GroupM Marketing Analytics Case Competition - Team 1
•Download as PPTX, PDF•
0 likes•406 views
The document outlines a marketing plan to establish a unified brand image and strategy. It begins with defining the problem and analyzing audiences. Four key audience clusters were identified through clustering analysis - High Risers, Dream Chasers, Underrepresented, and Elders. Further analysis of each cluster found High Risers prefer quality over celebrity influence, while Dream Chasers seek social status. The plan proposes creating brand tension between "Classy" and "Cutting Edge" to attract different audiences. It then outlines the marketing funnel and specific strategies for each stage, including influencers, CSR, website design, and loyalty programs. Key metrics are identified to measure awareness, sales, sentiment, and emotional responses. Weather data is also analyzed to incorporate
Recommended
Recommended
More Related Content
Similar to GroupM Marketing Analytics Case Competition - Team 1
Similar to GroupM Marketing Analytics Case Competition - Team 1 (20)
Recently uploaded
Recently uploaded (20)
GroupM Marketing Analytics Case Competition - Team 1
- 2. Agenda 1.Problem Statement 2.Audience Analysis 3.Brand Image 4.Consumer Journey/Brand Strategy 5.E-Commerce Strategy 6.Media Plan 7.KPIs 2
- 3. Problem Statement Create a unified brand image that resonates with the right customers. Establish brand strategy to drive awareness and conversion 3
- 4. Audience Listening - kModes Clustering High Risers Dream Chasers Elders The Underrepresented *Results extracted from kModes clustering, built in Python’s kmodes 4
- 5. Audience Listening - Cluster Demographic Analysis 0.00% 5.00% 10.00% 15.00% 20.00% 25.00% 30.00% 35.00% 40.00% 45.00% 50.00% High Risers Dream Chasers Underepresented Elders Cell Phone Dependency* * Derived variable from various statements 5
- 6. Audience Listening – Cluster Demographic Analysis 25.61% 41.22% 17.67% 15.50% I follow the latest trends and fashion: Agree 25.09% 40.49% 16.43% 17.99% I like to dress in the latest fashion: Agree High Risers Dream Chasers Underepresented Elders 6
- 7. High Risers vs Dream ChasersHighRisers • Risk averse • Majority is men (60%) • Confident, does not seek social validation • Cares about products quality • Not influenced by celebrities • Loves skiing DreamChasers • Adventurous • Majority is women (60%) • Desires for social status/social validation • Follows influencers, celebrities • Fashionable *Results extracted from Random Forest algorithm, built in Python’s scikit-learn 7 Jeff Jenny
- 8. Brand Image – Brand Tension Brand Tensity: 2 contradictory forces that create an irresistible brand pull 8 CLASSY CUTTING EDGE
- 10. Awareness – TV and Digital 10 Frame Your Reality
- 13. Research/Consideration – CSR “One for Two” CSR Model 13
- 17. Loyalty/Advocacy • Customer satisfaction • “Try Anywhere” #FrameYourReality • Digital gift cards • Social sharing buttons after payment • CSR 17
- 18. Sales affected by Weather Components 18 Solar Flare Bellatrix Hurricane New York Temperature Negative Positive Negative Wind Speed Positive Negative Positive Humidity Negative Negative Negative Precipitation Negative Positive Positive * Table extracted from linear regression model between sales volume and weather data Products
- 20. 20
- 21. Media Plan Seasonality Effect 21 *Seasonality extracted from Time Decomposition Model, built in R
- 22. Media Plan Rollout Timeline 22
- 23. KPIs Metrics Type Metrics Benchmark Brand Awareness Web Leads Historical Data Impressions Historical Data Bounce Rate 16% - 40% Share of Voice 30 % Owned Channel Historical Financial Indicators Sales Revenue $100,000,000 Sentiment Analysis Positive/Negative Ratio > 1 Emotional Analysis (Joy, Anger, Disgust, Fear, Sadness) Higher ratio of “Joy” emotion 23
- 24. Thank you! 24
