Return of the Storyteller

Once upon a time…there was an Iceberg that was melting

But why was the Iceberg melting?

Change in business models

Explosion of data Shifting CXO priorities

Shrinking profits

Time

Profits

Iceberg reports

Fish database

Penguin Big data?

Penguin social swim

Art Science

The penguins were happy and busy catching fishes

But the fishes were drying up….They Needed a New Iceberg!

Many penguins, many voices

“Hire new scouts and tell them to hunt for icebergs”

“Let’s attend an iceberg conference and get leads”

Sales AdvertisingPR Marketing

“Let’s put an ad-Tallest iceberg needed”

“You are all saying parts of the plan. We need to come up with a data-driven plan”

Enter the CMO’s latest recruit

Fred

• Curious• Analytical• Data-driven

A data scientist in disguise?

Curious Fred’s Solution

Assess

…He showed them all the icebergs and the fishes

Penguin Experience Management

Iceberg Intelligence and Dashboard

Fish Profiling

Target

Fish scoring Model

Iceberg Segmentation

High

Med

Low

Fish Persona

SCORING

…He segmented the icebergs and targeted the best new icebergs

…He measured the fishes of other icebergs

Catch Campaign Measurement

Fishing Social Recommendation Engine

Identify Similar Fishes

Measure

The End: The penguins found their new iceberg

Ask the right questions

Sell the right story

See the full iceberg

Market Research

Predictive Modelling

Data Visualization

Moral of the story

1,000 songs in your pocket

Moral of the story

Simple

1,000 songs in your pocket

Jargon

Today we are introducing a new portable, music player that weights a mere 6.5 ounces and boasts voluminous capacity, long battery life and lightning fast transfer speeds

Moral of the story

What the customer wants Not just what you are selling

Step 1: Who are you telling your story to?

Understand target segment

Create a buyer persona

Segment followers and registrants

Influence and show solution

Step 2: Where to tell your story?

Own Media Paid Media

Earned Media

website

Social sites PR

Step 3: How to tell your story

InboundContent

Marketing

Outbound

Events and conferences

Email Marketing

Calls

Blogs

Slide-shares

Custom reports

Infographics

Marketable assets

AD/AR/PRInfluencer Marketing

Advertisement, Press releases

Step 4: Who heard your story?

• Reach

• Engagement

• Visitor Flow

• Audience Demographics

• Conversion Attribution

Website and social channels

Events and Campaigns

• # of leads

• Acquisition Cost

• Conversion rates

Tools

Measure metrics that matter

And this really is the end!