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Future of Tracking:
Transforming how we do it not
what we do
Mark Chamberlain,
Managing Director – Service, Retail & Trans...
Meet today’s speakers
Managing Director – Service, Retail &
Transformation Brands, KMBUK
MARK CHAMBERLAIN ALEX TAYLOR
Clie...
We’re inspired by the change
around us!
Brand measurement approaches have to
evolve (and keep on evolving) in order to
kee...
Traditional business value drivers no longer provide competitive advantage – consumers
have changed and now wield more pow...
5
What are businesses asking for?
01
Speed to Insight
02
Connected
Data
03
Less asking,
more observing
04
Migration from
d...
Budget Allocation
Insight 2020: How is your organisations Insight & Analytics budget currently assigned?
Sales
14%
27%
59%...
IT’S ‘HOW WE DO’ NOT
‘WHAT WE DO’ THAT CHANGES
7
8
At Kantar Millward Brown we believe 4 design principles are key
Use sophisticated analytics to
holistically link feel
(n...
WE NEED TO USE
9
GROWTH
DEEPER INSIGHTS THAT FUEL
TO UNLOCK
CONNECTED
DATA INTELLIGENCE
In pursuit of sales growth, multiple data sources are required to fully understand the link
between what people think, fee...
11
CASE EXAMPLE: HOLISTIC ANALYTICS TO ESTABLISH CATEGORY DRIVERS
Integrating customer satisfaction & brand consideration ...
12
CASE EXAMPLE: EMOTIONAL MEASUREMENT TO NEUTRALISE BRAND CRISIS
Neuroscience helped to quantify the tipping point of bra...
MEASURE LEAD
13
OPPORTUNITIES
ANTICIPATE THREATS AND
REAL-TIME TO
INDICATORS IN
-4
0
+4
-5
+1
+5
+10
Lead indicators can be non-survey measures
14
% increase in
BRAND SEARCHES
(CATEGORY RELEVANCE)
% inc...
-7%
0%
1%
-4%
-2%
9%
Search acts like a measure of category relevance and is most responsive to launch/re-launch
advertisi...
2%
6%
12%
Social response to advertising reflects creative cut-through
16
Campaigns with
High AI
Campaigns with
Low AI
Cam...
Spend
Efficiency
Search
impact
Average
efficiency
CASE EXAMPLE: TRACK LEAD INDICATORS IN REAL TIME
Speed & agility of non-...
Surveys will still be required to supplement non-survey data – but in the form of a short 5
minute pulse survey covering t...
R -.37
CASE EXAMPLE: HOT ALERT SYSTEM
Automated alert system would have helped FMCG client circumvent worsening value perc...
CASE EXAMPLE: HOT ALERT SYSTEM
Automated alert system would have helped FMCG client circumvent worsening value perceptions...
AUTOMATED QUICK
21
IN RESPONSE TO
GUIDED DECISIONS
MAKE RAPID
TURN MODULES TO
PREDICTIVE ALERTS
A streamlined approach facilitates an agile way of working
22
Rather than collecting lots of detailed information all the ...
BRAND BRAND PULSEPULSE
23
A quick turn tool suite enables evidence based decision
making when an alert is triggered
Quick-...
CASE EXAMPLE: RAPID EVIDENCE BASED DECISION MAKING/1
24
Year
2
Year
3
Year
4
Year
1
OFF
AIR
Optimising activity during a p...
CASE EXAMPLE: RAPID EVIDENCE BASED DECISION MAKING/2
25
Time off-airPrevious period
2 3 41
CATEGORY RELEVANT INTEREST
BRAN...
SENSITIVITY TO ADVERTISING
TEST NEW
EXPOSURE
TO IMPROVE
TECHNOLOGIES
PARTICULARLY
DIGITAL SPEND
26
27
Tracking and Effectiveness studies can now be run via Kantar Millward Brown’s Ignite
platform: the world’s largest perm...
28
CASE EXAMPLE: Using Ignite to improve sensitivity to measure campaign impact
Home Improvement client able to measure im...
Lastly, but by no means least…..CONNECTING with the business is critical to embed and drive
desire for next generation tra...
30
In summary: Rapid change means changing ‘how we do’ tracking. Start piloting now.
CHANGE
DRIVER
IMPLICATIONS
FOR
RESEAR...
