Digital metrics such as social media conversations, online search behavior, and website visits can act as leading indicators of future sales and brand equity. Case studies show these digital metrics preceded sales increases in product categories like automobiles, consumer packaged goods, and gaming. However, fully understanding the relationship between digital and sales requires accounting for category characteristics and data reporting differences. Marketers are exploring how consistency in brand love scores from social media and state dependence behavior can predict brand performance over time.
The complete 'Building A Gaming Social Brand' whitepaper. This publication explores content across the three key phases of the consumer decision journey:
1) Initial Consideration – Trigger
2) Active Evaluation – Information Gathering, Shopping and Buying
3) Post Purchase Experience and Advocacy
Networked Insights Super Bowl XLVIII Brand and Advertising AnalysisNetworked Insights
Networked Insights analyzed consumer conversation from all across the social web during Super Bowl XLVIII.
It was a massive amount of data to analyze too; there were more than 25 million conversations about Super Bowl XLVIII across Twitter, blogs, and forums during the Big Game. Viewers talked about everything from the players to the national anthem to the halftime show performances.
Of course, Networked Insights paid close attention to the brands and advertisers involved in the Big Game. To find out which ads got viewers talking, and the reasons why, we used our technology platform —the same platform that brand marketers and entertainment companies use to gain strategic insights across audience, content and media—to deliver comprehensive analysis.
5. Social Commerce Platforms - Markus Karlsson, ComrzLike Minds
Presentation given at the Like Minds Social Commerce Immersive, London, Weds. 9th Feb. 2011. Part of the Like Minds series of events for Social Media Week London
PowerPoint for New Media Drivers License course discussing a marketing strategy for GameStop implementing both social network integration and the use of blogging platforms.
The complete 'Building A Gaming Social Brand' whitepaper. This publication explores content across the three key phases of the consumer decision journey:
1) Initial Consideration – Trigger
2) Active Evaluation – Information Gathering, Shopping and Buying
3) Post Purchase Experience and Advocacy
Networked Insights Super Bowl XLVIII Brand and Advertising AnalysisNetworked Insights
Networked Insights analyzed consumer conversation from all across the social web during Super Bowl XLVIII.
It was a massive amount of data to analyze too; there were more than 25 million conversations about Super Bowl XLVIII across Twitter, blogs, and forums during the Big Game. Viewers talked about everything from the players to the national anthem to the halftime show performances.
Of course, Networked Insights paid close attention to the brands and advertisers involved in the Big Game. To find out which ads got viewers talking, and the reasons why, we used our technology platform —the same platform that brand marketers and entertainment companies use to gain strategic insights across audience, content and media—to deliver comprehensive analysis.
5. Social Commerce Platforms - Markus Karlsson, ComrzLike Minds
Presentation given at the Like Minds Social Commerce Immersive, London, Weds. 9th Feb. 2011. Part of the Like Minds series of events for Social Media Week London
PowerPoint for New Media Drivers License course discussing a marketing strategy for GameStop implementing both social network integration and the use of blogging platforms.
Personalization ads are creepy: A vision through e commerce industryLauraPiamba1
The competitive market in the e-commerce industry has been increasing around the past years, using the latest technologies to recollect data and with it make unique user experience and reach out to their customers with personalized data and direct marketing.
The level of OVER-personalization of ads use to be originated by AI-Powered, that still needs the human-sense, turning out be to the creepy space for the consumers.
Super Bowl Media Value Report (onine and digital media value)Dan Howald
Utilizing the powerful digital media listening technology of General Sentiment, this report discusses and quantifies how Super Bowl advertisers maximized (or didn't) their investment in commercial time on the game.
According to a new study from the Google Shopper Council, a group of shopper marketing experts, 84 percent of mobile shoppers use their phones to assist them in their shopping while in physical stores.
According to the BlueWeave Consulting latest market research report " A recent study conducted by the strategic consulting and market research firm, BlueWeave Consulting, revealed that the global social gaming market was worth USD 16.7 billion in the year 2020. The data yielded by the study reveals that the market is estimated to grow at a CAGR of 11.4%, earning revenue of around USD 36.1 billion by the end of 2027.
