Hello Text Resumes are so dry. It's quite depressing to sum up one's skills and achievements in bullet points. Myself, I've worked with clients such as Sony, Fox, Samsung, Disney, Canon, UCLA Med, TD Gardens, Cartoon Network, and etc. My specialties are forest level creative and technical, pitches, timelines, financials, pitches/decks, schematics, prototypes, and ‘proactive’ analytics. Cheers Graham Graham Anderson www.linkedin.com/in/grahamanderson/

1. Graham Anderson Exec Producer
GRAHAM ANDERSON
EXECUTIVE PRODUCER
DIGITAL INNOVATION AND STRATEGY CONSULTANT
© 2014 Graham Consulting. All rights reserved. The materials herein may not be used for any purpose other than evaluating a proposal by Graham Consulting
and reproduction in whole or in part of the materials herein is strictly prohibited without the express written consent and participation of Graham Consulting.
1
Capabilities GRAHAM
Graham Anderson
Your Content Should Be A
Unique and Evolving
Conversation With Each USER.

2. MY METHODOLOGY
John’s Conversion
See the Show!
New Toy Feed
Detailed View
Database Develop Once Deploy Universally
Responsive
HTML5/CSS3
SASS
Angular
Grunt
Bootstrap+
Node-Express
Mongo-Couchbase
SVG-PNG Fallback
Apply KPI Busn Logic
toys/games
desktop
wearable
ionic-cordova-cisco-gimbal
Variables
Group Click Behavior
John’s Click Behavior
Location
Time
KPI
Avail Content
John
John’s Recommendation
A Content mix centered
on the blue ranger,
episodic recaps, and
social/chat updates from
Gosei has a 78%
likelihood of conversion
given the current KPI
within 25 clicks from
April to June.
Prediction Engine
Live Content
Customization
Per User
Optimized for
Conversion
Outcome
5% Conversion Increase
Overall
8% Conversion Increase
in John’s Conversion
Demographic group
2% Decrease in Digital
Production Costs. Less
Content produced with
higher ROI
KPI tap
Item
Item Item
What is the property designed
to persuade users to do?
What is the click-able
conversion item?
What is a conversion click
worth given MAU, content
production and other factors/
costs?
Graham Anderson © 2014 Graham Consulting. All rights reserved. The materials herein may not be used for any purpose other than evaluating a proposal by Graham Consulting
and reproduction in whole or in part of the materials herein is strictly prohibited without the express written consent and participation of Graham Consulting.
My Methodology
2
Digital Innovation, Strategy, and Whatever Capabilities 09.28.2014
Blue Ranger
Custom
List Item
Conversion Strategy Summary
© 2014 Graham Consulting. All rights reserved. The materials herein may not be used for any purpose other than evaluating a proposal by Graham Consulting and
reproduction in whole or in part of the materials herein is strictly prohibited without the express written consent and participation of Graham Consulting. GRAHAM

3. TAO OF THE RESPONSIVE PRODUCT
kpi
Take Med Now
VIDEO PHOTO
schematics
migration beta
alpha
Graham Anderson © 2014 Graham Consulting. All rights reserved. The materials herein may not be used for any purpose other than evaluating a proposal by Graham Consulting
and reproduction in whole or in part of the materials herein is strictly prohibited without the express written consent and participation of Graham Consulting.
Toy-Centric Examples
3
Digital Innovation, Strategy, and Whatever Capabilities 09.28.2014
client review
client vendor
timelines
financials pitch decks AT&T LTE 3:01 PM
Send to Team
Cancel
Cancel
Verify with Video or Photo
Cancel
prototypes
mvp launch 2nd launch 3rd launch

4. THINGS I DO ON A DAILY BASIS
FINANCIALS SCHEMATICS PRODUCT-CAMPAIGN
STRATEGY
PROTOTYPES TIMELINES PROACTIVE
ANALYTICS
TEAM-LEADING
CLIENT-FACING
PITCHES
Graham Anderson © 2014 Graham Consulting. All rights reserved. The materials herein may not be used for any purpose other than evaluating a proposal by Graham Consulting
and reproduction in whole or in part of the materials herein is strictly prohibited without the express written consent and participation of Graham Consulting.
Toy-Centric Examples
4
Digital Innovation, Strategy, and Whatever Capabilities 09.28.2014
Also, I’m Good at Communicating
Complex and/Or Abstract Ideas To Clients

5. THINGS I DO NOW AND THEN
If you are Primarily looking for these Skills,
I bet I know Someone Who would be a Great Fit.
CODE KEYWORD
BIDDING
Graham Anderson © 2014 Graham Consulting. All rights reserved. The materials herein may not be used for any purpose other than evaluating a proposal by Graham Consulting
and reproduction in whole or in part of the materials herein is strictly prohibited without the express written consent and participation of Graham Consulting.
Toy-Centric Examples
5
Digital Innovation, Strategy, and Whatever Capabilities 09.28.2014
SOCIAL MEDIA
MANAGER
SERVER
ADMIN
ASSOCIATE
PM
GRAPHIC
DESIGNER
<>

6. TYPES OF QUESTIONS I’M OFTEN ASKED
➡ How do we monetize our outpatients?
➡ What is the ROI of our content and production spend?
➡ How can we utilize proactive analytics to increase our conversion rate?
➡ How can we integrate consumer-specific impulse buys into our way-finding stadium product?
➡ Our digital product is finally responsive. Now what?!
➡ How can we build once and deploy universally?
➡ How can we leverage Hybrid Apps and MEAN Stack in our product strategy?
➡ How can we create a unique and evolving conversation with our users based upon our KPI?
➡ Can you help us identify the optimum KPI for each stage in our campaign?
➡ We have a ton of user data. How can we coalesce it into solid business logic?
➡ We have a product idea, can you flesh it out with timelines, financials, schematics, and prototypes?
Graham Anderson © 2014 Graham Consulting. All rights reserved. The materials herein may not be used for any purpose other than evaluating a proposal by Graham Consulting
and reproduction in whole or in part of the materials herein is strictly prohibited without the express written consent and participation of Graham Consulting.
Toy-Centric Examples
6
Digital Innovation, Strategy, and Whatever Capabilities 09.28.2014
I can do Wonders
with 2 Sentence C-Level Directives

7. XX
FPO: Founder Funnel Cake fight
Back Btn Menu
AT&T 11:56 AM
bwaytunes.com
WAY
BTUNES
Page Location
Triple Threat
Broadway Album
Giveaway!
Enter to Win
ALBUMS YOU’ll LOVE
NYC LBGT
20k Fund Drive
5 2 2 0
Signups Remaining
HELP
• Graham Anderson: Exec Producer for Sony, Fox, Samsung
• Josiah Carlson: former Chief Architect of Adly and ChowNow
• Craig Lister: VP Analytics of X, Y, and Z.
Graham Josiah Craig
Aha Moment
"Funnel Cake was conceived by Graham Anderson during a lengthy Adobe ‘Test&Target’ presentation. “After 45 minutes, I
knew the Adobe product could not do what I needed it to do. To be polite and keep myself alert for the rest of the
presentation, I started thinking of a different way to increase conversions (pre-orders in my case) without adding more
alienating/off-brand stuff to the user experience. I wanted to optimize content per user and make intelligent changes in real-time
ad bar
Today Daily Monthly Hotspots
32
Toyota Prius • “Advert Name” • Destination URL
. I looked for some time and found nothing that would work for my client. Was frustrating that such a product did not
CURATED BY BOOTH THEATER
Asset Category Name
Title
SubTitle
Title
SubTitle
Games
Josiah (data science), Graham (branding), and Craig
(analytics) have very different skill-sets. Makes a perfect
combination for Funnel Cake.
Asset Category Name
Funnel Cake
About Us
clients, experience, and the 'aha' moment
Collectively, Funnel Cake is the brainchild of
exist. Thus, the journey began ”, Graham.
Collective Experience
Data + Branding + Analytics = Funnel Cake
500
Clients Served
Client Logo
Logo Infographic
Client
Logo
Client Logo
Client
Logo
Client Logo
Client Logo
Client
Logo
Client Logo
Client
Logo
Client
Logo
Client Logo
Client
Logo
Client
Logo
Client Logo
Everyone converts with Cake! FAQ | Legal | Contact Us
AT&T 11:56 AM
15 Touts Left!
SWIPE TO FIND THE PERFECT AD TO TOUT
AT&T LTE 3:01 PM
14
…
5
Info about metric and what you can do
about a adipisicing elit, sed doon ullamco
laboris nisi ut aliquip ex ea … More
5
Mood
Hotspot Area 1
Take Med Now
AT&T 11:56 AM
Allagash Beer
Recommended for Tim
10:42
till Game!
PROTOTYPE SAMPLES
AT&T 11:56 AM
Take the Elevator
You’ve had enough exercise!
straight past
Bruins Bear
Take Med Now
VIDEO PHOTO
AT&T 11:56 AM
THE GENERAL HAS AMASSED HIS ARMY ON THE
HILLSIDE ABOVE KIRRA. THERE ARE MANY WAYS TO
DESTROY A VILLAGE…
What Do YOU Need To Protect KIRRA?
Graham Anderson © 2014 Graham Consulting. All rights reserved. The materials herein may not be used for any purpose other than evaluating a proposal by Graham Consulting
and reproduction in whole or in part of the materials herein is strictly prohibited without the express written consent and participation of Graham Consulting.
Prototypes
7
Digital Innovation, Strategy, and Whatever Capabilities 09.28.2014
Done
AT&T LTE 3:01 PM
Send to Team
Cancel
Cancel
Verify with Video or Photo
Cancel
godofwar/rise-of-the-warrior.com
A Dark Vengeance
OATH STONE
ARES HELMET
ProToTypes Demand Client Feedback:
Emotional, Tactile, Visual, and Analytical.
A Great Communication Tool and Insurance Policy

