Tracking Multichannel, Real Time Customer Experience

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  • 1. Tracking multichannel, real time customer experience Presentation to Cranfield Customer Management Forum November 17th 2010 Lauren Praverman and Fiona Blades WWW.MESHPLANNING.COM 1
  • 2. Purpose of today• To share the reasons for tracking real time customer experiences• To show how its done• To share some of the insights it has revealed• To show how the insights are impacting on business decisions WWW.MESHPLANNING.COM 2
  • 3. Experiences driving Sales Sales Historically Brand …but we need to know Consideration which pieces of Tracking analytics identify which brand marketing activityimage attributes drive Brand Image drive Consideration and Consideration… Sales Experience WWW.MESHPLANNING.COM 3
  • 4. WWW.MESHPLANNING.COM4
  • 5. The approach Each participant is in the field for one weekLegacy Brand Health Current Brand Experience Future Brand Direction WWW.MESHPLANNING.COM Participants complete a Legacy After 7 days of texting and a final visit to Brand Health questionnaire in Participants text the Every other day the diary participants complete a Future advance of starting the real-time brands and experiences participants are Brand Direction questionnaire before texting process. This contains the they come across required to visit their exiting the survey. This is a good place to usual tracking measures plus other during their week in SMS diary to look into specific ad recall and diagnostics metrics. field. We agree the embellish the in more detail. brand and experiences experiences they together. have already texted about. 5
  • 6. All the questions you know and love Screener: to filter on 16-45 Identify consumption groups (loyalists) Spontaneous then Prompted Brand and Ad Awareness Brand Evaluation in Competitive Context on key metrics Favourability Consideration Momentum WWW.MESHPLANNING.COM Brand Image and statement association measures Briefing for Texting and Diary Element 6
  • 7. Texting frameworkText us whenever you see, hear BRAND: a) Pepsi OCCASION: a) TV FEELING: 5) Very positive CHOICE: a) Much more likely to or experience anything to do b) Pepsi Max c) Coca-Cola b) Poster/Billboard c) Radio 4) Fairly positive 3) Neutral choose b) Slightly more likely to choose with the following brands… d) Coke Zero e) Diet Coke d) Me Drinking/purchasing e) Conversation 2) Fairly negative 1) Very negative c) No change d) Put me off choosing f) Tango f) Cinema g) Other carbonate g) Newspaper h) Magazine i) Sponsorship j) In Store WWW.MESHPLANNING.COM k) Vending Machine l) Someone else drinking m) Online n) Mailing/Leaflet o) In pub/bar/restaurant p) Other 7
  • 8. You tell us BRAND: A)Pepsi B)Pepsi Max C)Coca-Cola D)Coke Zero E)Diet Coke F)Tango G)Other fizzy drink OCCASION: A)TV B)Poster/Billboard C)Radio D)Me Drinking/purchasing E)Conversation F)Cinema G)Newspaper H)Magazine I)Sponsorship J)In Store K)Vending Machine L)Someone else drinking M)Online N)Mailing leaflet O)In pub/bar/restaurant P)Other FEEL: 5)Very positive 4)Fairly positive 3)Neutral 2)Fairly negative 1) Very negative CHOICE 4) Much more likely to choose 3) Slightly more likely to choose 2) No change 1) Put me off choosing WWW.MESHPLANNING.COM 8
  • 9. Pepsi, Someone else Drinking, Very Positive,Much more likely to choose next time BRAND: OCCASION: FEELING: CHOICE: a) Pepsi a) TV 5) Very positive 4) Much more likely to choose b) Pepsi Max b) Poster/Billboard 4) Fairly positive 3) Slightly more likely to c) Coca-Cola c) Radio 3) Neutral choose d) Coke Zero d) Me Drinking/purchasing 2) Fairly negative 2) No change e) Diet Coke e) Conversation 1) Very negative 1) Put me off choosing f) Tango f) Cinema g) Other carbonate g) Newspaper h) Magazine AL 5 4 i) Sponsorship j) In Store k) Vending Machine WWW.MESHPLANNING.COM l) Someone else drinking m) Online n) Mailing/Leaflet o) In pub/bar/restaurant p) Other 9
