Marketing’s Shift from Waterfall to Agile - March 11, 2012 @ 11 am http://schedule.sxsw.com/2012/events/event_IAP100057
, Exec Director, Social Media, Dell
James M Smith, Vice President, Advertising Sales, Disney
Jascha Kaykas-Wolff, CMO, Mindjet+Jennifer Zeszut
, CEO, Beckon (formerly with ScoutLabs)+Shiv Singh
, head of digital, PepsiCo
* Agile based on iteration. Small, fast-moving collaborative teams.
- Focus on simplicity and visibility at a granular level.
* Dell looks at paid (planned and real-time), earned and shared social media measurements
* The implications and challenges are massive to move to an agile system for brands and companies
* Marketers need to be thinking about scrum and lean. Think about process adoption.
* Mindjet has a strong focus on hiring writers to tell the brand story.
* Dell has an agency for every marketing discipline (PR, paid, search, etc)
- They are trying to align those agencies/teams.
- Dell looks at costs of conversion (clicks and calls)
* Real time is changing metrics and job functions
* CMOs have to also basically function as CIOs/CTOs
* Agile requires far more transparency than most people are comfortable with
* Agile is the death of the "grand unveil"
* Marketing has always been based on campaigns and flights.
* We need to rewire our thinking and actions
* Corporate budgeting process needs to adapt to take advantage of real-time opportunities.
* Pepsi uses digital brand health metrics
- Do correlations to see how it translates into offline brand
* Dell looks at KPI of fan value
- Know what it costs to acquire
- Going to release data of spending, fans vs non-fans
- However, it's hard to show brand value and other intangible benefits of social media presence.
- A single metric is aspirational, we will probably never get there.
* For Dell, last click attribution is a key tracking goal
* Disney is very focused on mobile and local based. Allowing us to understand the earned media that created conversions.
* GRPs (Gross Ratings Points) are the currency of TV media buying.
- Online buying not connected to TV process
- We need standards. Comscore and Nielsen are moving in this direction.
- Shiv talked about GRPE (Gross Rating Points Engagement)
- Need to measure with an engagement quotient