Accenture, comScore and dunnhumbyUSA collaborated on a study to help CPG executives better understand the link between consumers’ usage of brand websites and their brand purchases in retail stores.
List of Marketing Capstone Project Ideas, if you are looking for a unique topic for the project. http://www.capstoneproposal.com/marketing-capstone-project-ideas/
The future of retail is the Intelligent Store that empowers retail associates and delivers a more productive and fulfilling shopping experience for consumers. Learn about the findings of the 2011 shopper survey.
List of Marketing Capstone Project Ideas, if you are looking for a unique topic for the project. http://www.capstoneproposal.com/marketing-capstone-project-ideas/
The future of retail is the Intelligent Store that empowers retail associates and delivers a more productive and fulfilling shopping experience for consumers. Learn about the findings of the 2011 shopper survey.
Effect of Online Advertisement In Online Shoppingalexkm123
a project study on effect of online advertisements in online shopping.
How online ads helps online business to make it more effective and reachable by customers.
Technology democratization has created a plethora of opportunities for brands to connect with consumers. Brands now need to understand what their consumers really want and establish connect with them at every stage of the purchase decision journey.
This post discusses the growing complexity in the brand-consumer love story and the need for brands to revisit their consumer engagement strategy in order to succeed in the digital age. Customer loyalty in the digital age outlines the gap that exists between consumers demand and brand outreach. It also designs the customer loyalty strategy for brands to reach to the connected consumers.
What's your consumer loyalty strategy? Do share your thoughts.
Acxiom presentation to Forrester Marketing Forum Nov 2009Tim Suther
Acxiom presentation to Forrester Marketing Forum London Nov 2009. Identifies key steps to dramatically improved marketing & advertising. Contains many examples
IOSR Journal of Business and Management (IOSR-JBM) is an open access international journal that provides rapid publication (within a month) of articles in all areas of business and managemant and its applications. The journal welcomes publications of high quality papers on theoretical developments and practical applications inbusiness and management. Original research papers, state-of-the-art reviews, and high quality technical notes are invited for publications.
Factors Influencing the E-Shoppers Perception towards E-Shopping (A Study wit...Dr. Amarjeet Singh
Purpose: The study focuses on identifying and exploring the various factors influencing the e-shoppers perception towards e-shopping.
Design / methodology / approach: A research model is developed based on the literature. For the purpose of study data collected from 100 e-shoppers belonged to Wardha City of Maharashtra. By using in structured questionnaire, descriptive statistical measure like mean has been used for analyzing the data.
Findings: The results reveal that the seven key factors like convenience, time saving, home delivery, price advantage, more choice, reliability and security significantly influenced the e-shoppers perception on e-shopping.
Contribution of the study: The result of this study provides a valuable reference to the e-marketers to understand the factors influencing e-shoppers perception. They can further sharpen their marketing strategies to attract and retain their customers.
A study of how application usage can help increase consumer satisfaction for ...Abeer Raza
This study uses regression analysis to determine the effects of mobile applications on consumer satisfaction. The paper focuses on the impact of mobile application usage on consumer behavior with regards to consumer engagement and brand loyalty. The author also looks into understanding the different factors within a mobile app that increases consumer satisfaction. This approach helps identify not just the factors themselves and their benefits but also their contribution in cultivating a long-term relationship between consumers and businesses.
Analyzing the opportunities of digital marketing in bangladesh to provide an ...IJMIT JOURNAL
The idea of marketing recently converging to Digital marketing and digital marketing is becoming the most effective means for building business-customer relationships with long-term loyalty. It is a matter of concern that how this convergence is taking place in developing countries like Bangladesh. In this paper, the impact of digital marketing on the customer engagement with products and brands is investigated using descriptive research method and is based on survey. This study attempts to find the most effective form of digital marketing in Bangladesh by taking responses using questionnaires from sample, which has been used as the primary data. This study aims to discover the factors that work background to make the customers loyal to the brand and to have a positive attitude toward brand. It also illustrates about the differences of traditional marketing and digital marketing and the changes brought by digital marketing in brands relationship marketing. Analysis of survey output shows that there is an overall positive influence of internet advertising on consumer purchase decision. It is recommended that companies should conduct a market research on different markets in various countries to identify more specific market related and regional factors.
Are Your CPG Brands Maximizing the Return on Your Digital Investment?dunnhumby
CPG manufacturers have invested millions of dollars in their brand websites and social media presence, yet they struggle to show how their digital marketing investments are influencing brand purchases in stores.
Accenture, comScore and dunnhumbyUSA presented their groundbreaking study on the link between consumers’ usage of brand websites and their brand purchases in retail stores at the 2012 LEAD Marketing Conference in Chicago.
