This presentation outlines the ingredients for success when re-designing a brand tracker, plus some tips on how to implement them.
• Take a human centred approach to research
• Collect and deliver it in a simple, flexible way so that it can be used throughout the organisation
• Make sure that the right insight is there at the right time
• Ensure you have the right partners to take you there
Redesigning Business - A workshop with Tim Loo - WebVisions BCN 2014Tim Loo
This is the workshop presentation from WebVisions BCN 2014 presented by Tim Loo, Strategy Director at Foolproof.
In an increasingly complex and digitally centric world, consumers are quickly evolving their thinking and behaviour. Many organisations are struggling to keep up, often failing to coherently live up to their brand and service promises. In this workshop, we’ll explore the role of the experience strategist creating wider business change, and the challenges and opportunities for the strategist in “redesigning” organisational attitudes and thinking around the customer.
The document introduces design methods categorized into three phases: Discover, Define, and Develop. The Discover phase focuses on research methods like observation, interviews, and brainstorming. The Define phase is used to analyze research findings and prioritize ideas through methods like focus groups and customer journey mapping. Finally, the Develop phase employs creative techniques such as scenarios, prototyping, and role playing to refine ideas into viable solutions.
The document introduces design methods categorized into three phases: Discover, Define, and Develop. The Discover phase focuses on research methods like observation, user diaries, and surveys. The Define phase is used to analyze findings and prioritize ideas through methods like assessment criteria and focus groups. Finally, the Develop phase develops solutions using profiles, scenarios, prototyping, and other techniques. Overall, the document outlines various qualitative and quantitative design research methods that can be applied at different stages of the design process.
Communication in Transport management - Land freight - SS 2023 .pptxssuser1966d2
it gives overview in transport industry . How communication can make difference in business .
communication is core of any business in transport .
This presentation can give a process idea and plan of action
Bring Out Your Inner Design Thinker: Crafting Your Own Tools for ChangeBen Crothers
This talk was given at Link Festival, Melbourne (2015). It explores how we can all use the lo-fi materials we have in our office stationery cupboards to make simple but innovative tools for teams to use, to help them in strategy, decision-making, prioritisation and communication. Not just for designers! But for any team.
Running Head STRATEGIC COMMUNICATIONS PLAN 1 .docxjeanettehully
Running Head: STRATEGIC COMMUNICATIONS PLAN 1
Strategic Communications Plan
Jason Carroll
Strayer University
COM 510
Dr. De Luise
30 July 2017
STRATEGIC COMMUNICATIONS PLAN 2
Description
A. What is your challenge or opportunity?
To introduce the latest Liaison Action Request (LAR) for a major boat alteration to the
Navy’s 34-foot patrol craft worldwide. This will include all overseas deployed locations
as well as all stateside commands. The greatest challenge in this task is trying to
coordinate mission schedules with maintenance availabilities to complete the installation.
B. Why is this professionally important to you?
This is my first opportunity to lead a portion of the project as a new manager. Both the
senior military and government representatives along with my upper management will be
evaluating my proposals and choices as we move through the project. Additionally, this
is my first opportunity to show my fellow project members that I am capable of leading
them to success.
Goal
A. What goal or outcome do you want to achieve with this communication?
My goal is to minimize confusion of task responsibilities, pass along the overall project
goals, create good group communication regarding mission and unit requirements, and
minimize delays.
Audience
A. Who is your target audience?
The audience is the overall program manager for service team projects, senior
government and military personnel and is aimed towards the different subject matter
experts (SME’s) that will be performing the alteration and installation. Also included
will be the local Officers in Charge for all overseas locations, as it will take a lot of
planning and coordination with them to find the mission down time to complete the LAR.
I. What are the professional positions of the audience members?
a. Government Contract Core personnel
b. Valkyrie program manager
c. Unit OIC’s (Officers in Charge)
d. Overseas Deployment coordinator
e. OPTAR Manager (Operating Target, Budget)
f. Electrician
g. Engine Mechanics
h. Electronics communication technician
i. Welder
j. Quality assurance/NDT coordinator
k. Supply logistician
II. What demographic characteristics will the audience comprise of?
The demographics that cover this group vary greatly. There are military
personnel, white collar executives, blue collar office and shop personnel. Given
the use of technology in today’s workplace all are well versed in communicating
via email.
STRATEGIC COMMUNICATIONS PLAN 3
III. What is your relationship to the audience?
I was previously the logistician for the shop but recently completed my
Bachelor’s degree and have been promoted to a level 1 project manager. I have
had constant contact with all shop personnel along with the military management
because of the coordination of materials requirements.
IV. What background knowledge and expertise does the au ...
A company deployed a global SAP template to its site with 20 employees. The deployment faced challenges with communications, training employees on their new roles, and adapting the global template locally. Key learnings included building trust with remote teams, starting with a plan to leverage existing SAP expertise, and ensuring effective end user training through a blended approach with hands-on practice. While communications were rushed late in the project, future deployments should utilize graphic design and focus communications just-in-time to captive audiences.
This document provides details for a strategic communications plan for an alteration and installation project involving military and government personnel. The goal is to minimize confusion, communicate project goals, and facilitate coordination between various subject matter experts involved in the project. The target audience includes program managers, military leadership, and technicians from different specialties. The plan proposes using PowerPoint, video conferencing, and email updates to convey key messages around maintaining open communication and identifying task responsibilities to help ensure project success.
Redesigning Business - A workshop with Tim Loo - WebVisions BCN 2014Tim Loo
This is the workshop presentation from WebVisions BCN 2014 presented by Tim Loo, Strategy Director at Foolproof.
In an increasingly complex and digitally centric world, consumers are quickly evolving their thinking and behaviour. Many organisations are struggling to keep up, often failing to coherently live up to their brand and service promises. In this workshop, we’ll explore the role of the experience strategist creating wider business change, and the challenges and opportunities for the strategist in “redesigning” organisational attitudes and thinking around the customer.
The document introduces design methods categorized into three phases: Discover, Define, and Develop. The Discover phase focuses on research methods like observation, interviews, and brainstorming. The Define phase is used to analyze research findings and prioritize ideas through methods like focus groups and customer journey mapping. Finally, the Develop phase employs creative techniques such as scenarios, prototyping, and role playing to refine ideas into viable solutions.
The document introduces design methods categorized into three phases: Discover, Define, and Develop. The Discover phase focuses on research methods like observation, user diaries, and surveys. The Define phase is used to analyze findings and prioritize ideas through methods like assessment criteria and focus groups. Finally, the Develop phase develops solutions using profiles, scenarios, prototyping, and other techniques. Overall, the document outlines various qualitative and quantitative design research methods that can be applied at different stages of the design process.
Communication in Transport management - Land freight - SS 2023 .pptxssuser1966d2
it gives overview in transport industry . How communication can make difference in business .
communication is core of any business in transport .
