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Audrey crane

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Speaking Design: Better requirements to get better design.

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Audrey crane

  1. 1. Speaking Designer #productcampla @DesignMap • Introduction • Me • The talk: Getting better design through better requirements • What are requirements? Where do they come from? • Examples of Requirements from other PMs • The Requirements Landscape • Too Specific Requirements • example • symptoms • tactics • Too Broad Requirements • example • symptoms • tactics • 10-min Q&A / panel Outline (remove later)
  2. 2. Welcome to DesignMap, Inc.
  3. 3. At DesignMap we have four Partners…in business 8 Years Nathan Gregory Chuck Audrey
  4. 4. Audrey • Hit the “sweet spot” of requirements
 (get better design) • Examples of Requirements • Problem Requirements & Solutions • Too Specific • Too Broad • Q&A
  5. 5. Other People’s
 Requirements
  6. 6. Hm… Requirements?
  7. 7. Max 10 Stories High ADMIN I can create a campaign and give it a name. I can create a naming convention that all campaigns must adhere to. I can provide a description of the campaign for others to read and know what the campaign is about without having to look into all the details. I can give the campaign a color so that I can visually group similar campaigns together. I can give the campaign an identifier (called Campaign Code) to be used in API calls and data exports around the campaign I can share a campaign with one or more business units so that I can work with other users found in those BUs. I can copy a campaign with all of it’s data and then make changes so that the process of creating similar campaigns are easier I can delete a campaign. Deleting a campaign will not affect any assets or other objects associated with the campaign. I can archive a campaign that I’m no longer using to just get it out of the way of the UI I can add tags to a campaign to better categorize many campaigns in my account. I can mark a campaign as a favorite so that I can quickly find the most important campaigns in my account. I can add arbitrary meta data in the form of name-value pairs to later be used in links, reports, etc. I can associate an image with a campaign to easily and visually identify a campaign. Many times, this will be an image of the product that I’m trying to sell. I can upgrade from the Campaigns tool included in the IMH to the premium Campaign Studio app. PLAN I can add messaging placeholders to the campaign that I later fill in the details necessary to execute a message - namely the content and the audience. I can specify a frequency plan by which all messages sent from the campaign will abide by. For example, “I want no more that 3 emails going to each person that is a part of this campaign.” TODO: More detail can be added here - particularly the concept of frequency scoring. I can upload a marketing plan that I’ve created outside of the app for reference purposes. The plan could be a PPT, Excel, Word, PDF, image, etc. GOALS I can specify my campaign goal as the number of Contacts added to the audiences associated to the campaign. I can specify my campaign goal as number of Contacts who’s specified attribute had its value changed from X to Y. For example, I would like to set the goal that 23% of the people that go through this campaigns has their “Purchased” attribute change from “No” to “Yes”. I can specify my campaign goal as a level of engagement with the messages that have been sent from the campaign. For example, I would like to have a 13% open rate for all emails sent from this campaign. I can provide a text description of what my goal is when I don’t have hard data to support measurement of my goals. ASSOCIATE I can associate an asset to a campaign from either the asset's native app or from the Campaigns app I can associate an email to a campaign. I can associate a tweet to a campaign. I can associate a Twitter direct message to a campaign. I can associate a Facebook post (aka status update) to a campaign I can associate a Facebook comment to a campaign I can associate a Facebook direct message to a campaign I can associate a Social Page to a campaign I can associate a landing page to a campaign I can associate a text message to a campaign I can associate a link (URL) to a campaign. I can associate an image to a campaign. I can associate a content area to a campaign. I can associate a product to a campaign. I can associate an offer to a campaign. I can associate a triggered send to a campaign MESSAGES CREATIVE / OTHER ASSETS When a message is associated to a campaign, I can have the links, images, and content areas found in that message also associated to the campaign. I can associate an audience to a campaign from the object's native app or from the Campaigns app I can associate a subscriber list to a campaign. I can associate a subscriber group to a campaign. I can associate a subscriber filter to a campaign. I can associate a sendable data extension to a campaign. I can associate a Audience Builder audience / segment to a campaign. AUDIENCES OTHER I can associate a automation to a campaign from the Automation Studio or from the Campaigns app I can associate an IMH calendar event to a campaign from the IMH calendar or from the Campaigns app I can associate an interaction to a campaign from the Interaction Studio or from the Campaigns app When I associate an email or a text to a campaign, all future sends (jobs) of that message will be associated to the campaign for analytic purposes. From any native app, when I'm viewing an object with a campaign association, I can get quick access to see what else is associated and see high level campaign analytics. (Quickview) When I associate an email or text message to one or more campaigns, by default, I can only send to the audiences associated with the same respective campaigns. When I associate an audience to the campaign, I can only send to the text messages and emails associated to that same campaign. As an Campaigns admin, I can allow my users to override this feature and send to any audience they have access to When I associate an email, I can choose to have all past jobs sent by that email associated to the campaign so that I can gain past analytics about that email. The same is true for audiences and mobile messages associated to a campaign. When I associate an audience to a campaign, all future sends (jobs) to that audience will be associated to the campaign for analytics purposes When I disassociate a message or audience (including those found in an automation), all sends of that message or to that audience will be disassociated from that campaign. As an Campaigns admin, I can allow my users to override this feature and send to any message they have access to I can associate an object to multiple campaigns When I associate an automation or an interaction to a campaign, I can specify that all audiences and messages found in the automation or interaction are to be associated to the campaign as well. This includes if the automation is modified after it has been associated to the campaign. When I associate an automation, all send activities will be associated (i.e. the jobs created from running the automation) will be associated to a campaign for analytics purposes. When I’m editing an automation or interaction, by default, I am only allowed to use messages and audiences associated with a campaign. If I want to add others, then I should have to add it to the campaign as well. CONTROL By default, when I create a campaign, I become the owner of the campaign. As an owner of a campaign, I can control who can see my campaign and what they can do with my campaign. I can give ownership of my campaigns to others. As an administrator of the Campaigns app, I can change ownership of a campaign from one person to another. As an administrator of the Campaigns app, I can change the ownership of all campaigns that a person has to another so that I can quickly handle when someone’s role changes in the organization. EXECUTE I can control the schedule of emails planned ahead from Campaigns without having to go to the Email app. Same is true for all messaging assets associated to the campaign I can control the schedule of associated automations from within the Campaign app without having to go into Automation Studio. I can control the state of associated interactions from within the Campaign app without having to go into Interaction Studio. I can specify that all messages sent from the campaign have additional data on the links found in the messages. The data can come from the campaign code, the campaign’s meta data, or data about the Contact. RELATE I can relate campaigns to each other to manage sophisticated marketing strategies that have a collection of primary and secondary goals. I can create a campaign from within another campaign and have the two campaigns automatically related to each other. I can specify that the assets associated to a campaign are associated down to one or more of its related campaigns. I can specify that all future campaign relationships to my campaign will have specified assets associated down. When I un-associate an item from a campaign, I can choose to un-associate that item from its related campaigns if I have associated that item down in the past. When I associate down audiences from my campaign to other related campaigns, I can apply a filter so that only a segment of the audience is associated down to the related campaign. This will be termed the campaign audience filter. I can specify that the audience filters in my campaign be applied manually through the campaign’s user interface. I can specify that the audience filters in my campaign be applied on a schedule. I can specify that the audience filters in my campaign be applied anytime people are added or removed from the source audience. Because this filter is “listening” to the source audience, I will specify when I want to publish this filter and thus begin listening. Likewise, to edit a filter that is already published, I will need to create a new draft of the filter, edit the draft, and then publish the draft over the existing published filter. I can prioritize the audience filters in my campaign so that I can apply a waterfall segmentation technique throughout my related campaigns similar to how segments are built in Audience Builder. When I apply priority to my campaign audience filters, I can see the number of people that meet the criteria set in each filter, but do not make it through because they have met the criteria of a filter with a higher priority. I refer to this set of people as potentials. I refer to the set of people that do meet the criteria and priority as qualifiers. When I’m creating and managing campaign audience filters, I can have the current data set of the source audience “overlaid” so that I can see the number of potentials and qualifiers for each filter if I were to publish it with its current settings. For analytics and optimization purposes, I can see the history of potentials and qualifiers for each campaign audience filter. When I’m creating and managing campaign audience filters, I can see how the filters would have behaved if I had published them X days ago and thus forecast how the filters might behave in the future. I can specify that all campaigns that are related to mine have their analytics aggregated back up to my campaign. I can drill in and out of the analytics to understand how each related campaign is contributing to the total aggregated analytics. AUDIENCE FILTERS ANALYZE EMAIL I can see all the jobs associated to a campaign and their respective stats I can drill in to understand how one email performed over multiple sends I can drill in to understand how my automated jobs are performing. Then drill further down into a single automation and understand how it is performing. Then drill further down to see how individual steps and emails are performing For each major email stat, I can see aggregated totals (and their respective rates) from all jobs associated to a campaign. For each major email stat, I can see aggregated trending. In the trending, I can see the sending events overlaid so that I can understand how the values were affected by my sends I can see the performance of links (URLs) across all jobs associated to my campaign I can see how many times a content area was sent and viewed I can understand the latency differences between the numbers shown in Pulse, channel apps, campaigns, and Report Builder MOBILE Most email user stories apply to mobile as well I can see the stats breakdown of auto-respond texts vs my intentional sends I can breakdown