Report URL: https://www.blueweaveconsulting.com/global-social-gaming-market-bwc19349
Social's Real Impact on Buying Behavior - Digital Marketing Exchange - r2iR2integrated
Most marketers think of social media as a tool and while it is indeed a tool that helps to publish content and engage with target audiences there are certain aspects of social media that marketers need to understand as it relates to their customer's buying behaviors. Rather than focus on how many likes, fans or retweets social can generate, marketers should focus on the un-owned properties and communities of interest that their audience turns to for advice seeking and giving. Since more than 75% of consumers have completed all their research before making a buying decision, it is imperative that brands understand where their customer is getting their information so they can contribute in a relevant way to their customer's decision-making journey.
A consensus from the participants is that businesses will increasingly consider big data as a new type of corporate assets, representing a key basis for gaining competitive advantage. For many industries, however, these are still early days for big data. While it is exciting to see companies now leverage tools and infrastructure to collect data and analyze data across business units, even from their partners and customers, most companies are still far from tapping the potential of big data for decision making, creating customer value, and driving innovation.
Personalization ads are creepy: A vision through e commerce industryLauraPiamba1
The competitive market in the e-commerce industry has been increasing around the past years, using the latest technologies to recollect data and with it make unique user experience and reach out to their customers with personalized data and direct marketing.
The level of OVER-personalization of ads use to be originated by AI-Powered, that still needs the human-sense, turning out be to the creepy space for the consumers.
Super Bowl Media Value Report (onine and digital media value)Dan Howald
Utilizing the powerful digital media listening technology of General Sentiment, this report discusses and quantifies how Super Bowl advertisers maximized (or didn't) their investment in commercial time on the game.
According to a new study from the Google Shopper Council, a group of shopper marketing experts, 84 percent of mobile shoppers use their phones to assist them in their shopping while in physical stores.
According to the BlueWeave Consulting latest market research report " A recent study conducted by the strategic consulting and market research firm, BlueWeave Consulting, revealed that the global social gaming market was worth USD 16.7 billion in the year 2020. The data yielded by the study reveals that the market is estimated to grow at a CAGR of 11.4%, earning revenue of around USD 36.1 billion by the end of 2027.
Report URL: https://www.blueweaveconsulting.com/global-social-gaming-market-bwc19349
Social's Real Impact on Buying Behavior - Digital Marketing Exchange - r2iR2integrated
Most marketers think of social media as a tool and while it is indeed a tool that helps to publish content and engage with target audiences there are certain aspects of social media that marketers need to understand as it relates to their customer's buying behaviors. Rather than focus on how many likes, fans or retweets social can generate, marketers should focus on the un-owned properties and communities of interest that their audience turns to for advice seeking and giving. Since more than 75% of consumers have completed all their research before making a buying decision, it is imperative that brands understand where their customer is getting their information so they can contribute in a relevant way to their customer's decision-making journey.
A consensus from the participants is that businesses will increasingly consider big data as a new type of corporate assets, representing a key basis for gaining competitive advantage. For many industries, however, these are still early days for big data. While it is exciting to see companies now leverage tools and infrastructure to collect data and analyze data across business units, even from their partners and customers, most companies are still far from tapping the potential of big data for decision making, creating customer value, and driving innovation.
After effective trade shows, the hard work begins. These slides offer the core activities to successfully developing business and relationships after the event has finished.
Store level Demand Analysis using Bayesian Log-linear modelnumberanalytics
How to allocate store level promotion expenditures across retail stores. I use Bayesian Log-Linear Model to analyze the responsiveness to price discount, in-store display. It demonstrates how to use Number Analytics software (www.numberanalytics.com) to analyze store level sales and marketing data. You can obtain the store level price elasticities.
Conjoint choice modeling in lower income countriesSKIM
When researching teenagers and those in lower social classes in developing countries, connecting with them can only be done through mobile devices. In order to get useful insights into their decision-making, we are pushing the boundaries using mobile technology to perform complex surveys with trade-off and conjoint techniques.
In this presentation, we share limitations we faced during survey setup and how we made this work in the end. Also, we show how these results with feature phone research targeting lower classes in developing countries compared to smart phones and traditional interviews.
Find out more at http://skimgroup.com/mrmw-eu-2015
SKIM at Sawtooth Software Conference 2012: Analyzing Menu-based Conjoint mode...SKIM
At Sawtooth Software's 2012 Conference, our methodologists Gerard Loosschilder and Paolo Cordella presented two approaches to analyzing Menu-Based Choice modeling data on their predictive validity.