This presentation can give a process idea and plan of action
Bring Out Your Inner Design Thinker: Crafting Your Own Tools for ChangeBen Crothers
This talk was given at Link Festival, Melbourne (2015). It explores how we can all use the lo-fi materials we have in our office stationery cupboards to make simple but innovative tools for teams to use, to help them in strategy, decision-making, prioritisation and communication. Not just for designers! But for any team.
Running Head STRATEGIC COMMUNICATIONS PLAN 1 .docxjeanettehully
Running Head: STRATEGIC COMMUNICATIONS PLAN 1
Strategic Communications Plan
Jason Carroll
Strayer University
COM 510
Dr. De Luise
30 July 2017
STRATEGIC COMMUNICATIONS PLAN 2
Description
A. What is your challenge or opportunity?
To introduce the latest Liaison Action Request (LAR) for a major boat alteration to the
Navy’s 34-foot patrol craft worldwide. This will include all overseas deployed locations
as well as all stateside commands. The greatest challenge in this task is trying to
coordinate mission schedules with maintenance availabilities to complete the installation.
B. Why is this professionally important to you?
This is my first opportunity to lead a portion of the project as a new manager. Both the
senior military and government representatives along with my upper management will be
evaluating my proposals and choices as we move through the project. Additionally, this
is my first opportunity to show my fellow project members that I am capable of leading
them to success.
Goal
A. What goal or outcome do you want to achieve with this communication?
My goal is to minimize confusion of task responsibilities, pass along the overall project
goals, create good group communication regarding mission and unit requirements, and
minimize delays.
Audience
A. Who is your target audience?
The audience is the overall program manager for service team projects, senior
government and military personnel and is aimed towards the different subject matter
experts (SME’s) that will be performing the alteration and installation. Also included
will be the local Officers in Charge for all overseas locations, as it will take a lot of
planning and coordination with them to find the mission down time to complete the LAR.
I. What are the professional positions of the audience members?
a. Government Contract Core personnel
b. Valkyrie program manager
c. Unit OIC’s (Officers in Charge)
d. Overseas Deployment coordinator
e. OPTAR Manager (Operating Target, Budget)
f. Electrician
g. Engine Mechanics
h. Electronics communication technician
i. Welder
j. Quality assurance/NDT coordinator
k. Supply logistician
II. What demographic characteristics will the audience comprise of?
The demographics that cover this group vary greatly. There are military
personnel, white collar executives, blue collar office and shop personnel. Given
the use of technology in today’s workplace all are well versed in communicating
via email.
STRATEGIC COMMUNICATIONS PLAN 3
III. What is your relationship to the audience?
I was previously the logistician for the shop but recently completed my
Bachelor’s degree and have been promoted to a level 1 project manager. I have
had constant contact with all shop personnel along with the military management
because of the coordination of materials requirements.
IV. What background knowledge and expertise does the au ...
A company deployed a global SAP template to its site with 20 employees. The deployment faced challenges with communications, training employees on their new roles, and adapting the global template locally. Key learnings included building trust with remote teams, starting with a plan to leverage existing SAP expertise, and ensuring effective end user training through a blended approach with hands-on practice. While communications were rushed late in the project, future deployments should utilize graphic design and focus communications just-in-time to captive audiences.
This document provides details for a strategic communications plan for an alteration and installation project involving military and government personnel. The goal is to minimize confusion, communicate project goals, and facilitate coordination between various subject matter experts involved in the project. The target audience includes program managers, military leadership, and technicians from different specialties. The plan proposes using PowerPoint, video conferencing, and email updates to convey key messages around maintaining open communication and identifying task responsibilities to help ensure project success.
1
2
6
Strategic Communications Plan
Aysel Karakas
Strayer University
COM510: Business Communications
Prof. Deborah Busby
Description
A. What is your challenge or opportunity?
Granite companies cannot calculate their cost and profits easily. This program is a revolutionary software solution for stone industry which provides the best end-to-end, user-friendly software for the stone industry. The greatest challenge in this task is trying to coordinate mission schedules with maintenance availabilities to complete the installation.
B. Why is this professionally important to you?
This is my first opportunity to lead a portion of the project as a new manager. Both the senior military and government representatives along with my upper management will be evaluating my proposals and choices as we move through the project. Additionally, this is my first opportunity to show my fellow project members that I am capable of leading them to success.Goal
A. What goals or outcomes do you want to achieve with this communication?
My goal is to minimize confusion of task responsibilities, pass along the overall project goals, create good group communication regarding mission and unit requirements, and minimize delays.Audience
A. Who is your target audience?
The audience is the overall program manager for service team projects, senior government, and military personnel and is aimed towards the different subject matter experts (SMEs) that will be performing the alteration and installation. Also included will be the local Officers in Charge for all overseas locations, as it will take a lot of planning and coordination with them to find the mission downtime to complete the LAR.
I. What are the professional positions of the audience members?
a. Government Contract Core personnel
b. Valkyrie program manager
c. Unit OICs (Officers in Charge)
d. Overseas Deployment coordinator
e. OPTAR manager (Operating Target, Budget)
f. Electrician
g. Engine mechanics
h. Electronics communication technician
i. Welder
j. Quality assurance/NDT coordinator
k. Supply logistician
II. What demographic characteristics will the audience comprise?
The demographics that cover this group vary greatly. There are military personnel, white collar executives, and blue collar office and shop personnel. Given the use of technology in today’s workplace, all are well versed in communicating via email.
III. What is your relationship to the audience?
I was previously the logistician for the shop but recently completed my bachelor’s degree and have been promoted to a Level 1 project manager. I have had constant contact with all shop personnel along with the military management because of the coordination of materials requirements.
IV. What background knowledge and expertise does the audience have?
The service team mechanics and electricians have been working on this class of patrol craft for over 10 years. Several of the senior management for the military and Valkyrie are retired or pri ...
This document discusses steps for organizations to improve customer experience across channels. It recommends that companies: 1) better understand customers and their end-to-end journeys; 2) identify pain points and areas for improvement; and 3) create a prioritized roadmap for changes. The document emphasizes taking a journey-driven and cross-channel approach to research, personas, maps, and strategy to improve the customer experience consistently across all touchpoints. It also stresses the importance of galvanizing employees, connecting user experience work to business goals, and ongoing commitment to observation and improvement.
agile_and_scrum_cheat_sheet_December_2021.pdfRichard Douglas
This document discusses the core values and principles of Agile software development methodology, specifically Scrum. It values individuals, interactions, working software, and customer collaboration over processes, tools, documentation, and contract negotiation. The Scrum framework is also summarized, including the roles of Product Owner, Developers and Scrum Master, and events like Sprint Planning, Daily Scrum, Sprint Review, and Retrospective that occur each sprint cycle.
This document provides an overview of a short course on market research. The course consists of 8 lessons that will cover topics such as quantitative and qualitative research methods, communicating results, and emerging areas. Lesson 1 focuses on introducing market research and discussing how to scope projects and define objectives. It also emphasizes the importance of translating results into actionable insights for clients and communicating findings through compelling stories and emotional connection with audiences.
