Insight Innovation Challenge: Omni-Channel & Real-time Experience Tracking by Fiona Blades of Mesh Planning - Presented at the Insight Innovation eXchange North America 2013
 

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Insight Innovation Challenge: Omni-Channel & Real-time Experience Tracking by Fiona Blades of Mesh Planning - Presented at the Insight Innovation eXchange North America 2013

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How can I activate consumer relationships if I can’t see all of the touchpoints of brand exposure in a single place?” Fiona will speak about how tracking consumers’ experiences in real-time is ...

How can I activate consumer relationships if I can’t see all of the touchpoints of brand exposure in a single place?” Fiona will speak about how tracking consumers’ experiences in real-time is now a viable technique that gives clients powerful, actionable insights for omni-channel media measurement, a longstanding challenge for researchers and clients. Advances in technology, and the willingness to challenge receive wisdom, mean researchers can now track emotional responses and evaluate touchpoints in real-world context. This is one where consumers experience multiple touchpoints, for multiple brands, both above and below the line, and where brand perceptions are built on these complex interactions. As a result brands can now evaluate previously hard-to-reach campaigns and questions, like experiential touchpoints, word-of-mouth, product launches, and path-to-purchase in store. Tracking experiences rather than spend has helped brands optimize their spend and strategy, and addresses both marketing and strategic questions.

About MESH Planning
MESH is the experience agency. We specialise in understanding people’s experiences – with brands, within categories, and across their behaviours. We believe that if you understand the experiences people have, you know why they behave as they do.

MESH provides clients with smarter and faster data into how consumers are responding to their brands, and therefore, how marketing spend and activity can be better deployed. We start by understanding the impact experiences have on people and how these drive behaviour and purchase. MESH uses a blend of approaches, including Real-time Experience Tracking (RET) and Customer Network Exploration.

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  • We invite Claire and others like her to become our eyes and ears in your category using a 3 stage approach.We capture Claire’s views about your brand and category in an online or face to face survey.After this Claire reports her experiences as they happen, usually for a week.At the end of her real-time reporting, Claire conducts another survey where we see if her views have changed.If they have we can use our bespoke analytic tools to uncover the impact of her experiences on her brand perceptions.
  • During the real-time data capture we send Claire a text and ask her to text us whenever she hears, sees or experiences anything to do with a list of brands.
  • Imagine she saw Nescafe in store, she would reply to the text with a 4 character code: a155 meaning Nescafe, In Store, felt Very Positive and Much more likely to Choose.
  • Each text goes into Claire’s own online diary where we invite Claire to describe the experience in more detail and upload any photos she may have taken of the experience.
  • We will tailor these questions with you.
  • Importantly, the RET approach captures people’s emotions in the moment. It is almost impossible to recall emotion. You may remember seeing a poster but it is difficult to remember how you felt at the time and almost impossible to remember your reaction the 5th and 13th time you saw it.

Insight Innovation Challenge: Omni-Channel & Real-time Experience Tracking by Fiona Blades of Mesh Planning - Presented at the Insight Innovation eXchange North America 2013 Presentation Transcript