- 25. Appendix - Audience Testing Preliminary Research RespID Percentage Metropolitan CBSA 89% Home owned 70% I carry my cell phone everywhere I go.: Agree completely 63% Comfort is one of the most important factors when selecting fashion products to purchase.: Agree completely 53% I like to give the impression that my life is under control: Agree somewhat 56% 25
- 26. Appendix - Audience Clustering Methodology - Dataset: Audience Testing (48,000 respondents) - Tools used: Scikit Learn - Python - Algorithms: Kmodes - Clustering (https://shapeofdata.wordpress.com/2014/03/04/k-modes/) - Methodology: 15 re-runs, 100 resamples each 26
- 27. Audience Listening - Cluster Demographic Analysis 27
- 28. Audience Listening - Cluster Demographic Analysis 28
- 29. Audience Listening - Cluster Demographic Analysis 29
- 30. Appendix - Audience Cluster (Income) Data High Risers Dream Chasers Underepresented Elders IEI $200_000 or over 43.50% 15.01% 7.68% 33.81% IEI $150_000-199_999 40.96% 18.07% 8.92% 32.05% IEI $60_000-74_999 40.36% 19.99% 9.33% 30.32% IEI $100_000-149_999 43.95% 17.69% 8.33% 30.02% IEI $75_000-99_999 43.21% 18.81% 8.27% 29.70% IEI $50_000-59_999 37.35% 23.69% 10.47% 28.50% IEI $40_000-49_999 33.68% 28.46% 11.21% 26.65% IEI $30_000-39_999 28.72% 33.12% 12.04% 26.12% IEI $20_000-29_999 25.12% 38.25% 12.50% 24.13% IEI <$20_000 21.09% 42.72% 13.27% 22.92% 30
- 31. Appendix - Audience Cluster (Phone Dependency) Data High Risers Dream Chasers Underepresented Elders I'm happy to use the phone to carry out day to day banking transactions.: Agree completely 14.31% 51.37% 7.73% 26.59% I like to receive coupons on my cell phone that are based on my location: Agree completely 20.45% 51.21% 15.20% 13.14% I am interested in watching live TV on my cell phone.: Agree completely 20.34% 50.81% 16.53% 12.32% My cell phone is an extension of my personality.: Agree completely 19.21% 50.32% 16.67% 13.81% I enjoy customizing the look and sound of my cell phone.: Agree completely 21.93% 47.53% 14.54% 15.99% Advertisements on cell 29.65% 45.19% 15.01% 10.15% 31
- 32. Appendix - Audience Behavior Methodology - Dataset: Audience Testing with cluster classification (48,000 respondents) - Tools used: Scikit Learn - Python - Algorithms: Random Forest - Methodology: 2000 branches, cross-validated 10 times - Average accuracy (out of bag score) for each cluster - High Risers: 0.915/1.00 - Dream Chasers: 0.915/1.00 - The Underrepresented : 0.974/1.00 - The Elders : 0.958/1.00 32
- 33. Apendix - Audience Behavior (High Risers) Feature Rank I find the ups and downs of the financial markets exciting.: Disagree somewhat 1 I like to live a lifestyle that impresses others: Disagree somewhat 2 I like to take risks when investing for the chance of a high return.: Disagree somewhat 3 People often ask my advice when it comes to financial matters.: Disagree somewhat 4 I enjoy being the center of attention: Disagree somewhat 5 I often take the opportunity to discuss my knowledge of financial products or services with others.: Disagree somewhat 6 I only save for a specific purpose.: Disagree somewhat 7 I strive to achieve a high social status: Disagree somewhat 8 I often feel like my life is slipping out of control: Disagree somewhat 9 I hate having to go to the branch of my bank or savings institution.: Disagree somewhat 10 33
- 34. Apendix - Audience Behavior (Dream Chasers) Feature Rank I’m more connected to my ethnic heritage than my parents are: Agree somewhat 1 I love keeping up with celebrity news and gossip: Agree somewhat 2 I like to live a lifestyle that impresses others: Agree somewhat 3 I enjoy being the center of attention: Agree somewhat 4 I find the ups and downs of the financial markets exciting.: Agree somewhat 5 I often take the opportunity to discuss my knowledge of financial products or services with others.: Agree somewhat 6 I strive to achieve a high social status: Agree somewhat 7 I like to take risks when investing for the chance of a high return.: Agree somewhat 8 People often ask my advice when it comes to financial matters.: Agree somewhat 9 34