Future of Tracking:
Transforming how we do it not
what we do
Mark Chamberlain,
Managing Director – Service, Retail & Trans...
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Future of Tracking: Transforming how we do it not what we do

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The slides from ‘Digital Transformation of Tracking’ webinar presented on BrightTalk on 28th February 2017. In this webinar Mark Chamberlain and Alex Taylor discuss how changes in consumer behaviour, increased business pressures and new technologies have created both opportunity and disruption across all industries. Like every other industry, research is in the midst of its own transformation affecting not what we do but how we do things.

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Future of Tracking: Transforming how we do it not what we do

  1. 1. Future of Tracking: Transforming how we do it not what we do Mark Chamberlain, Managing Director – Service, Retail & Transformation Brands, KMBUK Alex Taylor, Client Strategy Officer, KMBUK 28th February 2017
  2. 2. Meet today’s speakers Managing Director – Service, Retail & Transformation Brands, KMBUK MARK CHAMBERLAIN ALEX TAYLOR Client Strategy Officer, KMBUK
  3. 3. We’re inspired by the change around us! Brand measurement approaches have to evolve (and keep on evolving) in order to keep pace with consumer behaviour, business pressures and technological advances, to be of value to brand owners. 3
  4. 4. Traditional business value drivers no longer provide competitive advantage – consumers have changed and now wield more power! Source: Insights2020 Study Kantar Vermeer. 4 1990 - 2010 AGE OF INFORMATION TECHNOLOGY 2010 - PRESENT AGE OF THE CONNECTED CUSTOMER 1960 - 1990 AGE OF DISTRIBUTION 1900 - 1960 AGE OF MANUFACTURING
  5. 5. 5 What are businesses asking for? 01 Speed to Insight 02 Connected Data 03 Less asking, more observing 04 Migration from descriptive to predictive to prescriptive analytics 05 More accurate, granular understanding of advertising impact
  6. 6. Budget Allocation Insight 2020: How is your organisations Insight & Analytics budget currently assigned? Sales 14% 27% 59% Well established tools and methodologies Newer and innovative tools and methodologies Truly experimental tools and methodologies 6Source: Insight 2020 – Kantar Vermeer
  7. 7. IT’S ‘HOW WE DO’ NOT ‘WHAT WE DO’ THAT CHANGES 7
  8. 8. 8 At Kantar Millward Brown we believe 4 design principles are key Use sophisticated analytics to holistically link feel (neuroscience), say (survey), and do (sales/digital behaviour) measures to identify category relationships and predictors of growth. Continuously track lead indicators in real time through a mix of digital signals supplemented by ongoing pulse surveys. Use a hot alerts system to anticipate threats & opportunities. Test new technologies to improve sensitivity to advertising exposure, particularly digital spend. Create automated quick turn research tools offering 48 hour turn-around times so businesses can make rapid data guided decisions in response to hot alerts. 1. CONNECT 2. PREDICTIVE ALERTS 4. CONTINUOUS EVOLUTION 3. DRIVE ACTION QUICKLY
  9. 9. WE NEED TO USE 9 GROWTH DEEPER INSIGHTS THAT FUEL TO UNLOCK CONNECTED DATA INTELLIGENCE
  10. 10. In pursuit of sales growth, multiple data sources are required to fully understand the link between what people think, feel and buy 10 Leveraging surveys to round out our understanding of brand and business performance. Using the best data available to explain business outcomes. Observational data to assess what people see, say and seek. Surveys and neuroscience to reveal what people think and feel. Behavioral data to assess what they do and buy. MOBILE BEACON SET TOP BOX SOCIAL MEDIABIOMETRICSSEARCH DIGITAL COOKIES SURVEYS SALES GROWTH SHOPPER & PURCHASE Ultimately, to pinpoint where there are opportunities to optimize your activation efforts for increased sales
  11. 11. 11 CASE EXAMPLE: HOLISTIC ANALYTICS TO ESTABLISH CATEGORY DRIVERS Integrating customer satisfaction & brand consideration explained c90% of booking variations for travel company Value Salience Meet needs Customer services Online experience Application process Tracking Metrics CSAT Metrics CSAT path 2 Brand path 1 SATISFACTION CONSIDERATION 1,000,000,00 800,000,00 600,000,00 400,000,00 200,000,00 0,00 1,200,000,00 Estimated verses Actual bookings R2 = 84.4% Estimated Bookings Estimated Bookings
