A Presenta*on from Big Data 22 February 2013 Online Anthropology, A New Approach To Advocacy Management All copyright owned by The Future Place and the presenters of the material For more informa:on about NewMR events visit NewMR.org David Rabjohns MOTIVEQUEST LLC
1. APresenta*onfrom BigData 22February2013 Online Anthropology,
A New Approach To Advocacy Management
AllcopyrightownedbyTheFuturePlaceandthepresentersofthematerial
Formoreinforma:onaboutNewMReventsvisitNewMR.org DavidRabjohns
MOTIVEQUESTLLC
2. David Rabjohns, MotiveQuest, USA Big Data, 22 February 2013
NewMR Big Data Event February 22nd 2013
3. David Rabjohns, MotiveQuest, USA Big Data, 22 February 2013
MOTIVEQUEST IS A NEXT GENERATION RESEARCH COMPANY Applying the
techniques of research to big social data
4. David Rabjohns, MotiveQuest, USA Big Data, 22 February 2013
OUR CLIENTS ARE LOOKING TO SOLVE BUSINESS CHALLENGES We help them
using the disciplines of market research applied to big data.
CELLULAR FINANCIAL AUTOMOTIVE RETAIL/CONSUMER PHARMACEUTICAL
TECHNOLOGY FOOD/DRINK PACKAGED GOODS Gold Award In New Research
Category 2009 Jay Chiat Planning Awards Gold Award for Measurement
2011 WOMMA WOMMY Awards Silver Award In Consumer Electronics 2012
David Ogilvy Awards
5. David Rabjohns, MotiveQuest, USA Big Data, 22 February 2013
BREADTH METHODOLOGY ORGANIZATION ACCURACY ASSOCIATIONS CLUSTERS
TRENDS CORRELATIONS MOTIVATIONS COHORTS
BETTERSAMPLEDATA+SMARTERSOFTWARE+EXPERTSTRATEGISTS
BALANCEOFLOGIC& INTUITION PATTERNRECOGNITION CREATIVEEXPERIMENT
DESIGN PERSISTENCE& STUBBORNNESS OUR APPROACH Custom collected
data, unique tools, and expert strategists who turn data into
insights
6. David Rabjohns, MotiveQuest, USA Big Data, 22 February 2013
Activating Advocacy
7. David Rabjohns, MotiveQuest, USA Big Data, 22 February 2013
IN THE NEW WORLD BRAND ADVOCACY IS THE KEY METRIC Our approach
helps identify it, measure it and understand it SalesMarketing
Problems
8. David Rabjohns, MotiveQuest, USA Big Data, 22 February 2013
In 2009 Sprint was losing customers at a quicker rate than AT&T
and Verizon and gaining less
9. David Rabjohns, MotiveQuest, USA Big Data, 22 February 2013
Unique methodology
10. David Rabjohns, MotiveQuest, USA Big Data, 22 February 2013
Models and features where the biggest reason to leave CARRIER
SWITCHING TOPICS SENTIMENT MATRIX: 6/1/2008 5/31/2009
11. David Rabjohns, MotiveQuest, USA Big Data, 22 February 2013
Service was the biggest reason to stay Advocatepassion
12. David Rabjohns, MotiveQuest, USA Big Data, 22 February 2013
Date: 1/19/2009 Subject: G1 love I was swooning over an iphone a
few months back and its siren song almost seduced me. but I have
been loyal to Tmobile and they have treated me well[and] didnt want
to desert them for AT&T. So I held off and waited for them to
release the G1 and I have to say, I am so happy I didNot as flashy
as the iphone, but just as cool. Source:
http://www.howardforums.com
13. David Rabjohns, MotiveQuest, USA Big Data, 22 February 2013
Sprint was disadvantaged in all three
14. David Rabjohns, MotiveQuest, USA Big Data, 22 February 2013
Sprint had less immediate control on the reasons to switch Less
carrier control Switching Better models Better features Better
coverage Reasons discussed for switching
15. David Rabjohns, MotiveQuest, USA Big Data, 22 February 2013
So we focused on the key reason to stay Less carrier control Focus
area Switching Better models Better features Better coverage
Reasons discussed for switching Staying Good customer service Good
coverage Good models Brand advocacy
16. David Rabjohns, MotiveQuest, USA Big Data, 22 February 2013
AUTOMOTIVE TELCO RETAIL FINANCIAL TRAVEL AUTO
17. David Rabjohns, MotiveQuest, USA Big Data, 22 February 2013
Service satisfaction drivers
18. David Rabjohns, MotiveQuest, USA Big Data, 22 February 2013
The solution went far beyond communications
19. David Rabjohns, MotiveQuest, USA Big Data, 22 February 2013
Savedornewusers: 2.31m1 Av.Revenueperuser $582 IncrementalRevenue
$133.98m
20. David Rabjohns, MotiveQuest, USA Big Data, 22 February 2013
Source: Sprint Customer Service, 2/1/2010 - 9/30/2010 TRACKING:
After the initial engagement we track progress every quarter.
-23.1% 15.0% 24.6% 19.0% 25.1% 112.7% -27.2%
21. David Rabjohns, MotiveQuest, USA Big Data, 22 February 2013
Q&A RayPoynter VisionCri:calUniversity DavidRabjohns
Mo:veQuest
22. David Rabjohns, MotiveQuest, USA Big Data, 22 February 2013
David Rabjohns CEO, MotiveQuest [email protected] Twitter:
#motivequest Blog: http://www.motivequest.com/blog/ Slideshare:
http://www.slideshare.net/motivequest Facebook:
http://www.facebook.com/MotiveQuest