SeekGrowthfor Your Brand!
Forbrandswhounderstandthatanaly1csareanecessityinthedigitalera...
webringinnova1on,experienceandac1onableinsights…todrivethelong-termgrowthofyourbrand,andyourbusiness
AnswersToYourCri3calBusinessQues3ons
§ HowcanIputallthedatawecollecttoworkforthebusiness?§ HowcanIleverageadeeperunderstandingofmycustomersand
markets?§ HowcanIensurethatmybrandsandproductsareposi3onedmost
effec3vely?§ HowcanIdesignacustomerexperienceforgreatercompe11ve
advantage?§ Whichmessagesandcontentaremosteffec1ve?§ Whichproductorexperienceinnova3onsprovidethebest
opportuni1esforgrowth?§ HowcanIop3mizeROIofmarke1ngresources?Anddemonstrate
ROItomanagementandownership?
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OurDifference
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ExperienceAndSkillsets
Innova3veAnaly3cs
LeverageYourData
First
Mostresearchcompaniesaremadeupofresearchers.Webringtogetherateamwithabroadskillsettoaddressyourbusinessissueswithexperience,innova1veanaly1csandefficiencybyleveragingyourdatafirst.
OurApproach
Weasktherightques3ons.
Wetransformdataintoinsightssoyoucanmakeconfidentdecisions.
Weclosethegapbetweenanaly3csandac3onsoyoucanbepro-ac3veandbigpicture.
Wetakeyou,yourbrandandyourbusinesstonewandmoreprofitableplaces.
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CompleteSolu3onsForModernMarketers
Targe3ngStrategies
CustomerExperienceAssessment
DigitalAndSocial
Marke3ngEffec3veness
Marke3ngROI
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Modernmarketershavealotofdata.Werecognizethecomplexi1esthatdatabringsandhavedesignedfourcoresolu1onstoinformstrategicdevelopment,customerexperience,
messagingandmediaandROI.Marketerscanusesolu1onstac1cally,oru1lizethefullsuitetoplan,executeandmeasure.
Solu%on
CustomerSegments,ProfilesAndTarge3ng
Dataisagame-changerwhenitcomestogainingadeepunderstandingofwhoyourcustomeris,wheretheyare,whattheylove,andwhattheyaredoingrightnow.Weu1lizeyourdataaswellasoutsidedatasourcesandinsightstodevelopac1onablesegmenta1onmodels,profiles/personas/
archetypesandtarge1ngstrategiesthatcreaterealbusinessimpact.
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CustomerSegments TargetProfiles
ProprietaryData
3rdPartyData
CustomResearch
Solu%on
CustomerExperienceDesignAndManagement
Proprietarydata,webandmobilemetricsaswellasthird-partydataandresearchmethodshelpyouunderstandtheconsumerexperience.Ourapproachisolatesthehigh-leveragetouchpointsandprovides
insightsintohowtodevelopdelighTulexperiencesforcustomersthatimprovebusinessimpact
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Purchase:shopping,conferring,networking,buying,
paying,takingpossession,returns
Rela3onship:owning,using,fixing,buyingagain,thebadge
Trigger:thedesire,need
orcontext
ProprietaryData
3rdPartyData
CustomResearch
Solu%on
DecisionJourneyAssessmentAndProgramDesignMarke1ngStrategies
Monitorsocialchannelsfortrends,insights
Respondtocustomercomments
Amplifycurrentposi1veac1vity&tone
Leadchangesinsen1mentorbehavior
Step
sinthecustom
erdecision
journe
y Consider Brandmonitoring Situa1onalmanagement
Referrals&recommenda1ons
Brandcontentawareness
Evaluate Launches
Buy Offers,andpromo1ons
Experience Customerservice Buildingcommuni1es Customerinput
Advocate Brandadvocacy
Bond
Whatareyoudoingwithsocial?Isitworking?Howaboutallofdigital?Digitalmarke1ngprogramsgeneratemassquan11esofdata.Ourapproachesleverageyourdatatounderstandtheissuesanduse
analy3cstoisolateanddiscovernewstrategicopportuni3essoyougetmoreoutofdigital.
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Solu%on
Marke3ngROIStrategyAndManagement
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Marke1ngROI(MROI,ROMI)isnotaoncesizefitsallconcept.Somemarketersu1lizeseveralkeymetricswhileothersseektomeasureeverything.Ourapproachincludesdevelopingtherightmeasurementmodel,establishingabaseline(orbaselines)tobeginwith,measuringtheimpact,calcula1ngtheROI,comparingmarke1ngac1vi1esbasedonROI.Wealsoinstalladashboardandrecommendmanagementprocessestoensuremarke1ngorganiza1onscanu3lizeMROItodrivecon3nuousimprovementofbusinessresults.
