© 2014 blueocean market intelligence
March 2014 | Proprietary and Confidential
Bringing together best in class
intelligenc...
© 2014 blueocean market intelligence
Introducing the Link system
A unique combination of software and services
to create a...
© 2014 blueocean market intelligence
Link technologies advanced
integration and reporting
capabilities combined with the
3...
© 2014 blueocean market intelligence
Link technologies advanced
integration and reporting
capabilities enable the 360
appr...
© 2014 blueocean market intelligence
Monitoring
Reporting
Modeling
Scoring
Call Center
Web Social Media
© 2014 blueocean market intelligence
Two products, one goal
Link Manager and Link BI work hand in hand…
© 2014 blueocean market intelligence
Modeling
Scoring
Call Center
Web Social Media
Link Manager
© 2014 blueocean market intelligence
Introducing the Link Taxonomy
Taxonomy
Gender
Not yet Linked
Overall
Opinion
Chocolat...
© 2014 blueocean market intelligence
3rd party data in the Link taxonomy
Linked
database
Country
Not yet Linked
Overall Op...
© 2014 blueocean market intelligence
Combination
Project Two
Project One
Project Three
Interrogation Layer
Crosstabs
Grid
...
© 2014 blueocean market intelligence
© 2014 blueocean market intelligence
Link BI (Business Intelligence)
Monitoring
Reporting
© 2014 blueocean market intelligence
© 2014 blueocean market intelligence
© 2014 blueocean market intelligence
Background Approach
15
Link stores meta data about 2000
brands across different geogr...
© 2014 blueocean market intelligence
16
Reminder : The “Relative Equity Index” (REI) helps to simply and quickly assess br...
© 2014 blueocean market intelligence
17
Arrows indicate movements from 2009 position
Nestlé Brand 2010
Brand Equity Improv...
© 2014 blueocean market intelligence
Monitoring
Reporting
Modeling
Scoring
Call Center
Web Social Media
© 2014 blueocean market intelligence
For more information:
Ajith Sankaran
Senior Vice President – Market Intelligence
ajit...
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Link system webinar presentation

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LINK solution for enterprises looking to bridge the data management and insights gap provides a powerful combination of sophisticated data management software and intelligence services, both crucial in today’s data-rich world.

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  • The need for 360 approach that enables triangulation and synthesis of the multiple data resources to provide integrated insights is known, appreciated and talked aboutHowever organizations find it exceedingly difficult to execute; because: Lack of time: MR/MI managers in organizations spend bulk of their time (70 to 80%) on running operational tasks related o primary market research.Shortage of skill range: Wide range of skill sets beyond primary market research and project management (such as Information discovery and management, Social media analysis, advanced analytics, predictive modeling, business intelligence, visualization etc.)are needed, which is found lacking in MR/MI departmentsShortage of staff: MR/MI departments are always under pressure to trim down. In teams that are already working at full capacity, there is really no one who can focus on 360
  • The need for 360 approach that enables triangulation and synthesis of the multiple data resources to provide integrated insights is known, appreciated and talked aboutHowever organizations find it exceedingly difficult to execute; because: Lack of time: MR/MI managers in organizations spend bulk of their time (70 to 80%) on running operational tasks related o primary market research.Shortage of skill range: Wide range of skill sets beyond primary market research and project management (such as Information discovery and management, Social media analysis, advanced analytics, predictive modeling, business intelligence, visualization etc.)are needed, which is found lacking in MR/MI departmentsShortage of staff: MR/MI departments are always under pressure to trim down. In teams that are already working at full capacity, there is really no one who can focus on 360
  • Link system webinar presentation