8. ENTERTAINMENT SAMPLES
Graham Anderson © 2014 Graham Consulting. All rights reserved. The materials herein may not be used for any purpose other than evaluating a proposal by Graham Consulting
and reproduction in whole or in part of the materials herein is strictly prohibited without the express written consent and participation of Graham Consulting.
Entertainment Samples
8
Digital Innovation, Strategy, and Whatever Capabilities 09.28.2014

9. CONSOLE GAME SAMPLES
Graham Anderson © 2014 Graham Consulting. All rights reserved. The materials herein may not be used for any purpose other than evaluating a proposal by Graham Consulting
and reproduction in whole or in part of the materials herein is strictly prohibited without the express written consent and participation of Graham Consulting.
Game-Centric Samples
9
Digital Innovation, Strategy, and Whatever Capabilities 09.28.2014

10. TOY SAMPLES
Graham Anderson © 2014 Graham Consulting. All rights reserved. The materials herein may not be used for any purpose other than evaluating a proposal by Graham Consulting
and reproduction in whole or in part of the materials herein is strictly prohibited without the express written consent and participation of Graham Consulting.
Toy-Centric Samples
10
Digital Innovation, Strategy, and Whatever Capabilities 09.28.2014

11. GRAPHIC NOVEL AS SOCIAL CAMPAIGN
What sold this crazy idea to
SONY’s God of War Franchise?! 3 words
Barbarian Witch Queen.
11 Graham Anderson Digital Innovation, Strategy, and Whatever Capabilities 09.28.2014
© 2014 Graham Consulting. All rights reserved. The materials herein may not be used for any purpose other than evaluating a proposal by Graham Consulting
and reproduction in whole or in part of the materials herein is strictly prohibited without the express written consent and participation of Graham Consulting.

12. RETAIL INTEGRATION
GoW Viral Video Contest / Partner Promotion
Shoot a video that creatively combines God of War and Doritos.
Synopsis Fans compete and create the ultimate God of War Ascension video. The winning video must
feature creative use of God of War ‘multiplayer’ mode and Doritos.
Rewards
• Winner
• Video is aired on Doritos and God of War Facebook Page
• Special Limited Time Weapons
• Runner-ups receive
• Palette of Doritos delivered to their home
• Discounts off Doritos products
• Special Limited Time Weapons
Video Example Rewards
Palette of Doritos Coupons Video Medusa Smackdown! Featured Facebook
Graham Anderson © 2014 Graham Consulting. All rights reserved. The materials herein may not be used for any purpose other than evaluating a proposal by Graham Consulting
and reproduction in whole or in part of the materials herein is strictly prohibited without the express written consent and participation of Graham Consulting.
Sony God of War Retail Integration Sample
12
Digital Innovation, Strategy, and Whatever Capabilities 09.28.2014

13. STARTUP PRESENTATIONS
EXECUTIVE PRODUCER
The Answer
Funnel Cake and reproduction in whole or in part of the materials herein is strictly prohibited without the express written consent and participation of Graham Consulting. 77
Graham Anderson © 2014 Graham Consulting. All rights reserved. The materials herein may not be used for any purpose other than evaluating a proposal by Graham Consulting
and reproduction in whole or in part of the materials herein is strictly prohibited without the express written consent and participation of Graham Consulting.
Mountains of User Data
Jenny45 converted after reading an
article on Parmesan Reggiano
YOu converted Me
at Cheese!
User Preferences are Always Changing
Content and Conversion are
User Conversion at Cheese
Know Your Content
Known
Why Funnel Cake
© 2013 Graham Consulting. All rights reserved. The materials herein may not be used for any purpose other than evaluating a proposal by Graham Consulting
Toy-Centric Examples
13
Digital Innovation, Strategy, and Whatever Capabilities 09.28.2014

