| A | B | C | D | E | F | G | H | I | J | K | L | M | N | O | |
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1 | Helio | Advent Opportunity Index | ||||||||||||||
2 | A prioritized list of opportunities stack ranked based on business goals, user needs and technical feasibility | ||||||||||||||
3 | Status | Group | Opportunity | Problem | Hunch: Why it's an Opportunity | How it Affects the Business | Biz | User | Tech | Total | Observations | Participant Quotes | Source: Helio Link | Source: Sketch Link | |
4 | Pursue | Ad monitoring | Centralized location | During prototyping, this is typically shared though collaborating with teams that have used similar treatments in the past to deliver an existing one or point to an existing one they have used. | There is no centralized location that houses past used treatments. | A central repository for treatments with easy search capabilities. | 4 | 5 | 5 | 14 | Campaign planners use multiple platforms to run ad campaigns such as Facebook, Instagram, Linkedin, Mailchimp, and twitter. | https://my.helio.app/report/01D9QQ1V2M79MCDX5VA05A61S8/section/40299/variation/47176?i=8 | https://notebooks.zurb.com/sets/10014320?t=cc7b5582518368df#posts/10195616 | ||
5 | Pursue | Ad monitoring | Centralized Success Indicators | Campaign Managers download the needed data from three different platforms and synthesize the data in a single spreadsheet. | The criteria to determine whether a "treatment" was successful is spread between several programs that Campaign Managers have to pull data from. | Offer analytical insights through a centralized analytics dashboard that pulls in relevant data from applicable software. | 5 | 4 | 4 | 13 | 51% of marketers and advertisers either agree or strongly agree that they have a hard time managing their campaign's progress and measuring its success. They find that they have a lot of manual work, either through data management or relationship management. | "Manually using Excel based on the responses and inquires which are inputted into Excel spreadsheet". | https://my.helio.app/report/01D98TQRMZ3KDCA77FJGG82VFE/section/39997/variation/46833?i=4 | https://notebooks.zurb.com/sets/10014320?t=cc7b5582518368df#posts/10195594 | |
6 | Pursue | Ad campaign creation | Marketing Automation Integtation | Campaign Managers are manually monitoring and sending their campaigns | Utilizing automated marketing which will allow Campaign managers to set and send their campaign assets | Providing automation tools for campaign managers | 4 | 4.5 | 4 | 12.5 | 87% of marketers find it very important to have automated marketing tools available to them because they will save time by not doing it manually. | "because automated marketing tools will help the company to works efficiently and timely mannered" | https://my.helio.app/report/01D98TQRMZ3KDCA77FJGG82VFE/section/39995/variation/46831?i=1 | https://notebooks.zurb.com/sets/10014320?t=cc7b5582518368df#posts/10195611 | |
7 | Pursue | Ad campaign creation | Insights on Audiences | Discussing and collaborating internally to determine how well an audience will receive a treatment and what the audience has been exposed to in the past. | There is very little shared learning across audiences that have been used in past treatments. | An interface that delivers insights on audiences being used or considering during the build process. | 5 | 4 | 3 | 12 | 59% of marketers and advertisers either agree or strongly agree that defining and creating an audience is a difficult aspect of executing an ad campaign. They find that this is the bulk of the work and without reaching the right people the campaign will be less effective. | "Researching targets for marketing is 70% of the job" | https://my.helio.app/report/01D98TQRMZ3KDCA77FJGG82VFE/section/40008/variation/46844?i=2 | https://notebooks.zurb.com/sets/10014320?t=cc7b5582518368df#posts/10195593 | |