- 35. Appendix – Trend and Seasonality – Solar Flare 35
- 36. Appendix – Trend and Seasonality – Bellatrix 36
- 37. Appendix – Trend and Seasonality – Hurricane 37
- 38. Appendix – Media and Weather Efficiency Methodology • Weather data (NYC, Chicago and Los Angeles) collected from “Weather Underground”, using its API (https://www.wunderground.com/) • Daily weather data from 2015 to 2016, transformed to weekly data. • Joined weekly weather data to sales data and run linear regressions for each 3 products 38
- 39. Appendix – Media and Weather Efficiency • Solar Flare Regression 39
- 40. Appendix – Media and Weather Efficiency • Bellatrix Regression 40
- 41. Appendix – Media and Weather Efficiency • Hurricane Regression 41
- 42. Appendix Sales affected by Weather Components Bellatrix Sales Volume = -1.88 + 5.77*TV + 1.32*SEM + 4.91*Display + 5.67*NYC_Temp - 6.63*NYC_humid – 7.96* NYC_wind + 1.02 * NYC_precipitation -6.49*LA_Temp + 6.57*LA_humid + 5.3*LA_wind -2.59*LA_precipitation 42 Solar Flare Sales Volume = -5.37 + 1.01*TV + 5.64*SEM – 3.35*Display – 1.96*NYC_Temp - 1.65*NYC_humid + 6.52* NYC_wind – 4.82* NYC_precipitation -1.63*LA_Temp – 1.99*LA_humid – 8.31*LA_wind + 7.02*LA_precipitation Hurricane Sales Volume = 2.2 – 5.2*TV + 3.29*SEM – 9.03*Display – 1.48*NYC_Temp - 2.45*NYC_humid + 3.67* NYC_wind -1.63*LA_Temp + 1.87*CHI_Temp + 5.37*CHI_wind + 2.13*CHI_precipitation
Editor's Notes
- Just launched 3 new products => how to get the words out?!? In need of a more compelling brand image 3 products , introduced 2 years ago (add pictures of products ?) Bellatrix - women Solarflare - men Hurricane - unisex All are prime price products (data about price), with patented lens tech All are prime price products (data about price), with patented lens tech Problem: Create a singular and unified brand images while promoting brand awareness Solutions: re-positioning brand image to align with targeted customer's desires and expectations. Raise brand using a mix of social and ecommerce marketing strategies Solutions: re-positioning brand image to align with targeted customer's desires and expectations. Raise brand using a mix of social and ecommerce marketing strategies
- Employed k-modes clustering ,for unsupervised learning Goals: Find distinctive customers segmentation and identify key differences Used machine learning k-modes clustering to create 4 distinctive clusters Why 4, because it gives the best validity scores (0.8) Run 1,500 times (5 reruns with 100 iterations for each) Way to interpret data : Out of all people agree of statement X, Y% of them belong to cluster Z Maybe do a pie chart High Risers High Income (43% over 200,000, 41% in 150k-200k) 30 -50 GenXers Dream Chasers Low to Middle Income Mostly Millenials The Underrepresented No significant patterns The Elders Non internet and mobile savvy Mainly Boomers era Age 55 - 64
- Combine data from these following statements I'm happy to use the phone to carry out day to day banking transactions.: Agree completely I like to receive coupons on my cell phone that are based on my location: Agree completely I am interested in watching live TV on my cell phone.: Agree completely My cell phone is an extension of my personality.: Agree completely I enjoy customizing the look and sound of my cell phone.: Agree completely Advertisements on cell phones are annoying.: Disagree somewhat I would be willing to receive advertisements on my cell phone in exchange for services_ like live TV or Text Messaging.: Agree somewhat I am interested in watching video clips on my cell phone.: Agree completely I think of my mobile phone as a source of entertainment.: Agree completely
- Combine percentage dataset
