Communication Planning

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Data-driven IMC for Visualizing
Overall Marketing Processes
Communication design by applying reverse analysis on attitude change

2. Information contained in this document is confidential and property of FICC. Please do not reproduce or distribute without permission. 本資料は株式会社エフアイシーシーの許可無く複製・配布しないようにお願い致します。LEADING BRANDS TO DIGITAL
Data-driven IMC for Visualizing Overall Marketing Processes
Background/ Challenge/ Solution
2
Without communication design based on the situation of changing consumer attitude,
the objective of each activation in mass or digital media becomes unclear and it is hard to generate
synergy effect among activities and measure effectiveness for improvement.
Diversity in consumer behaviors and minds makes marketing communication complicated. Flooded with
marketing activities, it is difficult to manage the overall marketing processes based on the right
communication design. It is said that only 5% of marketers in US can predict and manage the situation of
changing consumer attitude.
Establishing a perception flow model grounded in consumer data allows us to accurately capture the
current situation of changing consumer attitude and maximize ROI through visualizing and optimizing
marketing communication.
Solution
Challenge

3. Information contained in this document is confidential and property of FICC. Please do not reproduce or distribute without permission. 本資料は株式会社エフアイシーシーの許可無く複製・配布しないようにお願い致します。LEADING BRANDS TO DIGITAL
Data-driven IMC for Visualizing Overall Marketing Processes
Comparison with the conventional communication design
3
It is difficult to design the effective communication only with marketers’ subjectivity. This service uses a
fact-based perception flow model backed by consumer data to achieve highly accurate communication
design.
Communication design where roles of each activation
are unclear just by following cases in the previous year or
taking a method-first approach that incorporates trends.
Conventional communication design Data-driven IMC
Communication design where roles of each activation
are clarified by selecting methods according to purpose.
Communication design using a customer journey map
developed under a marketer’s subjectivity.
Communication design using a perception flow model
based on consumer data.
Communication design using a customer journey map
that only describes change of attitudes, not minds.
Communication design using a perception flow model
that integrates perceptions, sensory impulses, KPIs and
touchpoints that promote behavioral changes.

4. Information contained in this document is confidential and property of FICC. Please do not reproduce or distribute without permission. 本資料は株式会社エフアイシーシーの許可無く複製・配布しないようにお願い致します。LEADING BRANDS TO DIGITAL
Data-driven IMC for Visualizing Overall Marketing Processes
Perception flow model
4
Data-driven IMC employs a perception flow model.
The perception flow model is like a blueprint for marketing communication to manage what kind of
perception change we produce to promote behavioral changes among consumers.
In data-driven IMC, the perception flow model is developed according to consumer data on how they end
up to purchase. Capturing the situation of changing attitudes in a right way allows to clarify proper
communication toward changing consumer perception.
Perception flow model
Consumer research data
セグメントA
無関心
課題認識
行動
解決意向
試用
パーセ
プショ
ン
検討
購入意向
評判形成層
メイン
ターゲット層
推奨者層
満足
再購入
現状
知覚刺
激
推奨
現状
ブランドアイデン
ティティの確立
セグメントB
行動
パーセ
プショ
ン
知覚刺
激
KPI
タッチポイント
(マーケティング施策)
態度変容
ステージ
ターゲット層

5. Information contained in this document is confidential and property of FICC. Please do not reproduce or distribute without permission. 本資料は株式会社エフアイシーシーの許可無く複製・配布しないようにお願い致します。LEADING BRANDS TO DIGITAL
Data-driven IMC for Visualizing Overall Marketing Processes
Completed perception flow model (example)
5
Segment A
Indifference
Issue
identification
Behavior
Intent for
resolution
Trial
Perceptio
n
Consideration
Purchase intent
Segment that
establishes
reputation
Main target
segment
Endorser
segment
Satisfaction
Repeat purchase
Current situation
Sensory
impulse
Recommendation
Current situation
Establishment of
brand identity
Segment B
Behavior
Perceptio
n
Sensory
impulse
KPI
Touchpoint
(Marketing activity)
Phase of attitude
changes
Target
segment
Develop a comprehensive perception flow model by combining all target segments
for which marketing communication is possible to execute, several segments and
phases of attitude changes. Also describe sensory impulses that promote attitude
changes in order to clarify the current target situation and processes to purchase or
endorsement as a goal.