The challenge for retailers is no longer how to lure shoppers online, but how to add value for their existing customer base. Examine critical business functions for online commerce success, as well as best-in-class factors — transpromo, crosschannel campaigns and deep-dive personalization. Learn the “four Cs” of staying alive — conversion, clarity of messaging, channel crossings and cooperative communications with third parties. Also, learn several key software and cycle management tools that incorporate analytics and printed literature.
Effect of Online Advertisement In Online Shoppingalexkm123
a project study on effect of online advertisements in online shopping.
How online ads helps online business to make it more effective and reachable by customers.
Technology democratization has created a plethora of opportunities for brands to connect with consumers. Brands now need to understand what their consumers really want and establish connect with them at every stage of the purchase decision journey.
This post discusses the growing complexity in the brand-consumer love story and the need for brands to revisit their consumer engagement strategy in order to succeed in the digital age. Customer loyalty in the digital age outlines the gap that exists between consumers demand and brand outreach. It also designs the customer loyalty strategy for brands to reach to the connected consumers.
What's your consumer loyalty strategy? Do share your thoughts.
Acxiom presentation to Forrester Marketing Forum Nov 2009Tim Suther
Acxiom presentation to Forrester Marketing Forum London Nov 2009. Identifies key steps to dramatically improved marketing & advertising. Contains many examples
IOSR Journal of Business and Management (IOSR-JBM) is an open access international journal that provides rapid publication (within a month) of articles in all areas of business and managemant and its applications. The journal welcomes publications of high quality papers on theoretical developments and practical applications inbusiness and management. Original research papers, state-of-the-art reviews, and high quality technical notes are invited for publications.
Factors Influencing the E-Shoppers Perception towards E-Shopping (A Study wit...Dr. Amarjeet Singh
Purpose: The study focuses on identifying and exploring the various factors influencing the e-shoppers perception towards e-shopping.
Design / methodology / approach: A research model is developed based on the literature. For the purpose of study data collected from 100 e-shoppers belonged to Wardha City of Maharashtra. By using in structured questionnaire, descriptive statistical measure like mean has been used for analyzing the data.
Findings: The results reveal that the seven key factors like convenience, time saving, home delivery, price advantage, more choice, reliability and security significantly influenced the e-shoppers perception on e-shopping.
Contribution of the study: The result of this study provides a valuable reference to the e-marketers to understand the factors influencing e-shoppers perception. They can further sharpen their marketing strategies to attract and retain their customers.
A study of how application usage can help increase consumer satisfaction for ...Abeer Raza
This study uses regression analysis to determine the effects of mobile applications on consumer satisfaction. The paper focuses on the impact of mobile application usage on consumer behavior with regards to consumer engagement and brand loyalty. The author also looks into understanding the different factors within a mobile app that increases consumer satisfaction. This approach helps identify not just the factors themselves and their benefits but also their contribution in cultivating a long-term relationship between consumers and businesses.
Analyzing the opportunities of digital marketing in bangladesh to provide an ...IJMIT JOURNAL
The idea of marketing recently converging to Digital marketing and digital marketing is becoming the most effective means for building business-customer relationships with long-term loyalty. It is a matter of concern that how this convergence is taking place in developing countries like Bangladesh. In this paper, the impact of digital marketing on the customer engagement with products and brands is investigated using descriptive research method and is based on survey. This study attempts to find the most effective form of digital marketing in Bangladesh by taking responses using questionnaires from sample, which has been used as the primary data. This study aims to discover the factors that work background to make the customers loyal to the brand and to have a positive attitude toward brand. It also illustrates about the differences of traditional marketing and digital marketing and the changes brought by digital marketing in brands relationship marketing. Analysis of survey output shows that there is an overall positive influence of internet advertising on consumer purchase decision. It is recommended that companies should conduct a market research on different markets in various countries to identify more specific market related and regional factors.
Are Your CPG Brands Maximizing the Return on Your Digital Investment?dunnhumby
CPG manufacturers have invested millions of dollars in their brand websites and social media presence, yet they struggle to show how their digital marketing investments are influencing brand purchases in stores.
Accenture, comScore and dunnhumbyUSA presented their groundbreaking study on the link between consumers’ usage of brand websites and their brand purchases in retail stores at the 2012 LEAD Marketing Conference in Chicago.
The challenge for retailers is no longer how to lure shoppers online, but how to add value for their existing customer base. Examine critical business functions for online commerce success, as well as best-in-class factors — transpromo, crosschannel campaigns and deep-dive personalization. Learn the “four Cs” of staying alive — conversion, clarity of messaging, channel crossings and cooperative communications with third parties. Also, learn several key software and cycle management tools that incorporate analytics and printed literature.
This was a graduate project for my Market Research class. We were asked to find the value in digital coupons for a potential business as well as collect consumer data.
