GEARING FOR GROWTH DESPITE GREAT ADVERSITY

24th May 2017

Is there a Manual for Modernisation?23rd Feb 2017

Tony Wood

Digital Transformation Consultant

NCC Group

Group Head of Digital

Manchester Airport Group

20 years “digital” and omni-channel

boohoo, JD Williams, Figleaves,

Sofology, McCann Erickson, Fitch!

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25

26

27

“How do you feel?”

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29

1.

Increase Customers

30

£

2.

Increase Revenues

1.

Increase Customers

31

£

2.

Increase Revenues

1.

Increase Customers

3.

Better Engagement

32

£

2.

Increase Revenues

1.

Increase Customers

3.

Better Engagement

4.

Improved Competitive

Position

33

£

2.

Increase Revenues

1.

Increase Customers

3.

Better Engagement

4.

Improved Competitive

Position

5.

Reduce

Costs

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“Now how do you feel?”

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Size of your competitive universe

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Size of your competitive universe

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Engagement…

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Or rather lack of

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Or rather lack of

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Or rather lack of

33,512 bounces less than 10 secs x £0.67 = £22,453

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Then its you Vendor…

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Then its your Agency

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Then its your Resources…

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Then its your Resources…

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Then its my Resources…

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+ 817 internal data points

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50

“Awwww man!”

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“Awwww man!”

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Disparate Channels

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£

2.

Increase Revenues

1.

Increase Customers

3.

Better Engagement

4.

Improved Competitive

Position

5.

Reduce

Costs

Balancing strategy, skills,

standards and systems, across the

entire digital service spectrum.

Digital Service Design

Strategy Skills Standards Systems

The Digital Business

1. Digital Architecture

2. Data / Analytics

3. Process / Agile

4. CRM / Automation

5. E-commerce / Payments

6. Conversion / Attribution

Twelve Key Categories

7. Advertising / PPC

8. Search / SEO / Content

9. Email

10. Social

11. Mobile

12. Performance / Testing

The Digital Business IS THE BUSINESS

Digital

Service

Design

360° Digital

Dig

ita

l Arc

hite

ctu

re

Da

ta / A

na

lytics

Pro

ce

ss / A

gile

CR

M / A

uto

ma

tio

n

E-c

om

me

rce / P

aym

en

ts

Co

nve

rsio

n / A

ttri

bu

tio

n

Ad

ve

rtis

ing

/ P

PC

Se

arc

h / S

EO

/ C

on

ten

t

Em

ail

So

cia

l

Mo

bile

Pe

rfo

rma

nce

/ T

estin

g

Digital Service Design

SkillsStrategy

Continuous Balance of Strategy, Skills,

Standards & Systems

SystemsStandards

DSD - Benefits

Rich and wide ride ranging sector exposure ensures and

extensive wealth of experience

Focus on strategy provides digital direction, outside of

agency delivery and production

Focus on skills ensure you anticipate, grow and retain

talent and build relationships with suppliers

Independent and impartial remit ensures completely

objective and balanced advice around systems &

standards

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Thank you

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Any Questions?