R&R - Marken- und Werbe-Trackings waren gestern. Die Zukunft gehört der holistischen Markenführung
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The document discusses how traditional brand and advertising tracking are outdated, and the future belongs to holistic brand management. It introduces Kantar's platform for holistic brand management, which integrates various data sources like surveys, search and social behavior, digital media usage, spending and sales data. The platform is demonstrated through a case study of an anonymized airline brand ("GermanAir"), answering five key business questions around trend impact, messaging, future outlook, return on marketing investment, and simulations. It is concluded that the platform helps clients improve their ability to anticipate and react faster to business challenges.
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R&R - Marken- und Werbe-Trackings waren gestern. Die Zukunft gehört der holistischen Markenführung
- 1. Marken- und Werbe-Trackings waren gestern. Die Zukunft gehört der holistischen Markenführung Research & Results 25. Oktober 2018
- 2. Dr. Peter Ludwig Domain Lead Brand & Brand Guidance Peter.Ludwig@kantar.com (0)40 4411 9121 Research & Results 25. Oktober 2018 Horacio González Duhart, PhD Global Lead Artificial Intelligence Horacio.Gonzalez@kantar.com +44 7 585 329354
- 3. Es wird zunehmend schwieriger für Marken zu wachsen Nur sechs Prozent aller Marken schaffen es in drei Jahren substantiell zu wachsen Source: BrandZ, analysis of 2,052 brands between 2014 and 2017 5
- 4. Das Konsumentenverhalten hat sich grundlegend verändert….
- 5. In Unternehmen gibt es zu viele Daten bei zu wenig Integration und Insights ABVERKAUF WERBEAUSGABENSEARCH DIGITAL ADVERTISING SOCIAL MEDIA IN-STORE SURVEY NUTZUNGS- VERHALTEN
- 7. “If you’re good at course correcting, being wrong may be less costly than you think, whereas being slow is going to be expensive for sure.” Jeff Bezos, Gründer und CEO von Amazon Marken müssen heute schneller agieren und reagieren
- 8. Plattform für Holistische Markenführung 8 Unternehmens- Infrastruktur DMP Aktivierung KPI SIGNAL CRM Daten Inhouse Daten 3rd Party Daten Survey Daten Kaufdaten Mediennutzung Social & Search MARKEN- STRATEGIE MARKEN WACHSTUM MEDIA & TOUCH- POINTS KREATION & CONTENT
- 9. Integration verschiedenster Datenquellen Survey Kurze, mobilfähige Befragung als Ausgangsbasis Search and social Verhalten Modellierung von Suche und Social Media auf Marke und Sakes Digital Mediennutzung Modellierung von digitalen Kontakten auf Marke und Sakes 16 Spendings Werbe- bzw. Touchpoint-Ausgaben Abverkauf Abverkaufsdaten (Scanner bzw. Panel Daten)
- 10. Platform demo
- 11. Case Study GermanAir* Using the KANTAR Platform to answer specific Business Questions *Anonymisierte Kategorie. Fiktive Daten.
- 12. German Air has run two Campaigns Takes Care of Luggage Best Offer
- 13. Trend Impact Did our campaign impact the targeted KPIs? Five Business Questions 1
- 14. Detection of relevant Trends – all data “Takes care of my luggage” Imagery attribute is aggressively going down (+) Social Buzz
- 15. Visualisation of relevant Trends – all data In the Brand Health Map, German Air detects the types of trends and what KPIs are affected Takes care of my luggage Best offers (+) social buzz “Best Offer” is improving from a strong basis. While “Takes care of my luggage” decreases
- 16. Deep dive into relevant Trends Takes care of my luggageGerman Air’s “Takes Care of Luggage” Campaign clearly did a very good job but then started to drop off, when the “Best Offer” Campaign was launched January February March April May June July August September October Luggage Campaign Campaign Best Offer
- 17. Trend Impact Did our campaign impact the targeted KPIs? Messaging Did our campaign started the conversations we wanted? Five Business Questions 1 2
- 18. Messaging Analysis People talk about German Air’s “best offers”, so the best offer campaigns seem to pay out. But people do not talky particularly any more about “taking care of luggage” best deal good delay baggage damage offer love friendly luggage takes care crew annoying holiday sucks on time travel excellent expensive comfortable cheap explore flying wi-fi waiting timetable worst queuing spacy uniform promotion internet
- 19. Trend mpact Did our campaign impact the targeted KPIs? Messaging Did our campaign started the conversations we wanted? Future Outlook Is my brand going to grow in the future? Five Business Questions 1 2 3
- 20. Future Outlook Especially the “Best Offer” campaign has impacted German Air’s Brand Equity. The Brand is setup for further Growth until the end of the year. Brand Equity January February March April May June July August September October “Best offer” Campaign
- 21. ROMI Did our campaign spend link to Brand Equity and Sales? Trend Impact Did our campaign impact the targeted KPIs? Messaging Did our campaign started the conversations we wanted? Future Outlook Is my brand going to grow in the future? Five Business Questions 1 2 3 4
- 22. ROMI Analysis There is a strong link between Investment, Equity and Sales. German Air has an Sales ROI of 1,5 and correlation with Brand Equity of 0.6 Media Spend Brand Equity Sales
- 23. ROMI Did our campaign spend link to Brand Equity and Sales? Trend Impact Did our campaign impact the targeted KPIs? Messaging Did our campaign started the conversations we wanted? Future Outlook Is my brand going to grow in the future? Five Business Questions Simulation What do I need to do now, so that my brand meets its objectives? 1 2 3 4 5
- 24. Simulation German Air wants to further improve on Brand Equity and Premiumness in order to reach its Sales and Profit targets. Target KPI level Required Action (simulated) Premium Business Lounges Attractive frequency of flights Good coverage of destinations 30% 2% 32% 41% 21% 3% 24% 2% 43% In order to achieve these targets, German Air needs to improve on “Premium Business Lounges”, “Attractive frequency of flights” and “Good coverage of destinations”. Target Brand Equity & Premiumness Brand Attributes to improve Factors
- 25. KANTAR got awarded the Marketing Impact Award 2018 of The Coca Cola Company
- 26. Client Testimonial 26 KANTAR’S Platform has helped us to improve our capability to anticipate and react quicker and better to business challenges. CMI Senior Manager, Major FMCG Brand Mexico
- 27. Dr. Peter Ludwig Domain Lead Brand & Brand Guidance Peter.Ludwig@kantar.com (0)40 4411 9121 Vielen Dank! Horacio González Duhart, PhD Global Lead Artificial Intelligence Horacio.Gonzalez@kantar.com +44 7 585 329354 Marken- und Werbe-Trackings waren gestern. Die Zukunft gehört der holistischen Markenführung