ClientSummit2010_MediaMixWorkshop

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Jason Leigh of Razorfish discussed a proven technique for accurately attributing business value to your marketing efforts at the Razorfish Client Summit October 12-14.

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  • Build a supermodel
  • Clock is ticking for everything shifting digital.
  • ClientSummit2010_MediaMixWorkshop

    1. 1. marketing<br />value<br />
    2. 2. underpants<br />
    3. 3.
    4. 4. marketing<br />
    5. 5. my customer<br />
    6. 6. How Social is Driving the Evolution of CRM<br />5<br />ice cream<br />
    7. 7. aka<br />fragmentation<br />
    8. 8. marketing decisions are hard<br />
    9. 9. “Half the money I spend on advertising is wasted; the trouble is, I don’t know which half.”<br />
    10. 10. there’s an easy answer…<br />
    11. 11. riiiight…<br />
    12. 12. Mea culpaWhy?How?Pitfalls?<br />
    13. 13. 12<br />digital infallibility<br />
    14. 14. silver bullets<br />
    15. 15.
    16. 16. alignment<br />
    17. 17. innovate<br />
    18. 18. just <br />stop<br />
    19. 19. how?<br />
    20. 20. build asupermodel<br />
    21. 21. Actual Sales<br /> Sales<br />Time<br />
    22. 22. Actual Sales<br />Calculated Sales (Model)<br />Sales<br />Time<br />digital media + <br />
    23. 23. Actual Sales<br />Calculated Sales (Model)<br />Sales<br />Time<br />traditional media + <br />
    24. 24. Actual Sales<br />Calculated Sales (Model)<br />Sales<br />Time<br />competitors media + <br />
    25. 25. Actual Sales<br />Calculated Sales (Model)<br />Sales<br />Time<br />economy = supermodel <br />
    26. 26. Actual Sales<br />Calculated Sales (Model)<br />Crash<br />Sales<br />Time<br />the supermodel<br />
    27. 27. 26<br />power in symbols<br />
    28. 28. How Social is Driving the Evolution of CRM<br />27<br />betting on hockey<br />
    29. 29. waterfall<br />
    30. 30.
    31. 31. pitfalls?<br />
    32. 32. How Social is Driving the Evolution of CRM<br />31<br />you need a plan<br />
    33. 33. office<br />politics<br />
    34. 34. voodoo math<br />
    35. 35. How Social is Driving the Evolution of CRM<br />34<br />non-linear<br />
    36. 36. proliferation<br />
    37. 37. propellerhead<br />
    38. 38. How Social is Driving the Evolution of CRM<br />37<br />
    39. 39.
    40. 40. Complex problemSophisticated models to find power in the numbersEducate yourself on the detailsStart with a business plan in mindBuild an internal coalitionSet up tests to validate<br />
    41. 41. discussion<br />

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