This document discusses communication skills and effective presentations. It covers:
- Communication is a complex two-way process that often breaks down, so clarity and simplicity are important to minimize misunderstandings.
- Giving presentations requires understanding the communication process and practicing skills. Presenters must check for misunderstandings in the audience.
- When designing a presentation, identify 3-5 key points to focus on. Determine the sequence based on audience priorities. Structure the presentation with an introduction, main body divided into sections for each key point, and conclusion.
An analysis of social media split testing and how it can benefit your paid social campaigns. So many marketers stop at implementation, and although the initial research and a strong strategy is important, stopping at this point won’t allow you to make the most of your budget and achieve great results. During the optimisation stage you’ll find that data is key to getting the best from your social media campaigns, it allows you to utilise your best performing platforms, adjust your ads, and ultimately move your campaign in a stronger direction.
To The Point - Common Sense Approach to Strategic PlanningMarion Reinson
This document provides guidance on developing a strategic plan with a common sense approach. It recommends first gaining clarity on your current situation by taking inventory of roles, goals, rules, tools and people. It then suggests thinking about innovation by considering new offerings that create value. Finally, it discusses using analytics to measure checkpoints and outcomes, and embracing intelligent failure as part of the learning process. The overall message is to thoughtfully plan growth by understanding your current state and customers while testing new ideas.
Driveway to Highway: Driving Outcomes with Infrastructure as a ProductVMware Tanzu
SpringOne 2021
Session Title: Driveway to Highway: Driving Outcomes with Infrastructure as a Product
Speakers: Heather Romero, Product Manager at Scientific Research Corporation; Scott Hiland, Manager, Solution Leads at VMware Tanzu Labs
AIRWAY Drone Service Delivery – On Time, Every Time -HR Recruitment & Training Plan
Season 3 Semi Final Business Case Scenario Submission of Submitted By : Sasturkar Gauri Gajendra - From Team Wright | Submission Date & Time : 2021-03-14 11:02:13
Traveler path to purchase (Part 1). Tourism marketing best practice.Bronwyn White
If you are marketing today, the same way you were last year you need to worry.
From the trigger to dreaming about travel.
Research shows that destination marketing organisations (DMO’s) and tourism businesses struggle to keep up with marketing best practice and technology
Your competitor is just a click, swipe or tap away. How travellers make decisions has changed radically over the last few years
Many tourism businesses don’t enjoy marketing preferring to focus on delivering the experience – But to the potential customer the FIRST touchpoint is actually a key part of the experience.
If you get this wrong, many of them will NEVER get to the bit you think of as your offer.
Here is part 1 of a 3 part series
This document provides information on conducting market research. It begins by outlining three learning objectives: 1) introduce students to market research and its purpose/value for business planning, 2) develop students' market research skills, and 3) enable students to extract meaningful insights from findings. It then discusses the importance of knowing the target market well and lists seven basic questions for market research: why, what, which, who, when, where, and how. Finally, it provides an overview of common market research methodologies like surveys, focus groups, observation, and customer profiling.
3 things you need to consider before capturing and sharing knowledge Commelius Solutions
How do you ensure the knowledge of your most experienced employees is preserved? How do you capture and share it across the business?
In this mini-whitepaper you will find the essential things you should consider while planning a knowledge sharing initiative in your company. You’ll also learn about a global law firm, which came up with an excellent idea to capture and share the knowledge of their senior staff and pass it onto the less experienced employees. It’s worth a read. Their learning project was so successful it won them an award!
This document provides a strategic communications plan to introduce a major boat alteration project to the Navy. The plan outlines the challenge of coordinating maintenance schedules globally. The author's goal is to minimize confusion and delays through open communication. The target audience includes various military, government, and contractor personnel involved in the project. The plan proposes using PowerPoint, video conferencing, and email updates to clearly convey the need for open communication between all parties to ensure project success.
The 3rd PASA Premier ConfeX 2015 BrochurePASA Events
The 3rd PASA Premier ConfeX will be the largest procurement event in the region this year, held on October 14-15 in Melbourne. The program is designed to cater to all procurement professionals and bring the community together. It will feature keynote speakers addressing how to create value through alignment, and 36 educational sessions across 4 streams over two days. Attendees can gain insights, network, and choose sessions tailored to their role to improve performance and knowledge.
The new eLearning program for the Marcoms industry. Advertising agencies, Marketing Depts and Media companies. Written by leading UK practitioners, The Burns Unit tlc and an award winning eLearning business. Visit www.randhp.com
Recent research says that the business environment for CPAs and their clients will be characterized by “unprecedented, massive and highly accelerated change” through 2025. To thrive in this new age of hyper-change and growing uncertainty, it is now an imperative to learn a new competency--how to accurately anticipate the future. The key to success in this fast-changing environment is to learn how to move from being reactive to proactive and flip from crisis manager to an opportunity manager. Tom will show how to explore new value added services and position their practices for success in a rapidly changing world.
Executive briefing procurement academy v2016 04-april-slideshareversionLindsay Chesar
The document describes Building Your Procurement Academy by Purchasing & Procurement Center (PPC) to implement a complete competency building and learning program. PPC offers a 7 step approach including competence mapping, assessments, individual learning plans, blended learning with e-learning, exercises, simulations and classroom training. They ensure learning sticks through follow up training, exercises, simulations and application based tasks. PPC provides a full turnkey academy or individual services. Their approach aims to build team capabilities through a personalized blended learning program.
Measuring Share of Experience by MESH ExperienceMesh Experience
White paper on measuring share of experience and why it's a better measure than share of voice. New metrics are presented to help optimize media strategy and planning. Paid media often only accounts for 25% of experiences. Share of voice only looks at paid media. We've found share of experience correlates better with market share than share of voice. It's better to build excess share of experience to drive up market share.
Manifesto for Experience Driven Marketing by MESH ExperienceMesh Experience
A new model and framework for future marketing based on 12 years of capturing experiences people have with brands across a variety of categories and picking up every touchpoint/media/channel.
More Related Content
Similar to MESH Experience - Redesigning a Brand Tracker April 2018
1
2
6
Strategic Communications Plan
Aysel Karakas
Strayer University
COM510: Business Communications
Prof. Deborah Busby
Description
A. What is your challenge or opportunity?
Granite companies cannot calculate their cost and profits easily. This program is a revolutionary software solution for stone industry which provides the best end-to-end, user-friendly software for the stone industry. The greatest challenge in this task is trying to coordinate mission schedules with maintenance availabilities to complete the installation.