stats around inbound texts by template type I can breakdown stats around inbound texts by keyword I can breakdown (inbound & outbound) stats by short code I can see the top individuals who open and clicks links in emails I send them SOCIAL Most email user stories apply to social channels as well I can see Twitter stats breakdown by replies and retweets I can see Facebook stats breakdown by comments, likes, and shares. SITES Most email user stories apply to landing pages as well CROSS CHANNEL I can see the total number of interactions in my campaign and be able to break it down by channel I can see the total number of conversions in my campaign and be able to break it down by channel I can see the total reach or impressions in my campaign and be able to break it down by channel. Reach is fans + followers + subs + anonymous visitors + mobile #. I can see the total number of evangelists in my campaign and be able to break it down by channel I can see how a link performed across all channels I can measure how much effort was put into my messaging and how that effort produced results. Example: Tweets are easy, but to they perform well in this campaign. I can see my top engaged individuals in my campaign I can see the relative health of the audiences in my campaign I can see the lift that messaging in one channel helped other channels. Example: I got a lot of new Twitter followers because of an email I sent out. CROSS CAMPAIGN I can compare the results and stats from one campaign to another TAXONOMY WORKFLOW This is used to give naming and structure to campaigns and how they relate to each other in a way that makes sense to marketing departments. I find that this concept is analogous to master slides in Powerpoint. Will likely tackle these stories once everything else done. Reason being that the taxonomy could cover everything and should get that nailed first. This is a premium feature for Campaigns Give the user tools to place processes around the user stories found in this document. This includes approvals and formal collaborative processes. Campaign types (e.g. A/B test campaign) JUST%THE%BEGINNING% ! Companies!are!about!ideas.!!Most!great!ideas!start!as!a!point!product,!a!small,!niche!thing.!!And!then!one!day!you!realize! “Oh!my!God!!!Something!really,!really!big!is!going!to!happen!to!this!idea.”!!Most!people’s!early!reaction!to!Google!was! quizzical:!why!do!you!need!to!search!for!pictures!of!cat?!!Same!thing!happened!to!eBay:!what’s!the!point!of!trading!beany! babies?!!The!personal!computer!was!supposed!sell!at!most!6!times.!!! ! Magnetic’s!key!idea!is!not!about!serving!media.!!That’s!very!limited!(and!quickly!shrinking)!view!of!the!opportunities.!!Our! core!idea!is!creating!personalization!and!optimization!through!data!and!mathematics.!!It!looks!as!though!most!all!all! companies!are!using!the!idea!in!a!limited!fashion,!to!optimize!web!pages!and!personalize!ads!and!improve!clicks.!!That’s! important.!!But!the!big!idea!is!to!apply!it!to!every!consumer!experience!in!the!world!and!make!it!better,!even!by!1%.!!In! marketing,!it!clearly!makes!lives!better!for!both!the!marketer!and!the!customer,!but!we!could!use!the!same!optimization! ideas!to,!say,!keep!the!users!coming!back!for!more!in!a!mobile!app!vs.!merely!thinking!about!how!to!serve!ads!in!mobile.!!Or! we!could!come!up!with!a!quick!way!to!detect!and!avoid!fraud.!!The!technology!we!aim!to!build!goes!way!beyond!marketing.!! So!think!about!those!uses!down!the!line!and!bring!some!ideas!to!me!! % INVESTMENT%STRATEGY% What)do)we)do)in)2016?)Should)we)invest)in)enhancing)the)current)codebase)or)build)a)new)one?) ! We!need!to!stop!building!on!top!of!an!obsolete!platform.!!Start!investing!in!the!new!platform.!!The!new!apps!we!want!to! build!must!be!built!on!the!“new”!platform!as!soon!as!possible.!!They!should!allow!customers!to!do!things!others!can’t!do.!! Trying!to!breathe!a!new!life!into!the!legacy!platform!that!can!barely!meet!our!current!needs!will!slow!our!march!toward!the! future.!! ! Fortunately,!our!immediate!product!opportunities!are!sitting!right!under!our!noses!!!Our!700!clients!have!paid!us!$85M,! while!telling!us!repeatedly!what!they!want!from!us.!!The!biggest!bang!for!the!buck!in!the!next!12!months!will!come!not! from!us!chasing!blue!sky!projects!(though!we!will!do!that!too!through!our!MagLab),!but!from!building!what!our!clients!have! already!been!waiting!for.!!The!Great!Product!is!not!out!there!somewhere.!!It’s!sitting!right!here!in!our!backyards.! ! At!the!same!time,!we!are!realistic.!!We!do!need!a!“survival”!strategy!to!stabilize!the!direct!business.!!Filling!out!a!few! essential!gaps!(Web!Rec!UI,!A/B!Testing,!Email!Triggers,!Email!Generation)!will!have!two!benefits.!!First,!it!will!slow!down! the!revenue!erosion!a!little,!giving!us!some!breathing!room.!!Second,!we!need!more!time!to!put!the!foundation!pieces! together!for!the!new!platform.!!As!we!can’t!make!new!promises,!we!have!to!deliver!on!the!old!ones!we!haven’t!kept.!! ! The!sooner!we!start!building!the!new!stuff,!the!sooner!we!will!ignite!superlative!growth.!!! ! PRODUCT%FOCUS% Among)all)the)products,)where)do)we)focus)first?) ! We!focus!on!two!products.!Analytics!2.0!and!Web!Recs.! ! Analytics!because!that!is!the!most!effective!way!to!showcase!our!most!compelling!differentiator:!our!unified!data.!!Our! clients!need!to!experience!the!power!of!the!dark!side,!er,!I!mean,!Analytics!and!insights.!!Only!then!they!will!get!hooked! forever.!!It’s!a!massive!opportunity.!! ! Web!Recs!is!a!priority!for!two!reasons.!First,!a!lean,!UI]driven,!modern!WR!powered!by!our!“live”!data!will!create!a!great! data!collecting!Trojan!horse.!!This!will!finally!help!us!scale!our!data!network!in!quantity!and!quality—something!we!don’t! do!well.!!Second,!when!we!decide!to!give!it!away!for!free!or!at!a!nominal!price,!we!could!in!fact!kill!an!entire!cottage! industry.!!Why!focus!on!destroy!a!competitor!when!you!can!destroy!an!entire!industry?!! ! Before!we!delve!into!product!details,!it!is!important!to!frame!the!strategic!directions!that!inform!our!future!architecture.!! ! The!future!state!of!our!architectural!framework!must!be!driven!by!three!core!ideas!and!five!core!principles.!!
  8. 8. Business Requirements User Design Functional
  9. 9. User Stories User Stories nts s
  10. 10. Requirements Documents Requirements Documents
  11. 11. Requirements Documents Requirements Documents
  12. 12. Examples
  13. 13. CampaignStudioStorymap Max 10 Stories High ADMIN I can create a campaign and give it a name. I can create a naming convention that all campaigns must adhere to. I can provide a description of the campaign for others to read and know what the campaign is about without having to look into all the details. I can give the campaign a color so that I can visually group similar campaigns together. I can give the campaign an identifier (called Campaign Code) to be used in API calls and data exports around the campaign I can share a campaign with one or more business units so that I can work with other users found in those BUs. I can copy a campaign with all of it’s data and then make changes so that the process of creating similar campaigns are easier I can delete a campaign. Deleting a campaign will not affect any assets or other objects associated with the campaign. I can archive a campaign that I’m no longer using to just get it out of the way of the UI I can add tags to a campaign to better categorize many campaigns in my account. I can mark a campaign as a favorite so that I can quickly find the most important campaigns in my account. I can add arbitrary meta data in the form of name-value pairs to later be used in links, reports, etc. I can associate an image with a campaign to easily and visually identify a campaign. Many times, this will be an image of the product that I’m trying to sell. I can upgrade from the Campaigns tool included in the IMH to the premium Campaign Studio app. PLAN I can add messaging placeholders to the campaign that I later fill in the details necessary to execute a message - namely the content and the audience. I can specify a frequency plan by which all messages sent from the campaign will abide by. For example, “I want no more that 3 emails going to each person that is a part of this campaign.” TODO: More detail can be added here - particularly the concept of frequency scoring. I can upload a marketing plan that I’ve created outside of the app for reference purposes. The plan could be a PPT, Excel, Word, PDF, image, etc. GOALS I can specify my campaign goal as the number of Contacts added to the audiences associated to the campaign. I can specify my campaign goal as number of Contacts who’s specified attribute had its value changed from X to Y. For example, I would like to set the goal that 23% of the people that go through this campaigns has their “Purchased” attribute change from “No” to “Yes”. I can specify my campaign goal as a level of engagement with the messages that have been sent from the campaign. For example, I would like to have a 13% open rate for all emails sent from this campaign. I can provide a text description of what my goal is when I don’t have hard data to support measurement of my goals. ASSOCIATE I can associate an asset to a campaign from either the asset's native app or from the Campaigns app I can associate an email to a campaign. I can associate a tweet to a campaign. I can associate a Twitter direct message to a campaign. I can associate a Facebook post (aka status update) to a campaign I can associate a Facebook comment to a campaign I can associate a Facebook direct message to a campaign I can associate a Social Page to a campaign I can associate a landing page to a campaign I can associate a text message to a campaign I can associate a link (URL) to a campaign. I can associate an image to a campaign. I can associate a content area to a campaign. I can associate a product to a campaign. I can associate an offer to a campaign. I can associate a triggered send to a campaign MESSAGES CREATIVE / OTHER ASSETS When a message is associated to a campaign, I can have the links, images, and content areas found in that message also associated to the campaign. I can associate an audience to a campaign from the object's native app or from the Campaigns app I can associate a subscriber list to a campaign. I can associate a subscriber group to a campaign. I can associate a subscriber filter to a campaign. I can associate a sendable data extension to a campaign. I can associate a Audience Builder audience / segment to a campaign. AUDIENCES OTHER I can associate a automation to a campaign from the Automation Studio or from the Campaigns app I can associate an IMH calendar event to a campaign from the IMH calendar or from the Campaigns app I can associate an interaction to a campaign from the Interaction Studio or from the Campaigns app When I associate an email or a text to a campaign, all future sends (jobs) of that message will be associated to the campaign for analytic purposes. From any native app, when I'm viewing an object with a campaign association, I can get quick access to see what else is associated and see high level campaign analytics. (Quickview) When I associate an email or text message to one or more campaigns, by default, I can only send to the audiences associated with the same respective campaigns. When I associate an audience to the campaign, I can only send to the text messages and emails associated to that same campaign. As an Campaigns admin, I can allow my users to override this feature and send to any audience they have access to When I associate an email, I can choose to have all past jobs sent by that email associated to the campaign so that I can gain past analytics about that email. The same is true for audiences and mobile messages associated to a campaign. When I associate an audience to a campaign, all future sends (jobs) to that audience will be associated to the campaign for analytics purposes When I disassociate a message or audience (including those found in an automation), all sends of that message or to that audience will be disassociated from that campaign. As an Campaigns admin, I can allow my users to override this feature and send to any message they have access to I can associate an object to multiple campaigns When I associate an automation or an interaction to a campaign, I can specify that all audiences and messages found in the automation or interaction are to be associated to the campaign as well. This includes if the automation is modified after it has been associated to the campaign. When I associate an automation, all send activities will be associated (i.e. the jobs created from running the automation) will be associated to a campaign for