  12. 12. 12 CASE EXAMPLE: EMOTIONAL MEASUREMENT TO NEUTRALISE BRAND CRISIS Neuroscience helped to quantify the tipping point of brand favourability during a crisis -0.013 -0.085 In the development of new advertising, we worked closely with Millward Brown to refine and optimize the final product. Using Emotional Priming has become a useful benchmark metric to determine the strength of emotional impact of an ad. We are very pleased with this innovation which has become a part of our research protocol.” - Global Strategic Insights Surpassing 60 becomes the ‘tipping point where emotion evoked by “Client moves from Negative to positive Favourability Ratings Client score after viewing ad Client score without viewing ad Competitor “Good guy” Client Brand “Bad guy” 81-10071-8061-7051-6031-5011-302-10 81-10071-8061-7051-6031-5011-302-10 01. 02. 03. +-
  13. 13. MEASURE LEAD 13 OPPORTUNITIES ANTICIPATE THREATS AND REAL-TIME TO INDICATORS IN
  14. 14. -4 0 +4 -5 +1 +5 +10 Lead indicators can be non-survey measures 14 % increase in BRAND SEARCHES (CATEGORY RELEVANCE) % increase BRAND CONVERSATION (BRAND FAME) Decrease in spend No change Small increase in spend Big increase in spend
  15. 15. -7% 0% 1% -4% -2% 9% Search acts like a measure of category relevance and is most responsive to launch/re-launch advertising 15 Job to be done: Enhancement %increaseinsearch Job to be done: Launch / Re-launch Size of spend change High AILow Medium AI Search
  16. 16. 2% 6% 12% Social response to advertising reflects creative cut-through 16 Campaigns with High AI Campaigns with Low AI Campaigns with Medium AI Efficiency of impact of spend on social conversation Averageincreaseinsocialmentions perincreasedGRP Social
  17. 17. Spend Efficiency Search impact Average efficiency CASE EXAMPLE: TRACK LEAD INDICATORS IN REAL TIME Speed & agility of non-survey measures could have saved significant sums for retail client Tracking results DBA results ALERT 2 weeks £254k 20 weeks +£5.4m! EXPLORE ACT 1 2 3 4 5 6 7 8 9 10 11 12 13 supplement with promotional activity/PR activity? re-edit on the back of specific content feedback? adjust content mix for campaigns with multiple elements? review media mix/laydown?Weeks
  18. 18. Surveys will still be required to supplement non-survey data – but in the form of a short 5 minute pulse survey covering the most responsive business lead indicators 18 Spontaneous Brand Awareness Communications Awareness Key Image Associations Perceived Price/Value SocialSearch
  19. 19. R -.37 CASE EXAMPLE: HOT ALERT SYSTEM Automated alert system would have helped FMCG client circumvent worsening value perceptions Brand HOT ALERT Worth what you pay Linear (worth what you pay) Average price Linear (Average price) Worth what you pay’ / Average Price (R -.37)
  20. 20. CASE EXAMPLE: HOT ALERT SYSTEM Automated alert system would have helped FMCG client circumvent worsening value perceptions Worth what you pay Linear (worth what you pay) Average price Linear (Average price) Brand HOT ALERT Worth what you pay’ / Average Price (R -.37)
  21. 21. AUTOMATED QUICK 21 IN RESPONSE TO GUIDED DECISIONS MAKE RAPID TURN MODULES TO PREDICTIVE ALERTS
  22. 22. A streamlined approach facilitates an agile way of working 22 Rather than collecting lots of detailed information all the time regardless of whether it’s needed, the tracking system is streamlined and signals when further exploration (and possibly data) is required. Alert triggered as it detects pre-defined patterns and sent to pre-agreed stakeholders – research agency, client (insights/marketing) or other key agency partners.. Meeting of key stakeholders and relevant experts quickly convened to hypothesise possible causes and whether further investigation is necessary. A course of action is agreed and once all necessary information has been gathered , the most relevant marketing action can be taken. ALERT EXPLORE ACT
  23. 23. BRAND BRAND PULSEPULSE 23 A quick turn tool suite enables evidence based decision making when an alert is triggered Quick-turn supplementary tools Brand Health Now Pricing Module Promotion Module Ad Now Research Now (Omnibus) Qual Now DIGITAL DIGITAL SIGNALSIGNALALERT EXPLORE ACT