Proximity BBDO Sweden presents: Digital Day 2011, Feb 10.
NICK ORSMAN
ROI and Social Media -- why are companies investing in social media, how do companies measure their investment and what are some of the best examples of using social media to meet marketing objectives.
The presentation can be seen:
http://www.youtube.com/watch?v=Z9TBeCVjReM
Get to know Proximity BBDO Sweden here:
http://www.facebook.com/ProximityBBDOSweden
http://www.proximity.se
iCrossing’s Connected Brands Index is a first-of-its-kind report that analyzes the quality and performance of a brand’s presence in networks, and helps to determine how the results of marketers’ efforts are paying off.
ComRatings Red Book_Digital Consumer Insights 2012ComRatings Inc.
Achieving differentiation and relevancy through the use of digital consumer behavior data at the point of consumer interaction continues to be a challenge for most brands for online marketing. A significant gap is the lack of digital consumer insights – measurable data about digital consumer usage that can be harvested to create unique insights into the mind of consumers.
如何使用消费者在网络互动中的网络行为数据,从而实现品牌的差异化和关联,已经成为品牌客户网络营销的巨大挑战。根本的原因在于缺乏数字消费者洞察——即:对于消费者网络行为可衡量的数据。基于数字消费者洞察的这些数据可以有效帮助品牌客户有效把握消费者的心理和兴趣。
ComRatings’ ability to capture, analyze and report on actual digital consumer data is changing how brands connect with consumers in today’s digital world. Our unique ability to report on digital consumer behavior is helping brand and e-retailers understand current thinking as well as what future interests consumers have. This can help drive product optimization, more refined messaging which enables greater success for the online marketing.
讯实网络专有的采集、分析、并呈现消费者真实网络行为的能力和数据平台,正在有效提升品牌客户通过互联网与消费者互动的方式。数字消费者洞察可以有效驱动产品优化和品牌沟通,从而提升网络营销的效果。
In the ever growing world of Social Media business is often scared to dabble in the industry. I ask the question about whether or not Social Media can deliver a ROI...
View-Through Technology: Gaining Insight into DataBusinessOnline
View-through data enhancement enables you to answer these questions. Measuring the impact of content hosted on other sites is no longer a matter of impressions or Sphinns. We can directly measure the impact in terms of traffic, online sales, and conversions — and all of this can happen without a direct link. Join us and see how you can accurately attribute your online PR, social media, and off-site marketing efforts to ROI. And, gain insight into bookmarks and traffic generated through branded searches.
A look at a perspective on how mobility can impact retail beyond current efforts and do for retail what ecommerce promised but didn't deliver upon. Presented at the Heartland Mobile Council Mobile University conference by 5th Finger CEO Patrick Collins 4/28/10.
Male and female, young and old, a fast-growing number of today's shoppers are tapping into social media to find product information, get deals, read reviews and share opinions on purchases. In order to meet the needs of these social shoppers, retail organization must join the social media fray. But to be successful in the social realm, merchants must carefully plan and execute a strategy that will appeal to their particular target audience. This session will provide top tips and tactics for retailers wanting to get up-to-speed on the latest and greatest social strategies.
The full toolkit is available only for our Growth Team Members.
To date we have published toolkits for: Merger & Acquisition, Geographic Expansion, New Product Development, New Product Launch, Competitive Strategy, Distribution Channel Optimization, and Vertical Market Expansion, Strategic Partnerships, and Customer Strategy.*
Digital Marketing ROI: Which Half of My Digital Is Working?David Rogers
Amidst a slew of data from new digital tools, even successful marketers find it hard to know "which half of my marketing is working?" – or to explain to the CFO where they should next invest in digital and why. Instead of searching for a universal ROI solution, marketers need to think strategically about their own customers' path to purchase. By linking audience, engagement, and financial impact to their key business objectives, they can build a model that ensures marketing will matter for their business in the digital age.
ANA programmatic-financial-fog 22-5-17Brian Crotty
A new study of programmatic media trading was released last week. The study, entitled “Programmatic: Seeing Through The Financial Fog” is a joint initiative between the primary US advertiser trade group the ANA, its Canadian equivalent the ACA, Ebiquity (EBQ.L, N/R) and Ad/Fin, and was undertaken to investigate costs and economics of programmatic advertising ecosystem. The study is relevant to digital media technology owners large (i.e. Alphabet’s Google (GOOGL, Hold) and small (i.e. The Trade Desk (TTD, N/R), to digital publishers, agency holding companies including IPG (IPG, Hold), Omnicom (OMC, Hold), Publicis (PUB.PA, Hold) and WPP (WPP.L, Hold) and providers of measurement and data services such as Nielsen (NLSN, Hold) because of the benchmarks the study provides and because of the implications the study suggests about the industry’s evolution.
