Framework proposal for brand analytics
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Framework proposal for brand analytics

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If you can build a strong brand people will search specifically for you when they are looking to buy what you offer. Your new products will launch with the trust and credibility your brand has ...

If you can build a strong brand people will search specifically for you when they are looking to buy what you offer. Your new products will launch with the trust and credibility your brand has acquired over time. A lack of trust is one of the biggest barriers to selling online. Brand establishes that trust instantly.
The Need of a change– The current market is in a state of big flux, it is changing more rapidly and 2010 is the year of complete makeover of internet.
Historically search rankings focused primarily on HTML based text content, optimized by keywords, relevancy, Meta data, etc. With the shift to Universal Search, mixed within the regular content will be media rich properties such as images, video’s, maps, books, shopping feeds and much more. If a brand or business engages and optimizes with all these mediums, then their coverage a brand value must be greater for it.

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Framework proposal for brand analytics Framework proposal for brand analytics Presentation Transcript

  • As a ServiceShivamDhawanShvmDhwn@Gmail.comShvmDhwn@yahoo.comShvmDhwn@live.com
  • Content 1 Introduction to Service 2 Target Segment of Market 3 Identification of Gap 4 Solutions offered 5 Brand Value – The concept 6 Tracking Brand Value – Metrics involved 7 Marketing and Sales 2
  • Branding If you can build a strong brand people will search specifically for you when they are looking to buy what you offer. Your new products will launch with the trust and credibility your brand has acquired over time. Brand establishes trust that is required for user to be comfortable in this wicked world. “A brand is the sum of all feelings, thoughts and recognitions – positive and negative – that people in the target audience have about a company, a product or service.” Steve McNamara, AdCracker.Com 3
  • Introduction to Brand Analytics BRAND Value… easier to show than to explain! Do you Google or search? Do you Xerox of make a copy? Do you use a Band-Aid or an adhesive bandage? Do you use Vaseline or petroleum jelly? Do you ask for a Coke or a cola? You can not control what you can not measure. Branding or brand value is such a indeterminate concept of importance. Need not explain why branding is important but it is also considered to be unquantifiable. We propose to provide a solution to this myth by identifying and factoring the parameters which can quantify brand value of a product, service or a company. “The most important things cannot be measured. The issues that are most important, long term, cannot be measured in advance. However, they might be among the factors that an organization is measuring, just not understood as most important at the time.” - Dr. Edward Deming 4
  • Target Market SegmentCompanies that are into Branding Campaigns but fail to measure returns Brands who are finding it hard to maintain their value and are cautious abouthow people perceive their products and services.Businesses that wish to strategize their branding and grow their brand in theright directionCompanies that wish to appraise their brands against their competitors “One of the ultimate excuses for not measuring impact of Marketing campaigns is: “Oh, that’s just a branding campaign.” Admit it, you’ve heard it. I suspect you’ve even used it liberally!! : )” - Avinash Kaushik 5
  • Identifying Gap – Current market scenario and need Historically search rankings focused primarily on HTML based text content, optimized by keywords, relevancy, meta data and all those other lovely SEO methods. With the shift to Universal Search, mixed within the regular content will be media rich properties such as images, video’s, maps, books, shopping feeds and much more. If a brand or business engages and optimizes with all these mediums, then their coverage a brand value must be greater for it. Google and Yahoo are in the process of drastically altering their search results, the reaction has catalyzed one of the biggest paradigm shifts the search industry has experienced. Search is evolving to give branding a greater importance as Google Universal Search has arrived “Googles Eric Schmidt recently indicated that Google may be looking to brand metrics as a means of determining search quality. Thats not to say merely having any old brand will mean you rank highly, but the brand building process has synergies with the metrics Google uses to rank sites.” 6
  • Market Scenario Universal Search has arrivedUniversal search has arrived and probably being unnoticed by a common search user. To industries this is going to be a very big factor as search is not just influenced by traditional optimization techniques but is now a sum of bigger factors including brand value. 7
  • Market Scenario HTML 5 is hereHTML 5 is going to be introduced this year (this month or next hopefully). With HTML 5 ready browsers already introduced into the market, the internet industry is ready for a complete makeover. HTML5 is so much more about analytics than were it’s earlier versions. With this said, analytics as we see is all going to change and we must keep up with Support the trends. Canvas Video Geo-location Local Storage DB 8
  • Market Scenario Fast transition towards SilverLight, Flex and FlashThe web is transforming very fast and rich internet applications are the need of the hour. The new technologies are providing bigger challenges to search engines to adapt their technologies and find out new ways to crawl the internet. 9
  • Solutions Offered Delivery – Quantifiable metrics for the otherwise unquantifiable parameters Defined approach towards building and promoting brand factors Strategizing brand campaigns and measured outputs Evaluations and audits of “Brand” as in Awareness / Reach Trust Reputation Perception For a company, product or service "The most important things cannot be measured." The most important things are unknown or unknowable." - Dr. Edward Deming 10
