Workshop with 30 students looking at the how data can drive cultural change, creativity and commercial results in a large, global brand.

1. CULTURAL, CREATIVE &
COMMERCIAL USES OF DATA
© VERVE IQ LIMITED 2017 1
CREATIVE DATA ACADEMY
PIPA UNSWORTH | 12 APRIL 2017

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3. AGENCIES
We work with digital,
integrated and media agencies
looking to create or upgrade
their customer engagement and
CRM capabilities.
BRANDS
We work with innovative brands
looking to transform their
business and modernise their
CX/CRM strategy and data-
driven marketing activities.
3
STARTUPS
We work with pioneering,
early-stage companies that are
seeking to find their product-
market fit, engage with their
audience and scale their
business.
VerveIQ is strategic growth consultancy that helps brands, agencies and startups
build meaningful propositions and valuable relationships that deliver sustainable growth.
© VERVE IQ LIMITED 2017

4. 90 MINS...
WELCOME
Intros | Inspiration | Brief
WORKSHOP
Group Exercise | 3 Teams
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WRAP UP
Idea Exchange

5. WELCOME INTRODUCTION,
INSPIRATION & BRIEF
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7. PASSION LED YOU HERE.
WHERE WILL IT LEAD YOU NEXT?
“Every day, we create 2.5 quintillion bytes of data - so much that 90% of the data in the world today has
been created in the last two years alone.” [Source: IBM]
Data at this scale can transform but also overwhelm.
Companies are recognising the need for leaders that champion data across the businesses.
The Chief Data Officer is an emergent role that provides the leadership necessary to deliver data-driven
growth and meaningful innovation.
The CDO has board-level responsibility and a broad remit orchestrating business, technical and operational
capabilities around an overarching goal to drive value from data. Amongst many responsibilities, they:
⌵ Lead the charge in creating a data-driven culture
⌵ Champion the use of data to innovate and inspire creativity
⌵ Identify and communicate the commercial value of data
By 2019, 90% of companies will have a CDO. You’ll either work for one of them, or be one of them

8. HOW DO BIG BRANDS USE DATA?
Cultural
Break down silos
[data strategy]
Change the status quo
[transformation]
Widespread access
Creative
Inspire the creative process
[segmentation]
Improve relevancy
[dynamic content]
Test and learn vs gut feel
Commercial
Drive results from data
[personalisation]
Shared objectives
[KPI framework]
Support decision-making

9. HOW DOES A BIG BRAND LIKE SAMSUNG USE DATA
TO SUPPORT A FLAGSHIP LAUNCH?
eStore Paid Search Paid Social 34 Countries
Web CRM Social Display
KPIs track performance across digital channels and markets:
TEASE
Registrations
UNPACKED LAUNCH POST-LAUNCH
Pre-Orders Sales NPS
KPIs track performance across campaign phases:

11. WORKSHOP GROUP EXERCISE
3 TEAMS
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Tell me and I forget.
Teach me and I remember.
Involve me and I learn.
Benjamin Franklin

13. THE BRIEF
CULTURE
How can data drive behaviour and
help teams work better together?
CREATIVITY
How can data support a flagship
launch?
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COMMERCIAL
How can data drive results and ROI?
Consider how data can drive culture, creativity and commercial results in a large, global brand.
Think about:
Cadence: who needs data and how often?
Access: who should have access to data?
Accountability: who owns the data and who’s
responsible for sharing it?
Think about:
Innovation: how can data drive new ideas?
End-to-End Campaign: From Planning, to
Execution & Review
Insights: Segmentation & Personalisation
Think about:
Measurement Framework: What KPIs should
we track throughout the campaign?
Performance: Channel vs Market metrics
Context: Using data to support decision
making (benchmarks, targets, context)

14. GROUP 1: CULTURE
Think about:
⌵ Who needs data and how often do they need it?
⌵ How should they access and use data?
⌵ Who owns the data and who’s responsible for sharing it?
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Q. HOW CAN DATA DRIVE BEHAVIOUR AND HELP TEAMS WORK BETTER TOGETHER ?

15. GROUP 2: CREATIVITY
Think about:
⌵ How can data drive innovation and new ideas?
⌵ How can data support campaign planning, execution and review?
⌵ How can data drive customer insight, segmentation and personalisation?
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Q. HOW CAN DATA SUPPORT A FLAGSHIP LAUNCH ?

16. GROUP 3: COMMERCIAL RESULTS
Think about:
⌵ What KPIs should be tracked throughout the campaign?
⌵ What channel and market metrics are most useful?
⌵ How can data support decision making?
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Q. HOW CAN DATA DRIVE RESULTS AND ROI ?

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Not everything that can
be counted counts.
And not everything that
counts can be counted.
Albert Einstein

18. WRAP UP IDEAS EXCHANGE
TAKEAWAYS
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19. IDEAS EXCHANGE
GROUP 1:
CULTURE
How can data drive
behaviour and help teams
work better together?
GROUP 2:
CREATIVITY
How can data support a
flagship launch?
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GROUP 3:
COMMERCIAL
How can data drive results
and ROI?
How data can drive culture, creativity and commercial results in a large, global brand ?

20. EXAMPLE: KPI FRAMEWORK
TEASE
Registrations
UNPACKED LAUNCH POST-LAUNCH
Pre-Orders Sales NPS
Pre-order awareness Go live timings ATL Budget Support Experience
Drive to live stream Traffic & Conversion Sell Out Onboarding Experience
CRM Sends/OR/CTR CRM Sends/OR/CTR Account Registrations
Conversion rate Social Purchase Experience Loyalty App Usage
ConsistencyConsistency Consistency

21. EXAMPLE: DATA-DRIVEN CULTURES
#1 A data culture leverages an organisation’s two greatest assets; its people and its data.
#2 Humanise the data. People always want to know, “What does this mean for me?”
#3 Focus on data that supports decision-making and improving performance.
#4 Find quick wins and champions to get buy-in and demonstrate value.
#5 Visualisation goes a long way. So does automation.
#6 Be patient; culture change takes time.
Taken from presentation: www.slideshare.net/peepa/creating-a-data-culture

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23. GET IN TOUCH ! WWW.VERVEIQ.COM
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@peepa @verveiq
pipa@verveiq.com
www.linkedin.com/in/pipaunsworth
www.slideshare.net/peepa

24. STRATEGIC GROWTH CONSULTANCY