Common Client Issues
Data Friction Points
Data Friction Points
Data Friction Points
Iota classifies and addresses common Friction Points of...
- Concern - Low/No Data
- Confusion - Data Issues
- Conflict - Human Issues
Human Biases
Data Friction Points
Data Friction Points
Iota employs qualitative consulting techniques to explore perspectives...
- Solution v Source Mindset
- Strengths = Biases
- Protocols = Habits
Dysconnectivity
Data Friction Points
System Inflexibility
Data-driven cultures can produce ironic effects for Insights Systems...
- Diner Mode - Data To Go
- Rogue (DIY) Research
- Waste | Confusion
System Inflexibility
Data Friction Points
System Inflexibility
Highly effective systems often prove resistant to market adaptations...
- Inertia - If it ain't broke...
- Siloism - Stay in your lane
- Process- Failure to adapt
Case Summaries
Customer Value Model
Customer Value Model
Customer Value Model
- Issue - A national home acquisition company sought an understanding of their negative customer reviews.
- Operations - Customer feedback data, stakeholder interviews, online customer (renter) survey.
- Takeaways - Revisions to concepts of value, elevated emphasis on customer experience, LTV model.
- Actions - Strategic evolution of audience selection, brand value, customer experience outcomes.
Path to Purchase
Customer Value Model
Customer Value Model
- Issue - A home power equipment manufacturer sought guidance on large item purchase journeys.
- Operations - Online audience survey, diaries, ethnographies, sales strategy process review.
- Takeaways - Revisions to journey model, assumptions, online content, training, and retail models.
- Actions - Revisions to product website, category voice strategy, and discussions on retail strategy.
Journey Management
Customer Value Model
Journey Management
- Issue - A large electronic gaming company sought efficiency through data source alignment.
- Operations - In-depth interviews, system diagnostics, stakeholder workshops, and recommendations.
- Takeaways - Fresh views on data utility, alignment on data usage, strategic data usage discussions.
- Actions - Movement on stubborn data challenges, strategic cross-team alignment, and collaboration.
Mission Alignment
Brand Value Metrics
Journey Management
- Issue - A large service organization struggled to communicate a consistent brand identity.
- Operations - Community survey, organizational survey, depth interviews, blinded online groups
- Takeaways - The mission is consistent, but it takes many forms for agents at different levels.
- Actions - Increased attention to multi-level employee engagement, and revisions to brand expressions.
Brand Value Metrics
Brand Value Metrics
Brand Value Metrics
- Issue - A digital marketing agency was challenged by their clients to identify their source of value.
- Operations - In-depth interviews, system diagnostics, stakeholder workshops, and recommendations.
- Takeaways - Fresh views on data utility, alignment on data usage, strategic data usage discussions.
- Actions - Strategic evolution of data utilization, concepts of value, and client development strategy.
Plan A/B/C
Brand Value Metrics
Brand Value Metrics
- Issue - A digital security company sought guidance on strategy in a crowded, noisy market.
- Operations - Competitive analysis, stakeholder interviews, online customer survey, max-diff model.
- Takeaways - Industry noise had become too focused to allow for novel conversations to develop.
- Actions - Focus on strategic brand partnerships as an attainable step toward elevated brand identity.