Moneyball Digital: Your 2018 To-Do List
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Chris Barger, Brain+Trust Parterns
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Moneyball Digital: Your 2018 To-Do List
- 1. Moneyball Digital: Your 2018 To-Do List Christopher Barger Founding Partner, Brain+Trust Partners Social Fresh 2017 Orlando December 8, 2017 @cbarger @YourBrainTrust
- 2. Major League Baseball, 1999 @cbarger @YourBrainTrust
- 3. Major League Baseball, 2002
- 5. Our Industry Digs The Long Ball @cbarger @YourBrainTrust
- 7. To-Do #1: Know Your Customer @cbarger @YourBrainTrust
- 8. Social Media Email SMS/MMS Apps Marketing Automation Transaction/POS Supply Chain/Logistics Chat Sources Of Customer Insight @cbarger @YourBrainTrust
- 9. Hello [ FIRSTNAME ]
- 10. Social Media Email SMS/MMS Apps Marketing Automation Transaction/PO S Supply Chain/Logistics Chat Sources Of Customer Insight @cbarger @YourBrainTrust
- 11. To-Do #2: Systems Integration @cbarger @YourBrainTrust
- 12. Social Media Email SMS/MMS Apps Marketing Automation Transaction/PO S Supply Chain/Logistics Chat Sources Of Customer Insight @cbarger @YourBrainTrust
- 15. CRM/ CDP Social Media Email SMS/MMS Apps Marketing Automation Transaction/POS3rd Party/Meta Insights Supply Chain/Logistics Chat DAM Creating A “Golden Customer Record” @cbarger @YourBrainTrust
- 16. CRM/ CDP Social Media Email SMS/MMS Apps Marketing Automation Transaction/PO S 3rd Party/Meta Insights Supply Chain/Logistics Chat DAM Lower Marketing Spend & More Customer Happiness @cbarger @YourBrainTrust
- 20. Internal Fake New Drivers @cbarger @YourBrainTrust
- 21. Image: PharmOut @cbarger @YourBrainTrust To-Do #3: Find true north for ensuring equal access to data and insights
- 27. “A machine is good at knowledge, but humans are good at wisdom.” -- Jack Ma @cbarger @YourBrainTrust
- 29. To-Do #4: Hone Your Humanity(ies) @cbarger @YourBrainTrust
- 30. What you can do that AI cannot: creativity @cbarger @YourBrainTrust
- 31. What you can do that AI cannot: empathy @cbarger @YourBrainTrust
- 32. You can do better bridging of this gap @cbarger @YourBrainTrust
- 33. @cbarger @YourBrainTrust To-Do #5: Better Storytelling
- 35. It’s Not Just About Structure! @cbarger @YourBrainTrust
- 37. Data Patterns Logic Company Interest Insight Emotion Empathy Audience Interest Why You Do Storytelling Better @cbarger @YourBrainTrust
- 38. Who we want to think we are @cbarger @YourBrainTrust
- 39. Who customers want us to be @cbarger @YourBrainTrust
- 40. Storytelling Can Change More Than Your Content
- 41. Storytelling Changes Your Mindset • Good storytelling requires thinking about your customers’ needs, interests, and emotions first. • A focus on drawing emotional connections can/should be infectious. • Sharing examples and successes with rest of the org can lead to new thinking in: • Customer experience/service • Web design • Product/service development • The whole organization, in looking for stories, begins to think of customer interests and emotions first. @cbarger @YourBrainTrust
- 47. What’s Your “OBP?” 1. Know your customers. Deeply. 2. Make systems integration your business. 3. Do your part to ensure equal access to data and insights. 4. Hone your humanity(ies). 5. Adopt and advance a genuinely customer-centric storytelling mindset — not just in content, but across the business. 6. Heighten your emotional intelligence and awareness.
- 49. THANK YOU
Editor's Notes
- Use of data and analytics to reinforce the fundamentals – players who didn’t have gaudy stats but could do the little things well and whose contributions underpinned winning. On base percentage – OBP – more important than flashy stats like stolen bases, RBI, or home runs. No one said home runs were pointless or unimportant; they just shouldn’t be the foundation upon which your team is built. Get the fundamentals right (supported by data and analytics), the argument goes, and the home runs matter more. Focus on the flash without the fundamentals, and you lose in the end.
- Giancarlo Stanton won the 2017 NL MVP award for hitting 59 home runs for the Miami Marlins… but the Marlins as a team had a losing record. There was no team success despite the flashy home run stats and the excitement the homers generate. Meanwhile, the 2017 Houston Astros won the World Series with only one player who hit more than 25 home runs. The 2015 Kansas City Royals had no player who hit more than 22 and only three players who hit more than 18 home runs. Both teams excelled at the fundamentals – defense, base running, pitching, situational hitting – as supported by data and analytics. It’s not as sexy as a moon shot home run, but the fundamentals lead to team victory.
- Utilizing all the tools and touch points at your disposal to truly get to know your customer — beyond a handful of broad personas or amalgamations, and down to a very personalized level. Using what you learn to drive true customer-centricity in your outbound communications, regardless of medium. Develop your emotional intelligence (understanding your customer’s mindset more than communicating with facts); instilling empathy into your strategy from the beginning. Strong creativity and skill in truly audience-oriented storytelling (These are all things AI can’t and will never do) Ensuring data integrity and equal access to both information and insight
- We have more sources of input and more ways to truly understand our customers — their preferences, their intent, their behavior, the emotions that drive their behavior — than ever before. BUT…
- Yet, we are still sending the same email to every customer with “hello fan”, or “hello customer”
- When you are able to smartly and seamlessly integrate insights from all these sources and connect the inputs you have, you can get a far more complete picture of actual customer preferences and behaviors, rather than a guesstimate based on broad personas. We’ll talk in a moment about connecting all these disparate sources, because that’s obviously critical. But for the moment, while we’re focused on people, let’s talk about what you can do with a clearer, more complete, more personalized picture of what your customers and audiences really want.