  • 10. My SMS Diary WWW.MESHPLANNING.COM10
  • 11. Looking to the future Main message about the brand Brand Evaluation in Competitive Context on key metrics This is where we Favourability measure any Consideration potential shifts in Momentumperceptions that have occurred during people‟s week of Brand Image and statement association measures texting Execution evaluation WWW.MESHPLANNING.COM Segmentation 11
  • 12. Study Details March April May June July August Experience Tracker Wave 1 Wave 2 Wave 3 Wave 4 Wave 5 18th March – 18th April 12th April – 16th May 10th May – 13th June 7th June – 11th July 5th July – 11th AugustPepsi Max Breathtaking World Cup TV/Online OOH (4th-18th April) (1st – 28th March) TV (4th April – 16th May) Online and Press WWW.MESHPLANNING.COM OOH (7th – 20th June)Girth Press TV (7th – 4th July)Tango Radio (7th – 27th June) Online 12
  • 13. Study details Participants Texts PhotosWave 1 535 4774 299Wave 2 460 3845 433Wave 3 547 4535 420Wave 4 420 4010 703Wave 5 546 4713 516 WWW.MESHPLANNING.COM 13
  • 14. WWW.MESHPLANNING.COM14
  • 15. As context, TROI Experience Database for UKreveals importance of In Store and TV Base;18,293 texts Base;45,030 texts WWW.MESHPLANNING.COM 15 Source: Current Brand Experience (Text data)
  • 16. In Wave 1 we immediately saw the dominanceof Trade touchpoints WWW.MESHPLANNING.COM 16 Source: Current Brand Experience (Text data)
  • 17. Me drinking/purchasing and Mailing Leaflet are themost persuasive experiences for the category WWW.MESHPLANNING.COMSource: Current Brand Experience (Text Data) 17Base: 21,877 texts
  • 18. Channel LearningsPower of consumptionexperiences are under utilised WWW.MESHPLANNING.COM 18
  • 19. Me drinking/purchasing is an enormously powerful Touchpoint WWW.MESHPLANNING.COMSource: Current Brand Experience (Text Data) 19Base: 21,877 texts
  • 20. MePepsi Max has the highest quality consumption Drinking Purchasing (Waves 1-5 combined) and purchasing experiences Pepsi Max Pepsi Coke Zero Coca-Cola Diet Coke Me Drinking Purchasing (Waves 1-5 combined) 70% Pepsi Max 65% Pepsi Coke Zero 60% Coca-Cola Diet Coke 55%Purchase Intent T2B (%) 50% WWW.MESHPLANNING.COM 45% 40% 35% 30% 25% 20% 40% 45% 50% 55% 60% 65% 70% 75% 80% Positivity T2B (%) Source: Current Brand Experience (Text Data) 20 Base: 5,279 texts
  • 21. Model 2: Consumption drives top-2-box improvement forPepsi Max is the only brand where the ConsumptionPepsi Max experience alone drives ConsiderationCONSUMPTION TOUCHPOINTS Me purchase only + Me purchase and drink (0.64) + CONSIDERATION Me drink only (Improvement in (0.31) top-2-box between t0 and t1) Pepsi Max is the only brand that has a WWW.MESHPLANNING.COM significant link from drinking to top-2-box improvement. The consumption effect is even stronger when there is a combination of purchase AND drinking. Base (n) = 2506 (5 waves) Binary regression model; Positive change in consideration / Negative or no change. Solid black line = Significant 21 21
  • 22. Soft drinks clearly serve specific need states Me time An energy boostA social break WWW.MESHPLANNING.COM 22
  • 23. Coca-Cola and Diet Coke are creatively tapping into consumption need states WWW.MESHPLANNING.COM 23
  • 24. Off Trade LearningsPepsi trade push,Coca-Cola brand pull WWW.MESHPLANNING.COM 24