B. Why is this professionally important to you?
This is my first opportunity to lead a portion of the project as a new manager. Both the senior military and government representatives along with my upper management will be evaluating my proposals and choices as we move through the project. Additionally, this is my first opportunity to show my fellow project members that I am capable of leading them to success.Goal
A. What goals or outcomes do you want to achieve with this communication?
My goal is to minimize confusion of task responsibilities, pass along the overall project goals, create good group communication regarding mission and unit requirements, and minimize delays.Audience
A. Who is your target audience?
The audience is the overall program manager for service team projects, senior government, and military personnel and is aimed towards the different subject matter experts (SMEs) that will be performing the alteration and installation. Also included will be the local Officers in Charge for all overseas locations, as it will take a lot of planning and coordination with them to find the mission downtime to complete the LAR.
I. What are the professional positions of the audience members?
a. Government Contract Core personnel
b. Valkyrie program manager
c. Unit OICs (Officers in Charge)
d. Overseas Deployment coordinator
e. OPTAR manager (Operating Target, Budget)
f. Electrician
g. Engine mechanics
h. Electronics communication technician
i. Welder
j. Quality assurance/NDT coordinator
k. Supply logistician
II. What demographic characteristics will the audience comprise?
The demographics that cover this group vary greatly. There are military personnel, white collar executives, and blue collar office and shop personnel. Given the use of technology in today’s workplace, all are well versed in communicating via email.
III. What is your relationship to the audience?
I was previously the logistician for the shop but recently completed my bachelor’s degree and have been promoted to a Level 1 project manager. I have had constant contact with all shop personnel along with the military management because of the coordination of materials requirements.
IV. What background knowledge and expertise does the audience have?
The service team mechanics and electricians have been working on this class of patrol craft for over 10 years. Several of the senior management for the military and Valkyrie are retired or pri ...
This document discusses steps for organizations to improve customer experience across channels. It recommends that companies: 1) better understand customers and their end-to-end journeys; 2) identify pain points and areas for improvement; and 3) create a prioritized roadmap for changes. The document emphasizes taking a journey-driven and cross-channel approach to research, personas, maps, and strategy to improve the customer experience consistently across all touchpoints. It also stresses the importance of galvanizing employees, connecting user experience work to business goals, and ongoing commitment to observation and improvement.
agile_and_scrum_cheat_sheet_December_2021.pdfRichard Douglas
This document discusses the core values and principles of Agile software development methodology, specifically Scrum. It values individuals, interactions, working software, and customer collaboration over processes, tools, documentation, and contract negotiation. The Scrum framework is also summarized, including the roles of Product Owner, Developers and Scrum Master, and events like Sprint Planning, Daily Scrum, Sprint Review, and Retrospective that occur each sprint cycle.
This document provides an overview of a short course on market research. The course consists of 8 lessons that will cover topics such as quantitative and qualitative research methods, communicating results, and emerging areas. Lesson 1 focuses on introducing market research and discussing how to scope projects and define objectives. It also emphasizes the importance of translating results into actionable insights for clients and communicating findings through compelling stories and emotional connection with audiences.
This document discusses communication skills and effective presentations. It covers:
- Communication is a complex two-way process that often breaks down, so clarity and simplicity are important to minimize misunderstandings.
- Giving presentations requires understanding the communication process and practicing skills. Presenters must check for misunderstandings in the audience.
- When designing a presentation, identify 3-5 key points to focus on. Determine the sequence based on audience priorities. Structure the presentation with an introduction, main body divided into sections for each key point, and conclusion.
An analysis of social media split testing and how it can benefit your paid social campaigns. So many marketers stop at implementation, and although the initial research and a strong strategy is important, stopping at this point won’t allow you to make the most of your budget and achieve great results. During the optimisation stage you’ll find that data is key to getting the best from your social media campaigns, it allows you to utilise your best performing platforms, adjust your ads, and ultimately move your campaign in a stronger direction.
To The Point - Common Sense Approach to Strategic PlanningMarion Reinson
This document provides guidance on developing a strategic plan with a common sense approach. It recommends first gaining clarity on your current situation by taking inventory of roles, goals, rules, tools and people. It then suggests thinking about innovation by considering new offerings that create value. Finally, it discusses using analytics to measure checkpoints and outcomes, and embracing intelligent failure as part of the learning process. The overall message is to thoughtfully plan growth by understanding your current state and customers while testing new ideas.
Driveway to Highway: Driving Outcomes with Infrastructure as a ProductVMware Tanzu
SpringOne 2021
Session Title: Driveway to Highway: Driving Outcomes with Infrastructure as a Product
Speakers: Heather Romero, Product Manager at Scientific Research Corporation; Scott Hiland, Manager, Solution Leads at VMware Tanzu Labs
AIRWAY Drone Service Delivery – On Time, Every Time -HR Recruitment & Training Plan
Season 3 Semi Final Business Case Scenario Submission of Submitted By : Sasturkar Gauri Gajendra - From Team Wright | Submission Date & Time : 2021-03-14 11:02:13
Traveler path to purchase (Part 1). Tourism marketing best practice.Bronwyn White
If you are marketing today, the same way you were last year you need to worry.
From the trigger to dreaming about travel.
Research shows that destination marketing organisations (DMO’s) and tourism businesses struggle to keep up with marketing best practice and technology
Your competitor is just a click, swipe or tap away. How travellers make decisions has changed radically over the last few years
Many tourism businesses don’t enjoy marketing preferring to focus on delivering the experience – But to the potential customer the FIRST touchpoint is actually a key part of the experience.
If you get this wrong, many of them will NEVER get to the bit you think of as your offer.
Here is part 1 of a 3 part series
This document provides information on conducting market research. It begins by outlining three learning objectives: 1) introduce students to market research and its purpose/value for business planning, 2) develop students' market research skills, and 3) enable students to extract meaningful insights from findings. It then discusses the importance of knowing the target market well and lists seven basic questions for market research: why, what, which, who, when, where, and how. Finally, it provides an overview of common market research methodologies like surveys, focus groups, observation, and customer profiling.
3 things you need to consider before capturing and sharing knowledge Commelius Solutions
How do you ensure the knowledge of your most experienced employees is preserved? How do you capture and share it across the business?
In this mini-whitepaper you will find the essential things you should consider while planning a knowledge sharing initiative in your company. You’ll also learn about a global law firm, which came up with an excellent idea to capture and share the knowledge of their senior staff and pass it onto the less experienced employees. It’s worth a read. Their learning project was so successful it won them an award!
This document provides a strategic communications plan to introduce a major boat alteration project to the Navy. The plan outlines the challenge of coordinating maintenance schedules globally. The author's goal is to minimize confusion and delays through open communication. The target audience includes various military, government, and contractor personnel involved in the project. The plan proposes using PowerPoint, video conferencing, and email updates to clearly convey the need for open communication between all parties to ensure project success.
The 3rd PASA Premier ConfeX 2015 BrochurePASA Events
The 3rd PASA Premier ConfeX will be the largest procurement event in the region this year, held on October 14-15 in Melbourne. The program is designed to cater to all procurement professionals and bring the community together. It will feature keynote speakers addressing how to create value through alignment, and 36 educational sessions across 4 streams over two days. Attendees can gain insights, network, and choose sessions tailored to their role to improve performance and knowledge.