14. PROACTIVE ANALYTICS
EXECUTIVE PRODUCER
johnboy62: Rules to apply after first 30 clicks (Arbitrary Number)
⁃ What content is not doing well for johnboy62 OR has been consumed already
⁃ What conversion group is johnboy62 most like (What conversion group does his consumption habits match most closely?)
⁃ What conversion individual is johnboy62 most like?
⁃ Content Delivered based on
Pinned Conent
Swap Content Now
Swap Content Soon
New Content
Original Site Analysis Site more likely to lead to Pre-order for johnboy62
State: New
Feed Your Tamagotchi
What does the first 30 clicks tells us about johnboy62?
Meta-tag
Mickey
[n]
4
5
⁃ Best perfuming meta-tags and content items for conversion group and 'most-like' individual
⁃ Where is johnboy62 in the conversion cycle? Beginning, end, middle, somewhere else.
johnboy62's click behavior
Lowest 5 Meta-tags <30 %ile)
Meta-tag
Cupcakes
Tamagotchi
Nerf Herder
Beiber Fever
[n]
1
2
3
4
5
6
[n]
[n]
[n]
7
8
[n]
10
Click Behavior
Content
Mickey Attacks
Behind Scenes 1
Goofy's Sword
Behind Scenes 2
[x]
1
2
3
4
5
6
[x]
[x]
Beiber Fever
7
32
64 Nerf Herder
For johnboy62, what are the low performing / consumed content items to swap?
Swap with Content that has
Top Metatags of Group 5
id
Content Flagged by Funnel Cake
Action
Jumbotron: Beiber Fever!
State: Not Clicked
Funnel Cake Action:
It's Pinned so Stay Put!
Feed Your Tamagotchi Feed Your Tamagotchi
State: Consumed
Funnel Cake Action:
Swap Now!
Feed Your Tamagotchi
Jumbotron: Beiber Fever!
State: Not Clicked
Funnel Cake Action:
It's Pinned so Stay Put!
Feed Your Tamagotchi
Cos-Play In-Depth
Goofy Laugh Technique
42
5
105
621
Jumbotron: Beiber Fever!
Article Teaser: Cupcakes Attack!
Don't Move it's Pinned
Swap Soon
CTA: Feed your Tamagotchi Swap Immediately
CTA: Mickey Laughs Again Swap Immediately
Conversion Group
Funnel Cake determines johnboy62 is likely to convert if assigned to Conversion Bucket 5
Group
1 Mickey(40%),Game Mechanics(15%),Cos-Play(5%)
Goofy(50%),Game Trailer(15%),Beta Info(5%)
Where is the User in Assigned Group's Conversion Cycle?
According to conversion group 5's behavior preceding conversion, where is johnboy62 in the conversion cycle?
Answer: johnboy62 is aprox halfway through Group 5's conversion cycle
62
Start Conversion
0 98
Most Like Individual
1
6
Click Meta-Tag Mix
62 w,t,q,a,c
Content matching Meta-tags w,t,q,a,c
32 Minnie gets Mad
14 Mickey counts to 10
Meta-tags
x,y,x
r,s,t
Click Behavior
1
2 Content ID
3
4
Content ID
Content ID
Content ID
johnboy62's predicted location in Group 5's conversion cycle
Content matching Meta-tags w,t,q,a,c
32 Minnie gets Mad
78 Content item Y
Recommendations
w,t,q,b
q,a,c,x
First Click
0 Clicks 98
w,t,q,b
q,a,c,x
Interest Groups
Influence users with pre-existing content.
Dynamically modifies site content to help your users become more receptive to your brand message.
All site content revolves around your KPI.
tap
paid content item
Mother Jones Digital Presence
content revolves around
paid content item, ‘Lump of Coal Cures Cancer!’
KrautHammer’s Going
to Flip Out when He sees this!
Converted User: User 4313's Journey
182072150421000521014210021513625347360205,
236054100230900521014210021513825347360507,
945022050641100521014110021513925347360120,
014012010131200521014100021514325347361301,
234092150115000521014050021515465347360332,
522002320992100052101421002151762534736,0115,
User Journey
18207215042100052101421002151362534736,
23605410023090052101421002151382534736,
94502205064110052101411002151392534736,
01401201013120052101410002151432534736,
23409215011500052101405002151546534736,
522002320992100052101421002151762534736
User Journey
18207215042100052101421002151362534736,
23605410023090052101421002151382534736,
94502205064110052101411002151392534736,
01401201013120052101410002151432534736,
23409215011500052101405002151546534736,
522002320992100052101421002151762534736
User Journey
18207215042100052101421002151362534736,
23605410023090052101421002151382534736,
94502205064110052101411002151392534736,
01401201013120052101410002151432534736,
23409215011500052101405002151546534736,
522002320992100052101421002151762534736
User 421 Journey
182072150421000521014210021513625347360215,
236054100230900521014210021513825347360501,
945022050641100521014110021513925347360114,
014012010131200521014100021514325347361316,
234092150115000521014050021515465347360370,
5220023209921000521014210021517625347360114,
User Journey
18207215042100052101421002151362534736,
23605410023090052101421002151382534736,
94502205064110052101411002151392534736,
01401201013120052101410002151432534736,
23409215011500052101405002151546534736,
522002320992100052101421002151762534736
User Journey
18207215042100052101421002151362534736,
23605410023090052101421002151382534736,
94502205064110052101411002151392534736,
01401201013120052101410002151432534736,
23409215011500052101405002151546534736,
522002320992100052101421002151762534736
Converted User Journey
18207215042100052101421002151362534736,
23605410023090052101421002151382534736,
94502205064110052101411002151392534736,
01401201013120052101410002151432534736,
23409215011500052101405002151546534736,
522002320992100052101421002151762534736
User 5 Journey
182072150421000521014210021513625347360215,
236054100230900521014210021513825347360501,
945022050641100521014110021513925347360114,
014012010131200521014100021514325347361316,
234092150115000521014050021515465347360370,
5220023209921000521014210021517625347360114,
User Journey
18207215042100052101421002151362534736,
23605410023090052101421002151382534736,
94502205064110052101411002151392534736,
01401201013120052101410002151432534736,
23409215011500052101405002151546534736,
522002320992100052101421002151762534736
User Journey
18207215042100052101421002151362534736,
23605410023090052101421002151382534736,
94502205064110052101411002151392534736,
01401201013120052101410002151432534736,
23409215011500052101405002151546534736,
522002320992100052101421002151762534736
User Journey
18207215042100052101421002151362534736,
23605410023090052101421002151382534736,
94502205064110052101411002151392534736,
01401201013120052101410002151432534736,
23409215011500052101405002151546534736,
522002320992100052101421002151762534736
User Journey
18207215042100052101421002151362534736,
23605410023090052101421002151382534736,
94502205064110052101411002151392534736,
01401201013120052101410002151432534736,
23409215011500052101405002151546534736,
522002320992100052101421002151762534736
Converted User Journey
18207215042100052101421002151362534736,
23605410023090052101421002151382534736,
94502205064110052101411002151392534736,
01401201013120052101410002151432534736,
23409215011500052101405002151546534736,
522002320992100052101421002151762534736
User Journey
18207215042100052101421002151362534736,
23605410023090052101421002151382534736,
94502205064110052101411002151392534736,
01401201013120052101410002151432534736,
23409215011500052101405002151546534736,
522002320992100052101421002151762534736
User Journey
18207215042100052101421002151362534736,
23605410023090052101421002151382534736,
94502205064110052101411002151392534736,
01401201013120052101410002151432534736,
23409215011500052101405002151546534736,
522002320992100052101421002151762534736
User Journey
18207215042100052101421002151362534736,
23605410023090052101421002151382534736,
94502205064110052101411002151392534736,
01401201013120052101410002151432534736,
23409215011500052101405002151546534736,
522002320992100052101421002151762534736
User Journey
18207215042100052101421002151362534736,
23605410023090052101421002151382534736,
94502205064110052101411002151392534736,
01401201013120052101410002151432534736,
23409215011500052101405002151546534736,
522002320992100052101421002151762534736
Converted User Journey
18207215042100052101421002151362534736,
23605410023090052101421002151382534736,
94502205064110052101411002151392534736,
01401201013120052101410002151432534736,
23409215011500052101405002151546534736,
522002320992100052101421002151762534736
User Journey
18207215042100052101421002151362534736,
23605410023090052101421002151382534736,
94502205064110052101411002151392534736,
01401201013120052101410002151432534736,
23409215011500052101405002151546534736,
522002320992100052101421002151762534736
User Journey
18207215042100052101421002151362534736,
23605410023090052101421002151382534736,
94502205064110052101411002151392534736,
01401201013120052101410002151432534736,
23409215011500052101405002151546534736,
522002320992100052101421002151762534736
User Journey
18207215042100052101421002151362534736,
23605410023090052101421002151382534736,
94502205064110052101411002151392534736,
01401201013120052101410002151432534736,
23409215011500052101405002151546534736,
522002320992100052101421002151762534736
Converted User Journey
18207215042100052101421002151362534736,
23605410023090052101421002151382534736,
94502205064110052101411002151392534736,
01401201013120052101410002151432534736,
23409215011500052101405002151546534736,
522002320992100052101421002151762534736
User Journey
18207215042100052101421002151362534736,
23605410023090052101421002151382534736,
94502205064110052101411002151392534736,
01401201013120052101410002151432534736,
23409215011500052101405002151546534736,
522002320992100052101421002151762534736
Converted User Journey
18207215042100052101421002151362534736,
23605410023090052101421002151382534736,
94502205064110052101411002151392534736,
01401201013120052101410002151432534736,
23409215011500052101405002151546534736,
522002320992100052101421002151762534736
User Journey
18207215042100052101421002151362534736,
23605410023090052101421002151382534736,
94502205064110052101411002151392534736,
01401201013120052101410002151432534736,
23409215011500052101405002151546534736,
522002320992100052101421002151762534736
User Journey
18207215042100052101421002151362534736,
23605410023090052101421002151382534736,
94502205064110052101411002151392534736,
01401201013120052101410002151432534736,
23409215011500052101405002151546534736,
522002320992100052101421002151762534736
User Journey
18207215042100052101421002151362534736,
23605410023090052101421002151382534736,
94502205064110052101411002151392534736,
01401201013120052101410002151432534736,
23409215011500052101405002151546534736,
522002320992100052101421002151762534736
User Journey
18207215042100052101421002151362534736,
23605410023090052101421002151382534736,
94502205064110052101411002151392534736,
01401201013120052101410002151432534736,
23409215011500052101405002151546534736,
522002320992100052101421002151762534736
User Journey
18207215042100052101421002151362534736,
23605410023090052101421002151382534736,
94502205064110052101411002151392534736,
01401201013120052101410002151432534736,
23409215011500052101405002151546534736,
522002320992100052101421002151762534736
User Journey
18207215042100052101421002151362534736,
23605410023090052101421002151382534736,
94502205064110052101411002151392534736,
01401201013120052101410002151432534736,
23409215011500052101405002151546534736,
522002320992100052101421002151762534736
User Journey
18207215042100052101421002151362534736,
23605410023090052101421002151382534736,
94502205064110052101411002151392534736,
01401201013120052101410002151432534736,
23409215011500052101405002151546534736,
522002320992100052101421002151762534736
User 532 Journey
182072150421000521014210021513625347360215,
236054100230900521014210021513825347360501,
945022050641100521014110021513925347360114,
014012010131200521014100021514325347361316,
234092150115000521014050021515465347360370,
5220023209921000521014210021517625347360114,
User 74 Journey
182072150421000521014210021513625347360215,
236054100230900521014210021513825347360501,
945022050641100521014110021513925347360114,
014012010131200521014100021514325347361316,
234092150115000521014050021515465347360370,
5220023209921000521014210021517625347360114,
User Journey
18207215042100052101421002151362534736,
23605410023090052101421002151382534736,
94502205064110052101411002151392534736,
01401201013120052101410002151432534736,
23409215011500052101405002151546534736,
522002320992100052101421002151762534736
User Journey
18207215042100052101421002151362534736,
23605410023090052101421002151382534736,
94502205064110052101411002151392534736,
01401201013120052101410002151432534736,
23409215011500052101405002151546534736,
522002320992100052101421002151762534736
User Journey
18207215042100052101421002151362534736,
23605410023090052101421002151382534736,
94502205064110052101411002151392534736,
01401201013120052101410002151432534736,
23409215011500052101405002151546534736,
522002320992100052101421002151762534736
Converted User Journey
18207215042100052101421002151362534736,
23605410023090052101421002151382534736,
94502205064110052101411002151392534736,
01401201013120052101410002151432534736,
23409215011500052101405002151546534736,
522002320992100052101421002151762534736
User Journey
18207215042100052101421002151362534736,
23605410023090052101421002151382534736,
94502205064110052101411002151392534736,
01401201013120052101410002151432534736,
23409215011500052101405002151546534736,
522002320992100052101421002151762534736
User Journey
18207215042100052101421002151362534736,
23605410023090052101421002151382534736,
94502205064110052101411002151392534736,
01401201013120052101410002151432534736,
23409215011500052101405002151546534736,
522002320992100052101421002151762534736
User Journey
18207215042100052101421002151362534736,
23605410023090052101421002151382534736,
94502205064110052101411002151392534736,
01401201013120052101410002151432534736,
23409215011500052101405002151546534736,
522002320992100052101421002151762534736
User Journey
18207215042100052101421002151362534736,
23605410023090052101421002151382534736,
94502205064110052101411002151392534736,
01401201013120052101410002151432534736,
23409215011500052101405002151546534736,
522002320992100052101421002151762534736
Converted User Journey
18207215042100052101421002151362534736,
23605410023090052101421002151382534736,
94502205064110052101411002151392534736,
01401201013120052101410002151432534736,
23409215011500052101405002151546534736,
522002320992100052101421002151762534736
User Journey
18207215042100052101421002151362534736,
23605410023090052101421002151382534736,
94502205064110052101411002151392534736,
01401201013120052101410002151432534736,
23409215011500052101405002151546534736,
522002320992100052101421002151762534736
User Journey
18207215042100052101421002151362534736,
23605410023090052101421002151382534736,
94502205064110052101411002151392534736,
01401201013120052101410002151432534736,
23409215011500052101405002151546534736,
522002320992100052101421002151762534736
User Journey
18207215042100052101421002151362534736,
23605410023090052101421002151382534736,
94502205064110052101411002151392534736,
01401201013120052101410002151432534736,
23409215011500052101405002151546534736,
522002320992100052101421002151762534736
User Journey
18207215042100052101421002151362534736,
23605410023090052101421002151382534736,
94502205064110052101411002151392534736,
01401201013120052101410002151432534736,
23409215011500052101405002151546534736,
522002320992100052101421002151762534736
Converted User Journey
18207215042100052101421002151362534736,
23605410023090052101421002151382534736,
94502205064110052101411002151392534736,
01401201013120052101410002151432534736,
23409215011500052101405002151546534736,
522002320992100052101421002151762534736
User Journey
18207215042100052101421002151362534736,
23605410023090052101421002151382534736,
94502205064110052101411002151392534736,
01401201013120052101410002151432534736,
23409215011500052101405002151546534736,
522002320992100052101421002151762534736
User Journey
18207215042100052101421002151362534736,
23605410023090052101421002151382534736,
94502205064110052101411002151392534736,
01401201013120052101410002151432534736,
23409215011500052101405002151546534736,
522002320992100052101421002151762534736
User Journey
18207215042100052101421002151362534736,
23605410023090052101421002151382534736,
94502205064110052101411002151392534736,
01401201013120052101410002151432534736,
23409215011500052101405002151546534736,
522002320992100052101421002151762534736
Converted User Journey
18207215042100052101421002151362534736,
23605410023090052101421002151382534736,
94502205064110052101411002151392534736,
01401201013120052101410002151432534736,
23409215011500052101405002151546534736,
522002320992100052101421002151762534736
User Journey
18207215042100052101421002151362534736,
23605410023090052101421002151382534736,
94502205064110052101411002151392534736,
01401201013120052101410002151432534736,
23409215011500052101405002151546534736,
522002320992100052101421002151762534736
Converted User Journey
18207215042100052101421002151362534736,
23605410023090052101421002151382534736,
94502205064110052101411002151392534736,
01401201013120052101410002151432534736,
23409215011500052101405002151546534736,
522002320992100052101421002151762534736
User Journey
18207215042100052101421002151362534736,
23605410023090052101421002151382534736,
94502205064110052101411002151392534736,
01401201013120052101410002151432534736,
23409215011500052101405002151546534736,
522002320992100052101421002151762534736
User Journey
18207215042100052101421002151362534736,
23605410023090052101421002151382534736,
94502205064110052101411002151392534736,
01401201013120052101410002151432534736,
23409215011500052101405002151546534736,
522002320992100052101421002151762534736
User Journey
18207215042100052101421002151362534736,
23605410023090052101421002151382534736,
94502205064110052101411002151392534736,
01401201013120052101410002151432534736,
23409215011500052101405002151546534736,
522002320992100052101421002151762534736
User Journey
18207215042100052101421002151362534736,
23605410023090052101421002151382534736,
94502205064110052101411002151392534736,
01401201013120052101410002151432534736,
23409215011500052101405002151546534736,
522002320992100052101421002151762534736
User Journey
18207215042100052101421002151362534736,
23605410023090052101421002151382534736,
94502205064110052101411002151392534736,
01401201013120052101410002151432534736,
23409215011500052101405002151546534736,
522002320992100052101421002151762534736
User Journey
18207215042100052101421002151362534736,
23605410023090052101421002151382534736,
94502205064110052101411002151392534736,
01401201013120052101410002151432534736,
23409215011500052101405002151546534736,
522002320992100052101421002151762534736
User Journey
18207215042100052101421002151362534736,
23605410023090052101421002151382534736,
94502205064110052101411002151392534736,
01401201013120052101410002151432534736,
23409215011500052101405002151546534736,
522002320992100052101421002151762534736
User 9884 Journey
182072150421000521014210021513625347360215,
236054100230900521014210021513825347360501,
945022050641100521014110021513925347360114,
014012010131200521014100021514325347361316,
234092150115000521014050021515465347360370,
5220023209921000521014210021517625347360114,
User 6739 Journey
182072150421000521014210021513625347360215,
236054100230900521014210021513825347360501,
945022050641100521014110021513925347360114,
014012010131200521014100021514325347361316,
234092150115000521014050021515465347360370,
5220023209921000521014210021517625347360114,
User Journey
18207215042100052101421002151362534736,
23605410023090052101421002151382534736,
94502205064110052101411002151392534736,
01401201013120052101410002151432534736,
23409215011500052101405002151546534736,
522002320992100052101421002151762534736
User Journey
18207215042100052101421002151362534736,
23605410023090052101421002151382534736,
94502205064110052101411002151392534736,
01401201013120052101410002151432534736,
23409215011500052101405002151546534736,
522002320992100052101421002151762534736
User Journey
18207215042100052101421002151362534736,
23605410023090052101421002151382534736,
94502205064110052101411002151392534736,
01401201013120052101410002151432534736,
23409215011500052101405002151546534736,
522002320992100052101421002151762534736
Converted User Journey
18207215042100052101421002151362534736,
23605410023090052101421002151382534736,
94502205064110052101411002151392534736,
01401201013120052101410002151432534736,
23409215011500052101405002151546534736,
522002320992100052101421002151762534736
User Journey
18207215042100052101421002151362534736,
23605410023090052101421002151382534736,
94502205064110052101411002151392534736,
01401201013120052101410002151432534736,
23409215011500052101405002151546534736,
522002320992100052101421002151762534736
User Journey
18207215042100052101421002151362534736,
23605410023090052101421002151382534736,
94502205064110052101411002151392534736,
01401201013120052101410002151432534736,
23409215011500052101405002151546534736,
522002320992100052101421002151762534736
User Journey
18207215042100052101421002151362534736,
23605410023090052101421002151382534736,
94502205064110052101411002151392534736,
01401201013120052101410002151432534736,
23409215011500052101405002151546534736,
522002320992100052101421002151762534736
Converted User Journey
18207215042100052101421002151362534736,
23605410023090052101421002151382534736,
94502205064110052101411002151392534736,
01401201013120052101410002151432534736,
23409215011500052101405002151546534736,
522002320992100052101421002151762534736
User Journey
18207215042100052101421002151362534736,
23605410023090052101421002151382534736,
94502205064110052101411002151392534736,
01401201013120052101410002151432534736,
23409215011500052101405002151546534736,
522002320992100052101421002151762534736
User Journey
18207215042100052101421002151362534736,
23605410023090052101421002151382534736,
94502205064110052101411002151392534736,
01401201013120052101410002151432534736,
23409215011500052101405002151546534736,
522002320992100052101421002151762534736
User Journey
18207215042100052101421002151362534736,
23605410023090052101421002151382534736,
94502205064110052101411002151392534736,
01401201013120052101410002151432534736,
23409215011500052101405002151546534736,
522002320992100052101421002151762534736
User Journey
18207215042100052101421002151362534736,
23605410023090052101421002151382534736,
94502205064110052101411002151392534736,
01401201013120052101410002151432534736,
23409215011500052101405002151546534736,
522002320992100052101421002151762534736
User Journey
18207215042100052101421002151362534736,
23605410023090052101421002151382534736,
94502205064110052101411002151392534736,
01401201013120052101410002151432534736,
23409215011500052101405002151546534736,
522002320992100052101421002151762534736
Converted User Journey
18207215042100052101421002151362534736,
23605410023090052101421002151382534736,
94502205064110052101411002151392534736,
01401201013120052101410002151432534736,
23409215011500052101405002151546534736,
522002320992100052101421002151762534736
User Journey
18207215042100052101421002151362534736,
23605410023090052101421002151382534736,
94502205064110052101411002151392534736,
01401201013120052101410002151432534736,
23409215011500052101405002151546534736,
522002320992100052101421002151762534736
User Journey
18207215042100052101421002151362534736,
23605410023090052101421002151382534736,
94502205064110052101411002151392534736,
01401201013120052101410002151432534736,
23409215011500052101405002151546534736,
522002320992100052101421002151762534736
Converted User Journey
18207215042100052101421002151362534736,
23605410023090052101421002151382534736,
94502205064110052101411002151392534736,
01401201013120052101410002151432534736,
23409215011500052101405002151546534736,
522002320992100052101421002151762534736
User Journey
18207215042100052101421002151362534736,
23605410023090052101421002151382534736,
94502205064110052101411002151392534736,
01401201013120052101410002151432534736,
23409215011500052101405002151546534736,
522002320992100052101421002151762534736
User Journey
18207215042100052101421002151362534736,
23605410023090052101421002151382534736,
94502205064110052101411002151392534736,
01401201013120052101410002151432534736,
23409215011500052101405002151546534736,
522002320992100052101421002151762534736
Converted User Journey
18207215042100052101421002151362534736,
23605410023090052101421002151382534736,
94502205064110052101411002151392534736,
01401201013120052101410002151432534736,
23409215011500052101405002151546534736,
522002320992100052101421002151762534736
User Journey
18207215042100052101421002151362534736,
23605410023090052101421002151382534736,
94502205064110052101411002151392534736,
01401201013120052101410002151432534736,
23409215011500052101405002151546534736,
522002320992100052101421002151762534736
User Journey
18207215042100052101421002151362534736,
23605410023090052101421002151382534736,
94502205064110052101411002151392534736,
01401201013120052101410002151432534736,
23409215011500052101405002151546534736,
522002320992100052101421002151762534736
User Journey
18207215042100052101421002151362534736,
23605410023090052101421002151382534736,
94502205064110052101411002151392534736,
01401201013120052101410002151432534736,
23409215011500052101405002151546534736,
522002320992100052101421002151762534736
User Journey
18207215042100052101421002151362534736,
23605410023090052101421002151382534736,
94502205064110052101411002151392534736,
01401201013120052101410002151432534736,
23409215011500052101405002151546534736,
522002320992100052101421002151762534736
User Journey
18207215042100052101421002151362534736,
23605410023090052101421002151382534736,
94502205064110052101411002151392534736,
01401201013120052101410002151432534736,
23409215011500052101405002151546534736,
522002320992100052101421002151762534736
User Journey
18207215042100052101421002151362534736,
23605410023090052101421002151382534736,
94502205064110052101411002151392534736,
01401201013120052101410002151432534736,
23409215011500052101405002151546534736,
522002320992100052101421002151762534736
User Journey
18207215042100052101421002151362534736,
23605410023090052101421002151382534736,
94502205064110052101411002151392534736,
01401201013120052101410002151432534736,
23409215011500052101405002151546534736,
522002320992100052101421002151762534736
What are the Top Metatags of
that Assigned Conversion
Group in the conversion
Which converted individual is
the user most like
What are the Top Metatags of
that Assigned Conversion
Group in the conversion
Under 30%ile
Which converted individual is
the user most like
Converted Individual Conversion Group
Converted Individual: Consumption Habits
Out of Users who converted, what consumption
habit (By meta-tags) most matches the user's
consumption habit
Aggregation of Converted Individuals
Top Grouping of Metatags
Graham Anderson © 2014 Graham Consulting. All rights reserved. The materials herein may not be used for any purpose other than evaluating a proposal by Graham Consulting
and reproduction in whole or in part of the materials herein is strictly prohibited without the express written consent and participation of Graham Consulting.
Toy-Centric Examples
14
Digital Innovation, Strategy, and Whatever Capabilities 09.28.2014
Where is the User in Assigned Individual's Conversion Cycle?
Feed Your Tamagotchi
Feed Your Tamagotchi
Feed Your Tamagotchi
Feed Your Tamagotchi
Feed Your Tamagotchi
Analyze User
Feed Your Tamagotchi Mickey Laughs Again GoofyGoofy Social Post
Img Cupcakes Attack
Top 5 Meta-tags
Cos-Play
6
Goofy
[n]
[n]
2
3
8
[n]
1
Behind Scenes
7
10
Minnie's Sword
Img Malcolm Gladwell on Canadian Regulatory Policy
Image Image Image Image
Image Image Image Image
Pre-Order offer featuring
Cos-Play
Poll
Image
Image
What Conversion Group is the user most like?
n
Mickey(40%),Behind Scenes(25%),Cos-Play(10%), Goofy (5%)
Metatag1(x%),Metatag2(x%),Metatag3(x%)
4
Metatag1(x%),Metatag2(x%),Metatag3(x%)
6
Top Meta-tag Mixes By Conversion
2
3
5
Metatag1(x%),Metatag2(x%),Metatag3(x%)
Metatag1(x%),Metatag2(x%),Metatag3(x%)
State: Not Clicked
Funnel Cake Action:
Swap Now!
What Content Items are going to be Swapped?
58 Article Teaser: Malcolm Gladwell Swap Immediately Behind Scenes Video
State: Not Clicked
Funnel Cake Action:
Swap/Decrement Soon!
Funnel Cake Action:
Swap/Decrement Now!
State: Not Clicked
Funnel Cake Action:
Keep
Cos-Play In-Depth Guide Hades Laugh Technique
Goofy Social Post
Img Cupcakes Attack
Img Behind the Scenes Video
Image Image Image Image
Image Image Image Image
Pre-Order offer featuring
Cos-Play
Poll
Image
Image
State: New
Funnel Cake Action:
Swap Soon!
State: New
State: Not Clicked
Funnel Cake Action:
Keep
State: Not Clicked
Funnel Cake Action:
Keep
State: Not Clicked
Funnel Cake Action:
Keep
n [x]
What converted individual is the user most like?
Minniescion45
user a
user c
user q
[n]
user x
3
user t
4
user b
2
5
p,d,q
q,w
…..
n …..
Content ID n
Minniescion45's Click Behavior
johnboy62's predicted location in Group 5's conversion cycle
Click 62
Individual Most Like
Combine (and weight) Group and Individual Metrics
Meta-tags 'q' and 'w' are similar between Group and Individual metrics.
Based upon Minniescion45 and Group 5's conversion cycle, johnboy62 is most likely to be halfway through his conversion cycle
Recommendation: Deliver content item named 'Minnie gets Mad' that contains meta-tags q,w,and t
Pin 2%
15% 23%
2% 1%
Pin 2%
15% 23%
2% 1%
Legend
Conversion
Answer: johnboy62 is most like converted individual, Minniescion45
Answer: johnboy62 is aprox a quarter through the conversion cycle of Minniescion45
a,x,b,t
167 Violence is Funny
Closest Matching Content
Click Meta-Tag Mix
23 w,t,b,a,n
Start Conversion
Click 23
23
a,x,b,t
94 Content item Z
Closest Matching Content
Clicks
Pinned Conent
Swap Content Now
Swap Content Soon
New Content
Legend
Problems Solved
© 2014 Graham Consulting. All rights reserved. The materials herein may not be used for any purpose other than evaluating a proposal by Graham Consulting and
reproduction in whole or in part of the materials herein is strictly prohibited without the express written consent and participation of Graham Consulting. GRAHAM
Analysis
Converted Users
• Over 5 Month Campaign, 395K Users and 14M Clicks
• Per Month, 79K Users, 2.8M Clicks to Conversion
• Clicks to Conversion (Analyze Spatially / Temporally) = 2.8M
• 79K converted Users* 35 Click to Conversion Each = 2.8M
• Assumes Conversion is around 1 per 1000 users
• Assumes Avg 35 Clicks to Conversion
Unconverted Users
• Per Month, Clicks to Spatially/Temporal Analyze
79M Users, 2.8B Clicks to Conversion
• Over 5 Month Campaign, Clicks to Spatially/Temporal Analyze
13.8 Billion Clicks = 395M Users * 35 Click per User Conversion
Note: These click figures are estimates only. Clicks to conversion could
be significantly more or less than the 35 Click per Conversion
estimate.
Portal Page (need to factor this)
• Aprox 30 content wells per Portal Page subject to content
recommendation given Funnel Cake's Sticky or Pinned Status
395K users
14M clicks
Converted
Users
~20 Statistically
Significant
Conversion
Groups
395M users
14B Avg clicks
Users to Convert
Scenario
Client: Huffington Post
Traffic: 395M Users, 14B Clicks
Duration: 5 Months
Goal: Increase Conversions from 1/1000 to 6/thousand users.
Strategy: Per user, customize all portal page content until he/she clicks the paid (by Altria) content item, 'The Shocking Truth! New study shows that Smoking Prevents Cancer!'
Create Groups
Groups Created by:
Along each user conversion path,
identify spatial and temporal
similarities of meta-tag types (and
ratings) and content ids
Conversion Group 1
User Journey
18207215042100052101421002151362534736,
23605410023090052101421002151382534736,
94502205064110052101411002151392534736,
01401201013120052101410002151432534736,
23409215011500052101405002151546534736,
522002320992100052101421002151762534736
Conversion Group 2
Conversion Group N
User Journey
18207215042100052101421002151362534736,
23605410023090052101421002151382534736,
94502205064110052101411002151392534736,
01401201013120052101410002151432534736,
23409215011500052101405002151546534736,
522002320992100052101421002151762534736
User Journey
User Journey
Converted User Journey
18207215042100052101421002151362534736,
23605410023090052101421002151382534736,
94502205064110052101411002151392534736,
01401201013120052101410002151432534736,
23409215011500052101405002151546534736,
522002320992100052101421002151762534736
User Journey
18207215042100052101421002151362534736,
23605410023090052101421002151382534736,
94502205064110052101411002151392534736,
01401201013120052101410002151432534736,
23409215011500052101405002151546534736,
522002320992100052101421002151762534736
User Journey
18207215042100052101421002151362534736,
23605410023090052101421002151382534736,
94502205064110052101411002151392534736,
01401201013120052101410002151432534736,
23409215011500052101405002151546534736,
522002320992100052101421002151762534736
User Journey
18207215042100052101421002151362534736,
23605410023090052101421002151382534736,
94502205064110052101411002151392534736,
01401201013120052101410002151432534736,
23409215011500052101405002151546534736,
522002320992100052101421002151762534736
User Journey
18207215042100052101421002151362534736,
23605410023090052101421002151382534736,
94502205064110052101411002151392534736,
01401201013120052101410002151432534736,
23409215011500052101405002151546534736,
522002320992100052101421002151762534736
User Journey
18207215042100052101421002151362534736,
23605410023090052101421002151382534736,
94502205064110052101411002151392534736,
01401201013120052101410002151432534736,
23409215011500052101405002151546534736,
522002320992100052101421002151762534736
User Journey
User Journey
User Journey
18207215042100052101421002151362534736,
23605410023090052101421002151382534736,
94502205064110052101411002151392534736,
01401201013120052101410002151432534736,
23409215011500052101405002151546534736,
522002320992100052101421002151762534736
User Journey
User Journey
Converted User Journey
18207215042100052101421002151362534736,
23605410023090052101421002151382534736,
94502205064110052101411002151392534736,
01401201013120052101410002151432534736,
23409215011500052101405002151546534736,
522002320992100052101421002151762534736
User Journey
18207215042100052101421002151362534736,
23605410023090052101421002151382534736,
94502205064110052101411002151392534736,
01401201013120052101410002151432534736,
23409215011500052101405002151546534736,
522002320992100052101421002151762534736
User Journey
18207215042100052101421002151362534736,
23605410023090052101421002151382534736,
94502205064110052101411002151392534736,
01401201013120052101410002151432534736,
23409215011500052101405002151546534736,
522002320992100052101421002151762534736
User Journey
18207215042100052101421002151362534736,
23605410023090052101421002151382534736,
94502205064110052101411002151392534736,
01401201013120052101410002151432534736,
23409215011500052101405002151546534736,
522002320992100052101421002151762534736
User Journey
18207215042100052101421002151362534736,
23605410023090052101421002151382534736,
94502205064110052101411002151392534736,
01401201013120052101410002151432534736,
23409215011500052101405002151546534736,
522002320992100052101421002151762534736
User Journey
18207215042100052101421002151362534736,
23605410023090052101421002151382534736,
94502205064110052101411002151392534736,
01401201013120052101410002151432534736,
23409215011500052101405002151546534736,
522002320992100052101421002151762534736
User Journey
User Journey
User Journey
18207215042100052101421002151362534736,
23605410023090052101421002151382534736,
94502205064110052101411002151392534736,
01401201013120052101410002151432534736,
23409215011500052101405002151546534736,
522002320992100052101421002151762534736
User Journey
18207215042100052101421002151362534736,
23605410023090052101421002151382534736,
94502205064110052101411002151392534736,
01401201013120052101410002151432534736,
23409215011500052101405002151546534736,
522002320992100052101421002151762534736
User Journey
User Journey
Converted User Journey
18207215042100052101421002151362534736,
23605410023090052101421002151382534736,
94502205064110052101411002151392534736,
01401201013120052101410002151432534736,
23409215011500052101405002151546534736,
522002320992100052101421002151762534736
User Journey
18207215042100052101421002151362534736,
23605410023090052101421002151382534736,
94502205064110052101411002151392534736,
01401201013120052101410002151432534736,
23409215011500052101405002151546534736,
522002320992100052101421002151762534736
User Journey
18207215042100052101421002151362534736,
23605410023090052101421002151382534736,
94502205064110052101411002151392534736,
01401201013120052101410002151432534736,
23409215011500052101405002151546534736,
522002320992100052101421002151762534736
User Journey
18207215042100052101421002151362534736,
23605410023090052101421002151382534736,
94502205064110052101411002151392534736,
01401201013120052101410002151432534736,
23409215011500052101405002151546534736,
522002320992100052101421002151762534736
User Journey
18207215042100052101421002151362534736,
23605410023090052101421002151382534736,
94502205064110052101411002151392534736,
01401201013120052101410002151432534736,
23409215011500052101405002151546534736,
522002320992100052101421002151762534736
User Journey
18207215042100052101421002151362534736,
23605410023090052101421002151382534736,
94502205064110052101411002151392534736,
01401201013120052101410002151432534736,
23409215011500052101405002151546534736,
522002320992100052101421002151762534736
User Journey
User Journey
Which group am I like?
Which Conversion Group am I most like?
Which Converted Individual am I most like?
5 Months - 395M users - 13.8B clicks
Consumed
Pinned Not Pinned
Stay Put
Replace According to
Stickiness
Rating
What Conversion Group is the
User in?
Replace with best content for
the user's location in the
conversion cycle
cycle?
Content Logic
Not Consumed
Pinned Not Pinned
Stay Put
How are Content Meta-tags
Performing for the assigned
Conversion Group?
Stay Put
Over 30%ile
Assess Every Click Assess Every X Clicks
What are the Top Performing
Content IDs within that
Assigned Group in the
conversion cycle?
Replace According to
Stickiness
Rating
What Conversion Group is the
User in?
Replace with best content for
the user's location in the
conversion cycle
cycle?
What are the Top Performing
Content IDs within that
Assigned Group in the
conversion cycle?
Top Metatags for Individual Most Like User Top Metatags (Aggregation of Individuals)
Mickey Violent Hades
Aspirational
Minnie
Sword
18-23
Demographic
LT Offer Informational Rage
Funnel Cake
Assignment Logic
Mickey Violent Facebook
Videos
Chain
Blade
Latino
Cos-Play Meta-tag[n] Meta-tag[n]
Converted
Individual
(Top Meta-tags)
Conversion
Group 1
Conversion
Group 2
Conversion
Group 3
Conversion
Group 4
Conversion
Group 5
Conversion
Group 6
Conversion
Group 7
Conversion
Group [n[
Conversion
Group [N]

