Next Generation Marketing Insights: Project Learning

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Part II: Next Generation Marketing Insights project examples of using Social Media data to create superior actionable Marketing & Consumer insights. Part I reviews our methodology approach.

Part II: Next Generation Marketing Insights project examples of using Social Media data to create superior actionable Marketing & Consumer insights. Part I reviews our methodology approach.

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  • 1. A superior approach to solving Marketing and Insight challenges Consumer Insights using Social Media Conversations Part 2: Project Learning Next-Generation Marketing Insights
  • 2. Copyright 2013 Next-Generation Marketing Insights Confidential & Proprietary; All Intellectual Property Rights Reserved 2 10/6/2013 We Leverage Social Media to Analyze Marketing Events • Independent industry studies have shown SEI™ as a powerful explanatory variable: • Our approach provides a robust measurement of consumer’s reactions to promotion campaigns. • Our analysis delves deeper, identifying: • Consumer references to the underlying theme of a promotion. • Consumer reactions to promo participation (“I love the way it tastes...”). • Emergent themes amongst consumers, such as nutritional concerns. • We present a holistic analysis • SEI Strength • GRP Effectiveness (an efficiency measure) • Consumer likes and dislikes • Overall quality of consumer impressions • We identify key values of non-Media marketing events. • We guide tactical consumer communications. • We help manage your brand’s consumer activity as the campaign unfolds. • We de-mystify how different fan segments open new opportunities.
  • 3. Copyright 2013 Next-Generation Marketing Insights Confidential & Proprietary; All Intellectual Property Rights Reserved 3 10/6/2013 We Deliver Consumer Insights That Guide Key Business Decisions Key Areas Product Innovation Discover new ideas from thought leader conversations Uncover consumer generated product ideas and improvements Advertising & Communications See how consumers connect to specific campaigns Quickly measure impact between campaigns and mediums Segmentation and Targeting Identify the most passionate consumers Learn what grabs their attention Promotion and In-Market Executions Improve your promotions by measuring what is memorable Generate cross-promotional opportunities Brand Health Where are the problems and opportunities Learn what motivates your consumers Our extensive Marketing experience enables us to work across industries in applying our innovative consumer insights. We deliver quick and cost effective solutions by unlocking what consumers are really saying.
  • 4. Copyright 2013 Next-Generation Marketing Insights Confidential & Proprietary; All Intellectual Property Rights Reserved 4 10/6/2013 Our Consumer Insight Solutions Drive ROI Fair Weather Followers Loyal Fan Strong Fan Core Fan Uncover motivational drivers by segment •Identify the differences by key consumer segment •Uncover the optimal actions for targeting each group 5075100125150 Jan Mar May Jul Sep Nov Jan Mar May Jul Intensity Index Determine the impact of ad campaigns Measure the value of sponsorship programs 51% 19% 15% 15% Distribution of Weighted SEI NASCAR Stadium Name Hockey Tennis 3.3 4.3 4.0 5.9 Relative SEI Use Dashboards to Monitor KPIs & Trends
  • 5. Copyright 2013 Next-Generation Marketing Insights Confidential & Proprietary; All Intellectual Property Rights Reserved Wrong Market View Non-Engaged Consumer Comments (~79% of total) that are most frequent …which is why many have misinterpreted the market, leading to false results. NGMI Methodology Filters out the Non-Engaged elements Form and Function Technical/Non-Emotional Screen Content Music- Centric iPhone Mac iPod Price (high) iPad Ebooks/eReade r Kindle Hardware/Apps PC Correct View Highly Engaged Consumer Innovation should focus on offerings within Apple Culture & Product Set, with applications and content leveraging that culture, recognizing high brand loyalty. Analyzing Wrong Conversations Led to Many Failed iPad Competitors Our Correct Consumer Research Showed iPad Was Not About Hardware & Content… 5 10/6/2013 Custom Analytics Report
  • 6. Copyright 2013 Next-Generation Marketing Insights Confidential & Proprietary; All Intellectual Property Rights Reserved iPad example illustrates the concepts and themes of social media conversations, and reflect the composite learning from multiple analytical techniques. …For iPad, The Apple Culture Itself Was The Dominant Influencer Most Important Least Important Apple Culture (Positive Halo) Hardware/Apps (Technical / non-emotional) Content: Music Centric iPad iPhone Screen Mac & iPod Kindle/eReaders Ebooks Hardware/Apps PC Content Price Engaged iPad conversations showed that only choices within Apple were considered Non-Apple choices were not an option 6 10/6/2013 Custom Analytics Report
