7 from asking to anticipating lindsay atkins millward brown

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Congreso AMAI 2010

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7 from asking to anticipating lindsay atkins millward brown

  1. 1. From Asking to Anticipating: The Changing Focus of Marketing Research September 7, 2010
  2. 2. Media is increasingly fragmented 2 Courtesy of Apple
  3. 3. Consumers have more options… 3 Courtesy of Apple
  4. 4. …and consumers have more control CGM: WOM/Buzz Blogs/Email/IM Podcasts 4
  5. 5. So brands leverage multiple media… Outdoor Metro. Subway Radio TV Cinema Internet Digital TV Magazine Newspaper BORED Under-stimulated RELAXED Seeking emotional gratification RELAXED Seeking interest, stimulation ACTIVE Goal-orientated 5
  6. 6. …leaving researchers with: 6
  7. 7. Data integration & simplification is the future of research Data Synthesis  Research Storytellers 7
  8. 8. “Consumer Expression”  “Actionable Insight” 8 Observing and listening will be increasingly important 8
  9. 9. A survey is just one data source Naturally occurring conversations Communities Search and online behavior Secondary data Understanding the consumer's mind The survey environment 9
  10. 10. 10 Dynamic Logic researchers connect the dots for our clients + Combined branding & behavioral analysis for a more holistic view of campaign effectiveness SURVEY: Branding effectiveness research OBSERVATION: online behaviors via clickstream data = Did my overall campaign drive key branding metrics? Did my overall campaign drive key online behaviors?
  11. 11. Choosing the right data source for the business question Did my overall campaign drive brand perceptions? What are people saying about by brand online? + Integrated insights on the effects digital campaigns have on brand goals and consumer sentiment SURVEY: Branding effectiveness research OBSERVATION: Listening to consumer voice, sentiment, and influence = 11
  12. 12. Case Study Support the re-launch of a brand in the personal care category with a major product formulation change. Campaign included an integrated marketing campaign across TV, print and online platforms. Campaign Objectives: Dynamic Logic's CrossMedia Research™ to measure individual media and synergistic media impact. Compete to measure online behaviors Cymfony to gauge online sentiment and product experience Measurement Recommendation: The product re-formulation appears to be working however the marketing can be further optimized Key Insight: 12
  13. 13. CrossMedia analysis showed that the Marketing Campaign raised awareness but at 14% final product awareness the marketing campaign didn't reach its goal Overall Brand Awareness Are you aware of a new ingredient used in personal care Brand X? +0.6 +4.8 +5.0 +9.6 A TV-Only (A) Baseline=3% OTS=3% B=418 OTS=521 TV+Online (B) Baseline=5% OTS=9% B=355 OTS=148 TV+Print (C) Baseline=6% OTS=11% B=1144 OTS=559 TV+Print+Online (D) Baseline=4% OTS=14% B=353 OTS=211 13 14% Awareness
  14. 14. Further online behavioral analysis confirmed mis-attribution as competitive site visitation went up as a result of exposure to the advertising Overall Audience: Behavioral Metrics +164%* +116%* +84%* 1 * Statistically significant difference between control and exposed group at a 90% confidence level
  15. 15. Brand Campaign Launch Social media analysis showed that the total share of brand buzz increased and was sustained after campaign launch but overall observed levels were still low Total Category Buzz Share of Buzz Prior to Campaign Launch Share of Buzz After Campaign Launch Competitor Z, 59% Brand X, 17% Competitor Y, 24% Competitor Z, 30% Brand X, 43% Competitor Y, 27% 15
  16. 16. Heat Map: What Are People Saying? After extensive "reader analysis", positive product attributes emerge, suggesting an early belief in the product itself 16 Parent brand (178) Ingredients (25) Brand (11) body products (10) body wash(4) Healthy skin (4) Moisture (8)
  17. 17. Online Sentiment: Brand X Works Further social media analysis showed that among those that have used the product, they are affirming that the product reformulation works 17
  18. 18. Summary: Key insights derived Survey Insights Marketing campaign broke through but awareness metrics fell below goal. Observing Online Behavior View-through and search traffic increased for not only the brand but also for the competitors, suggesting some marketing confusion. Listening to Online Discussions Brand led share of buzz but overall levels of buzz remained below anticipated. Users of the product believed in the reformulation. Survey + Observation + Listening Product works but the marketing supporting the product is not breaking through effectively. Suggest campaign refresh using more online and print. 18
  19. 19. O B S E R V A T I O N S U R V E Y O B S E R V A T I O N S U R V E Y O B S E R V A T I O N S U R V E Y Now 2-3 Years 5 Years Anticipated utilization of survey and observational/behavioral data over time Listen & Respond Anticipate& Inspire 19 REACT LISTEN ANTICIPATE Surveys Ratings Focus Groups Panels Sales Behavior Search Word of Mouth Neuroscience Sales
  20. 20. Implications for the research function Quantifying the Expected Listening for the Unexpected 20
  21. 21. Be more forward-looking In addition to “metricizing” the past, listening will allow research to anticipate future states and make recommendations on marketing strategy and action. 21
  22. 22. Developing bridges and synergies across data sets • Allows for greater explanation for brand performance • Permits databases to be bridged 22
  23. 23. Become better storytellers With rafts of data, it becomes all the more important for researchers to tell stories which feature compelling insight that drive the business forward 23
  24. 24. From the press today: “Instead of reading what happened yesterday, last week, or a month ago, we are trying to anticipate what is coming, staying in control and staying relevant.” - Filippo Passerini, P&G Chief Information Officer - Quoted today (9/7/10) in CIO Insider Source: warc.com/news
  25. 25. Thank you. 25

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