Babelfish articles oct 16 mar 17 28-3-17 reduxBrian Crotty
In a world where it is increasingly difficult to keep up, let alone stay ahead, I am sharing a collection of meaty articles that passed my screens over the last 6 months. I have divided into 6 topics - The first articles in each section are important reading for those who can´t afford to tread water.
Sharing a collection of articles that I found interesting over the last 6 months - First 20 are important reading for those who can´t afford to tread water.
Sharing a collection of articles that I found interesting over the last 6 months - First 20 are important reading for those who can´t afford to tread water.
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Digital Transformation and IT Strategy Toolkit and TemplatesAurelien Domont, MBA
This Digital Transformation and IT Strategy Toolkit was created by ex-McKinsey, Deloitte and BCG Management Consultants, after more than 5,000 hours of work. It is considered the world's best & most comprehensive Digital Transformation and IT Strategy Toolkit. It includes all the Frameworks, Best Practices & Templates required to successfully undertake the Digital Transformation of your organization and define a robust IT Strategy.
Editable Toolkit to help you reuse our content: 700 Powerpoint slides | 35 Excel sheets | 84 minutes of Video training
This PowerPoint presentation is only a small preview of our Toolkits. For more details, visit www.domontconsulting.com
Company Valuation webinar series - Tuesday, 4 June 2024FelixPerez547899
This session provided an update as to the latest valuation data in the UK and then delved into a discussion on the upcoming election and the impacts on valuation. We finished, as always with a Q&A
VAT Registration Outlined In UAE: Benefits and Requirementsuae taxgpt
Vat Registration is a legal obligation for businesses meeting the threshold requirement, helping companies avoid fines and ramifications. Contact now!
https://viralsocialtrends.com/vat-registration-outlined-in-uae/
The world of search engine optimization (SEO) is buzzing with discussions after Google confirmed that around 2,500 leaked internal documents related to its Search feature are indeed authentic. The revelation has sparked significant concerns within the SEO community. The leaked documents were initially reported by SEO experts Rand Fishkin and Mike King, igniting widespread analysis and discourse. For More Info:- https://news.arihantwebtech.com/search-disrupted-googles-leaked-documents-rock-the-seo-world/
LA HUG - Video Testimonials with Chynna Morgan - June 2024Lital Barkan
Have you ever heard that user-generated content or video testimonials can take your brand to the next level? We will explore how you can effectively use video testimonials to leverage and boost your sales, content strategy, and increase your CRM data.🤯
We will dig deeper into:
1. How to capture video testimonials that convert from your audience 🎥
2. How to leverage your testimonials to boost your sales 💲
3. How you can capture more CRM data to understand your audience better through video testimonials. 📊
Event Report - SAP Sapphire 2024 Orlando - lots of innovation and old challengesHolger Mueller
Holger Mueller of Constellation Research shares his key takeaways from SAP's Sapphire confernece, held in Orlando, June 3rd till 5th 2024, in the Orange Convention Center.
Discover the innovative and creative projects that highlight my journey throu...dylandmeas
Discover the innovative and creative projects that highlight my journey through Full Sail University. Below, you’ll find a collection of my work showcasing my skills and expertise in digital marketing, event planning, and media production.
Building Your Employer Brand with Social MediaLuanWise
Presented at The Global HR Summit, 6th June 2024
In this keynote, Luan Wise will provide invaluable insights to elevate your employer brand on social media platforms including LinkedIn, Facebook, Instagram, X (formerly Twitter) and TikTok. You'll learn how compelling content can authentically showcase your company culture, values, and employee experiences to support your talent acquisition and retention objectives. Additionally, you'll understand the power of employee advocacy to amplify reach and engagement – helping to position your organization as an employer of choice in today's competitive talent landscape.
"𝑩𝑬𝑮𝑼𝑵 𝑾𝑰𝑻𝑯 𝑻𝑱 𝑰𝑺 𝑯𝑨𝑳𝑭 𝑫𝑶𝑵𝑬"
𝐓𝐉 𝐂𝐨𝐦𝐬 (𝐓𝐉 𝐂𝐨𝐦𝐦𝐮𝐧𝐢𝐜𝐚𝐭𝐢𝐨𝐧𝐬) is a professional event agency that includes experts in the event-organizing market in Vietnam, Korea, and ASEAN countries. We provide unlimited types of events from Music concerts, Fan meetings, and Culture festivals to Corporate events, Internal company events, Golf tournaments, MICE events, and Exhibitions.
𝐓𝐉 𝐂𝐨𝐦𝐬 provides unlimited package services including such as Event organizing, Event planning, Event production, Manpower, PR marketing, Design 2D/3D, VIP protocols, Interpreter agency, etc.
