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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
Global Marketing Natalie Kortum
What impact is marketing having on Brand in comparison to other drivers?
Global Marketing
BRAND? Natalie Kortum
Global Marketing Natalie Kortum
Global Marketing
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
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
What is ?
Global Marketing
What do you mean by Brand?
Net Promoter Score
Natalie Kortum
Global Marketing
8 http://www.kpua.net/images/2006hoolaulea/crowd2_full.jpg
Natalie Kortum
Global Marketing
>25k Dell conversations
everyday
How?
Aggregate -> Brand
• Daily
• Customer selected topics
• Deep dives possible
Natalie Kortum
Global Marketing
Introducing SNAP Social Net Advocacy Pulse
Aggregated Metric
Drill-down and Uncover insights
Targeted Listening
Natalie Kortum
Global Marketing
SNAP: How does it work?
Aggregate Enrich Collate Deliver
Natalie Kortum
Global Marketing
What do you mean by Brand?
Net Promoter Score
Natalie Kortum
Global Marketing
73 73
0
10
20
30
40
50
60
70
80
Amazon Google
Natalie Kortum
2008 NPS Scores 2008 Interbrand Rankings
Global Marketing
Sample Data
Natalie Kortum
Week
Bra
nd
Valu
e
Global Marketing Natalie Kortum
Just select one and go with it…
Global Marketing Natalie Kortum
Global Marketing Natalie Kortum
Global Marketing
Inconsistency
Natalie Kortum
+ Multiple valid
measurements
Combine to one metric
Global Marketing
Bringing the variables together… To find the elusive brand equity
Natalie Kortum
Global Marketing Natalie Kortum
400 Levers representing the business -> Revenue & Brand
Product Innovation
Ship Commit Accuracy
Marketing Spend
Sales Investments
Support Satisfaction
Pricing
Product Quality
Global Marketing
400 variables considered representing all business levers
21 Natalie Kortum
Global Marketing
Human Brain Network
22 Natalie Kortum
Global Marketing
Starting Brand Level
*Numbers for illustrative purposes; not actual Dell figures
Ending Brand Level
Explaining the Changes in Brand
Natalie Kortum
Global Marketing 24 Confidential 3/25/2013
Questions?
Natalie Kortum
Thank You
Natalie Kortum marketingmathgirl.com For more information on Dell’s Social Media Services:
Please visit: www.dell.com/socialmediaservices
Or email: [email protected] (Dir. Social Services Sales)
and/or [email protected]