- We have more sources of input and more ways to truly understand our customers — their preferences, their intent, their behavior, the emotions that drive their behavior — than ever before. BUT…
- In far too many companies, systems are Frankensteined together — point solution upon point solution, additions to the stack based on emerging platform or hot need — none of which talk to each other.
- The result is incomplete understanding – lots of data points, but no story.
- what the ideal “stack” arrangement looks like, showing all systems/platforms integrated, building the “golden customer record” to deliver a contextually relevant and personalized experience at every touch point
- lower marketing spend and reaching/targeting more-likely customers (higher sales) with aligned data and insights being available on current customers. Worth repeating, “competing in the on-demand future, where customers expect access and personal/contextually-relevant exchanges at every touch point, on every screen. “Why Cool: Treasure Data provides a cloud-based end-to-end big data solution that includes data acquisition, storage and analysis capability delivered as a managed service…One of Treasure Data's unique characteristics is the data collection solution.” “Who should care: The organization that does not have enough resources and skills to manage huge amounts of data should consider this vendor's offering.”
- Sometimes, especially in business, post-factualism is more subtle -- and therein lies a bigger dilemma for businesses, with poor collaboration in companies, CEO agendas or expectations sometimes influencing the way data is presented, and even simply bad data. Whatever the source of inaccurate information or bad interpretations of data, the ramifications can have long-term impact on a company or organization’s planning, reputation, future, and even survival.
- Whole organization collaborates in advance to agree upon valid key metrics and the best tools to measure them; All parts of the business have familiarity with and have briefed all vendors involved -- both to set expectations and to manage equal access to data collected by those vendors to ensure unbiased interpretation; everyone has access to the same raw data and insights as everyone else; no single function or department has exclusive access to the data before it is interpreted. All parties agree to share interpretations and analysis prior to final reporting; everyone collaborates on any/all reports to leadership, presenting a united front and avoiding (in theory) the presentation of a “reality” the data does not support.
- This is like footwork for hitters in baseball; everything else, from hands to hips to bat speed and shorter swings, follows from getting your feet right — and if your footwork isn’t solid, you can’t ever really get the rest of your swing right. But once you have the right footwork, getting your hands over becomes easier, your bat speed improves…. It’s all about mastering the fundamentals in the right order.
- Once you have the basics of customer insight down, the sky is the limit — the possibilities for your program are greater because you aced the foundation. And from there, the rest of the fundamentals are much easier to master. Because this plays right into your hands as a human being; it sets you up for success in the rest of the fundamentals.
- Machines will do the repetitive work, the deep analytical work. But while machines can do wonders with data, they will never be able to duplicate human empathy, human experience, human insight. Machines are smarter than we are, or they will be soon enough. But they will never be as wise. So use that to your own advantage and the advantage of your audiences.
- Robots can’t innovate or think up new ideas. They can’t think out of the box, never mind engage in such human skills like building relationships… they can’t ever find emotion and they can never feel empathy. They’re also incapable of departing from linear “logic” when necessary. Machines will not master cognitive nonrepetitive (not predictable)
- Machines will give you data and opportunities for insight like we’ve never had before; they can mine all those touchpoints for patterns and unseen looks into your customers’ preferences and behaviors. But machines can only replicate the mechanical aspects of communications and marketing and digital. This is the revenge of the liberal arts major, the rise of the A in STEAM.
- If a computer and a human are both asked to select the best image for a marketing campaign, the human would consider emotional implications, context and how the image would resonate with a given target audience. The computer would make its selection based on patterns derived from online data without reacting to the contextual and emotional elements of the image. In creative industries like marketing, advertising, or digital that rely heavily on emotional appeals, this type of human judgment cannot be replaced.
- Machines can replicate basic structure. But telling
- Good storytelling isn’t about structure, it’s about emotion. You have to give the audience an emotional attachment or investment in the story. Machines may be intelligent enough to mimic a structure and construct a story according to a Freytag pyramid, but no machine will ever have the experience and humanity to feel empathy, which is a necessary construct of story. And that has business ramifications. Because the left brain — the logical side that we most often associate with rational behavior — is incapable of making a decision. It is very good at analyzing information and processing input, but our rational sides don’t make decisions. It is our right brain — the emotional side of our brain — that makes decisions based on facts. I’ll say it again: emotions are the drivers of final decisions, based on facts and analysis. So when you craft a story that invokes emotion, you are driving buying decisions.
- We are the sidekicks, dutifully helping the hero (our customer or target) navigate the challenges of their storyline and achieve their desired result. Your brand is a supporting player in the story you’re trying to tell. Lose sight of this, and you lose your audience’s interest.
- When comms and marketing are driving customer—first emotional connections, this
- A machine cannot feel. A machine might someday be able to mimic sympathy, but it will never be able to have genuine empathy. But people
- Look at United Airlines’ recent headache to see how facts delivered coldly or without emotional intelligence can actually inflame a situation.