=MROIIncrementalMarke3ng$forthatac3vity
Incrementalsales$fromanac3vity
OurClientPartners
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CaseStudy
ExpandingTheDonorBase§ TheChallenge
– AmajorSanFranciscoeduca1onaladrac1onwantedtoexpandtheirbaseofmembersandgetcurrentmemberstogivemore
§ TheApproach– Theclient’smemberdatabasewasaugmentedbyappendingneighborhood
characteris1csfromCensusdatatothememberrecords– Segmenta1onandpredic1vemodelingofthisaugmenteddatabaseusingdecision
treeanalysisrevealedthatahandfulofneighborhooddescriptorspredictedpropensitytogive
– Twoofthesegmentsiden1fiedaccountedfor16%ofmembersbut25%ofdona1ons
§ TheResult– Allzip+3codesinSanFranciscoBayareascoredusinganaly1cally-derivedmodelfor
useinfuturedirectmailing– Efficiencyofdonormarke1ngwasgreatlyenhanced
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CaseStudy
QuitSmoking§ TheChallenge
– Peoplewhoarecommidedtoquitsmokingneedtofeelthatquihngismanageable.Onlythenaretheyreadytomakeaquitadempt.
§ TheApproach– Decisionjourneyresearchusingstorytellingandasurveyrevealedthatsmokers
needtobeginlearninghowtolivewithoutcigaredes--howtodrinkcoffeewithoutacigarede,howtohavedinnerwithoutacigarede,howtodealwithstresswithoutacigarede--beforetheyactuallymakeaquitadempt
§ TheResult– Anintegratedcampaignthatfocusedonsmokerslearningtomakethechanges
theywillneedtomaketolivewithoutcigaredes– HumorousTVandonlineadsaskingpeopletore-learnhowtodrinkcoffee,drive,
taketheirlunchbreakandsoon– Websitedevelopedtohelppeopledocumenttheirownsmokingbehaviorusinga
“diary”todocumentwhattheyaredoingwhentheysmoke– Anonlinecommunityofcommidedquiderscreatedforsupport– Resultsshowedlowerrecidivismratesascomparedtootherdocumentedefforts
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CaseStudy
ExtendingTheBrand§ TheChallenge:
– OurclientisabrandlicensingcompanywithdeepAmericanroots.Theylookforcategorieswherethebrandhascredibilityandthenfindlicenseestomanufactureandmarketproductsundertheirbrandname.Butwhichproductcategoriesarelow-hangingfruit?
§ TheApproach– TheNorthAmericanBrandStrengthstudyquan1fiedtheopportunityforclustersof
productcategories(25categorieswereevaluated)thatthebrandcouldenter§ TheResult
– Licensingstafffocusedtheireffortsontopprioritycategoriestoadractlicenseesandeventually,driveroyaltyrevenue.ThestrategyheldupandwasusedinSouthAmericaandAsiaaswell.
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GregSieck,President
Abrandmarke1ngexperthavingworkedinadver1sing,marke1ngopera1onsandconsul1ngforavarietyofconsumerandB2Bbrands.Hismostvisibleworkproddedbeerdrinkersto“StopandTastethe[Miller]HighLife”,cellphoneusersto“maketheir[AT&T]Wirelessphonetheironlyphone”andfastfoodfana1csto‘ThinkOutsidetheBun”atTacoBell.AsVPBrandandAdver1singatIntel,SieckledthegloballaunchoftheCentrinobrand.AtFCB,healsocreatedtheAvayabrandandlaunchedtheMazdaMiata.
In2004GreglaunchedSieckGrowth,abou1quebrandstrategyanddesignfirm,andhasworkedwithavarietyofclientssuchasDolby,Regus,RokuandBART.In2013,GregandMarkLantzfoundedFactory,afull-serviceadver1singagencylocatedinDetroit,Michigan.
GregisamemberoftheCMOCouncil,ontheBODoftheMarke1ngExecu1vesNetworkingGroupandanadvisortothestart-upcommunityVator.
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ChandraChaterji,PartnerAnanaly1csandconsumerinsightsexpertwho’sworkedinleadingcompaniesandadver1singagencies.