The new eLearning program for the Marcoms industry. Advertising agencies, Marketing Depts and Media companies. Written by leading UK practitioners, The Burns Unit tlc and an award winning eLearning business. Visit www.randhp.com
Recent research says that the business environment for CPAs and their clients will be characterized by “unprecedented, massive and highly accelerated change” through 2025. To thrive in this new age of hyper-change and growing uncertainty, it is now an imperative to learn a new competency--how to accurately anticipate the future. The key to success in this fast-changing environment is to learn how to move from being reactive to proactive and flip from crisis manager to an opportunity manager. Tom will show how to explore new value added services and position their practices for success in a rapidly changing world.
Executive briefing procurement academy v2016 04-april-slideshareversionLindsay Chesar
The document describes Building Your Procurement Academy by Purchasing & Procurement Center (PPC) to implement a complete competency building and learning program. PPC offers a 7 step approach including competence mapping, assessments, individual learning plans, blended learning with e-learning, exercises, simulations and classroom training. They ensure learning sticks through follow up training, exercises, simulations and application based tasks. PPC provides a full turnkey academy or individual services. Their approach aims to build team capabilities through a personalized blended learning program.
Similar to MESH Experience - Redesigning a Brand Tracker April 2018 (20)
Measuring Share of Experience by MESH ExperienceMesh Experience
White paper on measuring share of experience and why it's a better measure than share of voice. New metrics are presented to help optimize media strategy and planning. Paid media often only accounts for 25% of experiences. Share of voice only looks at paid media. We've found share of experience correlates better with market share than share of voice. It's better to build excess share of experience to drive up market share.
Manifesto for Experience Driven Marketing by MESH ExperienceMesh Experience
A new model and framework for future marketing based on 12 years of capturing experiences people have with brands across a variety of categories and picking up every touchpoint/media/channel.
A review of retail bank campaigns and experiences across all touchpoints, not just TV and including paid, owned and earned media. New metrics are introduced to help drive brand growth: share of experience, experience reach, positivity and persuasiveness. The review looks at key competitors in retail banking.
Mesh Experience | Retail Revolution Insight Show Mesh Experience
In this presentation, Mesh Experience explains the importance of measuring real-time shopper experiences with brands. From collecting basic demographic data to deciphering whether or not displays capture their viewers, real-time retail is a transformative approach to experience marketing.
This document discusses the importance of context in understanding consumer experiences with brand touchpoints. It examines different types of context, including timing context, venue/screen context, partner context, news context, and peer-to-peer context. Data from consumer surveys and experience tracking is presented, analyzing how touchpoint experiences and engagement vary based on these contextual factors. Key findings include the influence of time of day on online vs TV touchpoint effectiveness, the higher engagement with out-of-home touchpoints in certain venues after 6pm, and the relationship between negative news coverage and brand perceptions over time. The implications discussed are leveraging contextual understanding to optimize touchpoint strategy.
Mesh Experience explains how context provides greater engagement, better message delivery, and higher revenue when it comes to user experience with brands. This includes timing, program, venue, partner, brand, and news context.
How to Start Affiliate Marketing with ChatGPT- A Step-by-Step Guide (1).pdfSimpleMoneyMaker
Discover the power of affiliate marketing with ChatGPT! This comprehensive guide takes you through the process of starting and scaling your affiliate marketing business using the latest AI technology. Learn how to leverage ChatGPT to generate content ideas, create engaging articles, and connect with your audience through personalized interactions. From building your strategy and optimizing conversions to analyzing performance and staying updated with industry trends, this eBook provides everything you need to know to succeed in affiliate marketing. Whether you're a beginner looking to start your online business or an experienced marketer wanting to take your efforts to the next level, this guide is your roadmap to success in the world of affiliate marketing.
The Future of ''Digital marketing'' .pptxbhavanasizcom
Digital marketing leverages digital channels such as SEO, content marketing, social media, PPC, and email to promote products or services. It includes affiliate and influencer marketing, mobile strategies, and online PR. Marketing automation helps streamline efforts, while analytics guide data-driven decisions. The objective is to engage target audiences, drive conversions, and build brand loyalty by reaching customers in the digital spaces they frequent.The future of digital marketing will be driven by advancements in artificial intelligence (AI) for personalized content and customer service, and the rise of voice search optimization due to smart speakers. Video content, especially short-form videos, will continue to dominate, while augmented reality (AR) and virtual reality (VR) will enhance customer experiences. Emphasis on data privacy and compliance will grow, alongside the need for seamless omnichannel marketing. Blockchain technology will offer secure digital advertising, and sustainability will become a key focus. With the advent of 5G technology, faster mobile internet will enable new innovations, and advanced personalization will deliver highly relevant content to users.
Embark on style journeys Indian clothing store denver guide.pptxOmnama Fashions
Finding the perfect "Indian Clothing Store Denver" is essential for those seeking vibrant, authentic, and culturally rich attire in the heart of Colorado. Denver, a city known for its diverse culture and eclectic fashion scene, offers a variety of options for those in search of traditional and contemporary Indian clothing. Whether you're preparing for a wedding, festival, or cultural event, or simply wish to incorporate the elegance and beauty of Indian fashion into your wardrobe, discovering the right store can make all the difference.
Unlock the secrets to creating a standout trade show booth with our comprehensive guide from Blue Atlas Marketing! This presentation is packed with essential tips and innovative strategies to ensure your booth attracts attention, engages visitors, and drives business success. Whether you're a seasoned exhibitor or a first-timer, these expert insights will help you maximize your impact and make a memorable impression in a crowded exhibition hall. Learn how to:
Design an eye-catching and inviting booth
Incorporate interactive elements that engage visitors
Use effective branding and visuals to reinforce your message
Plan your booth layout for maximum traffic flow
Implement technology to enhance the visitor experience
Create memorable experiences that leave a lasting impression
Transform your trade show presence with these proven tactics and ensure your booth stands out from the competition. Download the PDF now and start planning your next successful exhibit!
From Hope to Despair The Top 10 Reasons Businesses Ditch SEO Tactics.pptxBoston SEO Services
From Hope to Despair: The Top 10 Reasons Businesses Ditch SEO Tactics
Are you tired of seeing your business's online visibility plummet from hope to despair? When it comes to SEO tactics, many businesses find themselves grappling with challenges that lead them to abandon their strategies altogether. In a digital landscape that's constantly evolving, staying on top of SEO best practices is crucial to maintaining a competitive edge.
In this blog, we delve deep into the top 10 reasons why businesses ditch SEO tactics, uncovering the pain points that may resonate with you:
1. Algorithm Changes: The ever-changing algorithms can leave businesses feeling like they're chasing a moving target. Search engines like Google frequently update their algorithms to improve user experience and provide more relevant search results. However, these updates can significantly impact your website's visibility and ranking if you're not prepared.
