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INSTANT FEEDBACK
WHY REALTIME BRAND METRICS
ARE THE NEXT BIG THING

BERLIN // APRIL 2012
In their Harvard Business Review article from July/August 2007
Leonard M. Lodish and Carl F. Mela ask:

2
A cool answer today could be:

because
it has become
possible ;-)

3
In fact, the trend today is continuously heading
towards realtime brand performance measurement...

4
G
RNET IS ENABLING CONVERSATIONS AMON
THE INTE
IBLE IN
AN BEINGS THAT WERE SIMPLY NOT POSS
HUM
THE ERA OF MASS MEDIA.
THES...
www.flickr.com/photos/geralds_1311/3994992078

MARKETS ARE CONVERSATIONS.
AND CONVERSATIONS ARE DATA.

www.flickr.com/photos...
feed
feedback
feed

Marketers have been trained with a campaign mentality, spending weeks planning,
designing and executin...
The biggest progression in 2012 will be around taking social
data to the next level. Instead of focusing on measures such
...
ACTION
Measure what matters.

A brand metric is only worthwhile if you can take an action as a result of the
information r...
FOCUS
Measure what matters.

It’s tempting to think that, because some metrics is good, more metrics
is better. The truth ...
rics
vant business met
Rele

Source: Marketo
http://docs.cdn.marketo.com/definitive-guide-to-marketing-metrics-marketing-an...
www.flickr.com/photos/dodogoeslr/5049141618/

Brand metrics typically fall into two
categories: performance metrics and
per...
http://www.redaksjonen.com/Artikler/30MunozBrandMetrics.pdf

urement
as
brand me
or
metrics f
Common

Brand metrics
for CE...
With the continued importance placed on
social, brands need powerful, real-time
metrics to measure their social efforts an...
s
ed metric
olv
ries of ev
Catego

Source: Stacy Cohen and Marina Molenda

15
www.flickr.com/photos/intelfreepress/6675763157/

Finally, brands will need a way to feed both – realtime
metrics and data ...
Data is of no use if you don’t know what to do with it. 2012 will see brands increasingly looking for social
media data an...
Your Contact

Daniel Simon
Managing Partner

Torsten Henning Hensel
Head of Brand Management

Chausseestraße 5, 10115 Berl...
Copyright © GREENKERN GROUP GmbH Berlin, Germany.
All cognitions, documents and methods presented by GREENKERN in the
fore...
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Instant Feedback (Realtime Brand Metrics)

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WHY REALTIME BRAND METRICS
ARE THE NEXT BIG THING

Published in: Business, Technology

Transcript of "Instant Feedback (Realtime Brand Metrics)"

