Ted Marzilli's presentation at Finance Marketing Summit 2016
•
0 likes•306 views
International keynote Ted Marzilli, from YouGov, presented on Brand Index - Tracking your Brand's Health at Mumbrella's Finance Marketing Summit 2016. His presentation is attached.
Recommended
Recommended
More Related Content
Viewers also liked
Viewers also liked (14)
Similar to Ted Marzilli's presentation at Finance Marketing Summit 2016
Similar to Ted Marzilli's presentation at Finance Marketing Summit 2016 (20)
More from Ruperta Daher
More from Ruperta Daher (20)
Recently uploaded
Recently uploaded (20)
Ted Marzilli's presentation at Finance Marketing Summit 2016
- 2. 2 Agenda 2 1. Who am I? 2. What is YouGov? 3. Most recommended Brands 4. 4 ways to leverage data in your business
- 8. 8 BrandIndex: Banks “Recommend” score rankings & key mover versus a year ago Last 12 Weeks Vs. Year Ago 12 week moving average Sept 2016 v 12 week moving average Sept 2015, 16+ Nationally Representative c. n=2400+
- 9. 9 BrandIndex: Insurance “Recommend” score rankings & key mover versus a year ago Last 12 Weeks Vs. Year Ago 12 week moving average Sept 2016 v 12 week moving average Sept 2015, 16+ Nationally Representative c. n=2400+
- 10. 10 BrandIndex: Payments “Recommend” score rankings & key mover versus a year ago Last 12 Weeks Vs. Year Ago 12 week moving average Sept 2016 v 12 week moving average Sept 2015, 16+ Nationally Representative c. n=2400+
- 11. 11 Most memorable & enjoyable brand ads Base Size: 1079, Thinking about advertising from financial services providers you have seen in the past year which one would you say was the most memorable and enjoyable? Gen pop 18-24 45-65
- 12. 12 Learning #1: Choosing the right ambassador can improve consumer perception of your brand 12 Key Brands • ING • Isla Fisher Context • June 2015 - ING announces a new brand Ambassador - Isla Fischer What the Daily Data shows • Campaign correlates with improvements in Ad Awareness, Buzz, WOM, Impression & value scores
- 13. 13 Learning #1: Financial Services, favorite brand ambassadors 13 -10% 0% 10% 20% 30% 40% 50% 60% -50% -30% -10% 10% 30% 50% 70% FinancialServices Like Index KIM KARDASHIAN ROSS GREENWOOD FIRASS DIRANI Like: -46% Finance: 2% Like: 26% Finance: 56% Like: 49% Finance: 0%
- 14. Learning #1: Australia, brand ambassadors examples 14 GARY MEHIGAN Celebrity Chef HEALTH, WELLNESS, BEAUTY & PERSONAL CARE FASHION, APPAREL AND ACCESSORIES FOOD, DRINK & TRAVEL TECHNOLOGY & AUTOMOTIVE FINANCIAL SERVICES 44% 9% 7% 6% 5%
- 15. 15 Learning #2: First mover advantage - new technology 15 Key Brands • ANZ • Apple • Google Context • ANZ launches first to market campaigns for Apple & Android Pay What the Daily Data shows • ANZ’s impression score rose significantly during the first six weeks of the campaign
- 16. 16 Learning #2: First mover disadvantage – interest rate hikes 16 Key Brands • All Australian Banks Context • Australian Prudential Regulation Authority (APRA), tightened its policies • All four major banks raised their mortgage rates What the Daily Data shows • The rise in mortgage rates had much larger impact on buzz scores of the the Big 4 banks than the smaller players
- 17. 17 Learning #3: Beyond borders 17 Key Brands • ANZ Context • ANZ Overall Index score across its home market and other Asian markets What the Daily Data says • ANZ scores highest in its home market… • …Vietnam and Singapore not far behind… • …Hong Kong, Thailand and Indonesia all trending up recently
- 18. 18 Learning #4: Gen Z – How to recruit and retain them? 18 8% 13% 9% 17% 15% 14% 0% 5% 10% 15% 20% Smart Funny Artistic Personality Traits 18-24 25-44 Index 155 120 212 11% 28% 25% 31% 39% 32% 33% 46% 67% 11% 29% 31% 36% 37% 40% 41% 51% 66% 0% 10% 20% 30% 40% 50% 60% 70% 80% None of these Cringe-worthy and embarrassing situations Improvisation Impressions Controversial or taboo subjects Funny and surreal sketches Worldplay Observations on news and current affairs Observations on everyday life What makes them laugh 18-24 25-44 Index 98 112 124 124 96 114 123 103 97
- 21. 21 Learning #4: US Gen Z – Job / Career search 21 55% 50% 69% 69% 42% 45% 46% 81% 53% 56% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% I am willing to sacrifice leisure time to get ahead in my career I am motivated more by career progression than money My family is more important than my career It's important to me to find my place in society I love my job 18-24 25-44 Index 123 109 85 130 76
- 22. 22 Learning #4: US Gen Z – Summary 22 Use humor to attract them Don’t micro-manage ● set short term goals ● keep them engaged and motivated Communicate opportunity ● 50% are more motivated by progression ● 69% find it important to find their place in society ● Why AIG is a fit for them ● Mentorship ● Education stipends
- 23. And some fun bites… 18-34s are significantly less likely to go to a branch 23Base Size: 1079, We have a fun question for you, would you rather …? Depending on which scenario you prefer you prefer please choose the number closest to it.
- 24. 24 Learning #5: Breaking news, assessing a crisis 24 Key Brands • Samsung •Wells Fargo •Chipotle •Volkswagen What the Daily Data shows • In the past two weeks, Samsung and Wells Fargo dropped. Wells Fargo, starting at a relatively low Buzz score (common among banks), is now at almost as low as Volkswagen’s score at the peak of the crisis
- 25. Which brands customers think represent their values best? 25Base Size: 1079, Thinking about all the different brands you currently use, which one do you believe represents your values best?
- 26. THANK YOU Ted Marzilli Global CEO BrandIndex ted.marzilli@yougov.com Sej Patel Country Head ANZ sej.patel@yougov.com 0416 252 853
- 27. 27 BrandIndex means powerful daily brand tracking: it’s the definitive measure of brand perception and performance § Live & immediate insight § Continuous daily tracking § Tracks 16 core metrics of brand health across purchase funnel § Subscription gives access to all sectors & brands § Rich historical data § Panelist profiling (demographics & behaviour) § Extensive coverage per territory § 250-2000+ brands § 15-30 categories/sectors § Large daily sample size - 25,000 interviews globally per day § Custom ‘trigger questions’ - ask ‘why?’ as well as ‘what?’View here to log in to the BrandIndex dashboard.