Measuring the full customer journey, across all marketing touchpoints, is a challenge. In this presentation, we show how eCGlobal is solving this challenge with an end-to-end consumer intelligence platform.
13. How to capture the brand experience through the
entire consumer journey?
14. Measuring the full customerjourney, acrossall
marketing touchpoints, isachallenge.
Challengesto measurethe Customer Journey
• Cross-platform, covering all investment areas, including
television, radio, online and social media
• Capturingthe consumerexperience with yourbrand across
multiple touchpoints, including brand advertising, brand
website experience, social media,retail locations
• Surveysto capture brand attitudes, sentiments and intentions
• Measurement that is opt-in, passive and behavioral for greater
accuracyand to minimizepanelist burden
18. Our platform is
built upon modern
technologies that
powers leading
social networks we
use daily. So it’s
easier to grow and
adapt with the
system that we call
“The Single login
for Market
Research and
Consumer Insights
programs.”
19.
20. Consumer opts-into
eCGlobal socialcommunity
1
Consumer installs opt-in
Alldience viewing app
2
Consumer opts into surveys, web tracking
and social measurements
TV viewing & streaming TV, Social Media,
mobile, tablet
• Comprehensive measurement
across all touchpoints
• Sentiment, attitudes, brand
interactions
• Viewing behavior, advertising
exposure
• Cross-platform
3
How it works
21. Brazil Pilot (2018-2019)
• National coverage with skew to metropolitan areas
• 27 monitored channels + Social Media
• Sep 2018 – Feb 2019
• Naturally recruited sample
• 233 average daily cooperators
• Adults 24-44 (average age 37)
• 81% pay TV households
• A-B-C SES with minor D and no E
23. Netflix subscription status has significant impact on viewing to largest
television networks in Brazil
How to read: Netflix
subscribers watched 28% less
Globo network and 20% less
SBT than non-Netflix
subscribers.
Total
Netflix
Subscriber
Not Netflix
Subscriber Difference
Globo 743,160 311,190 431,970 -28%
SBT 248,994 110,346 138,648 -20%
Record TV 172,692 98,820 73,872 34%
Band Sao Paulo 78,848 40,656 38,192 6%
RedeTV! 52,155 26,535 25,620 4%
All monitored channels 2,109,675 1,055,355 1,054,320 0%
Minutes of Viewing
Normalized to account for Netflix / Not Netflix Sample Size
Differences
Sample sizes: 300+ Netflix subscribers per network, 100+ non-Netflix subscribers per network
24. A STUDY FOR
COCA- COLA
Christmas “Polar
Bear” Campaign
Free-to-air networks
Pay-TV channels
Social networks
31. Message Recall
Base: 123. Fonte: usuários que deram match e lembram de algum comercial Coca Cola.
% VERDADEIROS
Mostra Família Urso Polar Comemorando o Natal 94%
Mostra algumas regras de como ser viver bem com quem se ama,
família
84%
Mostra uma mão abrindo uma garrafa de Coca Cola 68%
Dica de como deixar o pão novo borrifando água e levando ao
forno
20%
Ensina como manter uma pizza crocante 19%
Dá uma dica de como deixar o feijão mais grosso 14%
Dica de como não deixar o abacate escurecer 12%
Ensina a tirar o cheiro do alho 12%
32. IMPACT OF
CAMPAIGNS ON
COCA-COLA DESIRE
AND CONSUMPTION
Did the Coca-Cola
commercial spark a
desire to drink Coca-
Cola?
Did you drink
Coca-Cola after
seeing the
commercial?
92%
Yes
77%
Yes
90%
70%
Polar Bear Ad
Other Ads
Mesmo que a experiência com a marca ou produto aconteça fora do mundo digital, o efeito dessas experiências ecoa muitas vezes no mundo digital.
The impact of Netflix is significant on market leaders Globo and SBT, with 28% and 20% less viewing respectively by Netflix subscribers.
The Netflix subscriber status does not impact television networks with lower viewing levels in the same way as the market leaders, with viewing slightly higher on Band Sao Paulo (6%) and RedeTV! (4%) and 34% higher on Record.
Looking at total television viewing, Netflix subscribers view the same amount of television overall as non-Netflix
A eCGlobal desenvolveu um estudo piloto para Coca-Cola para avaliar a performance das campanhas de mídia veiculadas pela Coca-Cola, e identificar o impacto delas no aumento do desejo de consumo e conversão de compra dos produtos Coca-Cola.
Seja on ou off: ocupar espaço de forma relevante é fundamental:
O Alldience permite criar um modelo de atribuição onde conseguimos saber qual pessoa foi impactada por determinado anúncio e onde (isto é em qual canal de TV aberto ou fechado, Rádio, Webisite, ou Youtube ou Facebook, etc). Conseguimos com este modelo de atribuição entregar KPIs integrados, da campanha como um todo, ou fragmentado por cada mídia, no qual foi exposto..
72% of impressions were from monitored TV channels; 28% of impressions were from non-monitored TV channels and non-TV Platforms, including social media, web and AVOD.
68% of consumers exposed to the ad were reached on TV. Unmonitored TV channels and Non-TV Platforms delivered 32% incremental reach.
Non-TV platforms delivered less frequency, at 1.68 vs 3.38 for monitored TV channels
Viewing to “Unmonitored TV channels and non-television platforms” was comprised mainly of non-TV platforms, such as social media, web and AVOD.
Pay-TV contributed relatively little (the ad was detected on only 6 of the 22 monitored pay-TV channels and contributed only 7% of reach and 2% of impressions). Unmonitored channels therefore do not include these 22.
The campaign achieved efficient frequency, with 74% of panelists with 1–3 frequency and 20% with 4–8 frequency.
E a forma como vamos esclarecendo a lembrança (recall), isto é, o impacto da campanha vai acontecendo de diversas formas: são perguntas provocativas, fazendo quizz com os consumidores sobre quais os elementos ou mensagens que eles lembram.. Muito antes de estimular a campanha em si.
E afinal : estes elevados índices de alcance, frequência e recall mobilizaram os consumidores? Qual o potencial destas campanhas no incremento de vendas?
O resultado foi fantástico. (ler números).
E o bacana foi ouvir da Coca- Cola como foi a recepção da pesquisa e a validação (em termos de vendas) de dentro da empresa... (já pulo para o vídeo do Diego)...