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© 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData
1
MATH MEN OR BOTH?
Designing Legendary Brands: a business process to
improve customer experience, analytics and profits
© 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @TheGrok
© 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData© 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData
bryaneisenberg.com
Bryan Eisenberg

bryan@bryaneisenberg.com
@TheGrok
© 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData
3
© 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData
4
© 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData
5
© 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData
6
© 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData
7
© 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @TheGrok
© 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @TheGrok
© 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData
10
Big Data is Not Just Big
Big
Unstructured
Real-time
Velocity Variety
3 V’s of
Big Data
Volume
Terabytes
Records
Transactions
Tables, Files
Batch
Near time
Real time
Streams
Structured
Unstructured
Semistructured
All of the above
© 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData
What happened?
Why it happened?
What will happen?
How can it happen?
Analytics Journey
© 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData
12
© 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData
13
An organization's ability to learn,
and translate that learning into
action rapidly, is the ultimate
competitive advantage.
Jack Welsh, former CEO of GE
“
© 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData
The most important single
thing is to focus obsessively
on the customer. Our goal is
to be earth’s most customer-
centric company.
Jeff Bezos

CEO & President amazon.com
14
“
© 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @TheGrok
© 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData
15
1995...the story begins
© 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @TheGrok
© 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData
16
© 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData
17
30%
of all
ecommerce
sales go
through
amazon
© 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData
The CEO’s long term vision
The balance of power is shifting
toward consumers and away
from companies… The right way
to respond to this if you are a
company is to put the vast
majority of your energy,
attention, and dollars into
building a great product or
service and put a smaller
amount into shouting about it,
marketing it."
4 Pillars to Amazon success
Customer Centricity
Continuous Optimization
Culture of Innovation
Corporate Agility
18
“
© 2014 Buyer Legends, LLC
INBOUND15
© 2014 Buyer Legends, LLC
Simple, yet NOT for beginners
© 2014 Buyer Legends, LLC
© 2014 Buyer Legends, LLC
Two decades of marketing optimization…
© 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData
24
Because the people are
crazy enough to think they
can change the world are
the ones who do.
“
© 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @TheGrok
Retail Evolution
© 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @TheGrok
© 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @TheGrok
© 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData
27
© 2014 Buyer Legends, LLC
© 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @TheGrok
Build a Better Experience/
Or Advertise More?
“We take those funds that might
otherwise be used to shout about
our service, and put those funds
instead into improving the service.
That's the philosophy we've taken
from the beginning. If you do build a
great experience, customers tell
each other about that. Word of
mouth is very powerful.”
Jeff Bezos, CEO of
Amazon, 2003
© 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @TheGrok
19% of Sales Volume
© 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData
Aligning Brand & Metrics to
Improve Customer Experience
If there’s one reason we have done better than of our peers in the
Internet space over the last six years, it is because we have
focused like a laser on customer experience.
31
4 Key Inputs:
Selection: 7x the category depth
Price: 5 to 13% lower than top 5 competitors
Availability: 20 inventory turns, most orders fulfilled by Zone 0-1 shipping
Experience: 13% higher American Customer Satisfaction Index
© 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData
An organization's ability
to learn, and translate
that learning into action
rapidly, is the ultimate
competitive advantage. –
Jack Welch
Big challenges
“ 32
© 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData
How agile are you?
33
If you double the number of
experiments you do per year you’re
going to double your inventiveness.
– Jeff Bezos
“If Amazon was doing over 200 a tests at a given time
since 2004, how many more learnings have they had
than you?
© 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData
34
Never have business teams that 2 pies of pizza can’t
feed! via @TheGrok
© 2014 Buyer Legends, LLC
Creating Remarkable Experiences Takes Planning
© 2014 Buyer Legends, LLC
Bad for communications?
