CGM Conspiracy


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The current crop of brand monitoring tools and services are criminally deficient and do not serve the correct market.

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CGM Conspiracy

  1. 1. CGM Metrics Industry Analysis A Contrarian Proposal Alan D. WIlensky, Analyst, vCastProfiles
  2. 2. New CGM vs. Brand Equity Consulting <ul><li>Establishing the Practice of CGM Services is not centered solely on Technology. </li></ul><ul><li>The primary hindrance comes not from the early sector leaders – Cymfony, Umbria, Etc. </li></ul><ul><li>The multi-billion dollar brand equity and consumer demographics agencies are total owners of the Fortune 1000 in CPG, CE, Automotive, Etc. </li></ul><ul><li>Mid-Market companies do not control enough brand equity to benefit from CGM services due to low-frequency of &quot;mentions&quot;. </li></ul><ul><li>However, the SME is the recipient of brand choices, and must adjust philosophy as to catalogs, relationships, and services outcomes. </li></ul><ul><li>A line must be connected between BI data from Call centers and CS info, and the in-the wild CGM metrics. </li></ul>
  3. 3. Late Breaking News <ul><li>Cymfony Acquired by TNS </li></ul><ul><li>An Advertising Research Conglomerate </li></ul><ul><li>One Step Below Brand Equity </li></ul><ul><li>What Does This Mean? </li></ul><ul><li>Cymfony Topped Out Production / Hiring </li></ul><ul><li>Brand Suitors NOT Interested </li></ul><ul><li>As Stated in Flair Report, CGM Metrics will Steer Ad buying, Recommendations, Catalogs </li></ul><ul><li>Now Cymfony is Hiring Again </li></ul>
  4. 4. Segmentation Shifting Underfoot <ul><li>Agencies – Zero Tech Footprint (Umbria) </li></ul><ul><li>CGM Hybrid Practices (Cymfony, Buzzmetircs) </li></ul><ul><li>ASP models absent, but not undeclared </li></ul><ul><li>Other metrics (Influence, Buzzlogic) </li></ul><ul><li>Expert Consultants (i-Alias, You-Know) </li></ul><ul><li>Integrators – IBM, EDMS soon </li></ul><ul><li>BI – not for deep analytics, but for outcomes </li></ul><ul><li>Tools </li></ul>
  5. 5. Sector Derivation
  6. 6. Trends <ul><li>Custom to Syndicated Research – more cost efficient </li></ul><ul><li>Low Cost or Free via UTB – via blog hosts and aggregators </li></ul><ul><li>M&A – early indications of shift to advertising analytics support, and failure to impress brand equity giants – trend too early to call </li></ul>
  7. 7. Problem Extraction
  8. 8. Resell Space
  9. 9. Business of Brand
  10. 10. Brand Channels
  11. 11. Crossover
  12. 12. Value Chain Segmentation <ul><li>MNC: Fortune 500 CPG, CE, and Automotive spends 100's M to billions on brand equity </li></ul><ul><li>Curious about CGM, threw a few bones to the leaders </li></ul><ul><li>Concerned that there are no standards between vendors – measurements differ for identical training sets. Disconcerting. </li></ul><ul><li>Awaiting integrated solutions with full metrics </li></ul>
  13. 14. Value Chain cont. <ul><li>SME: Tough nut to crack – victim, not owner of brand. </li></ul><ul><li>Greatest Disruptive Opportunities !! </li></ul><ul><li>Q: An empty, unexploited sector – why? </li></ul><ul><li>A: Requires creativity, resources, tangential thinking </li></ul><ul><li>Needs a flex model to span MNC services that connect to SME's that represent their brands, and… </li></ul><ul><li>A model that delivers daily, cost effective, actionable brand intelligence. </li></ul><ul><li>Current CSA offerings are woefully inadequate for both the MNC and especially SME – not actionable or relatable to operations, interventions, decision support. </li></ul><ul><li>This is why the early entrants have modeled after agencies (add expert commentary). </li></ul>
  14. 15. Balanced CGM Services
  15. 17. If it was only so simple…. Customer Relationship Management Business Process Management Business Rules Engine Business Intelligence Text Analytics + Enterprise wide applications = Strategic decision making Previous Flair Report basically accurate, but market model is significantly more in flux, dependent on classic brand services, and needs to supersede state of technology.
  16. 18. Two Way Street <ul><li>SME wants product line performance data </li></ul><ul><li>MNC wants dealer and distributor outcome data </li></ul><ul><li>Both have CS data – can sanitize and open to both. </li></ul><ul><li>Reconcile CS data and CS outcomes with highly targeted CGM metrics – </li></ul><ul><ul><ul><ul><li>Highly Accurate and Structured Ontology – Brand, Product, Distributor, Dealer, Customer, Contact, Reason, Outcome. </li></ul></ul></ul></ul><ul><ul><ul><ul><li>SME monitors and adjusts product lines and ad buy </li></ul></ul></ul></ul><ul><ul><ul><ul><li>A much lower cost steering than typical brand consulting </li></ul></ul></ul></ul><ul><ul><ul><ul><li>MNC gets real-time outcomes on D/D performance </li></ul></ul></ul></ul><ul><li>It's the opposite of vague CSA metrics ! </li></ul>
  17. 19. A Dream or a Nightmare? <ul><li>Will companies open CS data from call centers? </li></ul><ul><li>How to Incentivize? There are big wins for both. </li></ul><ul><li>MNC through SME connection as distribution, retailer and dealer chains have contiguous CS and shared brand/product performance monitoring concerns. </li></ul><ul><li>But from different perspectives </li></ul><ul><li>Will they Cooperate? If we show them how it works. </li></ul>
  18. 20. Side by Side <ul><li>Integrates with Call Center </li></ul><ul><li>Measures Performance </li></ul><ul><li>Verifies Catalog Choices </li></ul><ul><li>Tracks Brand and Channels through most consumer touch points . </li></ul><ul><li>Complex Technical Engagements at first, but gets better as standardization matures. </li></ul><ul><li>No Integration </li></ul><ul><li>Mimics Brand Equity Practices, and badly at that. </li></ul><ul><li>No standards from vendor to vendor </li></ul><ul><li>Soon to be commoditized </li></ul><ul><li>No continuity, stops at subjective language, and is less authoritative than panels and surveys. </li></ul>Balanced Services CSA Early Sector
  19. 21. Organization
  20. 22. Engagement
  21. 23. Breakthrough: the UTCSPPO <ul><li>The Universal Taxonomy of Customer Service and Product Performance Outcomes </li></ul><ul><li>Unambiguous Grading of Entire Retail or B2B chain that unifies mentions of brand, products, interactions, outcomes, and CGM </li></ul><ul><li>Tight Modular Ontologies – Directly Actionable </li></ul><ul><li>No nonsense predictors of catalog performance </li></ul><ul><li>Repeatable metrics of distributor and dealer performance. </li></ul>
  22. 24. UTCSPPO Schema