4 Axis of Dominance

Aziz MusaDigital Director – Pegasus

@azizmusa#4Axis

1.Analytically Minded2.Financially Driven3.Innovations Home4.Custodians of Beauty

MARKET

ORGANISATION

DEPARTMENT

INDIVIDUAL

MARKET

ORGANISATION

DEPARTMENT

INDIVIDUAL

ANALYTICALLY MINDED

Excessive Data

Inappropriate Data

No Data

Smart Analytics

What is analytically stupid

• Smartest guy in the room photo

“What are the 5 numbers you look at every day?”

5 Core KPIs

Primary Drivers

Secondary Drivers

Tertiary Drivers

Conversion

DO

N’T

IN

CLU

DE

INCL

UD

EConversion

Traffic

Source Mix

Acquisition Source

Location

Customer Mix

Behavioural (RV NV)

Technology

Orders

Mix

Category Mix

Product Mix

AOV

Pricing

Offer Codes

“Be analytically smart and ground your decisions in data”

FINANCIALLY DRIVEN

1. Line of sight2. Demonstrable Value

Indirect Impacts

Supplier Decisions

Window Dressing

Direct Impacts

Roadmap Decisions

Bug Decisions

Financial KPIsNet Revenue Profitability

Strategic objectives

Market dynamics

Internationalisation

Partnerships

Ownership status

VC – Cash balance

Private

Public

Exit strategy

Sale

Merger

IPO

M&A Activity

Buying

Being Bought

“Demonstrating value is as important as delivering it”

Investment Decisions

• Net Present Value• Rates of Return• Payback Period

INNOVATION'S HOME

Invention Creativity Innovation

Types of Innovation

Radical

Transformative

Incremental

Product Process Service

The Innovation Landscape

Product

NPD

Modified Products

Design

Dark Pattern (!)

Usability

Acquisition

In App

Trade Shows

Sales

Promos

Upsell

Marketing

Targeting

Positioning

MESSAGING

MEASUREMENT

Own The Innovation Process

Ideation Delivery Diffusion

PRODUCT DEPARTMENT

TECH DEPARTMENT

MARKETING DEPARTMENT

INNOVATIONS

PRODUCT DEPARTMENT

TECH DEPARTMENT

MARKETING DEPARTMENT

INNOVATIONS

INNOVATIONS

University

Machine SupplierProd Supplier

Tech Partner

Acquisition partner

PR Agency

CUSTODIANS OF BEAUTY

Beauty

“Hear my soul speak. Of the very instant that I saw you, Did my heart fly at your service” The

Tempest. William Shakespeare

Types of Beauty

Imagery Experience Message Copy

Types of Beauty

Imagery Experience Message Copy

Types of Beauty

Imagery Experience Message Copy

Types of Beauty

Imagery Experience Message Copy

Types of Beauty

Imagery Experience Message Copy

Is it BEAUTIFUL?

“Beauty is not a number. It’s a trainable emotion”

“Stuff your head with all sorts of different things from various fields”

Ray Bradbury

1.Analytically Minded2.Financially Driven3.Innovations Home4.Custodians of Beauty

The 4 Axis TestFinancial

Analytic

Innovation

Beauty 0

5

10

YouYour DepartmentYour Organisation

The 4 Axis TestFinancial

Analytic

Innovation

Beauty 0

5

10

YouYour DepartmentYour Organisation

Financial Innovation

Analytic Beauty

Left Brain Right Brain

DominatorFdAdIdBd

SubservienceFsAsIsBs

Money MindedFdAsIsBs

Left BrainiacFdAdIsBs

VC EntrepreneurFdAdIdBs

ArtistFsAsIsBd

Right BrainiacFsAsIdBd

DeliverersFsAdIdBd

The 4 Axis TestFinancial

Analytic

Innovation

Beauty 0

5

10

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Analytic

Innovation

Beauty 0

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4 Axis of Product Dominance

Aziz MusaDigital Director – Pegasus

@azizmusa#4Axis

4 Axis of Product Dominance

Aziz MusaDigital Director – Pegasus

@azizmusa#4Axis

APPENDIX

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Dumb analytics

• Mega dashboards• Single stat• Irrelevant data

Single obscure statistic. Freakonomics cover

Measuring irrelevant things. Example, dwell time