8 | Pursue | Ad campaign creation | Collateral Creation Area | Creating collateral using existing templates possibly, as well as adapting methods to what makes sense for the treatment topics. | Training collateral is created with several different mediums for training Sales Agents and Account Managers, depending on the context of a treatment or topic. | Having a collateral creation area within a centralized campaign management software. | 3 | 4 | 5 | 12 | This audience of marketers and advertisers create the content, create the audience, have to go through an approval process, and execute the digital aspects of the campaign. | "We meet in the same room and come up with ideas and trial and error the ideas." | https://my.helio.app/report/01D98TQRMZ3KDCA77FJGG82VFE/section/40006/variation/46842?i=6 | https://notebooks.zurb.com/sets/10014320?t=cc7b5582518368df#posts/10195602 | |
9 | Pursue | Ad monitoring | Workflow Map | Manually looks at data from each point within the treatment cycle, then determines what to optimize. | It is difficult to track current metrics and drop off through out a treatment cycle, from a broad view. | A workflow map of a treatment to determine at which crtical points within the program it performed well and did not. | 5 | 4 | 3 | 12 | The amount of campaigns that a marketer and an advertiser are managing is a difficult aspect of campaign management. | https://my.helio.app/report/01D9QQ1V2M79MCDX5VA05A61S8/section/40304/variation/47181?i=16 | https://notebooks.zurb.com/sets/10014320?t=cc7b5582518368df#posts/10195596 | ||
10 | Pursue | Data views | Commenting on Metrics | There is not one designated place for seamless collaboration for the campaign team members. | Interactive place where Campaign Managers can interact with other team members working on the campaign. | Comments can be added to resources and other campaign mertrics. | 4 | 4 | 4 | 12 | 33% of advertisers and marketers either agree or strongly agree that they find it difficult to seamlessly collaborate with their fellow team members on ad campaigns | https://my.helio.app/report/01D9QQ1V2M79MCDX5VA05A61S8/section/40307/variation/47184?i=9 | https://notebooks.zurb.com/sets/10014320?t=cc7b5582518368df#posts/10195609 | ||
11 | Pursue | Data views | Leave Notes on Resources | Thoughts, comments, and decisions get lost without having a place and visibility for everyone to see. | Personalize notes on resources that will have visibility to the entire campaign team. | Personalized comments will be accesssible on resources, campaign assets, etc. | 4 | 4 | 4 | 12 | 90% of advertisers and marketers would find it very useful to be able to leave personalized notes on a campaign management platform. | "I would use the personalised notes to collect more data from the target audience and to improve on my campaign strategies." | https://my.helio.app/report/01D98TQRMZ3KDCA77FJGG82VFE/section/40007/variation/46843?i=7 | https://notebooks.zurb.com/sets/10014320?t=cc7b5582518368df#posts/10195613 | |
12 | Pursue | Ad campaign creation | Guided Ad Campaign | Starting a campaign is difficult and takes a lot of forward-thinking for participants involved. | Templates that campaign managers can easily duplicate and start customizing their campaigns. | Templated campaigns or guided tutorials in how to get started with an ad campaign. | 4 | 4 | 4 | 12 | 74% of marketers and advertisers find it very important to have the platform have educational resources available to them. | https://my.helio.app/report/01D9QQ1V2M79MCDX5VA05A61S8/section/40308/variation/47185?i=14 | https://notebooks.zurb.com/sets/10014320?t=cc7b5582518368df#posts/10195615 | ||
13 | Data views | CRM Integration | It is a pain for Campaign Managers to do double data entry | Integrate sales data, forecast, and other revenue metrics from CRM into Campaign manager | CRM integration within an advertising software that will provide a better use experience for people working on the ad campaign. | 4 | 4.5 | 3 | 11.5 | 87% of marketers find it very important to have automated marketing tools available to them because they will save time by not doing it manually. | https://my.helio.app/report/01D98TQRMZ3KDCA77FJGG82VFE/section/39995/variation/46831?i=1 | https://notebooks.zurb.com/sets/10014320?t=cc7b5582518368df#posts/10195610 | |||
