Title: Return of the Storyteller
1Return of the Storyteller
2Once upon a timethere was an Iceberg that was
melting
3But why was the Iceberg melting?
Change in business models
Explosion of data
Shifting CXO priorities
Shrinking profits
Profits
Fish database
Iceberg reports
Science
Art
Penguin social swim
Penguin Big data?
Time
4The penguins were happy and busy catching fishes
5But the fishes were drying up.They Needed a New
Iceberg!
6Many penguins, many voices
Hire new scouts and tell them to hunt for
icebergs
Lets attend an iceberg conference and get leads
Lets put an ad -Tallest iceberg needed
You are all saying parts of the plan. We need
to come up with a data-driven plan
Sales
Advertising
PR
Marketing
7Enter the CMOs latest recruit
- Fred
- Curious
- Analytical
- Data-driven
- A data scientist in disguise?
8Curious Freds Solution
Target
Measure
Assess
Iceberg Segmentation
Catch Campaign Measurement
Iceberg Intelligence and Dashboard
Identify Similar Fishes
Penguin Experience Management
Fishing Social Recommendation Engine
Fish scoring Model
Fish Profiling
He showed them all the icebergs and the fishes
He segmented the icebergs and targeted the best
new icebergs
He measured the fishes of other icebergs
9The End The penguins found their new iceberg
Ask the right questions
Sell the right story
See the full iceberg
Data Visualization
Market Research
Predictive Modelling
10Moral of the story
1,000 songs in your pocket
11Moral of the story
Jargon
Simple
Today we are introducing a new portable, music
player that weights a mere 6.5 ounces and boasts
voluminous capacity, long battery life and
lightning fast transfer speeds
1,000 songs in your pocket
12Moral of the story
Not just what you are selling
What the customer wants
13Step 1 Who are you telling your story to?
Understand target segment Create a buyer
persona Segment followers and registrants Influe
nce and show solution
14Step 2 Where to tell your story?
Own Media
Paid Media
website
Social sites
PR
Earned Media
15Step 3 How to tell your story
Blogs
Events and conferences
Content Marketing
Inbound
Slide-shares
Custom reports
Calls
Outbound
Email Marketing
Infographics
Advertisement, Press releases
Influencer Marketing
AD/AR/PR
Marketable assets
16Step 4 Who heard your story?
Measure metrics that matter
Website and social channels
Events and Campaigns
- of leads
- Acquisition Cost
- Conversion rates
- Reach
- Engagement
- Visitor Flow
- Audience Demographics
- Conversion Attribution
Tools
17And this really is the end!