Murilo de Favari, Omega Engineering No matter what you sell, customer experience is the product. We’ll show you how to align resources, budgets, and processes to focus marketing goals more on the people. At Omega, we set goals valuable to both our organization and our customers, measuring results with granularity that actually excites our Analytics teams. It’s not easy, but it is extremely rewarding.

1. Murilo de Favari
MARKETING DIRECTOR
@murilodf#C3NY |

2. @murilodf#C3NY |

3. Click to add handle#C3NY |

4. @murilodf#C3NY |
AU D IEN CE

5. customer
@murilodf#C3NY |

6. marketing
@murilodf#C3NY |
Data-

7. generation
@murilodf#C3NY |
82
Pb
207.2

8. EXPERIENCE
is the new
product
71% will stay
81% will spend more
90% will recommend
Customers, upon having classified their
experiences as “great”
Forrester, May 2018
@murilodf#C3NY |

9. Reliability Accountability
Simplicity Adaptation
Availability Anticipation
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10. not really
@murilodf#C3NY |

11. ROI Human
Adaptation
Anticipation
@murilodf#C3NY |

12. 1User-centric processes
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13. @murilodf#C3NY |
As a user <context> I would like
to <goal> so I can <benefit>
User story
+
Criteria 1
Criteria 2
Criteria 3
Acceptance criteria
User-centric processes
How we write
EVERY
SINGLE
BRIEF
VIDEO
+WRITTEN ARTICLES
+BLOG POSTS
+LANDING PAGE
+PRESENTATIONS

14. @murilodf#C3NY |
User-centric processes
As a Marketing Leader attending C3 I would like to
understand which processes I can adopt so I can meet my
objectives without losing sight of customers
If this section of the presentation were a user story…
+
Attendee should be able to understand what makes a user story
Attendee should be able to understand which processes are used to implement
Attendee should be able to envision the technology and competency stack needed
Attendee should leave this session thinking the presenter is awesome
Acceptance criteria

15. Voice-of-customer
Problem-statement
Acceptance criteria
Features
KPIs
User-centric processes
@murilodf#C3NY |
E X P L O R E R
R E S U L T T Y P E S
W O R K S P A C E S

16. 124% improvement in organic visibility
Source: Conductor Searchlight, 2019
#C3NY |@murilodf#C3NY |
User-centric processes

17. 2Human-friendly goals
@murilodf#C3NY |

18. #C3NY |@murilodf#C3NY |
Increase
reach
Increase
quality of
reach
Reduce cost
of quality
reach
Increase
conversion of
low-cost of
quality reach
Human-friendly goals

19. Guesstimates
Tightly
connected
to topline
Numeric
Mission-driven
@murilodf#C3NY |
Grow traffic
by 15%
Grow traffic by
9.87% at a 5%
variability MoM
and 620% ROAS
World
peace
Make
products
findable
Human-friendly goals

20. MERCHANDISING SEARCHANDISING
DIGITAL COMMERCE
INTERNAL LINKING
PAID SEARCH & SHOPPING
MASTER DATA
CONTENT OPTIMIZATION
TESTING
Human-friendly goals
#C3NY |@murilodf#C3NY |

21. 3Data-dangerous execution
@murilodf#C3NY |

22. @murilodf#C3NY |

23. @murilodf#C3NY |
Always-on campaigns
Product launch
Business initiatives
Data-driven marketing
Data-dangerous execution
Validate/correct assumptions / Deploy learnings / Course-correct
Agile (or any other process) should help backlog
vitality of Analytics teams

24. View of
Customer
goals
Aligned to
short/long-term
objectives
Analytics /
Reporting
Includes
assumptions
Assumption
validation
Data-dangerous execution
Y
N
Y
N
Y
@murilodf#C3NY |
Sprint planning
Staff meeting
Campaign planning
Use team meetings used to confirm and discuss
analytics needs

25. Automate analytics backlog
and assumption validation as
much as possible
Build goal-alignment within
project management and
workflow activities
#C3NY |@murilodf#C3NY |
Make it easy to
follow-through and
reduce fear of
failure

26. Embed the user’s
perspective into
your daily
processes
Be bold, make
assumptions, learn
from them, repeat
Keep what
matters top-of
-mind for your
team
Mission-driven
objectives sustain
holistic customer-
first marketing
Build processes around
data that accelerate
execution and goal
alignment
Data confirms not only your
goals, but your customers’
goals and their
accomplishment rate
#C3NY |@murilodf#C3NY |

27. #C3NY |@murilodf

28. Thank you
Murilo de Favari
@murilodf#C3NY |
@murilodf
Storyteller by nature, marketer by choice – Murilo is a
Marketing Director for Omega Engineering, a global leader
in B2B digital commerce space for sensing, monitoring and
control technologies. Over the past 13 years, Murilo
ventured both on the client and the agency sides, as well
as an entrepreneur delivering projects that supported the
growth of influence, reach, revenue, and awareness in B2B
and B2C verticals – from fashion to finance, from planning
to leadership and execution.

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