Measuring the “carryover” effects of pricingJoy Joseph
Standard pricing models evaluate point in time consumer price sensitivity, looking at the relationship between consumption changes vis-à-vis pricing or promotional changes one week at a time. Consumer price sensitivity is a more gradual phenomenon that builds over time, with shocks on consumption reverberating several weeks following a price change. This is true for own as well as competitive pricing effects- it is easy to underestimate how much impact a competitor’s price has on a brand if one is just looking at one week at a time- the shock carries over or “persists” in later purchase cycles, regardless of price stabilizing to a new level or reverting back. We use a Dynamic Time Series model (Vector Autoregression) to capture the contemporaneous as well as lagged effect of pricing and promotions (own as well as competitive) to capture this “carryover” effect. This can help prevent marketers from underestimating the extent and duration of own as well as competitive pricing action.
For the underpinnings of an effective digital marketing strategy go to the latest PPT from Andrew Pearson's latest tutorial and for the briefing notes, case studies and self assessment questions go to
www.coaching-business.co.uk/tutorials-marketing-digital-case.php
The world of social marketing is changing quickly. This is meant as an update to our 2012 predictions, with a bit of content around PR agencies and how they can use social.
Brands can now be direct sellers, content producers, bloggers,
tweeters and even friends without having to rely on media to
deliver those messages. Consumers can seek out those brands, connect with
them through social networks, tweet about them, and instantaneously let all their friends
know what they think about them or what they plan to buy
The fast growth of consumer adoption of mobile and social channels has changed how we make decisions, brands need to develop cohesive digital strategies and then integrate with traditional channels to deliver true personalisation.
Connecting the Dots to Promote Brands and RevenueAdreka
Facilitate the convergence of all media to grow audiences and engage with them in meaningful ways to create loyal participatory relationships that Drives Revenue!
We kick off the summit with a look back on the 15 digital marketing trends of 2020. We're going back a year to see how we did - were they a hit or a miss? This time around, that’s not an exercise for the faint-hearted – a global pandemic, enforced lockdowns and the deepest recession in living memory were not exactly high on the marketing world’s agenda when we published the 2020 Digital Marketing Trends. However, there is only one constant for marketers these days: everything changes.
Social Media’s Return On Investment – When Will We Get Buy-in?Donald Schwartz
Presentation Slides: NYC Social Media Club 6/17 Meeting w/Josh Chasin, Chief Research Officer, comScore, Inc. & David Binkowski, Director of Word of Mouth Marketing at MS&L. Moderated by: Donald Schwartz, Imagelink Productions
We’ve created a full color, beautifully designed magazine that serves as the ultimate ICYMI for last quarter’s content. We talked about the social perspective on big data, Dark Social, the World Series, music, TV and more. Click the button below to get yours.
Digital Doomsday - Mobile, Email and Social Media Webinar from Signal and You...signalhq
Digital Doomsday: The end of Mobile, Email and Social Media Marketing as you know it
In this informative and instructive webinar, leading agency Young & Rubicam joins us to highlight ways leading brands are achieving better results by marketing across channels.
It is becoming less effective to market within silos, as consumers cross channels to research, browse and buy all manner of products and services. Response, results and ROI all suffer, to say nothing of the redundancies and inefficiencies of using separate systems for multiple channels. The problem is well documented; however, the path forward is less clear. Digital marketers of all stripes will learn practical ways of tapping into the opportunities presented by emerging cross channel marketing solutions.
Lithium Likes to Loves Tour - Silicon ValleyLithium
Turn customer likes into customer loves! Get all the presentations from the Lithium Likes to Loves tour stop in Silicon Valley--Lithium, 24 Hour Fitness, HP, and Edelman Digital.
1. Can Digital Metrics be a
Substitute for Sales Data?
Satya Menon
Chief Scientist
Millward Brown
@satya_menon
Ciju Nair
VP Analytic Consulting
Millward Brown
@cijutr
6. Marketing Eco-System
What is the Short-term Impact on business?
What is Longer term Impact on brand equity?
EARNED OWNED
PAID
SHARED
EXPERIENCE
ATL/BTL
Online/Mobile ads
Brand Partnerships
Search
PR/News
WOM/Buzz
Social Media
Viral Video
Brand Website(s)
Social Media
Fan Pages
Corporate Events
Employees
Dealers/staff
Test drives
Auto Shows
Loyalty programs
7. Connected Data Helps Drive Modeling
Insights….
