Social Desirability Effects in Market Research Effectiveness
Chuck Hemann SXSW2015
1. Intel Confidential — For Internal Use Only
Scaling Digital Analytics Around the Globe
PreCommerce Summit
Chuck Hemann
March 12, 2015
2. Intel Confidential — For Internal Use Only
2
Steve gave Global Marketing
THREE jobs for the year
Becky identified FIVE priorities for
the year for her Staff
One of those jobs included being a
data driven marketing organization
AWESOME! I CAN DO THAT!
3. Intel Confidential — For Internal Use Only
3
Oh, and everything
we do has to be
scalable to all of our
geographies…..
Our measurement
framework, our
reporting structure,
our tools can’t only
work in the U.S.
4. Intel Confidential — For Internal Use Only
4
How do you begin to tackle those two goals?
5. Intel Confidential — For Internal Use Only
5
How do you get started down the journey
of scaling digital analytics around the
globe?
1. Strong commitment from senior leadership
2. Willing and able partners in the GEOs
3. Metrics standardization – Framework that works EVERYWHERE
4. Common taxonomy for all media channels… worldwide
5. Global capabilities stack
6. Stakeholder commitment to read, optimize on a similar cadence
7. Embracing the connected network
versus hub and spoke
6. Intel Confidential — For Internal Use Only
6
What are we still building?
1. The ability to work with (even more) speed
2. Bringing the data sources together to tell a comprehensive story
3. Procuring data in more challenging markets (PRC)
4. Tools and insights training
5. Developing analytics muscle memory and talent
6. Building test and learn into everything we do
7. Intel Confidential — For Internal Use Only
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What are we
still building?
How are we measuring it?
GEO stakeholders have the processes, data and people in place in
order to develop insights that contribute to better marketing programs
