Strategy and Data: GlobalSaké San Francisco

TL;DR

GlobalSaké San Francisco offered a unique approach to globalization discussions, focusing on the real core drivers of localization: market share and revenue. Key insights included using research tools and data sets to win globally, measuring user experience engagement scientifically, understanding how trust varies across cultures, and approaching content psychographically. The event demonstrated how to combine strategic thinking with practical measurement, coding, and execution-providing non-marketers valuable insight into data-driven global expansion strategies.

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GlobalSaké is a fairly new thing, though it's not broadly known about yet, I'm sure that will change.

Attending events abroad can be very much like events locally, it's great to find one that stands out in a different way. From the opening reception at DZINE to the closing session, this was a fun show with a not so run-of-the-mill agenda.

Highlights of the Event

While there were many highlights, a few really stood out. Firstly - Taiko drumming. The sake tasting and Taiko drumming were held in a nearby furniture showroom, which made a great place for the mixer and performance. Living in San Jose we have regular access to Taiko performances, and if you haven't been to one I strongly suggest you do. Amazing.

The main sessions began the following day at ZenDesk. Easy to get to, a nice space, and I like their software - so many thanks to ZenDesk for hosting this for us and building useful software. The day covered a lot of what the real core drivers of localization and Globalization are - market share and revenue. Providing non-marketers a lot of insight into how research is done, some of the tools and data sets that are available, and how to use them in concert with your other data and efforts to win globally.

Key Insights

How we can measure the brains level of engagement while testing user experiences with the science made practical, was sure to drive many UX designers to long for complex medical imaging equipment!

Trust and relevance were discussed and dissected in detail. Different cultures are more or less trusting of different things, and how to build trust also varies widely. From how to approach this strategically, but how to code for it, and measure it was much food for thought.

Looking at cultures and content psychographically is a growing trend, it was great to learn more about how this is being handled by different organizations. Plus hear about some new things available to help organizations think about and enact their global strategies.

I will be looking forward to the next one.

(looking for events in the Silicon Valley area? Check out the Bay Area Globalization Events Calendar)

-Ben Cornelius