Overview of SymphonyIRI Digital Capabilities20121   Copyright © SymphonyIRI Group, 2012. Confidential and Proprietary.
Our unique capabilities power your digital marketing efforts in three areas                              1                ...
Highly Integrated and Differentiated Partner Ecosystem                                  Targeting & ROI                   ...
1         Targeting                      Purchase based targeting helps find high opportunity                             ...
1         Targeting                                       Targeting Process is Seamless and Efficient                    M...
1         Targeting                     Case Study: Late category entry finds new buyers for                              ...
1         Targeting                        Unique Brand Activation & Measurement Solution                                 ...
2    Optimization                        Optimize your digital campaign by ensuring you are                               ...
3             ROI                       Measure Granular Offline Results to Provide Valuable                              ...
3            ROI                                       Digital ROI benchmarks provide additional insight      MAX         ...
3            ROI                         Determine impact of your retail campaign using geo-                              ...
3            ROI                        Case Study: Search is effective in driving in-stores                              ...
3            ROI                        Understand the impact of social media (paid &                                     ...
APPENDIX14   Copyright © SymphonyIRI Group, 2012. Confidential and Proprietary.
Framework for digital media evaluation                                                                                    ...
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SymphonyIRI New Media Solutions Overview 2012

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SymphonyIRI Group is the global leader in innovative solutions and services for driving revenue and profit growth in consumer packaged goods (CPG), retail and healthcare companies.

SymphonyIRI’s New Media Solutions practice provides CPG marketers and retailers the ability to target digital media more effectively and efficiently, and quantify the effects of online advertising. It's solutions enable marketers to:

• Optimize interactive campaigns using offline consumer purchase-based targeting
• Measure offline/in-store sales impact of interactive campaigns
• Quantify the Return on digital media spending

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  • 1. AOL distills through Point Of Sale data to identify specific market territories where there is a gap between the category development in the area and brand development for the manufacturer. 2. Leveraging coverage of over 90% of online consumers down to the precision of a 5 digit zip code, AOL implements a scalable campaign to penetrate those opportunistic markets and activate sakes down to the neighborhood level.  Backend technology would dynamically render the right promotion to consumers based on their geography.* 3. Post campaign, AOL is able to provide a read that measures how market gaps were reconciled as a result of the local promotion on AOL.  This brand index change is determined by looking at [directional] sales changes in both dollar value and/or units sold. *With access to the IRI Consumer panel, AOL also has the ability to exclude consumers who are less likely to be prospects, providing efficiency that could otherwise not be obtained through traditional local marketing
  • SymphonyIRI New Media Solutions Overview 2012