  • Brand Value – BVWhat It is – Awareness / Reach Trust Reputation PerceptionWhat It is not –The Wikipedia definition of brand begins with “A brand includes a name, logo, slogan, and/or design scheme associated with a product or service” This explains everything that BV is NOT A brand for a company is like a reputation for a person. You earn reputation by trying to do hard things well. –Jeff Bezos 11
  • Brand Promotion - TerminologiesBrand:Reputation of a product, brand or service recognized by its name, logo, slogan, and/or design scheme associated with a product or service.Brand Value:Brand is the sum of all feelings, thoughts and recognitions that people in the target audience have about a company, a product or service .Brand Promotion:To elevate the perception of the brand in people’s mind.Brand Promotion Analytics:To analyze the change in Brand Value by the effect of our Brand Promotion activities. (In Scope)Brand Value Optimization:The process of systematic Brand Promotion where criteria’s of Reach, Trust, Reputation and Perception are strategically raised andanalyzed. BVO = BP + BPA + StrategyBrand Value Analytics:Quantitatively measuring the metrics associated with the Brand, to identify its brand value. (Out of Scope) More solid brands mean strong identities both for the products and for the people using them. –Jeff Bezos 12
  • Tracking BP – Brand Analytics Have you lately measured your BP…?Tracking BP – Brand Promotion Analytics In the following slides we will see how we can qualitatively and quantitatively measure Brand Promotion. “One of the ultimate excuses for not measuring impact of Marketing campaigns is: “Oh, that’s just a branding campaign.” Admit it, you’ve heard it. I suspect you’ve even used it liberally!! : )” Avinash Kaushik 13
  • Brand Analytics - METRICS Measure 1 : New Vs Returning Visitors Measure the change in the percentage of New Visitors to your website. % (New Vistors / Total visitors)The metric “Change in percentage of New Vs Returning” tells you what is the comparative increase of first time visitors that came to your site. 14
  • Brand Analytics - METRICS Measure 2 : Visitor Loyalty and Recency a) Visitor Loyalty b) Visitor RecencyRepeat visits by number– LoyaltyIn the Before version youcan see that most people,69.79%, visited the website just once.In the After version, when the branding campaigns were running, only 63.25% of the visitors visited just once. This means atleast 7% of the visitors shifted to visiting more than once. 15
  • Brand Analytics - METRICS Measure 2 : Visitor Loyalty and Recency a) Visitor Loyalty b) Visitor RecencyRepeat visits by frequency – RecencyMeasuring recency for the paid traffic or campaign traffic would let us know if the frequency of visits increased in campaign / offer period compared to general. 16
  • Brand Analytics - METRICS Measure 3 : Traffic from Discussion forums / communitiesBy just doing referrer segmentation based on the domain / link they came from, we can measure the increase in BV. Filter out those links that contain words as /community/ or /Forum/ or /Thread/ in their link. We can measure this metric to see how much the brand is being talked about in the general forums. 17
  • Brand Analytics - METRICS Measure 4 : Brand Lift / Likelihood of Target ActionMany target actions intended for a visitor are offline. Purchases in stores, offline recommendation, offline action, etc are a direct indicator of Brand Value.Brand Lift: We can measure this at aggregate level or for specific campaigns by  Quick on exit survey forms  Refer to friend form  Noticed the “was this info useful” check boxes (for content value measurement)  Other interactive response measures 18
  • Brand Analytics - METRICS Measure 4 : Brand Lift / Likelihood of Target ActionMany target actions intended for a visitor are offline. Purchases in stores, offline recommendation, offline action, etc are a direct indicator of Brand Value.Likelihood of Target Action: We can measure this at aggregate level or for specific campaigns by  On exit survey forms  Using unique phone numbers with different campaigns (having an integrated IVR that can segregate the calls based on phone numbers or keywords, etc. can measure this metric) 19
  • Brand Analytics - METRICS Measure 5 : Launch / IntroductionVery often when you run branding campaigns your goal is simply to introduce your business or a new product. This is where the metrics are important and used with some seriousness.This includes all the metrics gathered from product supporting material  Free Coupons  Free Downloads / Trial memberships  PDFs / Brochures / Application forms / Page print  And general metrics such as visit length, Navigation paths, etc. 20
  • Brand Analytics - METRICS Measure 6 : Search ShareHow many people would nowprefer your brand comparedto your competitors. 21
  • Brand Analytics - METRICS Measure 7 : Traffic DifferentialIn the below report we notice the change in traffic owing to Press Releases, campaigns or any product launches. With these we can measure the comparative effects of the brand promotion activities to our competitor traffic. 22
  • Brand Analytics - METRICS Measure 8 : Brand Embossing Branding campaigns are particularly effective at “embossing” brands into your psyche with the goal of improving unaided brand recall. 23
  • SummaryWe discussed on how to quantitatively measure the effectiveness of branding for a Company, Product or a Service. Following is the summary of Metrics: New Vs Returning Visitors Visitor Loyalty and Recency Traffic from Discussion forums / communities Brand Lift / Likelihood of Target Action Launch / Introduction Search Share Traffic Differential Brand Embossing 24
  • Shivam DhawanOffering solutions to Designing, Marketing, Analytics and Branding | Website | FaceBook | Stumble | SlideShare | Linked In | Digg | Twitter| Blog | Contact |