Analytics - Brand Marketing Leadership Playbook

BR A N D M A R K E T I NG

L E A DE R SH I P PL AY B O OK

ANALYTICS

N I C K C I F U E N T E S B R A N D A N A LY T I C S L E A D E R S H I P P L AY B O O K 5 - 1 8 - 1 4

Organizations will be tempted to overcomplicate their analytics efforts, as discouraging as data is to most marketers, it’s important to avoid trying to do too much. !

To create an action driven environment, it’s important to focus your playbook on what your main goals are. Start with a vision / mission statement, something you can always remind your organization why you come into the office everyday.

KEEP IT SIMPLE - CREATE A VISIONIdentifying success pillars for your team to stand on each day will help lay the foundation you need to achieve success: 1. Business Challenges 2. Data Foundation 3. Analytics Implementation 4. Insights 5. Execution & Measurement 6. Distributed Knowledge 7. Innovation

IDENTIFY SUCCESS PILLARS

EXECUTIVE SUMMARY

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FOR A LONG TIME, COMPANIES HAVE ALWAYS USED GUT-FEEL, RATHER

THAN DATA, TO DRIVE MANY BUSINESS DECISIONS.

“GUT INSTINCT”

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AND IN A WORLD WHERE EVERY MINUTE OF EVERY DAY, USERS ARE

LEAVING DATA TRAILS EVERYWHERE THEY GO, WHETHER IT BE DATA FROM WEB BEHAVIOR, MOBILE PHONE, IN-

STORE SHOPPING ACTIVITY, GPS TRACKING, PHYSICAL FITNESS DATA, SOCIAL MEDIA, THE LIST GOES ON &

ON - A CHANGE IS NEEDED.

DATA IS EVOLVING

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MOST COMPANY ISSUES TODAY IS NOT THE LACK OF DATA, BUT

RATHER HOW THEY PRIORITIZE, ACCESS, AND UTILIZE THE DELUGE OF DATA IN REAL-TIME SO THAT IT

HAS ITS GREATEST IMPACT.

YOU NEED TO PRIORITIZE

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TO COMPETE WITH THE BEST, YOU NEED TO ACT LIKE THE BEST. AND

NEED TO ENSURE YOU ARE EFFICIENT & EFFECTIVE AT SUPPORTING A GROWING

ECOSYSTEM.

IT’S TIME TO RESET & FOCUS

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TO CREATE VALUE FOR YOUR ORGANIZATION THAT IS DELIVERED

THROUGH INFORMATION THAT DRIVES INNOVATION.

ESTABLISH A CLEAR MISSION AND REASON TO

EXIST

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AFTER ESTABLISHING A MISSION, YOU MUST FOCUS ON THE

FOUNDATIONAL OBJECTIVES THAT YOUR ANALYTICS TEAM MUST

FOCUS ON TO DRIVE ANALYTICAL THINKING THROUGH YOUR

BUSINESS ON A DAILY BASIS.

TO BRIDGE THE GAP BETWEEN DATA AND DECISIONS - CREATE SUCCESS

PILLARS TO FOCUS THINKING

SUC CE S S PI L L A R S

ANALYTICS

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SUCCESS PILLARS

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ANALYTICS

SUCCESS PILLARS

BUSI

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ION

DATA

FOU

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ION

INSI

GHTS

EXEC

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EASU

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DIST

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N I C K C I F U E N T E S B R A N D A N A LY T I C S L E A D E R S H I P P L AY B O O K 5 - 1 8 - 1 4

ALIGN ANALYTICS INITIATIVES TO THE MOST PRESSING BUSINESS

PROBLEMS THAT YOU NEED TO ADDRESS. YOU NEED TO BE ADDING

ECONOMIC VALUE, RATHER THAN JUST BE SEEN AS MERELY A

SUPPORT FUNCTION.

PILLAR #1 BUSINESS CHALLENGES

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THE DATA THAT WILL SUPPORT THE BUSINESS ANALYTICS PROCESS MUST BE STRONG IN TERMS OF

RELIABILITY, VALIDITY AND GOVERNANCE. IT’S CRUCIAL YOU

STANDARDIZE ACROSS YOUR ORG & WORK HAND-IN-HAND WITH

OTHER ANALYTICS FUNCTIONS.

PILLAR #2 DATA FOUNDATION

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IT’S CRUCIAL THAT YOU ENSURE THAT ANALYTICS SOLUTIONS ARE

DEVELOPED AND PROVIDED TO THE ENTERPRISE WITH THE END GOALS

IN MIND.

PILLAR #3 ANALYTICS

IMPLEMENTATION

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ANALYTICS MUST TRANSFORM DATA FROM INFORMATION INTO

INTELLIGENCE AND INSIGHT.

PILLAR #4 INSIGHT

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ANALYTICS MUST BE PUT TO WORK, AND MUST LEAD TO

ORGANIZATIONAL ACTION AND PROVIDE GUIDANCE ON HOW TO

TRACK THE RESULTS OF THE ACTIONS TAKEN.

PILLAR #5 EXECUTION &

MEASUREMENT

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ANALYTICS MUST BE COMMUNICATED IN AN EFFECTIVE

AND EFFICIENT MANNER, AND MADE AVAILABLE TO AS BROAD A GROUP

OF STAKEHOLDERS AS IS APPROPRIATE.

PILLAR #6 DISTRIBUTED KNOWLEDGE

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ANALYTICS MUST BE RELENTLESSLY INNOVATIVE, BOTH IN ANALYTICAL

APPROACH AND IN HOW THEY AFFECT THE ORGANIZATION, BY

DEVELOPING SOLUTIONS THAT WILL “WOW” YOUR BUSINESS LEADERS.

PILLAR #7 INNOVATION

WHAT’S MY STRATEGY?

N I C K C I F U E N T E S B R A N D A N A LY T I C S L E A D E R S H I P P L AY B O O K 5 - 1 8 - 1 4

THAT SPUR INNOVATION

PROMOTES CHANGE

THAT DRIVE INTELLIGENCE

RESULTSACTIONINSIGHTS

RELIABLE & CONSISTENT

DATA

SIMPLE STRATEGY

Marketing & strategic brand communications professional with a Master's degree in Marketing & Creative Writing and a B.A. in Journalism. Over 10 years of progressive experience -- leading global cross-functional teams in the conceptualization and implementation of data-driven marketing programs & strategy across digital and traditional media platforms. !

Key brand experience across athletic, retail, automotive, media, entertainment and CPG segments, including key leadership roles in strategy, analytics and social media. Strong track record of setting strategic direction for the development and execution of targeted marketing programs to affect brand awareness, buying decisions and audience behaviors. Extensive knowledge of marketing best practices and program evaluation and strong ability to foster internal and external relationships.

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nicholas.cifuentes@gmail.com