  24. 24. CASE EXAMPLE: RAPID EVIDENCE BASED DECISION MAKING/1 24 Year 2 Year 3 Year 4 Year 1 OFF AIR Optimising activity during a period off-air for a high-profile CPG brand
  25. 25. CASE EXAMPLE: RAPID EVIDENCE BASED DECISION MAKING/2 25 Time off-airPrevious period 2 3 41 CATEGORY RELEVANT INTEREST BRAND FAME CREATIVE IMPACT TEST DIGITAL BRAND DEEP DIVE (Yearly) When digital signals declined, the client ran a quick creative test and digital brand deep dive to understand why
  26. 26. SENSITIVITY TO ADVERTISING TEST NEW EXPOSURE TO IMPROVE TECHNOLOGIES PARTICULARLY DIGITAL SPEND 26
  27. 27. 27 Tracking and Effectiveness studies can now be run via Kantar Millward Brown’s Ignite platform: the world’s largest permission-based panel with access to 3rd party data sources Ignite Network Multiple panel partners combine to give panel size Unrivalled access, context and insight Panel Provider Panel Provider Panel Provider Panel Provider Feed in third party data sources, tags and behavioural profiles Advertising exposure tags Audience Profiles Programmatic Surveys 3rd Party Data Matching
  28. 28. 28 CASE EXAMPLE: Using Ignite to improve sensitivity to measure campaign impact Home Improvement client able to measure impact of digital campaign in near real-time thanks to improved technology that identifies home owner segment based on panelists’ prior site and search habits DSP 33% Portal 47% Ad Network 5% Home Improvement Site 15% Initial Media Allocation DSP 33% Portal 47% Ad Network 5% Home Improvement Site 15% Optimized Media Allocation Media Partner % In Homeowner Target % Of Ads In View Increase In New Product Awareness New Product Awareness DSP 13% 55% +4.3 $.65/person Portal 28% 76% +12.3 $.33 Ad Network 20% 68% +0.2 $.28 Home Improvement Site 45% 88% +18.8 $.38 DETERMINE MOST COST EFFECTIVE MEDIA BUYS The Portal and Home Improvement site clearly delivered the highest impact at the lowest cost
  29. 29. Lastly, but by no means least…..CONNECTING with the business is critical to embed and drive desire for next generation tracking There are several key steps on the journey to successful embedding an agile tracking approach within a business “I contribute” Best practice sharing, specific training 29 “I want it” Foundation training and visualising results “I understand it” Launch sessions to raise awareness of the new Brand Platform study # of qualitative Iterations Well executed change leadership regularly reinforced by key stakeholders accelerates adoption and minimizes disruption. Ongoingcommunicationandcommitmenttowardsthechange Adoption Acceptance Awareness • Roadshows tailored to each internal audience • Immersion training • Full study deployment • Best practice share and steal • Stakeholder mapping • Launch event – clarify that the purpose is business impact • Establish leadership and core teams • Review organisational structure & process
  30. 30. 30 In summary: Rapid change means changing ‘how we do’ tracking. Start piloting now. CHANGE DRIVER IMPLICATIONS FOR RESEARCH Busy, hectic, mobile/ connected lives Short, mobile friendly, engaging surveys Seeking brands & products that align with cultural identity Neuroscience techniques to measure brand identity sensitively A proliferation of data from digitalisation Exploit new data sources for a superior understanding of brand performance New, more efficient data collection methods Greater flexibility – services on- demand delivered quickly Digital media now mainstream but fragmented Approaches sensitive enough to measure individual components of the media mix Opportunities for ‘in-flight’ optimization Fast and easy access to commercially relevant metrics Advances in programming & processing speed Data integration and automated smart analytics Advances in data visualisation Dashboards and deliverables designed for clarity, impact and action DOWNLOAD WHITEPAPER: http://www.millwardbrown.com/promo/download/digital-transformation-of-tracking DOWNLOAD WHITEPAPER HERE
  31. 31. Future of Tracking: Transforming how we do it not what we do Mark Chamberlain, Managing Director – Service, Retail & Transformation Brands, KMBUK Alex Taylor, Client Strategy Officer, KMBUK 28th February 2017

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