analytics purposes. When I’m editing an automation or interaction, by default, I am only allowed to use messages and audiences associated with a campaign. If I want to add others, then I should have to add it to the campaign as well. CONTROL By default, when I create a campaign, I become the owner of the campaign. As an owner of a campaign, I can control who can see my campaign and what they can do with my campaign. I can give ownership of my campaigns to others. As an administrator of the Campaigns app, I can change ownership of a campaign from one person to another. As an administrator of the Campaigns app, I can change the ownership of all campaigns that a person has to another so that I can quickly handle when someone’s role changes in the organization. EXECUTE I can control the schedule of emails planned ahead from Campaigns without having to go to the Email app. Same is true for all messaging assets associated to the campaign I can control the schedule of associated automations from within the Campaign app without having to go into Automation Studio. I can control the state of associated interactions from within the Campaign app without having to go into Interaction Studio. I can specify that all messages sent from the campaign have additional data on the links found in the messages. The data can come from the campaign code, the campaign’s meta data, or data about the Contact. RELATE I can relate campaigns to each other to manage sophisticated marketing strategies that have a collection of primary and secondary goals. I can create a campaign from within another campaign and have the two campaigns automatically related to each other. I can specify that the assets associated to a campaign are associated down to one or more of its related campaigns. I can specify that all future campaign relationships to my campaign will have specified assets associated down. When I un-associate an item from a campaign, I can choose to un-associate that item from its related campaigns if I have associated that item down in the past. When I associate down audiences from my campaign to other related campaigns, I can apply a filter so that only a segment of the audience is associated down to the related campaign. This will be termed the campaign audience filter. I can specify that the audience filters in my campaign be applied manually through the campaign’s user interface. I can specify that the audience filters in my campaign be applied on a schedule. I can specify that the audience filters in my campaign be applied anytime people are added or removed from the source audience. Because this filter is “listening” to the source audience, I will specify when I want to publish this filter and thus begin listening. Likewise, to edit a filter that is already published, I will need to create a new draft of the filter, edit the draft, and then publish the draft over the existing published filter. I can prioritize the audience filters in my campaign so that I can apply a waterfall segmentation technique throughout my related campaigns similar to how segments are built in Audience Builder. When I apply priority to my campaign audience filters, I can see the number of people that meet the criteria set in each filter, but do not make it through because they have met the criteria of a filter with a higher priority. I refer to this set of people as potentials. I refer to the set of people that do meet the criteria and priority as qualifiers. When I’m creating and managing campaign audience filters, I can have the current data set of the source audience “overlaid” so that I can see the number of potentials and qualifiers for each filter if I were to publish it with its current settings. For analytics and optimization purposes, I can see the history of potentials and qualifiers for each campaign audience filter. When I’m creating and managing campaign audience filters, I can see how the filters would have behaved if I had published them X days ago and thus forecast how the filters might behave in the future. I can specify that all campaigns that are related to mine have their analytics aggregated back up to my campaign. I can drill in and out of the analytics to understand how each related campaign is contributing to the total aggregated analytics. AUDIENCE FILTERS ANALYZE EMAIL I can see all the jobs associated to a campaign and their respective stats I can drill in to understand how one email performed over multiple sends I can drill in to understand how my automated jobs are performing. Then drill further down into a single automation and understand how it is performing. Then drill further down to see how individual steps and emails are performing For each major email stat, I can see aggregated totals (and their respective rates) from all jobs associated to a campaign. For each major email stat, I can see aggregated trending. In the trending, I can see the sending events overlaid so that I can understand how the values were affected by my sends I can see the performance of links (URLs) across all jobs associated to my campaign I can see how many times a content area was sent and viewed I can understand the latency differences between the numbers shown in Pulse, channel apps, campaigns, and Report Builder MOBILE Most email user stories apply to mobile as well I can see the stats breakdown of auto-respond texts vs my intentional sends I can breakdown stats around inbound texts by template type I can breakdown stats around inbound texts by keyword I can breakdown (inbound & outbound) stats by short code I can see the top individuals who open and clicks links in emails I send them SOCIAL Most email user stories apply to social channels as well I can see Twitter stats breakdown by replies and retweets I can see Facebook stats breakdown by comments, likes, and shares. SITES Most email user stories apply to landing pages as well CROSS CHANNEL I can see the total number of interactions in my campaign and be able to break it down by channel I can see the total number of conversions in my campaign and be able to break it down by channel I can see the total reach or impressions in my campaign and be able to break it down by channel. Reach is fans + followers + subs + anonymous visitors + mobile #. I can see the total number of evangelists in my campaign and be able to break it down by channel I can see how a link performed across all channels I can measure how much effort was put into my messaging and how that effort produced results. Example: Tweets are easy, but to they perform well in this campaign. I can see my top engaged individuals in my campaign I can see the relative health of the audiences in my campaign I can see the lift that messaging in one channel helped other channels. Example: I got a lot of new Twitter followers because of an email I sent out. CROSS CAMPAIGN I can compare the results and stats from one campaign to another TAXONOMY WORKF This is used to give naming and structure to campaigns and how they relate to each other in a way that makes sense to marketing departments. I find that this concept is analogous to master slides in Powerpoint. Will likely tackle these stories once everything else done. Reason being that the taxonomy could cover everything and should get that nailed first. This is a premium Campaigns Give the user too processes aroun stories found in t This includes app formal collaborat Campaign types (e.g. A/B test campaign)
  14. 14. ADMIN I can create a campaign and give it a name. I can create a naming convention that all campaigns must adhere to. I can provide a description of the campaign for others to read and know what the campaign is about without having to look into all the details. I can give the campaign a color so that I can visually group similar campaigns together. I can give the campaign an identifier (called Campaign Code) to be used in API calls and data exports around the campaign I can share a campaign with one or more business units so that I can work with other users found in those BUs. PLAN I can add messaging placeholders to the campaign that I later fill in the details necessary to execute a message - namely the content and the audience. I can specify a frequency plan by which all messages sent from the campaign will abide by. For example, “I want no more that 3 emails going to each person that is a part of this campaign.” TODO: More detail can be added here - particularly the concept of frequency scoring. GOAL I can specify my c as the number of added to the aud associated to the c I can specify my camp number of Contacts specified attribute ha changed from X to Y would like to set the g the people that go thr
  15. 15. JUST%THE%BEGINNING% ! Companies!are!about!ideas.!!Most!great!ideas!start!as!a!point!product,!a!small,!niche!thing.!!And!then!one!day!you!realize! “Oh!my!God!!!Something!really,!really!big!is!going!to!happen!to!this!idea.”!!Most!people’s!early!reaction!to!Google!was! quizzical:!why!do!you!need!to!search!for!pictures!of!cat?!!Same!thing!happened!to!eBay:!what’s!the!point!of!trading!beany! babies?!!The!personal!computer!was!supposed!sell!at!most!6!times.!!! ! Magnetic’s!key!idea!is!not!about!serving!media.!!That’s!very!limited!(and!quickly!shrinking)!view!of!the!opportunities.!!Our! core!idea!is!creating!personalization!and!optimization!through!data!and!mathematics.!!It!looks!as!though!most!all!all! companies!are!using!the!idea!in!a!limited!fashion,!to!optimize!web!pages!and!personalize!ads!and!improve!clicks.!!That’s! important.!!But!the!big!idea!is!to!apply!it!to!every!consumer!experience!in!the!world!and!make!it!better,!even!by!1%.!!In! marketing,!it!clearly!makes!lives!better!for!both!the!marketer!and!the!customer,!but!we!could!use!the!same!optimization! ideas!to,!say,!keep!the!users!coming!back!for!more!in!a!mobile!app!vs.!merely!thinking!about!how!to!serve!ads!in!mobile.!!Or! we!could!come!up!with!a!quick!way!to!detect!and!avoid!fraud.!!The!technology!we!aim!to!build!goes!way!beyond!marketing.!! So!think!about!those!uses!down!the!line!and!bring!some!ideas!to!me!! % INVESTMENT%STRATEGY% What)do)we)do)in)2016?)Should)we)invest)in)enhancing)the)current)codebase)or)build)a)new)one?) ! We!need!to!stop!building!on!top!of!an!obsolete!platform.!!Start!investing!in!the!new!platform.!!The!new!apps!we!want!to! build!must!be!built!on!the!“new”!platform!as!soon!as!possible.!!They!should!allow!customers!to!do!things!others!can’t!do.!! Trying!to!breathe!a!new!life!into!the!legacy!platform!that!can!barely!meet!our!current!needs!will!slow!our!march!toward!the! future.!! ! Fortunately,!our!immediate!product!opportunities!are!sitting!right!under!our!noses!!!Our!700!clients!have!paid!us!$85M,! while!telling!us!repeatedly!what!they!want!from!us.!!The!biggest!bang!for!the!buck!in!the!next!12!months!will!come!not! from!us!chasing!blue!sky!projects!(though!we!will!do!that!too!through!our!MagLab),!but!from!building!what!our!clients!have! already!been!waiting!for.!!The!Great!Product!is!not!out!there!somewhere.!!It’s!sitting!right!here!in!our!backyards.! ! At!the!same!time,!we!are!realistic.!!We!do!need!a!“survival”!strategy!to!stabilize!the!direct!business.!!Filling!out!a!few! essential!gaps!(Web!Rec!UI,!A/B!Testing,!Email!Triggers,!Email!Generation)!will!have!two!benefits.!!First,!it!will!slow!down! the!revenue!erosion!a!little,!giving!us!some!breathing!room.!!Second,!we!need!more!time!to!put!the!foundation!pieces! together!for!the!new!platform.!!As!we!can’t!make!new!promises,!we!have!to!deliver!on!the!old!ones!we!haven’t!kept.!! ! The!sooner!we!start!building!the!new!stuff,!the!sooner!we!will!ignite!superlative!growth.!!! ! PRODUCT%FOCUS% Among)all)the)products,)where)do)we)focus)first?) ! We!focus!on!two!products.!Analytics!2.0!and!Web!Recs.! ! Analytics!because!that!is!the!most!effective!way!to!showcase!our!most!compelling!differentiator:!our!unified!data.!!Our! clients!need!to!experience!the!power!of!the!dark!side,!er,!I!mean,!Analytics!and!insights.!!Only!then!they!will!get!hooked! forever.!!It’s!a!massive!opportunity.!! ! Web!Recs!is!a!priority!for!two!reasons.!First,!a!lean,!UI]driven,!modern!WR!powered!by!our!“live”!data!will!create!a!great! data!collecting!Trojan!horse.!!This!will!finally!help!us!scale!our!data!network!in!quantity!and!quality—something!we!don’t! do!well.!!Second,!when!we!decide!to!give!it!away!for!free!or!at!a!nominal!price,!we!could!in!fact!kill!an!entire!cottage! industry.!!Why!focus!on!destroy!a!competitor!when!you!can!destroy!an!entire!industry?!! ! Before!we!delve!into!product!details,!it!is!important!to!frame!the!strategic!directions!that!inform!our!future!architecture.!! ! The!future!state!of!our!architectural!framework!must!be!driven!by!three!core!ideas!and!five!core!principles.!!
