New Approach To Big Data For Marketers
You know that feeling when someone is talking so technical that they might as well be speaking a foreign language? Or, even better, the speaker stuffs so many buzzwords into one presentation that it means absolutely nothing to you!? #beenthere #donethat
I sat down the other day with Paul Bennett, Chief Analytics Officer at Havas UK, and had a surprisingly refreshing conversation about how we approach data with our clients. Within minutes I thought, now here’s a guy who understands how to breakdown the complicated beast that is #bigdata
The idea is so simple, that it’s actually genius. Data Steering.
What is Data Steering?
Data Steering is a group collaboration process hosted by Havas at the onset of planning, designed to unite stakeholders around a single business vision – resulting in a road map and specific action plans to utilize data and technology to answer key business challenges.
Let’s not be naive. Many, many questions and challenges might arise when you get all stakeholders together.
How do we grow sales? What is the optimum channel mix? What is the value of our website? How do we personalize our offering?
To navigate this complex landscape Havas has created a methodology in which each business challenge is indexed and prioritized. Each business challenge is mapped back to a technology or analysis process. In essence:
(?) If we could solve this business challenge (ex: How do we grow sales?) how valuable would that answer be to the business on a scale of 1–10
(?) Secondly; after we identify how to solve this business challenge; what level of difficulty is this project to the agency (ex: Is this low hanging fruit or is this an advanced two year project)
After all of these questions are indexed and prioritized Havas is able to give the brand a clear visual of what category their business challenges fall under (see chart below)
Next the agency is ready to roll up their sleeves and dig in. Each project is broken down and aligned with a strategy and timeframe for completion. At this stage in the process Havas is able to call in the analytics gurus and “divide and conquer” going after the most meaningful solutions that might be a bit lower on the difficulty scale.
At the same time, those large bubbles, high up on the scale of difficulty, are not forgotten (as it so often happens). The roadmap that comes from data steering addresses a brands technology and data needs among every touch point, with short term and long term action plans. (see chart below)
Tips for Data Steering Execution:
1) Go big or go home: getting the right people in the room to collaborate is essential. Go big, and spread the ideas wide. These are conversations that should be addressed with CEOs, CMOs, media planners, brand managers, creative. The more perspectives the better.
2) Slow and steady wins the race: There will be big projects to tackle. Do not fret when you leave the first meeting buzzing with questions. The data steering group should meet on a regular basis for a length of time that allows for clear solutions (every two months works well).
3) The Vision: When the teams begin to dive into implementation and the conversation gets technical obstacles will arise (yup, that’s just life). The key is staying true to the vision. Havas has seen even more success when providing a chair person to maintain focus and to lead major projects that are agreed on from the collaboration.
#mindblown #futureofdata #havasUK #genius #geekout #digital #media #ilovedata
