Of all the words I could have used to describe what I'm passionate about, 'Audience Strategies' were the two that stood out. Data / insight / research / analytics / data science can be used in many tactical ways to understand audiences, but data's biggest impact is when it helps to be STRATEGIC about growing your AUDIENCE.
I build audience strategy capabilities (teams, processes and technologies) that help brands grow through developing audience strategies. I've built these capabilities to help Presidents, Prime Ministers, pop stars, rappers, authors and TV producers as well as some of the biggest luxury goods brands in the world. I've developed and refined lots of repeatable tools and techniques along the way. I'd love to share them. When audience strategies work, they're like magic in how they transform both the economics and the culture of an organisation.
The world is in the early days of using data to understand audiences. It feels like the early days of the X-ray, which let doctors look inside and understand the body for the first time: It took 100 years for X-rays to be properly integrated into doctors ways of working. It may seem like the data revolution is upon us, but like the early days of the X-ray, it's still not at all clear to most organisations how data should be integrated into their daily life. I love helping move organisations work this out.
Why 'audience' and not 'customers' or 'consumers'? Some of the people brands design products for and need to communicate with may be direct customers, but many others likely appreciate your brand from afar and are better thought of as an audience rather than as customers (...yet). I bring lessons from the entertainment industry to brands.
I love working with brilliant leaders who are driven by a vision for how audiences can be more impactful to your organisation. I help make it so. If you have a vision for how being more strategic about your audience could transform your business - Let's talk!
My strongest core value is truth. That means I'll be honest about whether I think I can make a big difference for you. If I can't then it will be my pleasure to connect you with someone in my network that can. I'm lucky to have an awesome network. Two thirds of conversations go this way. Connecting smart people brings me great joy.
Inspiration from all angles. I help individual brands that want to find growth as well as the next generation of analytics and insight service providers and the next generation of practitioners through leading conferences on insight and data science. Together we will move the world towards a better, more impactful use of audience data. If you work with me you get inspiration from my work in every area of the insight industry.
Strategy + Brands: I combine analytics-driven strategic thinking with experience working on consumer strategies with some of the biggest entertainment and luxury brands in the world.
Capabilities and tools: An Audience Strategy can require bringing together many tools and techniques. Here is an overview of those that I find most useful. No brand can do it all. I'll work with your brand to find the right suite for you.
Creativity is critical: the difference between success and failure often lies in understanding the role of data versus creativity and expertise in decision-making. Here is how I see it: