insight innovation challenge: omni-channel & real-time experience tracking by fiona blades of...
DESCRIPTION
How can I activate consumer relationships if I can’t see all of the touchpoints of brand exposure in a single place?” Fiona will speak about how tracking consumers’ experiences in real-time is now a viable technique that gives clients powerful, actionable insights for omni-channel media measurement, a longstanding challenge for researchers and clients. Advances in technology, and the willingness to challenge receive wisdom, mean researchers can now track emotional responses and evaluate touchpoints in real-world context. This is one where consumers experience multiple touchpoints, for multiple brands, both above and below the line, and where brand perceptions are built on these complex interactions. As a result brands can now evaluate previously hard-to-reach campaigns and questions, like experiential touchpoints, word-of-mouth, product launches, and path-to-purchase in store. Tracking experiences rather than spend has helped brands optimize their spend and strategy, and addresses both marketing and strategic questions. About MESH Planning MESH is the experience agency. We specialise in understanding people’s experiences – with brands, within categories, and across their behaviours. We believe that if you understand the experiences people have, you know why they behave as they do. MESH provides clients with smarter and faster data into how consumers are responding to their brands, and therefore, how marketing spend and activity can be better deployed. We start by understanding the impact experiences have on people and how these drive behaviour and purchase. MESH uses a blend of approaches, including Real-time Experience Tracking (RET) and Customer Network Exploration.TRANSCRIPT
Omni Channel and Real-time Experience Tracking
© MESH Planning 2013 | The Experience Agency | www.meshplanning.com
Presented by Fiona BladesJune 19th 2013
|
Half the money I spend on
advertising is wasted; the trouble
is I don't know which half.
John Wanamaker
1838
|
Challenge 10
www.meshplanning.com 3
“How can I activate consumer relationships if I
can’t see all of the touchpoints of brand exposure in a single
place?
MR Client
2013
|
We believe that Experiences CREATE brands
“People build brands like birds build nests, from scraps and straws they chance upon.”Jeremy Bullmore
www.meshplanning.com 4
|www.meshplanning.com 5
These experiences DRIVE brand metrics
Traditional Tracking looks at how image
drives consideration
Real-time Experience Tracking allows us to identify which experiences are specifically driving brand health metrics
|
2006
www.meshplanning.com 6
TXT
|www.meshplanning.com 7
PurchaseJourney
Banner ads
Brand’s own Website
Review sites
Purchasing
Visiting
Communications
Lifestyle /Experiential
Advertising
Sponsorship
Product Placement
Advertising
Reviews
Seeing in newspapers/ magazines
Public Transport
Billboard campaigns
Local Press
TV
Social Media
National Press
Seeing others
consuming
Me Consuming
Colleagues
Friends
Family
Friends comments
Facebook page
Retailer’s website
|www.meshplanning.com 8
WE INVITE PARTICIPANTS TO BE OUR EYES AND EARS IN YOUR CATEGORY
ONLINE REAL-TIME ONLINE
|www.meshplanning.com 9
Text us whenever you see, hear or experience anything to do with the following brands…
BRAND: A)Nescafé B)Kenco C)Douwe Egbert’s D)Maxwell House E)Carte Noire F)Rappor G)Other
OCCASION: A)TV B)In store C)In a café/restaurant D)Me drinking E)Someone else drinking F)Sponsorship G)Poster/Billboard H)Newspaper I)Magazine J)Online K)Radio L)Conversation M)Cinema N)Other
FEELING: 5)Very positive 4)Fairly positive 3)Neutral 2)Fairly negative 1)Very Negative
CHOICE: 5)Much more likely to choose 4)Slightly more likely to choose 3)No difference 2)Slightly less likely to choose 1) Much less likely to choose
|
Imagine you saw Nescafe In store…
www.meshplanning.com 10
…YOU WOULD TEXT:
a 5i 5CHOICE:
5) Much more likely to choose
4) Slightly more likely to choose
3) No change
2) Slightly less likely to choose
1) Much less likely to choose
ENGAGEMENT:
5) Very positive
4) Fairly positive
3) Neutral
2) Fairly negative
1) Very negative BRAND:a) Nescafé
b) Kenco
c) Douwe Egbert’s
d) Maxwell House
e) Carte Noire
f) Rappor
g) Other
OCCASION:
a) TV
b) Magazine
c) In a café/restaurant
d) Me drinking
e) Someone else drinking
f) Sponsorship
g) Poster/Billboard
h) Newspaper
i) In Store
j) Online
k) Radio
l) Conversation
m) Cinema
n) Other
Which brand was it?
Where did you experience it?
How likely did it make you to choose the brand next time?
How did it make you feel?
|
Now tell us more in an online diary…
11
Wednesday 7th February 2012, 11:54
Wednesday 7th February 2012, 10:22
Tuesday 6th February 2012, 18:46
Tuesday 6th February 2012, 13:05
Tuesday 6th February 2012, 08:38
Nescafé, In store, Very Positive, Much More Likely to Choose
Maxwell House, Conversation, Very Negative, Much Less Likely to Choose
Kenco, TV, Fairly Positive, Slightly More Likely to Choose
Nescafé, In store, Fairly Positive, Slightly more likely to Choose
Other, Mailing/Leaflet, Slightly Negative, No change
Wednesday 7th February 2012, 11:54
Nescafé
In store
Very positive
Much more likely to choose
Saw a display for new product packaging. There was also some information about wellness, which made me want to find out more from the website.
End of aisle display
19/12/2012, 11:54
www.meshplanning.com
|
Nescafé
In store
Very positive
Much more likely to choose
Saw a display for new product packaging. There was also some information about wellness, which made me want to find out more from the website.
End of aisle display
07/02/2012, 11:54
…where we can tailor the detailed questions
www.meshplanning.com 12
End of aisle display
Product on shelf
In store poster
Product sampling
Leaflet
Other
Saw a display for new product packaging. There was also some information
about wellness, which made me want to find out
more from the website.
TV
Poster/Billboard
Radio
Online/Mobile
Cinema
Newspaper
Magazine
In store
|
Emotional responses to these experiences need to be captured in real-time
www.meshplanning.com 13
“Because emotions are transient and rapidly changing, the acquisition of accurate data about them is almost completely beyond the scope of retrospective methods. ”- Dr Andy Wells, psychologist, LSE
|
RET answers difficult business questions
www.meshplanning.com 14
“How can I see the impact of new experiential
touchpoints for Gatorade relaunch in Mexico?
PepsiCo
“How can I understand where to invest in path to
purchase for LG in the USA
LG
“How can I optimize a major launch of Schick
Hydro in Germany
Energizer
|
Multi-Media Campaign for Energizer launch
Sep Oct Nov Dec Jan Feb
Targeted Boost Targeted Boost
TV
Press
Online
OOH
Fieldwork Fieldwork
|
Business Impact
www.meshplanning.com 16
“As a result, the campaign achieved greater impact with lower spending. Energizer executives calculated that the new measures
led to a threefold improvement in advertising cost-effectiveness and increased Energizer’s revenue in the razor category by
10% in less than four months.”
- Harvard Business Review, September 2012Better Customer Insight – in Real-Time
|
Proven success
www.meshplanning.com 17
“New tool radically improves marketing research”- Harvard Business Review, September 2012Better Customer Insight – in Real-Time