15. SCHEMATIC SAMPLE
Social Crawl (near Footer)
+ Image + Image
Social Channel Handler Comment Image
Facebook Handler User Comment…. Image URL
Twitter Handler User Comment... Image URL
Google+ Handler User Comment... Image URL
Tumblr Handler User Comment... Image URL
3.3
Crawled: Social Posts
4.0
Live Ban
Social Channel BG Color Image URL Preview Del
Pinned
Reply ID
Social Channel Preview
Handler 1
Image URL X
Comment/
Descript
Comment/
Descript
Comment/
Description
Handler Title
Title
#C0C0C0
Social Channel Handler Title 3
Preview X
Post By
Post By
Post By
Post Date
Post Date
Post Date
Post Date Post By
Image URL
#C0C0C0
Handler Preview
Title X
#C0C0C0
Preview
4.21
4.21
4.23
4.22
Graham Anderson © 2014 Graham Consulting. All rights reserved. The materials herein may not be used for any purpose other than evaluating a proposal by Graham Consulting
and reproduction in whole or in part of the materials herein is strictly prohibited without the express written consent and participation of Graham Consulting.
Toy-Centric Examples
15
Digital Innovation, Strategy, and Whatever Capabilities 09.28.2014
Wed Jul 31 2013
Creator
Modified
Graham Anderson 23 / 55
Preview Area for Social Content (CMS)
+ Handler
+ Comment
+ Image/
Thumbnail
Social API Aggregator (Note not all social channels may have adequate API) Delete social
channels if necessary
+ Handler
+ Comment
+ Image
+Post + Image
+ Comment
+ Handler
+ Image
+ Image/Tnail
+ Handler
+ Image
+ Comment
+ Handler
+ Comment
+ Image
+ Handler
+ Image
+ Comment
1. Global Keyword Search
Keywords such as (Kratos, Ascension) are fed into the Social
API Aggregator to crawl for posts. This is for the admin only.
Once a new keyword search is submitted the 120 min cron
job is refreshed.
2. Social API Aggregator
Auto Refreshes every 120 minutes by Cron
Aggregates 36 Posts amongst included Social Channel API
for 12 Slots
2.1 Social Post Table
Every 120 minutes, posts are aggregated from the API of
each each social channel.
Social Channel, user handler name, comment, image (if
there is one)
3. Social Crawl
All social crawl content wells are the same aspect ratio.
Images are cropped/scaled
There are two different box sizes X and 2X.
Note:There is no in-line editing of the social crawl. all edits
take place in the back-end CMS
3.1 Swipe Left: Brings previous 12 content wells (If at 0 position,
go to end)
3.2 Swipe Right: Brings next 12 content wells
3.3 Additional Slots of Content not in the visible area
4. CMS (Crawled Social Posts)
4.1 Admin decides if content is to go live
4.2 Social Channel the post was taken from
4.3 Handler Checkbox: Should the handler be displayed
4.4 The user's social handler like @username
4.5 Comment Checkbox: Should comments be displayed
4.6 User comments (Limit to X characters)
4.7 Image Checkbox: Should Image be Displayed
4.8 Image URL is stored, cached and cropped to work within
aspect ratio
4.9 Preview the Social Post at 1X and 2X sizes
4.10 Delete Social Post
4.11 Background Color checkbox: Should it be displayed
4.12 Hex Value of Background Color
4.13 Post Date
4.14 Post By (If there is one)
4.15 Toggle Title
4.16 Title (If there is one)
Example: Pulling a Blog/Review Article from Rotten tomatoes
4.17 Post Date Toggle
4.18 Post By Toggle
4.19 Toggle a Pinned Reply
4.20 Choose a Social Reply to Pin to a specific the Post/Blog CTA
or Teaser Article. Replies can be stored and stored/cached
and referenced by ID. One Reply can be chosen per post
Note: This feature is not displayed in the social crawl--only
the Social CTA and Article/Blog Teasers
4.21 Rows are order-able (by drag and drop)
4.22 Ban Comment
4.23 Comment/Post Flagged as Profanity/Spam
5. CMS (Preview Area)
Preview the the social post
Notes: May want to decide whether the post goes into a half
size or full-size module
6. Search Social APIs through Meta-tags
Meta-tags (separated by commas) populate the Crawled
content table (4.0)
Example: Kratos, Ascension = Kratos AND Ascension
Notes: May want to discuss AND, OR, () operators to refine
search
7. CMS (Manually Entered Social Posts)
Same as 4, except specific social post urls are entered
etc Handler User Comment... Image URL
Comp
2.0
2.1
Global Keywords to feed into the Aggregator
1.0
3.0
Social DB
Preview Area
2X
CMS
Front-End
5.0
Preview Area
1X
Add Meta Tags for a Global Social Search
Enter Keywords for search - Trance Submit
6.0
+Post + Image
+ Comment
+ Handler
+Post
+Post
+Post
3.1 3.2
Content awaiting upon swipe
Control Panel
Insert CMS View Del
Foxsearchlight
CMS: Social Stream (with Swipe)
Non-Crawled: Manually Entered Social Posts
Enter Social Post URL Add Specific Social/Blog Post
2
5
Post By
Post Date
Comment/
Description
Social Channel Image URL
#C0C0C0
Image URL
Comment/
Description
#C0C0C0
Social Channel Handler Title Preview X
4.1 4.2 4.3 4.4 4.15 4.16 4.5 4.6 4.11 4.12 4.7 4.8 4.9 4.17 4.13 4.18 4.14 4.10
7.0
4.19 4.20
Ban
Comment/ Preview
Description
Social Channel Handler Title 3 Image URL Post Date Post By X
#C0C0C0
Handler
Image URL Preview Post Date
Post By X
Comment/
Descript
Live Post Date
Social Channel Handler Title
Pinned
Reply ID
Social Channel BG Color Post By Del
Comment/
Descript
Image URL
1
Title
4.20 Pinned Social Reply
foxsearchlight.com
SOCIAL STREAM