SALES DATA
Includes Inventory,
Incentives & Pricing
COMPETE PANEL
MACROECONOMIC
INDICATORS
2 million panelists
Online clickstream
behavior
SOCIAL DATA
8. How does Digital influence Sales?
Digital &
Social Media
Direct sales impact
In-direct sales impact
Owned Media
Earned Media
Other Sales Drivers
Brand Health
Paid Media
Paid Media Halos from brand
variants
POE Amplification
Media Synergies
Creative Wear-out
Magic moments/Tent pole events
Fighting strategy & Weights
Trade activity
Trade Halos from brand variants
Product launches / innovation /
cannibalization
Sampling / Test drive etc.
Events & Sponsorships
Co-Marketing
Competitor Trade
Competitor Media
Macroeconomic factors
Seasonality
Holidays
Sales
9. So what is new – Digital as leading
indicator of Sales?
• Leading metrics
• Direct and indirect effects
• Multiplier effect
• Noise, threshold and other drivers
In summary, digital metrics can act as leading indicators of sales and
hence also act of sales proxy in many categories
10. Cleaning – Social data
Spam cleaning used to filter out non-US content and mentions of
handles not belonging to the cosmetic brand.
CLEAN
OFF TOPIC
SPAM
TOTAL3,385,502
279,323
(8%)
520,997
(15%)
2,585,182
MATERESA JUAN TALISIC
Reimbursement are APPLICABLE only in the Philippines and
some other braches abroad.... Loreal Carlos Paris added
Victor Speed Jackson to the conversation
GreenPetProducts
@diez_maybelline thanks for the follow
TY MARIE
L'oreal Blur foundation and concealer is AWESOME!!!! I love
it!!! I bought mine at Target xoxo
GoCelebrityUS
RT @msleamichele A signed bookplate, @LOrealParisUSA
Colour Riche lipcolour AND an ambition card!
http://t.co/IohqOU0fst
my-safest-haven
utosnimavic:
Nyx, Goddess of the night #Nyx #Goddess of Night
#Mythology
Selflessism
#ugh computer pls #i can't handle the torment #someone save
me from my virus infected laptop #or place me in hybernation
until christmas bc mac #ugh
11. Since it was launched in early October 2013, Dodge Durango’s Ron Burgundy campaign has
generated a True Reach® of 10 million views. A vast majority of the viewership has come
from shared content as earned media amounting to roughly 10 times the
media that was paid for by Chrysler.
Dodge Durango’s Ron Burgundy campaign
12. Durango Campaign
* POE is Paid, Owned and Earned media. Figures in brackets are pre vs post launch of campaign
Media
Contributions
5.2%
POE
Amplification
2.6%
(1.1% to
4.3%)
Online
Engagement
12%
Durango TV
Advertising
4.2%
Durango TV
Advertising
2.3%
Durango
Organic
Search
2.1%
Seasonalit
y
1.7%
Durango
Shoppers
3.8%
Gas Price
-2.7%
Durango
Online
Ads
0.7%
Durango
Print Ads
0.3%
Durango
Online
Ads
0.05%
Durango
Print
Advertising
0.02%
Other
Dodge TV
Advertising
0.07%
Other Dodge
Online
Advertising
0.2%
Durango
Online
News
2.9%
Dodge
Durango
Social
2.1%
Incentives
17.0%
(16.7% to 17.4%)
Segment
Shoppers
1.0%
Category and
Macroeconomic
-1.1%
Increment
al Sales
37%
Base
63%
Paid media impact increased from 1.5% to 10.9%
POE Amplification increased from 1.1% to 4.3%
Online Engagement had high sales contribution at 12%
13. Impact on Sales Pre & Post Campaign
0
200
400
600
800
1000
1200
1400
1600
Durango Shoppers Leading 4 Weeks
Durango Incentives
Durango TV
Durango Online
Durango Print
Average Gas Price
Dodge Durango Social
Seasonality
Base
Estimated Sales
Contribution
Ron Burgundy campaign
Durango Shoppers was a leading indicator (4 weeks) predicting future sales
14. Pre-launch social and online activity
were leading indicators for PS4 sales
0
100000
200000
300000
400000
500000
600000
700000
800000
900000
Online Ad
Holidays
Facebook +_Twitter + YouTube
TV
Shoppers
Base
Estimated Sales
Contribution
PS4 launchElectronics Entertainment Expo
Conference
PS4 TV followed by Online
shoppers and Online media
(comparable to TV) were the
biggest drivers of PS4 sales.
