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Tns _L'evoluzione del Brand Tracking_Webinar _Settembre 2015

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I brand si trovano oggi ad affrontare nuove sfide, in una situazione di mercato in continua e rapida evoluzione che negli ultimi anni ha messo tutti a dura prova.
In questo quadro di incessante cambiamento, gli approcci tradizionali alle ricerche di mercato sono destinati all’estinzione se non si trasformano, adattandosi al contesto contemporaneo. Le aziende hanno bisogno di avere insight che possano anticipare i possibili cambi di preferenza dei consumatori. Le ricerche di mercato sono state ideate in tempi in cui l’esigenza conoscitiva era elevata. Questo tipo di indagini così come erano state pensate, oggi sono anacronistiche con tempi di delivery che non incontrano più le necessità del marketing e budget dedicati sempre più ridotti.
Ecco perchéTNS propone un nuovo sistema di studio del Brand Tracking (http://www.tns-global.it/news-center/news/webinar-online-future-tracking-il-valore-dellintegrazione-con-i-social-data) in modo da offrire ai suoi clienti i benefit che possono arrivare oggi dalle nuove tecnologie e dal mondo digital in senso più ampio.
I nuovi sistemi di monitoraggio del brand si devono adattare a un approccio integrato che utilizza informazioni provenienti da più fonti, con una crescente componente basata sui dati social. Per questo, la nuova struttura dei tracking prevede:
 una spina dorsale costruita sui dati social & search, con la possibilità di fruire i dati in tempo reale
 un disegno di ricerca tradizionale più leggero ed efficace
Questa impostazione, più snella e efficiente, permette di liberare risorse per realizzare nuovi moduli integrativi, di arricchimento e approfondimento. Per info http://www.tns-global.it/competenze/brand-communication )

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Tns _L'evoluzione del Brand Tracking_Webinar _Settembre 2015

  1. 1. Webinar TNS : The future of tracking © TNS 24 Settembre 2015 C.Colombo - W.Caccia The future of tracking : the value of Social data integration The case for creative destruction Cristina Colombo Chief Client Officer Walter Caccia Head of Brand & Communication
  2. 2. Webinar TNS : The future of tracking © TNS 24 Settembre 2015 C.Colombo - W.Caccia It’s tough out there Increased pressure on pricing More competition, lower barriers to entry More empowered consumers 2
  3. 3. Webinar TNS : The future of tracking © TNS 24 Settembre 2015 C.Colombo - W.Caccia It’s tough out there And all of this in the context of a gloomy economic outlook 3
  4. 4. Webinar TNS : The future of tracking © TNS 24 Settembre 2015 C.Colombo - W.Caccia This gives rise to fundamentally different business models well suited to succeed in this climate 4
  5. 5. Webinar TNS : The future of tracking © TNS 24 Settembre 2015 C.Colombo - W.Caccia It requires “research” to change fundamentally 60 555 1050 2040 35 25 30 45 15 It’s time to evolve 5
  6. 6. Webinar TNS : The future of tracking © TNS 24 Settembre 2015 C.Colombo - W.Caccia We are on the brink of a new digital revolution Returning information advantage to marketers Access insights in advance Mobile technology delivers more understanding 6
  7. 7. Webinar TNS : The future of tracking © TNS 24 Settembre 2015 C.Colombo - W.Caccia A comprehensive framework for more agile decision making Predictive spine Social and search Slimmer survey Shorter, smarter surveys Modular deep dives Touchpoint eval., Social campaign eval., Qual etc. Situational Equity Occasions 7
  8. 8. Webinar TNS : The future of tracking © TNS 24 Settembre 2015 C.Colombo - W.Caccia 8
  9. 9. Webinar TNS : The future of tracking © TNS 24 Settembre 2015 C.Colombo - W.Caccia A slippery slope 9
  10. 10. Webinar TNS : The future of tracking © TNS 24 Settembre 2015 C.Colombo - W.Caccia Implementing the 3 Rs 10
  11. 11. Webinar TNS : The future of tracking © TNS 24 Settembre 2015 C.Colombo - W.Caccia Insight mining requires expertise and a clean data stream
