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Why some departments lead, and others lag. This talk walks through the 4 axis of dominance which is accompanied by the 4 Axis test and framework. The 4 Axis framework aims to move teams and departments away from the tactical, and into the strategic by aligning daily operations with organisational goals and objectives.
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4 Axis of Dominance
Aziz MusaDigital Director – Pegasus
@azizmusa#4Axis
1.Analytically Minded2.Financially Driven3.Innovations Home4.Custodians of Beauty
MARKET
ORGANISATION
DEPARTMENT
INDIVIDUAL
MARKET
ORGANISATION
DEPARTMENT
INDIVIDUAL
ANALYTICALLY MINDED
Excessive Data
Inappropriate Data
No Data
Smart Analytics
What is analytically stupid
• Smartest guy in the room photo
“What are the 5 numbers you look at every day?”
5 Core KPIs
Primary Drivers
Secondary Drivers
Tertiary Drivers
Conversion
DO
N’T
IN
CLU
DE
INCL
UD
EConversion
Traffic
Source Mix
Acquisition Source
Location
Customer Mix
Behavioural (RV NV)
Technology
Orders
Mix
Category Mix
Product Mix
AOV
Pricing
Offer Codes
“Be analytically smart and ground your decisions in data”
FINANCIALLY DRIVEN
1. Line of sight2. Demonstrable Value
Indirect Impacts
Supplier Decisions
Window Dressing
Direct Impacts
Roadmap Decisions
Bug Decisions
Financial KPIsNet Revenue Profitability
Strategic objectives
Market dynamics
Internationalisation
Partnerships
Ownership status
VC – Cash balance
Private
Public
Exit strategy
Sale
Merger
IPO
M&A Activity
Buying
Being Bought
“Demonstrating value is as important as delivering it”
Investment Decisions
• Net Present Value• Rates of Return• Payback Period
INNOVATION'S HOME
Invention Creativity Innovation
Types of Innovation
Radical
Transformative
Incremental
Product Process Service
The Innovation Landscape
Product
NPD
Modified Products
Design
Dark Pattern (!)
Usability
Acquisition
In App
Trade Shows
Sales
Promos
Upsell
Marketing
Targeting
Positioning
MESSAGING
MEASUREMENT
Own The Innovation Process
Ideation Delivery Diffusion
PRODUCT DEPARTMENT
TECH DEPARTMENT
MARKETING DEPARTMENT
INNOVATIONS
PRODUCT DEPARTMENT
TECH DEPARTMENT
MARKETING DEPARTMENT
INNOVATIONS
INNOVATIONS
University
Machine SupplierProd Supplier
Tech Partner
Acquisition partner
PR Agency
CUSTODIANS OF BEAUTY
Beauty
“Hear my soul speak. Of the very instant that I saw you, Did my heart fly at your service” The
Tempest. William Shakespeare
Types of Beauty
Imagery Experience Message Copy
Types of Beauty
Imagery Experience Message Copy
Types of Beauty
Imagery Experience Message Copy
Types of Beauty
Imagery Experience Message Copy
Types of Beauty
Imagery Experience Message Copy
Is it BEAUTIFUL?
“Beauty is not a number. It’s a trainable emotion”
“Stuff your head with all sorts of different things from various fields”
Ray Bradbury
1.Analytically Minded2.Financially Driven3.Innovations Home4.Custodians of Beauty
The 4 Axis TestFinancial
Analytic
Innovation
Beauty 0
5
10
YouYour DepartmentYour Organisation
The 4 Axis TestFinancial
Analytic
Innovation
Beauty 0
5
10
YouYour DepartmentYour Organisation
Financial Innovation
Analytic Beauty
Left Brain Right Brain
DominatorFdAdIdBd
SubservienceFsAsIsBs
Money MindedFdAsIsBs
Left BrainiacFdAdIsBs
VC EntrepreneurFdAdIdBs
ArtistFsAsIsBd
Right BrainiacFsAsIdBd
DeliverersFsAdIdBd
The 4 Axis TestFinancial
Analytic
Innovation
Beauty 0
5
10
YouYour DepartmentYour Organisation
Fd Is
Ad Bs
Left BrainiacFdAdIsBs
Financial
Analytic
Innovation
Beauty 0
5
10
YouYour Department
The 4 Axis Test
Fs Id
As Bd
Right BrainiacFsAsIdBd
4 Axis of Product Dominance
Aziz MusaDigital Director – Pegasus
@azizmusa#4Axis
4 Axis of Product Dominance
Aziz MusaDigital Director – Pegasus
@azizmusa#4Axis
APPENDIX
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Dumb analytics
• Mega dashboards• Single stat• Irrelevant data
Single obscure statistic. Freakonomics cover
Measuring irrelevant things. Example, dwell time