  1. 1. INSTANT FEEDBACK WHY REALTIME BRAND METRICS ARE THE NEXT BIG THING BERLIN // APRIL 2012
  2. 2. In their Harvard Business Review article from July/August 2007 Leonard M. Lodish and Carl F. Mela ask: 2
  3. 3. A cool answer today could be: because it has become possible ;-) 3
  4. 4. In fact, the trend today is continuously heading towards realtime brand performance measurement... 4
  5. 5. G RNET IS ENABLING CONVERSATIONS AMON THE INTE IBLE IN AN BEINGS THAT WERE SIMPLY NOT POSS HUM THE ERA OF MASS MEDIA. THESE NETWORKED CONVERSATION S ARE ENABLING POWERFUL NEW FORMS OF SOCIAL O RGANIZATION AND KNOWLEDGE EXCHANGE TO EMERGE. , RTER, MORE INFORMED MA ARKETS ARE GETTING S RKET AS A RESULT, M N IN A NETWORKED MA TIO ORGANISED. PARTICIPA MORE LY. PEOPLE FUNDAMENTAL CHANGES FROM: THE CLUETRAIN MANIFESTO, 1999 http://www.cluetrain.com/ http://www.flickr.com/photos/visualthinkmap/2882858837 http://www.flickr.com/photos/eskimoblood/2111672366/ 5
  6. 6. www.flickr.com/photos/geralds_1311/3994992078 MARKETS ARE CONVERSATIONS. AND CONVERSATIONS ARE DATA. www.flickr.com/photos/intelfreepress/6675763157 6
  7. 7. feed feedback feed Marketers have been trained with a campaign mentality, spending weeks planning, designing and executing in a sequential manner. Social marketing is changing that. We now need the ability to react instantly to breaking news, changes on our websites and negative customer feedback. Marketers need a new mentality, infrastructure and workflows to meaningfully participate in real time. David Meerman Scott feed feed feedback 7
  8. 8. The biggest progression in 2012 will be around taking social data to the next level. Instead of focusing on measures such as reach and participation, brands will begin to focus and act on the insights from those metrics. Mike Lewis of Awareness, Inc. www.flickr.com/photos/pagedooley/2121472112 8
  9. 9. ACTION Measure what matters. A brand metric is only worthwhile if you can take an action as a result of the information revealed, and if you can ultimately link your brand metric to your company’s overall business performance. www.flickr.com/photos/detachment2703/4089602109 9
  10. 10. FOCUS Measure what matters. It’s tempting to think that, because some metrics is good, more metrics is better. The truth is, the key to actionable metrics is having as few as possible. Metrics that drive the most learning are the ones to focus on. 10
  11. 11. rics vant business met Rele Source: Marketo http://docs.cdn.marketo.com/definitive-guide-to-marketing-metrics-marketing-analytics.pdf If the objective of brand management is largely about protecting stored value and increasing future sales, then surely brand measurement should be about that same business outcome. Ken Roberts and Elaine Wong, Forethought Research 11
  12. 12. www.flickr.com/photos/dodogoeslr/5049141618/ Brand metrics typically fall into two categories: performance metrics and perception metrics. Performance metrics help assess how brand-building activities directly drive overall business results, and range from price premium to loyalty, to the lifetime value of a customer. Perception metrics monitor the more intangible aspects of brand such as relevance, consideration and awareness. They help gauge the effectiveness of brand-building activities, which should still be linked, although less directly, to overall business performance. www.flickr.com/photos/moomoopanda/6195713294 12
  13. 13. http://www.redaksjonen.com/Artikler/30MunozBrandMetrics.pdf urement as brand me or metrics f Common Brand metrics for CEOs/CFOs* Source: Prophet * CEOs and boards don’t care about 99% of the metrics that marketers track – but they do care about revenue and profit growth. 13
  14. 14. With the continued importance placed on social, brands need powerful, real-time metrics to measure their social efforts and understand how it impacts their entire brand performance. 14
  15. 15. s ed metric olv ries of ev Catego Source: Stacy Cohen and Marina Molenda 15
  16. 16. www.flickr.com/photos/intelfreepress/6675763157/ Finally, brands will need a way to feed both – realtime metrics and data from long-term surveys – into one solution, which will aggregate, analyse and identify the right metrics that will help brand and marketing teams make the right decisions. 16
  17. 17. Data is of no use if you don’t know what to do with it. 2012 will see brands increasingly looking for social media data analysts who understand what to do with big data and how to use it for business results. Marc Meyer Marketing departments will have to look at three types of real-time data to make better, informed decisions: news feeds from sources such as Dow Jones, Reuters and Bloomberg; social data from platforms such as Twitter, Facebook, Google +, YouTube, blogs and LinkedIn; and data from websites to answer key questions such as number of people visiting your web properties, content they are interacting with, the impact of reorganizing content and presentation, and speed of response to close rates. David Meerman Scott PREDICTIONS FOR 2012 & BEYOND Brands will move toward agile marketing and real-time thinking. To break through the online clutter, brands will need to capitalize on current buzz to stand out. Expect increased use of real-time analytics tools that lead to agile processes that will empower teams to act on the next big thing in real or neartime. Ekaterina Walter 17
  18. 18. Your Contact Daniel Simon Managing Partner Torsten Henning Hensel Head of Brand Management Chausseestraße 5, 10115 Berlin TEL + 49-30-283921-215 daniel.simon@greenkern.com www.greenkern.com Chausseestraße 5, 10115 Berlin TEL + 49-30-283921-213 torsten.hensel@greenkern.com www.greenkern.com 18
  19. 19. Copyright © GREENKERN GROUP GmbH Berlin, Germany. All cognitions, documents and methods presented by GREENKERN in the foregoing concept will remain the agency‘s intellectual property. Utilisation of the presented ideas, texts, graphic designs, timetables, plannings, fotos, moving pictures and sound materials as well as other stored media associated with this concept is restricted to the realisation in conjunction with GREENKERN. All realisation and utilsation is only allowed on the basis of a contract and its fulfilling with the originators / rights owners. Rights of use will only be granted on the basis of this contract that will also regulate their extent regarding time, space, content, intention and manner of use. All realisation and utilisation (in whole or parts) deviant from this regulations as well as a propagation to third parties are a violation of copyright with all its legal consequences. 19

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