Keren Phillips discusses quantifying intangible drivers of purchase like emotion using new data platforms. She outlines three main points: 1) Measuring hard-to-quantify factors that influence purchasing decisions, like emotion, which has long been a challenge. 2) New platforms designed specifically to measure emotional reactions. 3) How these tools could transform marketing by enabling more accurate and relevant reporting, moving the field closer to science fiction predictions.

1. [R]evolution of data:
quantifying emotion.
Keren Phillips
Strategy Director
@kerenyp

2. In this session
1. Measuring intangible drivers to purchase - the holy grail
2. Platforms designed to measure emotion
3. Marketing gets Sci Fi

3. Intangible drivers to purchase

4. Digital behaviour = access
Digital tools = usefulness

5. RESEARCH STRATEGY EXECUTION MEASUREMENT

6. RESEARCH
EXECUTION STRATEGY
MEASUREMENT

7. Access to data
+
Customised functionality
=
Ability to ascribe $

8. Quantifying a shift in brand awareness
Find the value relative 1. Market size
to a shift in awareness 2. Awareness change
of your brand or 3. Purchase intent
product 4. Conversion rate
5. Unit profit

9. The brand awareness value equation
The value of brand awareness =
(market size) x (awareness change) x (purchase
intent) x (sales conversion) x (unit profit)

10. Integrate the requirements for
measurement into the fabric of
each activity

11. Review platforms designed to record emotional reaction

14. REVIEWS SALES

15. REVIEWS BOOKING SALES

16. Quantifying review value
Find the value of a 1. Market size
specific category or 2. Category size
type of review on Trip 3. Booking percentage
Advisor 4. Unit profit

17. The review value equation
The value of a specific review type =
(total market size) x (category percentage) x
(booking percentage) x (unit profit)

18. Marketing Sci Fi

19. Accuracy in reporting

21. Relevancy is king - in business or marketing

22. [R]evolution of data:
quantifying emotion.
Keren Phillips
Strategy Director
@kerenyp