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© 2010 WEBTRENDS INC. ALL RIGHTS RESERVED. arkozmuellner | #webtrends #eMSF Iterative Marketing Innovative and Effective Approaches to Drive Measurable ROI and User Relevancy Marko Z Muellner | Director of Marketing Programs
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© 2010 WEBTRENDS INC. ALL RIGHTS RESERVED. @markozmuellner | #webtrends #eMSF Iterative Marketing Innovative and Effective Approaches to Drive Measurable.

Dec 27, 2015

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Page 1: © 2010 WEBTRENDS INC. ALL RIGHTS RESERVED. @markozmuellner | #webtrends #eMSF Iterative Marketing Innovative and Effective Approaches to Drive Measurable.

© 2010 WEBTRENDS INC. ALL RIGHTS RESERVED.@markozmuellner | #webtrends #eMSF

Iterative MarketingInnovative and Effective Approaches to

Drive Measurable ROI and User Relevancy

Marko Z Muellner | Director of Marketing Programs

Page 2: © 2010 WEBTRENDS INC. ALL RIGHTS RESERVED. @markozmuellner | #webtrends #eMSF Iterative Marketing Innovative and Effective Approaches to Drive Measurable.

© 2010 WEBTRENDS INC. ALL RIGHTS RESERVED.@markozmuellner | #webtrends #eMSF

please TWEET

@markozmuellner#webtrends#eMSF

Page 3: © 2010 WEBTRENDS INC. ALL RIGHTS RESERVED. @markozmuellner | #webtrends #eMSF Iterative Marketing Innovative and Effective Approaches to Drive Measurable.

© 2010 WEBTRENDS INC. ALL RIGHTS RESERVED.@markozmuellner | #webtrends #eMSF

a bit ABOUT ME

Page 4: © 2010 WEBTRENDS INC. ALL RIGHTS RESERVED. @markozmuellner | #webtrends #eMSF Iterative Marketing Innovative and Effective Approaches to Drive Measurable.

© 2010 WEBTRENDS INC. ALL RIGHTS RESERVED.@markozmuellner | #webtrends #eMSF

a bit ABOUT YOU

Page 5: © 2010 WEBTRENDS INC. ALL RIGHTS RESERVED. @markozmuellner | #webtrends #eMSF Iterative Marketing Innovative and Effective Approaches to Drive Measurable.

© 2010 WEBTRENDS INC. ALL RIGHTS RESERVED.@markozmuellner | #webtrends #eMSF

The traditional marketing approachDOESN’T WORK for digital marketers

Page 6: © 2010 WEBTRENDS INC. ALL RIGHTS RESERVED. @markozmuellner | #webtrends #eMSF Iterative Marketing Innovative and Effective Approaches to Drive Measurable.

© 2010 WEBTRENDS INC. ALL RIGHTS RESERVED.@markozmuellner | #webtrends #eMSF

TRADITIONAL MARKETING

Page 7: © 2010 WEBTRENDS INC. ALL RIGHTS RESERVED. @markozmuellner | #webtrends #eMSF Iterative Marketing Innovative and Effective Approaches to Drive Measurable.

© 2010 WEBTRENDS INC. ALL RIGHTS RESERVED.@markozmuellner | #webtrends #eMSF

Traditional marketing is a METHODOLOGYbased on AVAILABLE TECHNOLOGY

TRADITIONAL MARKETING

Page 8: © 2010 WEBTRENDS INC. ALL RIGHTS RESERVED. @markozmuellner | #webtrends #eMSF Iterative Marketing Innovative and Effective Approaches to Drive Measurable.

© 2010 WEBTRENDS INC. ALL RIGHTS RESERVED.@markozmuellner | #webtrends #eMSF

The technology is BROADCAST thereforethe methodology is about the MESSAGE

TRADITIONAL MARKETING

Page 9: © 2010 WEBTRENDS INC. ALL RIGHTS RESERVED. @markozmuellner | #webtrends #eMSF Iterative Marketing Innovative and Effective Approaches to Drive Measurable.

© 2010 WEBTRENDS INC. ALL RIGHTS RESERVED.@markozmuellner | #webtrends #eMSF

The medium is STATIC

TRADITIONAL MARKETING

Page 10: © 2010 WEBTRENDS INC. ALL RIGHTS RESERVED. @markozmuellner | #webtrends #eMSF Iterative Marketing Innovative and Effective Approaches to Drive Measurable.

