Insight Gathering


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Learn how to utilize effective insight gathering and measurement techniques to help impact your operations and boost brand performance.

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  • Insight Gathering

    1. 1. Ann Arbor Spark Marketing Roundtable June, 9 2009 Insight Gathering & Campaign Measurement
    2. 2. Panel introduction Marc Paulenich Managing Director of Insights Teach for America [email_address] Scott Hauman Director, Brand Strategy Daggerfin Lori Dixon, PhD. Principal Great Lakes Marketing
    3. 3. Impact your operations today <ul><li>Learn from experts in the field on how to: </li></ul><ul><ul><li>Gather insights to help shape your business strategies </li></ul></ul><ul><ul><li>Measure your campaign results </li></ul></ul><ul><ul><li>Embrace a feedback culture </li></ul></ul>
    4. 4. Simple truths <ul><li>Consumers change every day - their needs and desires morph </li></ul><ul><li>Consumers today want and expect to have a voice in the growth and evolution of their coveted brands </li></ul><ul><li>Gathering insights and campaign measurement is all about making your product or brand better serve the needs of your target consumer </li></ul>
    5. 5. Insights can be found everywhere
    6. 6. Simple, cost effective insight-gathering tools Kluster is a group decision-making platform that helps bubble up new ideas and see which ones fly. | Free to $27/month Huddle provides simple, secure online workspaces containing project and collaboration tools. | Free to $98/month Zoomerang is an online survey provider with access to advanced reporting tools. | Free to $199/year IdeaScale powers feedback communities. Users submit ideas while the community comments and votes on the ideas. | Free to $100/month Competitous is a web-based service that provides your company with the ability to collaboratively share and manage competitive knowledge. | Free The Archivist is a tool for mining for Tweets, saving them and exporting them to Excel for reporting purposes. | Free
    7. 7. Great, free listening tools Google Alerts allows you to easily target keywords that are important to your brand and receive streaming or batched reports. | Free Technorati is the leading blog search engine. | Free Jodange. Through its TOM (Top of Mind) app, you can track consumer sentiment about your brand or product across the Web. |Free for 30 days Trendrr allows you to know how your brand or product is trending. It uses comparison graphing to show relationships and discover trends in real time. Use the free account, or bump it up to the Enterprise level for more functionality. | Free Lexicon searches Facebook walls for keywords and provides a snapshot of the chatter volume around those terms. | Free Monitter. Beyond the integrated search of Twitter apps like Twhirl and TweetDeck, Monitter provides real-time monitoring of the Twittersphere. | Free
    8. 8. Embrace a feedback culture <ul><li>Empower everyone to observe, collect and share </li></ul><ul><li>Prototype and test new ideas, scenarios, and experiences </li></ul><ul><li>Winning brands today realize they are always in beta mode </li></ul><ul><li>Work with a trusted research partner for guidance and inspiration </li></ul>
    9. 9. Lori Dixon, PhD. | Great Lakes Marketing
    10. 10. Great Lakes Marketing <ul><li>We exist to help organizations make better decisions </li></ul><ul><ul><li>What is the cost of a mistake or missed opportunity? </li></ul></ul><ul><li>Who we are </li></ul><ul><li>What we do </li></ul><ul><li>How we do it </li></ul>
    11. 11. Food for thought <ul><li>GLM Philosophy about Measurement </li></ul><ul><ul><ul><li>Collect data to use data </li></ul></ul></ul><ul><ul><ul><ul><li>Organization's DNA </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Environment of acceptance </li></ul></ul></ul></ul><ul><ul><ul><li>The market is dynamic (even if you are not) </li></ul></ul></ul><ul><ul><ul><ul><li>F (noise) </li></ul></ul></ul></ul><ul><ul><ul><ul><li>F (competition) </li></ul></ul></ul></ul><ul><ul><ul><li>Measurement must be planned </li></ul></ul></ul><ul><ul><ul><ul><li>F (goals) </li></ul></ul></ul></ul><ul><ul><ul><ul><li>F (reach) </li></ul></ul></ul></ul><ul><ul><ul><ul><li>F (influencers) </li></ul></ul></ul></ul>
    12. 12. Still chewing... <ul><li>GLM Philosophy about Measurement </li></ul><ul><ul><li>Now more than ever </li></ul></ul><ul><ul><ul><li>F (uncontrolled information flow) </li></ul></ul></ul><ul><ul><ul><li>F (uncensored experts) </li></ul></ul></ul><ul><ul><ul><li>F (speed of info transfer) </li></ul></ul></ul>
    13. 13. Case study <ul><ul><li>Background of Client (TC) </li></ul></ul><ul><ul><li>Goals </li></ul></ul><ul><ul><ul><li>Understand where the market is today </li></ul></ul></ul><ul><ul><ul><li>Learn where the market can be taken and how quickly </li></ul></ul></ul><ul><ul><ul><li>Measure impact of campaign </li></ul></ul></ul><ul><ul><ul><li>Refine campaign </li></ul></ul></ul><ul><ul><ul><li>Justify dollars </li></ul></ul></ul>
