Customer Journey in a Cross-Platform Marketing Ecosystem
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Measuring the full customer journey, across all marketing touchpoints, is a challenge. In this presentation, we show how eCGlobal is solving this challenge with an end-to-end consumer intelligence platform.
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Customer Journey in a Cross-Platform Marketing Ecosystem
- 1. Customer Journey in a Cross-Platform Marketing Ecosystem ADRIANA ROCHA Founder & CEO, eCGlobal Brazil @ Home July 2nd, 2020
- 2. 2006 : ESOMAR PANEL RESEARCH 2006 IN BARCELONA: First Social Media Research Platform Launch of www.ecglobalpanel.com
- 3. 2007 ESOMAR PANEL RESEARCH 2007 IN ORLANDO: Launch of eCGlobal Research Island 3D Research World created on Second Life.
- 4. In the last 15 years, a lot of things have changed...
- 13. How to capture the brand experience through the entire consumer journey?
- 14. Measuring the full customerjourney, acrossall marketing touchpoints, isachallenge. Challengesto measurethe Customer Journey • Cross-platform, covering all investment areas, including television, radio, online and social media • Capturingthe consumerexperience with yourbrand across multiple touchpoints, including brand advertising, brand website experience, social media,retail locations • Surveysto capture brand attitudes, sentiments and intentions • Measurement that is opt-in, passive and behavioral for greater accuracyand to minimizepanelist burden
- 15. MeasuringtheCustomer Journey • LiveTV • PayTV • OTT • Websites • SocialMedia Advertising Investments Cross-Platform,Passive, Behavioral Measurement Consumerengagement withyour brand Brand Experience • Websitevisitation • Socialmediaengagement Impactonline andatretaillocations Consumer Engagement • Online BankingActivity • RetailBanking Visits Brandattitudes • Awarenessofnew services,intent to purchase/use,adcreativeresonance
- 16. ComprehensiveConsumer Touchpoints Facebook,Instagram,Twitter,YouTube SocialMedia ExposuretoadvertisingonTV,OTT,VOD,DVR, Social TV Advertising ViewingpreferencesonLive andPayTVChannels andNetworks TV Programming PCandMobiledevices Website Visitation Banner Ads,VideoAds WebAdvertising Via SurveysandLocationData In-store Experience SDKsand/orSurveys eCommerce Radiostationlisteningandadvertisingexposure Radio ProductUsage,Intent,IntenttoSwitchvia Surveys Brand Attitudes
- 17. • Samplesizestoosmallto get deep insights aboutspecific consumersegments; • Quantitativefocuson“what”withoutqualitativeand qualitativeanswers to“why”; • Silo’dmedia measurements,withoutcombined dataabout TV,radio, digital,mobileand socialmedia platforms; • Limitedpurchasefunnel measurementswithoutspeed and flexibility. Existing researchsolutions cannotanswer thequestions Otherresearchservices havechallenges andcannot answercriticalquestionsaboutconsumer touchpoints andtheconsumer journey,including
- 18. Our platform is built upon modern technologies that powers leading social networks we use daily. So it’s easier to grow and adapt with the system that we call “The Single login for Market Research and Consumer Insights programs.”
- 20. Consumer opts-into eCGlobal socialcommunity 1 Consumer installs opt-in Alldience viewing app 2 Consumer opts into surveys, web tracking and social measurements TV viewing & streaming TV, Social Media, mobile, tablet • Comprehensive measurement across all touchpoints • Sentiment, attitudes, brand interactions • Viewing behavior, advertising exposure • Cross-platform 3 How it works
- 21. Brazil Pilot (2018-2019) • National coverage with skew to metropolitan areas • 27 monitored channels + Social Media • Sep 2018 – Feb 2019 • Naturally recruited sample • 233 average daily cooperators • Adults 24-44 (average age 37) • 81% pay TV households • A-B-C SES with minor D and no E
- 22. Brazil test: 27 monitored channels (5 FTA networksand 22 pay-TV channels) 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 08:00–12:00 10:00–12:00 Fullday Primetime 00:00 01:00 02:00 03:00 04:00 05:00 06:00 07:00 08:00 09:00 10:00 11:00 12:00 13:00 14:00 15:00 16:00 17:00 18:00 19:00 20:00 21:00 22:00 Alldience
- 23. Netflix subscription status has significant impact on viewing to largest television networks in Brazil How to read: Netflix subscribers watched 28% less Globo network and 20% less SBT than non-Netflix subscribers. Total Netflix Subscriber Not Netflix Subscriber Difference Globo 743,160 311,190 431,970 -28% SBT 248,994 110,346 138,648 -20% Record TV 172,692 98,820 73,872 34% Band Sao Paulo 78,848 40,656 38,192 6% RedeTV! 52,155 26,535 25,620 4% All monitored channels 2,109,675 1,055,355 1,054,320 0% Minutes of Viewing Normalized to account for Netflix / Not Netflix Sample Size Differences Sample sizes: 300+ Netflix subscribers per network, 100+ non-Netflix subscribers per network
- 24. A STUDY FOR COCA- COLA Christmas “Polar Bear” Campaign Free-to-air networks Pay-TV channels Social networks
- 25. TEM QUE #OCUPAR TODOS OS ESPAÇOS: ON E OFF!
