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Acting Together

Acting Together

Case Study

Strategy and WOW

How to increase the effectiveness and efficiency of marketing spend, based on the development of new ways of working within the organization?

Work

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Jonathan Kraemer

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Jonathan Kraemer

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- Share your challenges
- Get a product demo

The context

Accurate management of marketing and communication activities and expenses has become a key success factor and a priority for companies, underpinned by a highly complex landscape. The implementation of learning and intelligent marketing action management systems (with an ROI approach), pushes companies to structure and professionalize themselves.

With this in mind, a leading group in the wine and spirits sector in the United States has undertaken the overhaul of its Advertising & Promotion infrastructure for its entire brand portfolio. Initiated by the implementation of a new, more robust data management system, it is the human aspect – through new ways of working – that was the focus of the project.

The idea

Drawing on its expertise in cognitive science and transformation, Humans Matter co-created an innovative coaching program with the multinational company, enabling them to (re)define their ways of working, based on three key principles

  1. Understand the overt and underlying functioning of the organization on all subjects related to A&P (best practices, obstacles, influencers, etc.)
  2. Have the organization build the solutions using leveraging a co-design method and key influencers
  3. Put implementation at the heart of the recommendation design instead of as an afterthought.

The solution

The AnthropoviZ tool, an innovative methodology and mobile application designed by Humans Matter, strongly supported the structuring and the first steps of the project. This allowed stakeholders to model the users’ environment through images and natural language as well as highlight the facilitating and constraining interactions. This technology has allowed us to deeply understand the current “marketing” functioning of the organization, highlighting the interactions between individuals, tools and concepts.

AnthropoviZ is a Humans Matter product.

Your approach, different from those we were used to until now, brings a lot of clarity in the diagnosis and recommendations.

Chief Transformation Officer

The data captured allowed us, through a user-centered methodology, to create personas; which synthesize the key use cases observed in the company (including best practices, obstacles…). These personas were the starting point for identifying and formulating recommendations that were both targeted and transversal, based on a community of influencers identified and leveraged during dedicated work sessions.

Each of the key recommendations was then worked on and supported by a group of influencers and experts (representative of the organization’s diversity), with the aim of anchoring the workshop’s results in reality – namely, the new ways of interacting with A&P. This step progressively launched the transformation process, by growing the work groups and therefore the influence. This material, centered on ways of working, was then the starting point for the design of the associated tool (and not the other way around).

Contact

Jonathan Kraemer

Contact

Jonathan Kraemer

Contact

To:
- Get more information
- Share your challenges
- Get a product demo

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