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 ways to understand audiences, but data's biggest impact is when it helps to be STRATEGIC about growing your AUDIENCE.
I build capabilities (teams, processes and technologies) that deliver audience strategies. I've done it in politics, music, book publishing, TV and luxury retail. Sometimes at great scale and huge impact. I've built up and refined lots of repeatable tools and techniques that have worked along the way. I'd love to share them. When it works, it's like magic in how it transforms 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 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 closer to this goal.
Why 'audience' and not 'customers'? Some of the people you design 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 that aren't yet thinking about audiences.
I love working with brilliant leaders who are driven by a vision for how the world can be. 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 and two thirds of conversations go this way. Connecting smart people brings me great joy.
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.
Creativity is critical: the difference between success and failure often lies in understanding the role of data versus creativity / expertise in decision-making. Here is how I see it: