Measuring the Social
Voice of the Customer
(Earned Media)
Econometrics Approach
Client Situation
1) Low cost airline has found it’s profitability squeezed in the last year.
2) Media spending has increas...
Developing the airline brand Semantic Engagement
Index SEITM
SKYTRAX is an online
airline quality review site
Mine social ...
Environment
SEI scored Topics
SEI Themes
Consumer Experience and
Engagement
Offline Media
Digital Media
TV
Radio
Outdoor
P...
37% of bookings driven
by:
 Macro-factors
 Flight Prices
 Seasonality
 JetFuel Prices
 Exchange Rates
 Ashcloud
 Ol...
Media Channel
Current Spend
(Last 12 months)
Modelled
TOTAL
Revenue
Contribution
(last 12
months)
Direct
ROI Per
£1 Spent
...
Marketing ROI per Pound spent
Full Marketing Spend Optimisation
Spending optimization finds +4% more revenue by reallocating the current
£45.6M budget t...
9
FlightBookings
FlightBookings
FlightBookings
+31%
Lift
+51%
Lift
+65%
Lift
+38%
Lift
Driving Growth via Integrated Media...
Earned Social Media Content Drivers
(19% Amplification)
Bookings
Inflight experience
content drivers made
the largest
cont...
What did the client do as a result of this insight?
Media & Business Planning Changes
 Re-allocated planned marketing spe...
About Us
The Semantic Engagement Index SEITM is a product of Stance-Shift AnalysisTM*. Published and peer
reviewed, Stance...
Fusing SEITM based language
measurement with
advanced analytics to
understand competitive
brand positioning, content
drive...
Michael Wolfe
CEO
Bottom Line Analytics
E: mjw@bottomlineanalytics.com
M: (770).485.0270
www.bottomlineanalytics.com
Masoo...
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Social Media VOC Measurement for Airlines

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Here's some snippets from a recent econometrics piece for an airline operator. The operator has struggled for a number of reasons (internal and external). Now wanted to show more accountability for it's marketing spend.

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Social Media VOC Measurement for Airlines

  1. 1. Measuring the Social Voice of the Customer (Earned Media) Econometrics Approach
  2. 2. Client Situation 1) Low cost airline has found it’s profitability squeezed in the last year. 2) Media spending has increased threefold – There is a need for accurate measurement and accountability. Up to now, everything has been based on “gut feel”. 3) Online customer experience reviews on SKYTRAX are becoming increasingly important – can we measure the impact they have on flight bookings? 4) Key question: how can we optimise media spending to ensure it is geared for bottom-line growth. 1) Undertake Econometric analysis to quantify the impact of key business growth drivers including media and marketing. 2) Measure the impact of social/online customer reviews on flight bookings. 3) Assess the relationship between media spending and business constraints such as seat availability (Passenger Load Factor) 4) Optimise spending such that we can reallocate media investments to drive future growth in flight bookings. Our Approach
  3. 3. Developing the airline brand Semantic Engagement Index SEITM SKYTRAX is an online airline quality review site Mine social media conversations and online customer reviews Apply our Linguistics approach to textual corpus Distil what is important based on engagement scoring Develop a trended SEI metric for the airline brand. Score Themes and Topics Value Overhead lockers Food Leg room Friendly Staff Knowledge Found Resolution Quality Baggage Allowance Inflight Experience Customer Service
  4. 4. Environment SEI scored Topics SEI Themes Consumer Experience and Engagement Offline Media Digital Media TV Radio Outdoor Print Digital display network Digital display premium Display Retargeting Paid Search branded Paid Search generic Seasonality Macro economic Retail Number of routes added Passenger load factor Flight Prices SEO - Website Net Flight Bookings The impact of media on sales is ‘amplified’ via earned social media. Modelling the Earned Media Impact on Sales Value Overhead lockers Food Leg room Friendly Staff Knowledge Found Resolution Quality Baggage Allowance Inflight Experience Customer Service
  5. 5. 37% of bookings driven by:  Macro-factors  Flight Prices  Seasonality  JetFuel Prices  Exchange Rates  Ashcloud  Olympics Incremental Media Contributions Digital Media is the dominant driver of this airlines’s business, although it previously didn’t know how important it really was. Passenger Load Factor (3%) Number of routes added (8%) Baseline Sales 37% Media Contribution 52% Generic Paid Search (0.3 %) Digital Premium Display (2.4 %) Generic Paid Search (6.0 %) TV (7.2 %) Digital Display Retargeting (7.2 %) Digital Video on Demand (3.6%) Google Trends, Digital Trends, SEO (8.4%) Branded Digital Paid Search (0.3 %) The media contributions include within them the amplification effect through earned media customer comments taken from facebook, twitter and SKYTRAX. We estimate this Amplified impact to stand at around 19% (see next slide)
  6. 6. Media Channel Current Spend (Last 12 months) Modelled TOTAL Revenue Contribution (last 12 months) Direct ROI Per £1 Spent ROI Per £1 Spent with SEI Amplified Earned Media Amplifica tion Effect (SEI) F - E % Amplifica tion (G/E) SEI Amplificatio n Revenue Impact Direct Revenue Impact Generic Digital Paid Search £2,173,913 £350,000 £0.11 £0.16 £0.05 29% £102,000 £248,000 Digital Premium Display £10,869,565 £3,280,000 £0.29 £0.30 £0.01 3% £97,187 £3,182,813 Digital Display Network £8,695,652 £8,200,000 £0.87 £0.94 £0.08 8% £669,224 £7,530,776 TV £8,695,652 £9,840,000 £0.87 £1.13 £0.26 23% £2,252,344 £7,587,656 Digital Display Retargetting £6,521,739 £9,840,000 £1.32 £1.51 £0.19 12% £1,218,670 £8,621,330 Digital Video on Demand £2,173,913 £4,920,000 £2.00 £2.26 £0.26 11% £561,381 £4,358,619 Google Trends, Digital Website SEO £4,347,826 £11,480,000 £2.41 £2.64 £0.23 9% £1,000,853 £10,479,147 Branded Digital Paid Search £2,173,913 £22,960,000 £7.01 £10.56 £3.55 34% £7,724,211 £15,235,789 Total £45,652,174 £70,870,000 £1.55 £1.85 £0.30 £13,625,870 £57,244,130 Marketing ROI per Pound spent: Earned Social amplifies overall media ROI by +19% Total amplified impact from SEI
  7. 7. Marketing ROI per Pound spent
  8. 8. Full Marketing Spend Optimisation Spending optimization finds +4% more revenue by reallocating the current £45.6M budget towards more branded paid search. £45,652174 £45,652174
  9. 9. 9 FlightBookings FlightBookings FlightBookings +31% Lift +51% Lift +65% Lift +38% Lift Driving Growth via Integrated Media Measurement The marketing mix is like a symphony generating more than the sum of its parts
  10. 10. Earned Social Media Content Drivers (19% Amplification) Bookings Inflight experience content drivers made the largest contribution to flight bookings.
  11. 11. What did the client do as a result of this insight? Media & Business Planning Changes  Re-allocated planned marketing spend towards more effective channels.  Integrated campaign execution as per media synergies.  Message refinement: focusing on comfort (leg room) and food (end of no frills) on effective channels with social platforms. Other Operational Changes  Change of policy on baggage allowance (increased from 15kg to 22Kg per customer one way per bag – up to 3 bags max)  Review in flight cabin crew training procedures
  12. 12. About Us The Semantic Engagement Index SEITM is a product of Stance-Shift AnalysisTM*. Published and peer reviewed, Stance Shift AnalysisTM reveals what really matters to the consumer. This is the underpinning of our approach. Stance-Shift measures consumers’ verbal shifts in positioning as they talk, where the “shift” infers a landmark change in emotion, intensity, appraisal and commitment towards a subject (brand, topic, campaign or concept) This approach enables us to solve for what others miss: Size, Trend and New Concepts. Two levels of scoring: 1) Emotion and Commitment is understood through engagement scoring – far superior to simple words/comment frequency. 2) Graded tonality scoring (the + and -) to understand negative and positive sentiment. The Semantic Engagement Index SEI TM integrates our Stance Shift measurement engine to power consumer insights and advanced analytical modeling. Using Stance Shift AnalysisTM for consumer insights and modelling Stance Analysis: Social cues and attitudes in online interaction, Mason, et al, Linguistic Insights
  13. 13. Fusing SEITM based language measurement with advanced analytics to understand competitive brand positioning, content drivers and reputation. Using known tools to listen and monitor high level consumer conversations. Measure language based on engagement and importance through the Semantic Engagement Index (SEITM). Listening, Monitoring and basic Sentiment Measuring Language for brand insights Social Media Advanced Analytics Earned Media linkage to sales Applying a trended SEITM within Media Mix Modelling to monetise Social Voice of the Customer (earned social media) alongside all other media and quantify any synergistic effects. Extend the Value of Social Media Insights BLA Social Insights, Analytics and Sales Linkage Framework
  14. 14. Michael Wolfe CEO Bottom Line Analytics E: mjw@bottomlineanalytics.com M: (770).485.0270 www.bottomlineanalytics.com Masood Akhtar Managing Partner, (EMEA) Bottom Line Analytics E: ma@bottomlineanalytics.com M: +44 7970 789 663 www.bottomlineanalytics.com

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