Brand marketers are still taking their first steps into the digital world by migrating their traditional mindset into the new communication channels they have at hand. Traditional branding, being strongly based on reach & frequency, is being copied to digital branding initiatives, thus ignoring the great opportunity digital media provides, as a two-way communication channel, to further engage with their audiences.The book proposes a comprehensive measurement framework to help shape the mindset of the next generation of digital brand marketers and enable them to focus not only on brand exposure and its impact on sales, but also on the brand experience they can now create using digital media, and its impact on long term profitability.It guides you on a step by step through the five stages of the framework:1. Expose your brand2. Attract people to your brand territory3. Engage providing valuable experiences4. Retain attention over the long term5. Influence perception, intent or behaviorWe also provide the set of KPIs that need to be measured at each of the stages. KPIs are designed to fulfill two different needs: the need to optimize efforts on a day-by-day basis, and the need to assess high-level success at each of the stages of the framework. Finally, we'll help you bring accountability by surfacing the link between your online branding efforts and the most important outcomes expected from any branding campaign: to drive sales and to grow loyalty.

A 2019 Axiom Business Award winner. In The Customer Centricity Playbook , Wharton School professor Peter Fader and Wharton Interactive's executive director Sarah Toms help you see your customers as individuals rather than a monolith, so you can stop wasting resources by chasing down product sales to each and every consumer.

A blueprint for reinventing the core of your business Value in the next phase of the digital era will go to those companies that don't just try digital but also scale it. Digital@Scale examines what it takes for companies to break through the gravitational pull of their legacy organizations and capture the full value of digital. Digging into more than fifty detailed case studies and years of McKinsey experience and data, the authors, along with a group of expert contributors, show how companies can move beyond incremental change to transform the business where the greatest value is generated—at its core. The authors provide practical insights into the three pillars of digital transformations that successfully scale: reinventing the business model, building out a business architecture from the customer back into the organization, and establishing an 'amoeba' IT and organizational foundation that learns and evolves. This is the ideal guide for all leaders who recognize the power and promise of a digital transformation.

The Data and Analytics Playbook: Proven Methods for Governed Data and Analytic Quality explores the way in which data continues to dominate budgets, along with the varying efforts made across a variety of business enablement projects, including applications, web and mobile computing, big data analytics, and traditional data integration. The book teaches readers how to use proven methods and accelerators to break through data obstacles to provide faster, higher quality delivery of mission critical programs. Drawing upon years of practical experience, and using numerous examples and an easy to understand playbook, Lowell Fryman, Gregory Lampshire, and Dan Meers discuss a simple, proven approach to the execution of multiple data oriented activities. In addition, they present a clear set of methods to provide reliable governance, controls, risk, and exposure management for enterprise data and the programs that rely upon it. In addition, they discuss a cost-effective approach to providing sustainable governance and quality outcomes that enhance project delivery, while also ensuring ongoing controls. Example activities, templates, outputs, resources, and roles are explored, along with different organizational models in common use today and the ways they can be mapped to leverage playbook data governance throughout the organization. - Provides a mature and proven playbook approach (methodology) to enabling data governance that supports agile implementation - Features specific examples of current industry challenges in enterprise risk management, including anti-money laundering and fraud prevention - Describes business benefit measures and funding approaches using exposure based cost models that augment risk models for cost avoidance analysis and accelerated delivery approaches using data integration sprints for application, integration, and information delivery success

"Everything I wish I knew when I started out as a digital campaigner."A deep dive on digital advocacy for campaigners, communicators, and strategists. In five parts:1) Digital Communications Strategy2) Email Strategy3) Action Page Strategy4) List Building & Segmentation5) Pro TipsNow more than ever, the world needs more people whose expertise is to change the world. And if those skills aren't already specialised enough, to fuel a cause in 2020 you also need to magically be an expert in online giving, digital advocacy and engagement.While there's no shortage of digital strategy advice, how much of it should non-profits pay attention to? Which ideas that sound intuitive could actually be hurting your long-term engagement? What is leading millions of potential donors and online activists to tune out over time? At Animals Australia, we put a lot of theories to the test and busted plenty of myths. This book outlines what worked for us in practice.And here's the truth. A decade of trial and error, research, and pushing boundaries has revealed one universal insight. The real key to building digital power has less to do with tech than it does people. It's about relationships -- forged and nurtured at scale. Tap into the power that exists when communication, design, and tech meet empathy, respect, and a supporter-centric mindset.

Rethink your business for the digital age. Every business begun before the Internet now faces the same challenge: How to transform to compete in a digital economy? Globally recognized digital expert David L. Rogers argues that digital transformation is not about updating your technology but about upgrading your strategic thinking. Based on Rogers's decade of research and teaching at Columbia Business School, and his consulting for businesses around the world, The Digital Transformation Playbook shows how pre-digital-era companies can reinvigorate their game plans and capture the new opportunities of the digital world. Rogers shows why traditional businesses need to rethink their underlying assumptions in five domains of strategy—customers, competition, data, innovation, and value. He reveals how to harness customer networks, platforms, big data, rapid experimentation, and disruptive business models—and how to integrate these into your existing business and organization. Rogers illustrates every strategy in this playbook with real-world case studies, from Google to GE, from Airbnb to the New York Times. With practical frameworks and nine step-by-step planning tools, he distills the lessons of today's greatest digital innovators and makes them usable for businesses at any stage. Many books offer advice for digital start-ups, but The Digital Transformation Playbook is the first complete treatment of how legacy businesses can transform to thrive in the digital age. It is an indispensable guide for executives looking to take their firms to the next stage of profitable growth.

Build a Modern L&D Team Organizations are facing an era of rapid acceleration. As new technology and digital strategies are integrated, workers at all levels will be required to build capability much faster than before, navigating more complex systems and processes. Yet, learning and development (L&D) has lagged in this area, as too many L&D functions still focus on transactional interactions across a broad and complex portfolio while starved for resources. In L&D’s Playbook for the Digital Age, Brandon Carson makes the case that it’s time to reorient L&D, take a more proactive role in enabling the workforce, and create a new framework for developing skills and capabilities. L&D leaders must realize theirs is one of the most critical business functions and must be appropriately funded and resourced to realize the performance gains that are crucial to the business. L&D cannot be caught standing still and, in fact, needs a new playbook to navigate the radical and complex transformation the digital age is demanding. Stemming from the sports world, a playbook ensures the players know their roles, connect as a team, and understand the winning strategy and how to execute the game plan. For L&D, a playbook can help build alignment across the team and with stakeholders by being flexible as business needs change. Carson walks you through the steps to formulate how a new playbook could help the alignment of your L&D function—whether it’s restructuring, new skilling, or rescoping. He asks readers to speak the language of business instead of the language of learning. For example, does your workforce repair aircraft or do they enable safe flight? In other words, can you be the visionary your organization requires?