1. Finding Guinness
RANDALL NOVAL!
APRIL 1, 2014!

2. Business Problem
2
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!

3. THE “5-D” FRAMEWORK
DISCOVER!
DEFINE!
DESIGN!
DEVELOP!
DEPLOY!

4. PROUD!
PASSIONATE!
INFLUENCER!
Discover - Who

5. Discover - Who
67% Male!
25 - 54
60%!
72%!
Kid-less
6
http://audiences.visualdna.com/visualdna/brands/drinks_uk/guinness

6. Discover - What
Mobile growing!
7

7. Discover - Challenge
How can we better engage
Guinness Believers?!
!
What innovative ways can
we help them find Guinness?!
8
Alcohol brands don’t
advertise where to buy!
!
Cannot show preference!

8. Discover - Challenge
Contextualized!
Localized!
Personalized!
9

9. Discover - Idea
10

10. Define – Use Cases
Plan events! Find new locations!
Single
platform!
2 views!
12

11. Define – Scope & Plan
13
Define
deliverables
Create
the
scope
Create
the
project
plan
Keep
the
project
moving!

12. 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!
15

13. Develop - Data Dive
Diageo
distributer data
warehouse!
Guinness retailer
location data!
16

14. Develop - Deeper Dive
17
Create relationship
with data curator!
Understand core
data processes!
Extract & clean
relevant data!

15. Deploy - Bringing it
together
19

16. 20

17. Did it Work?
Met business goal of
increasing engagement by
providing new
communication channel!
(~50k pub ratings total)!
21
Proven value-exchange!
(~3k visits + ~500 ratings!
/ month)!

18. THE “5-D” FRAMEWORK
DISCOVER!
DEFINE!
DESIGN!
DEVELOP!
DEPLOY!

19. THE “5-D” FRAMEWORK
DISCOVER!
DEFINE!
DESIGN!
DEVELOP!
DEPLOY!
!
FUTURE!

20. Future – Increase ROI
Increase value of
investment!
24
Extend platform to
other brands!

21. Future – Value Exchange
Increase quality of
value exchange!
25
Integrate 3rd party
data for increased
value as single point
of expertise!

22. Future – Brand as an API
Increase impact of
unique data sets!
26
License access to data unique
to brand!
!
Enable secondary marketplace
around brand data!

23. Thank You
RANDALL NOVAL!
HTTP://LINKEDIN.COM/IN/RJNOVAL!
!
PRESENTATION!
HTTP://BIT.LY/ETANDRANDALL!