    14. 14. Research platform <ul><li>Awareness of information sources </li></ul><ul><li>Respect for the market’s voice </li></ul><ul><li>Integrated measurement plan </li></ul>
    15. 15. Research process <ul><li>Internal Compression Planning </li></ul><ul><ul><li>SWOT </li></ul></ul><ul><ul><li>Competitive analysis </li></ul></ul><ul><ul><li>Hopes/dreams/fears </li></ul></ul>
    16. 16. Research process <ul><li>Focus Groups </li></ul><ul><ul><li>Participants: Users and Influencers </li></ul></ul><ul><ul><li>Viewers: Staff, Board and Consultants </li></ul></ul><ul><ul><li>To learn: </li></ul></ul><ul><ul><ul><li>What do they think? </li></ul></ul></ul><ul><ul><ul><li>What do they think they know ? </li></ul></ul></ul><ul><ul><ul><li>What missing info is most detrimental? </li></ul></ul></ul>
    17. 17. Research process <ul><li>Telephone Survey </li></ul><ul><ul><li>Review of options </li></ul></ul><ul><ul><ul><li>Web </li></ul></ul></ul><ul><ul><ul><li>Mail </li></ul></ul></ul><ul><ul><li>Goals </li></ul></ul><ul><ul><ul><li>Quantify focus group </li></ul></ul></ul><ul><ul><ul><li>Baseline metrics </li></ul></ul></ul><ul><ul><ul><li>Prioritize messages </li></ul></ul></ul>
    18. 18. Research process
    19. 19. Value of research <ul><li>Metrics that lead to strategic initiatives </li></ul><ul><ul><li>Increase in percent who would contact hospice </li></ul></ul><ul><ul><li>Increase in awareness of marketed services </li></ul></ul><ul><ul><li>Increase in those taking ownership in decision </li></ul></ul><ul><ul><li>Identification of market variances in awareness </li></ul></ul><ul><ul><li>Increase in name recall </li></ul></ul><ul><ul><li>Increase in those who name TC as resource </li></ul></ul>“ Our success is the result of all of us working together as a team on a common mission – to achieve the vision of being the best hospice provider in the state.” - TC CEO
    20. 20. Marc Paulenich | Teach For America
    21. 21. <ul><li>A national corps of top college graduates who commit to teach for at least two years in low-income communities and become lifelong leaders in the effort to expand educational opportunity. </li></ul><ul><li>By the numbers: </li></ul><ul><li>Founded in 1990 </li></ul><ul><li>35,000+ applications in 2008 </li></ul><ul><li>7,300 corps members </li></ul><ul><li>100 school districts in 27 states </li></ul><ul><li>14,000+ alumni </li></ul>
    22. 22. Insights: part of our DNA <ul><li>Disciplined Thought: We think critically and strategically in search of the best answers and approaches, reflect on past experiences and data to draw lessons for the future, and make choices that are deeply rooted in our mission. </li></ul>
    23. 23. Insights – an organizational necessity <ul><li>Why the emphasis? </li></ul><ul><li>• Need for marketing efficiency </li></ul><ul><li>• Changing U.S. demographics </li></ul><ul><li>• Intense competition for talent, private donations </li></ul><ul><li>• Growing power of word-of-mouth </li></ul><ul><li>• Product/service improvement and innovation </li></ul><ul><li>• Changing societal and economic trends </li></ul><ul><li>• Marketing transition from exposure to dialogue </li></ul>
    24. 24. The consumer-driven mindset <ul><li>Integrating voice of the consumer into business: </li></ul><ul><li>For all strategic decisions – not just marketing </li></ul><ul><li>More than “getting and testing ideas” </li></ul><ul><li>Is a continuous, cyclical process </li></ul>
    25. 25. Entrepreneurs & insights <ul><li>Of critical importance – using insights to: </li></ul><ul><li>Create customer equity within the organization </li></ul><ul><li>Monitor/optimize the brand experience </li></ul><ul><li>Translate technical benefits into consumer benefits </li></ul><ul><li>Build advocacy among audiences </li></ul>
    26. 26. Entrepreneurs & insights <ul><li>The good news: </li></ul><ul><li>You have more tools at your disposal than you think </li></ul><ul><li>Information is more readily available than ever before </li></ul><ul><li>Customer intimacy isn’t always expensive </li></ul>
    27. 27. Use feedback as a pipeline for innovation
    28. 28. Build a customer community <ul><li>Concept: Create an advisory board of consumers to provide ongoing feedback </li></ul><ul><li>Complements traditional research and promotes : </li></ul><ul><li>Co-creation </li></ul><ul><li>Collaboration </li></ul><ul><li>Connection </li></ul><ul><li>Particularly helpful for difficult-to-research audiences, B2B firms as well </li></ul>
    29. 29. <ul><li>Self-developed panels of more than 750,000 teens and moms </li></ul><ul><li>Participate in decisions such as: </li></ul><ul><li>Choosing background music for commercials </li></ul><ul><li>Co-developing marketing messages and taglines </li></ul><ul><li>Picking models for marketing materials </li></ul>
    30. 30. Merge research with word-of-mouth <ul><li>Old view </li></ul>New view Idea: Leverage consumer involvement in research as a means to grow online advocacy among social media.
