Analytics - Brand Marketing Leadership Playbook
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Analytics - Brand Marketing Leadership Playbook

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This playbook is meant to be a guide for organizations looking to build out and focus their analytics efforts in brand marketing. As difficult as brand can be to measure at times, it's important to......

This playbook is meant to be a guide for organizations looking to build out and focus their analytics efforts in brand marketing. As difficult as brand can be to measure at times, it's important to create lasting value with your measurement framework and build out standard success pillars that you can benchmark, build and measure your efforts against.

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  • I ­a­m mak­ing ­over $­1­3k a month working ­part tim­e. I kept hea­ring other p­eople tell me­ how much m­oney they can ma­ke­ online­ so I d­ecide­d to look int­o­

    it. Wel­, it was all tru­e and ha­s totally ch­anged­ my life. ­This is­ wha­t I do,

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  • 1. BRAND MARKETING LEADERSHIP PLAYBOOK ANALYTICS
  • 2. NICK CIFUENTES BRAND ANALYTICS LEADERSHIP PLAYBOOK 5 - 18 - 14 Organizations will be tempted to overcomplicate their analytics efforts, as discouraging as data is to most marketers, it’s important to avoid trying to do too much. ! To create an action driven environment, it’s important to focus your playbook on what your main goals are. Start with a vision / mission statement, something you can always remind your organization why you come into the office everyday. KEEP IT SIMPLE - CREATE A VISION Identifying success pillars for your team to stand on each day will help lay the foundation you need to achieve success: 1. Business Challenges 2. Data Foundation 3. Analytics Implementation 4. Insights 5. Execution & Measurement 6. Distributed Knowledge 7. Innovation IDENTIFY SUCCESS PILLARS EXECUTIVE SUMMARY
  • 3. NICK CIFUENTES BRAND ANALYTICS LEADERSHIP PLAYBOOK 5 - 18 - 14 FOR A LONG TIME, COMPANIES HAVE ALWAYS USED GUT-FEEL, RATHER THAN DATA, TO DRIVE MANY BUSINESS DECISIONS. “GUT INSTINCT”
  • 4. NICK CIFUENTES BRAND ANALYTICS LEADERSHIP PLAYBOOK 5 - 18 - 14 AND IN A WORLD WHERE EVERY MINUTE OF EVERY DAY, USERS ARE LEAVING DATA TRAILS EVERYWHERE THEY GO, WHETHER IT BE DATA FROM WEB BEHAVIOR, MOBILE PHONE, IN- STORE SHOPPING ACTIVITY, GPS TRACKING, PHYSICAL FITNESS DATA, SOCIAL MEDIA, THE LIST GOES ON & ON - A CHANGE IS NEEDED. DATA IS EVOLVING
  • 5. NICK CIFUENTES BRAND ANALYTICS LEADERSHIP PLAYBOOK 5 - 18 - 14 MOST COMPANY ISSUES TODAY IS NOT THE LACK OF DATA, BUT RATHER HOW THEY PRIORITIZE, ACCESS, AND UTILIZE THE DELUGE OF DATA IN REAL-TIME SO THAT IT HAS ITS GREATEST IMPACT. YOU NEED TO PRIORITIZE
  • 6. NICK CIFUENTES BRAND ANALYTICS LEADERSHIP PLAYBOOK 5 - 18 - 14 TO COMPETE WITH THE BEST, YOU NEED TO ACT LIKE THE BEST. AND NEED TO ENSURE YOU ARE EFFICIENT & EFFECTIVE AT SUPPORTING A GROWING ECOSYSTEM. IT’S TIME TO RESET & FOCUS
  • 7. NICK CIFUENTES BRAND ANALYTICS LEADERSHIP PLAYBOOK 5 - 18 - 14 TO CREATE VALUE FOR YOUR ORGANIZATION THAT IS DELIVERED THROUGH INFORMATION THAT DRIVES INNOVATION. ESTABLISH A CLEAR MISSION AND REASON TO EXIST
