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I can smell a business requirement a mile away

Consulting

Here are a few selected consulting projects that have produced great results

 

Marketing automation

for IBM Watson Internet of Things

Working with the Watson IoT content marketing team, I noticed a lag time of several weeks between finalizing an asset and being able to actively merchandise it. This was due to the number of steps and handoffs required to generate the appropriate offer codes and metrics tracking parameters for campaigns and paid media placements.

I realized that if we could pre-generate an permanent, predictable URL for digital marketing assets being created, including items that would be hosted externally to IBM (youtube videos, blog posts, etc), we would be able to move forward with the process of getting assets ready to merchandise, while they were being finalized. 

The requirement to pre-generate a predicable asset URL was supported by the Watson IoT content marketing team, and was sent to IT development. A few sprints later, the IBM Digital Business Group IT tools team delivered a predictable early URL for all assets.

Enabling parallel processes in asset development and merchandising shaved weeks off the end-to-end timeline to start using new assets in campaigns and paid media, helping maximize the ROI from each asset, not just for Watson IoT but across the entire IBM offering portfolio.

Marketing asset analytics

for IBM Watson

I worked with the IBM Watson business units to improve IBM content marketers' visibility to asset performance data, enabling them to make data-driven business decisions.

One important enhancement I delivered was a view of the Watson marketing teams' "asset mix."  This simple view provided important context to the asset metrics data we report to IBM executives on a regular basis.

My IBM clients wanted a point of reference for "what they have" when looking at "what is being used."  I generated a chart displaying published assets by content type, so they could understand the mix of types in their whole collection of marketing assets, and determine how effectively their inventory is being used by clients.  

In addition, I supplied detailed data to help determine which low-usage content could be merchandised or re-used in more effective ways; which content was outdated or redundant and should be withdrawn, etc.

Based on my clients' requirements, the IBM Content Tools IT team developed an automated view of "asset mix," for every IBM Brand and Business Unit across the corporation.  As a result, IBM content marketers are gaining improved visibility to data to inform their content investment and maintenance decisions.

Content Tools Transformation

at IBM Astor Place, NYC

In January 2017, I participated in the IBM Content Tools Transformation workshop in New York, sponsored by the IBM Digital Business Group executive team.

The goal of the workshop was to gather business requirements for simplifying content creation, delivery, management, and metrics processes.  In a company with a long history of complex legacy systems and inconsistent taxonomy constructs across many brands and product areas, this was a TALL order.

We took a Design Thinking approach to the IBM content ecosystem, and by the end of the workshop we emerged with concrete recommendations to streamline and improve the experience for various content marketing roles.

I was assigned the task of transcribing the design session artifacts into a set of easy to explain and understand screens to be shared with executives and stakeholders.  My charts were used to communicate to IBM content stakeholders and funding executives the outcome and status of this effort to transform and simplify IBM content systems.

Improved social sharing experience

for IBM marketing assets

In 2015, I noticed the experience of "sharing" IBM marketing assets had fallen behind the curve of industry best practices.

I submitted requirements to pre-populate the asset title into the share/tweet text.  The field was editable so it could be customized by each "sharer" to avoid the impression of "canned tweets." 

As a result of this improvement in the asset sharing experience, the volume of shares increased by #% and the message delivered to clients and consumers of the shared content was consistent.