    1. 1. © 2014 blueocean market intelligence March 2014 | Proprietary and Confidential Bringing together best in class intelligence services and cutting edge information management technologies
    2. 2. © 2014 blueocean market intelligence Introducing the Link system A unique combination of software and services to create and distribute synthesized insights 360 Discovery Services Link technologies
    3. 3. © 2014 blueocean market intelligence Link technologies advanced integration and reporting capabilities combined with the 360 approach can now be applied seamlessly within organizations across stakeholders Social media Syndicated /Published sources Clients Internal data Primary Market Research Behavioral data 360 insights Introducing the new Link system
    4. 4. © 2014 blueocean market intelligence Link technologies advanced integration and reporting capabilities enable the 360 approach to be applied seamlessly within organizations across stakeholders Link technologies from Cognicient Monitoring Reporting Modeling Scoring Call Center Web Social Media
    5. 5. © 2014 blueocean market intelligence Monitoring Reporting Modeling Scoring Call Center Web Social Media
    6. 6. © 2014 blueocean market intelligence Two products, one goal Link Manager and Link BI work hand in hand…
    7. 7. © 2014 blueocean market intelligence Modeling Scoring Call Center Web Social Media Link Manager
    8. 8. © 2014 blueocean market intelligence Introducing the Link Taxonomy Taxonomy Gender Not yet Linked Overall Opinion Chocolate Study Q1 Code Gender Q2 what city do you live in Q3 Overall opinion of Product Shampoo Study Q27 What is your Gender Q28 When did you last visit Q29 How do you like the product overall Toothpaste Study Q33 Sex Q34 How many times visited Q35 Overall opinion of the product Linked Linked Linked Linked
    9. 9. © 2014 blueocean market intelligence 3rd party data in the Link taxonomy Linked database Country Not yet Linked Overall Opinion Other data Country Sales Volume Linked Linked Linked Linked
    10. 10. © 2014 blueocean market intelligence Combination Project Two Project One Project Three Interrogation Layer Crosstabs Grid Analysis Project UploadLayer ExportLayer SPSS SAS Project One Project Two Project Three Project One Project Two Project Three Portals Reports AnalysisAdmin 3rd Party Data 3rd Party Data Social MediaMarket Share Sales Volume Link DB
    11. 11. © 2014 blueocean market intelligence
    12. 12. © 2014 blueocean market intelligence Link BI (Business Intelligence) Monitoring Reporting
    13. 13. © 2014 blueocean market intelligence
    14. 14. © 2014 blueocean market intelligence
    15. 15. © 2014 blueocean market intelligence Background Approach 15 Link stores meta data about 2000 brands across different geographies and business lines including the market share data from Nielsen. • Using Link we were able to combine this meta data with brand tracking research • Calculated a relative equity image describing the share of heart and mind from the survey data • Also, created a relative market share index from the Nielsen data. • We created visuals for each brand showing opportunities and weaknesses across the clients brands and markets. Relative Equity image vs. Relative Market Share Impact The client was easily able to spot weaknesses and strengths in their brands by comparing Relative brand image to relative market share across their business lines
    16. 16. © 2014 blueocean market intelligence 16 Reminder : The “Relative Equity Index” (REI) helps to simply and quickly assess brand health vs. competitive brands and over time. REI is a multi-dimensional brand equity summary incorporating 4 components of equal weight sourced from the brand health tracker (BHT) study. Spontaneous Awareness Is brand forefront on consumer’s mind? Purchase Consideration Is brand relevant in considered set? Imagery Does brand stand for something? Recommendation Are consumers brand advocates? R E I 2010 REI Scorecard Market A Market B Client Brand Main Competitor Client Brand Main Competitor REI 125 105 155 80 Unaided Awareness Purchase Consideration Imagery Recommendation indicates significant increase in score vs. 2009 @ 95% confidence level. indicates significant decrease in score vs. 2009 @ 95% confidence level. indicates brand scores above 120 index versus competitive set. indicates brand scores below 80 index versus competitive set. indicates brand scores from 81 to 119 . HOW TO READ - Relative Equity Index (REI) Scorecard
    17. 17. © 2014 blueocean market intelligence 17 Arrows indicate movements from 2009 position Nestlé Brand 2010 Brand Equity Improvement required and Market Share at Risk Underexploited Brand Equity and Share Growth Potential Strong brand market share and equity Weak brand market share and equity Relative Value Market Share (Relative Share of wallet) (RelativeShareofheart&mind) Country A Country B Country A Country B RelativeEquityIndex(RelativeShareofheart&mind HOW TO READ - Brand Opportunity, Vulnerability (REI vs. Relative Market Share) Plot is showing the relationship between REI and relative market share, in order to identify both underexploited brand equities (REI above relative market share) and market share at risk (relative market share above REI).
    18. 18. © 2014 blueocean market intelligence Monitoring Reporting Modeling Scoring Call Center Web Social Media
    19. 19. © 2014 blueocean market intelligence For more information: Ajith Sankaran Senior Vice President – Market Intelligence ajith.s@blueoceanmi.com Mike Page Vice President – Clients Services and Technology mike.p@blueoceanmi.com marketintelligence@blueoceanmi.com

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