This playbook is meant to be a guide for organizations looking to build out and focus their analytics efforts in brand marketing. As difficult as brand can be to measure at times, it's important to create lasting value with your measurement framework and build out standard success pillars that you can benchmark, build and measure your efforts against.

1. BRAND MARKETING
LEADERSHIP PLAYBOOK
ANALYTICS

2. NICK CIFUENTES BRAND ANALYTICS LEADERSHIP PLAYBOOK 5 - 18 - 14
Organizations will be tempted to overcomplicate
their analytics efforts, as discouraging as data is to
most marketers, it’s important to avoid trying to do
too much.
!
To create an action driven environment, it’s
important to focus your playbook on what your main
goals are. Start with a vision / mission statement,
something you can always remind your organization
why you come into the office everyday.
KEEP IT SIMPLE - CREATE A VISION
Identifying success pillars for your team to stand on
each day will help lay the foundation you need to
achieve success:
1. Business Challenges
2. Data Foundation
3. Analytics Implementation
4. Insights
5. Execution & Measurement
6. Distributed Knowledge
7. Innovation
IDENTIFY SUCCESS PILLARS
EXECUTIVE
SUMMARY

3. NICK CIFUENTES BRAND ANALYTICS LEADERSHIP PLAYBOOK 5 - 18 - 14
FOR A LONG TIME, COMPANIES HAVE
ALWAYS USED GUT-FEEL, RATHER
THAN DATA, TO DRIVE MANY
BUSINESS DECISIONS.
“GUT INSTINCT”

4. NICK CIFUENTES BRAND ANALYTICS LEADERSHIP PLAYBOOK 5 - 18 - 14
AND IN A WORLD WHERE EVERY
MINUTE OF EVERY DAY, USERS ARE
LEAVING DATA TRAILS EVERYWHERE
THEY GO, WHETHER IT BE DATA FROM
WEB BEHAVIOR, MOBILE PHONE, IN-
STORE SHOPPING ACTIVITY, GPS
TRACKING, PHYSICAL FITNESS DATA,
SOCIAL MEDIA, THE LIST GOES ON &
ON - A CHANGE IS NEEDED.
DATA IS
EVOLVING

5. NICK CIFUENTES BRAND ANALYTICS LEADERSHIP PLAYBOOK 5 - 18 - 14
MOST COMPANY ISSUES TODAY IS
NOT THE LACK OF DATA, BUT
RATHER HOW THEY PRIORITIZE,
ACCESS, AND UTILIZE THE DELUGE
OF DATA IN REAL-TIME SO THAT IT
HAS ITS GREATEST IMPACT.
YOU NEED TO
PRIORITIZE

6. NICK CIFUENTES BRAND ANALYTICS LEADERSHIP PLAYBOOK 5 - 18 - 14
TO COMPETE WITH THE BEST, YOU
NEED TO ACT LIKE THE BEST. AND
NEED TO ENSURE YOU ARE
EFFICIENT & EFFECTIVE AT
SUPPORTING A GROWING
ECOSYSTEM.
IT’S TIME TO
RESET & FOCUS

7. NICK CIFUENTES BRAND ANALYTICS LEADERSHIP PLAYBOOK 5 - 18 - 14
TO CREATE VALUE FOR YOUR
ORGANIZATION THAT IS DELIVERED
THROUGH INFORMATION THAT
DRIVES INNOVATION.
ESTABLISH A CLEAR
MISSION AND REASON TO
EXIST

8. NICK CIFUENTES BRAND ANALYTICS LEADERSHIP PLAYBOOK 5 - 18 - 14
AFTER ESTABLISHING A MISSION,
YOU MUST FOCUS ON THE
FOUNDATIONAL OBJECTIVES THAT
YOUR ANALYTICS TEAM MUST
FOCUS ON TO DRIVE ANALYTICAL
THINKING THROUGH YOUR
BUSINESS ON A DAILY BASIS.
TO BRIDGE THE GAP BETWEEN DATA
AND DECISIONS - CREATE SUCCESS
PILLARS TO FOCUS THINKING

9. SUCCESS PILLARS
ANALYTICS

10. NICK CIFUENTES BRAND ANALYTICS LEADERSHIP PLAYBOOK 5 - 18 - 14
SUCCESS PILLARS
BUSINESSCHALLENGES
DATAFOUNDATION
INSIGHT
ANALYTICS
SUCCESSPILLARS
BUSINESSCHALLENGESANALYTICSIMPLEMENTATION
DATAFOUNDATION
INSIGHTS
EXECUTION&MEASUREMENT
DISTRIBUTEDKNOWLEDGE
INNOVATION

