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2016, DVJ Insights
Unleashing Data excellence
Growth is the most important KPI when determining marketing success for many Cmo’s
How do you find the drivers for growth? What is the best way to influence these drivers? Which data should be used to find this path?
Many of the available tools and methods are only able to solve small pieces of the puzzle
We have developed a stepwise approach that is based upon experience and scientific knowledge
1
2
Determining a measure for all contacts with a brand
Integration of all relevant sources
That is why we advise to make use of the following steps
3 Determine what relationships there are between the sources
Determine how many contacts are needed to be effective
4
Predicting potential effects for the new plan
5
6
Define the audience and find drivers for growth
1
2
Determining a measure for all contacts with a brand
Integration of all relevant sources
Step 1
3 Determine what relationships there are between the sources
Determine how many contacts are needed to be effective
4
Predicting potential effects for the new plan
5
6
Define the audience and find drivers for growth
Buying behavior: Marketers mainly focus on the smaller buying segments
Byron Sharp (2012): “Acquisition is vital for growth and maintenance. Reaching all buyers is vital, especially light, occasional buyers of the brand.”
Storytelling: to unlock drivers and motives of all audiences
• Integration of storytelling and Free associations • We were able to classify people and understand motives
De Pelsmacker & Van Kenhove (2012): “To understand the real motives and drivers we have
to look beyond a standardized set of statement and measures”
• The first step in the research process was to ask people to share a story on the process they follow last time they …
• We did this by asking people to describe their last day out.
Sharing a story
My story is about:
Story Marking
To understand the drivers in the journey we worked with a series of story markers to see which aspects were important for buying a product.
• We asked people to mark the words that represented the crucial stage in their journey.
• This will be compared with the results of the next exercise
Marking of important stages
Understanding drivers for growth by using storytelling
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Based upon the drivers of the category and actual behavior we are able to determine the path to growth
CORE
Brand most used
SWITCH
High usage of category and low usage of
brand
REJECT
Never consumes Brand
POTENTIAL
High usage of category and no usage of brand
MODERATE
Low usage of category and low usage of
brand
The core group are those that state that they often eat Brand
brand. These are loyal to brand.
The switch group are those that eat category (very) often. This group also eats Brand brand
but states that they mostly use other
brands.
The potential group are those that eat category
(very) often but no brand.
The moderate group are those that use little
category and have a low usage of Brand brand
(once a (half) year)
The reject group are those that never use
brand
1
2
Determining a measure for all contacts with a brand
Integration of all relevant sources
Step 2
3 Determine what relationships there are between the sources
Determine how many contacts are needed to be effective
4
Predicting potential effects for the new plan
5
6
Define the audience and find drivers for growth
Integration of all relevant data
Mind:
Tracking research that gives an overview of the brand funnel of the Efteling. Here fore, we used 2.5 years of historic data
Media:
- TV (GRP’s per week) - Radio (GRP’s per week) - Out of home (contacts per period) - Print (contacts per week) - Digital newsletter (contacts per week) - Online search (contacts per period) - Facebook (contacts per week) - Cinema (contacts per period)
Behavior:
- Bookings - Visitors - Online Sales
Intent:
- Facebook Engagement - Website visits:
• Total • Homepage • Park • Accommodation • Tickets
1
2
Determining a measure for all contacts with a brand
Integration of all relevant sources
Step 3
3 Determine what relationships there are between the sources
Determine how many contacts are needed to be effective
4
Predicting potential effects for the new plan
5
6
Define the audience and find drivers for growth
Searching for relationships in the data with the help of “multi attribution modelling”
Effect
Time
Time Lines
Media investments
The KPI’s that play a role in the influence of the number of visitors differs per the region
Visitors park
Website visits
Awareness
Facebook visits
Attitude
Consideration
Preference
Advocacy
Associations
An important question was which KPI had the most impact on the number of visitors
Website Visits
Visitors park
Awareness
Attitude
Consideration
Preference
Advocacy
Associations
Before the shifting of data
After the shifting of data
Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8 Week 9 Week 10 Week 11 Week 12 Week 13 Week 14 Week 15
Mind Intent Gedrag
Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8 Week 9 Week 10 Week 11 Week 12 Week 13 Week 14 Week 15
Mind Intent Gedrag
“Lagged Effects” are also taken into account in the time
Creating a very clear view of the customer journey
Visit
Online booking
Orientation on the visit itself
Facebook orientation
Orientation on a day trip
Reminisce
Reminisce
1
2
Determining a measure for all contacts with a brand
Integration of all relevant sources
Step 4
3 Determine what relationships there are between the sources
Determine how many contacts are needed to be effective
4
Predicting potential effects for the new plan
5
6
Define the audience and find drivers for growth
Rps is a new measure that starts with finding all possible contacts
Calculate sum of all contact
… … … …
Reality FACT: Different media contribute in different ways to campaign effects. An exposure to a 60“ ad in the cinema for example, has more impact than a single exposure to display a banner.
