SeekGrowthfor Your Brand!

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webringinnova1on,experienceandac1onableinsights…todrivethelong-termgrowthofyourbrand,andyourbusiness

AnswersToYourCri3calBusinessQues3ons

§  HowcanIputallthedatawecollecttoworkforthebusiness?§  HowcanIleverageadeeperunderstandingofmycustomersand

markets?§  HowcanIensurethatmybrandsandproductsareposi3onedmost

effec3vely?§  HowcanIdesignacustomerexperienceforgreatercompe11ve

advantage?§  Whichmessagesandcontentaremosteffec1ve?§  Whichproductorexperienceinnova3onsprovidethebest

opportuni1esforgrowth?§  HowcanIop3mizeROIofmarke1ngresources?Anddemonstrate

ROItomanagementandownership?

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OurDifference

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ExperienceAndSkillsets

Innova3veAnaly3cs

LeverageYourData

First

Mostresearchcompaniesaremadeupofresearchers.Webringtogetherateamwithabroadskillsettoaddressyourbusinessissueswithexperience,innova1veanaly1csandefficiencybyleveragingyourdatafirst.

OurApproach

Weasktherightques3ons.

Wetransformdataintoinsightssoyoucanmakeconfidentdecisions.

Weclosethegapbetweenanaly3csandac3onsoyoucanbepro-ac3veandbigpicture.

Wetakeyou,yourbrandandyourbusinesstonewandmoreprofitableplaces.

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CompleteSolu3onsForModernMarketers

Targe3ngStrategies

CustomerExperienceAssessment

DigitalAndSocial

Marke3ngEffec3veness

Marke3ngROI

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Modernmarketershavealotofdata.Werecognizethecomplexi1esthatdatabringsandhavedesignedfourcoresolu1onstoinformstrategicdevelopment,customerexperience,

messagingandmediaandROI.Marketerscanusesolu1onstac1cally,oru1lizethefullsuitetoplan,executeandmeasure.

Solu%on

CustomerSegments,ProfilesAndTarge3ng

Dataisagame-changerwhenitcomestogainingadeepunderstandingofwhoyourcustomeris,wheretheyare,whattheylove,andwhattheyaredoingrightnow.Weu1lizeyourdataaswellasoutsidedatasourcesandinsightstodevelopac1onablesegmenta1onmodels,profiles/personas/

archetypesandtarge1ngstrategiesthatcreaterealbusinessimpact.

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CustomerSegments TargetProfiles

ProprietaryData

3rdPartyData

CustomResearch

Solu%on

CustomerExperienceDesignAndManagement

Proprietarydata,webandmobilemetricsaswellasthird-partydataandresearchmethodshelpyouunderstandtheconsumerexperience.Ourapproachisolatesthehigh-leveragetouchpointsandprovides

insightsintohowtodevelopdelighTulexperiencesforcustomersthatimprovebusinessimpact

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Purchase:shopping,conferring,networking,buying,

paying,takingpossession,returns

Rela3onship:owning,using,fixing,buyingagain,thebadge

Trigger:thedesire,need

orcontext

ProprietaryData

3rdPartyData

CustomResearch

Solu%on

DecisionJourneyAssessmentAndProgramDesignMarke1ngStrategies

Monitorsocialchannelsfortrends,insights

Respondtocustomercomments

Amplifycurrentposi1veac1vity&tone

Leadchangesinsen1mentorbehavior

Step

sinthecustom

erdecision

journe

y Consider Brandmonitoring Situa1onalmanagement

Referrals&recommenda1ons

Brandcontentawareness

Evaluate Launches

Buy Offers,andpromo1ons

Experience Customerservice Buildingcommuni1es Customerinput

Advocate Brandadvocacy

Bond

Whatareyoudoingwithsocial?Isitworking?Howaboutallofdigital?Digitalmarke1ngprogramsgeneratemassquan11esofdata.Ourapproachesleverageyourdatatounderstandtheissuesanduse

analy3cstoisolateanddiscovernewstrategicopportuni3essoyougetmoreoutofdigital.

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Solu%on

Marke3ngROIStrategyAndManagement

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Marke1ngROI(MROI,ROMI)isnotaoncesizefitsallconcept.Somemarketersu1lizeseveralkeymetricswhileothersseektomeasureeverything.Ourapproachincludesdevelopingtherightmeasurementmodel,establishingabaseline(orbaselines)tobeginwith,measuringtheimpact,calcula1ngtheROI,comparingmarke1ngac1vi1esbasedonROI.Wealsoinstalladashboardandrecommendmanagementprocessestoensuremarke1ngorganiza1onscanu3lizeMROItodrivecon3nuousimprovementofbusinessresults.