16. RESPONSIVE DESIGN SAMPLE
EXECUTIVE PRODUCER
Home Menu1 Menu2
Fox Searchlight Website Redesign
0.0 Home
1.1 1.2
August 23, 2012
1.3
August 23, 2012
August 23, 2012
1.1 1.2 1.3
Home Menu1 Menu2
Graham Anderson © 2014 Graham Consulting. All rights reserved. The materials herein may not be used for any purpose other than evaluating a proposal by Graham Consulting
and reproduction in whole or in part of the materials herein is strictly prohibited without the express written consent and participation of Graham Consulting.
Toy-Centric Examples
16
Digital Innovation, Strategy, and Whatever Capabilities 09.28.2014
tbd
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 1 2 3 4 5 6 7 8
1. Hero image carousel
3–5 different items may be featured in the homepage
carousel. This will function similarly to how it does on the
current site, rotating automatically or when the user clicks
the next/previous arrows (1.4).
Relevant action links appear (1.1, 1.2, 1.3) on hover.
1.1. Watch Trailer
If available, the trailer will now load within this
feature well.
1.2. More
Takes user to relevant page within site.
1.3. Get Tickets
Takes user off-site to a third-party system.
2. Latest News
Most recent blog post with latest post larger than the other
two.
3. Youtube
Six clips most recently uploaded to the Fox Searchlight
YouTube channel.
4. Social Crawl
Social Crawl pulls in all of the social and news activity on
the site, indicating its source in terms of user and social
channel.
Home Films Blog
feature image
1.0 Hero Images
Watch Trailer More Get Tickets
Latest News
Exclusive clip of BEASTS' Benh Zeitlin on Oprah's
Super Soul Sunday
As you've surely noticed, we're super excited about the cast of BEASTS OF THE
SOUTHERN WILD, being on Oprah's show Super Soul Sunday this weekend.
Today, Indiewire have posted an exclusive clip of BEASTS director Benh Zeitlin
in the hot seat with Ms. Winfrey herself. Crazy!
1.4
2.0
Exclusive clip of BEASTS'
Benh Zeitlin on Oprah's
Super Soul Sunday
As you've surely noticed, we're super excited about the cast of
BEASTS OF THE SOUTHERN WILD, being on Oprah's show Super
Soul Sunday this weekend. Today, Indiewire have posted an
exclusive clip of BEASTS director Benh Zeitlin in the hot seat with
Ms. Winfrey herself. Crazy!
Exclusive clip of BEASTS'
Benh Zeitlin on Oprah's
Super Soul Sunday
As you've surely noticed, we're super excited about the cast of
BEASTS OF THE SOUTHERN WILD, being on Oprah's show Super
Soul Sunday this weekend. Today, Indiewire have posted an
exclusive clip of BEASTS director Benh Zeitlin in the hot seat with
Ms. Winfrey herself. Crazy!
See More »
See More » See More »
Home Films Blog
feature image
Trailer Film Page Tickets
feature image feature image feature image
Exclusive clip of BEASTS' Benh
Zeitlin on Oprah's Super Soul
Sunday
August 23, 2012
As you've surely noticed, we're
super excited about the cast of
BEASTS…See More
Exclusive clip of BEASTS' Benh
Zeitlin on Oprah's Super Soul
Sunday
August 23, 2012
As you've surely noticed, we're
super excited about the cast of
BEASTS…See More
1.4
1.0 Hero Images
Latest News
2.0
tbd
foxsearchlight.com