  • 8. NICK CIFUENTES BRAND ANALYTICS LEADERSHIP PLAYBOOK 5 - 18 - 14 AFTER ESTABLISHING A MISSION, YOU MUST FOCUS ON THE FOUNDATIONAL OBJECTIVES THAT YOUR ANALYTICS TEAM MUST FOCUS ON TO DRIVE ANALYTICAL THINKING THROUGH YOUR BUSINESS ON A DAILY BASIS. TO BRIDGE THE GAP BETWEEN DATA AND DECISIONS - CREATE SUCCESS PILLARS TO FOCUS THINKING
  • 9. SUCCESS PILLARS ANALYTICS
  • 10. NICK CIFUENTES BRAND ANALYTICS LEADERSHIP PLAYBOOK 5 - 18 - 14 SUCCESS PILLARS BUSINESSCHALLENGES DATAFOUNDATION INSIGHT ANALYTICS SUCCESSPILLARS BUSINESSCHALLENGESANALYTICSIMPLEMENTATION DATAFOUNDATION INSIGHTS EXECUTION&MEASUREMENT DISTRIBUTEDKNOWLEDGE INNOVATION
  • 11. NICK CIFUENTES BRAND ANALYTICS LEADERSHIP PLAYBOOK 5 - 18 - 14 ALIGN ANALYTICS INITIATIVES TO THE MOST PRESSING BUSINESS PROBLEMS THAT YOU NEED TO ADDRESS. YOU NEED TO BE ADDING ECONOMICVALUE, RATHER THAN JUST BE SEEN AS MERELY A SUPPORT FUNCTION. PILLAR #1 BUSINESS CHALLENGES
  • 12. NICK CIFUENTES BRAND ANALYTICS LEADERSHIP PLAYBOOK 5 - 18 - 14 THE DATA THAT WILL SUPPORT THE BUSINESS ANALYTICS PROCESS MUST BE STRONG IN TERMS OF RELIABILITY, VALIDITY AND GOVERNANCE. IT’S CRUCIAL YOU STANDARDIZE ACROSS YOUR ORG & WORK HAND-IN-HAND WITH OTHER ANALYTICS FUNCTIONS. PILLAR #2 DATA FOUNDATION
  • 13. NICK CIFUENTES BRAND ANALYTICS LEADERSHIP PLAYBOOK 5 - 18 - 14 IT’S CRUCIAL THAT YOU ENSURE THAT ANALYTICS SOLUTIONS ARE DEVELOPED AND PROVIDED TO THE ENTERPRISE WITH THE END GOALS IN MIND. PILLAR #3 ANALYTICS IMPLEMENTATION
  • 14. NICK CIFUENTES BRAND ANALYTICS LEADERSHIP PLAYBOOK 5 - 18 - 14 ANALYTICS MUST TRANSFORM DATA FROM INFORMATION INTO INTELLIGENCE AND INSIGHT. PILLAR #4 INSIGHT
  • 15. NICK CIFUENTES BRAND ANALYTICS LEADERSHIP PLAYBOOK 5 - 18 - 14 ANALYTICS MUST BE PUT TO WORK, AND MUST LEAD TO ORGANIZATIONAL ACTION AND PROVIDE GUIDANCE ON HOW TO TRACK THE RESULTS OF THE ACTIONS TAKEN. PILLAR #5 EXECUTION & MEASUREMENT
  • 16. NICK CIFUENTES BRAND ANALYTICS LEADERSHIP PLAYBOOK 5 - 18 - 14 ANALYTICS MUST BE COMMUNICATED IN AN EFFECTIVE AND EFFICIENT MANNER, AND MADE AVAILABLE TO AS BROAD A GROUP OF STAKEHOLDERS AS IS APPROPRIATE. PILLAR #6 DISTRIBUTED KNOWLEDGE
  • 17. NICK CIFUENTES BRAND ANALYTICS LEADERSHIP PLAYBOOK 5 - 18 - 14 ANALYTICS MUST BE RELENTLESSLY INNOVATIVE, BOTH IN ANALYTICAL APPROACH AND IN HOW THEY AFFECT THE ORGANIZATION, BY DEVELOPING SOLUTIONS THAT WILL “WOW” YOUR BUSINESS LEADERS. PILLAR #7 INNOVATION
  • 18. WHAT’S MY STRATEGY?
  • 19. NICK CIFUENTES BRAND ANALYTICS LEADERSHIP PLAYBOOK 5 - 18 - 14 THAT SPUR INNOVATION PROMOTES CHANGE THAT DRIVE INTELLIGENCE RESULTSACTIONINSIGHTS RELIABLE & CONSISTENT DATA SIMPLE STRATEGY
  • 20. Marketing & strategic brand communications professional with a Master's degree in Marketing & Creative Writing and a B.A. in Journalism. Over 10 years of progressive experience -- leading global cross-functional teams in the conceptualization and implementation of data-driven marketing programs & strategy across digital and traditional media platforms. ! Key brand experience across athletic, retail, automotive, media, entertainment and CPG segments, including key leadership roles in strategy, analytics and social media. Strong track record of setting strategic direction for the development and execution of targeted marketing programs to affect brand awareness, buying decisions and audience behaviors. Extensive knowledge of marketing best practices and program evaluation and strong ability to foster internal and external relationships. ABOUT ME LinkedIn ! Facebook
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