the role of technology in the creative agency
TRANSCRIPT
THE ROLE OF TECHNOLOGY!IN THE CREATIVE AGENCY!FRED GERANTABEE DIRECTOR, CREATIVE TECHNOLOGY @
WHAT WE’LL TALK ABOUT!• WHY THE MODERN AGENCY NEEDS US • WHERE WE LIVE • HOW WE SHAPE MODERN MARKETING • A METHODOLOGY FOR EVERYONE
WHO ARE WE?! WHERE ARE WE?!
ADVOCATE!
CONVERT!
EVALUATE!
EXPERIENCE!
CONSIDER!
BOND!
IGNITE!
SOCIAL MOBILE !IN-STORE R&R!
SOCIAL MOBILE !IN-STORE ECRM!
ECOMM (MOBILE/WEB) DPOS IN-STORE ECRM!
MOBILE WEB DPOS ECRM PAID SEARCH!
MOBILE WEB DPOS IN-STORE ECRM!
EXPERIENTIAL MOBILE WEB IN-STORE ECRM PAID SEARCH!
EXPERIENTIAL MOBILE WEB ECRM PAID !
CREATIVE TECHNOLOGY!USER EXPERIENCE DESIGN!EXPERIENTIAL DESIGN & LOGISTICS!SHOPPER TECHNOLOGY!ECRM!ANALYTICS!SEM/SEO!PROCUREMENT!DEVELOPMENT & ENGINEERING!AD TECH!IS/IT!!
MARKETING!TECHNOLOGISTS!
WHO ARE WE?!
ASSESS CLIENT LANDSCAPES UNEARTH GAPS FIND OPPORTUNITY LEARN CLIENT INFRASTRUCTURE AND OPERATIONS
SURVEYOR!
EXPLORE EVALUATE DEMONSTRATE PROCURE PARTNER
MATCHMAKER!
CONNECTIVE TISSUE BETWEEN CREATIVE, STRATEGY, TECH AND CLIENT COLLABORATE FIND SOLUTIONS THAT FIT ALL NEEDS
CONNECTOR!
MAKE THINGS DEVELOP I.P. BE ADDITIVE
CREATOR!
BRAND X APP !
MOBILE UTILITY AT SHELF IS UNDER-UTILIZED E-COMM IS NOT QUITE CONNECTED TO RETAIL DATA LIVES IN MULTIPLE PLACES THERE ARE SPECIFIC PRACTICES AROUND PII & CONSUMER DATA THE ECOSYSTEM
SURVEYOR!
EXPLORE TECHNOLOGY PARTNERS FOR COUPONING, PROXIMITY & AR CO-CREATE A PROTOTYPE OR POC TO DEMONSTRATE CAPABILITIES INSURE THAT PARTNER SLA SUPPORTS REQUIREMENTS & VISION
MATCHMAKER!
KEEP CREATIVE & TECH ALIGNED TO STRATEGY & BUSINESS OBJECTIVES PARTNER WITH CLIENT PROCUREMENT & IT DISCUSS INTEGRATION OF SERVICES WITH CLIENT & 3RD PARTIES
CONNECTOR!
DEVELOP ROADMAP IDENTIFY OPPORTUNITIES TO LEVERAGE ROADMAP ITEMS THINK FUTURE FORWARD ABOUT THE PLATFORM
CREATOR!
A COMMON METHODOLOGY!
WE DON’T ALL SPEAK !THE SAME LANGUAGE!
BUSINESS OBJECTIVES!BRAND PRIORITIES!
ROI + KPIs!EFFORT + $!
!
WHY AGILE? !
WHY AGILE?!
A NON-TECHNICAL, COMMON LANGUAGE
A FOCUS ON FEATURES & BUSINESS VALUE
THE ABILITY TO RAPIDLY EVOLVE & RE-PRIORITIZE
RELATIVE SCALES THAT ADAPT TO YOUR GROUP
AGILE ARTIFACTS!
THEME
EPIC
USER STORY
TACTIC
ACTION
A TOP LEVEL CATEGORY FOR RELATED (BUT NOT INTERDEPENDENT) EPICS OR STORIES
A GROUP OF DIRECTLY RELATED USER STORIES
A FEATURE DESCRIBED FROM THE USER POV
MAPPING MARKETING SPEAK!
THEME
EPIC
USER STORY
BUSINESS OBJECTIVE (WITH KPIs)
TACTIC
ACTION
INCREASE TOP OF MIND AWARENESS IN CATEGORY INCREASE MARKET SHARE BY X%
USE PAID SEARCH TO GAIN VISIBILITY THROUGH RELATED SEARCH TERMS
RETURN BRAND RESULT UPON SEARCH OF “X”
AGILE BRAINSTORMING + PROTOTYPING!
THEME BRIEF DELIVERED BY BRAND
STRATEGIST OR ACCOUNT
EPIC DERIVED FROM BRIEF OR
DEVELOPED IN BRAINSTORM
AS A USER I CAN USE A BRANDED APP TO LEARN ABOUT & COMPARE BRAND X, ACCESS INCENTIVES & PURCHASE IT DIRECTLY
AS A USER I CAN LEARN ABOUT PRODUCT USES THROUGH A SERIES OF “HOW TO” VIDEOS
AGILE BRAINSTORMING + PROTOTYPING!
AS A USER I CAN SAVE MY FAVORITE HOW-TO VIDEOS TO A PLAYLIST
AS A USER I CAN SHARE MY FAVORITE HOW-TO VIDEOS TO FACEBOOK & TWITTER
AS A USER I CAN CLICK TO DIRECTLY PURCHASE PRODUCTS FEATURED IN A VIDEO
STORY POINTS (EFFORT): 1-10 BUSINESS VALUE: 1-100
PRODUCT BACKLOG
100 CLICK TO PURCHASE
90 SHARE TO SOCIAL
50 SAVE TO PLAYLIST
50 …
40 …
40 …
35 …
20 …
15 …
15 ..
50/4
90/1
100/2
AGILE BRAINSTORMING + PROTOTYPING!
AS A USER I CAN SAVE MY FAVORITE HOW-TO VIDEOS TO A PLAYLIST
AS A USER I CAN SHARE MY FAVORITE HOW-TO VIDEOS TO FACEBOOK & TWITTER
STORY POINTS (EFFORT): 1-10
90/1
BUSINESS VALUE: 1-100
50/4
AS A USER I CAN CLICK TO DIRECTLY PURCHASE PRODUCTS FEATURED IN A VIDEO
100/2
PRODUCT BACKLOG
100 CLICK TO PURCHASE
90 SHARE TO SOCIAL
50 SAVE TO PLAYLIST
50 …
40 …
40 …
35 …
20 …
15 …
15 ..
SHIP
ROADMAP
WE ARE THE FUTURE.!• TECHNOLOGY IS A RED THREAD • WE CAN INFLUENCE HOW, WHEN & WHERE WE ENGAGE WITH
CONSUMERS • WE NEVER STOP TEACHING. WE NEVER STOP LEARNING. • WE CAN EVOLVE HOW OUR ORGANIZATIONS WORK