Sports events - Golf competitions/billiards competitions/company sports events: dynamic and challenging
⭐ 𝐅𝐞𝐚𝐭𝐮𝐫𝐞𝐝 𝐩𝐫𝐨𝐣𝐞𝐜𝐭𝐬:
➢ 2024 BAEKHYUN [Lonsdaleite] IN HO CHI MINH
➢ SUPER JUNIOR-L.S.S. THE SHOW : Th3ee Guys in HO CHI MINH
➢FreenBecky 1st Fan Meeting in Vietnam
➢CHILDREN ART EXHIBITION 2024: BEYOND BARRIERS
➢ WOW K-Music Festival 2023
➢ Winner [CROSS] Tour in HCM
➢ Super Show 9 in HCM with Super Junior
➢ HCMC - Gyeongsangbuk-do Culture and Tourism Festival
➢ Korean Vietnam Partnership - Fair with LG
➢ Korean President visits Samsung Electronics R&D Center
➢ Vietnam Food Expo with Lotte Wellfood
"𝐄𝐯𝐞𝐫𝐲 𝐞𝐯𝐞𝐧𝐭 𝐢𝐬 𝐚 𝐬𝐭𝐨𝐫𝐲, 𝐚 𝐬𝐩𝐞𝐜𝐢𝐚𝐥 𝐣𝐨𝐮𝐫𝐧𝐞𝐲. 𝐖𝐞 𝐚𝐥𝐰𝐚𝐲𝐬 𝐛𝐞𝐥𝐢𝐞𝐯𝐞 𝐭𝐡𝐚𝐭 𝐬𝐡𝐨𝐫𝐭𝐥𝐲 𝐲𝐨𝐮 𝐰𝐢𝐥𝐥 𝐛𝐞 𝐚 𝐩𝐚𝐫𝐭 𝐨𝐟 𝐨𝐮𝐫 𝐬𝐭𝐨𝐫𝐢𝐞𝐬."
Kseniya Leshchenko: Shared development support service model as the way to ma...Lviv Startup Club
Kseniya Leshchenko: Shared development support service model as the way to make small projects with small budgets profitable for the company (UA)
Kyiv PMDay 2024 Summer
Website – www.pmday.org
Youtube – https://www.youtube.com/startuplviv
FB – https://www.facebook.com/pmdayconference
Kseniya Leshchenko: Shared development support service model as the way to ma...
Comscore CPG white paper
1. Are Your CPG Brands
Maximizing the Return on
Your Digital Investment?
Research Shows Direct Correlation
between CPG Brand Website Usage
and In-Store Purchase Behavior
2. According to the Interactive Advertising Bureau,
the Internet now attracts more advertising
dollars than cable TV, newspapers or magazines.1
This, coupled with the astounding growth
in consumers’ use of social networks and
the creation of user-generated content, has
consumer packaged goods (CPG) companies
scrambling to learn how best to engage and
interact with consumers in this digital age.
1. IAB Internet Advertising Revenue Report:
Page 1 2010 Full Year Results, April 2011
3. CPG manufacturers have invested millions The Accenture/comScore/dunnhumbyUSA “Finally some tangible
of dollars in their brand websites and social research highlights the significant potential
media presence, yet they struggle to show for brand websites to become key drivers
observations pointing to a
how their brand websites are influencing in building customer loyalty and preference return on our members’ brand
brand purchases in stores. for CPG brands by creating unique online digital spend…looking forward
To address this challenge, Accenture, brand experiences (see Figure 1). The study
found that: to the next phase that adds
comScore and dunnhumbyUSA collaborated
on a groundbreaking study to help CPG • Visitors to CPG brand websites spend 37 social media as well!”
executives better understand the link percent more than non-visitors on the
between consumers’ usage of brand brand in retail stores. Patrick Walsh
websites and their brand purchases in • Brand website visitors are heavier buyers Senior Vice President,
retail stores. (For more information on
the research methodology see “About the
within a brand’s product category, Industry Relations,
spending 53 percent more than non- Education and Research
Research.”) Specifically, the research was visitors on the category in retail stores.
designed to accomplish three objectives:
• Quantify the retail sales value of the
The study also concluded that to maximize Food Marketing Institute
impact, the most important website
visitors to various brand websites. features include compelling brand value
• Identify the most valuable features and messaging, frequent content updates,
content that can be provided on CPG and content that engages visitors such as
brand websites. promotions, philanthropic appeals, product
• Provide insights and opportunities to demonstrations, surveys, and downloadable
further explore online destinations where applications and games.
Internet marketers can best reach their These findings are explored in greater detail
brand buyers and prospects. below and include the implications for
CPG companies and retailers attempting
to maximize the return on their digital
investments.