However online ads generated
twice the shopper demand as TV
TV GRPs and Social conversation
volume in FB, Twitter & Youtube
during E3 conference had a lagged
impact on PS4 launch sales
16. Sharing some thoughts on Social data
and what next…
Every time we look at comparisons of social
versus sales the same questions come up:
1. How much sales lag is due to category
dynamics
2. How much of the sales lag is artificial and due
to the different data reporting time frames
3. Understand threshold levels at which Social
and other digital metrics start having a Sales /
Brand Equity impact
4. Online vs Offline impact of social
conversations
We would love to know the answers! “We are further exploring some partial truths
we already know from experience (limited case studies) and academic work. “
Diminishing
Return
Optimal RangeWastage
Steep increase next $
more profitable than
previous $ spent
Slow increase and next $
more profitable than
previous $ spent
Media reaches saturation
levels and next $ not as
profitable as last
Guiyang Xiong, Sundar Bharadwaj (2014) Prerelease Buzz Evolution Patterns and New Product
Performance. Marketing Science http://dx.doi.org/10.1287/mksc.2013.0828
17. …Re-Think Predictive Value in Social Conversations
of key consumer segments over time
It is critical that we understand the Social/WOM
“contagion effects” of advertising via sharing and
conversations.
Inferring drivers of Future Brand Performance and
Growth
“We are also exploring how consistency of:
1. Brand Love Scores (derived from social
conversations among consumers) and/or
2. an intermediary metric like state dependence
behavior can also be used to classify and separate -
loyals from switchers
and their flow/evolution patterns over time can be used
to infer impact of social/WOM on sales and predict
how different brands will fare in future”
Overwhelmed
strugglers
Price-sensitive
Chillers
Stylish Fun-seekers
Go-
with-
the-
Flow
Traditional
Performers
Conscious Living
18. Key Take Aways
There is significant value in digital metrics as:
• Leading indicator of future Sales/Brand Equity
• As a Proxy for Sales and as a supplement to competitor intelligence
Key intermediary digital metrics we find to be of immense value in signaling intent to purchase and
driving sales are:
• Online shoppers (Volume of shoppers engaging in any digital activity e.g. MB Digital)
• Organic search (Google, other search engines and site search e.g. Amazon, Ebay)
• Social buzz (Twitter, Facebook, Youtube etc.)
• Website visits (content/information sharing and ecommerce )
Estimation Bias when computing Digital ROIs
• TV ROIs are higher when including the amplification effects, it has in driving social and online
shoppers
• Digital ROIs could look inflated at low levels of spend and expected to come down when scaled
19. Can Digital Metrics be
a Substitute for Sales
Data?
DOUBLE TAKE
Satya Menon
CHIEF SCIENTIST
Millward Brown Analytics
@satya_menon
Ciju Nair
VP ANALYTIC CONSULTING
Millward Brown Analytics
@cijutr
Editor's Notes
Leading metrics: Some metrics are leading by measurement e.g. online shoppers (MBD metric), others like search measure are proxies of purchase intent and hence sales
Direct and indirect effects: Advertising drives immediate sales directly and indirectly via amplification effects of Paid on Owned and Earned media
Multiplier effect: via word of mouth (online/offline) in some capacity….and there is hidden information of significant predictive value in these conversations
Noise, threshold and other drivers: social data especially needs to be filtered for noise and unrelated comments in addition to impact of other drivers on sales. Lastly, it also needs to have enough volume to be above threshold levels
In summary, digital metrics can act as leading indicators of sales and hence also act of sales proxy in many categories
i.e. how long it takes someone to buy a phone versus a car or replace an empty bottle of whisky?
I might tweet about a new campaign now but not buy a new bottle till the old one is done. We are interested in understanding what time differences exist between most folks tweeting and then translating into a purchase on average by category – of course, the distribution of that time in between could exhibit significant heterogeneity
e.g. especially in some categories like healthcare/pharma where there are longer lead times from incidence of a condition to scheduling/getting doc appointments, ordering and picking up prescriptions etc.
Same is the case with auto where it’s complex with consumers taking less than 2 weeks to over 90days to buy a car. So there is significant differences between consumers/segments too.
Other instances are wrt auto/home purchases – loan / lease approvals, purchase and registration dates etc.