INBOUND15
Empathy represses analytic thought, & vice versa
You want the CEO of a
company to be highly
analytical in order to run a
company efficiently, otherwise
it will go out of business…
“ “
Anthony Jack,
an assistant professor of cognitive science
at Case Western Reserve and lead author
of the new study. "Empathetic and analytic
thinking are, at least to some extent,
mutually exclusive in the brain.” (2012)
© 2014 Buyer Legends, LLC
We tell stories to connect…
© 2014 Buyer Legends, LLC
39
Having worked first hand with the Eisenbergs on
mapping our customers’ critical paths and creating
scenario narratives, I can confidently say the Buyer
Legends process works. My team’s focus at Google
is on acquiring SMB advertising clients. And if you’ve
ever worked with these types of businesses, you
know there is huge diversity through the spectrum of
small and medium businesses. We’d miss
opportunities and gaps by over-aggregating (i.e.
taking too high level a view) though often the
challenge was in effectively communicating our
insights. The Buyer Legends framework allowed us to
more effectively focus our efforts, improving the
bottom line. And equally important, to make a
more compelling case for change with our
marketing, engineering and product colleagues.
Paul Jeszenszky
Head of Global B2B Digital Marketing Center of
Excellence, Google
© 2014-2015 Buyer Legends, LLC
© 2014-2015 Buyer Legends, LLC
The Buyer Legends Recipe
1. Select your perspective - deeper insights produce
better results
2. Perform a pre-mortem - remember Murphy’s Law
3. Outline the story backwards - it forces the why and
helps you measure
4. Draft the Buyer Legend - the better the story the
more money you’ll make by improving execution,
communications and testing
5. Execute - improve, rinse and repeat
© 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @TheGrok
Word-of-mouth is triggered when your customer experiences something far
beyond what was expected, for better or for worse. Slightly exceeding their
expectations just won’t do it.
★ Architectural
★ Kinetic
★ Generous
★ and/ or Identity
A few words about Word of Mouth
INBOUND15
© 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @TheGrok
INBOUND15
Thank you for your attention…
http://www.BryanEisenberg.com
Phone (347) 470-GROK (4765)
Twitter: @TheGrok & @BuyerLegends
bryan@bryaneisenberg.com
http://www.BuyerLegends.com
http://www.BuyerLegends.com http://www.IdealSpot.com

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Buyer Legends Austin Innotech Big Data Marketing Keynote

  • 1. © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData 1 MATH MEN OR BOTH? Designing Legendary Brands: a business process to improve customer experience, analytics and profits
  • 2. © 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @TheGrok © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData© 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData bryaneisenberg.com Bryan Eisenberg
 bryan@bryaneisenberg.com @TheGrok
  • 3. © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData 3
  • 4. © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData 4
  • 5. © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData 5
  • 6. © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData 6
  • 7. © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData 7
  • 8. © 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @TheGrok
  • 9. © 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @TheGrok
  • 10. © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData 10 Big Data is Not Just Big Big Unstructured Real-time Velocity Variety 3 V’s of Big Data Volume Terabytes Records Transactions Tables, Files Batch Near time Real time Streams Structured Unstructured Semistructured All of the above
  • 11. © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData What happened? Why it happened? What will happen? How can it happen? Analytics Journey
  • 12. © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData 12
  • 13. © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData 13 An organization's ability to learn, and translate that learning into action rapidly, is the ultimate competitive advantage. Jack Welsh, former CEO of GE “
  • 14. © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData The most important single thing is to focus obsessively on the customer. Our goal is to be earth’s most customer- centric company. Jeff Bezos
 CEO & President amazon.com 14 “
  • 15. © 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @TheGrok © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData 15 1995...the story begins
  • 16. © 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @TheGrok © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData 16
  • 17. © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData 17 30% of all ecommerce sales go through amazon
  • 18. © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData The CEO’s long term vision The balance of power is shifting toward consumers and away from companies… The right way to respond to this if you are a company is to put the vast majority of your energy, attention, and dollars into building a great product or service and put a smaller amount into shouting about it, marketing it." 4 Pillars to Amazon success Customer Centricity Continuous Optimization Culture of Innovation Corporate Agility 18 “
