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Faster, lighter, brighter
Real-time insights to answer real world questions
Philip LynchKantar Media News Intelligence
2© 2014 Kantar Media
Today’s Session
This man talks about how the demand for information is moving to real time. How can we deliver rapid insights to manage campaigns and to improve impact?
Then…
We talk together about the pressures of managing communications in real time, and how faster data can support decision making.
Philip Lynch – Director of Media Evaluation
Works For: Diageo, Unilever, IOC, GSK, Airbus Group
3© 2014 Kantar Media
Today’s Session
Faster – at the same speed as the conversation. Deliver insights to optimise campaigns, not to audit them.
Brighter – illuminate outcomes. Make recommendations clear and actionable.
Lighter – targeted data. Make the focus of analysis relevant to the question.
4© 2014 Kantar Media
A New Journey Into Media Analysis
5© 2014 Kantar Media
What is the most important indicator for a new movie?
The opening weekend box office $
Could media data help film studios run better release campaigns?
We think so
Pressure to get it right must be huge?
Absolutely
This is our take on a movie’s opening weekend – with faster, lighter research
6© 2014 Kantar Media
Decisions linked to success of WOM
Does the movie need more or less advertising support?
Investment in which media platforms delivers the best uplift in awareness?
Do potential new audiences become real new audiences?
7© 2013 Kantar Media
Real time analysis of the power of word of mouth
209k Twitter posts
Google Search Data
$80M of ad spend
1200+ features in newspapers and magazines
18k Foursquare Check-ins
Segmentation of consumers who would see the movie, or had seen
the movie
8© 2014 Kantar Media
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Earned Media Ad Spend
Star Date 17 May 2013: Advertising investment reaches a peak immediately before the opening weekend, as ads saturate the national networks.
The grey line shows earned media publicity arriving in force, just ahead of opening weekend.
9© 2013 Kantar Media
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Google Search Earned Media Social Buzz Ad Spend
Now we take the advertising and PR and add a third dimension – the buzz in social media. The yellow line shows a high level of social amplification – let’s find out if this is genuine interest in seeing the movie...
10© 2014 Kantar Media
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Going to See Social Buzz
We isolate all expressions of intention to see the movie and there is a very strong correlation with overall trends in buzz.
Let’s measure how intention becomes action...
11© 2014 Kantar Media
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Going to See Foursquare checkins
The green line measures check-ins made on foursquare once the audience is at the cinema.
12© 2013 Kantar Media
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Foursquare checkins I Saw
So, the audience has checked in and watches the movie. This crowd is now our post-exposure group. As the credits roll, they reach for their iPhones. They are about to give a big collective thumbs up, or thumbs down. Let’s see the verdict...
13© 2013 Kantar Media
“I have seen...”
Negative
“I have seen...” Positive
“I’m going to see...” Neutral
14© 2013 Kantar Media
• 250% uplift in buzz
• Viewers x3 more likely to post a comment after the show
• Four out of every five recommendations positive
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Google Search Going to See I SawPositive Negative
Post-Exposure
15© 2013 Kantar Media
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Google Search Going to See I Saw
• 250% uplift in buzz
• Viewers x3 more likely to post a comment after the show
• Four out of every five recommendations positive
Positive Negative
Post-Exposure
16© 2014 Kantar Media
• Amplification of Awareness and Recommendation
• Intention to see the movie
• Search demand for reviews
• Strong Supply of Positive Reviews and Recommendation
• Strong Social Impact
Large number of Sources (Amplification 250%)
Strength of Message (84% Positive)
Immediacy (Real time review updates)
WOM Outcomes
17© 2014 Kantar Media
You can measure this stuff without breaking the bank
Define your objective
Keep data selection relevant to your objective
Focus your analysis on elements you can change
“Marketers want a full picture of what’s really
happening to their brand, right now. And they want
to know in time to do something about it.”
Kirk WardTNS