Awholebrainthinkerandleader,hehasbrokennewgroundinmarke1ngscienceandanaly1csinaddi1ontoleadingconsumerinsightsandbrandstrategy.Hewasthearchitectofmarke1ngmixmodelingandmarke1ngsciencesatatop-fiveglobaladver1singagencyveryearlyinhiscareer.Inaddi1on,heledstrategicplanningandconsumerinsightsforover$100millionofadver1singspendingonMadisonAvenueandwasonmul1pleEFFIE-winningteams.Later,heheadedtotheclientside,andwasthefirstdirectorofmarke1ngsciencesattheworld’slargestpaymentcardcompany.Inaddi1on,heheldleadershipposi1onsinconsumerinsights,brandstrategyandstrategicmarke1ng.
Hejumpedfeetfirstintothegigeconomyin2010andhasbeenservingSMEsandstartupsinaddi1ontoFortune1000companies.
ChandraistheSecretaryandCOOoftheSanFranciscoChapteroftheAmericanMarke1ngAssocia1on,andwasonthena1onalBODofMENG(Marke1ngExecu1vesNetworkingGroup).
ChandrahasaPhDinBusinessAdministra1on(marke1ngandsta1s1cs)fromKansas,anMBAfromtheIndianIns1tuteofManagementCalcuda,andanundergraduateinPhysicsfromSt.Stephen’sCollegeDelhi.Hehastaughtmarke1ngatleadinguniversi1esandpresentedpapersatleadingmarke1ngscienceconferences.
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ThomasFinkle,PartnerThomasFinklehasheldleadershipposi1onsinthemarke1ngservicesandtechnologyindustriesthroughouthiscareer.HewasCEOofPassenger,anonlinecommunitytechnologycompany,wherehesuccessfullyre-structuredthefirm’sorganiza1onandgrewthebusiness’stoplineandprofit.
AtGfKandTNS,twoglobalmarke1ngresearchconsultancies,hebothledorganiza1onalchange–atGfKhewasGlobalProgramDirectorforStrategyImplementa1on,responsibleforimplemen1ngthecompany’sstrategyinthecustomresearchdivision,andranbusinesses–atGfKhewasalsoChiefClientServicesOfficerfortheUSandatTNShewasManagingDirectoroftheGlobalITPrac1cewhereheoversawthegroup’sbusinessintheUS,EuropeandAsiaPacific.
Hismainfocusineachoftheseposi1onshasbeenonimprovingbusinessperformancethroughthere-structureoforganiza1onsandenhancingclientservice,salesperformance,marke1ngandopera1onalexecu1on.
ThomasreceivedhisMAandPh.D.,inPsychologyfromtheUniversityofSouthernCalifornia.
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ChrisRigatuso,PartnerChrisRigatusoisaconsultantandananaly1cswonkwithover20yearsofexperienceinfinance,engineering,corporateperformancemanagement,sales,marke1ngandanaly1csapplica1onanddatabasedesign.HespecializesinCRManaly1csforB2BSaascompanies,usedforanalyzingsalesforceperformanceandcrea1ngnewstrategicpriori1esformaximizingefficiencyandsalesteamROI.Heisathought–leaderonbigdataapplica1onsanduserinterfacedesign,whichcombineusability,decision-ac1on-abilityandbestprac1cesingoaldirectedanddecisionspecificdesignfordealingwiththeonslaughtofbigdata.
ChrishaspreviouslyadvisedtodiverseclientslikeMetamarkets,Numerate,ContextOp1onal,EfficientFron1er,Sen1ent.ai,Snowlflake.net,andBandpage.Earlierinhiscareer,hewaswithOracleCorpora1onasthedirectorofbusinessdevelopmentforBIandAnaly1capps,heco-authoredmanypapersincludingtheacclaimed"CorporateGovernance,ABalancedScorecardApproach”whichpioneeredtheuseofmetricsandscorecardsconnec1ngopera1ng,strategicandboardofdirector’sobjec1vesinasymmetricandmutuallyreinforcingway.ThiswaspublishedintheAndersonConsul1ngCFOJournalandusedbythenCFOJeffHenleyinhisexecu1veroundtabletourevents.
ChrisearnedhisBSinmathandcomputerscienceattheUniversityofMinnesotaandhisMBAinfinanceandstrategyattheHaasSchoolOfBusinessatUCBerkeley.
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Contact Tocapitalizeonyourbrand’spoten1al,SieckGrowth.
"San Francisco, California"www.sieckgrowth.com"
"p 415 717.4460""
"Greg Sieck"[email protected]" 18