6. Information contained in this document is confidential and property of FICC. Please do not reproduce or distribute without permission. 本資料は株式会社エフアイシーシーの許可無く複製・配布しないようにお願い致します。LEADING BRANDS TO DIGITAL
Data-driven IMC for Visualizing Overall Marketing Processes
Use of the perception flow model
6
Based on the brand definition and consumer
perspectives, it is possible to send the message, which
can be spontaneously received by consumers, instead of
forcing to do so.
Visualizing behaviors, perceptions and sensory impulses
helps clarify a relation among activities, thus, briefing to
several agencies and coordination between pertinent
companies are streamlined.
Visualizing the entire phases of attitude changes
enables to clarify roles of each activation, and synergy
and supplementary effects among activities improve
ROI.
Perception model
セグメントA
無関心
課題認識
行動
解決意向
試用
パーセ
プショ
ン
検討
購入意向
評判形成層
メイン
ターゲット層
推奨者層
満足
再購入
現状
知覚刺
激
推奨
現状
ブランドアイデン
ティティの確立
セグメントB
行動
パーセ
プショ
ン
知覚刺
激
KPI
タッチポイント
(マーケティング施策)
態度変容
ステージ
ターゲット層
Visualizing touchpoints and KPIs by phase of attitude
changes allows quantitative assessment of the
marketing plan and to find areas for improvement and
corrective actions.

7. Information contained in this document is confidential and property of FICC. Please do not reproduce or distribute without permission. 本資料は株式会社エフアイシーシーの許可無く複製・配布しないようにお願い致します。LEADING BRANDS TO DIGITAL
Data-driven IMC for Visualizing Overall Marketing Processes
Execution flow
7
Data-driven IMC provides one-stop support for marketing communication fields, ranging from setting the
market with a possibility of business growth, strategy planning by establishing a perception flow model to
consulting on marketing activities by using that model.
Setting source of business (source of revenue)1
Reproducing the current purchase behavior in the perception flow model according to
the online qualitative research
2
Improving accuracy of the present perception flow model based on the online
quantitative research
3
Offering consulting on executing activation by using the perception flow model4

8. Information contained in this document is confidential and property of FICC. Please do not reproduce or distribute without permission. 本資料は株式会社エフアイシーシーの許可無く複製・配布しないようにお願い致します。LEADING BRANDS TO DIGITAL
Data-driven IMC for Visualizing Overall Marketing Processes
1. Setting source of business (source of revenue)
8
Fund for purchasing a new product is raised from consumption expenditure. The source of business
(source of revenue), as a supplier, is not always the category competitor but may be a beneficial
competitor. Therefore we interview with marketing personnel, consider every possibility and set the most
potential source of business that leads to business growth through discussion.
Category competitor Beneficial competitorTarget product

9. Information contained in this document is confidential and property of FICC. Please do not reproduce or distribute without permission. 本資料は株式会社エフアイシーシーの許可無く複製・配布しないようにお願い致します。LEADING BRANDS TO DIGITAL
Data-driven IMC for Visualizing Overall Marketing Processes
2. Developing the perception model flow
9
(1) Online qualitative research
Perform questionnaire researches mainly using open questions for all target groups
(mostly users as potential source-of-business) for which marketing communication is
possible to execute. (What kind of products were you using before? What made you
switch the product?, etc.)
(2) Development of separate perception flow sheet
Based on research results, develop separate perception flow sheet per target. If the
number of the subjects is 100, 100 different perception flows enables to cover all the
flow patterns.
(3) Perception flow model development at workshop
Read all the perception flow sheet, verify and consolidate necessary information to
develop a perception flow model backed by facts on consumers. Prepare the perception
flow model with client at workshop, while introducing know-how to leverage this flow
model.
Gain consumer data through online qualitative researches and develop a perception flow model.
セグメントA
無関心
課題認識
行
動
解決意向
試用
パ
ー
セ
プ
シ
ョ
ン
検討
購入意向
評判形
成層
メイン
ター
ゲット
層
推奨者
層
満足
再購入
現状
知
覚
刺
激
推奨
現状
ブランドア
イデンティ
ティの確立
セグメントB
行
動
パ
ー
セ
プ
シ
ョ
ン
知
覚
刺
激
KPI
タッチポイント
(マーケティング施
策)
態度変容
ステージ
ター
ゲット
層