Figure 1: Comparison of In-Store Performance Metrics for Website Visitors and
Non-Visitors (Indexed Such That Non-Visitors = 1.0*)
Average Minimum Maximum * Interpretation of Indexed Findings for
Monthly Brand Spend:
Monthly Brand spending 1.37 0.83 2.05
• Average: Web visitors spent 37 percent
Category Spend 1.53 0.79 3.19 more than non-visitors on the brands in
retail stores.
Brand Units 1.48 1.05 2.00
• Minimum: For the bottom brand in the
Category Price Per Unit 0.97 0.70 1.59 study, web visitors spent 83 percent of
what non-visitors spent on the brands
in retail stores.
Source: Accenture/comScore/dunnhumbyUSA research, 2011 • Maximum: For the top brand in the
study, web visitors spent 105 percent
more than non-visitors on the brands
in retail stores.
Page 2
4. About the Research brand, deliver services and generate In contrast, “Brand J,” another food
sales. The AWE includes a library of 350 brand, had only 100,000 monthly
The Accenture/comScore/ leading global sites and evaluates 52 unique visitors to its website and
dunnhumbyUSA research study was metrics across nine attribute categories visitors spend on average only two
based on an integrated panel of one (navigation, branding, engagement, minutes per visit. However, this website
million U.S. Internet users who have information, globalization, relationship possessed 64 percent of the attributes,
given comScore explicit permission to building, service, commerce and social). including coupons and fresh content. Its
have their online activities continuously brand buyer reach index was average
measured and matched to their in- Utilizing the comScore-dunnhumbyUSA among participants.
store brand buying behavior provided database, the study examined ten
by dunnhumbyUSA. This integrated individual food and beverage as well as In comparing Food and Non-food
panel provided a single-source, privacy- household product brands with annual participants, Food Brands tended
protected data mart containing each sales between $40 million and $3 to have a higher number of website
panelist’s online activities and their billion and website unique visitors of attributes. They also averaged a 1.5
in-store buying behavior. between 100,000 and 2.3 million per more time spent by consumers visiting
month. These brands also had at least a their websites.
Leveraging comScore’s knowledge of 5 percent household buyer penetration
the digital user, dunnhumby’s shopper as measured by dunnhumbyUSA shopper The research was conducted with
understanding, and Accenture’s data. The study covered the time period the endorsement of the Grocery
experience in operating and maintaining from September 2010 through February Manufacturers Association (GMA) and
consumer packaged goods websites, the 2011. For confidentiality, individual the Food Marketing Institute (FMI), and
study quantified the linkage between brands’ results will not be disclosed but the results presented at their joint board
CPG brand buying at retail stores these brands represent a wide range of meeting on January 29, 2012. A second
and digital behavior by comparing website and buyer behaviors. study is planned for 2012 and a research
the in-store purchase behavior of solicitation inviting brands to participate
website visitors and non-visitors and For example, “Brand A,” a food brand, in the study will be released soon.
identifying the common components had a brand website that receives over
of successful CPG brand websites. For two million unique visitors a month, plus
website performance scoring criteria, these visitors are spending over eight
the Accenture Web Evaluator (AWE) minutes on average engaging with the
was used. It provides a comprehensive website during each visit. Not surprising,
assessment of how well companies use this brand’s website possessed more
their websites to attract and retain than 90 percent of the website attributes
customers, support and reinforce their studied. Brand A also enjoyed the
strongest brand buyer reach index.
Page 3
5. The In-Store Behaviors of Brand Website Visitors
To determine if consumers who • CPG brand website visitors spend more on • Surprisingly, the study found that despite
visited the brand website purchased the brand in retail stores: Website visitors greater engagement with the brand
more in-store than non-visitors, spend an average of $2.86 per household, and the category, website visitors pay 8
$0.72 more than non-visitors (see Figure percent less per unit than non-visitors.
the study compared the in-store
2) and on an indexed basis they purchase Conventional wisdom would say that
purchase behavior of brand website 48 percent more units of the brand. since they are more engaged with the
visitors with that of non-visitors brand, visitors would be more likely to
• Engagement with the brand does not
along four dimensions: How much pay a higher unit price than non-visitors.
translate to exclusivity, as brand website
they spend on the brand and in the visitors are also highly engaged in the It is likely that these visitors were visiting
overall category, how many units category and are more likely to be heavy websites to download coupons, thus
they purchase of the brand and the category buyers than non-visitors, reducing their net price paid. In contrast,
category, how often they purchase thus indicating upside potential for the for two of the ten CPG brand web sites,
the brand and the category, and at brand to further engage with their best website visitors paid 2% more per unit
customers. Compared with non-visitors, than non-visitors. These two web sites
what price they purchase.