© 2010 WEBTRENDS INC. ALL RIGHTS RESERVED.@markozmuellner | #webtrends #eMSF

With the right PLACEMENTyou can reach the right AUDIENCE

TRADITIONAL MARKETING

Page 11: © 2010 WEBTRENDS INC. ALL RIGHTS RESERVED. @markozmuellner | #webtrends #eMSF Iterative Marketing Innovative and Effective Approaches to Drive Measurable.

© 2010 WEBTRENDS INC. ALL RIGHTS RESERVED.@markozmuellner | #webtrends #eMSF

Access to the medium is typicallyEXPENSIVE, COMPLEX and CONTROLLED

TRADITIONAL MARKETING

Page 12: © 2010 WEBTRENDS INC. ALL RIGHTS RESERVED. @markozmuellner | #webtrends #eMSF Iterative Marketing Innovative and Effective Approaches to Drive Measurable.

© 2010 WEBTRENDS INC. ALL RIGHTS RESERVED.@markozmuellner | #webtrends #eMSF

Creating the message is typically EXPENSIVE

TRADITIONAL MARKETING

Page 13: © 2010 WEBTRENDS INC. ALL RIGHTS RESERVED. @markozmuellner | #webtrends #eMSF Iterative Marketing Innovative and Effective Approaches to Drive Measurable.

© 2010 WEBTRENDS INC. ALL RIGHTS RESERVED.@markozmuellner | #webtrends #eMSF

Getting feedback is CUMBERSOME

TRADITIONAL MARKETING

Page 14: © 2010 WEBTRENDS INC. ALL RIGHTS RESERVED. @markozmuellner | #webtrends #eMSF Iterative Marketing Innovative and Effective Approaches to Drive Measurable.

© 2010 WEBTRENDS INC. ALL RIGHTS RESERVED.@markozmuellner | #webtrends #eMSF

Making CHANGES post launch isEXPENSIVE and TIME CONSUMING

TRADITIONAL MARKETING

Page 15: © 2010 WEBTRENDS INC. ALL RIGHTS RESERVED. @markozmuellner | #webtrends #eMSF Iterative Marketing Innovative and Effective Approaches to Drive Measurable.

© 2010 WEBTRENDS INC. ALL RIGHTS RESERVED.@markozmuellner | #webtrends #eMSF

Competition is betweenBRANDS and other AGENCIES

TRADITIONAL MARKETING

Page 16: © 2010 WEBTRENDS INC. ALL RIGHTS RESERVED. @markozmuellner | #webtrends #eMSF Iterative Marketing Innovative and Effective Approaches to Drive Measurable.

© 2010 WEBTRENDS INC. ALL RIGHTS RESERVED.@markozmuellner | #webtrends #eMSF

This forces us into BIG IDEA MARKETING and the standardized CAMPAIGN approach

TRADITIONAL MARKETING

Page 17: © 2010 WEBTRENDS INC. ALL RIGHTS RESERVED. @markozmuellner | #webtrends #eMSF Iterative Marketing Innovative and Effective Approaches to Drive Measurable.

© 2010 WEBTRENDS INC. ALL RIGHTS RESERVED.@markozmuellner | #webtrends #eMSF

brief concept production + flighting evalcampaign

TRADITIONAL MARKETING

Page 18: © 2010 WEBTRENDS INC. ALL RIGHTS RESERVED. @markozmuellner | #webtrends #eMSF Iterative Marketing Innovative and Effective Approaches to Drive Measurable.

© 2010 WEBTRENDS INC. ALL RIGHTS RESERVED.@markozmuellner | #webtrends #eMSF

summer NFL

launch launch launch launch

TRADITIONAL MARKETING

Page 19: © 2010 WEBTRENDS INC. ALL RIGHTS RESERVED. @markozmuellner | #webtrends #eMSF Iterative Marketing Innovative and Effective Approaches to Drive Measurable.

© 2010 WEBTRENDS INC. ALL RIGHTS RESERVED.@markozmuellner | #webtrends #eMSF

DIGITAL MARKETING

Page 20: © 2010 WEBTRENDS INC. ALL RIGHTS RESERVED. @markozmuellner | #webtrends #eMSF Iterative Marketing Innovative and Effective Approaches to Drive Measurable.

© 2010 WEBTRENDS INC. ALL RIGHTS RESERVED.@markozmuellner | #webtrends #eMSF

Digital marketing is a TECHNOLOGYand the CULTURE it created

DIGITAL MARKETING

Page 21: © 2010 WEBTRENDS INC. ALL RIGHTS RESERVED. @markozmuellner | #webtrends #eMSF Iterative Marketing Innovative and Effective Approaches to Drive Measurable.