2. Lack of Results: Investing time and resources without seeing tangible results can be disheartening. The absence of immediate results often leads businesses to lose faith in their SEO strategies. It's important to remember that SEO is a long-term game that requires patience and consistent effort.
3. Technical Challenges: From site speed issues to complex metadata implementation, technical hurdles can be daunting. Overcoming these challenges is crucial for SEO success, as technical issues can hinder your website's performance and user experience.
4. Keyword Competition: Fierce competition for top keywords can make it hard to rank effectively. Businesses often struggle to find the right balance between targeting high-traffic keywords and finding less competitive, niche keywords that can still drive significant traffic.
5. Lack of Understanding of SEO Basics: Many businesses dive into the complex world of SEO without fully grasping the fundamental principles. This lack of understanding can lead to several issues:
Keyword Awareness: Failing to recognize the importance of keyword research and targeting the right keywords in content.
On-Page Optimization: Ignorance regarding crucial on-page elements such as meta tags, headers, and content structure.
Technical SEO Best Practices: Overlooking essential aspects like site speed, mobile responsiveness, and crawlability.
Backlinks: Not understanding the value of high-quality backlinks from reputable sources.
Analytics: Failing to track and analyze data prevents businesses from optimizing their SEO efforts effectively.
6. Unrealistic Expectations and Timeframe: Entrepreneurs often fall prey to the allure of quick fixes and overnight success. Unrealistic expectations can overshadow the reality of the time and effort needed to see tangible results in the highly competitive digital landscape. SEO is a long-term strategy, and setting realistic goals is crucial for success.
#SEO #DigitalMarketing #BusinessGrowth #OnlineVisibility #SEOChallenges #BostonSEO
Efficient Website Management for Digital Marketing ProsLauren Polinsky
Learn how to optimize website projects, leverage SEO tactics effectively, and implement product-led marketing approaches for enhanced digital presence and ROI.
This session is your key to unlocking the secrets of successful digital marketing campaigns and maximizing your business's online potential.
Actionable tactics you can apply after this session:
- Streamlined Website Management: Discover techniques to streamline website development, manage day-to-day operations efficiently, and ensure smooth project execution.
- Effective SEO Practices: Gain valuable insights into optimizing your website for search engines, improving visibility, and driving organic traffic to your digital assets.
- Leverage Product-Led Marketing: Explore strategies for incorporating product-led marketing principles into your digital marketing efforts, enhancing user engagement and driving conversions.
Don't miss out on this opportunity to elevate your digital marketing game and achieve tangible results!
Dive deep into the cutting-edge strategies we're employing to revolutionize our web presence in the age of AI-driven search. As Gen Z reshapes the digital realm, discover how we can bridge the generational divide. Unlock the synergistic power of PPC, social media, and SEO, driving unparalleled revenues for our projects.
In this humorous and data-heavy Master Class, join us in a joyous celebration of life honoring the long list of SEO tactics and concepts we lost this year. Remember fondly the beautiful time you shared with defunct ideas like link building, keyword cannibalization, search volume as a value indicator, and even our most cherished of friends: the funnel. Make peace with their loss as you embrace a new paradigm for organic content: Pillar-Based Marketing. Along the way, discover that the results that old SEO and all its trappings brought you weren’t really very good at all, actually.
In this respectful and life-affirming service—erm, session—join Ryan Brock (Chief Solution Officer at DemandJump and author of Pillar-Based Marketing: A Data-Driven Methodology for SEO and Content that Actually Works) and leave with:
• Clear and compelling evidence that most legacy SEO metrics and tactics have slim to no impact on SEO outcomes
• A major mindset shift that eliminates most of the metrics and tactics associated with SEO in favor of a single metric that defines and drives organic ranking success
• Practical, step-by-step methodology for choosing SEO pillar topics and publishing content quickly that ranks fast
Top Strategies for Building High-Quality Backlinks in 2024 PPT.pdf1Solutions Pvt. Ltd.
As we move into 2024, the methods for building high-quality backlinks continue to evolve, demanding more sophisticated and strategic approaches. This presentation aims to explore the latest trends and proven strategies for acquiring high-quality backlinks that can elevate your SEO efforts.
Visit:- https://www.1solutions.biz/link-building-packages/
Conferences like DigiMarCon provide ample opportunities to improve our own marketing programs by learning from others. But just because everyone is jumping on board with the latest idea/tool/metric doesn’t mean it works – or does it? This session will examine the value of today’s hottest digital marketing topics – including AI, paid ads, and social metrics – and the truth about what these shiny objects might be distracting you from.
Key Takeaways:
- How NOT to shoot your digital program in the foot by using flashy but ineffective resources
- The best ways to think about AI in connection with digital marketing
- How to cut through self-serving marketing advice and engage in channels that truly grow your business
Mastering Local SEO for Service Businesses in the AI Era"" is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Breaking Silos To Break Bank: Shattering The Divide Between Search And SocialNavah Hopkins
At Mozcon 2024 I shared this deck on bridging the divide between search and social. We began by acknowledging that search-first marketers are used to different rules of engagement than social marketers. We also looked at how both channels treat creative, audiences, bidding/budgeting, and AI. We finished by going through how they can win together including UTM audits, harvesting comments from both to inform creative, and allowing for non-login forums to be part of your marketing strategy.
I themed this deck using Baldur's Gate 3 characters: Gale as Search and Astarion as Social
Lily Ray - Optimize the Forest, Not the Trees: Move Beyond SEO Checklist - Mo...Amsive
Lily Ray, Vice President of SEO Strategy & Research at Amsive, explores optimizing strategies for sustainable growth and explores the impact of AI on the SEO landscape.
Build marketing products across the customer journey to grow your business and build a relationship with your customer. For example you can build graders, calculators, quizzes, recommendations, chatbots or AR apps. Things like Hubspot's free marketing grader, Moz's site analyzer, VenturePact's mobile app cost calculator, new york times's dialect quiz, Ikea's AR app, L'Oreal's AR app and Nike's fitness apps. All of these examples are free tools that help drive engagement with your brand, build an audience and generate leads for your core business by adding value to a customer during a micro-moment.
Key Takeaways:
Learn how to use specific GPTs to help you Learn how to build your own marketing tools
Generate marketing ideas for your business How to think through and use AI in marketing
How AI changes the marketing game
Customer Experience is not only for B2C and big box brands. Embark on a transformative journey into the realm of B2B customer experience with our masterclass. In this dynamic session, we'll delve into the intricacies of designing and implementing seamless customer journeys that leave a lasting impression. Explore proven strategies and best practices tailored specifically for the B2B landscape, learning how to navigate complex decision-making processes and cultivate meaningful relationships with clients. From initial engagement to post-sale support, discover how to optimize every touchpoint to deliver exceptional experiences that drive loyalty and revenue growth. Join us and unlock the keys to unparalleled success in the B2B arena.
