09 40 joris de bruyne - insight...
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JorisDeBruyneFebruary2017
IIEX2017:Learnings&FutureOpportunitiesWithOnlineNeuro/Behavioural Insight
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AboutEyeSee
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What EyeSeeisaresearchtechfirm,whichcommitstoprovideinsightinmarketingcommunicationsinascalable,fast,costeffectiveandunderstandableway.
Uniqueness EyeSeedevelopedauniqueplatform totrackpeoples’eyes&facialexpressionswiththeirlaptopandwebcamathome.
Who/Where• Multi-disciplinaryteamoftopacademics,experiencedresearchers&entrepreneurs• Based inGhent(BE),NewYork(US)andBelgrade(SB)• Variousawards
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2016
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1.1.Background&challenge:Dobrandedemojisaffectattentionadsgeton?
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Brands’usageofemojisonTwitter:
Brandscandesigncustombrandedemojisthataretriggeredwhenaspecifichashtagisusedbackground
question
fact
Cancampaignswithbrandedemojis superchargevideoadsanddriveearnedmedia?
461%YOYincrease
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1.2.Theconductedresearch:Testingimages,textandvideoonfeed
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respondents
Solidrespondent
base
stimuli
TwitterfeedwithadswithandwithoutbrandedEmojismultiplebrands
methodology
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Video
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1.3.Learnings:BrandedemojisHYPERCHARGEads’performance
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1) EyeSeeresearch,20162) TwitterInternalData,20163) TwitterInsidersUK,2016
Source:https://marketing.twitter.com/na/en/insights/best-practices-for-supercharging-campaigns-with-branded-emojis.html
Emotionalconnectionvideoads1
6xincrease
Medianamountgeneratedbyearnedmedia
+5.3Mearnedmediaimpressions
Comparedtotheearnedmediabaseline2
420%increase
Discoveringandusing
newemojis3
80%enjoy
Amountofattention
adsreceive1
10%increase
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2.1.Background&challenge:HowtoHYPERCHARGEpredictabilityofvirality ofonlinevideos?
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background
question
fact
Althoughbillionsareinvestedinonlinevideoadvertising,anaccuratemethodologyforpredictingwhetheranonlinevideoadwillachieveitsviralobjectiveonsocialmediahasnotyetbeendeveloped.
Can facialcodingand/orsurveypredicttheviraleffectofonlinecommercials?Whattheirimpactisonsales?
AccuracyofEyeSee’s facialcodinginsightsaveragesto91%
Correlationofrealandmeasuredemotions 91%
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2.2.Theconductedresearch:Internalstudy- onlinecommercialsgettingviral
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respondents
N=1539
stimuli
52onlinecommercialsclassifiedbyvirality
1best- and1least-performing
methodology
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Video
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2.3.Learnings:Facialcodingisapredictoroffuturevirality ofvideos
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Facialcoding:explainingvirality
23%ofvirality
Survey:Non-relaxingcommercialshavethe
highestchancetogetviral
non-relaxing
Whenrespondentsare happy,butnotconfused
the commercialisbeingremembered
happybutnotconfused
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3.1.Background&challenge:Whichplanogramtoimplementafterandmerger?
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$107billionworthmergeroftwobeergiantsABInBev andSABMillermadethethirdlargestmergerinhistory,background
question CanthismergerincreasesalesinUSAsignificantly?Howcanitwinmoreshoppersatthemomentoftruth?(planogramoptimization)Howwillmarketsharesandcategorygrowthlooklikefordifferentplanogramdecisions?
fact
%whichdonotmaintainrevenuegrowth
63…
Totalmergers
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3.2.Theconductedresearch:Definingthemostprosperousplanogramoptionafterthemerger
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Planogram2:ABInBevdominant
Planogram3:MillerCoorsdominant
Planogram1:Asis
N=900respondents
stimuli
methodology Shoppersconductedavirtualshoppingtripandclickedontheproductstheywanttobuy
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Video
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3.3.Learnings:ABInBev dominantplano isbestperformingforTOMORROW'ssales
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PeradditionalfacingABInBev sells3xmoreadditionalproductsthanSABMiller
3xsales
ABInBev dominantscenariogrowsthecategorysales
2%categorygrowth
SABMillerdominantscenariodecreasesthe
categorysales
-8%categorygrowth
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2017
1.Todayvs.TOMORROW:Mobile&otherdimensions
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Understandingtheomnishopper
Consumerbehaviour atthePOSwhileusingthemobile
Possibilitiestoconnectthedots:• Geolocation• Behaviour:before/after(browsing,apps,…)• Nearfuture:connectaFitBit e.g.
understandtriggerslikehearbeat
thekey:strongENGAGEMENTwiththeconsumer
2.Todayvs.TOMORROW:DigitalembeddedatthePOSasadriverofconsumerengagement
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traditionalPOS+digitalscreen/content+productdisplay
Pretestingofintegratedconcepts
Measuringlivetheimpactofacampaign
Standout,explore,ENGAGE,CONVERT
3.Todayvs.TOMORROW:UnderstandingnewwaysofCONVERTINGsales
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3.Todayvs.TOMORROW:Reinventingdatacollectionprocess&HYPERCHARGINGsales
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“transactional”:sensors,cameras visibility,emotion,learn&respond
35%
70%
90%
50%
75%
20%
datatoday tomorrow
Ourclients
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Onlinebehavioralinsights
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OlivierTilleuilPartnerUSA
JorisDeBruynePartnerEU