Finding Guinness
RANDALL NOVAL!
APRIL 1, 2014!
Business Problem
2
Constraints!
!Budget!
!Timeline (launch within 6 months)!
!Communication channels (alcohol brand)!
Cann...
THE “5-D” FRAMEWORK
DISCOVER!
DEFINE!
DESIGN!
DEVELOP!
DEPLOY!
PROUD!
PASSIONATE!
INFLUENCER!
Discover - Who
Discover - Who
67% Male!
25 - 54
60%!
72%!
Kid-less
6
http://audiences.visualdna.com/visualdna/brands/drinks_uk/guinness	
...
Discover - What
Mobile growing!
7
Discover - Challenge
How can we better engage
Guinness Believers?!
!
What innovative ways can
we help them find Guinness?!
...
Discover - Challenge
Contextualized!
Localized!
Personalized!
9
Discover - Idea
10
Define – Use Cases
Plan events! Find new locations!
Single
platform!
2 views!
12
Define – Scope & Plan
13
Define	
  deliverables
Create	
  the	
  scope
Create	
  the	
  project	
  plan
Keep	
  the	
  proj...
Design - Value Exchange
Fans Find Guinness!
!
Higher sales & brand engagement!
Fans find better pubs!
!
Higher brand engage...
Develop - Data Dive
Diageo
distributer data
warehouse!
Guinness retailer
location data!
16
Develop - Deeper Dive
17
Create relationship
with data curator!
Understand core
data processes!
Extract & clean
relevant d...
Deploy - Bringing it
together
19
20
Did it Work?
Met business goal of
increasing engagement by
providing new
communication channel!
(~50k pub ratings total)!
...
THE “5-D” FRAMEWORK
DISCOVER!
DEFINE!
DESIGN!
DEVELOP!
DEPLOY!
THE “5-D” FRAMEWORK
DISCOVER!
DEFINE!
DESIGN!
DEVELOP!
DEPLOY!
!
FUTURE!
Future – Increase ROI
Increase value of
investment!
24
Extend platform to
other brands!
Future – Value Exchange
Increase quality of
value exchange!
25
Integrate 3rd party
data for increased
value as single poin...
Future – Brand as an API
Increase impact of
unique data sets!
26
License access to data unique
to brand!
!
Enable secondar...
Thank You
RANDALL NOVAL!
HTTP://LINKEDIN.COM/IN/RJNOVAL!
!
PRESENTATION!
HTTP://BIT.LY/ETANDRANDALL!
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Finding Guinness

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Finding Guinness

  1. 1. Finding Guinness RANDALL NOVAL! APRIL 1, 2014!
  2. 2. Business Problem 2 Constraints! !Budget! !Timeline (launch within 6 months)! !Communication channels (alcohol brand)! Cannot show preference! Client! !Push boundaries! !Connect with Believers through technology! Goals! !Increase brand awareness! !Increase engagement (interactions with brand)! !Increase revenue!
  3. 3. THE “5-D” FRAMEWORK DISCOVER! DEFINE! DESIGN! DEVELOP! DEPLOY!
  4. 4. PROUD! PASSIONATE! INFLUENCER! Discover - Who
  5. 5. Discover - Who 67% Male! 25 - 54 60%! 72%! Kid-less 6 http://audiences.visualdna.com/visualdna/brands/drinks_uk/guinness  
  6. 6. Discover - What Mobile growing! 7
  7. 7. Discover - Challenge How can we better engage Guinness Believers?! ! What innovative ways can we help them find Guinness?! 8 Alcohol brands don’t advertise where to buy! ! Cannot show preference!
  8. 8. Discover - Challenge Contextualized! Localized! Personalized! 9
  9. 9. Discover - Idea 10
  10. 10. Define – Use Cases Plan events! Find new locations! Single platform! 2 views! 12
  11. 11. Define – Scope & Plan 13 Define  deliverables Create  the  scope Create  the  project  plan Keep  the  project  moving!
  12. 12. Design - Value Exchange Fans Find Guinness! ! Higher sales & brand engagement! Fans find better pubs! ! Higher brand engagement! Emotional benefit! ! Actionable data for the sales team! 15
  13. 13. Develop - Data Dive Diageo distributer data warehouse! Guinness retailer location data! 16
  14. 14. Develop - Deeper Dive 17 Create relationship with data curator! Understand core data processes! Extract & clean relevant data!
  15. 15. Deploy - Bringing it together 19
  16. 16. 20
  17. 17. Did it Work? Met business goal of increasing engagement by providing new communication channel! (~50k pub ratings total)! 21 Proven value-exchange! (~3k visits + ~500 ratings! / month)!
  18. 18. THE “5-D” FRAMEWORK DISCOVER! DEFINE! DESIGN! DEVELOP! DEPLOY!
  19. 19. THE “5-D” FRAMEWORK DISCOVER! DEFINE! DESIGN! DEVELOP! DEPLOY! ! FUTURE!
  20. 20. Future – Increase ROI Increase value of investment! 24 Extend platform to other brands!
  21. 21. Future – Value Exchange Increase quality of value exchange! 25 Integrate 3rd party data for increased value as single point of expertise!
  22. 22. Future – Brand as an API Increase impact of unique data sets! 26 License access to data unique to brand! ! Enable secondary marketplace around brand data!
  23. 23. Thank You RANDALL NOVAL! HTTP://LINKEDIN.COM/IN/RJNOVAL! ! PRESENTATION! HTTP://BIT.LY/ETANDRANDALL!

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