  • 7. Copyright 2013 Next-Generation Marketing Insights Confidential & Proprietary; All Intellectual Property Rights Reserved 7 10/6/2013 Brands comments and likes build over time can be compared and used as a base for campaign analysis for tactical management. 50 75 100 125 150 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Intensity Index We Provide You With The Tools To Manage Your Brand’s Consumer Activity As A Campaign Unfolds Facebook Base Report
  • 8. Copyright 2013 Next-Generation Marketing Insights Confidential & Proprietary; All Intellectual Property Rights Reserved * GRP Effectiveness Index - Relative ability of a campaign to generate consumer response ** - Unfavorable + Favorable ++ Very Favorable +++ Most Favorable 8 10/6/2013 We Go Further by Holistically Capturing Consumer Response to Advertiser Messaging Custom Analytics Report Innovative metrics provide a platform for campaign comparisons across messages and insightful eWOM diagnostics driving the numbers. 0 0.1 0.2 0.3 0.4 0.5 0.6 0.7 0 20 40 60 80 100 120 140 1 2 3 4 5 6 7 8 9 10 11 12 NETSEI™ GRP First Quarter 2013 Campaign Analyses GRP & Net SEI™ Grandma’s Pies Free Parking? Love My Dog GRP
  • 9. Copyright 2013 Next-Generation Marketing Insights Confidential & Proprietary; All Intellectual Property Rights Reserved 9 10/6/2013 We rank and score key sections and events on the Facebook Timeline. This provides a view of marketing events as measured by your brand’s Facebook activity. Below, the top events that generated the greatest buzz, likes and intensity: 1. Fall Trends: Fuzzy and Bright 2. Bold Purple Facebook Timeline Tactical Evaluation Report And We Extend to Tactical Consumer Communications Facebook Base Report
  • 10. Copyright 2013 Next-Generation Marketing Insights Confidential & Proprietary; All Intellectual Property Rights Reserved 10 10/6/2013 We Help You Uncover Opportunities By Consumer Segment Fair Weather Followers Loyal Fan Strong Fan Core Fan TV, Radio, Phone Apps, Merchandise Select Game Subscriptions, Mer chandise Season Tickets, Luxury Boxes, High End Club, School, Organ ization Nights For sports marketing, • What matters to fans and how is that changing. • What is important in driving their engagement. • Uncover concerns before they become problems. Identify the differences by key fan groups and pinpoint potential actions targeting each group. Custom Analytics Report
  • 11. Copyright 2013 Next-Generation Marketing Insights Confidential & Proprietary; All Intellectual Property Rights Reserved 11 10/6/2013 • Our rigorous methodology creates performance metrics comparable across time periods, brands, categories, chann els and special events. • The Rainbow event created a strong surge in volume weighted engagement that was more positive than normal, and supported a successful flavor. • However, the consumer conversation effects were not lasting, which was reinforced by our qualitative analysis that other promotions had stronger consumer resonance for the brand. For a Half-Priced Rainbow Blends promotion: We Measure Promotional Impact with Advanced Metrics Custom Analytics Report Rainbow Blends
  • 12. Copyright 2013 Next-Generation Marketing Insights Confidential & Proprietary; All Intellectual Property Rights Reserved Going Beyond Sales We Measure the True Promotion Experience Not all social media comments are equally impactful, so we created a more predictive measure: Engagement Weighting Volume In a recent International Flavors Campaign, Chocolate had the strongest surge in Engagement Weighting Volume vs. baseline.  Promotion Event: Consumer references to the promotion events and the specifics, i.e., time, date, place, etc.  Product Experience: Captures customers’ reaction to the event, product, e.g.: taste. Vanilla discussions were around the product quality experience, rather than just “what was the deal”.  Emergent Themes: Chocolate raised customers’ nutritional concerns that surround diet and weight gain. We uniquely measure consumers’ shared promotion experience to evaluate and improve promotion design. Successful brands’ equity is reinforced through promotions that deliver memorable consumer experiences that transcend price, so we go further . . . 12 10/6/2013 Custom Analytics Report
  • 13. Copyright 2013 Next-Generation Marketing Insights Confidential & Proprietary; All Intellectual Property Rights Reserved Monitor and Manage Brand Reputation • What are consumer’s perceptions of High Fructose Corn Syrup? • How do these perceptions impact my product and Marketing strategies?