brand website visitors spend 53 percent had a web content strategy focused on
In comparing the purchasing habits of more category dollars and purchase 58 “brand value messaging” rather than
visitors and non-visitors, the study found percent more units in the category. “coupon downloads”.
that CPG brand website visitors were
• Brand website visitors have more
highly engaged, valuable customers and
purchase occasions than non-visitors for
frequent purchasers of the brand. They
both the brand and the category, making
spend more on the brand in retail stores,
purchase more units and have more brand
35 percent more purchase trips for the “Creating a better understanding
brand and 39 percent more in the overall
purchase occasions than non-visitors. More
category. of the relationship between
specifically:
a brand’s online presence
and real-world shopping is
Figure 2: Absolute Differences in In-Store Performance Metrics important, relevant and timely
to our membership and their
Website
Visitors Non-Visitors future growth potential.”
In-Store Performance Metric (Average) (Average) Difference
Denny Belcastro
Monthly Brand Dollars $2.86 $2.14 $0.72 Executive Vice President, Industry
Monthly Category Dollars $6.86 $4.83 $2.03
Affairs and Collaboration
Grocery Manufacturers
Numbers of Brand Buying 3.2 2.3 0.90
Association
Occasions in Six Month Period
Source: Accenture/comScore/dunnhumbyUSA research, 2011
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6. The Relationship between • Younger brand buyers may be
engaging with the brand elsewhere
Age and Brand Website online, such as on social networks.
Visitation • There is the opportunity to drive
This research study compared brand additional brand website traffic by
website visitors against the general offering features that cater to the
Internet population and brand buyers younger audience segment.
against the average shopper across
Analysis of other key demographic
several demographic dimensions.
metrics, such as household size and
Visitors to the brand websites tended to
income, did not reveal any consistent
be older than the average buyer of the
relationships.
brand. This suggests:
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7. The Online Behaviors of CPG Brand Buyers
A second goal of this study was to A fourth metric was also created that • Brand Buyers were also very active
glean insight into the online behavior incorporated both Reach and Pages as a in content-rich categories such as
of consumers who buy CPG brands measure of engagement. This metric (which News, Portals, and Weather; they were
was dubbed the “Intensity Index”) was particularly attracted to AOL, MSN,
in retail stores (whom we call “Brand
calculated for each Brand Buyer segment Weather Channel, WebMD, Gannett, and
Buyers”): What types of websites do by multiplying the reach of each website Demand Media sites.
Brand Buyers visit and how much (or site category) by the number of pages • Somewhat unexpectedly, the Politics site
time do they spend there? And, consumed on that site (or site category) category was of great interest to Brand
based on this behavior, what can be and then dividing by the same metric for Buyers, with these consumers spending
said about their lifestyles, interests the average Internet user. This Intensity over two times more time (minutes
and passions? (For more on visitor Index was then the primary metric used for per visitor) with this category than the
demographics see “The Relationship describing the Brand Buyers’ web behavior average Internet user.
between Age and Brand Website relative to the general web population, with
the average Internet user defined as 100. If • Brand Buyers were relatively experienced
Visitation.”) users of the web, with strong indices
Brand Buyers scored over 100, they over-
indexed, reflecting a greater orientation exhibited across all metrics in Technology,
In order to address these questions, several
than average to a particular site or site Online Trading/Banking, and eCommerce
analyses were executed to identify how
category. Conversely, if their index score website categories.
Brand Buyers differed from the average
U.S. Internet user. Initially the research was under 100, they were less oriented to • The Coupon category over-indexed on
team examined differences between Brand that site (or site category) than the average Reach, but under-indexed on Time and
Buyers and the average U.S. Internet user Internet user. Using this approach, several Pages. On one hand, these results are
across three variables: key findings surfaced: in line with comScore data showing
• The Beauty/Fashion/Style website that consumers who search for coupon-
• Website reach or unique visitors per
category exhibited by far the strongest related terms on search engines are
month (“Reach”).
Intensity Index among website categories. more likely than the average Internet
• Minutes per visitor (“Time”).
user to visit CPG Brand websites. It also
• Number of pages viewed per visitor • Brand Buyers tended to tap the dovetails with the finding that, “coupons”
(“Pages”). communication and networking capabilities or coupon-related searches were
of the Internet more than the general web consistently in the top 10 referring search
population, over-indexing in Intensity, terms for the 10 brand websites analyzed
Pages and Time within the eCards, and in this study (even though only 5 offered
Community website categories. coupons). This leads us to believe that
• Family/Parenting Community sites were the deal-seeking segment is “fleet of
particularly strong. And, not surprisingly, click” and they tend to quickly depart a
Brand Buyers in particular over-indexed property when no coupons or relevant
in number of Pages consumed in the coupons can be found.