  16. 16. JUST%THE%BEGINNING% ! Companies!are!about!ideas.!!Most!great!ideas!start!as!a!point!product,!a!small,!niche!thing.!!And!then!one!day!you!realize! “Oh!my!God!!!Something!really,!really!big!is!going!to!happen!to!this!idea.”!!Most!people’s!early!reaction!to!Google!was! quizzical:!why!do!you!need!to!search!for!pictures!of!cat?!!Same!thing!happened!to!eBay:!what’s!the!point!of!trading!beany! babies?!!The!personal!computer!was!supposed!sell!at!most!6!times.!!! ! Magnetic’s!key!idea!is!not!about!serving!media.!!That’s!very!limited!(and!quickly!shrinking)!view!of!the!opportunities.!!Our! core!idea!is!creating!personalization!and!optimization!through!data!and!mathematics.!!It!looks!as!though!most!all!all! companies!are!using!the!idea!in!a!limited!fashion,!to!optimize!web!pages!and!personalize!ads!and!improve!clicks.!!That’s! important.!!But!the!big!idea!is!to!apply!it!to!every!consumer!experience!in!the!world!and!make!it!better,!even!by!1%.!!In! marketing,!it!clearly!makes!lives!better!for!both!the!marketer!and!the!customer,!but!we!could!use!the!same!optimization! ideas!to,!say,!keep!the!users!coming!back!for!more!in!a!mobile!app!vs.!merely!thinking!about!how!to!serve!ads!in!mobile.!!Or! we!could!come!up!with!a!quick!way!to!detect!and!avoid!fraud.!!The!technology!we!aim!to!build!goes!way!beyond!marketing.!! So!think!about!those!uses!down!the!line!and!bring!some!ideas!to!me!! % INVESTMENT%STRATEGY% What)do)we)do)in)2016?)Should)we)invest)in)enhancing)the)current)codebase)or)build)a)new)one?) ! We!need!to!stop!building!on!top!of!an!obsolete!platform.!!Start!investing!in!the!new!platform.!!The!new!apps!we!want!to! build!must!be!built!on!the!“new”!platform!as!soon!as!possible.!!They!should!allow!customers!to!do!things!others!can’t!do.!! Trying!to!breathe!a!new!life!into!the!legacy!platform!that!can!barely!meet!our!current!needs!will!slow!our!march!toward!the! future.!! ! Fortunately,!our!immediate!product!opportunities!are!sitting!right!under!our!noses!!!Our!700!clients!have!paid!us!$85M,! while!telling!us!repeatedly!what!they!want!from!us.!!The!biggest!bang!for!the!buck!in!the!next!12!months!will!come!not! from!us!chasing!blue!sky!projects!(though!we!will!do!that!too!through!our!MagLab),!but!from!building!what!our!clients!have! already!been!waiting!for.!!The!Great!Product!is!not!out!there!somewhere.!!It’s!sitting!right!here!in!our!backyards.! ! At!the!same!time,!we!are!realistic.!!We!do!need!a!“survival”!strategy!to!stabilize!the!direct!business.!!Filling!out!a!few! essential!gaps!(Web!Rec!UI,!A/B!Testing,!Email!Triggers,!Email!Generation)!will!have!two!benefits.!!First,!it!will!slow!down! the!revenue!erosion!a!little,!giving!us!some!breathing!room.!!Second,!we!need!more!time!to!put!the!foundation!pieces! together!for!the!new!platform.!!As!we!can’t!make!new!promises,!we!have!to!deliver!on!the!old!ones!we!haven’t!kept.!! ! The!sooner!we!start!building!the!new!stuff,!the!sooner!we!will!ignite!superlative!growth.!!! ! PRODUCT%FOCUS% Among)all)the)products,)where)do)we)focus)first?) ! We!focus!on!two!products.!Analytics!2.0!and!Web!Recs.! ! Analytics!because!that!is!the!most!effective!way!to!showcase!our!most!compelling!differentiator:!our!unified!data.!!Our! clients!need!to!experience!the!power!of!the!dark!side,!er,!I!mean,!Analytics!and!insights.!!Only!then!they!will!get!hooked! forever.!!It’s!a!massive!opportunity.!! ! Web!Recs!is!a!priority!for!two!reasons.!First,!a!lean,!UI]driven,!modern!WR!powered!by!our!“live”!data!will!create!a!great! data!collecting!Trojan!horse.!!This!will!finally!help!us!scale!our!data!network!in!quantity!and!quality—something!we!don’t! do!well.!!Second,!when!we!decide!to!give!it!away!for!free!or!at!a!nominal!price,!we!could!in!fact!kill!an!entire!cottage! industry.!!Why!focus!on!destroy!a!competitor!when!you!can!destroy!an!entire!industry?!! ! Before!we!delve!into!product!details,!it!is!important!to!frame!the!strategic!directions!that!inform!our!future!architecture.!! ! The!future!state!of!our!architectural!framework!must!be!driven!by!three!core!ideas!and!five!core!principles.!!
  17. 17. CampaignStudioStorymap Max 10 Stories High ADMIN I can create a campaign and give it a name. I can create a naming convention that all campaigns must adhere to. I can provide a description of the campaign for others to read and know what the campaign is about without having to look into all the details. I can give the campaign a color so that I can visually group similar campaigns together. I can give the campaign an identifier (called Campaign Code) to be used in API calls and data exports around the campaign I can share a campaign with one or more business units so that I can work with other users found in those BUs. I can copy a campaign with all of it’s data and then make changes so that the process of creating similar campaigns are easier I can delete a campaign. Deleting a campaign will not affect any assets or other objects associated with the campaign. I can archive a campaign that I’m no longer using to just get it out of the way of the UI I can add tags to a campaign to better categorize many campaigns in my account. I can mark a campaign as a favorite so that I can quickly find the most important campaigns in my account. I can add arbitrary meta data in the form of name-value pairs to later be used in links, reports, etc. I can associate an image with a campaign to easily and visually identify a campaign. Many times, this will be an image of the product that I’m trying to sell. I can upgrade from the Campaigns tool included in the IMH to the premium Campaign Studio app. PLAN I can add messaging placeholders to the campaign that I later fill in the details necessary to execute a message - namely the content and the audience. I can specify a frequency plan by which all messages sent from the campaign will abide by. For example, “I want no more that 3 emails going to each person that is a part of this campaign.” TODO: More detail can be added here - particularly the concept of frequency scoring. I can upload a marketing plan that I’ve created outside of the app for reference purposes. The plan could be a PPT, Excel, Word, PDF, image, etc. GOALS I can specify my campaign goal as the number of Contacts added to the audiences associated to the campaign. I can specify my campaign goal as number of Contacts who’s specified attribute had its value changed from X to Y. For example, I would like to set the goal that 23% of the people that go through this campaigns has their “Purchased” attribute change from “No” to “Yes”. I can specify my campaign goal as a level of engagement with the messages that have been sent from the campaign. For example, I would like to have a 13% open rate for all emails sent from this campaign. I can provide a text description of what my goal is when I don’t have hard data to support measurement of my goals. ASSOCIATE I can associate an asset to a campaign from either the asset's native app or from the Campaigns app I can associate an email to a campaign. I can associate a tweet to a campaign. I can associate a Twitter direct message to a campaign. I can associate a Facebook post (aka status update) to a campaign I can associate a Facebook comment to a campaign I can associate a Facebook direct message to a campaign I can associate a Social Page to a campaign I can associate a landing page to a campaign I can associate a text message to a campaign I can associate a link (URL) to a campaign. I can associate an image to a campaign. I can associate a content area to a campaign. I can associate a product to a campaign. I can associate an offer to a campaign. I can associate a triggered send to a campaign MESSAGES CREATIVE / OTHER ASSETS When a message is associated to a campaign, I can have the links, images, and content areas found in that message also associated to the campaign. I can associate an audience to a campaign from the object's native app or from the Campaigns app I can associate a subscriber list to a campaign. I can associate a subscriber group to a campaign. I can associate a subscriber filter to a campaign. I can associate a sendable data extension to a campaign. I can associate a Audience Builder audience / segment to a campaign. AUDIENCES OTHER I can associate a automation to a campaign from the Automation Studio or from the Campaigns app I can associate an IMH calendar event to a campaign from the IMH calendar or from the Campaigns app I can associate an interaction to a campaign from the Interaction Studio or from the Campaigns app When I associate an email or a text to a campaign, all future sends (jobs) of that message will be associated to the campaign for analytic purposes. From any native app, when I'm viewing an object with a campaign association, I can get quick access to see what else is associated and see high level campaign analytics. (Quickview) When I associate an email or text message to one or more campaigns, by default, I can only send to the audiences associated with the same respective campaigns. When I associate an audience to the campaign, I can only send to the text messages and emails associated to that same campaign. As an Campaigns admin, I can allow my users to override this feature and send to any audience they have access to When I associate an email, I can choose to have all past jobs sent by that email associated to the campaign so that I can gain past analytics about that email. The same is true for audiences and mobile messages associated to a campaign. When I associate an audience to a campaign, all future sends (jobs) to that audience will be associated to the campaign for analytics purposes When I disassociate a message or audience (including those found in an automation), all sends of that message or to that audience will be disassociated from that campaign. As an Campaigns admin, I can allow my users to override this feature and send to any message they have access to I can associate an object to multiple campaigns When I associate an automation or an interaction to a campaign, I can specify that all audiences and messages found in the automation or interaction are to be associated to the campaign as well. This includes if the automation is modified after it has been associated to the campaign. When I associate an automation, all send activities will be associated (i.e. the jobs created from running the automation) will be associated to a campaign for analytics purposes. When I’m editing an automation or interaction, by default, I am only allowed to use messages and audiences associated with a campaign. If I want to add others, then I should have to add it to the campaign as well. CONTROL By default, when I create a campaign, I become the owner of the campaign. As an owner of a campaign, I can control who can see my campaign and what they can do with my campaign. I can give ownership of my campaigns to others. As an administrator of the Campaigns app, I can change ownership of a campaign from one person to another. As an