  12. 12. Webinar TNS : The future of tracking © TNS 24 Settembre 2015 C.Colombo - W.Caccia Predictive social brand tracking In a world of accelerating change, marketers need forward looking tools that help them to anticipate and predict changes in market context or in consumer preferences. Incorporating social and search data into tracking programmes can keep brand insights up to date and act as a lead indicator of brand equity over time. Rather than understanding what your equity was, it provides an reliable indication of what it is likely to be - and thereby facilitates timely corrective action. Using social and search ‘signals’, we build a model which accurately replicates trusted brand equity metrics (as measured by legacy surveys). This allows us to build a system that strips the fat out of the big, expensive survey based tracking paradigm. We produce equity scores from social signals and reduce the frequency and length of surveys, focussing them on what they are best placed to deliver (deep dives and analysis by key target groups). We can predict equity scores from around 2-4 weeks in advance giving you a valuable window of opportunity to take course-correcting action before competitors. 12
  13. 13. Webinar TNS : The future of tracking © TNS 24 Settembre 2015 C.Colombo - W.Caccia The new tracking program gives you timely opportunity to plan and act Predictive equity metrics from the Social Spine A windshield view into where your brands are heading, not a rear-view mirror focus on the past Which result in: Plan and Act Identifying upside opportunities/downside risks from the Track Survey 13
  14. 14. Webinar TNS : The future of tracking © TNS 24 Settembre 2015 C.Colombo - W.Caccia The modelled brand equity metric puts time on your side Imagine that with just survey-based tracking methods, you get a report on how well your brand is doing in Week 9. This is 3 weeks after the survey was actually completed (Week 6). By using Social Media and Search data at Week 3, we can model estimates of your brand equity metrics 4 to 8 weeks out. This gives a 6 week advantage to manage brands with more agility. Week… Lead time to get the jump on competition 1 2 3 4 5 6 7 8 9 10 11 1242 Modelled data from engaged ‘leading indicator’ group indicates your brand equity will be “10” in 4-8 weeks. 2 3 4 Survey responses amongst mass market measure your brand equity to be “10”. 6 The results of your survey based tracker tell you your brand equity was “10” three weeks ago. 9 14
  15. 15. Webinar TNS : The future of tracking © TNS 24 Settembre 2015 C.Colombo - W.Caccia Proof of concept comes from 80 brands in 6 categories (including automotive) We have been able to build these models successfully using our Power in the Mind measure, as well as clients’ proprietary equity metrics. As can be seen in the examples, the modeled predicted metric lines up almost perfectly over time with the survey equity metric, in all cases with R² over 90%. Brand Equity CPG – long purchase cycle R2 = 92% 0,0 2,0 4,0 6,0 8,0 10,0 12,0 14,0 Actual Predicted Automotive brand Brand Equity -1,2 -1,0 -0,8 -0,6 -0,4 -0,2 0,0 1 6 11 16 21 26 31 36 41 46 51 56 61 66 71 76 81 86 91 96 101 106 111 Week Actual Predicted R2 = 98% CPG – medium purchase cycle Brand Equity Brand Equity CPG – short purchase cycle Actual Predicted 15
  16. 16. Webinar TNS : The future of tracking © TNS 24 Settembre 2015 C.Colombo - W.Caccia Delivering precision “in the moment” For individual consumers, brand equity is never truly constant. It fluctuates according to times of day, seasons of the year, different occasions, different experiences and different consumer contexts. Traditional equity studies capture an average reading across these different situations. Situational Equity is a groundbreaking approach that looks beyond these averages. Situational Equity delves into the moment, identifying and unlocking specific growth opportunities, at the strategic and tactical level. We use mobile data collection to get closer to the specific moments of brand choice, and reveal the targeted actions that can deliver new sources of growth. 16
  17. 17. Webinar TNS : The future of tracking © TNS 24 Settembre 2015 C.Colombo - W.Caccia Identify causes of abnormal behaviour Understand context-specific barriers and triggers to purchase or usage React faster to changing behaviours Exploit context-specific insights with effective, efficient and targeted interventions Understand the factors that influence choice Enable marketers to fine tune strategies to ensure their brands have the highest likelihood of being chosen 1 2 3 People use a repertoire of brands and can be committed to more than one Brand choice switches within this repertoire depending on the situation, occasion, brand promotion and market factors ‘In the moment’ research provide more accurate and granular responses Why situational brand equity? 17