10. Information contained in this document is confidential and property of FICC. Please do not reproduce or distribute without permission. 本資料は株式会社エフアイシーシーの許可無く複製・配布しないようにお願い致します。LEADING BRANDS TO DIGITAL
Data-driven IMC for Visualizing Overall Marketing Processes
3. Improving accuracy of the perception flow model
10
(1) Qualitative research
Perform online qualitative researches to improve accuracy of the established perception flow model and calculate KPIs. Then gain
data to yield % of the target in each segment, develop persona and prioritize elements in phases of attitude changes as well as
numerical data such as conversion rate.
Indifference
Intent for
resolution
Consideration Purchase intent Trial Satisfaction
Issue
identification
40%
30%
45%
10%
5%
10%
D. Transition by phase of attitude changes
Segment A
25%
Segment B
15%
Segment D
20%
Segment C
40%
A. % of the target in each segment
Segment C
42 year-old, male, married, 1 child
Annual income of ¥6 – 8 million
Working at a local bank, living in a
suburban city, like traveling
B. Persona data of each segment
C. Prioritize elements in phases of
attitude changes
Segment C/ Considerations
1. High cost performance
2. More functional than the product he
uses
3. His friends are using
4. Made in Japan and assuring

11. Information contained in this document is confidential and property of FICC. Please do not reproduce or distribute without permission. 本資料は株式会社エフアイシーシーの許可無く複製・配布しないようにお願い致します。LEADING BRANDS TO DIGITAL
Data-driven IMC for Visualizing Overall Marketing Processes
4. Execution consulting based on the perception flow model
11
Clarify which communication activity is insufficient by matching the perception flow model with
activation underway. Then provide consulting including proposing feasible activation ideas against
insufficient communication, introducing available vendors and developing briefing sheet to request
vendors for proposal.
Develop briefing sheet to introduce available vendors and make a request for proposal.
Editorial ad Movie ad
Brand site
Present campaign
In-store traffic
CRM
Digital ad serving/
management
DMP
Indifference
Issue identification
Intent for resolution
Trial
Consideration
Purchase intent
Segment to
establish
reputation
Main target
segment
Endorser
segment
Satisfaction
Repeat purchase
Recommendation
Establishment of
brand identity
Phase of attitude
changes
Target segment
Effectiveness
measurement
TV/ Radio CM
Newspaper/ magazine
ad
Transit ad / OOH Product placement Tie-up
Feasible activation
Referral campaign
EC site
Review site
Review siteOffline event
Already implemented Feasible

12. Information contained in this document is confidential and property of FICC. Please do not reproduce or distribute without permission. 本資料は株式会社エフアイシーシーの許可無く複製・配布しないようにお願い致します。LEADING BRANDS TO DIGITAL
Data-driven IMC for Visualizing Overall Marketing Processes
Deliverables
12
Perception flow model Separate perception flow sheet
Feasible activation/available
vendor sheet
Persona sheet by target segmentBriefing sheet for requesting
vendors for proposal
Perception flow model as a blueprint for
marketing communication based on
consumer data.
Separate perception flow per target for
establishing the perception flow model.
Sheet that shows feasible activation and
available vendors based on the perception
flow model.
Briefing sheet that summarizes items
necessary to request execution to a vendor.
Persona sheet that summarizes
demographic and physiographic data by
target segment.
セグメントA
無関心
課題認識
行
動
解決意向
試用
パ
ー
セ
プ
シ
ョ
ン
検討
購入意向
評判
形成
層
メイ
ン
ター
ゲッ
ト層
推奨
者層
満足
再購入
現状
知
覚
刺
激
推奨
現状
ブランドア
イデンティ
ティの確立
セグメントB
行
動
パ
ー
セ
プ
シ
ョ
ン
知
覚
刺
激
KPI
タッチポイント
(マーケティング施策)
態度変容
ステージ
ター
ゲッ
ト層