This document provides an overview of the Digital Business Healthcheck service offered by Hewson Group. The Healthcheck is a diagnostic engagement to identify how a company can better tap into undiscovered value through advanced digital practices. It focuses on how digital technology can help make products and services better, create business efficiencies, sell products in new ways, and express the company brand more effectively. The Healthcheck involves auditing a company's digital practices, asking questions of key stakeholders, conceptualizing impact scenarios, and building consensus on a prioritized digital strategy and plan.

1. H HEWSON | GROUP
Digital Business HealthcheckSM
March, 2016
© 2016 Proprietary & Confidential 1
Creating New Value from Within

2. H HEWSON | GROUP
Today’s pace of change
There is urgent pressure for digital spend by companies in
support of their customers (and in many cases, their
customers’ customers)
A rapidly accelerating global cultural evolution is creating
new customer behaviors and expectations
– Social Media, Mobile, Cloud Computing, Big Data, Privacy
Company annual planning cycles are being outpaced by
market change
– “Scalable and repeatable” being chased by “test and learn”
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It’s a complicated situation
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How can you
create, sustain
and ensure a
digital business
advantage with
such rapidly
advancing
complexity?

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Introducing the Digital Business Double Check
Definition:
A diagnostic engagement to discover, conceptualize, and improve digital
business practices in order to grow your profits measurably
Result:
We identify how to tap the undiscovered, unique company
value that advanced digital practices can provide within
your company today.
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How do we add value?:
The relentless pursuit of “Why?”

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Is it time to double check?
Can you answer “Yes” to each of these confidently?
 Your brand is represented consistently and effectively throughout
your customers’ lifecycle
 You have a defined roadmap for the evolution of digital practices in
your organization over the next 3 years
 You’ve aligned and prioritized ALL your digital efforts for efficiency
and opportunity
 The voice of your customer is integrated into your strategic decision
making
 You’re measuring the performance of your digital investments
consistently across your company in pursuit of aligned goals
If not, it’s time to consider a digital Double Check
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Preparing for a healthy digital future
Q:
How will your brand and business be translated for tomorrow’s
customers?
A:
By establishing digital “horizon goals” that articulate your
business most effectively to your most valuable customers
Once these long range goals are established, interim planning
milestones can be aligned with a measurement strategy that
keeps you on pace
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Our four focus areas for diagnosis
Digitally-enabled companies focus their efforts in four ways:
1. To make products and services better: digital innovation
2. To create more efficiency in existing business processes
3. To sell or merchandise products and services in new ways
4. To express the company brand more effectively
Our Digital Healthcheck determines how each of these objectives are being
accomplished by your organization and which are most suited for holding
untapped value through digital solutions application.
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Avenues for diagnostic exploration
Marketplace
Forces
Brand
Promise
Business
Goals
Customer
Needs
Digital Value
Opportunity
Competitive
Environment
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Our pursuit of
insight takes many
directions, both
customer, external,
and internal facing

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Healthcheck results to be expected
 A Vision: New insight into the holistic role of digital across your
organization and customer lifecycle - both now and towards
your potential on the horizon
 A Context: Understand how digital technology trends will
impact various parts of your business in the next 3-5 years
 A Plan: A set of prioritized, quantified digital business value
drivers, custom articulated for your company’s unique situation,
objectives and customers
 Peace of Mind: Understanding how digital can play a more
valuable role in your business in coming years
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1.
Audit
(knowing what to
listen for and
capture)
2.
Inquire
(asking the right
questions of the
right people and
data)
4.
Consensus
(creating
organizational
alignment and
momentum)
3.
Concept
(devising impact
scenarios for
consideration)
Our proven diagnostic method: sample activities
 Digital Brand Audit
 Market Sizing
 Customer Segments
 Competitors
 KPI definition
 Tech Review
 Budget Planning
 Business Case
 Vision-ware
 Executive Sell-in
 Stakeholder Q&A
 Digital Practices
Evaluation
 Business Model
Gap Analysis
 Segment Needs
Mapping
 Horizon Goals
 Scenario Planning
 Ideation
 Data Leverage
Opportunities
 Brand Expression
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Typical H|G strategy engagement work flow
Time
FTEEffort
Audit Inquire Conceptualize Consensus
We work well independently or as part of a collaborative client team
(length dependent on complexity of need)
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Team Model
• Bill leads all client engagements for Hewson|Group
– Bill will act as lead strategist and daily project lead
• Audit period will define any additional resource needs
• Additional resources may be recommended, e.g.
– UX designer/Information Architect
– Graphic designer
– Statistical data analyst
– 1st party research expert
– Technology architect
– Project manager/strategy support
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Hewson|Group Strategy Credentials
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Hewson|Group “Making things better with digital since 1987”SM
• Created in 2011 to provide strategic digital services
– Founded on a 25 year strategic marketing & agency record
• Enterprise-scale digital strategy heritage
– Last 17 years leading digital strategy exercises for Fortune 100s
– Marketing strategy leadership roles: Modem Media, Digitas, Tribal DDB, Carat
• Global digital marketing strategy best-practices
• Customer- and user-needs biased
• Innovating with advanced digital technologies and practices
• Digital expertise across the customer lifecycle
– digital brand expression
– demand creation and capture
– lead acquisition and nurturing
– retention and LTV optimization
– data usage and permissions planning
– “always on” customer support
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Hewson|Group Strategy Focus
Applying advanced digital strategy for more than 15 years
• Social B2B Online Community = 1996 (AT&T Worldnet)
• Mobile Acquisition Strategy = 1997 (AT&T Wireless)
• eCRM MVC Retention Strategy = 1998 (Starwood)
• Enterprise Digital Strategy = 2004 (American Express)
• Segment Digital Strategy = 2007 (Ernst & Young)
• Global Digital Strategy = 2010 (Otis Elevator), 2012 (GM)
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Hewson|Group : “What’s Next” 
Four themes for the future:
• The increasing role of “data” in our lives
• Transparency is changing the world’s marketplaces
• Privacy is becoming a malleable concept culturally
• Growing importance of knowing your customer
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Strategy
Platforms
ProgramsChannels
Analytics
Scope of Consulting Services
H|G Clients
/
Proven Digital Strategy Leadership
Specializing in
 Trend analysis: future-proofing
 Solutions conceptualization
 Business case/stakeholder rationale
 Executional preparedness
 Business diagnostics
 Data leverage models
Hewson|Group Marketing Services at a glance
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18. H HEWSON | GROUP
Thanks, let’s get started!
Bill Hewson, CEO @ Hewson|Group
bill@hewsongroup.com
1.203.610.4649
@bill_hewson
18Bill 