finding guinness
Post on 01-Nov-2014
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Finding Guinness
RANDALL NOVAL!APRIL 1, 2014!
Business Problem
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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!
THE “5-D” FRAMEWORK
DISCOVER!DEFINE!DESIGN!DEVELOP!DEPLOY!
PROUD!PASSIONATE!INFLUENCER!
Discover - Who
Discover - Who
67% Male!25 - 54
60%!
72%!Kid-less
6 http://audiences.visualdna.com/visualdna/brands/drinks_uk/guinness
Discover - What
Mobile growing!
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Discover - Challenge How can we better engage Guinness Believers?!!What innovative ways can we help them find Guinness?!
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Alcohol brands don’t advertise where to buy!!Cannot show preference!
Discover - Challenge
Contextualized!Localized!
Personalized!
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Discover - Idea
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Define – Use Cases
Plan events! Find new locations!
Single platform!2 views!
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Define – Scope & Plan
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Define deliverables
Create the scope
Create the project plan
Keep the project moving!
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!
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Develop - Data Dive
Diageo distributer data warehouse!
Guinness retailer location data!
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Develop - Deeper Dive
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Create relationship with data curator!
Understand core data processes!
Extract & clean relevant data!
Deploy - Bringing it together
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Did it Work?
Met business goal of increasing engagement by providing new communication channel!
(~50k pub ratings total)!
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Proven value-exchange!(~3k visits + ~500 ratings!
/ month)!
THE “5-D” FRAMEWORK
DISCOVER!DEFINE!DESIGN!DEVELOP!DEPLOY!
THE “5-D” FRAMEWORK
DISCOVER!DEFINE!DESIGN!DEVELOP!DEPLOY!!FUTURE!
Future – Increase ROI
Increase value of investment!
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Extend platform to other brands!
Future – Value Exchange
Increase quality of value exchange!
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Integrate 3rd party data for increased value as single point of expertise!
Future – Brand as an API
Increase impact of unique data sets!
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License access to data unique to brand!!Enable secondary marketplace around brand data!
Thank You
RANDALL NOVAL!HTTP://LINKEDIN.COM/IN/RJNOVAL!!
PRESENTATION!HTTP://BIT.LY/ETANDRANDALL!
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