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Data-Driven Marketing and Product Development at TOC


Image by Rachel Ford James
Data-driven Marketing and Product Development | Tuesday, 2/15/11

Emily Sawtell (McGraw-Hill International Publishing Group), Brett Sandusky (Kaplan Publishing)

Today’s digital offers publishers an incredible opportunity to reach the consumer with product information, but just as easily capture important customer feedback that can drive new product innovation. Join Kaplan’s Brett Sandusky and McGraw Hill’s Emily Sawtell in this session on how to aggregate and analyze consumer data to meet new market expectations.

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Product development and marketing should be a cyclical process revolving around data and insights at every point.

Prepare -> Research/Analyze -> Ideate -> Prototype/Assets -> Design/Develop -> Launch/Market -> Sales/Service -> Start over using data/insights from process

Data-driven marketing campaign
Planning
– Define specs
– Define analytics
– Define how/when/to whom data will be delivered
– Specify success metrics
Design
– Viz review
– Copy/content
– Approvals
Execution
Launch
– Monitor performance as it’s happening
– Respond to customers when appropriate
– Daily SEO checks
Post
– Collect and compile all data
– Analyze against success metrics
– Apply to next campaign/product

Learn from first attempts

Emily Sawtell – Data-Driven Marketing and Product Development – TOC


Image by Rachel Ford James
Data-driven Marketing and Product Development | Tuesday, 2/15/11

Emily Sawtell (McGraw-Hill International Publishing Group), Brett Sandusky (Kaplan Publishing)

Today’s digital offers publishers an incredible opportunity to reach the consumer with product information, but just as easily capture important customer feedback that can drive new product innovation. Join Kaplan’s Brett Sandusky and McGraw Hill’s Emily Sawtell in this session on how to aggregate and analyze consumer data to meet new market expectations.

____________________________________________________________________________________

Product development and marketing should be a cyclical process revolving around data and insights at every point.

Prepare -> Research/Analyze -> Ideate -> Prototype/Assets -> Design/Develop -> Launch/Market -> Sales/Service -> Start over using data/insights from process

Data-driven marketing campaign
Planning
– Define specs
– Define analytics
– Define how/when/to whom data will be delivered
– Specify success metrics
Design
– Viz review
– Copy/content
– Approvals
Execution
Launch
– Monitor performance as it’s happening
– Respond to customers when appropriate
– Daily SEO checks
Post
– Collect and compile all data
– Analyze against success metrics
– Apply to next campaign/product

Learn from first attempts