14 | Ad campaign creation | Advertiser Profiles | There is no quick access for campaign managers to view all of their campaigns at a high-level | Building profile within the campaign management platform for the Campaign Manager to see all the advertising campaigns that are active and archived. | One unified place where campaign managers can see a high level of what campaigns are currently active and their past campaigns. | 3 | 3.5 | 5 | 11.5 | The amount of campaigns that a marketer and an advertiser are managing is a difficult aspect of campaign management | https://my.helio.app/report/01D9QQ1V2M79MCDX5VA05A61S8/section/40304/variation/47181?i=16 | https://notebooks.zurb.com/sets/10014320?t=cc7b5582518368df#posts/10195608 | |||
15 | Pursue | Ad campaign creation | Creation Tool | Using the tools at their disposal to build the treatment. | Building a treatment is a very disjointed process and does not have a centralized workspace to do so within. | Allow for a treatment/program creation tool within a centralized interface. | 4 | 3.5 | 4 | 11.5 | There is a desire to have automation within the advertising creation process. | https://my.helio.app/report/01D98TQRMZ3KDCA77FJGG82VFE/section/39995/variation/46831?i=1 | https://notebooks.zurb.com/sets/10014320?t=cc7b5582518368df#posts/10195597 | ||
16 | Pursue | Ad campaign creation | Version history | A download of learnings is given to GSL at the end of the prototype stage. | There is difficulty in transferring knowledge and learnings from the Prototype stage of a treatment to Scaled or Mature. | This may be solved by versioning, a shared interface, and insights. | 5 | 3.5 | 3 | 11.5 | 59% of marketers and advertisers work with more than one team to organize and create advertising campaigns. | https://my.helio.app/report/01D98TQRMZ3KDCA77FJGG82VFE/section/40005/variation/46841?i=5 | https://notebooks.zurb.com/sets/10014320?t=cc7b5582518368df#posts/10195600 | ||
17 | Pursue | Data views | Easy Hand-off | Managing multiple tasks at once in different locations potentially. | Handing off collateral to different teams is very manual at the moment. | Integrate tasks into a centralized dashboard for Campaign Managers. | 4 | 3.5 | 4 | 11.5 | 33% of advertisers and marketers either agree or strongly agree that they find it difficult to seamlessly collaborate with their fellow team members on ad campaigns. 38% of advertisers and marketers either disagree or strongly disagree. | https://my.helio.app/report/01D9QQ1V2M79MCDX5VA05A61S8/section/40307/variation/47184?i=9 | https://notebooks.zurb.com/sets/10014320?t=cc7b5582518368df#posts/10195603 | ||
18 | Pursue | Ad campaign creation | Checklist | Tracking this through internal checklists and working through the process as best they can. | Operational checklists to ensure everything has been done in the Target phase is difficult to track when the Program is very lean (like with the Outsource/Unmanaged, Novice, Prototype program). | Offer a dynamic checklist for what needs to be completed before the treatment or program can go live within a centralized dashboard. | 3 | 3.5 | 5 | 11.5 | The amount of campaigns that a marketer and an advertiser are managing is a difficult aspect of campaign management. | https://my.helio.app/report/01D9QQ1V2M79MCDX5VA05A61S8/section/40304/variation/47181?i=16 | https://notebooks.zurb.com/sets/10014320?t=cc7b5582518368df#posts/10195601 | ||
19 | Ad monitoring | Training Material Alerts | There's a lack of awareness when resources are being updated. | It would be very useful to be able to access training material and other data points in one place. | A push alert system that notifies the campaign manager when new traning material has been added. | 4 | 3 | 4 | 11 | 74% of marketers and advertisers find it very important to have the platform have educational resources available to them. | "Some tutorials on the use of implicit tools are important" | https://my.helio.app/report/01D9QQ1V2M79MCDX5VA05A61S8/section/40308/variation/47185?i=14 | https://notebooks.zurb.com/sets/10014320?t=cc7b5582518368df#posts/10195607 | ||
20 | Pursue | Audience curation | Simplified Audience building | They build these manually through SQL. | Building the rule logic for audiences is highly manual today. | Audience Builder interface that allows for the easy combination of audience attributes under rule sets that determine a program and treatment audience. | 5 | 4 | 2 | 11 | 59% of marketers and advertisers either agree or strongly agree that defining and creating an audience is a difficult aspect of executing an ad campaign. They find that this is the bulk of the work and without reaching the right people the campaign will be less effective. | "I build strong relationship with the audience through my ad campaigns" | https://my.helio.app/report/01D98TQRMZ3KDCA77FJGG82VFE/section/40008/variation/46844?i=2 | https://notebooks.zurb.com/sets/10014320?t=cc7b5582518368df#posts/10195599 | |
