From the MarTech Conference in San Francisco, California, March 31-April 1, 2015. SESSION: The Role Of Technology In The Modern Creative Agency - Given by Fred Gerantabee, @GROOVEYORKCITY - Grey Group, SVP/Director of Creative Technology
7. 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!
8. 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!
13. 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
15. 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”
16.
17. 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
18. 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
…
50/4
90/1
100/2
19. 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
…
SHIP
ROADMAP
20. 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