    31. 31. Case in point: Fiesta Movement
    32. 32. Engage and understand key influencers <ul><li>Not all customers are equal </li></ul><ul><li>Estimates: 1 in 10 consumers influence the decisions made by the other 9 </li></ul><ul><li>Understand who they are – and what they are saying about your brand </li></ul>
    33. 33. <ul><li>Director taps into loyal fan community during pre-production for input </li></ul><ul><li>Fans make decisions related to character design, plot </li></ul><ul><li>Dissenters reduced; pre-film buzz spikes online </li></ul>
    34. 34. Case in point <ul><li>Utilizes Net Promoter Score to measure brand advocacy, satisfaction and loyalty </li></ul><ul><ul><li>Asks a single question (likelihood to recommend) on a scale of 0 to 10. % Promoters (9s and 10s) are subtracted from Detractors (0s through 6s) </li></ul></ul><ul><ul><li>Research suggests is more predictive of growth than any other metric in most industries </li></ul></ul><ul><ul><li>9’s and 10’s = 80% of positive word-of-mouth </li></ul></ul><ul><li>Simple method for gauging the commitment of those involved in our movement </li></ul>
    35. 35. Don’t just look outside the organization <ul><li>If you can’t talk to your customer, talk to those closest to them </li></ul><ul><li>Front-line employees are in the best position to speak to consumer needs, motivations and barriers </li></ul><ul><li>Other purposes: </li></ul><ul><li>- Engagement and buy-in </li></ul><ul><li>- Assessing brand delivery </li></ul><ul><li>- Cross-functional dialogue </li></ul><ul><li>- Stimulating creativity </li></ul>
    36. 36. <ul><li>Blue Shirt Nation </li></ul><ul><ul><li>Internal social network for employees to voice complaints about policy, make suggestions, optimize operations </li></ul></ul><ul><ul><li>Provides a pipeline for internal innovation and employee participation </li></ul></ul><ul><li>TagTrade </li></ul><ul><ul><li>Portal creates faux company “stock market” where employees are given $1 million to invest in projects, products and strategies </li></ul></ul><ul><ul><li>Community rightly forecasts new GeekSquad offering at -33% than management team, prompting further investment </li></ul></ul>
    37. 37. Get out of the laboratory <ul><li>Observe your customer in a more natural context, where they live, while they shop or while using the product </li></ul><ul><li>Particularly useful when exploring a new market or when there is little existing understanding </li></ul>
    38. 38. Case in point <ul><li>Twice annually, marketing team members sit in on recruiter-student conversations </li></ul><ul><li>Results: </li></ul><ul><ul><li>Grounds team members in the reality of student conversations </li></ul></ul><ul><ul><li>Creates understanding deeper than a spreadsheet </li></ul></ul><ul><ul><li>Provides clarity around utility of communications </li></ul></ul>
    39. 39. Parting Thoughts <ul><li>If marketing today is about community and conversation, then shouldn’t our research methods reflect that? </li></ul><ul><li>Balance polling with participation; external with internal; the top-down with the bottom-up </li></ul><ul><li>Integrating the voice of the consumer into the organization is not easily achieved – it represents a seismic cultural shift </li></ul>“ The aim of marketing is to know and understand the consumer so well that the product sells itself.” -Peter Drucker
    40. 40. Questions & Answers
    41. 41. Thank you.