Finding Guinness

Finding Guinness

RANDALL NOVAL!APRIL 1, 2014!

Business Problem

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Constraints!!Budget!!Timeline (launch within 6 months)!!Communication channels (alcohol brand)!Cannot show preference!

Client!!Push boundaries!!Connect with Believers through technology!

Goals!!Increase brand awareness!!Increase engagement (interactions with brand)!!Increase revenue!

THE “5-D” FRAMEWORK

DISCOVER!DEFINE!DESIGN!DEVELOP!DEPLOY!

PROUD!PASSIONATE!INFLUENCER!

Discover - Who

Discover - Who

67% Male!25 - 54

60%!

72%!Kid-less

6 http://audiences.visualdna.com/visualdna/brands/drinks_uk/guinness  

Discover - What

Mobile growing!

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Discover - Challenge How can we better engage Guinness Believers?!!What innovative ways can we help them find Guinness?!

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Alcohol brands don’t advertise where to buy!!Cannot show preference!

Discover - Challenge

Contextualized!Localized!

Personalized!

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Discover - Idea

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Define – Use Cases

Plan events! Find new locations!

Single platform!2 views!

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Define – Scope & Plan

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Define  deliverables

Create  the  scope

Create  the  project  plan

Keep  the  project  moving!

Design - Value Exchange Fans Find Guinness!!

Higher sales & brand engagement!

Fans find better pubs!!

Higher brand engagement!

Emotional benefit!!

Actionable data for the sales team!

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Develop - Data Dive

Diageo distributer data warehouse!

Guinness retailer location data!

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Develop - Deeper Dive

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Create relationship with data curator!

Understand core data processes!

Extract & clean relevant data!

Deploy - Bringing it together

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Did it Work?

Met business goal of increasing engagement by providing new communication channel!

(~50k pub ratings total)!

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Proven value-exchange!(~3k visits + ~500 ratings!

/ month)!

THE “5-D” FRAMEWORK

DISCOVER!DEFINE!DESIGN!DEVELOP!DEPLOY!

THE “5-D” FRAMEWORK

DISCOVER!DEFINE!DESIGN!DEVELOP!DEPLOY!!FUTURE!

Future – Increase ROI

Increase value of investment!

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Extend platform to other brands!

Future – Value Exchange

Increase quality of value exchange!

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Integrate 3rd party data for increased value as single point of expertise!

Future – Brand as an API

Increase impact of unique data sets!

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License access to data unique to brand!!Enable secondary marketplace around brand data!

Thank You

RANDALL NOVAL!HTTP://LINKEDIN.COM/IN/RJNOVAL!!

PRESENTATION!HTTP://BIT.LY/ETANDRANDALL!