putting digital back in the boardroom

11iris Worldwide © 2017

Putting Digital Back in The Boardroom

Adam Abrahami Customer Strategy Consultant + Data Driven Marketing Specialist

T: @Adam_Abrahami

E: [email protected]

#SMWDigitalMetrics

#SMWDigitalMetrics | @irisWorldwide | @Adam_Abrahami


• KPI + Objective Setting: How to turn picking a number into a relationship building tool that elevates your activity and profile

• Metric Selection: The difference between a KPI and a measurement metric. Which metrics you should pay attention to, and which you should forget about. Rules of thumb for what type of metrics work best in different situations.

• Stakeholder buy-in: How to engage senior stakeholders early on and get their buy in and package up results in a way that will tie back to these conversations.

• Presentation: How to present results of a complex program in a single page that executives can follow and make sense of.

What we want to get out of today



“What does this mean?”The most disheartening thing to hear



Too Many Objectives

All Metrics Created Equal

No Goal Prioritization

Lack of Learning Agenda

No Business Context

Focusing on the Past

Common traps to avoid



Step one: What does the business care about?




Holistic Business Impact

Purpose

Pledge

ProfitPeople

Participation

Holistic Campaign

Performance

Participation

Profit

EfficiencyInsight

Scale

Or…



Step two: Define your learning agenda



Roll-OutQuestionPilot

Does it work at all?

Are we improving performance?

What is long-term business

impact?

Have we defined best-practices?

Are we able to scale effectively?

How are we making it cost-

effective?

Step two: Define your learning agenda



Step three: Define your activity goals, tactics, and metrics



Strategy

Objectives

Goals

Tactics

Measures


“This looksSO Good To Me”



Getting our hands dirty.



Step four: Define your audience(s) needs



Audience profiling:

1. What they asked for

2. What they want

3. What they really need


“Campaign Evaluaton”

“Show my boss I’m great”

“Optimization guidance”



Campaign Manager

“Did we deliver”

• Short-term perspective

• Details they were involved in

• What worked/what didn’t

• How we’re optimizing

Function Lead

“Did we learn anything?”

• Mid-term perspective

• How it impacted business

• What are opportunities to scale

• Lessons for rest of business

Board Members

“What does this do for business?

• Long-term perspective

• What could this do for the business?

• What do we need to deliver this?

• How are we optimizing cost to implement?





Campaign Manager

Function Lead

Board Members



Campaign Manager

“Did we deliver”

• Detailed report with specifics of what worked and what didn’t

• Shareable success summaries

• 15-40 slides

Function Lead

“Did we learn anything?”

• Achievements + Learnings

• Business impact summary

• Implications for rest of business

• 3-10 slides

Board Members

“What does this do for business?

• Business Impact

• Long-term implications

• Size of prize

• Actions

• 1-3 slides (ideally 1!)

Step five: Decide how to present information



Examples of shareable summaries

Campaign Manager

Function Lead

Board Members




Campaign Manager

Function Lead

Board Members



WEIGHT POINTS

Attract 25% 57 14

Engage 25% 68 17

Activate 25% 57 14

Performance 25% 33 8

53/100

PERFORMANCE

Frank's RedHot''Rate and review recipes, Special offers, exclusive newsletters,

recipes and product content''

How we present our evaluations today

Relative Importance:The width of a segment indicates the relative importance of this element.This applies to both the master categories, and the sub-categories beneath it.

Scoring:The length of a segment shows how well the environment is performing against that specific criteria. Extending closer towards the edge of dial indicates closer to ideal performance.

If an element reaches the edge, it means it is scoring 10/10 vs. KPIs/Expectations/Benchmarks etc.

Opportunity:The white space indicates where the major opportunities lie.

When we have prioritized an area of focus we highlight it in green as shown.

ITEM WEIGHT SCORE TARGET POINTS

Presence on .Com 17% 4 5 80

CTAs 17% 4 5 80

Clarity 17% 2 5 40

Value 17% 2 5 40

Welc. Email 17% 3 5 60

Welc. Delivery 17% 2 5 40

Recipes 20% 4 5 80

Product 20% 4 5 80

Partner Content 20% 2 5 40

Lifestyle / Interestes 20% 3 5 60

Video + Imagery 20% 4 5 80

Coupons 17% 4 5 80

Loyalty Program 17% 1 5 20

Competitions + Experienes 17% 3 5 60

eCommerce 17% 4 5 80

Social + Microsites 17% 4 5 80

App/Games 17% 1 5 20

List Size 25% 2 5 40

Spam (% Not Spam) 25% 2 5 30

Read Rating 25% 1 5 20

Frequency 25% 2 5 40



• Step one: What does the business care about?Identify your business priorities. Prioritize these in terms of how important/relevant each one is to your activity.

• Step two: Define your learning agendaPQR: Which phase is your activity? What are you trying to prove in order to move to the next stage?

• Step three: Define your activity goals, tactics, and metricsMutually exclusive, comprehensively exhaustive. Tactics beneath each goal, proxy/performance indicators for each tactic.

• Step four: Define your audience(s) needsGive them exactly what they need! Not a one-size-fits all approach. Make sure that both near, and long term implications are addressed.

• Step five: Decide how to present informationMake it shareable. Should be able to live in an email body. Share format with key stakeholders early so they understand it and know how to interpret.

Steps to success



Thank you!Love from iris Worldwide


putting digital back in the boardroom

Data & Analytics