YouGov Plan and Track.pptx

1. The KLAApproach to Brand Health and Markcomms Measurement
Leveraging the power of healthy,
representative panels and digital data
collection to provide an always-on data stream
of consumer brand perceptions

2. Optimal leverage of the data
through real-time tracking of
marketing activity
Measuring response to activity in the same frequency
with which it is planned and executed enables more
granular analysis and generation of deeper insights.
This is particularly valuable when comparing campaign
performance as it becomes possible to more accurately
pinpoint the impact of each campaign on Brand Equity,
ultimately leading to better execution going forward.

3. The case for an online methodology as the core component in a solution
3
While ICASA reported the total number of smartphone subscriptions at 53.4 million in June 2021, the claimed smartphone penetration rate report (91%) is
inflated as it does not account for individuals holding multiple accounts. Source: https://www.itweb.co.za/content/xA9PO7NZRad7o4J8
54
8
3 2
5
28
yesterday past 7 days past 4 weeks past 6 months longer than 6
months ago
never
When last did you access the internet?
(% of base: 33.2m South Africans aged 18-54)
Source: MAPS2021
65% have accessed the
internet in the past
month
This is aligned with the Jan 2021 data reported by Hootsuite where the total
number of internet users (on any device) was 38.19m
Source: https://datareportal.com/reports/digital-2021-south-africa
The real penetration number is more likely to be between 60-70%...
In considering online methodologies as components in solutions, KLA believes:
• The majority of economically active individuals (the primary target audience of most
market research initiatives) have access to the internet
• Hard-to-reach audiences (affluent, B2B, older segments) can still be accessed via
traditional research approaches if there is strategic value in their specific inclusion in
the scope of the study
• That it should always be of top priority to leverage the most cost- and time-efficient
data collection methods, while also taking advantage of the volumes of data that can
be collected over time
For these reasons, KLA invested in building its own
consumer panel, YourView, ahead of the curve of
transitioning to digital methodologies.
Our panel currently houses 30k+ opted-in and profiled
consumers (as well as a sub-group who are key
decision makers in their organisations).
The panel is managed by our in-house team of experts.
Further information available on request.
With the support of in-house stats experts and robust and reliable secondary datasets for
reference (e.g.: MAPS), KLA can confidently construct quotas and weightings to ensure that
our samples are sufficiently representative of the intended target audiences.

4. Key demographic indicators of those who have never accessed the internet
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17 17
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5
3 2
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SEM 1 SEM 2 SEM 3 SEM 4 SEM 5 SEM 6 SEM 7 SEM 8 SEM 9 SEM 10
SEM distribution of population and sub-groups
Total population… Never accessed internet… Ever accessed internet…
59% of those who have never accessed
the internet are SEM < 5
Of those who have never accessed the internet…
1 in 3 live in a rural area type (vs. 1 in 5 in total population), most likely to be Northern Cape, Limpopo or Free State provinces
62% have total household income less than R5k per month (vs. 39% of total population)
4 Source: MAPS June 2021 (nationally representative of South Africans age 15+)
The high levels of internet penetration for the bulk of the market make us confident in using an online methodology. In addition, we have migrated several clients in
the financial services sector from offline tracking to online tracking and the level of consistency is response has been highly reassuring.

5. KLA has cross-category experience of conducting brand health tracking
5
Over the past several years, prominent clients have shifted their brand heath tracker (BHT’s) away from the bigger global research houses and chosen
agencies like KLA for bespoke and agile solutions, resulting in KLA doubling the number of clients that use us for BHTs
Our agile and bespoke solutions have allowed us to double the output at half the price
As noted previously, we believe that there is significant value in adopting this type
of brand and category measurement system to feed a ROMCI model
• Improving efficiency of spend  the real-time gathering of information on a
highly targeted number of metrics frees up spend to enable greater investment
on modelling and being able to extract additional insight from the base
information
• Improved spend effectiveness  the ability to receive more immediate
feedback on performance of key marketing activities and the extent to which
they are impacting longer-term brand health measures helps provide
marketing teams with in-the-moment data to support better, more informed
decisions
• Improved data quality  a greater number of data points and more
immediate cause and effect tracking provides more accurate base information
for modelling purposes
• Improved targeting and planning  Integrated profiling and brand
behaviour data allows for more effective planning and targeting of campaigns,
particularly when overlaid with touchpoint ROI information

