Craig Hanna's guest appearances

Craig Hanna

The Season Pass: The Essential Theme Park Podcast

The Next 100 Days Podcast

Camille's Demi-Hour - NANTUCKET NPR

Phil Jones

Ray Isle

Bob Gurr

Marty Sklar

Casanova Brooks

Neil Patrick Harris

Len Testa

Duncan Wardle

Mary Celeste

Robert Wright

John Burns

Mike Morrison

Derren Brown

Dan Wells

Dustin Wilson

OwlTail

Wauwinet Inn

A glimpse into epicurean life on Nantucekt Island [2015]

Craig Hanna, Cellar Master, Wauwinet Inn, Relais & Chateaux, Topper's

Craig Hanna is the Head of Content and Marketing at the Global Marketing Alliance, an international forum for connecting global marketers.The Global Marketing Alliance is an online marketing resource for marketers. Their heritage is data and direct marketing, so they provide insight for data-driven marketers. They also focus, as per the name, on global best practice and next practice globally.Some examples of the work of the Global Marketing AllianceA few years ago, most of the innovation in the marketing communications area was driven by the US and the UK. Nowadays, it is very global. So, marketers need to know what’s happening out there. For example: 	Micro-payments – East Africa is nailing this area. 	Mobile – South and Latin America are leading the way. 	Over the Top Messaging Apps and how they are integrated with Government &amp; Commerce, then look at Asia.Marketers can get inspiration from these markets and The Global Marketing Alliance wants to share that. Many markets have skipped technologies in hard-line/desktop straight to mobile, so they have had to innovate as that is their web.Until recently, only large companies and niche smaller companies really traded internationally, because you needed to put an infrastructure in to do that. Now, with the rise of trade-platforms and the rise of cross-border fulfilment, you don’t need to put an infrastructure in to trade internationally. You can sell £millions overseas by using digital platforms and in-country fulfilment services to do so.Post-Brexit, will The Global Marketing Alliance be even More Valuable?EU legislation in data will be one of the toughest in the world, and we are pretty much signed up to implementing it. So, marketers will need to understand the changes from that arena.We do live in a global market. So, we SHOULD be looking further afield. Look at the potential size of markets in developing nations from Brazil, China, Indonesian countries like the Philippines along with India, we will need to trade with these countries increasingly and not rely on what is in our immediate vicinity (EU).So, marketers need to understand those markets, what platforms exist, and what their nuances are because they use marketing differently.Data-Driven MarketingThe Global Marketing Alliance survey on data is revealing. As the internet of things gets bigger and real over the next few years, the amount of data we will see will become huge. Marketers understand that, says the survey, some 90%. But less than half that number feel they are ready for data-driven marketing.It is also not a lack of will in companies. The survey asked whether the lack of preparedness was to do with senior leadership commitment – it was more skills than a lack of investment. There is a huge shortage of data analytics professionals to do modern analytics with the modern data flows from the internet.For most businesses, their basic database isn’t right. Never mind the future requirements. So, a lot of companies should start with the basics. Where do we get our data from? How do we store it? What governance do we need around it? Companies are just not using their data to drive business value.There’s a lot of data about, but precious little informationCraig sees this time and time again. They measure outputs NOT outcomes.“The best thing about digital marketing is the data, the worst thing about digital marketing is the data.”There is a massive difference from having data and actionable insight. This still confuses businesses still to this day.One of the big problems is when non-marketers start looking at the detail, they tend to fixate on the detail. The challenge is for them to determine the LEVERS in their business. What is the data you need to allow you to act on?Advice? 	Tier how you report data, depending on the role a person has. 	Get visualisation tools, don’t just rely on spreadsheets. This helps you show what that data MEANS.

