Discovery aids in building a data framework where there are typically many considerations. A standardized process is a starting point.

1. Daniel McKean | Marketing Strategist & Data Analyst
daniel@mpactworks.com | linkedin.com/in/danielmckean
Needs Assessment Discovery
MARKETING CAMPAIGN | INITIATIVE PLANNING INSIGHTS REVIEW
Campaign Goals Objectives
Flight Dates Success Metrics Budgets
Marketing Landscape
Marketing Plans
Active Campaigns
Timelines & Milestones
Target Audiences
Customer Profiles
Messaging Framework
Marketing Channels
Digital Ecosystem
Current Performance
Past Benchmarks
Current Challenges
Competitive Landscape
Content Marketing
CRM + CMS
Available | Planned Assets
Production Capabilities
Owned Channels
Management & Team
Program Managers
Internal Staff Support
Key Stakeholders
Executive Influencers
Department Leads
Marketing Partners
Risk Aversion
High: Test, Learn, Evolve
Neutral: Performance Modeling
Low: Planning Alignment
Marketing Automation
Technology Stack
Expanded Needs
Training | Support Needs
Agile Communications Tools
Data Management
Data Ownership
DMP, Hosting & Archival
IT | Engineering Support
Corp. Governance Policies
Regulated Privacy Guidelines
Partner Access & Privileges
Internal Review Board
Reporting Requirements
Stakeholder Levels
Needs & Requirements
Current | Preferred Processes
Reporting Formats | Cadence

2. Daniel McKean | Marketing Strategist & Data Analyst
daniel@mpactworks.com | linkedin.com/in/danielmckean
Data Needs Discovery
DATA FRAMEWORK & GOVERNANCE REVIEW
DATA REQUIREMENTS
• What data needs to be collected?
(Identify all stakeholders and stakeholder
requirements including partner initiatives)
Who are the stakeholder groups?
What are the core data needs for each
stakeholder group?
What datasets and insights are relevant
& required for each stakeholder group?
• How do we categorize disparate data needs?
What data is available for stakeholders to
consider analytical needs for research and
program performance measurement)
What datasets do we need?
What datasets are available?
Where will datasets be sourced?
What platforms & systems will be used
(required)?
What data and metrics are available by
platform)?
Where will datasets be hosted?
What metrics?
What required datasets are we missing?
Which data can we not collect or need to
address separately?
(e.g. what’s possible today… in the future… pre
and post consent data pairing, etc.)
• Who has data ownership and responsibility for
collecting which datasets?
How will we collaborate to blend / share data
sets for diverse stakeholder needs? (Essentially
the who, what, when,where and how)
Where will datasets be aggregated and hosted?
How will we host and share datasets with
stakeholders with added consideration for
access privileges?
GOVERNANCE, PROCESS & POLICIES
• Are there data consent processes and required
applied ethics considerations?
What policies do we need to implement for the
security, management, hosting, sharing and
maintenance of data?
What will be the internal process and guidelines
for stakeholder analysts to access shared data?
Are there guidelines which must be followed via
government privacy regulations?
What is the feasibility and limitations for the
ability to download datasets vs. cloud access,
etc.? Are there security considerations?
What will be the internal process for storing and
accessing data SC?
How do apply a QC / QA process pre-national
launch?
Do we need a management review committee -
who needs to be involved - do we need to test
and verify?
What other considerations do we need to take
into account?

3. Daniel McKean | Marketing Strategist & Data Analyst
daniel@mpactworks.com | linkedin.com/in/danielmckean
Discovery Data Framework Roadmap
VISUAL FLOW REVIEW
Discovery Vision
Executive
Commitment
Overall Goals &
Objectives
Risk / Reward
Comfort Level
Internal Support
Infrastructure
Community
Management
Resources
External Support
Resources
Departmental Use
& Goals
Role in
Communications
Mix
Internal Advocates
Existence of Internal
Guidelines & Use
Policies
Existence of Rapid
Response / Crisis
SMM Plan
Systems &
Workflow
Processes
Best Practices
Defined,
Documented &
Replicated
Corporate
Measurement / ROI
Defined
Platform
KPIs, Metrics &
Milestones Defined
Milestone Review
Cycles
Actionable
Intelligence
Gathering Processes
Brand Ambassadors
Identified
Key Influencers
Identified
Existence of Brand
Ambassador
Programs
Existence of
Influencer
Marketing Programs
Existence of
Content Marketing
Programs
Paid vs. Organic
Growth Opinions
Creative & Content
Processes &
Resources
Current Perception
of Overall
Execution, Success,
Results
Aspirations