6. At KLA, we think about brand health tracking differently
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Over years of partnering clients in bespoke brand tracking, it is evident that evolution is required to continue providing meaningful and strategic brand
guidance.
An evolved brand guidance system has a set of fit-for-purpose tools each doing one specific job excellently
vs. a traditional BHT: a single tool pushed into doing a broad range of jobs adequately
In light of this philosophy, KLA has partnered with YouGov to deliver a daily public perceptions brand tracking,
and deep consumer profiling solution in South Africa since 2020
PLAN TRACK
IDENTIFY DESCRIBE TARGET MEASURE EVALUATE

7. 12,500 profiling variables in SA
Brand use and
perception*
Socio-demographic
indicators
Media consumption
Attitudes & opinions
Online habits
Demographics
General interests &
hobbies
Daily collection Weekly update
Category purchase &
usage
SEGMENTATION / MEDIA TARGETING
*BrandIndex data is stored and accessible within the single dataset
Easily understand differences between groups of people, or profile a particular
target group deeply across all types of variables
Source: YouGov Profiles South Africa – as at 21 February 2022 For access to all variables included in Profiles, please visit: https://codebook-za.yougov.com/#/
Username: profiles_codebook Password: password123

8. 16 metrics to cover the
marketing funnel
R E A C H
Awareness
1
Buzz
2
Attention
3
Ad Awareness
4
Word of Mouth
5
R E A C T I O N
Consideration
13
Purchase Intent
14
Current Customer
15
Former customer
16
R E S O N A N C E
Impression
6
Quality
7
Value
8
Reputation
9
Satisfaction
10
Recommendation
11
Index
12
Questionnaire length
650
Surveys per month Connected
History included
Weekly
Frequency of the
update
2020
Nationally
representative*
18+
7-10 MINS
100%
BRAND & MARKET TRACKER
*Data is weighted to be representative of the population of SA that has internet access
KLA is happy to provide a live demonstration of
the tool, as well as examples of output

9. BrandIndex tracks within the context of a defined category
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In this example, the category has been defined as ‘insurance’, and includes the listing of 30 competitors, which have been tracked since July 2020. It may be
possible to amend the category definition and/or add/remove competitor brands.
Source: YouGov BrandIndex, n~500+

10. What is KLA’s unique value proposition
• Globally developed platforms, local context and intensive partnering with strategic delivery
• KLA believes in bespoke solutions: this keeps the business objective at the heart of all endeavours and allows the creation of own metrics from the
foundational ones in the tool
• Always-on data at everyone’s fingertips via an easy to access platform: DIY / self-service to empower internal teams and decision makers
• Not starting from a zero base…. access to ALL data from July 2020
KLA is known for being comfortable with complexity
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This sets us up in the unique position to leverage global best practice and cutting-edge approaches.
Continuous improvement is built into how we do things:
To ensure that you always has access to value-enhancing & leading techniques:
• Co-creating and collaborating with internal stakeholders to ensure buy-in from the get-go
• Eliciting feedback after deliveries to capture areas that worked well / less well
• Layering outputs: bundling reports into Objective based themes allowing clear focused actions
• Ongoing training of internal client teams to ensure platform usage etc.
• Optimise the content covered to keep the research tools short & respondent-friendly (use statistical analyses
to identify how to refine and reduce the number of dimensions, as an example)
Lessons learned from implementing this with other SA leading brands
• Curate KPIs on dashboards to share – marketing managers love these
• Proactively share when we spot trends and set up dedicated client service team