administrator of the Campaigns app, I can change the ownership of all campaigns that a person has to another so that I can quickly handle when someone’s role changes in the organization. EXECUTE I can control the schedule of emails planned ahead from Campaigns without having to go to the Email app. Same is true for all messaging assets associated to the campaign I can control the schedule of associated automations from within the Campaign app without having to go into Automation Studio. I can control the state of associated interactions from within the Campaign app without having to go into Interaction Studio. I can specify that all messages sent from the campaign have additional data on the links found in the messages. The data can come from the campaign code, the campaign’s meta data, or data about the Contact. RELATE I can relate campaigns to each other to manage sophisticated marketing strategies that have a collection of primary and secondary goals. I can create a campaign from within another campaign and have the two campaigns automatically related to each other. I can specify that the assets associated to a campaign are associated down to one or more of its related campaigns. I can specify that all future campaign relationships to my campaign will have specified assets associated down. When I un-associate an item from a campaign, I can choose to un-associate that item from its related campaigns if I have associated that item down in the past. When I associate down audiences from my campaign to other related campaigns, I can apply a filter so that only a segment of the audience is associated down to the related campaign. This will be termed the campaign audience filter. I can specify that the audience filters in my campaign be applied manually through the campaign’s user interface. I can specify that the audience filters in my campaign be applied on a schedule. I can specify that the audience filters in my campaign be applied anytime people are added or removed from the source audience. Because this filter is “listening” to the source audience, I will specify when I want to publish this filter and thus begin listening. Likewise, to edit a filter that is already published, I will need to create a new draft of the filter, edit the draft, and then publish the draft over the existing published filter. I can prioritize the audience filters in my campaign so that I can apply a waterfall segmentation technique throughout my related campaigns similar to how segments are built in Audience Builder. When I apply priority to my campaign audience filters, I can see the number of people that meet the criteria set in each filter, but do not make it through because they have met the criteria of a filter with a higher priority. I refer to this set of people as potentials. I refer to the set of people that do meet the criteria and priority as qualifiers. When I’m creating and managing campaign audience filters, I can have the current data set of the source audience “overlaid” so that I can see the number of potentials and qualifiers for each filter if I were to publish it with its current settings. For analytics and optimization purposes, I can see the history of potentials and qualifiers for each campaign audience filter. When I’m creating and managing campaign audience filters, I can see how the filters would have behaved if I had published them X days ago and thus forecast how the filters might behave in the future. I can specify that all campaigns that are related to mine have their analytics aggregated back up to my campaign. I can drill in and out of the analytics to understand how each related campaign is contributing to the total aggregated analytics. AUDIENCE FILTERS ANALYZE EMAIL I can see all the jobs associated to a campaign and their respective stats I can drill in to understand how one email performed over multiple sends I can drill in to understand how my automated jobs are performing. Then drill further down into a single automation and understand how it is performing. Then drill further down to see how individual steps and emails are performing For each major email stat, I can see aggregated totals (and their respective rates) from all jobs associated to a campaign. For each major email stat, I can see aggregated trending. In the trending, I can see the sending events overlaid so that I can understand how the values were affected by my sends I can see the performance of links (URLs) across all jobs associated to my campaign I can see how many times a content area was sent and viewed I can understand the latency differences between the numbers shown in Pulse, channel apps, campaigns, and Report Builder MOBILE Most email user stories apply to mobile as well I can see the stats breakdown of auto-respond texts vs my intentional sends I can breakdown stats around inbound texts by template type I can breakdown stats around inbound texts by keyword I can breakdown (inbound & outbound) stats by short code I can see the top individuals who open and clicks links in emails I send them SOCIAL Most email user stories apply to social channels as well I can see Twitter stats breakdown by replies and retweets I can see Facebook stats breakdown by comments, likes, and shares. SITES Most email user stories apply to landing pages as well CROSS CHANNEL I can see the total number of interactions in my campaign and be able to break it down by channel I can see the total number of conversions in my campaign and be able to break it down by channel I can see the total reach or impressions in my campaign and be able to break it down by channel. Reach is fans + followers + subs + anonymous visitors + mobile #. I can see the total number of evangelists in my campaign and be able to break it down by channel I can see how a link performed across all channels I can measure how much effort was put into my messaging and how that effort produced results. Example: Tweets are easy, but to they perform well in this campaign. I can see my top engaged individuals in my campaign I can see the relative health of the audiences in my campaign I can see the lift that messaging in one channel helped other channels. Example: I got a lot of new Twitter followers because of an email I sent out. CROSS CAMPAIGN I can compare the results and stats from one campaign to another TAXONOMY WORKFLOW This is used to give naming and structure to campaigns and how they relate to each other in a way that makes sense to marketing departments. I find that this concept is analogous to master slides in Powerpoint. Will likely tackle these stories once everything else done. Reason being that the taxonomy could cover everything and should get that nailed first. This is a premium feature for Campaigns Give the user tools to place processes around the user stories found in this document. This includes approvals and formal collaborative processes. Campaign types (e.g. A/B test campaign) JUST%THE%BEGINNING% ! Companies!are!about!ideas.!!Most!great!ideas!start!as!a!point!product,!a!small,!niche!thing.!!And!then!one!day!you!realize! “Oh!my!God!!!Something!really,!really!big!is!going!to!happen!to!this!idea.”!!Most!people’s!early!reaction!to!Google!was! quizzical:!why!do!you!need!to!search!for!pictures!of!cat?!!Same!thing!happened!to!eBay:!what’s!the!point!of!trading!beany! babies?!!The!personal!computer!was!supposed!sell!at!most!6!times.!!! ! Magnetic’s!key!idea!is!not!about!serving!media.!!That’s!very!limited!(and!quickly!shrinking)!view!of!the!opportunities.!!Our! core!idea!is!creating!personalization!and!optimization!through!data!and!mathematics.!!It!looks!as!though!most!all!all! companies!are!using!the!idea!in!a!limited!fashion,!to!optimize!web!pages!and!personalize!ads!and!improve!clicks.!!That’s! important.!!But!the!big!idea!is!to!apply!it!to!every!consumer!experience!in!the!world!and!make!it!better,!even!by!1%.!!In! marketing,!it!clearly!makes!lives!better!for!both!the!marketer!and!the!customer,!but!we!could!use!the!same!optimization! ideas!to,!say,!keep!the!users!coming!back!for!more!in!a!mobile!app!vs.!merely!thinking!about!how!to!serve!ads!in!mobile.!!Or! we!could!come!up!with!a!quick!way!to!detect!and!avoid!fraud.!!The!technology!we!aim!to!build!goes!way!beyond!marketing.!! So!think!about!those!uses!down!the!line!and!bring!some!ideas!to!me!! % INVESTMENT%STRATEGY% What)do)we)do)in)2016?)Should)we)invest)in)enhancing)the)current)codebase)or)build)a)new)one?) ! We!need!to!stop!building!on!top!of!an!obsolete!platform.!!Start!investing!in!the!new!platform.!!The!new!apps!we!want!to! build!must!be!built!on!the!“new”!platform!as!soon!as!possible.!!They!should!allow!customers!to!do!things!others!can’t!do.!! Trying!to!breathe!a!new!life!into!the!legacy!platform!that!can!barely!meet!our!current!needs!will!slow!our!march!toward!the! future.!! ! Fortunately,!our!immediate!product!opportunities!are!sitting!right!under!our!noses!!!Our!700!clients!have!paid!us!$85M,! while!telling!us!repeatedly!what!they!want!from!us.!!The!biggest!bang!for!the!buck!in!the!next!12!months!will!come!not! from!us!chasing!blue!sky!projects!(though!we!will!do!that!too!through!our!MagLab),!but!from!building!what!our!clients!have! already!been!waiting!for.!!The!Great!Product!is!not!out!there!somewhere.!!It’s!sitting!right!here!in!our!backyards.! ! At!the!same!time,!we!are!realistic.!!We!do!need!a!“survival”!strategy!to!stabilize!the!direct!business.!!Filling!out!a!few! essential!gaps!(Web!Rec!UI,!A/B!Testing,!Email!Triggers,!Email!Generation)!will!have!two!benefits.!!First,!it!will!slow!down! the!revenue!erosion!a!little,!giving!us!some!breathing!room.!!Second,!we!need!more!time!to!put!the!foundation!pieces! together!for!the!new!platform.!!As!we!can’t!make!new!promises,!we!have!to!deliver!on!the!old!ones!we!haven’t!kept.!! ! The!sooner!we!start!building!the!new!stuff,!the!sooner!we!will!ignite!superlative!growth.!!! ! PRODUCT%FOCUS% Among)all)the)products,)where)do)we)focus)first?) ! We!focus!on!two!products.!Analytics!2.0!and!Web!Recs.! ! Analytics!because!that!is!the!most!effective!way!to!showcase!our!most!compelling!differentiator:!our!unified!data.!!Our! clients!need!to!experience!the!power!of!the!dark!side,!er,!I!mean,!Analytics!and!insights.!!Only!then!they!will!get!hooked! forever.!!It’s!a!massive!opportunity.!! ! Web!Recs!is!a!priority!for!two!reasons.!First,!a!lean,!UI]driven,!modern!WR!powered!by!our!“live”!data!will!create!a!great! data!collecting!Trojan!horse.!!This!will!finally!help!us!scale!our!data!network!in!quantity!and!quality—something!we!don’t! do!well.!!Second,!when!we!decide!to!give!it!away!for!free!or!at!a!nominal!price,!we!could!in!fact!kill!an!entire!cottage! industry.!!Why!focus!on!destroy!a!competitor!when!you!can!destroy!an!entire!industry?!! ! Before!we!delve!into!product!details,!it!is!important!to!frame!the!strategic!directions!that!inform!our!future!architecture.!! ! The!future!state!of!our!architectural!framework!must!be!driven!by!three!core!ideas!and!five!core!principles.!!