  • 25. 50% of experiences in this catagory are impulse Impulse Vs. Planned Purchases Converted – Fulfilled – Planned Impulse category and Yes category brand decision 39% purchase decision Whether intended to 18% 21% buy a particular 50% 11% fizzy brand? No Diverted- Impulse 61% category and impulse brand decision brand decision WWW.MESHPLANNING.COM Not planned Planned 68% 33% Whether intended to buy a fizzy drink?Source ;Me Drinking/purchasingExperiences - 5 waves 25n=5279 texts
  • 26. However, Pepsi Max drives a larger proportion of impulse purchases within the brand mix Purchase Type Profile Impulse vs Planned Purchase/Consumption Impulse brand and category purchase 46% 38% decision 50% 48% 50% 55% 55% 62% Diverted-impulse brand decision 19% 9% 11% 14% 11% 7% 11% 17% Converted-impulse 8% 14% 18% 22% 18% 31% category decision 18% 15% 28% 25% 21% 16% 16% 15% 21% Fulfilled 12% WWW.MESHPLANNING.COM Total Pepsi/Pepsi Pepsi Pepsi Max Coca-Cola Coke Zero Diet Coke Tango n=5279 Max Net n=557 n=644 n=1266 n=317 n=1166 n=276 n=1201 Stronger pre-existing More successful trade activities demand for Coca-Cola which are triggering Pepsi purchase/consumption more than other cola brandsSource ;Me Drinking/purchasing Experiences - 5 waves 26n=5279 texts
  • 27. Trade activity is „pushing‟ Pepsi Max Wordle For Me Drinking/Purchasing Comments PEPSI WWW.MESHPLANNING.COMSource: Current Brand Experience (Text data)Pepsi Max, Me drinking/purchasing 27n=652 comments
  • 28. Consumer demand, “feeling thirsty” and a needfor “refreshment” are the main drivers for Coca- Cola Wordle For Me Drinking/Purchasing Comments COCA -COLA WWW.MESHPLANNING.COMSource: Current Brand Experience (Text data)Coca Cola, Me drinking/purchasing 28n=1270 comments
  • 29. Model 1: Consumption drives improvements in top-2-box Cranfield analysis showed that Meconsideration for Pepsi Purchasing/Drinking drove Consideration ACTIVE TOUCHPOINTS Conversation Pub/bar/restaurant In store Online* CONSIDERATION (Improvement in Vending machine top-2-box between t0 and t1) WWW.MESHPLANNING.COM + Me purchasing / drinking (0.31) * Includes active and passive elements Base (n) = 2506 (5 waves) Binary regression model; Positive change in consideration / Negative or no change. Solid black line = Significant 29 29
  • 30. Model 2: Purchase drives up top-2-box Consideration Unlike, Pepsi Max, Pepsi Considerationfor Pepsi is driven more by Purchase than Consumption CONSUMPTION TOUCHPOINTS + Me purchase only (0.38) + Me purchase and drink (0.32) CONSIDERATION (Improvement in top-2-box Me drink only between t0 and t1) WWW.MESHPLANNING.COM Base (n) = 2506 (5 waves) Binary regression model; Positive change in consideration / Negative or no change. Solid black line = Significant 30 30
  • 31. Channel Learnings Mailing Leaflets highly persuasiveinfluencing planned purchase WWW.MESHPLANNING.COM 31
  • 32. Mailing/leaflets is our second most persuasive experienceTop2Box Choice – Market Average (%) WWW.MESHPLANNING.COM Top2Box Positivity – Market Average (%) Source: Current Brand Experience (Text Data) 32 Base: 21,877 texts
  • 33. It is a relatively higher reaching Touchpoint for Pepsi and is the third most persuasive Touchpoint Top2Box Choice – Market Average (%) WWW.MESHPLANNING.COM Top2Box Positivity – Market Average (%) Source: Current Brand Experience (Text Data) 33 Base: 2,711 texts
  • 34. Extremely persuasive retailer promotions encourage people to plan their next purchase“It was a supermarket offers leaflet with multipack coke cans, but I would be influenced by the fact that they would be on offer, the offer would possibly make me switch brands” WWW.MESHPLANNING.COM Source: Current Brand Experience (Text Data) 34