Food Community category (such as recipe
sharing sites).
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8. Compelling Features of Successful Brand Websites
The ability to quantify the The length of time that visitors spend on a The analysis of brand buying offers several
relationship between digital brand’s website was the key determinant lessons relative to the most important
marketing expenditures and in-store of their likelihood to purchase that brand website attributes that drive in-store sales.
in the store. In other words, as time on the Overall, four website attributes correlated
sales is of paramount importance
brand website increases, brand purchasing most closely with a higher brand purchase
within the CPG industry. To maximize in the store increases. The presence of a index (greater brand spending in-store for
the return from their digital social cause on the brand site also increases website visitors than non-visitors):
investment, CPG companies must the likelihood of in-store brand purchase. • A compelling brand value message that
understand the features, functions Furthermore, content scroll—whether a user provides a persuasive reason, other than
and content that are most valuable has to scroll down the page (a proxy for a coupon, for a website visitor to buy the
in driving brand website visitors to amount of content)—contributes to in-store brand.
have a deeper engagement with the purchase.
• Fresh content updated at least weekly
brand and to increase their in-store Given the strong correlation between time to encourage visitors to engage and
purchasing. Therefore, this study spent on the site and in-store purchases, participate and return frequently.
analyzed the attributes of brand the research team examined the factors
that influence whether visitors spent • Content that creates an engaging online
websites that are associated with experience such as a pulse survey on
more time on the site. The most important
a higher likelihood that visitors will the home page, or an opportunity to
attribute is fresh content that is updated
visit the site, will spend more time frequently—for example, content relevant rate a new product or product attribute,
on the site, and will buy the brand in for the season or new daily recipes. The or user generated content like recipes
retail stores. presence of brand value messaging (reasons or weight-loss planning. Content
to buy the brand) also increases the time with a philanthropic appeal such as
spent on the site. Value-added tools such sustainability or participation in a food
as product ratings, user generated content, bank also was shown to create greater
recipes and other tools increases time engagement.
spent on the site. Finally, the presence of • Well designed site navigation that is
a click-to-buy feature (such as helping intuitive, uses simple menus and has clear
facilitate the purchase of hard to find SKUs) site maps.
increases length of stay as well.
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10. About Accenture About comScore About dunnhumbyUSA
Accenture is a global management comScore, Inc. (NASDAQ: SCOR) is a global dunnhumby is the leader in personalizing
consulting, technology services and leader in measuring the digital world the world’s experience of retailers and
outsourcing company, with more than and preferred source of digital business brands. Analyzing data from over 350
244,000 people serving clients in more analytics. comScore provides syndicated million people in 28 countries, we help
than 120 countries. Combining unparalleled and custom solutions in online audience companies put customers at the center
experience, comprehensive capabilities measurement, e-commerce, advertising, of every decision. We use our insight
across all industries and business functions, search, video and mobile. The company to improve customers’ experience of
and extensive research on the world’s also offers an extensive portfolio of stores and communications to earn their
most successful companies, Accenture services for multi-media copy testing lifetime loyalty. Our work with some of the
collaborates with clients to help them and tracking, digital media planning and world’s biggest retailers and brands has
become high-performance businesses and analysis, campaign delivery verification, demonstrated that companies which deliver
governments. The company generated net and advertising effectiveness measurement. value to customers through personalization
revenues of US$25.5 billion for the fiscal Advertising agencies, publishers, marketers become and stay their customers’ first
year ended Aug. 31, 2011. Its home page is and financial analysts turn to comScore choice. This strategic approach to putting
www.accenture.com. for the industry-leading solutions needed the customer first in business improves
to craft successful digital, marketing, our clients’ like-for-like sales and profit
sales, product development and trading margins – or, put simply, their brand
strategies. For more information, please value. dunnhumbyUSA is a joint venture of
visit http://www.comscore.com. The Kroger Company and London-based
dunnhumby. Employing more than 1,900
people in 30 offices in Europe, Asia and the
Americas, dunnhumby serves a prestigious
list of companies including The Kroger Co.,
Tesco, Coca-Cola, General Mills, Kimberly-
Clark, Macy’s, Panera Bread Company,
PepsiCo and Procter & Gamble. dunnhumby
also includes the word of mouth marketing
experts BzzAgent and price optimization
company KSS Retail. For more information,
visit www.dunnhumby.com.
Page 9
11. Contact Us
For further information, please contact:
Jerry Lohse
Accenture
gerald.l.lohse@accenture.com
561 704 9443
Mike Gorshe
Accenture
michael.a.gorshe@accenture.com
630 461 1745
John LaRocca
dunnhumbyUSA
john.larocca@us.dunnhumby.com
513 632 0613
Mike Zeman
comScore
mzeman@comscore.com
312 775 6630
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