Putting Digital Back in the Boardroom

11iris Worldwide © 2017
Putting Digital Back in The
BoardroomAdam Abrahami
Customer Strategy Consultant + Data Driven Marketing Specialist
T: @Adam_Abrahami
E: adam.abrahami@iris-worldwide.com
#SMWDigitalMetrics
#SMWDigitalMetrics | @irisWorldwide | @Adam_Abrahami

• KPI + Objective Setting:
How to turn picking a number into a relationship building tool that elevates your activity and profile
• Metric Selection:
The difference between a KPI and a measurement metric. Which metrics you should pay attention
to, and which you should forget about. Rules of thumb for what type of metrics work best in
different situations.
• Stakeholder buy-in:
How to engage senior stakeholders early on and get their buy in and package up results in a way
that will tie back to these conversations.
• Presentation:
How to present results of a complex program in a single page that
executives can follow and make sense of.
What we want to get out of today

“What does this mean?”
The most disheartening thing to hear

Too Many
Objectives
All Metrics
Created Equal
No Goal
Prioritization
Lack of
Learning
Agenda
No Business
Context
Focusing on
the Past
Common traps to avoid

Step one: What does the business care about?

Holistic
Business
Impact
Purpose
Pledge
ProfitPeople
Participation
Holistic
Campaign
Performance
Participation
Profit
EfficiencyInsight
Scale
Or…

Step two: Define your learning agenda

Roll-OutQuestionPilot
Does it work at
all?
Are we improving
performance?
What is long-
term business
impact?
Have we defined
best-practices?
Are we able to
scale effectively?
How are we
making it cost-
effective?
Step two: Define your learning agenda

Step three: Define your activity goals, tactics, and metrics

Strategy
Objectives
Goals
Tactics
Measures
“This looks
SO Good To Me”

Getting our hands dirty.

Step four: Define your audience(s) needs

Audience profiling:
1. What they asked for
2. What they want
3. What they really need
“Campaign Evaluaton”
“Show my boss I’m great”
“Optimization guidance”

Campaign Manager
“Did we deliver”
• Short-term perspective
• Details they were
involved in
• What worked/what
didn’t
• How we’re optimizing
Function Lead
“Did we learn anything?”
• Mid-term perspective
• How it impacted
business
• What are opportunities
to scale
• Lessons for rest of
business
Board Members
“What does this do for
business?
• Long-term perspective
• What could this do for
the business?
• What do we need to
deliver this?
• How are we optimizing
cost to implement?

Campaign
Manager
Function
Lead
Board
Members

Campaign Manager
“Did we deliver”
• Detailed report with
specifics of what
worked and what didn’t
• Shareable success
summaries
• 15-40 slides
Function Lead
“Did we learn anything?”
• Achievements +
Learnings
• Business impact
summary
• Implications for
rest of business
• 3-10 slides
Board Members
“What does this do for
business?
• Business Impact
• Long-term implications
• Size of prize
• Actions
• 1-3 slides (ideally 1!)
Step five: Decide how to present information

Examples of shareable summaries
Campaign
Manager
Function
Lead
Board
Members

Campaign
Manager
Function
Lead
Board
Members

WEIGHT POINTS
Attract 25% 57 14
Engage 25% 68 17
Activate 25% 57 14
Performance 25% 33 8
53/100
PERFORMANCE
Frank's RedHot
''Rate and review recipes, Special offers, exclusive newsletters,
recipes and product content''
How we present our evaluations today
Relative Importance:
The width of a segment indicates the
relative importance of this element.
This applies to both the master
categories, and the sub-categories
beneath it.
Scoring:
The length of a segment shows how
well the environment is performing
against that specific criteria. Extending
closer towards the edge of dial
indicates closer to ideal performance.
If an element reaches the edge, it
means it is scoring 10/10 vs.
KPIs/Expectations/Benchmarks etc.
Opportunity:
The white space indicates
where the major
opportunities lie.
When we have prioritized an
area of focus we highlight it
in green as shown.
ITEM WEIGHT SCORE TARGET POINTS
Presence on .Com 17% 4 5 80
CTAs 17% 4 5 80
Clarity 17% 2 5 40
Value 17% 2 5 40
Welc. Email 17% 3 5 60
Welc. Delivery 17% 2 5 40
Recipes 20% 4 5 80
Product 20% 4 5 80
Partner Content 20% 2 5 40
Lifestyle / Interestes 20% 3 5 60
Video + Imagery 20% 4 5 80
Coupons 17% 4 5 80
Loyalty Program 17% 1 5 20
Competitions + Experienes 17% 3 5 60
eCommerce 17% 4 5 80
Social + Microsites 17% 4 5 80
App/Games 17% 1 5 20
List Size 25% 2 5 40
Spam (% Not Spam) 25% 2 5 30
Read Rating 25% 1 5 20
Frequency 25% 2 5 40

• Step one: What does the business care about?
Identify your business priorities. Prioritize these in terms of how important/relevant each one is to your activity.
• Step two: Define your learning agenda
PQR: Which phase is your activity? What are you trying to prove in order to move to the next stage?
• Step three: Define your activity goals, tactics, and metrics
Mutually exclusive, comprehensively exhaustive. Tactics beneath each goal, proxy/performance indicators for
each tactic.
• Step four: Define your audience(s) needs
Give them exactly what they need! Not a one-size-fits all approach. Make sure that both near, and long term
implications are addressed.
• Step five: Decide how to present information
Make it shareable. Should be able to live in an email body. Share format with key stakeholders early so they
understand it and know how to interpret.
Steps to success

Thank you!
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Putting Digital Back in the Boardroom

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