© 2010 WEBTRENDS INC. ALL RIGHTS RESERVED.@markozmuellner | #webtrends #eMSF

The medium is EXPERIENCE focused

DIGITAL MARKETING

Page 22: © 2010 WEBTRENDS INC. ALL RIGHTS RESERVED. @markozmuellner | #webtrends #eMSF Iterative Marketing Innovative and Effective Approaches to Drive Measurable.

© 2010 WEBTRENDS INC. ALL RIGHTS RESERVED.@markozmuellner | #webtrends #eMSF

VALUE is the critical factor

DIGITAL MARKETING

Page 23: © 2010 WEBTRENDS INC. ALL RIGHTS RESERVED. @markozmuellner | #webtrends #eMSF Iterative Marketing Innovative and Effective Approaches to Drive Measurable.

© 2010 WEBTRENDS INC. ALL RIGHTS RESERVED.@markozmuellner | #webtrends #eMSF

Access is EASY and LOW COST

DIGITAL MARKETING

Page 24: © 2010 WEBTRENDS INC. ALL RIGHTS RESERVED. @markozmuellner | #webtrends #eMSF Iterative Marketing Innovative and Effective Approaches to Drive Measurable.

© 2010 WEBTRENDS INC. ALL RIGHTS RESERVED.@markozmuellner | #webtrends #eMSF

Competition is EVERYWHERE and is NOT LIMITED to brands

DIGITAL MARKETING

Page 25: © 2010 WEBTRENDS INC. ALL RIGHTS RESERVED. @markozmuellner | #webtrends #eMSF Iterative Marketing Innovative and Effective Approaches to Drive Measurable.

© 2010 WEBTRENDS INC. ALL RIGHTS RESERVED.@markozmuellner | #webtrends #eMSF

In CONSTANT FLUX , technologically and culturally

DIGITAL MARKETING

Page 26: © 2010 WEBTRENDS INC. ALL RIGHTS RESERVED. @markozmuellner | #webtrends #eMSF Iterative Marketing Innovative and Effective Approaches to Drive Measurable.

© 2010 WEBTRENDS INC. ALL RIGHTS RESERVED.@markozmuellner | #webtrends #eMSF

FEEDBACK is readily available but uncovering ACTIONABLE INSIGHT can be hard

DIGITAL MARKETING

Page 27: © 2010 WEBTRENDS INC. ALL RIGHTS RESERVED. @markozmuellner | #webtrends #eMSF Iterative Marketing Innovative and Effective Approaches to Drive Measurable.

© 2010 WEBTRENDS INC. ALL RIGHTS RESERVED.@markozmuellner | #webtrends #eMSF

MESSAGE v. EXPERIENCEEXPENSIVE v. CHEAPCONTROLLED v. ACCESSIBLECHANNEL v. SPLINTERNET STATIC v. INTERACTIVEHARD TO GET DATA v. FLOOD OF DATA

THE CHALLENGEecosystem

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© 2010 WEBTRENDS INC. ALL RIGHTS RESERVED.@markozmuellner | #webtrends #eMSF

CAMPAIGNS v. EVERGREENMESSAGES v. EXPERIENCES + VALUESAYING v. BEINGCHANNEL FOCUS v. CROSS-CHANNEL

THE CHALLENGEapproach

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© 2010 WEBTRENDS INC. ALL RIGHTS RESERVED.@markozmuellner | #webtrends #eMSF

THE CHALLENGE

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© 2010 WEBTRENDS INC. ALL RIGHTS RESERVED.@markozmuellner | #webtrends #eMSF

THE CHALLENGE

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© 2010 WEBTRENDS INC. ALL RIGHTS RESERVED.@markozmuellner | #webtrends #eMSF

THE CHALLENGE

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© 2010 WEBTRENDS INC. ALL RIGHTS RESERVED.@markozmuellner | #webtrends #eMSF

THE CHALLENGE

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© 2010 WEBTRENDS INC. ALL RIGHTS RESERVED.@markozmuellner | #webtrends #eMSF

THE CHALLENGE

Page 34: © 2010 WEBTRENDS INC. ALL RIGHTS RESERVED. @markozmuellner | #webtrends #eMSF Iterative Marketing Innovative and Effective Approaches to Drive Measurable.