- 27. Impressionsper panelist 1+ 1 2 3 4 5 6 7 8 Panelists 182 72 36 25 9 6 11 8 4 % ofpanelists 100% 40% 20% 14% 5% 3% 6% 4% 2% Reach & frequency Reach, Impressions, Frequency and Incremental Reach Number of Panelists Exposed to Campaign (Reach) Incremental Reach % Impressions Frequency All sources 182 578 3.18 Monitored television channels 123 416 3.38 Unmonitored channel or Non-TV Platform 97 163 1.68 Incremental Reach from Unmonitored/Non-TV platform 59 32%
- 28. Monitor ed televisio n 72% Unmonitored channels or nontelevision platform 28% Impressions 47% 21% 32% 1 Incremental Reach Unmonitored TV / Non-TV Platform ONLY Both Monitored TV and Unmonitored TV / Non-TV Platform Monitored TV Channels ONLY
- 30. 77% spontaneous recall (any Coca-Cola ad in past week) 100% stimulated recall (Polar Bear ad past week)
- 31. Message Recall Base: 123. Fonte: usuários que deram match e lembram de algum comercial Coca Cola. % VERDADEIROS Mostra Família Urso Polar Comemorando o Natal 94% Mostra algumas regras de como ser viver bem com quem se ama, família 84% Mostra uma mão abrindo uma garrafa de Coca Cola 68% Dica de como deixar o pão novo borrifando água e levando ao forno 20% Ensina como manter uma pizza crocante 19% Dá uma dica de como deixar o feijão mais grosso 14% Dica de como não deixar o abacate escurecer 12% Ensina a tirar o cheiro do alho 12%
- 32. IMPACT OF CAMPAIGNS ON COCA-COLA DESIRE AND CONSUMPTION Did the Coca-Cola commercial spark a desire to drink Coca- Cola? Did you drink Coca-Cola after seeing the commercial? 92% Yes 77% Yes 90% 70% Polar Bear Ad Other Ads
- 35. Q&A
Editor's Notes
- 12
- Mesmo que a experiência com a marca ou produto aconteça fora do mundo digital, o efeito dessas experiências ecoa muitas vezes no mundo digital.
- The impact of Netflix is significant on market leaders Globo and SBT, with 28% and 20% less viewing respectively by Netflix subscribers. The Netflix subscriber status does not impact television networks with lower viewing levels in the same way as the market leaders, with viewing slightly higher on Band Sao Paulo (6%) and RedeTV! (4%) and 34% higher on Record. Looking at total television viewing, Netflix subscribers view the same amount of television overall as non-Netflix
- A eCGlobal desenvolveu um estudo piloto para Coca-Cola para avaliar a performance das campanhas de mídia veiculadas pela Coca-Cola, e identificar o impacto delas no aumento do desejo de consumo e conversão de compra dos produtos Coca-Cola.
- Seja on ou off: ocupar espaço de forma relevante é fundamental:
- O Alldience permite criar um modelo de atribuição onde conseguimos saber qual pessoa foi impactada por determinado anúncio e onde (isto é em qual canal de TV aberto ou fechado, Rádio, Webisite, ou Youtube ou Facebook, etc). Conseguimos com este modelo de atribuição entregar KPIs integrados, da campanha como um todo, ou fragmentado por cada mídia, no qual foi exposto..
- 72% of impressions were from monitored TV channels; 28% of impressions were from non-monitored TV channels and non-TV Platforms, including social media, web and AVOD. 68% of consumers exposed to the ad were reached on TV. Unmonitored TV channels and Non-TV Platforms delivered 32% incremental reach. Non-TV platforms delivered less frequency, at 1.68 vs 3.38 for monitored TV channels Viewing to “Unmonitored TV channels and non-television platforms” was comprised mainly of non-TV platforms, such as social media, web and AVOD. Pay-TV contributed relatively little (the ad was detected on only 6 of the 22 monitored pay-TV channels and contributed only 7% of reach and 2% of impressions). Unmonitored channels therefore do not include these 22. The campaign achieved efficient frequency, with 74% of panelists with 1–3 frequency and 20% with 4–8 frequency.
- E a forma como vamos esclarecendo a lembrança (recall), isto é, o impacto da campanha vai acontecendo de diversas formas: são perguntas provocativas, fazendo quizz com os consumidores sobre quais os elementos ou mensagens que eles lembram.. Muito antes de estimular a campanha em si.
- E afinal : estes elevados índices de alcance, frequência e recall mobilizaram os consumidores? Qual o potencial destas campanhas no incremento de vendas? O resultado foi fantástico. (ler números). E o bacana foi ouvir da Coca- Cola como foi a recepção da pesquisa e a validação (em termos de vendas) de dentro da empresa... (já pulo para o vídeo do Diego)...