=MROIIncrementalMarke3ng$forthatac3vity

Incrementalsales$fromanac3vity

OurClientPartners

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CaseStudy

ExpandingTheDonorBase§  TheChallenge

–  AmajorSanFranciscoeduca1onaladrac1onwantedtoexpandtheirbaseofmembersandgetcurrentmemberstogivemore

§  TheApproach–  Theclient’smemberdatabasewasaugmentedbyappendingneighborhood

characteris1csfromCensusdatatothememberrecords–  Segmenta1onandpredic1vemodelingofthisaugmenteddatabaseusingdecision

treeanalysisrevealedthatahandfulofneighborhooddescriptorspredictedpropensitytogive

–  Twoofthesegmentsiden1fiedaccountedfor16%ofmembersbut25%ofdona1ons

§  TheResult–  Allzip+3codesinSanFranciscoBayareascoredusinganaly1cally-derivedmodelfor

useinfuturedirectmailing–  Efficiencyofdonormarke1ngwasgreatlyenhanced

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CaseStudy

QuitSmoking§  TheChallenge

–  Peoplewhoarecommidedtoquitsmokingneedtofeelthatquihngismanageable.Onlythenaretheyreadytomakeaquitadempt.

§  TheApproach–  Decisionjourneyresearchusingstorytellingandasurveyrevealedthatsmokers

needtobeginlearninghowtolivewithoutcigaredes--howtodrinkcoffeewithoutacigarede,howtohavedinnerwithoutacigarede,howtodealwithstresswithoutacigarede--beforetheyactuallymakeaquitadempt

§  TheResult–  Anintegratedcampaignthatfocusedonsmokerslearningtomakethechanges

theywillneedtomaketolivewithoutcigaredes–  HumorousTVandonlineadsaskingpeopletore-learnhowtodrinkcoffee,drive,

taketheirlunchbreakandsoon–  Websitedevelopedtohelppeopledocumenttheirownsmokingbehaviorusinga

“diary”todocumentwhattheyaredoingwhentheysmoke–  Anonlinecommunityofcommidedquiderscreatedforsupport–  Resultsshowedlowerrecidivismratesascomparedtootherdocumentedefforts

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CaseStudy

ExtendingTheBrand§  TheChallenge:

–  OurclientisabrandlicensingcompanywithdeepAmericanroots.Theylookforcategorieswherethebrandhascredibilityandthenfindlicenseestomanufactureandmarketproductsundertheirbrandname.Butwhichproductcategoriesarelow-hangingfruit?

§  TheApproach–  TheNorthAmericanBrandStrengthstudyquan1fiedtheopportunityforclustersof

productcategories(25categorieswereevaluated)thatthebrandcouldenter§  TheResult

–  Licensingstafffocusedtheireffortsontopprioritycategoriestoadractlicenseesandeventually,driveroyaltyrevenue.ThestrategyheldupandwasusedinSouthAmericaandAsiaaswell.

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GregSieck,President

Abrandmarke1ngexperthavingworkedinadver1sing,marke1ngopera1onsandconsul1ngforavarietyofconsumerandB2Bbrands.Hismostvisibleworkproddedbeerdrinkersto“StopandTastethe[Miller]HighLife”,cellphoneusersto“maketheir[AT&T]Wirelessphonetheironlyphone”andfastfoodfana1csto‘ThinkOutsidetheBun”atTacoBell.AsVPBrandandAdver1singatIntel,SieckledthegloballaunchoftheCentrinobrand.AtFCB,healsocreatedtheAvayabrandandlaunchedtheMazdaMiata.

In2004GreglaunchedSieckGrowth,abou1quebrandstrategyanddesignfirm,andhasworkedwithavarietyofclientssuchasDolby,Regus,RokuandBART.In2013,GregandMarkLantzfoundedFactory,afull-serviceadver1singagencylocatedinDetroit,Michigan.

GregisamemberoftheCMOCouncil,ontheBODoftheMarke1ngExecu1vesNetworkingGroupandanadvisortothestart-upcommunityVator.

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ChandraChaterji,PartnerAnanaly1csandconsumerinsightsexpertwho’sworkedinleadingcompaniesandadver1singagencies.