    1. 1. Overview of SymphonyIRI Digital Capabilities20121 Copyright © SymphonyIRI Group, 2012. Confidential and Proprietary.
    2. 2. Our unique capabilities power your digital marketing efforts in three areas 1 2 3 Media tracking/delivery/ Targeting Measuring ROI optimization • How can we better target digital • Did the campaign reach the • What type of sales impact Key issues media to find high opportunity intended audience? (dollar/volume) was achieved consumers? through the digital campaigns? • What content is most relevant to • How can we reach hard to find my target? • Was there an increase in brand consumer segments? penetration or the % of repeat • What creative is more impactful? buyers? • Rich repository of disaggregated • ‘Course correct’ and optimize • Deliver granular campaign ROI Why panel and POS data, campaigns based on actual based on actual offline purchaseSymphonyIRI? proprietary segmentation and purchase behavior, not metrics behavior predictive modeling -- like clicks essential to target effectively • Robust industry benchmarks, covering multiple digital • Our knowledge of your business platforms: display, search, video issues and category dynamics and social • Campaign scale via our large and integrated media partner base2 Copyright © SymphonyIRI Group, 2012. Confidential and Proprietary.
    3. 3. Highly Integrated and Differentiated Partner Ecosystem Targeting & ROI Media Measurement Solutions & ROI Linkage Shopper targeting and sales lift analysis Geo-targeting and ROI solutions • Brand attitudinal impact linked to offline sales • eCommerce measurement as complement to offline sales Behavioral Targeting for Demand Side Platforms, data exchanges Social Media Brand attitudinal studies linked to and ad network that links back to offline sales Monitoring & offline sales lift Analytics Increasing effectiveness of Evaluation of WOM campaigns online video using look-alike through match market testing models3 Copyright © SymphonyIRI Group, 2012. Confidential and Proprietary.
    4. 4. 1 Targeting Purchase based targeting helps find high opportunity consumers and high opportunity geographies Potential Consumer Segments • Purchase Segmentation: Heavy brand buyers/loyalists/switchers • Shopper Segmentation: Buyers that spend over 50% of their CPG purchases at retailers • Lifestyle segmentation: Buyers of organic food, buyers of ‘natural’ foods, etc. • Others: Coupon users, Private label buyers Potential Geo-Segments High Opportunity geographies: Characterized by specific demographics, store density and buying propensity How we deliver? Via an Ecosystem of Media Partnerships and SIG content Through our partnerships, we are able to target these prospects online and provide scale to digital campaigns Results – Increase effectiveness of current digital media campaigns by 2X in many cases – Increase reach potential – Optimize creative messaging based on segments (e.g., coupon message to induce trial amongst switchers) 4 Copyright © SymphonyIRI Group, 2012. Confidential and Proprietary.
    5. 5. 1 Targeting Targeting Process is Seamless and Efficient Media Partner places tag on SymphonyIRI is able to identify high SymphonyIRI Consumer Network Media Partner and SymphonyIRI opportunity consumer groups based panelists’ site build targeted look-a-like models on purchase behavior, demographics based on digital and shopper and attitudinal information target Non-Exposed Exposed $2.50 $2.00 Buying Rate Media Partner launches SymphonyIRI collects offline SymphonyIRI analyzes in-store ROI targeted campaign, purchase information and volume lift metrics optimizes and manages media for CPG marketer. 5 Copyright © SymphonyIRI Group, 2012. Confidential and Proprietary.
    6. 6. 1 Targeting Case Study: Late category entry finds new buyers for new brand Context – Long-standing food client introduced a product extension within a very popular, health-oriented category. Objective: increase HH penetration without cannibalizing sales within the brand portfolio. Solution – In order to find new brand buyers with a high-propensity to purchase, SIG team leveraged panel household purchase information from the following: • Similar products by competitive brands • Products with similar properties within the focus brand • Products with similar properties among competitors – SIG and the media partner used the above purchase-based targeting and an ROI study in order to measure the brand penetration and prove the efficacy of digital advertising. Results 1.50 $0.35 1.15 $0.27 5.2% 4.9% Dollars/Household Occasions Penetration Non -Exposed Cell Exposed Cell 30% increase in the average dollar 30% increase in occasions among 6% increase in the household spend per exposed buying exposed buying households penetration household 6 Copyright © SymphonyIRI Group, 2012. Confidential and Proprietary. Results masked to maintain client confidentiality
    7. 7. 1 Targeting Unique Brand Activation & Measurement Solution with AOL - ShopLift AOL and SIG’s ShopperLIFT is a turnkey solution to activate brick and mortar store sales in a given marketing territory by leveraging POS data collected by SymphonyIRI Group from over 70,000 stores nationally, representing 95% of items sold at the UPC level. Target consumers in DMAs and custom micro-markets (zips) where your brand is lagging compared to the category based on POS data Eliminate wasted impressions using Advanced Modeled Audience and SIG consumer data Measure to see if campaign successfully accomplishes a directional increase in sales 7 Copyright © SymphonyIRI Group, 2012. Confidential and Proprietary.
