elevated - cargo cult marketing
TRANSCRIPT
ELEVATED
YOU DOTHE SAME
THING
CARGO CULT MARKETINGPURSUING POPULAR TACTICSWITHOUT UNDERSTANDING
WHY THEY WORKED.
HOW DO WEAVOID CARGO CULT
MARKETING?
USE THE DATA
SHARE THE DATA
GET THE DATA
YOU EITHERMAKE THEREPORTS
OR YOUGET THEREPORTS
I FEEL CONFIDENT THATMY REPORTING DRIVES
RELEVANT, MEANINGFUL BUSINESS DECISIONS.
YOURREPORTS
SUCK
RAISE YOUR STANDARDS
TWO TYPES OF REPORTS
1) STATUS REPORT
2) FUNCTIONAL REPORT
A FUNCTIONAL REPORTANSWERS THE QUESTION
“SO WHAT?”
MOST MARKETERS ARE DOING THE FIRST
BUT THINK THEY ARE
DOING THE SECOND.
MOST MARKETERS ARE DOING THE FIRST
BUT THINK THEY ARE
DOING THE SECOND.
CONTEXT
INSIGHT
DATA
ACTION
DATA
IF YOU DON’T KNOW YOUR NUMBERS,
YOU DON’T KNOWYOUR BUSINESS.
- MARCUS LEMONIS
My boss doesn’t “Get” marketing“MY BOSS DOESN’T‘GET’ WHAT I DO.”
GETCLOSER TO
THE MONEY.
WHAT GETSMEASURED
GETS MANAGED.- LORD KELVIN
(KINDA)
ACTIONABLEDATA CONNECTS
MARKETING ACTIONSTO BUSINESS GOALS
WHAT MAKES IT“ACTIONABLE”?
WHAT ABOUT AWARENESS?
ONLINE TO OFFLINE
OUR SYSTEMS DON’T TALK
THAT DATA IS PRIVATE
WE’RE NOT TRACKING IT
FROM ANOTHER DEPARTMENT
THE BEST WAY TO GET THE RIGHT ANSWER ON THE INTERNET IS NOTTO ASK A QUESTION;
IT’S TO POST THEWRONG ANSWER.
- WARD CUNNINGHAM
EVERY DECISIONIS EASIER WITH
THE RIGHT DATA.
CONTEXT
SPARKLINES
#1
FOCUS ON THE TOP TWO THINGS YOUR
COMPETITOR IS DOING SIGNIFICANTLY BETTER THAN YOUR COMPANY.
- AVINASH KAUSHIK
INSIGHTS
ANSWERS “SO WHAT”?
INSIGHT IS KNOWINGWHAT’S IMPORTANT AND WHAT’S NOT IMPORTANT.
A FOOLISHCONSISTENCY ISTHE HOBGOBLINOF LITTLE MINDS.- RALPH WALDO
EMERSON
#5
ACTION
EVERY DECISIONIS EASIER WITH
THE RIGHT DATA.
DATA
DATA CONTEXT
DATA CONTEXT
INSIGHT
DATA CONTEXT
ACTION INSIGHT
YOUR REPORTS AREA LITTLE BETTER.
AVOID CARGO CULTS.MAKE YOUR MARKETINGPROVE THAT IT WORKS.
INCREASE YOUR BUDGET
EVERY DECISIONIS EASIER WITH
THE RIGHT DATA.
GET YOU PROMOTED
EVERY JOB DESCRIPTION IS THE
SAME. YOUR JOB IS TO MAKE YOUR BOSS
LOOK GOOD IN FRONT OF THEIR BOSS.- MERLIN MANN
GIVE YOUR BOSSTHE AMMO TO MAKE
REVENUE-GENERATING DECISIONS.
JK JOHNNY WATPITT
ELEVATE MARKETING
MARKETING DELIVERSTHE CHOCOLATE AND
CIGARETTES EVERY DAY.AND YOU CAN PROVE IT.
ELEVATED@CHRISPRENDER