  18. 18. The Requirements Spectrum Too Broad Too Specific CampaignStudioStorymap Max 10 Stories High ADMIN I can create a campaign and give it a name. I can create a naming convention that all campaigns must adhere to. I can provide a description of the campaign for others to read and know what the campaign is about without having to look into all the details. I can give the campaign a color so that I can visually group similar campaigns together. I can give the campaign an identifier (called Campaign Code) to be used in API calls and data exports around the campaign I can share a campaign with one or more business units so that I can work with other users found in those BUs. I can copy a campaign with all of it’s data and then make changes so that the process of creating similar campaigns are easier I can delete a campaign. Deleting a campaign will not affect any assets or other objects associated with the campaign. I can archive a campaign that I’m no longer using to just get it out of the way of the UI I can add tags to a campaign to better categorize many campaigns in my account. I can mark a campaign as a favorite so that I can quickly find the most important campaigns in my account. I can add arbitrary meta data in the form of name-value pairs to later be used in links, reports, etc. I can associate an image with a campaign to easily and visually identify a campaign. Many times, this will be an image of the product that I’m trying to sell. I can upgrade from the Campaigns tool included in the IMH to the premium Campaign Studio app. PLAN I can add messaging placeholders to the campaign that I later fill in the details necessary to execute a message - namely the content and the audience. I can specify a frequency plan by which all messages sent from the campaign will abide by. For example, “I want no more that 3 emails going to each person that is a part of this campaign.” TODO: More detail can be added here - particularly the concept of frequency scoring. I can upload a marketing plan that I’ve created outside of the app for reference purposes. The plan could be a PPT, Excel, Word, PDF, image, etc. GOALS I can specify my campaign goal as the number of Contacts added to the audiences associated to the campaign. I can specify my campaign goal as number of Contacts who’s specified attribute had its value changed from X to Y. For example, I would like to set the goal that 23% of the people that go through this campaigns has their “Purchased” attribute change from “No” to “Yes”. I can specify my campaign goal as a level of engagement with the messages that have been sent from the campaign. For example, I would like to have a 13% open rate for all emails sent from this campaign. I can provide a text description of what my goal is when I don’t have hard data to support measurement of my goals. ASSOCIATE I can associate an asset to a campaign from either the asset's native app or from the Campaigns app I can associate an email to a campaign. I can associate a tweet to a campaign. I can associate a Twitter direct message to a campaign. I can associate a Facebook post (aka status update) to a campaign I can associate a Facebook comment to a campaign I can associate a Facebook direct message to a campaign I can associate a Social Page to a campaign I can associate a landing page to a campaign I can associate a text message to a campaign I can associate a link (URL) to a campaign. I can associate an image to a campaign. I can associate a content area to a campaign. I can associate a product to a campaign. I can associate an offer to a campaign. I can associate a triggered send to a campaign MESSAGES CREATIVE / OTHER ASSETS When a message is associated to a campaign, I can have the links, images, and content areas found in that message also associated to the campaign. I can associate an audience to a campaign from the object's native app or from the Campaigns app I can associate a subscriber list to a campaign. I can associate a subscriber group to a campaign. I can associate a subscriber filter to a campaign. I can associate a sendable data extension to a campaign. I can associate a Audience Builder audience / segment to a campaign. AUDIENCES OTHER I can associate a automation to a campaign from the Automation Studio or from the Campaigns app I can associate an IMH calendar event to a campaign from the IMH calendar or from the Campaigns app I can associate an interaction to a campaign from the Interaction Studio or from the Campaigns app When I associate an email or a text to a campaign, all future sends (jobs) of that message will be associated to the campaign for analytic purposes. From any native app, when I'm viewing an object with a campaign association, I can get quick access to see what else is associated and see high level campaign analytics. (Quickview) When I associate an email or text message to one or more campaigns, by default, I can only send to the audiences associated with the same respective campaigns. When I associate an audience to the campaign, I can only send to the text messages and emails associated to that same campaign. As an Campaigns admin, I can allow my users to override this feature and send to any audience they have access to When I associate an email, I can choose to have all past jobs sent by that email associated to the campaign so that I can gain past analytics about that email. The same is true for audiences and mobile messages associated to a campaign. When I associate an audience to a campaign, all future sends (jobs) to that audience will be associated to the campaign for analytics purposes When I disassociate a message or audience (including those found in an automation), all sends of that message or to that audience will be disassociated from that campaign. As an Campaigns admin, I can allow my users to override this feature and send to any message they have access to I can associate an object to multiple campaigns When I associate an automation or an interaction to a campaign, I can specify that all audiences and messages found in the automation or interaction are to be associated to the campaign as well. This includes if the automation is modified after it has been associated to the campaign. When I associate an automation, all send activities will be associated (i.e. the jobs created from running the automation) will be associated to a campaign for analytics purposes. When I’m editing an automation or interaction, by default, I am only allowed to use messages and audiences associated with a campaign. If I want to add others, then I should have to add it to the campaign as well. CONTROL By default, when I create a campaign, I become the owner of the campaign. As an owner of a campaign, I can control who can see my campaign and what they can do with my campaign. I can give ownership of my campaigns to others. As an administrator of the Campaigns app, I can change ownership of a campaign from one person to another. As an administrator of the Campaigns app, I can change the ownership of all campaigns that a person has to another so that I can quickly handle when someone’s role changes in the organization. EXECUTE I can control the schedule of emails planned ahead from Campaigns without having to go to the Email app. Same is true for all messaging assets associated to the campaign I can control the schedule of associated automations from within the Campaign app without having to go into Automation Studio. I can control the state of associated interactions from within the Campaign app without having to go into Interaction Studio. I can specify that all messages sent from the campaign have additional data on the links found in the messages. The data can come from the campaign code, the campaign’s meta data, or data about the Contact. RELATE I can relate campaigns to each other to manage sophisticated marketing strategies that have a collection of primary and secondary goals. I can create a campaign from within another campaign and have the two campaigns automatically related to each other. I can specify that the assets associated to a campaign are associated down to one or more of its related campaigns. I can specify that all future campaign relationships to my campaign will have specified assets associated down. When I un-associate an item from a campaign, I can choose to un-associate that item from its related campaigns if I have associated that item down in the past. When I associate down audiences from my campaign to other related campaigns, I can apply a filter so that only a segment of the audience is associated down to the related campaign. This will be termed the campaign audience filter. I can specify that the audience filters in my campaign be applied manually through the campaign’s user interface. I can specify that the audience filters in my campaign be applied on a schedule. I can specify that the audience filters in my campaign be applied anytime people are added or removed from the source audience. Because this filter is “listening” to the source audience, I will specify when I want to publish this filter and thus begin listening. Likewise, to edit a filter that is already published, I will need to create a new draft of the filter, edit the draft, and then publish the draft over the existing published filter. I can prioritize the audience filters in my campaign so that I can apply a waterfall segmentation technique throughout my related campaigns similar to how segments are built in Audience Builder. When I apply priority to my campaign audience filters, I can see the number of people that meet the criteria set in each filter, but do not make it through because they have met the criteria of a filter with a higher priority. I refer to this set of people as potentials. I refer to the set of people that do meet the criteria and priority as qualifiers. When I’m creating and managing campaign audience filters, I can have the current data set of the source audience “overlaid” so that I can see the number of potentials and qualifiers for each filter if I were to publish it with its current settings. For analytics and optimization purposes, I can see the history of potentials and qualifiers for each campaign audience filter. When I’m creating and managing campaign audience filters, I can see how the filters would have behaved if I had published them X days ago and thus forecast how the filters might behave in the future. I can specify that all campaigns that are related to mine have their analytics aggregated back up to my campaign. I can drill in and out of the analytics to understand how each related campaign is contributing to the total aggregated analytics. AUDIENCE FILTERS ANALYZE EMAIL I can see all the jobs associated to a campaign and their respective stats I can drill in to understand how one email performed over multiple sends I can drill in to understand how my automated jobs are performing. Then drill further down into a single automation and understand how it is performing. Then drill further down to see how individual steps and emails are performing For each major email stat, I can see aggregated totals (and their respective rates) from all jobs associated to a campaign. For each major email stat, I can see aggregated trending. In the trending, I can see the sending events overlaid so that I can understand how the values were affected by my sends I can see the performance of links (URLs) across all jobs associated to my campaign I can see how many times a content area was sent and viewed I can understand the latency differences between the numbers shown in Pulse, channel apps, campaigns, and Report Builder MOBILE Most email user stories apply to mobile as well I can see the stats breakdown of auto-respond texts vs my intentional sends I can breakdown stats around inbound texts by template type I can breakdown stats around inbound texts by keyword I can breakdown (inbound & outbound) stats by short code I can see the top individuals who open and clicks links in emails I send them SOCIAL Most email user stories apply to social channels as well I can see Twitter stats breakdown by replies and retweets I can see Facebook stats breakdown by comments, likes, and shares. SITES Most email user stories apply to landing pages as well CROSS CHANNEL I can see the total number of interactions in my campaign and be able to break it down by channel I can see the total number of conversions in my campaign and be able to break it down by channel I can see the total reach or impressions in my campaign and be able to break it down by channel. Reach is fans + followers + subs + anonymous visitors + mobile #. I can see the total number of evangelists in my campaign and be able to break it down by channel I can see how a link performed across all channels I can measure how much effort was put into my messaging and how that effort produced results. Example: Tweets are easy, but to they perform well in this campaign. I can see my top engaged individuals in my campaign I can see the relative health of the audiences in my campaign I can see the lift that messaging in one channel helped other channels. Example: I got a lot of new Twitter followers because of an email I sent out. CROSS CAMPAIGN I can compare the results and stats from one campaign to another TAXONOMY WORKFLOW This is used to give naming and structure to campaigns and how they relate to each other in a way that makes sense to marketing departments. I find that this concept is analogous to master slides in Powerpoint. Will likely tackle these stories once everything else done. Reason being that the taxonomy could cover everything and should get that nailed first. This is a premium feature for Campaigns Give the user tools to place processes around the user stories found in this document. This includes approvals and formal collaborative processes. Campaign types (e.g. A/B test campaign) JUST%THE%BEGINNING% ! Companies!are!about!ideas.!!Most!great!ideas!start!as!a!point!product,!a!small,!niche!thing.!!And!then!one!day!you!realize! “Oh!my!God!!!Something!really,!really!big!is!going!to!happen!to!this!idea.”!!Most!people’s!early!reaction!to!Google!was! quizzical:!why!do!you!need!to!search!for!pictures!of!cat?!!Same!thing!happened!to!eBay:!what’s!the!point!of!trading!beany! babies?!!The!personal!computer!was!supposed!sell!at!most!6!times.!!! ! Magnetic’s!key!idea!is!not!about!serving!media.!!That’s!very!limited!(and!quickly!shrinking)!view!of!the!opportunities.!!Our! core!idea!is!creating!personalization!and!optimization!through!data!and!mathematics.!!It!looks!as!though!most!all!all! companies!are!using!the!idea!in!a!limited!fashion,!to!optimize!web!pages!and!personalize!ads!and!improve!clicks.!!That’s! important.!!But!the!big!idea!is!to!apply!it!to!every!consumer!experience!in!the!world!and!make!it!better,!even!by!1%.!!In! marketing,!it!clearly!makes!lives!better!for!both!the!marketer!and!the!customer,!but!we!could!use!the!same!optimization! ideas!to,!say,!keep!the!users!coming!back!for!more!in!a!mobile!app!vs.!merely!thinking!about!how!to!serve!ads!in!mobile.!!Or! we!could!come!up!with!a!quick!way!to!detect!and!avoid!fraud.!!The!technology!we!aim!to!build!goes!way!beyond!marketing.!! So!think!about!those!uses!down!the!line!and!bring!some!ideas!to!me!! % INVESTMENT%STRATEGY% What)do)we)do)in)2016?)Should)we)invest)in)enhancing)the)current)codebase)or)build)a)new)one?) ! We!need!to!stop!building!on!top!of!an!obsolete!platform.!!Start!investing!in!the!new!platform.!!The!new!apps!we!want!to! build!must!be!built!on!the!“new”!platform!as!soon!as!possible.!!They!should!allow!customers!to!do!things!others!can’t!do.!! Trying!to!breathe!a!new!life!into!the!legacy!platform!that!can!barely!meet!our!current!needs!will!slow!our!march!toward!the! future.!! ! Fortunately,!our!immediate!product!opportunities!are!sitting!right!under!our!noses!!!Our!700!clients!have!paid!us!$85M,! while!telling!us!repeatedly!what!they!want!from!us.!!The!biggest!bang!for!the!buck!in!the!next!12!months!will!come!not! from!us!chasing!blue!sky!projects!(though!we!will!do!that!too!through!our!MagLab),!but!from!building!what!our!clients!have! already!been!waiting!for.!!The!Great!Product!is!not!out!there!somewhere.!!It’s!sitting!right!here!in!our!backyards.! ! At!the!same!time,!we!are!realistic.!!We!do!need!a!“survival”!strategy!to!stabilize!the!direct!business.!!Filling!out!a!few! essential!gaps!(Web!Rec!UI,!A/B!Testing,!Email!Triggers,!Email!Generation)!will!have!two!benefits.!!First,!it!will!slow!down! the!revenue!erosion!a!little,!giving!us!some!breathing!room.!!Second,!we!need!more!time!to!put!the!foundation!pieces! together!for!the!new!platform.!!As!we!can’t!make!new!promises,!we!have!to!deliver!on!the!old!ones!we!haven’t!kept.!! ! The!sooner!we!start!building!the!new!stuff,!the!sooner!we!will!ignite!superlative!growth.!!! ! PRODUCT%FOCUS% Among)all)the)products,)where)do)we)focus)first?) ! We!focus!on!two!products.!Analytics!2.0!and!Web!Recs.! ! Analytics!because!that!is!the!most!effective!way!to!showcase!our!most!compelling!differentiator:!our!unified!data.!!Our! clients!need!to!experience!the!power!of!the!dark!side,!er,!I!mean,!Analytics!and!insights.!!Only!then!they!will!get!hooked! forever.!!It’s!a!massive!opportunity.!! ! Web!Recs!is!a!priority!for!two!reasons.!First,!a!lean,!UI]driven,!modern!WR!powered!by!our!“live”!data!will!create!a!great! data!collecting!Trojan!horse.!!This!will!finally!help!us!scale!our!data!network!in!quantity!and!quality—something!we!don’t! do!well.!!Second,!when!we!decide!to!give!it!away!for!free!or!at!a!nominal!price,!we!could!in!fact!kill!an!entire!cottage! industry.!!Why!focus!on!destroy!a!competitor!when!you!can!destroy!an!entire!industry?!! ! Before!we!delve!into!product!details,!it!is!important!to!frame!the!strategic!directions!that!inform!our!future!architecture.!! ! The!future!state!of!our!architectural!framework!must!be!driven!by!three!core!ideas!and!five!core!principles.!!
