Audience needs and behaviours are at the heart of our offering Strategy What should we do? Insight & action Measurement Evaluation What should we do better?
Strategic Consultancies Impartial and independent Analytical Marketing Focus Business Focus Your agenda is our agenda Marketing Agencies Customer- centric Executional
A world class digital consulting practice Founded in 2002, with offices in offices in London and the US Cross sector and global to local experience Strong Healthcare and Pharma practice (Patient, HCP and Payer) Experienced across the Brand cycle from Pre-Launch to Maturity Highly experienced and growing team (35) specialist consultants and analytics experts Business, marketing and technical experience, delivering services that : Spread best practice Maximise performance Gain competitive advantage
Strategy Improving the performance of online channels 24/09/2010 7 Blue Latitude Confidential and Proprietary How are we going to win in digital? What are the objectives? Who are our users and what do they need? How well are we performing and how can we improve? Business & eMarketing Objectives How do people behave online? How can we influence them? What resources do we need? Where should they be invested? What are our competitors doing? Online Environment Audience
Introducing VARS Understanding and monitoring online environments 24/09/2010 8 Blue Latitude Confidential and Proprietary Visibility Sentiment Relevance
What content should we focus on?
How and where can we use content most effectively?
Where are the positive (and negative) mentions of our brand?
What can we do to shift sentiment in our favour?
Where (and who) are the resources with most authority?
Authority Organisation Objective (ROI) Topic (Brand) Persona (Online need)
Where should we place our messages most effectively?
Evaluation Providing insight to improve performance 24/09/2010 9 Blue Latitude Confidential and Proprietary Performance Analysis Scope Insight and Actions Data Analytics Environment Environment Monitor Data Sentiment Valuation Objective ‘Buzz’ Data Motivations Share Beacon Bespoke Research Strategic or Diagnostic goals and metrics? Setting up or fine tuning tools?
Scope User centric maps of the digital environment 24/09/2010 10 Blue Latitude Confidential and Proprietary
Beacon Management dashboard’s that track and improve performance 24/09/2010 11 Blue Latitude Confidential and Proprietary
Project and Programme Management Creating a plan for complex projects 24/09/2010 12 Blue Latitude Confidential and Proprietary Phase 1 Project startup Phase 2 Specification, plan & costs Phase 3 Project Delivery, Using Agile Approach Agree project governance Appoint (interim) programme / project management Define project organisation structure Identify partners / suppliers Develop high level project scope (Project brief) Develop detailed specification (UCD iteration one) Develop detailed costs and project plan Agree on contractual structure with suppliers Finalise procurement with suppliers Develop detailed project scope (Project Initiation Document) Release 2 Release 1 Release 3 Management Sign-off
Improving the performance of online businesses What does the future of entertainment look like and what role should our company play in that future? Case Study: Ministry of Sound Identify the most efficient organisation structure for our global marketing team. Case Study: CMC Markets A five year CRM strategy for the BBC. Case Study: BBC Identify an eBusiness strategy that positions Lilly as a global leader in the treatment of Diabetes. Case Study: Eli Lilly and Diabetes Develop an eMarketing Strategy and framework for a new arthritis drug that is launching across Europe. Case Study: Roche How are our global affiliates performing online and how do we share best practice? Case Study: Eli Lilly and Cialis 24/09/2010 14 Blue Latitude Confidential and Proprietary