Buyer Legends Austin Innotech Big Data Marketing Keynote

© 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData
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MATH MEN OR BOTH?
Designing Legendary Brands: a business process to
improve customer experience, analytics and proﬁts

© 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @TheGrok
© 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData© 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData
bryaneisenberg.com
Bryan Eisenberg 
bryan@bryaneisenberg.com
@TheGrok

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Big Data is Not Just Big
Big
Unstructured
Real-time
Velocity Variety
3 V’s of
Big Data
Volume
Terabytes
Records
Transactions
Tables, Files
Batch
Near time
Real time
Streams
Structured
Unstructured
Semistructured
All of the above

What happened?
Why it happened?
What will happen?
How can it happen?
Analytics Journey

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An organization's ability to learn,
and translate that learning into
action rapidly, is the ultimate
competitive advantage.
Jack Welsh, former CEO of GE
“

The most important single
thing is to focus obsessively
on the customer. Our goal is
to be earth’s most customer-
centric company.
Jeff Bezos 
CEO & President amazon.com
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“

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1995...the story begins

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30%
of all
ecommerce
sales go
through
amazon

The CEO’s long term vision
The balance of power is shifting
toward consumers and away
from companies… The right way
to respond to this if you are a
company is to put the vast
majority of your energy,
attention, and dollars into
building a great product or
service and put a smaller
amount into shouting about it,
marketing it."
4 Pillars to Amazon success
Customer Centricity
Continuous Optimization
Culture of Innovation
Corporate Agility
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“

© 2014 Buyer Legends, LLC
Simple, yet NOT for beginners

Two decades of marketing optimization…

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Because the people are
crazy enough to think they
can change the world are
the ones who do.
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Retail Evolution

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Build a Better Experience/
Or Advertise More?
“We take those funds that might
otherwise be used to shout about
our service, and put those funds
instead into improving the service.
That's the philosophy we've taken
from the beginning. If you do build a
great experience, customers tell
each other about that. Word of
mouth is very powerful.”
Jeff Bezos, CEO of
Amazon, 2003

19% of Sales Volume

Aligning Brand & Metrics to
Improve Customer Experience
If there’s one reason we have done better than of our peers in the
Internet space over the last six years, it is because we have
focused like a laser on customer experience.
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4 Key Inputs:
Selection: 7x the category depth
Price: 5 to 13% lower than top 5 competitors
Availability: 20 inventory turns, most orders fulfilled by Zone 0-1 shipping
Experience: 13% higher American Customer Satisfaction Index

An organization's ability
to learn, and translate
that learning into action
rapidly, is the ultimate
competitive advantage. –
Jack Welch
Big challenges
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How agile are you?
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If you double the number of
experiments you do per year you’re
going to double your inventiveness.
– Jeff Bezos
“If Amazon was doing over 200 a tests at a given time
since 2004, how many more learnings have they had
than you?

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Never have business teams that 2 pies of pizza can’t
feed! via @TheGrok

Creating Remarkable Experiences Takes Planning

Bad for communications?

INBOUND15
Empathy represses analytic thought, & vice versa
You want the CEO of a
company to be highly
analytical in order to run a
company efficiently, otherwise
it will go out of business…
“ “
Anthony Jack,
an assistant professor of cognitive science
at Case Western Reserve and lead author
of the new study. "Empathetic and analytic
thinking are, at least to some extent,
mutually exclusive in the brain.” (2012)

We tell stories to connect…

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Having worked first hand with the Eisenbergs on
mapping our customers’ critical paths and creating
scenario narratives, I can confidently say the Buyer
Legends process works. My team’s focus at Google
is on acquiring SMB advertising clients. And if you’ve
ever worked with these types of businesses, you
know there is huge diversity through the spectrum of
small and medium businesses. We’d miss
opportunities and gaps by over-aggregating (i.e.
taking too high level a view) though often the
challenge was in effectively communicating our
insights. The Buyer Legends framework allowed us to
more effectively focus our efforts, improving the
bottom line. And equally important, to make a
more compelling case for change with our
marketing, engineering and product colleagues.
Paul Jeszenszky
Head of Global B2B Digital Marketing Center of
Excellence, Google

© 2014-2015 Buyer Legends, LLC
The Buyer Legends Recipe
1. Select your perspective - deeper insights produce
better results
2. Perform a pre-mortem - remember Murphy’s Law
3. Outline the story backwards - it forces the why and
helps you measure
4. Draft the Buyer Legend - the better the story the
more money you’ll make by improving execution,
communications and testing
5. Execute - improve, rinse and repeat

Word-of-mouth is triggered when your customer experiences something far
beyond what was expected, for better or for worse. Slightly exceeding their
expectations just won’t do it.
★ Architectural
★ Kinetic
★ Generous
★ and/ or Identity
A few words about Word of Mouth

INBOUND15
Thank you for your attention…
http://www.BryanEisenberg.com
Phone (347) 470-GROK (4765)
Twitter: @TheGrok & @BuyerLegends
bryan@bryaneisenberg.com
http://www.BuyerLegends.com
http://www.BuyerLegends.com http://www.IdealSpot.com

Buyer Legends Austin Innotech Big Data Marketing Keynote

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