Each medium is unique: Not every medium has the same impact- or memorization potential
Each medium is unique: Not every medium has the same impact- or memorization potential
De Pelsmacker, Geuens, & Van den Bergh (2011): “Morgensztern’s beta analysis takes into account that memorization of a message depends on the medium used.”
Media work differently. En even within a medium type there are many different formats
The power of a creation can differ enormously. Keep that in mind
Arguments vs. emotions? Celebrity endorser? Humor? One-sided or two-sided arguments? Angst appeals? Social norm? Likeability? Irritation? Expert? Credibility? Comparison with competition? Heuristics? Mystery ad? Music?
Case study: two leading brands within the same online retail category spend equally as much, but the effects on aided ad recall vary widely
Brand A Brand B
0%
10%
20%
30%
40%
50%
60%
70%
W41 W42 W43 W44 W45 W46
Brand A
Brand B
Reality FACT: If people are confronted with advertisements this week, then chances are that they still remember some of it the following week .
Do people have memories: people do not loose their memory on Monday at 00:01
Effect
Time
Time Lines
Media investments
People have memories: Each brand and category has its own unique decay effect
Tellis, 2009: “There are more than 260 estimates of advertising elasticity carried out in numerous studies using a variety of models and data across many countries, product categories, brands, and time periods.”
Consumers have memories: they remember (parts of) previous campaigns.
Rps is a new measure that provides an overview of all the contacts with a brand
Calculate sum of all contact
Weight each media type to the Beta factor
Take format within mediums
into account
Take the force of the medium into
account
Take the decay effect of the week before
along
based on these principles, the media plan is translated into a Rps line
And the relationship and the strength of the relationship with all KPIs is determined
RPS
Website visits Publicity/acquaintanceship
Facebook visits Attitude
Consideration
Preference
Advocacy
1
2
Determining a measure for all contacts with a brand
Integration of all relevant sources
Step 5
3 Determine what relationships there are between the sources
Determine how many contacts are needed to be effective
4
Predicting potential effects for the new plan
5
6
Define the audience and find drivers for growth
Media-input
Determining the minimum number of contacts that are needed to affect a KPI
Calculation
• Per campaign the correlation between media weight and KPIs is calculated.
• After several campaigns it is visible whether the subsequent correlations rise or fall compared to the previous campaign, and when the correlations flatten.
• In this way, the ideal bandwidth of communication effects can be determined.
This bandwidth analysis makes it possible to determine how high the optimal expenditure should be.
Bandwidth
For each KPI we can then determine the amount of contacts that are needed to be effective
Impact of individual media can be measured by KPIs so that clear choices can be made
TV TV Digital newsletter
Digital
newsletter
Online search Radio
Website visits Consideration
1
2
Determining a measure for all contacts with a brand
Integration of all relevant sources
Step 6
3 Determine what relationships there are between the sources
Determine how many contacts are needed to be effective
4
Predicting potential effects for the new plan
5
6
Define the audience and find drivers for growth
Based on the new media plan, the RPS index is determined during the campaign period.
Especially when the creative power of the campaign is known it is possible to see if the media plan creates enough contacts per week.
Adjustments can be made in the planning to increase effectiveness.
The KPI’s can be used to predict and optimize in advance
Adjusted scenario
Current media plan
Summary: Path towards growth
Using data and research is important in achieving growth! However, • We focus too much on our own groups • We use the wrong techniques to understand growth • We have to see all the relevant data • We must choose a clear KPI that represents growth • We need to involve all the media when doing our analyzes and
make them comparable Based on these insights Efteling developed a growth path, launched a new campaign and optimize their media plan.
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