- 2 clusters emerge as our target cusomters : High risers and dream chasers Reasons : Relatively use more phone than the others two Perfect age range High risers have high income Dream chasers use more social and phone Did not choose elders becuase they dont use phone, and not fashionable Different Expectations and Reality High risers errs on risk-averse. They are not looking for social validation. They’re looking for a sure thing, high-performance , high-quality Dream Chasers wants to be validated. They want to climb the social status (ambitious) But their reality is different . That’s why they want to turn their expectations to reality and our products can do that High Risers Risk Averse, especially in finance Not influenced by celebrities/influencers Does not seek attention Does not desire for social status/validation Does not feel pressure to prove themselves Being in control, Cares about quality Majority is Men (60%) Main Occupation: Manager Cares about product quality Likely to have small children Less mobile-dependent Dream Chasers Risk Takers, adventurous in finance Likely to seek new experience, try different stuffs Heavily influenced by celebrities/influencers Seek attention, social status, feel pressure to prove themselves Want to be in control Care about what people think of their looks, trend followers Very outspoken, show great care to the environment Affected by seasonal shopping Majority is Women (60%) Not confident about their appearance
- Based on audience cluster: The products are at premium price, reflecting its high quality and social status. On the other hand , they utilized the premium materials and patented lens, to create a high performance product with cutting edge technology So ,now we have a brand image, but how do we increase the brand awareness, and through what channels ?
- First Impressions Many of us are taught at a young age to look people in the eyes. That learned behavior makes sunglasses the first accessory many people notice. Style, therefore, is a critical facet of sunglasses to emphasize in marketing. Make sure your advertising materials reflect people who epitomize the aspirations of your target market. If your customers think your sunglasses look cool and hip in your marketing materials, they'll be more inclined to picture how they would look wearing the same shades. Customers will not wait around if retailers don’t provide a seamless service: indeed, millennials can switch between media platforms at an average of 27 times per hour. Brands need to support this service with social media content. https://www.theguardian.com/small-business-network/2015/feb/06/how-mobile-ecommerce-changing-fashion-industry https://www.forbes.com/sites/kylewong/2014/09/10/the-explosive-growth-of-influencer-marketing-and-what-it-means-for-you/#6ab01ba452ac https://blog.kissmetrics.com/guide-to-influencer-targeting/ About Chiara Ferragni: http://www.theblondesalad.com/ http://wwd.com/business-news/media/chiara-ferragni-returns-harvard-10777788/ https://www.theguardian.com/fashion/2016/nov/29/chiara-farragni-blogger-the-blonde-salad-socia-media-style-posts-multi-million-pound-business
- Vision Spring: http://visionspring.org/?gclid=Cj0KEQjwldzHBRCfg_aImKrf7N4BEiQABJTPKLCpLsi5Kd7S1KhCkjIc1lDKMoAJ1PmOXO3_Ovg89egaAmMZ8P8HAQ See International: https://www.seeintl.org/
- Brand Awareness Web Leads Impressions for both Social platforms and websites (including AR) Organic Social Engagement (Likes, Comments) Owned Channels (company’s posts, hashtag used) Shared of Voice : Brand Traffic/ Total related industry Traffic Will be used to determine how effective the campaign is in getting competitors’ customers attention Influencers metrics (TBA) Financial Indicators Sales Revenue Profits Sentiment Analysis Positive/negative reactions Emotional analysis (joy, disgusts, etc) : Can either be done through Watson
- Combine of statements of people with over $100,000 dollars income
- Based on variable importance calculation of