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Mobile Geo-fencing and Real-Time Engagement

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At the Marketing Research and Intelligence Association's (MRIA) 2017 Conference, Delvinia EVP Raj Manocha and Millward Brown SVP Paul Gareau, shared insights from a recent mobile geo-fencing research study designed to gain real-time feedback from shoppers as close to the consumer experience as possible.

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Mobile Geo-fencing and Real-Time Engagement

  1. 1. Mobile Geo-Fencing and Real-Time Engagement 2017 MRIA Conference Paul Gareau, Kantar Millward Brown Raj Manocha, AskingCanadians
  2. 2. EMILY LYONS “Why experiential marketing will rule 2017,” HUFFINGTON POST CANADA, March 21, 2017 I argue the most effective marketing channel in 2017 - is experiential marketing 2
  3. 3. Business Challenge 3 How to measure the impact of experiential marketing on brand attitudes and shopping behaviour as soon after the experience as possible in order to capture more accurate recall of what consumers actually saw and did in store?
  4. 4. How did we approach the challenge? 4 1. Recruit shoppers 2. Recruits download the app 3. Recruit goes shopping 4. Recruited shopper asked to complete the survey
  5. 5. Benefits of real-time engagement research 5 Data collection at the point of experience, increasing accuracy Does not disrupt the consumer during their shopping journey 21
  6. 6. 6 • Geo-fenced locations are entered into the app’s administration • As a panellist recruit enters one of the defined areas the app displays an alert to participate in a short survey • The alert contains a direct link to the web-based survey Building the experience
  7. 7. How we engaged respondents 7 • AskingCanadians loyalty-based panel creates a strong response • Real-time survey experience fits better into respondents’ daily lives • Time considerations included app download, travel to location, and survey completion • Incentive worked out to $15
  8. 8. 8 • Collect and apply longitude and latitude data points for each store location • Customer service standing by to help respondents as needed • For location ID issues, user provides proof of location via a geo-tagged photo • Create the right “window” for survey completion Best Practices
  9. 9. 9 • Not all recruits will engage… even if they go to the store • As more real-time surveys are deployed, response rate will go up • 1 in 4 recruits did complete the survey • Understand the specificity of the “ask” • Be cautious with timelines Let’s get real…
  10. 10. Results #1: Recall levels for experiential marketing were quite good 10 20% Recall seeing the client’s sampling stations 26% Recall seeing the client’s promo packaging 42% Recall seeing a sampling station in the grocery store
  11. 11. Results #2: Looking at the relationship between what shoppers intended to buy and what they actually purchased 11 Brands Purchased While Shopping (Post-shopping Trip Survey) Brands Likely To Consider Purchasing (Recruitment Survey) 2Logit Transformed r = 0.70; r = 0.84 Brand 9 Client’s brand involved in the experiential marketing campaign. Client’s brand converted from intent- to-purchase at a better rate than the rest of the category, proving the effectiveness of the experiential marketing. Brand 1 Brand 2 Brand 3 Brand 4 Brand 5 Brand 6 Brand 7 Brand 8 Brand 10
  12. 12. Lessons Learned 12 1) Cost-effective way to collect consumer data from the retail environment without needing store permissions, which are becoming increasingly difficult. 2) Respondents highly enjoyed the data collection method. 91% post-survey satisfaction. 3) Need minimum 5-day recruitment window. 4) Given how geographically-specific this type of research is, a multi-day fielding window is necessary to ensure maximum response rates. 5) The findings from the research demonstrated the success of the sampling program.  These results gave the client confidence to continue the sampling program in 2017.
  13. 13. Quote from the client 13 “At Kellogg’s Canada, we’re always looking for new and innovative ways to understand shopper behaviour. One area we’ve recently started exploring is effectiveness of in-store touchpoints. These can be hard to measure because shopper recall fades quickly, and retailer constraints make in-store research a challenge to execute. Paul embraced this challenge, and developed an innovative technique to help us understand the shopper in ways we had not explored before. Results were used to influence key internal stakeholders and drive investment decisions for future programs.” Joe Amati Associate Director, Insights and Planning Kellogg’s Canada
  14. 14. Other approaches to real-time engagement research 14 Passive mobile tracking In-store beacons Voice assistants Messaging bots
  15. 15. 15 Corby Journal
  16. 16. 16 Coca-Cola Journal
  17. 17. Questions? 17
  18. 18. Contact Information 18 Paul Gareau SVP, Client Management Kantar Millward Brown paul.gareau@millwardbrown.com Raj Manocha Executive Vice President Delvinia rmanocha@delvinia.com

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