This simple yet effective flash deck can help you to stir your teams to "think data" in their everyday work. Get them to think what metrics affect their life, get them to team up, and set the road so they affect the numbers.

1. Gettingcustomersto
“thinkdata”
Howcanweco-createthis?
Examplesofquestionsposedtoclients

2. Now,whatanswers
wouldyouliketoget?
(Focusonday-to-daytacticalquestions:nottoobroad,nottoospecific.)
“Isourcontentworking?”
“Isourblogcostsworthit?”
“Howcanweimprovemeetingattendance?”
#01 Understanding your needs

3. Lookcloser.Let’s
prioritiseyourquestions.
Willtheanswertothisquestionhelpyouimproveasanorganization?
Willyouractionsasanorganizationaffecttheanswertothisquestion?
Cannumbershelpyouanswerthequestion?
Isthequestiontestable?
Canyoucreateahypothesisaboutapotentialanswer,andthentestit?
What’syourfinalquestion?
#02 Prioritising your needs

4. Mindyourquestion.
Howwouldyoumeasure
theanswers?
Visitors,sessions,sales,eurosperdeal,eurosperclient,numberofmeetings,numberof
newslettersubscribersetc.etc.etc.
#03 Understanding your needs

5. Mindthemetrics.
Howtochooseit?
Visitors,sessions,sales,eurosperdeal,eurosperclient,numberofmeetings,numberof
newslettersubscribersetc.etc.etc.
Howfrequentlywillyouconsultthenumbers?
Howfrequentlywillyoutakeactionsbasedonthenumbers?
Whatdecisionscannotbemadewithoutthose?
#04 Turning your needs into something we can measure

6. Cause and effect.
If these numbers
change, then what
actions will you
change?
If: subscribers to the newsletter drop sharply,
then I would plan a new campaign…
#04 Turning your needs into something we can measure

7. Agents
Whoaffectsthese
measurements?
If:subscriberstothenewsletterdropsharply,thenIwould
plananewcampaign…
…bytalkingtocontentproducers…
#04 Turning your needs into something we can measure

8. What(data)
doyouneed
(soyoucanact)?
#SYNTAX

9. Whoelse?
Who(else)affectsthe
measurements?
If:subscriberstothenewsletterdropsharply,thenIwould…
…plananewcampaign…
…bytalkingtocontentproducers…
…andallocatingresourcesinthescheduleforthat,consideringotherprojects…
…andgetapprovalforproceeding,anddistributeresponsibilities…
#06

10. Vectors.
What(else)affectsthis?
If:subscriberstothenewsletterdropsharply,thenIwould…
…plananewcampaign…
…bytalkingtocontentproducers…
…andallocatingresourcesinthescheduleforthat,consideringotherprojects…
…andgetapprovalforproceeding,anddistributeresponsibilities…
…andconsidering(i.e.)seasonalevents,holidays,salespeaksandsoon.
#05 Considering context

11. Goals.
Definewhat’ssuccess
withyourfirstKPI.
Basedonthemetricsyouhavedefinedandtheinfluencingfactorsyoumaybeable,atthispoint,to
establishapreliminarygoal.
#06 Attaching your action to results

12. Pickanaction.
Whatcanyoustartnow?
Whatdemandstime?
Whatdemandsbudgets?
Whatneedstobedeveloped?
#07 Starting actions

13. Timetogetpeopleon
yourteam.
Youhaveananswer.
Whoelsecares?
Who?Howmuchdoesitaffectthem?(High/Medium/Low)
Whatspecificinformationwouldtheybeinterestedin?
Pickfivegroupsormore.

14. Backlog Responsible Accountable Consulted Informed
Newsletter
concept
Anna
(Acme Agency)
Emma
(Comms,
Creative)
Maria
(Comms,
Manager)
Jane
(Comms, dir.)
Matrix of Responsibility
Usually that’s where all the obstacles prevent you from
accomplishing what you have envisioned

15. Thanks.