The Elusive Brand: How to Measure Brand and the Communications Focused On It

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Natalie Kortum presented on measuring brand and communications. She discussed defining brand using metrics like Net Promoter Score and examining large amounts of customer data and conversations to understand brand perceptions. Kortum introduced SNAP, a tool to aggregate and analyze social media data to uncover insights. She emphasized the need to combine multiple valid measurements into a single metric to assess brand equity and influence. Kortum also showed how various business factors can impact brand levels over time.

Business

Natalie Kortum 8 Global Marketing
http://www.kpua.net/images/2006hoolaulea/crowd2_full.jpg

Introducing SNAP
Social Net Advocacy Pulse

Drill-down and
Aggregated Targeted
Uncover
Metric Listening
insights

Natalie Kortum Global Marketing

SNAP: How does it work?

Aggregate Enrich Collate Deliver

Natalie Kortum Global Marketing

2008 NPS Scores 2008 Interbrand Rankings
80
70
60
50
40
73 73
30
20
10
0
Amazon Google

Natalie Kortum Global Marketing

Just select one
and go with it…

Natalie Kortum Global Marketing

Inconsistency
+ Combine
to one
Multiple valid metric
measurements
Natalie Kortum Global Marketing

400 variables considered representing all business levers

Natalie Kortum 21 Global Marketing

Human Brain Network

Global Marketing
Natalie Kortum 22

Questions?

Natalie Kortum3/25/2013
24 Confidential Global Marketing

Thank You

Natalie Kortum
marketingmathgirl.com For more information on Dell’s Social Media Services:
Please visit: www.dell.com/socialmediaservices
Or email: Eric_Nystrom@dell.com (Dir. Social Services Sales)
and/or SMServices@Dell.com

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The Elusive Brand: How to Measure Brand and the Communications Focused On It

1. The Elusive Brand: How to Measure Brand and the Communications Focused On It Predictive Analytics World Conference – Toronto March 2012 Natalie Kortum Natalie Kortum marketingmathgirl.com

2. What impact is marketing having on Brand in comparison to other drivers? Natalie Kortum Global Marketing

3. BRAND? Natalie Kortum Global Marketing

4. Natalie Kortum Global Marketing

5. What is ? How likely is it that you would recommend this brand to a friend or colleague? Source: http://www.netpromoter.com/why-net-promoter/know/ Natalie Kortum Global Marketing

6. What is ? How likely is it that you would recommend this brand to a friend or colleague? Source: http://www.netpromoter.com/why-net-promoter/know/ Natalie Kortum Global Marketing

7. What do you mean by Brand? Net Promoter Score Natalie Kortum Global Marketing

8. Natalie Kortum 8 Global Marketing http://www.kpua.net/images/2006hoolaulea/crowd2_full.jpg

9. >25k Dell conversations everyday How? Aggregate -> Brand • Daily • Customer selected topics • Deep dives Natalie Kortum possibleGlobal Marketing

10. Introducing SNAP Social Net Advocacy Pulse Drill-down and Aggregated Targeted Uncover Metric Listening insights Natalie Kortum Global Marketing

11. SNAP: How does it work? Aggregate Enrich Collate Deliver Natalie Kortum Global Marketing

12. What do you mean by Brand? Net Promoter Score Natalie Kortum Global Marketing

13. 2008 NPS Scores 2008 Interbrand Rankings 80 70 60 50 40 73 73 30 20 10 0 Amazon Google Natalie Kortum Global Marketing

14. Sample Data Brand Value Week Natalie Kortum Global Marketing

15. Just select one and go with it… Natalie Kortum Global Marketing

16. Natalie Kortum Global Marketing

17. Natalie Kortum Global Marketing

18. Inconsistency + Combine to one Multiple valid metric measurements Natalie Kortum Global Marketing

19. Bringing the variables together… To find the elusive brand equity Natalie Kortum Global Marketing

20. 400 Levers representing the business -> Revenue & Brand Product Sales Innovation Investments Ship Commit Accuracy Marketing Support Spend Satisfaction Product Quality Pricing Natalie Kortum Global Marketing

21. 400 variables considered representing all business levers Natalie Kortum 21 Global Marketing

22. Human Brain Network Global Marketing Natalie Kortum 22

23. Explaining the Changes in Brand Ending Brand Level Starting Brand Level *Numbers for illustrative purposes; not actual Dell figures Natalie Kortum Global Marketing

24. Questions? Natalie Kortum3/25/2013 24 Confidential Global Marketing

25. Thank You Natalie Kortum marketingmathgirl.com For more information on Dell’s Social Media Services: Please visit: www.dell.com/socialmediaservices Or email: Eric_Nystrom@dell.com (Dir. Social Services Sales) and/or SMServices@Dell.com

The Elusive Brand: How to Measure Brand and the Communications Focused On It

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