Elevated - Cargo Cult Marketing

ELEVATED

YOU DOTHE SAME

THING

CARGO CULT MARKETINGPURSUING POPULAR TACTICSWITHOUT UNDERSTANDING

WHY THEY WORKED.

HOW DO WEAVOID CARGO CULT

MARKETING?

USE THE DATA

SHARE THE DATA

GET THE DATA

YOU EITHERMAKE THEREPORTS

OR YOUGET THEREPORTS

I FEEL CONFIDENT THATMY REPORTING DRIVES

RELEVANT, MEANINGFUL BUSINESS DECISIONS.

YOURREPORTS

SUCK

RAISE YOUR STANDARDS

TWO TYPES OF REPORTS

1) STATUS REPORT

2) FUNCTIONAL REPORT

A FUNCTIONAL REPORTANSWERS THE QUESTION

“SO WHAT?”

MOST MARKETERS ARE DOING THE FIRST

BUT THINK THEY ARE

DOING THE SECOND.

MOST MARKETERS ARE DOING THE FIRST

BUT THINK THEY ARE

DOING THE SECOND.

CONTEXT

INSIGHT

DATA

ACTION

DATA

IF YOU DON’T KNOW YOUR NUMBERS,

YOU DON’T KNOWYOUR BUSINESS.

- MARCUS LEMONIS

My boss doesn’t “Get” marketing“MY BOSS DOESN’T‘GET’ WHAT I DO.”

GETCLOSER TO

THE MONEY.

WHAT GETSMEASURED

GETS MANAGED.- LORD KELVIN

(KINDA)

ACTIONABLEDATA CONNECTS

MARKETING ACTIONSTO BUSINESS GOALS

WHAT MAKES IT“ACTIONABLE”?

WHAT ABOUT AWARENESS?

ONLINE TO OFFLINE

OUR SYSTEMS DON’T TALK

THAT DATA IS PRIVATE

WE’RE NOT TRACKING IT

FROM ANOTHER DEPARTMENT

THE BEST WAY TO GET THE RIGHT ANSWER ON THE INTERNET IS NOTTO ASK A QUESTION;

IT’S TO POST THEWRONG ANSWER.

- WARD CUNNINGHAM

@CHRISPRENDERCHRIS@CLICKRAIN.COM

EVERY DECISIONIS EASIER WITH

THE RIGHT DATA.

CONTEXT

SPARKLINES

#1

FOCUS ON THE TOP TWO THINGS YOUR

COMPETITOR IS DOING SIGNIFICANTLY BETTER THAN YOUR COMPANY.

- AVINASH KAUSHIK

INSIGHTS

ANSWERS “SO WHAT”?

INSIGHT IS KNOWINGWHAT’S IMPORTANT AND WHAT’S NOT IMPORTANT.

A FOOLISHCONSISTENCY ISTHE HOBGOBLINOF LITTLE MINDS.- RALPH WALDO

EMERSON

#5

ACTION

EVERY DECISIONIS EASIER WITH

THE RIGHT DATA.

DATA

DATA CONTEXT

DATA CONTEXT

INSIGHT

DATA CONTEXT

ACTION INSIGHT

YOUR REPORTS AREA LITTLE BETTER.

AVOID CARGO CULTS.MAKE YOUR MARKETINGPROVE THAT IT WORKS.

INCREASE YOUR BUDGET

EVERY DECISIONIS EASIER WITH

THE RIGHT DATA.

GET YOU PROMOTED

EVERY JOB DESCRIPTION IS THE

SAME. YOUR JOB IS TO MAKE YOUR BOSS

LOOK GOOD IN FRONT OF THEIR BOSS.- MERLIN MANN

GIVE YOUR BOSSTHE AMMO TO MAKE

REVENUE-GENERATING DECISIONS.

JK JOHNNY WATPITT

ELEVATE MARKETING

MARKETING DELIVERSTHE CHOCOLATE AND

CIGARETTES EVERY DAY.AND YOU CAN PROVE IT.

ELEVATED@CHRISPRENDER