  • 19. © 2014 Buyer Legends, LLC
  • 21. © 2014 Buyer Legends, LLC Simple, yet NOT for beginners
  • 22. © 2014 Buyer Legends, LLC
  • 23. © 2014 Buyer Legends, LLC Two decades of marketing optimization…
  • 24. © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData 24 Because the people are crazy enough to think they can change the world are the ones who do. “
  • 25. © 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @TheGrok Retail Evolution
  • 26. © 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @TheGrok
  • 27. © 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @TheGrok © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData 27
  • 28. © 2014 Buyer Legends, LLC
  • 29. © 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @TheGrok Build a Better Experience/ Or Advertise More? “We take those funds that might otherwise be used to shout about our service, and put those funds instead into improving the service. That's the philosophy we've taken from the beginning. If you do build a great experience, customers tell each other about that. Word of mouth is very powerful.” Jeff Bezos, CEO of Amazon, 2003
  • 30. © 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @TheGrok 19% of Sales Volume
  • 31. © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData Aligning Brand & Metrics to Improve Customer Experience If there’s one reason we have done better than of our peers in the Internet space over the last six years, it is because we have focused like a laser on customer experience. 31 4 Key Inputs: Selection: 7x the category depth Price: 5 to 13% lower than top 5 competitors Availability: 20 inventory turns, most orders fulfilled by Zone 0-1 shipping Experience: 13% higher American Customer Satisfaction Index
  • 32. © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData An organization's ability to learn, and translate that learning into action rapidly, is the ultimate competitive advantage. – Jack Welch Big challenges “ 32
  • 33. © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData How agile are you? 33 If you double the number of experiments you do per year you’re going to double your inventiveness. – Jeff Bezos “If Amazon was doing over 200 a tests at a given time since 2004, how many more learnings have they had than you?
  • 34. © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData 34 Never have business teams that 2 pies of pizza can’t feed! via @TheGrok
  • 35. © 2014 Buyer Legends, LLC Creating Remarkable Experiences Takes Planning
  • 36. © 2014 Buyer Legends, LLC Bad for communications?
  • 37. INBOUND15 Empathy represses analytic thought, & vice versa You want the CEO of a company to be highly analytical in order to run a company efficiently, otherwise it will go out of business… “ “ Anthony Jack, an assistant professor of cognitive science at Case Western Reserve and lead author of the new study. "Empathetic and analytic thinking are, at least to some extent, mutually exclusive in the brain.” (2012)
  • 38. © 2014 Buyer Legends, LLC We tell stories to connect…
  • 39. © 2014 Buyer Legends, LLC 39 Having worked first hand with the Eisenbergs on mapping our customers’ critical paths and creating scenario narratives, I can confidently say the Buyer Legends process works. My team’s focus at Google is on acquiring SMB advertising clients. And if you’ve ever worked with these types of businesses, you know there is huge diversity through the spectrum of small and medium businesses. We’d miss opportunities and gaps by over-aggregating (i.e. taking too high level a view) though often the challenge was in effectively communicating our insights. The Buyer Legends framework allowed us to more effectively focus our efforts, improving the bottom line. And equally important, to make a more compelling case for change with our marketing, engineering and product colleagues. Paul Jeszenszky Head of Global B2B Digital Marketing Center of Excellence, Google
  • 40. © 2014-2015 Buyer Legends, LLC
  • 41. © 2014-2015 Buyer Legends, LLC The Buyer Legends Recipe 1. Select your perspective - deeper insights produce better results 2. Perform a pre-mortem - remember Murphy’s Law 3. Outline the story backwards - it forces the why and helps you measure 4. Draft the Buyer Legend - the better the story the more money you’ll make by improving execution, communications and testing 5. Execute - improve, rinse and repeat
  • 42. © 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @TheGrok Word-of-mouth is triggered when your customer experiences something far beyond what was expected, for better or for worse. Slightly exceeding their expectations just won’t do it. ★ Architectural ★ Kinetic ★ Generous ★ and/ or Identity A few words about Word of Mouth
  • 44. © 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @TheGrok
  • 45. INBOUND15 Thank you for your attention… http://www.BryanEisenberg.com Phone (347) 470-GROK (4765) Twitter: @TheGrok & @BuyerLegends bryan@bryaneisenberg.com http://www.BuyerLegends.com http://www.BuyerLegends.com http://www.IdealSpot.com