© 2010 WEBTRENDS INC. ALL RIGHTS RESERVED.@markozmuellner | #webtrends #eMSF

To be SUCCESSFUL we need a NEW MANTRA

Page 35: © 2010 WEBTRENDS INC. ALL RIGHTS RESERVED. @markozmuellner | #webtrends #eMSF Iterative Marketing Innovative and Effective Approaches to Drive Measurable.

© 2010 WEBTRENDS INC. ALL RIGHTS RESERVED.@markozmuellner | #webtrends #eMSF

ITERATIVE MARKETING

Succeed Faster

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© 2010 WEBTRENDS INC. ALL RIGHTS RESERVED.@markozmuellner | #webtrends #eMSF

ITERATIVE MARKETING

BIG IDEA

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© 2010 WEBTRENDS INC. ALL RIGHTS RESERVED.@markozmuellner | #webtrends #eMSF

ITERATIVE MARKETING

RIGHT IDEA

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© 2010 WEBTRENDS INC. ALL RIGHTS RESERVED.@markozmuellner | #webtrends #eMSF

ITERATIVE MARKETING

Brandon Schaueradaptivepath.com

Page 39: © 2010 WEBTRENDS INC. ALL RIGHTS RESERVED. @markozmuellner | #webtrends #eMSF Iterative Marketing Innovative and Effective Approaches to Drive Measurable.

© 2010 WEBTRENDS INC. ALL RIGHTS RESERVED.@markozmuellner | #webtrends #eMSF

ITERATIVE MARKETING

THE BRIEF-----------------------------------------

GOAL: The best wedding cake. Ever.We’re having a weddingPeople love cakeWe want to impress our guests

Page 40: © 2010 WEBTRENDS INC. ALL RIGHTS RESERVED. @markozmuellner | #webtrends #eMSF Iterative Marketing Innovative and Effective Approaches to Drive Measurable.

© 2010 WEBTRENDS INC. ALL RIGHTS RESERVED.@markozmuellner | #webtrends #eMSF

ITERATIVE MARKETING

We concept the BIG IDEA

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© 2010 WEBTRENDS INC. ALL RIGHTS RESERVED.@markozmuellner | #webtrends #eMSF

ITERATIVE MARKETING

THE PITCH-----------------------------------------

The Best Wedding Cake Ever.

People love yellow cake with white frostingMany tiers are impressiveNeeds to be fancy

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© 2010 WEBTRENDS INC. ALL RIGHTS RESERVED.@markozmuellner | #webtrends #eMSF

ITERATIVE MARKETING

Page 43: © 2010 WEBTRENDS INC. ALL RIGHTS RESERVED. @markozmuellner | #webtrends #eMSF Iterative Marketing Innovative and Effective Approaches to Drive Measurable.

© 2010 WEBTRENDS INC. ALL RIGHTS RESERVED.@markozmuellner | #webtrends #eMSF

ITERATIVE MARKETING

Page 44: © 2010 WEBTRENDS INC. ALL RIGHTS RESERVED. @markozmuellner | #webtrends #eMSF Iterative Marketing Innovative and Effective Approaches to Drive Measurable.

© 2010 WEBTRENDS INC. ALL RIGHTS RESERVED.@markozmuellner | #webtrends #eMSF

ITERATIVE MARKETING

Page 45: © 2010 WEBTRENDS INC. ALL RIGHTS RESERVED. @markozmuellner | #webtrends #eMSF Iterative Marketing Innovative and Effective Approaches to Drive Measurable.

© 2010 WEBTRENDS INC. ALL RIGHTS RESERVED.@markozmuellner | #webtrends #eMSF

ITERATIVE MARKETING

TRADITIONALLY we OPTIMIZE the middle

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© 2010 WEBTRENDS INC. ALL RIGHTS RESERVED.@markozmuellner | #webtrends #eMSF

ITERATIVE MARKETING

SUCCESS

EFFORTTIME

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© 2010 WEBTRENDS INC. ALL RIGHTS RESERVED.@markozmuellner | #webtrends #eMSF

ITERATIVE MARKETING

Page 48: © 2010 WEBTRENDS INC. ALL RIGHTS RESERVED. @markozmuellner | #webtrends #eMSF Iterative Marketing Innovative and Effective Approaches to Drive Measurable.

© 2010 WEBTRENDS INC. ALL RIGHTS RESERVED.@markozmuellner | #webtrends #eMSF

ITERATIVE MARKETING

SUCCESS

EFFORTTIME

Page 49: © 2010 WEBTRENDS INC. ALL RIGHTS RESERVED. @markozmuellner | #webtrends #eMSF Iterative Marketing Innovative and Effective Approaches to Drive Measurable.

