Omni Channel and Real-time Experience Tracking

Transcription

1 Omni Channel and Real-time Experience Tracking Presented by Fiona Blades June 19 th 2013 MESH Planning 2013 The Experience Agency

2 1838 Half the money I spend on advertising is wasted; the trouble is I don't know which half. John Wanamaker

3 Challenge How can I activate consumer relationships if I can t see all of the touchpoints of brand exposure in a single place? MR Client 3

4 We believe that Experiences CREATE brands People build brands like birds build nests, from scraps and straws they chance upon. Jeremy Bullmore 4

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 5

6 2006 TXT 6

7 Purchase Journey Brand s own Website Banner ads Review sites Retailer s website Communications Sponsorship Advertising Product Placement Visiting Purchasing Reviews Advertising Seeing in newspapers/ magazines Friends comments Twitter Facebook page Friends Colleagues Family TV Local Press Social Media National Press Billboard campaigns Public Transport Lifestyle / Experiential Me Consuming Seeing others consuming 7

8 WE INVITE PARTICIPANTS TO BE OUR EYES AND EARS IN YOUR CATEGORY ONLINE REAL-TIME ONLINE 8

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 9

10 Imagine you saw Nescafe In store YOU WOULD TEXT: Where did you experience it? How did it make you feel? a i 55 Which brand was it? BRAND: a) Nescafé b) Kenco c) Douwe Egbert s d) Maxwell House 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 ENGAGEMENT: 5) Very positive 4) Fairly positive 3) Neutral 2) Fairly negative 1) Very negative How likely did it make you to choose the brand next time? e) Carte Noire f) Rappor g) Other j) Online k) Radio l) Conversation m) Cinema n) Other CHOICE: 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 10

11 Now tell us more in an online diary Wednesday 7th February 2012, 11:54 Wednesday 7 th February 2012, 11:54 Nescafé, In store, Very Positive, Much More Likely to Choose Wednesday 7 th February 2012, 10:22 Maxwell House, Conversation, Very Negative, Much Less Likely to Choose Tuesday 6 th February 2012, 18:46 Kenco, TV, Fairly Positive, Slightly More Likely to Choose Tuesday 6 th February 2012, 13:05 Nescafé, In store, Fairly Positive, Slightly more likely to Choose Tuesday 6 th February 2012, 08:38 Other, Mailing/Leaflet, Slightly Negative, No change 19/12/2012, 11:54 Nescafé In store End of aisle display 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. 11

12 where we can tailor the detailed questions 07/02/2012, 11:54 Nescafé In store End of aisle display TV Poster/Billboard In store Newspaper Magazine Online/Mobile 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. 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 Product on shelf In store poster Product sampling Leaflet Other 12

13 Emotional responses to these experiences need to be captured in real-time 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 13

14 RET answers difficult business questions How can I see the impact of new experiential touchpoints for Gatorade relaunch in Mexico? How can I understand where to invest in path to purchase for LG in the USA How can I optimize a major launch of Schick Hydro in Germany 14

15 Multi-Media Campaign for Energizer launch Sep Oct Nov Dec Jan Feb TV Press Online OOH Targeted Boost Targeted Boost Fieldwork Fieldwork

16 Business Impact 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 2012 Better Customer Insight in Real-Time 16

17 Proven success New tool radically improves marketing research - Harvard Business Review, September 2012 Better Customer Insight in Real-Time 17