Craig Hanna is the Head of Content and Marketing at the Global Marketing Alliance, an international forum for connecting global marketers. The Global Marketing Alliance is an online marketing resource for marketers. Their heritage is data and direct marketing, so they provide insight for data-driven marketers. They also focus, as per the name, on global best practice and next practice globally. Some examples of the work of the Global Marketing Alliance A few years ago, most of the innovation in the marketing communications area was driven by the US and the UK. Nowadays, it is very global. So, marketers need to know what’s happening out there. For example: 	Micro-payments – East Africa is nailing this area. 	Mobile – South and Latin America are leading the way. 	Over the Top Messaging Apps and how they are integrated with Government &amp; Commerce, then look at Asia. Marketers can get inspiration from these markets and The Global Marketing Alliance wants to share that. Many markets have skipped technologies in hard-line/desktop straight to mobile, so they have had to innovate as that is their web. Until recently, only large companies and niche smaller companies really traded internationally, because you needed to put an infrastructure in to do that. Now, with the rise of trade-platforms and the rise of cross-border fulfilment, you don’t need to put an infrastructure in to trade internationally. You can sell £millions overseas by using digital platforms and in-country fulfilment services to do so. Post-Brexit, will The Global Marketing Alliance be even More Valuable? EU legislation in data will be one of the toughest in the world, and we are pretty much signed up to implementing it. So, marketers will need to understand the changes from that arena. We do live in a global market. So, we SHOULD be looking further afield. Look at the potential size of markets in developing nations from Brazil, China, Indonesian countries like the Philippines along with India, we will need to trade with these countries increasingly and not rely on what is in our immediate vicinity (EU). So, marketers need to understand those markets, what platforms exist, and what their nuances are because they use marketing differently. Data-Driven Marketing The Global Marketing Alliance survey on data is revealing. As the internet of things gets bigger and real over the next few years, the amount of data we will see will become huge. Marketers understand that, says the survey, some 90%. But less than half that number feel they are ready for data-driven marketing. It is also not a lack of will in companies. The survey asked whether the lack of preparedness was to do with senior leadership commitment – it was more skills than a lack of investment. There is a huge shortage of data analytics professionals to do modern analytics with the modern data flows from the internet. For most businesses, their basic database isn’t right. Never mind the future requirements. So, a lot of companies should start with the basics. Where do we get our data from? How do we store it? What governance do we need around it? Companies are just not using their data to drive business value. There’s a lot of data about, but precious little information Craig sees this time and time again. They measure outputs NOT outcomes. “The best thing about digital marketing is the data, the worst thing about digital marketing is the data.” There is a massive difference from having data and actionable insight. This still confuses businesses still to this day. One of the big problems is when non-marketers start looking at the detail, they tend to fixate on the detail. The challenge is for them to determine the LEVERS in their business. What is the data you need to allow you to act on? Advice? 	Tier how you report data, depending on the role a person has. 	Get visualisation tools, don’t just rely on spreadsheets. This helps you show what that data MEANS.

#51 Craig Hanna and the Global Marketing Alliance

Ray Spencer

Sarah Roots

Anthony Esparza

*Subscribe @ iTunes* This week is the third part covering the 2013 Thea Awards and TEA Summit.  Podcasting live from the Timber Mountain Log Ride and Knott’s Boardwalk Opening Event at Knott’s Berry Farm with Doug Barnes (Owner/Producer of Season Pass Podcast), Brent Young (Creative Director of Super 78), Robert Coker (Owner and Editor of Thrillride.com), and Stefan Lawrence (StefanRules.com) look back on conversations with Ray Spencer (Creative Director at Walt Disney Imagineering) on Carthay Circle Restaurant, Sarah Roots (Vice President of the Warner Bros. Studio Tour London) &amp; Craig Hanna (CCO of Thinkwell) on the Making of Harry Potter movie experience, and Adam Bezark (The Bezark Company), Dave Cobb (Thinkwell) &amp; Anthony Esparza (Herschend Family Entertainment) on the TEA Next Gen Initiative.  Plus a TEA Summit Review with Andy Garfield &amp; Jason McManus (Lightning in a Bottle) and writer Roby Brown.  All TEA interviews were recorded live at the Disneyland Hotel.  Tons of greatness ahead from the Ultimate Themed Entertainment Event!!  Enjoy!  HELP THE SEASON PASS GET TO IAAPA! 2 WEEKS LEFT--OUR GOAL IS $4000: GOFUNDME.COM/TSPPTOIAAPA  Links: TEA Website Warner Bros. Studio Tour Thinkwell Herschend Family Entertainment Lightning In A Bottle Disneyland Hotel Season Pass Closing Song - Wheels by Enuff Z’nuff on iTunes   Check Out The Season Pass Podcast Website at: www.seasonpasspodcast.com  Follow Us On Twitter! - www.twitter.com/theseasonpass Like the TSPP Facebook page! - www.facebook.com/theseasonpass  Contact us: doug@seasonpasspodcast.com   brent.young@seasonpasspodcast.com    Call the Hotline with Park Trip Reports, Podcast Comments, or Anything else you would like to announce. –1-916-248-5524   Thanks to each one of you for listening to the show.  Your support is extremely appreciated.   © 2013 Season Pass Podcast 