© 2010 WEBTRENDS INC. ALL RIGHTS RESERVED.@markozmuellner | #webtrends #eMSF

ITERATIVE MARKETING

launching

analyzing + adjusting

Page 50: © 2010 WEBTRENDS INC. ALL RIGHTS RESERVED. @markozmuellner | #webtrends #eMSF Iterative Marketing Innovative and Effective Approaches to Drive Measurable.

© 2010 WEBTRENDS INC. ALL RIGHTS RESERVED.@markozmuellner | #webtrends #eMSF

brief concept production + flighting eval

ITERATIVE PROCESS

Page 51: © 2010 WEBTRENDS INC. ALL RIGHTS RESERVED. @markozmuellner | #webtrends #eMSF Iterative Marketing Innovative and Effective Approaches to Drive Measurable.

© 2010 WEBTRENDS INC. ALL RIGHTS RESERVED.@markozmuellner | #webtrends #eMSF

roadmap

analysisadjustment

problem definition

production

{{

ITERATIVE PROCESS

discoverystrategy

Page 52: © 2010 WEBTRENDS INC. ALL RIGHTS RESERVED. @markozmuellner | #webtrends #eMSF Iterative Marketing Innovative and Effective Approaches to Drive Measurable.

© 2010 WEBTRENDS INC. ALL RIGHTS RESERVED.@markozmuellner | #webtrends #eMSF

What are your overall BUSINESS GOALS?

ITERATIVE PROCESS

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© 2010 WEBTRENDS INC. ALL RIGHTS RESERVED.@markozmuellner | #webtrends #eMSF

What is your program trying to ACHIEVE?

ITERATIVE PROCESS

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© 2010 WEBTRENDS INC. ALL RIGHTS RESERVED.@markozmuellner | #webtrends #eMSF

What is your definition of SUCCESS?

ITERATIVE PROCESS

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© 2010 WEBTRENDS INC. ALL RIGHTS RESERVED.@markozmuellner | #webtrends #eMSF

There will probably be many steps betweenPROJECT GOALS and BUSINESS GOALS.

ITERATIVE PROCESS

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© 2010 WEBTRENDS INC. ALL RIGHTS RESERVED.@markozmuellner | #webtrends #eMSF

ITERATIVE PROCESS

Page 57: © 2010 WEBTRENDS INC. ALL RIGHTS RESERVED. @markozmuellner | #webtrends #eMSF Iterative Marketing Innovative and Effective Approaches to Drive Measurable.

© 2010 WEBTRENDS INC. ALL RIGHTS RESERVED.@markozmuellner | #webtrends #eMSF

roadmap

analysisadjustment

problem definition

production

{{

ITERATIVE PROCESS

discoverystrategy

Page 58: © 2010 WEBTRENDS INC. ALL RIGHTS RESERVED. @markozmuellner | #webtrends #eMSF Iterative Marketing Innovative and Effective Approaches to Drive Measurable.

© 2010 WEBTRENDS INC. ALL RIGHTS RESERVED.@markozmuellner | #webtrends #eMSF

CUSTOMER INSIGHTSCOMPETITIVE LANDSCAPEPAST LEARNINGBEST PRACTICESEXPERT GUIDANCE

ITERATIVE PROCESS

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© 2010 WEBTRENDS INC. ALL RIGHTS RESERVED.@markozmuellner | #webtrends #eMSF

roadmap

analysisadjustment

problem definition

production

{{

ITERATIVE PROCESS

discoverystrategy

Page 60: © 2010 WEBTRENDS INC. ALL RIGHTS RESERVED. @markozmuellner | #webtrends #eMSF Iterative Marketing Innovative and Effective Approaches to Drive Measurable.

© 2010 WEBTRENDS INC. ALL RIGHTS RESERVED.@markozmuellner | #webtrends #eMSF

STRATEGY = TACTICS

ITERATIVE PROCESS

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© 2010 WEBTRENDS INC. ALL RIGHTS RESERVED.@markozmuellner | #webtrends #eMSF

TACTICS = things you do

ITERATIVE PROCESS

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© 2010 WEBTRENDS INC. ALL RIGHTS RESERVED.@markozmuellner | #webtrends #eMSF

STRATEGY = approaches you implement

ITERATIVE PROCESS

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© 2010 WEBTRENDS INC. ALL RIGHTS RESERVED.@markozmuellner | #webtrends #eMSF

EXAMPLEGOAL: “Build the opportunity pipeline”STRATEGY “Become a trusted advisor”TACTIC “Plan a webinar”

