Joining the dots: Data and Marketing Strategy
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@TechMarktr Joining the Dots Data-Driven Marketing Meetup Wednesday 23rd March 2016 https://upload.wikimedia.org/wikipedia/en/5/5c/Sticky-dot-voting.jpg
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Transcript of Joining the dots: Data and Marketing Strategy
@TechMarktr
Joining the DotsData-Driven Marketing Meetup
Wednesday 23rd March 2016
https://upload.wikimedia.org/wikipedia/en/5/5c/Sticky-dot-voting.jpg
@TechMarktr
Nicole WilliamsMarketing Manager - SilverStripe
Podcaster and blogger -
TechMarketer.org
@TechMarktr
@TechMarktr
Joining the DotsUsing data to create buy-in, greater
collaboration and strategic alignment
https://upload.wikimedia.org/wikipedia/en/5/5c/Sticky-dot-voting.jpg
@TechMarktr
Joining the dots
Our
Team
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Joining the dots
Team 2
T3
Our
Team
Team 3
Team 4
@TechMarktr
Joining the dots
Team 2
T3
Our
Team
Team 3
Team 4
Our Mission
@TechMarktr
Data is not knowledge
@TechMarktr
Accessible & meaningful
https://twitter.com/elementdigi/status/709273048076005376
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OKR Framework
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OKRs: Objectives and Key Results● Pioneered by Intel
● Used by Google, Linkedin, Zynga
● Quarterly goals linked to 1- 5 year plans
“[OKRs] are a tool for motivating and aligning people to
work together. They increase transparency, accountability
and empowerment." ~ Angus Davis, CEO, Swipely
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OKRs: Objectives and Key Results
● Company sets overall OKRs
● Each team decides their own OKRs, ownership
and creativity encouraged
● Transparent, public across company
● Teams share common company OKRs
● Measureable and impact focused
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Example: Phoenix Football ClubMake the Nix the most loved sports team in NZ
● Quarter 1:
○ Objective: Increase engagement from local community
○ Key Result: Increase ticket sales by 30%
○ Key Result: Increase annual membership sales by 25%
○ Key Result: Increase fan satisfaction to 6.8 NPS
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Why has this helped? ● Knowing the most important things to track
● Connects day-to-day with bigger picture
● Provides common goals across teams
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1. Within our team
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Why are we doing this?What will change if we are successful?
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SilverStripe OKRsDisplace WordPress in the UK/Europe
● Objective: UK open source interest is accelerating
○ Key Result: X newcomers have completed 6-8 hours of
SilverStripe learning
○ Key Result: X partners have been signed up
○ Key Result: X new UK based sites are profiled on our
showcase section
No clear start point
No expectation of
outcome
25% Conversion
Spelled out what
lessons would provide
Created a 1-hour series
75% Conversion
Low-fi wins.
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2. Between teamsProduct
Marketing
Sales
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Marketing = Helping others succeed
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It’s not just about warm fuzzies
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Post-it sales wall
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3. Getting buy-in
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Your audience isn’t always outside your company
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Joining the dots
Sales
Product
Our Mission
Marketing
OKRs
US Fortune 1,000 companies34 marketing directors
at board executive level That’s 3.4%
http://istart.com.au/news-items/board-level-marketers-must-embrace-data-technology-and-finance/
Weekly podcast and blog www.TechMarketer.orgTwitter: @EnvyCollect / @TechMarktr
