The Elusive Brand: How to Measure Brand and the Communications Focused On It

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The Elusive Brand: How to Measure Brand and the Communications Focused On It

  1. 1. The Elusive Brand:How to Measure Brand and theCommunications Focused On It Predictive Analytics World Conference – Toronto March 2012Natalie KortumNatalie Kortum marketingmathgirl.com
  2. 2. What impact is marketing having on Brand in comparison to other drivers?Natalie Kortum Global Marketing
  3. 3. BRAND?Natalie Kortum Global Marketing
  4. 4. Natalie Kortum Global Marketing
  5. 5. What is ? How likely is it that you would recommend this brand to a friend or colleague? Source: http://www.netpromoter.com/why-net-promoter/know/Natalie Kortum Global Marketing
  6. 6. What is ? How likely is it that you would recommend this brand to a friend or colleague? Source: http://www.netpromoter.com/why-net-promoter/know/Natalie Kortum Global Marketing
  7. 7. What do you mean by Brand? Net Promoter ScoreNatalie Kortum Global Marketing
  8. 8. Natalie Kortum 8 Global Marketing http://www.kpua.net/images/2006hoolaulea/crowd2_full.jpg
  9. 9. >25k Dell conversations everyday How? Aggregate -> Brand • Daily • Customer selected topics • Deep divesNatalie Kortum possibleGlobal Marketing
  10. 10. Introducing SNAP Social Net Advocacy Pulse Drill-down and Aggregated Targeted Uncover Metric Listening insightsNatalie Kortum Global Marketing
  11. 11. SNAP: How does it work? Aggregate Enrich Collate DeliverNatalie Kortum Global Marketing
  12. 12. What do you mean by Brand? Net Promoter ScoreNatalie Kortum Global Marketing
  13. 13. 2008 NPS Scores 2008 Interbrand Rankings 80 70 60 50 40 73 73 30 20 10 0 Amazon GoogleNatalie Kortum Global Marketing
  14. 14. Sample DataBrand Value Week Natalie Kortum Global Marketing
  15. 15. Just select one and go with it…Natalie Kortum Global Marketing
  16. 16. Natalie Kortum Global Marketing
  17. 17. Natalie Kortum Global Marketing
  18. 18. Inconsistency + Combine to oneMultiple valid metricmeasurementsNatalie Kortum Global Marketing
  19. 19. Bringing the variables together… To find the elusive brand equityNatalie Kortum Global Marketing
  20. 20. 400 Levers representing the business -> Revenue & Brand Product SalesInnovation Investments Ship Commit AccuracyMarketing Support Spend Satisfaction Product QualityPricingNatalie Kortum Global Marketing
  21. 21. 400 variables considered representing all business leversNatalie Kortum 21 Global Marketing
  22. 22. Human Brain Network Global MarketingNatalie Kortum 22
  23. 23. Explaining the Changes in Brand Ending Brand LevelStarting BrandLevel *Numbers for illustrative purposes; not actual Dell figures Natalie Kortum Global Marketing
  24. 24. Questions?Natalie Kortum3/25/201324 Confidential Global Marketing
  25. 25. Thank YouNatalie Kortummarketingmathgirl.com For more information on Dell’s Social Media Services: Please visit: www.dell.com/socialmediaservices Or email: Eric_Nystrom@dell.com (Dir. Social Services Sales) and/or SMServices@Dell.com

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