ITERATIVE PROCESS

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© 2010 WEBTRENDS INC. ALL RIGHTS RESERVED.@markozmuellner | #webtrends #eMSF

roadmap

analysisadjustment

problem definition

production

{{

ITERATIVE PROCESS

discoverystrategy

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© 2010 WEBTRENDS INC. ALL RIGHTS RESERVED.@markozmuellner | #webtrends #eMSF

ROADMAP = tactics

ITERATIVE PROCESS

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© 2010 WEBTRENDS INC. ALL RIGHTS RESERVED.@markozmuellner | #webtrends #eMSF

ITERATIVE PROCESS

now

big idea

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© 2010 WEBTRENDS INC. ALL RIGHTS RESERVED.@markozmuellner | #webtrends #eMSF

ITERITIVE MARKETING

THE BRIEF-----------------------------------------

GOAL: The best wedding cake. Ever.We’re having a weddingPeople love cakeWe want to impress our guests

Page 68: © 2010 WEBTRENDS INC. ALL RIGHTS RESERVED. @markozmuellner | #webtrends #eMSF Iterative Marketing Innovative and Effective Approaches to Drive Measurable.

© 2010 WEBTRENDS INC. ALL RIGHTS RESERVED.@markozmuellner | #webtrends #eMSF

ITERITIVE MARKETING

ITERATION 1-----------------------------------------

Cake? Frosting?HYPOTHESESPeople love yellow cakePeople love white frostingSprinkles are fancy

GOALDetermine which combination is mostappealing to the most consumers

TACTICPresent cupcake options to 20 target consumers.Complete questionnaires.

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© 2010 WEBTRENDS INC. ALL RIGHTS RESERVED.@markozmuellner | #webtrends #eMSF

ITERITIVE MARKETING

ITERATION 2-----------------------------------------

Tiers? Lots of cupcakes?

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© 2010 WEBTRENDS INC. ALL RIGHTS RESERVED.@markozmuellner | #webtrends #eMSF

ITERITIVE MARKETING

ITERATION 3-----------------------------------------

The Best Wedding Cake Ever

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© 2010 WEBTRENDS INC. ALL RIGHTS RESERVED.@markozmuellner | #webtrends #eMSF

ITERATIVE PROCESS

now

big idea

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© 2010 WEBTRENDS INC. ALL RIGHTS RESERVED.@markozmuellner | #webtrends #eMSF

ITERATIVE PROCESS

now

big idea

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© 2010 WEBTRENDS INC. ALL RIGHTS RESERVED.@markozmuellner | #webtrends #eMSF

roadmap

analysisadjustment

problem definition

production

{{

ITERATIVE PROCESS

discoverystrategy

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© 2010 WEBTRENDS INC. ALL RIGHTS RESERVED.@markozmuellner | #webtrends #eMSF

Make the thing

ITERATIVE PROCESS

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© 2010 WEBTRENDS INC. ALL RIGHTS RESERVED.@markozmuellner | #webtrends #eMSF

roadmap

analysis

problem definition

production

{{

ITERATIVE PROCESS

discoverystrategy

adjustment

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© 2010 WEBTRENDS INC. ALL RIGHTS RESERVED.@markozmuellner | #webtrends #eMSF

Progress towards GOALSValidation of HYPOTHESES

ITERATIVE PROCESS

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ITERATIVE PROCESS

love?

vanvan

chocchoc

satinchoc

pie

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roadmap

analysis

problem definition

production

{{

ITERATIVE PROCESS

discoverystrategy

adjustment

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ITERATIVE PROCESS

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Develop the right INFRASTRUCTURECONSUMER INSIGHT DRIVENITERATIVE MARKETING PRACTICECULTURE OF MEASUREMENT

GETTING STARTED

“If you want a great idea you have to start with a fundamentally great insight that competitors don’t have”

“Everybody has 80% of the consumer insights, so it’s that other 20% that creates that competitive advantage”

Pat EdsonVP Marketing InnovationMillerCoors

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Gather the RIGHT TEAMSTRATEGISTSDESIGNERSDEVELOPERSANALYSTSCLIENTBUSINESS

GETTING STARTED

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It’s a choice you need to make EARLY

GETTING STARTED

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You CAN do this

GETTING STARTED

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You SHOULD do this

GETTING STARTED

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COLLABORATION

Marko Z MuellnerDirector of Marketing Programs [email protected]@webtrends.comblogs.webtrends.com

Justin SpohnCo-Founder [email protected]

THANKS!