17. GAME MECHANICS SAMPLE
EXECUTIVE PRODUCER
Graphically Illustrated Quest: Prison (Abridged Version)
Social Challenge/Rationale (based on approved story)
A challenged is posed but there is no clear communication to its presence. The user must pay close attention and find the
location of a crystal. Once found, the user see's the deciphered phrase(s) on the wall. Along with the challenge, the user can
select the Harpy drawing. The drawing will take them to a message post in the site posted by The Giver. It is a riddle that
correlates to this section. The user would need to figure out how to retrieve the riddles via friends and social networks such
as Facebook, Twitter, Reddit, Google+ & Tumblr.
Social Easter Eggs
• Harpy Drawing - Site Post by The Giver.
• Coded messages on the wall.
• Crystal - Will decipher the messages on the wall.
Decode Hidden Message
Click on the Crystal:
Upon retrieval, the user use the
crystal to decipher the scrawled
messages on the wall. The crystal
will also be placed in their
inventory to use in the future.
Facebook.com
im
g
lorem
3 hours ago
I need Help deciphering this page!
Lorem Ipsum Dolor Amit
www.godofwar.com/battle
dolor sit amet, consectetur adipisicing
elit, sed do eiusmod tempor incididunt
ut labore et dolore magna aliqua. Ut
enim ad minim veniam, quis nostrud
AT&T 11:56 AM
THE GENERAL HAS AMASSED HIS ARMY ON THE
HILLSIDE ABOVE KIRRA. THERE ARE MANY WAYS TO
DESTROY A VILLAGE…
What Do YOU Need To Protect KIRRA?
Graham Anderson © 2014 Graham Consulting. All rights reserved. The materials herein may not be used for any purpose other than evaluating a proposal by Graham Consulting
and reproduction in whole or in part of the materials herein is strictly prohibited without the express written consent and participation of Graham Consulting.
God of War: Game Mechanics
17
Digital Innovation, Strategy, and Whatever Capabilities 09.28.2014
Prison
Who Are You?
No one….
The Prisoner didn't know how he got to this dark cell.
What Do You Mean?
A true champion
of the Gods wouldn't
ask such a
foolish question.
Retrace Your Steps.
100 5,000
Click on Harpy Drawing:
Leads to a site post by The Giver that
shows a riddle that tells of the crystal’s
location in the cell.
Decode Message on Wall
Ciphered messages that the user must
decipher either through the assistance
of friends or the use of the Crystal.
Like • Comment • Share 92
14
1
2
3
Get The Ruby
Upon retrieval, the user will see the
messages deciphered. It will also be placed
in their inventory to use in the future.
Partner Promotions
Get discounts and promotions from GoW
promotion partners
Get an Asset Unlock
Upon deciphering a message, the user will
receive and image / video unlock link
Get User and Team Points
Points are awarded to the user and his
team. Team points can be used to grant
team unlocks to content. User points can
grant access to individual unlocks and
other rewards.
Rewards
godofwar/rise-of-the-warrior.com
A Dark Vengeance
OATH STONE
ARES HELMET