Key Takeaways:
1. Identify your customer journey and growth areas
2. Build a three-step customer experience strategy
3. Put your CX data to use and drive action in your organization
Unleash the Power of Storytelling - Win Hearts, Change Minds, Get Results - R...
MESH Experience - Redesigning a Brand Tracker April 2018
1. Redesigning a Brand Tracker
Helping LATAM Airlines Soar to New Heights
ESOMAR LATAM Conference
Marcello Garritano and Priscila Tavares
17th April 2018
2. Our focus today
2 <Source and Base>
How taking a human
centred, lean approach
to research generated
insight that made a real
difference.
3. “People build brands
like birds build
nests, from scraps
and straws they
chance upon.”
3
Jeremy Bullmore
A bit about MESH – the Experience Agency
5. Key takeouts today
1. To take a human centred approach to research;
2. Collect and deliver in a simple, flexible way so that it can
be used throughout the organisation;
3. Ensure that the right insight is there at the right time;
4. Ensure you have the right partners to take you there.
12. Key insights
• Enter the consumers’ world – don’t expect them to get
into yours
• Asking the same metrics in the same way won’t get you
new insight
• Comparability should not take away from understanding
your customer in the here and now
13. Our flight plan
1. Taking the consumer on-board
2. Clearing the runway
3. Changing your flight path
4. Ensuring a smooth landing
14. 14 <Source and Base>
Clearing the runway. Making it clear and simple makes all the difference
15. 1) Start at the end! Have objectives to
hand when outlining the scope
17. When you are designing your questions/KPIs, ask yourself..
• When was the last time this metric was used?
• Which decisions were actually taken from this metric?
• Think: if it wasn’t there, what would the real impact be?
• Do I have another metric I can use to inform my decision?
Ideally, maximum of 10 key metrics.
Do I really need it?
18. Categorise questions into the key building blocks
Divide your questionnaire into
uses of questions e.g.
1. Screening
2. Segmentation
3. KPIs
That way you can ensure you
have all the elements you need
19. Our flight plan
1. Taking the consumer on-board
2. Clearing the runway
3. Changing your flight path
4. Ensuring a smooth landing
21. People don’t like change..
But it isn’t the change itself that is disliked, it’s the fear of not
being prepared for change or the challenges that it brings
Involve
people in
the process
Transparent and
clear
communication
But how?
Show that
core info.
remains
accessible
Illustrate how
decisions will
be made from
now on
25. Engaging internal clients and meeting their individual needs
Flexibility in analysis
and delivery
Automation to add value and
empower users
26. Let it go! Everything you
present should have a
purpose
27. Here is one useful checklist
Before I start, am I clear what decisions are being made from this?
Am I using the right language for the audience - is this how they think/talk?
Am I being too wedded to the data? Is there a purpose for everything here?
Is it telling a story in a logical way? Is insight in key points and does it flow?
Ultimately, has EVERY slide got just one message and one conclusion?
29. Key takeouts today
1. To take a human centred approach to research;
2. Collect and deliver in a simple, flexible way so that it can
be used throughout the organisation;
3. Ensure that the right insight is there at the right time;
4. Ensure you have the right partners to take you there.
We’re well aware of the challenges of converting insight to impact.
So we are here to tell a story today, about the ways of working and techniques adopted
which made a difference as to how insight was used and guided strategy for LATAM
2 of the key elements that run through our approach are HUMAN CENTERED and LEAN
And we lived through this over the last 4 years or so, so we can give you our honest account of what did and didn’t work
Our focus is experiences and this transcends everything we do
MESH experience is a research consultancy focused on understanding experiences with brands
But beyond this, we understand and create client experiences. From dealing with our direct clients (and their internal clients) and thinking from their perspective of their experience with our research tools and marketing intelligence.
Both of these elements of our ethos were core when shaping the approach of how we redesigned the insight delivery systems.
For those of you who don’t already know, a leading airline in South America – when LAN and TAM decided to come together they wanted to form something great than the sum of the two parts
At one level, the learnings seem somewhat obvious , but here are the 4 main messages to take out today and in the rest of the presentation we will show you how and why this worked so well and some practical tips as to how to implement in your own organisation
It’s a particular way of thinking that we want to walk you through today, we changed our mindset! It’s more about an approach rather than results.
Before we start the journey, here is a bit of background.
As the South American Airline giants TAM and LAN joined forces, they faced a whole host of challenges ahead
- restructure and gain efficiencies
whilst shaping a strategy for the new LATAM brand
operating across various countries in the region
companies in such a competitive and complex market.
They good news is that they had a partner, MESH on board to help them
This needed to:
be used for decision making and make a difference to the business.
Whilst maintaining consistency existing processes and thinking in organisation. (One example was to merge five standalone trackers, all in varied formats, across different countries, to one centralised tracker;)
and satisfying stakeholders with the regular metrics they needed as well as getting them all aligned
Also something different and innovative was needed to try and get an edge in this competitive market. From MESH’s point of view, they realized from the offset that it was important to integrate elements from an experience perspective, as this was their heartland;
So now we knew the challenges, we knew our destination – we now can map out the flight plan that we took to get there and what learnings we can take from it.
This will be the structure of the presentation
Firstly, we needed to properly board, and make sure that we took the consumer on-board with us.
We already had standard industry metrics (awareness, preference etc.). We realised that we needed to go above and beyond this.
So it was more about asking the right questions, rather than just employing more sophisticated techniques
This meant a consumer (not metric) led approach to data capture and analysis, making it more real-world
MESH believes in understanding experiences and occasions – in this case, how people really look to fly and how they evaluate brands in their heads. We believed that capturing information in this way. i.e. framing as much as possible in the occasions was vital to getting true-to-life metrics that were more accurate and actionable.
Sometimes, it was as simple as reframing traditional questions, such as preference, to also ask from different perspectives.
But other times we had to get creative! For example, we wanted to understand the last purchase, but knew that this could be distant for some people, thus we needed an innovative technique to capture real flight experiences with as much detail and accuracy as possible.
So we designed a “boarding pass” tool to implement in our surveys. An online visualisation of a boarding pass for people to fill in all the details of their last flights – destination, class, price, etc. This proved to be a simple but powerful way to evoke deeper memories
For the last point its especially about letting go of the comfort blanket of the old metrics
To prepare for take off we needed to clear the road ahead and simplify all elements of the tracker.
We will take you through 2 checkpoints
MESH uses a “Project Charter” document when kicking off projects, which gives both parties the chance to outline what success looks like as well as logging potential issues and risks and planning how to mitigate them.
This process gets everyone on the same page and it’s helpful to continually refer back to throughout the project life, to see if everything is on track.
This also ensures that before you go into the design process, you have front of mind both the project objectives and the stakeholders’ needs, so you can make this the focus of what you decide to put into the study.