  • 1. Omni Channel and Real-timeExperience Tracking© MESH Planning 2013 | The Experience Agency | www.meshplanning.comPresented by Fiona BladesJune 19th 2013
  • 2. |Half the money I spendon advertising iswasted; the trouble is Idont know which half.John Wanamaker1838
  • 3. |Challenge 10www.meshplanning.com 3“How can I activate consumerrelationships if I can’t see allof the touchpoints of brandexposure in a single place?MR Client2013
  • 4. |We believe thatExperiences CREATEbrands“People build brandslike birds buildnests, from scraps andstraws they chanceupon.”JeremyBullmorewww.meshplanning.com 4
  • 5. |www.meshplanning.com 5These experiencesDRIVE brand metricsTraditional Trackinglooks at how imagedrives considerationReal-time ExperienceTracking allows us toidentify whichexperiences arespecifically drivingbrand health metrics
  • 6. |2006www.meshplanning.com 6TXT
  • 7. |www.meshplanning.com 7PurchaseJourney Banner adsBrand’s own WebsiteReview sitesPurchasingVisitingCommunicationsLifestyle /ExperientialAdvertisingSponsorshipProduct PlacementAdvertisingReviewsSeeing in newspapers/magazinesPublic TransportBillboard campaignsLocal PressTVSocial MediaNational PressSeeingothersconsumingMeConsumingColleaguesFriendsFamilyTwitterFriends commentsFacebook pageRetailer’s website
  • 8. |www.meshplanning.com 8WE INVITE PARTICIPANTS TO BEOUR EYES AND EARS IN YOURCATEGORYONLINE REAL-TIME ONLINE
  • 9. |www.meshplanning.com 9Text uswhenever yousee, hear orexperienceanything to dowith thefollowingbrands…BRAND: A)Nescafé B)KencoC)Douwe Egbert’s D)Maxwell HouseE)Carte Noire F)Rappor G)OtherOCCASION: A)TV B)In store C)In acafé/restaurant D)Me drinkingE)Someone else drinkingF)Sponsorship G)Poster/BillboardH)Newspaper I)Magazine J)OnlineK)Radio L)Conversation M)CinemaN)OtherFEELING: 5)Very positive 4)Fairlypositive 3)Neutral 2)Fairly negative1)Very NegativeCHOICE: 5)Much more likely tochoose 4)Slightly more likely tochoose 3)No difference 2)Slightly lesslikely to choose 1) Much less likely tochoose
  • 10. |Imagine you sawNescafe In store…www.meshplanning.com 10…YOU WOULD TEXT:a 5i 5CHOICE:5) Much more likely to choose4) Slightly more likely to choose3) No change2) Slightly less likely to choose1) Much less likely to chooseENGAGEMENT:5) Very positive4) Fairly positive3) Neutral2) Fairly negative1) Very negativeBRAND:a) Nescaféb) Kencoc) Douwe Egbert’sd) Maxwell Housee) Carte Noiref) Rapporg) OtherOCCASION:a) TVb) Magazinec) In a café/restaurantd) Me drinkinge) Someone else drinkingf) Sponsorshipg) Poster/Billboardh) Newspaperi) In Storej) Onlinek) Radiol) Conversationm) Cineman) OtherWhich brand was it?Where did you experience it?How likely did it make youto choose the brand nexttime?How did it make you feel?
  • 11. |Now tell us more in an onlinediary…11Wednesday7th February 2012, 11:54Wednesday7th February 2012, 10:22Tuesday 6th February 2012, 18:46Tuesday 6th February 2012, 13:05Tuesday 6th February 2012, 08:38Nescafé, In store, Very Positive,Much More Likely to ChooseMaxwell House, Conversation, Very Negative,Much Less Likely to ChooseKenco, TV, Fairly Positive,Slightly More Likely to ChooseNescafé, In store, Fairly Positive,Slightly more likely to ChooseOther, Mailing/Leaflet, Slightly Negative,No changeWednesday 7th February 2012, 11:54NescaféIn storeVery positiveMuch more likely to chooseSaw a display for new product packaging.There was also some information aboutwellness, which made me want to find outmore from the website.End of aisle display19/12/2012, 11:54www.meshplanning.com
  • 12. |NescaféIn storeVery positiveMuch more likely to chooseSaw a display for new product packaging.There was also some information aboutwellness, which made me want to find outmore from the website.End of aisle display07/02/2012, 11:54…where we can tailor thedetailed questionswww.meshplanning.com 12End of aisle displayProduct on shelfIn store posterProduct samplingLeafletOtherSaw a display for newproduct packaging. Therewas also some informationabout wellness, whichmade me want to find outmore from the website.TVPoster/BillboardRadioOnline/MobileCinemaNewspaperMagazineIn store
  • 13. |Emotional responses to theseexperiences need to be captured inreal-timewww.meshplanning.com 13“Because emotions are transient and rapidlychanging, the acquisition of accurate data aboutthem is almost completely beyond the scopeof retrospective methods. ”- Dr Andy Wells, psychologist, LSE
  • 14. |RET answers difficult businessquestionswww.meshplanning.com 14“How can I see the impact ofnew experiential touchpointsfor Gatorade relaunch inMexico?PepsiCo“How can I understand whereto invest in path to purchasefor LG in the USALG“How can I optimize a majorlaunch of Schick Hydro inGermanyEnergizer
  • 15. |Multi-Media Campaign for EnergizerlaunchSep Oct Nov Dec Jan FebTargeted Boost Targeted BoostTVPressOnlineOOHFieldwork Fieldwork
  • 16. |Business Impactwww.meshplanning.com 16“As a result, the campaign achieved greaterimpact with lower spending. Energizerexecutives calculated that the new measuresled to a threefold improvement inadvertising cost-effectiveness and increasedEnergizer’s revenue in the razor category by10% in less than four months.”- Harvard Business Review, September 2012Better Customer Insight – in Real-Time
  • 17. |Proven successwww.meshplanning.com 17“New tool radicallyimprovesmarketingresearch”- Harvard Business Review, September 2012Better Customer Insight – in Real-Time