18. HI-END
MID-LVL
PRODUCT STRATEGY SAMPLE
CrowdCtrl © 2014 Graham Consulting. All rights reserved. The materials herein may not be used for any purpose other than evaluating a proposal by Graham Consulting
and reproduction in whole or in part of the materials herein is strictly prohibited without the express written consent and participation of Graham Consulting. 7
Graham Anderson © 2014 Graham Consulting. All rights reserved. The materials herein may not be used for any purpose other than evaluating a proposal by Graham Consulting
and reproduction in whole or in part of the materials herein is strictly prohibited without the express written consent and participation of Graham Consulting.
aDNA Agency Workflow
CREATIVE BRIEF DECK/SCRIPT/MISC BUDGET
SUCCESS VARIABLES SINGLE OR MULTIPLAYER
ADVERT VERSION 1
CROWDSOURCED (MULTIPLAYER MODE)
HOW MANY VERSIONS
ADVERT VERSION 2
HIGH END TALENT
STEP 1: GIMMEE
STEP 2: FIDDLE
STEP 3: PRESS PLAY
SELECT PREF FOR AVAIL TALENT
ADVERT VERSION 3
MID LEVEL TALENT
Presentation Sample
18
Digital Innovation, Strategy, and Whatever Capabilities 09.28.2014

19. Medical Sample
CREATING A REVERSE FUNNEL
Take Med Now
VIDEO PHOTO
Q (Score) Graph Components
Per Patient Geolocated tasks disguised as rewards 18 / 51
Components Analysis Offer (Task as Reward) Notification
Local
Businesses
Patient
Input
Donation/Particpation API/Form
Geolocation
Donation Service
Partners
justgiving,
globalgiving, etc
dataset filtered by
partners
You want to eat some free
vegetarian food?
50 5
Purpose: Per Patient, Predict likelihood of drug use and the statistically significant variables
Sentiment Geo Location Responsibility Actual Drug Use
Sentiment Analysis (Self, Others)
Intermediate View Patient View
7
3.5
0
-3.5
Living Task List
Trama Task List
UGC
Consumption
Patient Curation
Notifications
Poll Task List
Weight/Frequency/
Completion of all
Responsibility items
Q-Score
Mood
Biometric
Self
Others
Q-score = 6: Terminus + Likelihood of Stasis (1 + 5 )
Terminus =1 (1-17)
Likelihood of remaining at Terminus = 5 (1-5)
Patient Chart View (Advanced)
Task
Category
Date
Location
Notes
Assigned Sponsees
Assigned Sponsers
Actual Sponser
Q
Family(optional)
Denial Notice Notification
Patient
Inventory States
I want to....
Home
I want to....
Home
I want to....
Home
I want to....
Home
I want to....
Home
I want to....
Home
AT&T LTE 3:01 PM
Q$
Qoin Breakdown By Tasks
Today Daily Monthly Hotspots
32
Bracelet Q App Qoin
Prediction Glow Color
Great
Good
Ok
Trouble
Critical
Info about metric adipisicing elit, sed doon
ullamco laboris nisi ut aliquip ex ea … More
Date Cash
Graham Anderson © 2014 Graham Consulting. All rights reserved. The materials herein may not be used for any purpose other than evaluating a proposal by Graham Consulting
and reproduction in whole or in part of the materials herein is strictly prohibited without the express written consent and participation of Graham Consulting.
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19
Digital Innovation, Strategy, and Whatever Capabilities 09.28.2014
Q me
jo
Trauma
Living
Morning
Level API
Donations
DSM-Bad Diet
DSM-Obese
I want to....
Home
Sentiment
Reward Choice
Donation API/Form
Geo-location Partners
Q Factors
Service Rendered Notificaiton
Completed Task/Reward
Donators Notified
?
Patient UGC
Q-Factor [N]
Donator Wishes
Q
Filter
Q
5 Daily Q-cards
Fri Jan 31 2014
Creator
Modified
Graham Anderson
-7
1 3 5 7 9
Likelihood of Drug Use
Q-score
Comments
Frequency of Response to
Sponsees and Sponsers
hour
51,-0.1,60,1200.4 49,-0.5.120,1000.4
Self
Assigned Sponsees
Assigned Sponsers
Actual Sponser
Klean
Aggregate Proximity
Duration at Proximity
Patients at Proximity[?]
Patient Location?
Duration at Location?
Sentiment Score?
Responsibility score?
Correlation to past use
Correlation to use of others
with similar Q-score
Correlation to use of others
with similar Q-score
Biometric Correlation
= 6 (0-22)
Button
Terminus
Likelihood of Remaining
at Terminus = 5
Sentiment
Responsibility
Drug Use
Lat, Longitude, Duration, Accuracy
TBD
Peers
Chat Frequency
Sentiment
Quantity
$x
Inventory Task Flow
Task management and peer review flow for Inventory and Living Lists
Choose a Task
Send to Peers for Approval
Today
Tomorrow
Someday
On Date
Peer Approval/Denial
Put in Patient Queue
Patient Completes
Task Rating/Commenting
by Peers
1
Sponsees, sponsors, actual
sponsor, Q, family
Patient
Sponsees, sponsors, actual
sponsor, Q, family
2
3
4
Tell Dad you Forgive Him.
It's his birthday.
Trauma #41
Today
Last thing you said on Trauma #41:
Tagclouds engineer relationships orchestrate
systems users virtual long-tail dot-com systems
standards-compliant whiteboard. Dynamic,
"webservices remix addelivery synergistic
How did it go……
I n s e r t
Tell Dad you Forgive Him.
It's his birthday.
Trauma #41
Today
Last thing you said on Trauma #41:
Tagclouds engineer relationships orchestrate
systems users virtual long-tail dot-com systems
standards-compliant whiteboard. Dynamic,
"webservices remix addelivery synergistic
How did it go……
Comments
50 5
img
John Doe Lorem ipsum dolor sit amet,
consectetuer adipiscing elit.
Suspendisse ut purus.
3 hours ago · Like · 1 person
img
John Doe Lorem ipsum dolor sit amet,
consectetuer adipiscing elit.
Suspendisse ut purus.
about an hour ago · Like ·
Write a comment...
img
Share
• Email
• External Social Channels
• Q Social Channel
• SMS
Create Inventory
See Inventory List
AT&T LTE 3:01 PM
14
…
5
Info about metric and what you can do
about a adipisicing elit, sed doon ullamco
laboris nisi ut aliquip ex ea … More
5
Mood
Hotspot Area 1
Take Med Now
AT&T LTE 3:01 PM
Relapse Prediction
Press the Q Button to see your relapse
probability color. Green means your relapse
probability is very low. If Red, your relapse
Probability is High.
Panic
;
Press and Hold Q Button for 15 seconds and
the Q app will go to into Relapse Mode. Q
will call all the relevant parties and give the
option to be taken back to rehab.
5
Qoin
$12.80
Recent Deposits 5
Patient File 523
Journal Writing
Intake Poll
Hipster Beards
Forgiving Dad
Coffee with Jon
Timecapsule
$2.00
$0.10
$1.00
$0.20
$5.00
$0.10
$1.00
Description
2/13
2/13
2/12
2/11
2/10
2/10
2/09
5
2
15
12
32
…
5
Load More
Take Med Now