  18. 18. Webinar TNS : The future of tracking © TNS 24 Settembre 2015 C.Colombo - W.Caccia “Market share” in this situation refers to the share that the brand gets within a particular situation and is not representative of actual overall brand shares in the market Market share Situational equity refers to the attitude towards a brand within a given situation Situational equity The gap represents the difference between what people are purchasing compared to what they want to be purchasing in a situation. Market share vs. siituational equity How do we examine situational equity? 18
  19. 19. Webinar TNS : The future of tracking © TNS 24 Settembre 2015 C.Colombo - W.Caccia The analysis framework that guides strategic and tactical marketing decisions Where would share go? What do we do to keep the share? Market factors How do we close the gap and grow equity? Which competitors lead share? Why are our competitors getting more share? More equity? What’s missing in the market/situation? How can we align our brand with the drivers? Which competitors get more share? What are the market factors we can unlock to grow share? What drives our equity, and competitor equity? What drives equity / preference? Why do we get more share than competitors? Who are the closest competitors and how do their share/equity drivers differ? opportunity maintain create defend High equity Low equity Low share High share 19
  20. 20. Webinar TNS : The future of tracking © TNS 24 Settembre 2015 C.Colombo - W.Caccia Optimising touchpoint management Consumers today experience brands in more ways than ever before, and every experience has the potential to change their attitude and behavior towards your brand. ContAct provides a 360-degree view of your brand’s performance across all types of paid, earned and owned touchpoints. It helps you build equity by optimising performance in relation to marketing spend and competitor performance. Based on industry leading ConversionModel thinking and advanced behavioural tools it offers robust validity. It measures memorability (reach) and the impact each touchpoint has on your brand equity (experience quality) using our unique, validated, power in the mind score from ConversionModel. It looks at how your competitors’ touchpoints affect your brand’s perception and market position. It identifies the most effective touchpoints, so you can extend your brand’s message more impactfully and optimise the return on your media spend – or reduce media spend with the same impact. ContAct 20
  21. 21. Webinar TNS : The future of tracking © TNS 24 Settembre 2015 C.Colombo - W.Caccia The impact of a touchpoint is the combination of reach and quality of experience = × Quality of experience Shift in the brand equity score when this touchpoint is experienced Reach Number of people that have experienced the touchpoint Brand experience Overall impact of one touchpoint 21
  22. 22. Webinar TNS : The future of tracking © TNS 24 Settembre 2015 C.Colombo - W.Caccia How much of my brand equity score has been generated through recent touchpoint experiences? Brand 1 13.5% Brand 2 11.9% Brand 3 10.2% Brand 4 9.1% Brand 5 8.9% Brand equity score 7.9 8.1 9.310.3 11.9 1.11.00.81.5 1.5 Brand stock Brand experience client brand Brand experience competitor brands Of the client brand’s 13.5% equity score, they achieved 1.5% through touchpoint experiences If brand 2 had no touchpoints experiences, its equity score would be only 10.3% instead of 11.9%. Performance: how do your brand and competitors perform across all touchpoints? 22
  23. 23. Webinar TNS : The future of tracking © TNS 24 Settembre 2015 C.Colombo - W.Caccia Client brand Brand 2 Brand 5 Top 3 owned touchpoints Ʃ 0.4 Supermarket shelves Brand presence in social networks Email newsletter Top 3 paid touchpoints Ʃ 0.7 Television advertising Point of purchase display Print advertisements Top 3 earned touchpoints Ʃ 0.5 Product usage Recommendations by friends/family Coffee used in gastronomy To what extent each touchpoint is generating Brand Experience? 0,26 0,02 0,02 0,21 0,15 0,06 0,22 0,14 0,08 1.5 1.5 1.1 Your business Competitors 0,37 0,03 0,01 0,20 0,15 0,04 0,20 0,10 0,05 0,28 0.01 0,00 0,11 0,14 0,05 0,18 0,06 0,01 Brand experience (per touchpoint) client brand Brand experience (per touchpoint) competitor brands 23