21 | Pursue | Ad campaign creation | Team Assignments | Working with team leads to provide trickle down directives and feedback. | There is no clear record of personel assignment today through the teams working on a given treatment. | Offer team assignment at the Target phase of a treatment. | 4 | 3 | 4 | 11 | 59% of marketers and advertisers work with more than one team to organize and create advertising campaigns. | https://my.helio.app/report/01D98TQRMZ3KDCA77FJGG82VFE/section/40005/variation/46841?i=5 | https://notebooks.zurb.com/sets/10014320?t=cc7b5582518368df#posts/10195605 | ||
22 | Data views | Combining Software | Campaign Managers are utilizing several programs in tandem of each other and through tribal knowledge know which ones to access for what. | Several software or apps are being used throughout the treatment and program cycles. | A centralized platform that bridges these different programs together and allows for scaled work and communication between them. | 4 | 4 | 2 | 10 | Campaign planners have experience using Facebook, Instagram, Linkedin, Mailchimp, and twitter for advertising campaigns. | https://my.helio.app/report/01D9QQ1V2M79MCDX5VA05A61S8/section/40299/variation/47176?i=8 | https://notebooks.zurb.com/sets/10014320?t=cc7b5582518368df#posts/10195592 | |||
23 | Pursue | Ad campaign creation | Controlled Vocabulary | There is a current working definition document. | There is a need for controlled vocabulary. | Utilizing controlled vocabulary in a centralized and globally used tool for treatment and program management. | 2 | 3 | 5 | 10 | 22% of advertisers and marketers find either creating the copy or picking the right images for the campaign to be difficult aspect of the ad creation process. | https://my.helio.app/report/01D9QQ1V2M79MCDX5VA05A61S8/section/40303/variation/47180?i=18 | https://notebooks.zurb.com/sets/10014320?t=cc7b5582518368df#posts/10195604 | ||
24 | Ad monitoring | Drop off monitoring | Contact the sales managers to ascertain what is occuring, that may be contributing to the drop off. | There is very little transparency into why drop off may occur during Pitch. | Better mechanism for notes or feedback given on each call a sales agent or account manager has. | 3 | 3.5 | 3 | 9.5 | Measuring the productivity and efficiency of the campaign is the hardest aspect of campaign management. | https://my.helio.app/report/01D9QQ1V2M79MCDX5VA05A61S8/section/40304/variation/47181?i=12 | https://notebooks.zurb.com/sets/10014320?t=cc7b5582518368df#posts/10195598 | |||
25 | Ad monitoring | Limited Stakeholders | Works with several stakeholders to make sure decisions are sound. | Too many stakeholders slows down the approval process during Target. | Offering a mechanism that tracks all work and decisions being made for higher transparency into what the Campaign Managers are doing throughout a treatment or program. | 3 | 2.5 | 3 | 8.5 | 19% of marketers and advertisers find the approval process to be the most difficult aspect in the campaign creation process. | https://my.helio.app/report/01D9QQ1V2M79MCDX5VA05A61S8/section/40303/variation/47180?i=17 | https://notebooks.zurb.com/sets/10014320?t=cc7b5582518368df#posts/10195606 | |||
26 | Pursue | Ad campaign creation | Scheduling Calendar | Manual collaboration with other programs and teams to ensure no overlap occurs. | There is little transparency in what audiences are being utilized across other programs or teams concurrently. | Offer a shared scheduling calendar that pulls data on any treatements that are running, along with what audiences are being utilized within each. | 1 | 3 | 4 | 8 | 19% of marketers and advertisers find creating an audience to be the most difficult aspect in the campaign creation process. | https://my.helio.app/report/01D9QQ1V2M79MCDX5VA05A61S8/section/40303/variation/47180?i=15 | https://notebooks.zurb.com/sets/10014320?t=cc7b5582518368df#posts/10195595 | ||
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