  19. 19. The Requirements Spectrum Too Broad Too Specific Max 10 Stories High ADMIN I can create a campaign and give it a name. I can create a naming convention that all campaigns must adhere to. I can provide a description of the campaign for others to read and know what the campaign is about without having to look into all the details. I can give the campaign a color so that I can visually group similar campaigns together. I can give the campaign an identifier (called Campaign Code) to be used in API calls and data exports around the campaign I can share a campaign with one or more business units so that I can work with other users found in those BUs. I can copy a campaign with all of it’s data and then make changes so that the process of creating similar campaigns are easier I can delete a campaign. Deleting a campaign will not affect any assets or other objects associated with the campaign. I can archive a campaign that I’m no longer using to just get it out of the way of the UI I can add tags to a campaign to better categorize many campaigns in my account. I can mark a campaign as a favorite so that I can quickly find the most important campaigns in my account. I can add arbitrary meta data in the form of name-value pairs to later be used in links, reports, etc. I can associate an image with a campaign to easily and visually identify a campaign. Many times, this will be an image of the product that I’m trying to sell. I can upgrade from the Campaigns tool included in the IMH to the premium Campaign Studio app. PLAN I can add messaging placeholders to the campaign that I later fill in the details necessary to execute a message - namely the content and the audience. I can specify a frequency plan by which all messages sent from the campaign will abide by. For example, “I want no more that 3 emails going to each person that is a part of this campaign.” TODO: More detail can be added here - particularly the concept of frequency scoring. I can upload a marketing plan that I’ve created outside of the app for reference purposes. The plan could be a PPT, Excel, Word, PDF, image, etc. GOALS I can specify my campaign goal as the number of Contacts added to the audiences associated to the campaign. I can specify my campaign goal as number of Contacts who’s specified attribute had its value changed from X to Y. For example, I would like to set the goal that 23% of the people that go through this campaigns has their “Purchased” attribute change from “No” to “Yes”. I can specify my campaign goal as a level of engagement with the messages that have been sent from the campaign. For example, I would like to have a 13% open rate for all emails sent from this campaign. I can provide a text description of what my goal is when I don’t have hard data to support measurement of my goals. ASSOCIATE I can associate an asset to a campaign from either the asset's native app or from the Campaigns app I can associate an email to a campaign. I can associate a tweet to a campaign. I can associate a Twitter direct message to a campaign. I can associate a Facebook post (aka status update) to a campaign I can associate a Facebook comment to a campaign I can associate a Facebook direct message to a campaign I can associate a Social Page to a campaign I can associate a landing page to a campaign I can associate a text message to a campaign I can associate a link (URL) to a campaign. I can associate an image to a campaign. I can associate a content area to a campaign. I can associate a product to a campaign. I can associate an offer to a campaign. I can associate a triggered send to a campaign MESSAGES CREATIVE / OTHER ASSETS When a message is associated to a campaign, I can have the links, images, and content areas found in that message also associated to the campaign. I can associate an audience to a campaign from the object's native app or from the Campaigns app I can associate a subscriber list to a campaign. I can associate a subscriber group to a campaign. I can associate a subscriber filter to a campaign. I can associate a sendable data extension to a campaign. I can associate a Audience Builder audience / segment to a campaign. AUDIENCES OTHER I can associate a automation to a campaign from the Automation Studio or from the Campaigns app I can associate an IMH calendar event to a campaign from the IMH calendar or from the Campaigns app I can associate an interaction to a campaign from the Interaction Studio or from the Campaigns app When I associate an email or a text to a campaign, all future sends (jobs) of that message will be associated to the campaign for analytic purposes. From any native app, when I'm viewing an object with a campaign association, I can get quick access to see what else is associated and see high level campaign analytics. (Quickview) When I associate an email or text message to one or more campaigns, by default, I can only send to the audiences associated with the same respective campaigns. When I associate an audience to the campaign, I can only send to the text messages and emails associated to that same campaign. As an Campaigns admin, I can allow my users to override this feature and send to any audience they have access to When I associate an email, I can choose to have all past jobs sent by that email associated to the campaign so that I can gain past analytics about that email. The same is true for audiences and mobile messages associated to a campaign. When I associate an audience to a campaign, all future sends (jobs) to that audience will be associated to the campaign for analytics purposes When I disassociate a message or audience (including those found in an automation), all sends of that message or to that audience will be disassociated from that campaign. As an Campaigns admin, I can allow my users to override this feature and send to any message they have access to I can associate an object to multiple campaigns When I associate an automation or an interaction to a campaign, I can specify that all audiences and messages found in the automation or interaction are to be associated to the campaign as well. This includes if the automation is modified after it has been associated to the campaign. When I associate an automation, all send activities will be associated (i.e. the jobs created from running the automation) will be associated to a campaign for analytics purposes. When I’m editing an automation or interaction, by default, I am only allowed to use messages and audiences associated with a campaign. If I want to add others, then I should have to add it to the campaign as well. CONTROL By default, when I create a campaign, I become the owner of the campaign. As an owner of a campaign, I can control who can see my campaign and what they can do with my campaign. I can give ownership of my campaigns to others. As an administrator of the Campaigns app, I can change ownership of a campaign from one person to another. As an administrator of the Campaigns app, I can change the ownership of all campaigns that a person has to another so that I can quickly handle when someone’s role changes in the organization. EXECUTE I can control the schedule of emails planned ahead from Campaigns without having to go to the Email app. Same is true for all messaging assets associated to the campaign I can control the schedule of associated automations from within the Campaign app without having to go into Automation Studio. I can control the state of associated interactions from within the Campaign app without having to go into Interaction Studio. I can specify that all messages sent from the campaign have additional data on the links found in the messages. The data can come from the campaign code, the campaign’s meta data, or data about the Contact. RELATE I can relate campaigns to each other to manage sophisticated marketing strategies that have a collection of primary and secondary goals. I can create a campaign from within another campaign and have the two campaigns automatically related to each other. I can specify that the assets associated to a campaign are associated down to one or more of its related campaigns. I can specify that all future campaign relationships to my campaign will have specified assets associated down. When I un-associate an item from a campaign, I can choose to un-associate that item from its related campaigns if I have associated that item down in the past. When I associate down audiences from my campaign to other related campaigns, I can apply a filter so that only a segment of the audience is associated down to the related campaign. This will be termed the campaign audience filter. I can specify that the audience filters in my campaign be applied manually through the campaign’s user interface. I can specify that the audience filters in my campaign be applied on a schedule. I can specify that the audience filters in my campaign be applied anytime people are added or removed from the source audience. Because this filter is “listening” to the source audience, I will specify when I want to publish this filter and thus begin listening. Likewise, to edit a filter that is already published, I will need to create a new draft of the filter, edit the draft, and then publish the draft over the existing published filter. I can prioritize the audience filters in my campaign so that I can apply a waterfall segmentation technique throughout my related campaigns similar to how segments are built in Audience Builder. When I apply priority to my campaign audience filters, I can see the number of people that meet the criteria set in each filter, but do not make it through because they have met the criteria of a filter with a higher priority. I refer to this set of people as potentials. I refer to the set of people that do meet the criteria and priority as qualifiers. When I’m creating and managing campaign audience filters, I can have the current data set of the source audience “overlaid” so that I can see the number of potentials and qualifiers for each filter if I were to publish it with its current settings. For analytics and optimization purposes, I can see the history of potentials and qualifiers for each campaign audience filter. When I’m creating and managing campaign audience filters, I can see how the filters would have behaved if I had published them X days ago and thus forecast how the filters might behave in the future. I can specify that all campaigns that are related to mine have their analytics aggregated back up to my campaign. I can drill in and out of the analytics to understand how each related campaign is contributing to the total aggregated analytics. AUDIENCE FILTERS ANALYZE EMAIL I can see all the jobs associated to a campaign