<a href="http://itunes.apple.com/us/podcast/the-season-pass-the-essential/id268430539" rel="nofollow" target="_blank">*Subscribe @ iTunes*</a> This week is the third part covering the 2013 Thea Awards and TEA Summit.  Podcasting live from the Timber Mountain Log Ride and Knott’s Boardwalk Opening Event at Knott’s Berry Farm with Doug Barnes (Owner/Producer of Season Pass Podcast), Brent Young (Creative Director of Super 78), Robert Coker (Owner and Editor of <a href="http://Thrillride.com" rel="nofollow" target="_blank">Thrillride.com</a>), and Stefan Lawrence (<a href="http://StefanRules.com" rel="nofollow" target="_blank">StefanRules.com</a>) look back on conversations with Ray Spencer (Creative Director at Walt Disney Imagineering) on Carthay Circle Restaurant, Sarah Roots (Vice President of the Warner Bros. Studio Tour London) &amp; Craig Hanna (CCO of Thinkwell) on the Making of Harry Potter movie experience, and Adam Bezark (The Bezark Company), Dave Cobb (Thinkwell) &amp; Anthony Esparza (Herschend Family Entertainment) on the TEA Next Gen Initiative.  Plus a TEA Summit Review with Andy Garfield &amp; Jason McManus (Lightning in a Bottle) and writer Roby Brown.  All TEA interviews were recorded live at the Disneyland Hotel.  Tons of greatness ahead from the Ultimate Themed Entertainment Event!!  Enjoy! HELP THE SEASON PASS GET TO IAAPA! 2 WEEKS LEFT--OUR GOAL IS $4000: <a href="http://www.gofundme.com/tspptoiaapa" rel="nofollow" target="_blank">GOFUNDME.COM/TSPPTOIAAPA</a> Links: <a href="http://www.teaconnect.org/" rel="nofollow" target="_blank">TEA Website</a> <a href="http://www.wbstudiotour.co.uk/" rel="nofollow" target="_blank">Warner Bros. Studio Tour</a> <a href="http://thinkwellgroup.com/" rel="nofollow" target="_blank">Thinkwell</a> <a href="http://www.hfecorp.com/" rel="nofollow" target="_blank">Herschend Family Entertainment</a> <a href="http://www.capturethelightning.com/" rel="nofollow" target="_blank">Lightning In A Bottle</a> <a href="http://disneyland.disney.go.com/disneyland-hotel/" rel="nofollow" target="_blank">Disneyland Hotel</a> <a href="http://itunes.apple.com/us/album/greatest-hits/id199891351" rel="nofollow" target="_blank">Season Pass Closing Song - Wheels by Enuff Z’nuff on iTunes</a> Check Out The Season Pass Podcast Website at: <a href="http://www.seasonpasspodcast.com/" rel="nofollow" target="_blank">www.seasonpasspodcast.com</a> Follow Us On Twitter! - <a href="http://www.twitter.com/theseasonpass" rel="nofollow" target="_blank">www.twitter.com/theseasonpass</a> Like the TSPP Facebook page! - <a href="http://www.facebook.com/theseasonpass" rel="nofollow" target="_blank">www.facebook.com/theseasonpass</a> Contact us: <a href="mailto:doug@seasonpasspodcast.com">doug@seasonpasspodcast.com  </a> <a href="mailto:brent.young@seasonpasspodcast.com">brent.young@seasonpasspodcast.com  </a> Call the Hotline with Park Trip Reports, Podcast Comments, or Anything else you would like to announce. –1-916-248-5524 Thanks to each one of you for listening to the show.  Your support is extremely appreciated. © 2013 Season Pass Podcast

tspp #242-Theas & TEA Summit Pt.3 w/Ray Spencer,Sarah Roots,Craig Hanna,Anthony Esparza & More! 8/22/13