Awholebrainthinkerandleader,hehasbrokennewgroundinmarke1ngscienceandanaly1csinaddi1ontoleadingconsumerinsightsandbrandstrategy.Hewasthearchitectofmarke1ngmixmodelingandmarke1ngsciencesatatop-fiveglobaladver1singagencyveryearlyinhiscareer.Inaddi1on,heledstrategicplanningandconsumerinsightsforover$100millionofadver1singspendingonMadisonAvenueandwasonmul1pleEFFIE-winningteams.Later,heheadedtotheclientside,andwasthefirstdirectorofmarke1ngsciencesattheworld’slargestpaymentcardcompany.Inaddi1on,heheldleadershipposi1onsinconsumerinsights,brandstrategyandstrategicmarke1ng.

Hejumpedfeetfirstintothegigeconomyin2010andhasbeenservingSMEsandstartupsinaddi1ontoFortune1000companies.

ChandraistheSecretaryandCOOoftheSanFranciscoChapteroftheAmericanMarke1ngAssocia1on,andwasonthena1onalBODofMENG(Marke1ngExecu1vesNetworkingGroup).

ChandrahasaPhDinBusinessAdministra1on(marke1ngandsta1s1cs)fromKansas,anMBAfromtheIndianIns1tuteofManagementCalcuda,andanundergraduateinPhysicsfromSt.Stephen’sCollegeDelhi.Hehastaughtmarke1ngatleadinguniversi1esandpresentedpapersatleadingmarke1ngscienceconferences.

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ThomasFinkle,PartnerThomasFinklehasheldleadershipposi1onsinthemarke1ngservicesandtechnologyindustriesthroughouthiscareer.HewasCEOofPassenger,anonlinecommunitytechnologycompany,wherehesuccessfullyre-structuredthefirm’sorganiza1onandgrewthebusiness’stoplineandprofit.

AtGfKandTNS,twoglobalmarke1ngresearchconsultancies,hebothledorganiza1onalchange–atGfKhewasGlobalProgramDirectorforStrategyImplementa1on,responsibleforimplemen1ngthecompany’sstrategyinthecustomresearchdivision,andranbusinesses–atGfKhewasalsoChiefClientServicesOfficerfortheUSandatTNShewasManagingDirectoroftheGlobalITPrac1cewhereheoversawthegroup’sbusinessintheUS,EuropeandAsiaPacific.

Hismainfocusineachoftheseposi1onshasbeenonimprovingbusinessperformancethroughthere-structureoforganiza1onsandenhancingclientservice,salesperformance,marke1ngandopera1onalexecu1on.

ThomasreceivedhisMAandPh.D.,inPsychologyfromtheUniversityofSouthernCalifornia.

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ChrisRigatuso,PartnerChrisRigatusoisaconsultantandananaly1cswonkwithover20yearsofexperienceinfinance,engineering,corporateperformancemanagement,sales,marke1ngandanaly1csapplica1onanddatabasedesign.HespecializesinCRManaly1csforB2BSaascompanies,usedforanalyzingsalesforceperformanceandcrea1ngnewstrategicpriori1esformaximizingefficiencyandsalesteamROI.Heisathought–leaderonbigdataapplica1onsanduserinterfacedesign,whichcombineusability,decision-ac1on-abilityandbestprac1cesingoaldirectedanddecisionspecificdesignfordealingwiththeonslaughtofbigdata.

ChrishaspreviouslyadvisedtodiverseclientslikeMetamarkets,Numerate,ContextOp1onal,EfficientFron1er,Sen1ent.ai,Snowlflake.net,andBandpage.Earlierinhiscareer,hewaswithOracleCorpora1onasthedirectorofbusinessdevelopmentforBIandAnaly1capps,heco-authoredmanypapersincludingtheacclaimed"CorporateGovernance,ABalancedScorecardApproach”whichpioneeredtheuseofmetricsandscorecardsconnec1ngopera1ng,strategicandboardofdirector’sobjec1vesinasymmetricandmutuallyreinforcingway.ThiswaspublishedintheAndersonConsul1ngCFOJournalandusedbythenCFOJeffHenleyinhisexecu1veroundtabletourevents.

ChrisearnedhisBSinmathandcomputerscienceattheUniversityofMinnesotaandhisMBAinfinanceandstrategyattheHaasSchoolOfBusinessatUCBerkeley.

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Contact Tocapitalizeonyourbrand’spoten1al,SieckGrowth.

"San Francisco, California"www.sieckgrowth.com"

"p 415 717.4460""

"Greg Sieck"greg@sieckgrowth.com" 18