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Finding Guinness Believers with Location Data
- 1. Finding Guinness RANDALL NOVAL! APRIL 1, 2014!
- 2. Business Problem 2 Constraints! !Budget! !Timeline (launch within 6 months)! !Communication channels (alcohol brand)! Cannot show preference! Client! !Push boundaries! !Connect with Believers through technology! Goals! !Increase brand awareness! !Increase engagement (interactions with brand)! !Increase revenue!
- 5. Discover - Who 67% Male! 25 - 54 60%! 72%! Kid-less 6 http://audiences.visualdna.com/visualdna/brands/drinks_uk/guinness
- 6. Discover - What Mobile growing! 7
- 7. Discover - Challenge How can we better engage Guinness Believers?! ! What innovative ways can we help them find Guinness?! 8 Alcohol brands don’t advertise where to buy! ! Cannot show preference!
- 10. Define – Use Cases Plan events! Find new locations! Single platform! 2 views! 12
- 11. Define – Scope & Plan 13 Define deliverables Create the scope Create the project plan Keep the project moving!
- 12. Design - Value Exchange Fans Find Guinness! ! Higher sales & brand engagement! Fans find better pubs! ! Higher brand engagement! Emotional benefit! ! Actionable data for the sales team! 15
- 13. Develop - Data Dive Diageo distributer data warehouse! Guinness retailer location data! 16
- 14. Develop - Deeper Dive 17 Create relationship with data curator! Understand core data processes! Extract & clean relevant data!
- 15. Deploy - Bringing it together 19
- 16. 20
- 17. Did it Work? Met business goal of increasing engagement by providing new communication channel! (~50k pub ratings total)! 21 Proven value-exchange! (~3k visits + ~500 ratings! / month)!
- 20. Future – Increase ROI Increase value of investment! 24 Extend platform to other brands!
- 21. Future – Value Exchange Increase quality of value exchange! 25 Integrate 3rd party data for increased value as single point of expertise!
- 22. Future – Brand as an API Increase impact of unique data sets! 26 License access to data unique to brand! ! Enable secondary marketplace around brand data!