We had it all! After beefing up the questionnaires and adding many more questions and image statements, we had covered every element of the flight experience. But it was doing us more harm than good
This left us confused as it was difficult to navigate and focus, both from an analysis perspective but also from the end user of the insight, who was being fed all these metrics. It was the classic paradigm of hyper choice; the more we had the less we could get from it.
So we decided to revamp. Again.
We took the opportunity to focus even more on occasions (as we had seen the value of this insight), as well as streamlining everything and cutting unnecessary questions and statements to only what was essential.
Though this left us with less granular data, it was more powerful, as it gave us clarity of thought.
Here are some guidelines –
when deciding which questions or metrics to include – force yourself to think if you really need it. As a guide, if you can’t answer affirmatively to all of these prompts, then don’t include it!
(last point) Sometimes you can have 2 metrics that lead to the same conclusion but asked in different ways e.g. nps and preference – only have one KPI per objective/decision
Ideally, aim to have a maximum of 10 key metrics. Remember, they can be crossed by each other and demographics, so the analysis possibilities soon expand!
Learning - Sometimes you need to go through this process a few times to get where you need to be. It is rarely a one off one step process of improvement.
One way we did this was to divide questionnaire into key elements. This way you can filter those people you want to talk to and then look at the real insights through the KPIs for relevant segments
When it comes to analysis you can easily navigate around the questions
When you are going to make decisions like the ones we just looked at, you are going to have to know how to deal with change – to methodology, questions, metrics, presentation formats etc.
Its being armed with the confidence to manage that change which will help you get through it
When a kid starts a new school, its not the new school in itself that they are scared of, it’s not being prepared for the new things that they will have to deal with; fear of the unknown. And the only way to get around it is to prepare for it.
Even if the news is bad, people would rather hear about it sooner than later, and will welcome the problem much more openly if it comes joint with a solution. For example, “we need to cut these metrics, however, there are these other sources that can help us answer our questions, and in fact, the scores haven’t changed significantly over the last three years and haven’t been used in decision making, so they won’t be missed. Look at all the new metrics we can deliver…”
And indeed it was how we managed that change which we believe is a contributor to the success of the relationship and the acceptance of the results that have been delivered.
However, it’s not always about heeding to everyone’s advice or opinion about what should be done.
Be brave; not all decisions should be made by committee. Sometimes, to get things done, you need to decide first then convince later, otherwise quick decisions are never made and opportunities are lost. Sometimes, being brave and adding questions that you don’t see the need know, but know it will be of use in the future, is essential to enable you to have timely insight. Here you need to have foresight
In LATAM’s case, the decisions of which statements to cut in the image statement question was made centrally, and the other stakeholders informed. We ran analysis to have evidence to back up our decisions.
In the end, nobody complained about the metrics that were removed as it didn’t impact their decision making and they were so focused on the new insight delivered.
Lastly, with all this in mind: be ready to compromise! Choose your battles wisely, as for the sake of relationships with stakeholders, you will have to have ‘give and take’ and you will need them on-board so you can do your job. Both sides need to feel victorious.
Be clear and confident and identify the essential vs. negotiable, that way they will feel that they have had some input at least, and helped to shaped the outcome.
Our ultimate measure of success was landing insight into the business.
This can make the difference between understanding and confusion and ultimately if your insight gets used or not.
However good the insight is, its as only as good as the audience understands it to be
After cleaning the runway and managing change, you need to plan how you will deliver and analyse data (dashboards, presentations etc.), it’s essential to have a clear idea on each of the stakeholders needs are – especially the execs - including type of decisions and timing)
Automation enables us to focus on adding value with strategic work rather than charting data. It had the double effect of giving people the opportunity to be curious with the data and explore hypothesis. This made them feel empowered and gave them reassurance and confidence, as they felt they had the data at their fingertips to do whatever they needed with it. We weren’t just working to a set, templated, 100 slide quarterly report and spending our time completing that. it meant we were fleet of foot when responding to urgent business questions and could turn around in days as we had the right data there and we weren’t bogged down in monthly reporting
Flexibility - We had to adjust the way we were able to report to different audiences at different levels. We needed the data in our dashboard month on month for quick access and to look at trends and benchmarks, but we needed to also be able to roll up data and create in-depth strategic reports.
Everything we presented needed to have a purpose. The questions and metrics are just a method to collect data, they aren’t the outcome themselves; the outcome should be the business decision – and all should be geared towards that.
It’s often easy to fall into the trap to present metrics for the sake of showing scores (as “that’s what is always shown” or because “we have asked it so might as well show it”) without questioning what action can be taken from it.
Or indeed, it’s tempting to make analysis big and complex to try and wow the audience. However, this all means long and uninsightful presentations that fail to engage senior management and illicit action.
During our journey, with so many metrics, we realised that our reporting was also over complex, so, upon simplifying the survey vehicle we realised we needed to simplify our outputs.
Here are the key questions to ask yourself when you are extracting and polishing those nuggets of insight.
o This should respond to clearly articulated business questions. If you don’t have these, then go back to the executives and pressure them to
give you their burning issues. No more than three big questions ideally;
o is this how they think and talk? It should seem as if was written by the person making the decision, not a researcher;
o Sometimes, you need to swallow your pride and be ruthless! Even if you painstakingly and lovingly made a chart - if it’s not serving a purpose, take it out or put it in the appendix.
o Is it telling a story in a logical way? Have I bundled my insight together into key points and does it flow?
From this point onwards, you are no longer a researcher – from now on you are part of the team.
With the new format of insight, delivered in a flexible and timely way, we had an edge over previous data, and it gained us attention. The key here also was humanising the insights. It was truly customer centric, which broadened its appeal way beyond the Marketing Intelligence function.
Furthermore, this meant it was a more accurate read of the market, and so built confidence and engagement with the insights that we had never seen before. Ultimately, what we delivered was tangible and actionable and could be converted into real decisions.
One of the main ways that this insight was used was to feed directly into our Strategy & Communication Planning for 2018. All the adjustments made to simplify our research process – both data collection and analysis – enabled us to have a clearer view of the information with the level of detail and depth we needed to consolidate only three powerful
insights that suddenly were incorporated in almost all board meetings as a solid foundation for decision making. This meant that the presence of the Marketing Intelligence function was truly felt, building its reputation of real consultants for business decisions.
Another important win from our new insight format, was to be able to see how biased the preference metric could be if asked in an overall way. By simply asking consumers for their preferred brand considering their natural mental process – considering a specific travel occasion – we realised that the market was much more competitive than we have ever thought.
Last but definitely not least, all this improvement in the way we make customer centric decisions was only possible because we have the right partner – MESH – along the way.
And I am not only talking about having the adequate techniques and knowledge that are absolutely necessary for putting all this in place, but specially about having the essential level of energy and willingness to adapt and evolve together with us.
So the final learning here is that having the right people working together – from both sides – with the same level of engagement and focus on customers’ satisfaction is the main ingredient for success.