Embed Size (px)
DESCRIPTION
Blue Latitude Credentials
Citation preview
Who is Blue Latitude?
Credentials
Interactive business and marketing consultancyArchitects for digital businesses:
• Customer insight and research
• Digital strategy development
• Programme and project management
• User experience
• Performance evaluation and analytics
• Digital leadership consultancy
Audience needs and behaviours are at the heart of our offering
EvaluationWhat should we do better?
StrategyWhat should we do?
Insight & actionMeasurement
Impartial and independentYour agenda is our agenda
Marketing Focus
Business Focus
Executional
Strategic
Marketing Agencies
Consultancies
Analytical
Customer-centric
A world class digital consulting practice
• Founded in 2002, with offices in offices in London and the US
• Cross sector and global to local experience
• Strong Healthcare and Pharma practice (Patient, HCP and Payer)
• Experienced across the Brand cycle from Pre-Launch to Maturity
• Highly experienced and growing team (35) specialist consultants and analytics experts
• Business, marketing and technical experience, delivering services that :
• Spread best practice
• Maximise performance
• Gain competitive advantage
Core competence
12/04/2023 7Blue Latitude Confidential and Proprietary
StrategyImproving the performance of online channels
How are we going to win in digital?
Business & eMarketing Objectives
AudienceOnline Environment
How well are we performing and how can we improve?
What resources do we need?Where should they be invested?
What are ourcompetitors doing?
How do people behave online?How can we influence them?
Who are our users and what do they need?
What are the objectives?
12/04/2023 8Blue Latitude Confidential and Proprietary
Introducing VARSUnderstanding and monitoring online environments
OrganisationObjective (ROI)Topic (Brand)
Authority
Persona(Online need)
• What content should we focus on?• How and where can we use
content most effectively?
• Where are the positive (and negative) mentions of our brand?
• What can we do to shift sentiment in our favour?
Visibility
Sentiment
Relevance
• Where should we place our messages most effectively?
• Who should our strategic media partners be?
• How do we compare with competitors?
• Where (and who) are the resources with most authority?
12/04/2023 9Blue Latitude Confidential and Proprietary
Evaluation Providing insight to improve performance
Measure Understand Act
Analytics
Environment Monitor
‘Buzz’
Bespoke Research
Data
Data
Data
Performance
Environment
Sentiment
Motivations
Analysis
Scope
Insight and Actions
Valuation Objective
Strategic or Diagnostic goals and metrics? Setting up or fine tuning tools?
Share
Beacon
12/04/2023 10Blue Latitude Confidential and Proprietary
ScopeUser centric maps of the digital environment
12/04/2023 11Blue Latitude Confidential and Proprietary
BeaconManagement dashboard’s that track and improve performance
12/04/2023 12Blue Latitude Confidential and Proprietary
Project and Programme Management Creating a plan for complex projects
1. Agree project governance
2. Appoint (interim) programme / project management
3. Define project organisation structure
4. Identify partners / suppliers
5. Develop high level project scope (Project brief)
6. Develop detailed specification (UCD iteration one)
7. Develop detailed costs and project plan
8. Agree on contractual structure with suppliers
9. Finalise procurement with suppliers
10. Develop detailed project scope (Project Initiation Document)
Management Sign-off
Rel
ease
3
Rel
ease
2
Rel
ease
1
Phase 1Project startup
Phase 2Specification, plan & costs
Phase 3Project Delivery, Using Agile Approach
Case studies
12/04/2023 14Blue Latitude Confidential and Proprietary
Improving the performance of online businesses
1. What does the future of entertainment look like and what role should
our company play in that future? Case Study: Ministry of Sound
2. Identify the most efficient organisation structure for our global
marketing team. Case Study: CMC Markets
3. A five year CRM strategy for the BBC. Case Study: BBC
4. Identify an eBusiness strategy that positions Lilly as a global leader in
the treatment of Diabetes. Case Study: Eli Lilly and Diabetes
5. Develop an eMarketing Strategy and framework for a new arthritis
drug that is launching across Europe. Case Study: Roche
6. How are our global affiliates performing online and how do we share
best practice? Case Study: Eli Lilly and Cialis
Industry
Business
Category / Franchise
Brand and Product
How can we help your business?
12/04/2023 16Blue Latitude Confidential and Proprietary
Summary of servicesExpertise Capability Description Service
Insight User Insight Uncovering insight about user needs, motivations and behaviours and how these are manifested online and on other digital platforms. Our focus is on the discovery of insight that leads to competitive advantage.
• Persona Development• User Research / Bespoke
Research
Competitive Analysis
Analysis of complex interactive environments from the users point of view to identify risks and opportunities that shape strategy.
• Competitive Analysis• eSituation Analysis
Strategy Interactive Business Strategy
Developing business strategies which leverage interactive opportunities and define the necessary organisational change required to deliver the end goal.
• Future Scenario Planning• Organisational Design and
Business Transformation
Programme management
Project Management
Detailed guidance on all the steps needed to successfully set up, specify, cost, plan, deliver and review complex projects, across multiple disciplines and territories, with multiple stakeholders whilst fulfilling all the business, technical and user requirements.
• Supplier and Agency Evaluation• Project and Programme
Management
User Experience
User Centred Product Design
Providing the ‘Customer voice’ and delivering competitive advantage through exceptional user experience.
• User Centred Design
Monitoring & Evaluation
Competitive / Environment Monitoring
Monitoring of the online environment for insight and the transformation of that insight into actions and competitive advantage.
• eBusiness and Digital Audits• Scope - Environment Monitor• Online Media Monitor• Sentiment Monitor
Performance/ Evaluation monitoring
Analysing the end to end performance of interactive activities to identify opportunities for improvement.
• KPI’s, Ratios and Benchmarking• Analytical Strategy• Web Analytics• Beacon - Evaluation Reporting
Leadership Coaching and Facilitation
Development of digital knowledge, excellence and empowerment within an organisation through training, facilitation and communication.
• Interim Management• Tool kits and Workshops• Digital Facilitators• Digital Centres of Excellence
12/04/202317Blue Latitude Confidential and Proprietary
Martin BrassManaging Director
T: +44 020 3328 1888M: +44 07966 130 [email protected]
Sophie BergerMarketing Manager
T: +44 020 3328 1898M: +44 07971 551 [email protected]
