festival of media 2011 - daniel king - compete

8/6/2019 Festival of Media 2011 - Daniel King - Compete

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COLLECTING DATA

CONNECTING DATA

by Daniel King

Managing Director, Compete, UK & France


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Kantaris leadingthe charge from collectingto connecting insights

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Strategy

Reach

Brand

Behaviour

Momentum


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Online media planning and measurement

Search marketing performance

Customer satisfaction and loyalty

Competitive tracking and benchmarking

Advertising and promotion effectiveness

Shopper quality and brand consideration

Website effectiveness

Customer segmentation and targeting

SYNDICATED INDUSTRY

REPORTS

MEDIA PLANNING &

MEASUREMENT TOOLS

PROPRIETARY DIGITAL

RESEARCH

ABOUT COMPETEPRODUCTS FOR BRANDS, ADVERTISING AGENCIES AND MEDIA COMPANIES

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WERE NOT JUST SPECTATORSWE ARE ON THE PITCH, PLAYING THE GAME, AND GOING THROUGH THE SAME THINGS AS CLIENTS

Building a freemium-baseddigital business

Running an AdAgeTop 10 blog

Creating aworthwhile socialmedia presence

+ +

Building the officialapp of the Compete

Digital CMOSummit, 2011

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#8


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WHEREWE ARE, AND WHEREWERE GOING.......

Marketing has never been more exciting than now, the aftermath of threegame-changing innovations: the rise of the Internet, social media and,most recently, mobile.

To keep pace, brands have become more adept at collecting information.But, as we move forward, in order to succeed, marketers must move fromcollection to connection.

The next wave of digital innovation will come from connecting insightsderived from several sets of metrics across the digital landscape.Companies will learn from the early leaders, other brands and theircompetition to form their own customized paths to success.

Brands that find these connections will be able to navigate the new digitaleconomy winning the hearts, minds and wallet-share of todays connectedconsumers.

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o Who is our target, exactly?o How do we engage her?o What are her product needs?o Is our message right?

o What media does she use?o Are competitors reaching her?o Are we doing it efficiently?

o What does she think of us?o How do we compare to others?o Is she likely to switch?

o Did she visit, click, buy?o What path did she take?

o How does online drive offline sales?

o How does she talk about us to others?o How do we enforce loyalty?o How can we dialogue and listen?

Strategy

Reach

Brand

Behaviour

Momentum

QUESTIONSWE CAN ANSWER

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Whatdata can we connect?

Competitor

Insights

Media

Spend

Mobile

Behavior

Online

Purchases

Search

Behaviors

Online

Media

Social

Media

Web-wide

Behaviors

Auto

Purchases

Pharma

Behavior

Retail

Transactions

Offline

Media

Household

Profiles

Web

AnalyticsOnline

Profiles

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8/17

Strategy

Reach

Brand

Behaviour

Momentum

Clients needaunifying frameworkto

make all ofthis data useful

Awareness

Consideration

Relevance

FavorabilityImage Attributes

PreferencePurchase Intent

Sentiment

Search

Click

VisitTime Spent

Download

Addto Cart Purchase

BookmarkLink Rate

Friend Fan

Page ViewsImpressions

Uniques Bounce Rate

SearchRanking

Search Share

Demographics

Reach/Frequency

GRPs

Loyalty

Cross-Sell/Upsell

ViralComment/Post

Buzz Pass Along

Tweet/Re-TweetEarnedMedia

Touchpoint SelectionCreative

MarketMix Models

Segmentations

Media Planning

Product Extensions

Pre-Test

Optimize

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Real-world cases ofKantar connecting

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10/17

Mappingthe consumer journey

Identifying the role of branded websites on the purchase path

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Compete worked with an athletic footwear

brand to understand how to boost sales on

their brand website. To achieve this objective,

Compete set out to trace the overall path-to-

purchase for the category / brand:

How many shoppers are in-market?

What percent of purchases are madeonline vs. offline?

What online / offline channels are engaged

through the research / purchase processand when?

What are the barriers to online purchaseand on brand websites?


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Attitudinal research found that brand websites play an important role inthe research but not purchase phase of process

PRIMARY reason visited a brand website

To

see/compare

the full line of

Client

footwear

To find

information

about a

specific

footwear

model

To compare

prices

To customize

my own

footwear

To purchase

footwear

from the site

I wanted to try and find the

footwear at a better price

The site didnt offer

free shipping

The footwear I wanted wasnt

available on the site

I wanted the footwear

immediately

I wanted to try the shoes on

before I purchased them

The site didnt offer free

return shipping

The site was too confusing or did

not let me purchase

PRIMARY reason chose NOT to purchase athleticfootwear on brand website

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Connectingattitudes andbehaviour todetermine action

Purchase Path Share After FirstBrandWebsite VisitShare of paths leading to conversion one week after initial visit to Client

- Brand website - Department Stores - Competitors - Pure Plays - Retailers

35%

6%

6%

4%

37%

To increase brand website

conversion:

Client used onsite tools and

promotions to website stay top of

mind during the purchase/research

window and create an incentive to

re-visit

Adopted attractive online retailer

practices by lowering threshold for

receiving free shipping, and offer

free return shipping


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Quantifyingthe impactofonline display campaigns

On behalf of a large beverage manufacturer,

Compete set out to understand the influence of a

$4MM campaign on the consumer:

Herawareness of the online branding initiative

and ensuing perceptions and attitudes

toward the brand;

Heronline behaviors post-campaign

exposure, including engagement with the

brand-owned media, brand-sponsored social

media, and online searches for the brandscontent;

Heroffline purchase of the brand.

Over $20bn is spent on online display advertising globally, but the majority of

advertisers have little insight into the Return on Investment of their ad spend

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Establishingaholistic picture of campaign impact

Who she is

Majority of those exposed to the

campaign were in the target age

group of 18-24

What she thinks

Shes 40% more likely to express

knowledge of the online

campaigns core messaging

Campaign fits her perception of

the brand and reinforces key

image attributes, like corporate

responsibility

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Heronline behaviour

Shes significantly more likely to: Visit the brand website Visit the campaign sponsorship

site Visit earned media content on

Facebook / Twitter Engage in search for the brand

What she buys

Campaign reinforced brand

loyalty, prompting existing brand

users to purchase the brand more

often

Online campaign resulted in a short-term ROI of $2.62 per $ spent


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What Does itMeantoMe?

DigitalEfficiency in DataCollection

A true answer to theClients question of,How we can dothings cheaper /faster / better

ConnectingTraditional Questions:Online to Offline

Behavior

New revenue streamsfrom evolving clientmarketing andadvertising campaigns

Simplicity

Less data, moreconnected insights,

stronger digital

intelligence, deeper

understanding,

growth of business

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What Does itMeantomyClients?

CONNECTING DATA: NOT JUST COLLECTING

LEADING DIGITAL ASSETS FOR GLOBAL COVERAGE

TRADITIONAL AND DIGITAL: BRIDGING GAPS

ONLINE BEHAVIOR TO OFFLINE PURCHASE,

SIMPLIFY TURBULENT LANDSCAPE FOR CLIENTS

SIMPLE, EFFECTIVE, ANSWERS

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Thank YouDaniel KingManaging Director, UK & [email protected]

festival of media 2011 - daniel king - compete

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