  • 14. Copyright 2013 Next-Generation Marketing Insights Confidential & Proprietary; All Intellectual Property Rights Reserved We Let You Measure The Value Of Sponsorship Programs 14 10/6/2013 NASCAR Sponsorship Yielded High Return • Disproportionate share of social media comments • High positive SEI™ ratio • Large share of comments relating to season-long, sponsored cars. Recommended Actions: Refresh Media Themes • NASCAR has seen a softening of Intensity • More opportunities to create excitement Hockey and Tennis are Growth Opportunities • Take a page from NASCAR…. • Increase cross-promotional tie-ins + 51% 19% 15% 15% Volume Wtg Engagement by Venue NASCAR Stadium Name Hockey Tennis 3.3 4.3 4.0 5.9 SEI™ Ratio We uniquely employ our metrics to measure and track media campaigns, events & promotions; here we measured a clients Sports Sponsorships. Note: Data changed to preserve client confidentiality Custom Analytics Report - +
  • 15. Copyright 2013 Next-Generation Marketing Insights Confidential & Proprietary; All Intellectual Property Rights Reserved HOTEL VARIABLES STRUCTURE We mined travelers online reviews, which showed that Pillows, Amenities, & Front Desk are the key drivers. Hotel Chain Example Drivers of Customer Delight & Bookings CONCIERGE FRONT DESK STAFF MANAGER HOUSEKEEPING VALET PARKING GYM LOBBY POOL PARKING GROUNDS FACILITY OTHER VALUE FOODPERSONNEL ROOM COST PRICE BATHROOM BED (PILLOW) ELECTRONICS AMENITIES LINEN FURNITURE CONDITION RESTAURANT BAR BREAKFAST ROOM SERVICE LOCATION SPECIAL EVENTS NGMI Insight Engine is an unobtrusive window into the guests’ hotel experience. 15 10/6/2013 Custom Analytics Report
  • 16. Copyright 2013 Next-Generation Marketing Insights Confidential & Proprietary; All Intellectual Property Rights Reserved Hotel Strength & Performance Grid Highlights Opportunities Personnel represents a major detractor of the guest experience indicating a prioritized opportunity to improve their positioning among travelers. 3.5 3.0 2.5 2.0 1.5 1.0 RelativeStrength FACILITY OTHER PERSONNEL -40 -30 -20 -10 0 10 20 30 40 Momentum Box size represents SEI variable importance 16 10/6/2013 Custom Analytics Report
  • 17. Copyright 2013 Next-Generation Marketing Insights Confidential & Proprietary; All Intellectual Property Rights Reserved Key Driver Variable Finding Implication Hotel Action BED Basic Business hotels show Pillow quality as differentiator Top quality pillows, when better than expected, drive delight Upgrading pillows is a modest investment that is noticed AMENITIES Unusual amenities in the bathroom and turn down service is frequently mentioned Distinctive items left in room, like premium chocolate, drive passionate comments Another small investment that is making a difference in tourist destination locations STAFF Front Desk interactions that are not helpful are the largest source of hotels losing in rank Failing to respond at the front desk quickly loses business A more systematic tracking and coaching program for Front Desk Staff Strategically the success factors make a surprising difference in hotels’ competitive performance o Quantitative measures that pinpoint guest delights and disappointments. o Track guest experiences among competitors o Prioritize training and investment opportunities by lift in revenues. o Which advertising and branding are most noticed and memorable. o Determine guest “equity” by property. Hotel: Turning Insights To Actions 17 10/6/2013 Custom Analytics Report
  • 18. Copyright 2013 Next-Generation Marketing Insights Confidential & Proprietary; All Intellectual Property Rights Reserved Hotel: Learning From Guests Winning Prosperities & Themes NGMI Hotel Metrics Ranking & Change – By Area 18 10/6/2013 Custom Analytics Report
  • 19. Copyright 2013 Next-Generation Marketing Insights Confidential & Proprietary; All Intellectual Property Rights Reserved Sample Clients
  • 20. Copyright 2013 Next-Generation Marketing Insights Confidential & Proprietary; All Intellectual Property Rights Reserved Who We Are Contact us at: (201) 497-0048 www.nextgenmi.com What sets us apart? We are best in class and widely published in translating linguistics into practical applications. Partners have a wide and deep experience working for and consulting with leading companies including: Coca-Cola, Home Depot, Anheuser-Busch, Kraft, Gallo, Unilever, Kellogg, P&G, and across industries. PEYTON MASON, Ph.D. Helped pioneer stance-shift analysis and has extensive market research experience. SCOTT WALKER, MBA Leading role in transforming consumer and quant data into actionable insights and decisions across large and small FMCG companies. JOHN CROTTS, Ph.D. Fulbright Traveling US Scholar, Professor of Hospitality and Tourism Mgt at College of Charleston. Widely recognized in hospitality research and consulting. BOYD DAVIS, Ph.D. Bonnie E. Cone Professor of Teaching, Professor of Applied Linguistics/English. 20 10/6/2013