20. BUSINESS LOGIC SAMPLES
Given the current KPI, what is the ROI of each Content Item?
Leverage Cost of Content Item against Conversion
• On average this content item about ‘Bees’ occurs halfway thru the conversion cycle for Conversion Group B
• Content item was clicked on X times within acceptable range of conversion click
• Content item creative, production, licensing, and deployment costs were $X.
Top Content Meta-tags
CHARACTER UPDATES PINK
BEES HELMETS
[R]ecovery
Avg Conversion Path
0
clicks
Avg Clicks to Conversion
32
Stats for Conversion Group B
10
CHAT
KPI
conversion!
30 20
bee article
Phases Category Description Expense Hours Total Category Total
1 App Development Engineering, UX, App Architecture, Front-End, CMS, etc $100,000
1 Advisor Board Branding, Biometrics, Analytics, Data Science, Design, Exec Producer $95,120
1 Medical Medical, Psychiatric $30,000 2299 $225,120 Phase 1 $225,120
Funding 10 pager Elevator Pitch in Keynote format $9,600
Funding Video Teaser 3 minute Video Teaser of Q $13,500
Funding Pitches, Planes, and Prep $20,000
Funding Legal Counsel Equity Contracts Crafting: Series A/Seed, Convertible, Revisions $17,100 577 $60,200 Funding $60,200
2 App Development Engineering, UX, App Architecture $100,000
2 Advisor Board Branding, Biometrics, Analytics, Data Science, Design, Exec Producer $112,280
2 Legal Trademarks, Patents, Agreements $54,600
2 Medical Medical, Psychiatric $30,000 $296,880 Phase 2 $296,880
3 App Dev Engineering, UX, App Architecture, Front-End, CMS, etc $100,000
3 Advisor Board Branding, Biometrics, Analytics, Data Science, Design, Exec Producer $108,280
3 Legal Trademarks, Patents, Agreements $25,800
3 Medical Medical, Psychiatric $30,000 2,502 $264,080 Phase 3 $264,080
Global Unknown Factors Increase in budget due to currently unknown factors $423,140 2,689 $423,140 Unknown $423,140
8067 $1,269,420 Total $1,269,420
App Dev!
23%
Phase 1!
18%
Funding!
5%
Simple Steps to increase conversion. Key requirement is stellar communication.
What is the Business Logic?
• X% higher exposure to specific advert or content item
• X% higher product buy
• X% conversion in digital section of conversion chain (click to call, and etc)
What is the KPI click item that represents the Business Logic?
Banner, Paid Content Item, Widget, click to call, reminder, anything Click-able
What is a KPI Click Worth?
Conversion Click Value = Monthly Average Uniques / Proforma Budget / Length of Campaign
$0.33
Rev per current
KPI Click
9 months
Acceptable ROI
$100,000
Development
Creative
Paid Media
Content Mkting
Social
300,000 Users
Unique users per month
given the current KPI
1
2
3
06 07 08 09 10 11 12 01 02 03
Graham Anderson © 2014 Graham Consulting. All rights reserved. The materials herein may not be used for any purpose other than evaluating a proposal by Graham Consulting
and reproduction in whole or in part of the materials herein is strictly prohibited without the express written consent and participation of Graham Consulting.
Business Logic Sample
20
Digital Innovation, Strategy, and Whatever Capabilities 09.28.2014
Variables Number
Unknown 50% unforeseen factors
App Dev $300,000
Advisor Board $315,680
Legal $97,500
Medical $90,000
Funding $60,200
Unknown $423,140
Unknown!
33%
Funding!
5%
Medical!
7% Legal!
8%
Advisor Board!
25%
Unknown!
33%
Phase 3!
21%
Phase 2!
23%
God of War
Back-End
Setup
Style guide and best practices T.D.
Repository and Workflow T.D.
First Wave 140 hours ? Dev 2; SysAdmin; T.D.; Dev 1; D.B.A.
Second Wave
Dynamic Content Allocation (shared) 28h Dev 2; L.D.; SysAdmin; Dev 1
Global Search (shared) 58h Dev 2; SysAdmin
Social Campaign 50h Dev 1
Image Galleries (shared) 20h? Dev 1
Social Crawl (shared) 36h Dev 2
QA / testing 48h Q.A.
Bugfixes 48h Dev 1; Dev 2
Configure production environment 20h SysAdmin
Third Wave
Avatar Creator 40h Dev 1
Interface translations Dev 2
FAQ 20h Dev 2
QA / testing 40h Q.A.
Bugfixes 32h Dev 2; Dev 1
Front-End
UX Implementation 168 hours ? S.C.
Responsive Asset Delivery (shared) 35h? Dev 1
Design
Final Comp Review
Production 80 hours ? D.M.
Social Campaign
Storyline 24h? B.W.
Sept 25: 45 Challenges 45h? B.W.
Oct 25: 30 Challenges 30h? B.W.
Nov 25: 30 Challenges 30h? B.W.
Dec 25: 30 Challenges 30h? B.W.
Jan 25: 30 Challenges 30h? B.W.
Feb 25: 30 Challenges 30h? B.W.
Mar 25: 30 Challenges 30h? B.W.
Site Copy 40h? B.W.
Production Milestones
Storyline Complete
Design Production Complete
Comps Complete
Site Copy Complete
First Wave Complete
Second Wave Complete
Third Wave Complete
Front End Complete
Launch Iterations
Alpha Launch
Beta Launch
2012 2013
ROI Logic
© 2014 Graham Consulting. All rights reserved. The materials herein may not be used for any purpose other than evaluating a proposal by Graham Consulting and
reproduction in whole or in part of the materials herein is strictly prohibited without the express written consent and participation of Graham Consulting. GRAHAM
KPI Logic
© 2014 Graham Consulting. All rights reserved. The materials herein may not be used for any purpose other than evaluating a proposal by Graham Consulting and
reproduction in whole or in part of the materials herein is strictly prohibited without the express written consent and participation of Graham Consulting. GRAHAM
CONTENT ROI KPI VALUATION CONVERSION STRATEGY
FINANCIALS GANTT CHARTS DECK FRIENDLY TIMELINES

21. RENEWABLE SAMPLE
When your customer doesn’t believe in the technology, replace marketing claims with science to regain credibility.
➡ Start over with credible (and unbiased) statistics
➡ Stress Math over Hope
➡ Focus on Payback Periods over Environmentalism
➡ Centralize complex marketing message with learning based video series
GBs of Geo-Located Data
Graham Anderson
Extract into Predictive Variables Focused Marketing Message Credibility equals Sales
Frost
Ambient Temp
Insolation
BTU
Ground Water Temp
Cloudiness
Surface Area
DeltaT
Azimuth
IAM
Operating Temp
cost per kWh/m2/day
Legionella
EPA Violations
Precipitation
Learning Based Brochures
Solar Thermal Videos Series
Rand Assoc. now has 4 of the largest Solar
Thermal installations in the U.S.
Geo-Located Solar Thermal
Payback Calculator
© 2014 Graham Consulting. All rights reserved. The materials herein may not be used for any purpose other than evaluating a proposal by Graham Consulting
and reproduction in whole or in part of the materials herein is strictly prohibited without the express written consent and participation of Graham Consulting.
Renewable Example
21
Digital Innovation, Strategy, and Whatever Capabilities 09.28.2014

22. grahama@me.com | 310.402.3980 | los angeles new york
DON’t BE SHY
Let’s Talk!
ToyG-E
CRenAtriHc EAxaMmp leAs NDERSON
DEXIGEITCAULT EXECUTIVE IINVEN OPVRAOTDIOUNC PRODUCER
EARND STRATEGY CONSULTANT
Graham Anderson © 2014 Graham Consulting. All rights reserved. The materials herein may not be used for any purpose other than evaluating a proposal by Graham Consulting
and reproduction in whole or in part of the materials herein is strictly prohibited without the express written consent and participation of Graham Consulting.
22
Digital Innovation, Strategy, and Whatever Capabilities 09.28.2014