and their respective stats I can drill in to understand how one email performed over multiple sends I can drill in to understand how my automated jobs are performing. Then drill further down into a single automation and understand how it is performing. Then drill further down to see how individual steps and emails are performing For each major email stat, I can see aggregated totals (and their respective rates) from all jobs associated to a campaign. For each major email stat, I can see aggregated trending. In the trending, I can see the sending events overlaid so that I can understand how the values were affected by my sends I can see the performance of links (URLs) across all jobs associated to my campaign I can see how many times a content area was sent and viewed I can understand the latency differences between the numbers shown in Pulse, channel apps, campaigns, and Report Builder MOBILE Most email user stories apply to mobile as well I can see the stats breakdown of auto-respond texts vs my intentional sends I can breakdown stats around inbound texts by template type I can breakdown stats around inbound texts by keyword I can breakdown (inbound & outbound) stats by short code I can see the top individuals who open and clicks links in emails I send them SOCIAL Most email user stories apply to social channels as well I can see Twitter stats breakdown by replies and retweets I can see Facebook stats breakdown by comments, likes, and shares. SITES Most email user stories apply to landing pages as well CROSS CHANNEL I can see the total number of interactions in my campaign and be able to break it down by channel I can see the total number of conversions in my campaign and be able to break it down by channel I can see the total reach or impressions in my campaign and be able to break it down by channel. Reach is fans + followers + subs + anonymous visitors + mobile #. I can see the total number of evangelists in my campaign and be able to break it down by channel I can see how a link performed across all channels I can measure how much effort was put into my messaging and how that effort produced results. Example: Tweets are easy, but to they perform well in this campaign. I can see my top engaged individuals in my campaign I can see the relative health of the audiences in my campaign I can see the lift that messaging in one channel helped other channels. Example: I got a lot of new Twitter followers because of an email I sent out. CROSS CAMPAIGN I can compare the results and stats from one campaign to another TAXONOMY WORKFLOW This is used to give naming and structure to campaigns and how they relate to each other in a way that makes sense to marketing departments. I find that this concept is analogous to master slides in Powerpoint. Will likely tackle these stories once everything else done. Reason being that the taxonomy could cover everything and should get that nailed first. This is a premium feature for Campaigns Give the user tools to place processes around the user stories found in this document. This includes approvals and formal collaborative processes. Campaign types (e.g. A/B test campaign) JUST%THE%BEGINNING% ! Companies!are!about!ideas.!!Most!great!ideas!start!as!a!point!product,!a!small,!niche!thing.!!And!then!one!day!you!realize! “Oh!my!God!!!Something!really,!really!big!is!going!to!happen!to!this!idea.”!!Most!people’s!early!reaction!to!Google!was! quizzical:!why!do!you!need!to!search!for!pictures!of!cat?!!Same!thing!happened!to!eBay:!what’s!the!point!of!trading!beany! babies?!!The!personal!computer!was!supposed!sell!at!most!6!times.!!! ! Magnetic’s!key!idea!is!not!about!serving!media.!!That’s!very!limited!(and!quickly!shrinking)!view!of!the!opportunities.!!Our! core!idea!is!creating!personalization!and!optimization!through!data!and!mathematics.!!It!looks!as!though!most!all!all! companies!are!using!the!idea!in!a!limited!fashion,!to!optimize!web!pages!and!personalize!ads!and!improve!clicks.!!That’s! important.!!But!the!big!idea!is!to!apply!it!to!every!consumer!experience!in!the!world!and!make!it!better,!even!by!1%.!!In! marketing,!it!clearly!makes!lives!better!for!both!the!marketer!and!the!customer,!but!we!could!use!the!same!optimization! ideas!to,!say,!keep!the!users!coming!back!for!more!in!a!mobile!app!vs.!merely!thinking!about!how!to!serve!ads!in!mobile.!!Or! we!could!come!up!with!a!quick!way!to!detect!and!avoid!fraud.!!The!technology!we!aim!to!build!goes!way!beyond!marketing.!! So!think!about!those!uses!down!the!line!and!bring!some!ideas!to!me!! % INVESTMENT%STRATEGY% What)do)we)do)in)2016?)Should)we)invest)in)enhancing)the)current)codebase)or)build)a)new)one?) ! We!need!to!stop!building!on!top!of!an!obsolete!platform.!!Start!investing!in!the!new!platform.!!The!new!apps!we!want!to! build!must!be!built!on!the!“new”!platform!as!soon!as!possible.!!They!should!allow!customers!to!do!things!others!can’t!do.!! Trying!to!breathe!a!new!life!into!the!legacy!platform!that!can!barely!meet!our!current!needs!will!slow!our!march!toward!the! future.!! ! Fortunately,!our!immediate!product!opportunities!are!sitting!right!under!our!noses!!!Our!700!clients!have!paid!us!$85M,! while!telling!us!repeatedly!what!they!want!from!us.!!The!biggest!bang!for!the!buck!in!the!next!12!months!will!come!not! from!us!chasing!blue!sky!projects!(though!we!will!do!that!too!through!our!MagLab),!but!from!building!what!our!clients!have! already!been!waiting!for.!!The!Great!Product!is!not!out!there!somewhere.!!It’s!sitting!right!here!in!our!backyards.! ! At!the!same!time,!we!are!realistic.!!We!do!need!a!“survival”!strategy!to!stabilize!the!direct!business.!!Filling!out!a!few! essential!gaps!(Web!Rec!UI,!A/B!Testing,!Email!Triggers,!Email!Generation)!will!have!two!benefits.!!First,!it!will!slow!down! the!revenue!erosion!a!little,!giving!us!some!breathing!room.!!Second,!we!need!more!time!to!put!the!foundation!pieces! together!for!the!new!platform.!!As!we!can’t!make!new!promises,!we!have!to!deliver!on!the!old!ones!we!haven’t!kept.!! ! The!sooner!we!start!building!the!new!stuff,!the!sooner!we!will!ignite!superlative!growth.!!! ! PRODUCT%FOCUS% Among)all)the)products,)where)do)we)focus)first?) ! We!focus!on!two!products.!Analytics!2.0!and!Web!Recs.! ! Analytics!because!that!is!the!most!effective!way!to!showcase!our!most!compelling!differentiator:!our!unified!data.!!Our! clients!need!to!experience!the!power!of!the!dark!side,!er,!I!mean,!Analytics!and!insights.!!Only!then!they!will!get!hooked! forever.!!It’s!a!massive!opportunity.!! ! Web!Recs!is!a!priority!for!two!reasons.!First,!a!lean,!UI]driven,!modern!WR!powered!by!our!“live”!data!will!create!a!great! data!collecting!Trojan!horse.!!This!will!finally!help!us!scale!our!data!network!in!quantity!and!quality—something!we!don’t! do!well.!!Second,!when!we!decide!to!give!it!away!for!free!or!at!a!nominal!price,!we!could!in!fact!kill!an!entire!cottage! industry.!!Why!focus!on!destroy!a!competitor!when!you!can!destroy!an!entire!industry?!! ! Before!we!delve!into!product!details,!it!is!important!to!frame!the!strategic!directions!that!inform!our!future!architecture.!! ! The!future!state!of!our!architectural!framework!must!be!driven!by!three!core!ideas!and!five!core!principles.!! Just Right
  20. 20. Too Specific
  21. 21. Just…
  22. 22. “…jazz it up a bit.”
  23. 23. “…put some lipstick on it.”
  24. 24. “…make it sexy.”
  25. 25. Empathize Define Ideate Prototype Test
  26. 26. Empathize Define Ideate Prototype Test
  27. 27. Empathize Define Ideate Prototype Test
  28. 28. Empathize Define Ideate Prototype Test
  29. 29. Speaking Designer #productcampla @DesignMap 
 
 The outline of a solution 
 that kills the chance 
 for others to make 
 meaningful contributions.
  30. 30. Designers

  31. 31. Too Specific
  32. 32. Too Broad
  33. 33. Just…
  34. 34. “…have fun with it.”
  35. 35. “…make it sticky.”
  36. 36. “…do your thing.”
  37. 37. “You know what we need to show. Just… make it simple and modern.”
  38. 38. ? not quite
  39. 39. ? ? no not quite
  40. 40. ? ? no ? no not quite
  41. 41. ? ? no ? no ? no not quite
  42. 42. ? ? no ? no ? no? no not quite
  43. 43. ? ? no ? no ? no? ? no not quite no
  44. 44. ? ? no ? no ? no? no ? no ? no not quite
  45. 45. ? ? no ? no ? no? no ? no ? no ? not quite no
  46. 46. ? ? no ? no ? no? no ? no ? no ? not quite no ?no ? no?no
  47. 47. Too Broad
  48. 48. Too Broad Too SpecificJust Right
  49. 49. Too Specific: 
 Two Techniques
  50. 50. Drawing Out Loud
  51. 51. Drawing Out Loud
  52. 52. Drawing Out Loud
  53. 53. Drawing Out Loud “We have to get people to the dealers as much as we can because our Q1 revenue on that front is short.” “I read some research recently that larger photos are critical for women buyers and influencers.” “I’m hoping that having comparison will drive more page views and help us with ad inventory.”
  54. 54. “The 3 most important things this does…”
  55. 55. Speaking Designer #productcampla @DesignMap • Tell them: • most important thing this does Three Things
  56. 56. Speaking Designer #productcampla @DesignMap • Tell them: • most important thing this does • things you want to be better Three Things
  57. 57. Speaking Designer #productcampla @DesignMap • Tell them: • most important thing this does • things you want to be better • things that cannot change Three Things
  58. 58. Speaking Designer #productcampla @DesignMap • Tell them: • most important thing this does • things you want to be better • things that cannot change • then: make three new versions, each focused on one of the three answers Three Things
  59. 59. Too Broad: 
 Two Techniques
  60. 60. Who-What Mad Libs
  61. 61. “You know what we need to show. Just… make it and .” simple modern
  62. 62. The product is ______________ and _______________. To be successful, the one thing it must do is help _______________ do _____________________. adjective adjective who what Minimum Viable Product Version simple modern
  63. 63. who what Who-What Mad Libs
  64. 64. Show Me the Money
  65. 65. Business Requirements User Design Functional
  66. 66. Business Case Business Case $
  67. 67. “Just make it simple and modern. We want to crack the $370B female car buyer market.”
  68. 68. One for All (!)
  69. 69. “Why? How?”
  70. 70. why how Why-How Ladder
  71. 71. Wrapping Up
  72. 72. Business Case Requirements Documents User Stories Design Documents Functional Product
  73. 73. The Requirements Spectrum Too Broad Too Specific
  74. 74. The Requirements Spectrum Too Broad Too Specific Empathize Define Ideate Prototype Test
  75. 75. The Requirements Spectrum Too Broad Too SpecificJust Right
  76. 76. The Requirements Spectrum Too Broad Too SpecificJust Right

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