ET Presentation test upload

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ET Presentation test upload

  1. 1. RANDALL NOVAL APR 1, 2014 ARCHITECTING GUINNESS PUB FINDER
  2. 2. DISCOVER
  3. 3. Research • Who are the fans? – 67% male – 60% 25-54 years old – 72% no kids, or kids have left home
  4. 4. Research • What do they want from Guinness? – Find their refreshment – Smartphone penetration high & climbing
  5. 5. Insight • In larger cities, hard to find a place that serves Guinness when the fan wants it • Important distinction that this is for out-of- home consumption, not retail
  6. 6. Idea! • Help fans find Guinness when they are out looking for suggestions
  7. 7. DEFINE
  8. 8. Find Guinness • Implies 2 use cases – Planned – Desktop / tablet – Unplanned – Mobile / real-time • Single platform with 2 views
  9. 9. DESIGN
  10. 10. Designing the UX • Understand value-exchange – Find Guinness • Fans Find Guinness • Guinness sells more & gets higher brand engagement – Rate pubs & comments • Fans find better pubs • Guinness gets higher brand engagement – Rate pour quality • Fans get emotional benefit of supporting their favorite beer brand • Guinness gets data for sales team to react to
  11. 11. Deeper Dive – Find Guinness • Where do we find Guinness? • Marketing doesn’t have that data, who does? • Diageo distributer data warehouse – Different IT group – Not separated by brand – Need access, but can’t touch
  12. 12. Deeper Dive – Find Guinness • Create relationship with data curator • Understand core data processes • Create plan to extract & clean relevant data – Identify quick-wins that need a small effort to have a large impact – Create data management tool – Identify long-term value-add to strengthen relationship
  13. 13. DEVELOP & DEPLOY
  14. 14. Put the puzzle together • Create scope & budget • Create project plan & timeline
  15. 15. Put the puzzle together • Finish the UX, site design, analytics • Develop supporting APIs • Launch site
  16. 16. EVALUATE
  17. 17. Success! • Met business goals – Still going strong • ~3k visits / month • ~500 ratings / month • Limited OOH collateral – Spikes over during heavy promotion • ~15k visits • ~6k ratings – ~50k ratings total
  18. 18. RECAP
  19. 19. Recap • Understand the business problem • Define the required inputs / moving parts / outputs • Identify possible solutions • Validate approach with client • Define project scope and timeline • Execute • Repeat
  20. 20. FUTURE
  21. 21. Future • Increase value of investment – Extend platform to other brands • Any extensibility possibility needs to be part of original vision for project
  22. 22. Future • Increase quality of value exchange – Integrate 3rd party data for increased value as single point of expertise
  23. 23. Future • Increase impact of unique data sets – License access to data unique to brand – Enable secondary marketplace around brand data
  24. 24. Questions • Randall Noval – http://linkedin.com/in/rjnoval • Presentation – http://bit.ly/ETandRandall
  25. 25. Credits Connected people - http://www.sxc.hu/photo/1016447 Hands touching - http://www.flickr.com/photos/robinouivan/7707155238/in/photostream/ Right location - http://www.sxc.hu/photo/369938 Personalized super hero - http://www.geekalerts.com/personalized-superhero-action-figures/ Nintendo Mii setup screen Airport scene - http://www.hafnerengineering.com/operationsresearch.html Smarter data - http://flic.kr/p/7tp9bD People & Gears - http://www.piperreport.com/blog/2013/01/07/health-insurance-exchanges-cms- guidance-state-partnership-exchanges/ ManagingComplexity - http://www.economist.com/news/business/21590341-management-thinkers- disagree-how-manage-complexity-its-complicated

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