OPMG × RAPP
Connected Data Deck
OPMG was preparing a global internal C-suite strategy presentation focused on operationalizing connected data across marketing, media, and CRM. The existing framework was rich in capabilities but lacked visual clarity and conceptual cohesion — especially in the most advanced sections. They needed a strategist/designer hybrid who could both understand and simplify the tech stack without dumbing it down.
The Ask
I was responsible for the most advanced and structurally critical section of the deck: illustrating how data signals across touchpoints are captured, modeled, enriched, and applied to drive business actions.
The Challenge
Think: from data ingestion to customer decisioning, in a language the CMO, CTO, and CRO could all align on.
The Solution
- •Audited OPMG’s signal taxonomy and frameworks to unify language across analytics, media, and creative teams
- •Designed a layered “data journey” showing how first-, second-, and third-party data is captured, modeled, and activated
- •Created a “signal grid” metaphor to visualize how deeper data drives +30%, +50%, +100% performance lifts
- •Grounded strategy in real use cases like lead scoring, personalization, and pathing models to connect theory to outcomes
The Outcome
- •Helped align senior leadership across creative, data, and media
- •Visuals became a foundational part of OPMG’s 2025 strategy comms
- •Created a reusable visualization system for future client pitches and training
- •Transformed complex signal architecture into executive-aligned storytelling