  24. 24. Webinar TNS : The future of tracking © TNS 24 Settembre 2015 C.Colombo - W.Caccia TP experience share (%) Share of spend (%) REMI* (relative efficiency of marketing investment) Client brand Brand 2 Client brand Brand 6 Client brand Brand 7Online TV Print REMI > 1.00 REMI < 1.00 TP Reach share (share of spend) client brand TP Reach share (share of spend) competitor brands 0,53 N.A. 0,77 1,48 0,6% N.A. 0,1% -1,2% 0,01 -0,59 7,5% 8,1% 1,1% N.A. 8,8% 2,0% 9,8% 5,5% How can you optimize marketing spend? 24
  25. 25. Webinar TNS : The future of tracking © TNS 24 Settembre 2015 C.Colombo - W.Caccia Evaluating social campaigns Marketers increasingly recognise the value of social media to engage with their audiences. However, in many cases, they lack the quick turn-around insights required to optimise live campaigns. Analysis of social media data provides real-time understanding of who and what is driving conversation around your campaign, and insight that informs how to best influence it, as the campaign rolls out. It provides more than a simplistic volumetric understanding of how your campaign is working. You can discover the natural communities who are engaging with your content and how to best continue the conversation with them. You can identify the key influencers involved in the campaign to help drive virality and pinpoint the precise messages and images that resonate most to inform future creative and messaging development. 25
  26. 26. Webinar TNS : The future of tracking © TNS 24 Settembre 2015 C.Colombo - W.Caccia UEFA Champions League 2015 Final match Berlin, 6th June 2015 Advertising effectiveness and social conversations on Twitter
  27. 27. Webinar TNS : The future of tracking © TNS 24 Settembre 2015 C.Colombo - W.Caccia Limited* brand mentions compared to total tweets. However, the result of the initiatives linked to the event about Jeep and Heineken is noted; the mentions of Sky relate to its coverage of the event in itself, without it having implemented any specific initiatives 3% 97% Mention at least one brand Don't mention brand 37% 33% 25% 5% JEEP SKY HEINEKEN UNICREDIT Share of brand mentions Sources: Twitter n: 22,289 tweets Time: Jun-01-2015 to Jun-10-2015 Sources: Twitter - n: 573 tweets with Brand Mentions Time: Jun-01-2015 to Jun-10-2015 *Please note the brand mentions are just under 600 out of a total number of more than 22,000 Tweets 27
  28. 28. Webinar TNS : The future of tracking © TNS 24 Settembre 2015 C.Colombo - W.Caccia Content analysis An initial inspection of the conversation contents immediately highlights that the discussion topics all hinge around the match: the event in itself, the teams and the names of the players. The brands have a somewhat limited presence; even the ones that played an active role in sponsoring the event. There are no traces of conversations connected with the commercials. Too soon for Italy? SKY JEEP Heineken Sources: Twitter n: 22,289 tweets Time: Jun-01-2015 to Jun-10-2015 28
  29. 29. Webinar TNS : The future of tracking © TNS 24 Settembre 2015 C.Colombo - W.Caccia Overall conversation footprint & top 10 Communities 1,985 Barcelona Fans 905 Juventus Fans 676 Sport Parody Followers 574 Other Italian Clubs Fans 573 Experts 511 Footballers Fans 460 News Addicted 403 Champions Followers 341 Streaming Audience 318 Youtubers Sources: Twitter - n: 22,289 tweets - Time period: Jun-01-2015 to Jun-10-2015 38% 11% 51% Isolated Mention RT Overall conversation *Please Note: This network is a filtered representation of all the interactions between users in our data set, filtered to show only those users with greater than and equal to 10 connections to illustrate the giant core component. That is, the densely connected users. It shows 16.197 users with 13.295 connections between them. Giant component (proportion between connected and isolated accounts):59%. 29
  30. 30. Webinar TNS : The future of tracking © TNS 24 Settembre 2015 C.Colombo - W.Caccia Key takeouts • Richer information • Predictive insights • Granularity and contextualization • Touchpoints performance and optimization
  31. 31. Webinar TNS : The future of tracking © TNS 24 Settembre 2015 C.Colombo - W.Caccia TNS | Via Bolama, 11/3-13 – 20126 Milano | 02.27.07.21 | www.tns-global.it Cristina Colombo Cristina.colombo@tnsglobal.com Walter Caccia Walter.caccia@tnsglobal.com 31

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