11. NICK CIFUENTES BRAND ANALYTICS LEADERSHIP PLAYBOOK 5 - 18 - 14
ALIGN ANALYTICS INITIATIVES TO
THE MOST PRESSING BUSINESS
PROBLEMS THAT YOU NEED TO
ADDRESS. YOU NEED TO BE ADDING
ECONOMICVALUE, RATHER THAN
JUST BE SEEN AS MERELY A
SUPPORT FUNCTION.
PILLAR #1
BUSINESS CHALLENGES

12. NICK CIFUENTES BRAND ANALYTICS LEADERSHIP PLAYBOOK 5 - 18 - 14
THE DATA THAT WILL SUPPORT THE
BUSINESS ANALYTICS PROCESS
MUST BE STRONG IN TERMS OF
RELIABILITY, VALIDITY AND
GOVERNANCE. IT’S CRUCIAL YOU
STANDARDIZE ACROSS YOUR ORG
& WORK HAND-IN-HAND WITH
OTHER ANALYTICS FUNCTIONS.
PILLAR #2
DATA FOUNDATION

13. NICK CIFUENTES BRAND ANALYTICS LEADERSHIP PLAYBOOK 5 - 18 - 14
IT’S CRUCIAL THAT YOU ENSURE
THAT ANALYTICS SOLUTIONS ARE
DEVELOPED AND PROVIDED TO THE
ENTERPRISE WITH THE END GOALS
IN MIND.
PILLAR #3
ANALYTICS
IMPLEMENTATION

14. NICK CIFUENTES BRAND ANALYTICS LEADERSHIP PLAYBOOK 5 - 18 - 14
ANALYTICS MUST TRANSFORM
DATA FROM INFORMATION INTO
INTELLIGENCE AND INSIGHT.
PILLAR #4
INSIGHT

15. NICK CIFUENTES BRAND ANALYTICS LEADERSHIP PLAYBOOK 5 - 18 - 14
ANALYTICS MUST BE PUT TO WORK,
AND MUST LEAD TO
ORGANIZATIONAL ACTION AND
PROVIDE GUIDANCE ON HOW TO
TRACK THE RESULTS OF THE
ACTIONS TAKEN.
PILLAR #5
EXECUTION &
MEASUREMENT

16. NICK CIFUENTES BRAND ANALYTICS LEADERSHIP PLAYBOOK 5 - 18 - 14
ANALYTICS MUST BE
COMMUNICATED IN AN EFFECTIVE
AND EFFICIENT MANNER, AND MADE
AVAILABLE TO AS BROAD A GROUP
OF STAKEHOLDERS AS IS
APPROPRIATE.
PILLAR #6
DISTRIBUTED
KNOWLEDGE

17. NICK CIFUENTES BRAND ANALYTICS LEADERSHIP PLAYBOOK 5 - 18 - 14
ANALYTICS MUST BE RELENTLESSLY
INNOVATIVE, BOTH IN ANALYTICAL
APPROACH AND IN HOW THEY
AFFECT THE ORGANIZATION, BY
DEVELOPING SOLUTIONS THAT WILL
“WOW” YOUR BUSINESS LEADERS.
PILLAR #7
INNOVATION

18. WHAT’S MY STRATEGY?

19. NICK CIFUENTES BRAND ANALYTICS LEADERSHIP PLAYBOOK 5 - 18 - 14
THAT SPUR
INNOVATION
PROMOTES
CHANGE
THAT DRIVE
INTELLIGENCE
RESULTSACTIONINSIGHTS
RELIABLE &
CONSISTENT
DATA
SIMPLE
STRATEGY

20. Marketing & strategic brand communications professional with a Master's degree in Marketing & Creative Writing and a B.A.
in Journalism. Over 10 years of progressive experience -- leading global cross-functional teams in the conceptualization and
implementation of data-driven marketing programs & strategy across digital and traditional media platforms.
!
Key brand experience across athletic, retail, automotive, media, entertainment and CPG segments, including key leadership
roles in strategy, analytics and social media. Strong track record of setting strategic direction for the development and
execution of targeted marketing programs to affect brand awareness, buying decisions and audience behaviors. Extensive
knowledge of marketing best practices and program evaluation and strong ability to foster internal and external relationships.
ABOUT ME
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nicholas.cifuentes@gmail.com