  • 35. Model 1: Mailing leaflets are a leaflets and Posters Offer-led Mailing strongly significant driver driveof top-2-box consideration for Pepsi. Posters work too. Consideration for Pepsi PASSIVE TOUCHPOINTS TV Sponsorship Someone else drinking + CONSIDERATION Radio (Improvement in + top-2-box Poster /billboard (0.28) between t0 and t1) Newspaper WWW.MESHPLANNING.COM This is Mailing leaflet (0.82) a powerful effect! Consistently occurs across waves. Magazine Base (n) = 2506 (5 waves) Binary regression model; Cinema Positive change in consideration / Negative or no change. Solid black line = Significant 35 35
  • 36. Again, these included links to take away foodFeaturing on takeaway leaflets “seeing all the choices lying next to the drinks, you really wanted to pick up your phone and order them right now!!” Pepsi, Takeaway leaflet, fairly positive, slightly more likely to choose “the more you see, the more you want to have them right now!! it is WWW.MESHPLANNING.COM nice to know that they match the food with pepsi!!” Pepsi, Takeaway leaflet, fairly positive, slightly more likely to choose 36
  • 37. On Trade LearningsCoca-Cola dominating but Free Refills and link with food work for Pepsi WWW.MESHPLANNING.COM 37
  • 38. Coca-Cola consistently Reaches more people through On Trade over each Wave Average Reach Per Week – across waves 15% On Trade 12% 11% 10% 10%Average Reach per Week (%) 10% Pepsi 9% 9% 9% 8% 6% 6% Coca-Cola 6% 6% 5% 5% 5% Pepsi & Pepsi Max 4% WWW.MESHPLANNING.COM 0% Wave 1 Wave 2 Wave 3 Wave 4 Wave 5 Source: Current Brand Experience (text data) n = number of people 38 535 Wave 1; 460 Wave 2; 547 Wave 3; 420 Wave 4; 546 Wave 5
  • 39. Coca-Cola experiences are of higher quality than Pepsi Through branding... Friends drinking coca cola from glasses with the logo clearly marked Eye catching beer mat made me want a coke And a strong presence at POP... WWW.MESHPLANNING.COM Went out after eating my lunch at work for a quick beer and noticed a coca cola poster in the bar 39
  • 40. However in Wave 2 Pepsi outperforms Coca-Cola through On Trade experiences Source: Current Brand Experience (text data) n = number of texts Total Wave 1 Wave 2 Wave 3 Wave 4 Wave 5 Pepsi 169 55 29 25 25 35 Coca Cola 307 66 48 69 69 55 WWW.MESHPLANNING.COM 40
  • 41. Free refills help drive the quality of experiences. Prominent displays make it more efficient Wordle For Wave 2 On Trade CommentsI went to a restaurant and there was an offer on WWW.MESHPLANNING.COMPepsi free refills there was a huge poster on the wall advertising thisPepsi, In pub/bar/restaurant, Prominent display of the fizzy drink, Very positive, much more likely to choose Source: Current Brand Experience (Text data) Wave 2 41 n=29 comments for Pepsi, In Pub/Bar/Restaurant
  • 42. Model 3:TV and On Trade drive closeness On-trade and TV drive closeness to Pepsi to Pepsi PASSIVETOUCHPOINTS Radio; Sponsorship; Poster/billboard; Cinema; Newspaper; Magazine; + Mailing leaflet; Someone else drinking TV (0.16) Improvement in closeness ACTIVE TOUCHPOINTS to the brand Online; Conversation; between t0 and t1 + Vending machine; In-store; WWW.MESHPLANNING.COM Me purchasing/drinking Pub/bar/restaurant (0.21) Base (n) = 2506 (5 waves) Binary regression model; Positive change in image / Negative or no change. Solid black line = Significant 42 42
  • 43. The TV is primarily through the KFC ads as Pepsi was not on air“Again, I saw the Kentucky FriedChicken BBQ offer on TV( Channel 5) during a programme ad break which featured Pepsi Cola as part of the deal.” WWW.MESHPLANNING.COM “I was watching a recording of American idol (itv2) which I taped on sky+. this advert came up a few times and I noticed the Pepsi in the KFC advert. this actually made me thirsty.” 43 Wave 1: Current brand experience