    8. 8. 2 Optimization Optimize your digital campaign by ensuring you are reaching the target Analyze the reach difference between exposed and Determine buying habits of exposed households by total audience publisher Audience Reach Profile Audience Publisher1 Publisher2 Publisher3 70% 60% Heavy Brand X 150 80 190 50% 45% Light-Medium Brand 120 90 100 40% X (loyal) 30% Light-Medium Brand 22% 120 100 90 20% 15% X (mix) 8% 10% 10% Competitive Brand 70 110 110 Set 0% Heavy Brand X Light-Medium Light-Medium Competitive Non-Category Non-Category Buyer 50 108 50 Brand X (loyal) Brand X (mix) Brand Set User If the strategy is to target brand buyers, heavy-up publishers 1 and 3 Exposed Total8 Copyright © SymphonyIRI Group, 2012. Confidential and Proprietary.
    9. 9. 3 ROI Measure Granular Offline Results to Provide Valuable Media Insights What was the in-store ROI for Did the digital campaign cause Did the campaign induce trial digital advertising? a category share shift? among new users? $2.38 What type of content delivered the How did the campaign perform What is the expected long-term best sales results? Health and relative to the industry? Impact of this campaign? Wellness or General Content?9 Copyright © SymphonyIRI Group, 2012. Confidential and Proprietary.
    10. 10. 3 ROI Digital ROI benchmarks provide additional insight MAX Vertical: Campaign Size: Brand Penetration: Purchase Cycle: Digital Food Products 75MM+ impressions 30%+ <70 days $4.21* $3.61 $4.21 $3.61 $3.61 Average Average $1.93 Average Average Average $1.70 $1.62 $1.69 $1.34 $0.48 $0.48 $0.48 $0.60 $0.70 MIN Approximately 82% of all campaigns analyzed had an ROI >$1.00 * Denotes revenue generated through advertising for every dollar spent10 Copyright © SymphonyIRI Group, 2012. Confidential and Proprietary.
    11. 11. 3 ROI Determine impact of your retail campaign using geo- experiments Post geo-targeted campaign, understand how the consumer reacted to the push messaging within the markets that received special consideration Select control markets that align to test Control Test Control markets based on • Brand / Category Development • Sales behavior in the markets Test Project the lift in the test geographies to total US Brand X Analysis • Sales of Brand X increased 10% in the 10 test markets as a result of the digital campaign Average Weekly Volume/$MM ACV 80% Confidence Interval Brand X Sales Lift 16% 14% 12% 10% 12% 10% 10% 8% 8% 6% 15% 6% 4% 4% 10% 2% 2% 4% 0% 0% Lower Best Upper Bound Estimate Bound ANCOVA methodology Brand Analysis illustrates campaign “balances the playing field” impact within test areas11 Copyright © SymphonyIRI Group, 2012. Confidential and Proprietary.
    12. 12. 3 ROI Case Study: Search is effective in driving in-stores sales for a legacy brand• Context – Pepsi team wanted to understand consumer linkage of the brand with FOX Network’s The X Factor as well as halo from Blue to Max and Diet Pepsi• Approach – Develop tiered search coverage in key markets specifically for Pepsi Blue to determine advertising effectiveness • Test Cell 1: Denver, 80-100% SOV • Test Cell 2: Salt Lake City, 50-60% SOV • Test Cell 3: Las Vegas, ~20% SOV Halo Effect for Diet Pepsi • Control Cell : Philadelphia – Dark 100% 1.4% 1.5% 1.4• Results 90% 80% 1.4% 1.2% 1.2 80% 1.3% 1.0% – Highest SOV yielded greatest sales lift 70% 80% 1.2% 60% 1.0 60% 1.1% 0.8 • 1.4% - 6.3% vs. control 50% 60% 1.0% 0.6 – Max and Diet Pepsi experienced a positive impact from 40% 30% 0.9% 0.4 20% 20% Pepsi Blue messaging halo 20% 0.7% 0.2 10% S • 1% - 4.5% vs. control 0% 0.0 0.5% Denver SLC Las Vegas Denver SLC Las Vegas12 Copyright © SymphonyIRI Group, 2012. Confidential and Proprietary.
    13. 13. 3 ROI Understand the impact of social media (paid & earned) • In working with various social media monitoring companies, we see the impact of varied, consumer-generated online chatter on your brand as well as the competition • Identify key geographies to understand how consumers really react to your message where it counts… in store. 3500 Social 25,000,000 Predicted Media Forward 3000 Impact $$ Impact 20,000,000 2500 Neutral 15,000,000 Mixed 2000 Negative 1500 Positive 10,000,000 Dollar Sales 1000 Brand X w/o Activity 5,000,000 500 Competitor 0 0 Aug 10 Sept Oct 10 Nov 10 Dec 10 Jan 11 Feb 11 Mar 11 Apr 11 May Jun 11 Jul 11 10 1113 Copyright © SymphonyIRI Group, 2012. Confidential and Proprietary. Sales lift based on recent case study
    14. 14. APPENDIX14 Copyright © SymphonyIRI Group, 2012. Confidential and Proprietary.
    15. 15. Framework for digital media evaluation Evolving mix models to incorporate Cross-channel allocation digital channels • Media Mix Modeling •Ensuring access to granular data In-Channel optimization •Creating more variability in digital media •Incorporating paid, owned and earned • Digital ROI analysis •Reach/Frequency curves don’t always hold • Digital testing in digital •Clearly differentiate between primary and secondary metrics •Learning Agenda needs to be address primary metric Consumer Delivery Interaction Brand Sales Advocacy Metrics Journey Metrics Metrics Metrics Impact (Secondary) (Secondary) (Secondary) (Primary) Metrics (Primary) Metric Impressions, Clicks, Video Brand recall, ROI, Retweets, Posts, Reach, views, View Association, Penetration, Comments Frequency plays, Leads Purchase Occasions (Positive/negative), generated, Intent Likes Coupon downloads15 Copyright © SymphonyIRI Group, 2012. Confidential and Proprietary.

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