Innovations in Key Driver Analysis. Dr Frank Buckler
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1 Innovations in Key Driver Analysis Dr Frank Buckler
2 The Issue & Unreasonable Instable results
3
4 u Causation, Not Correlation There is nothing more deceptive than an obvious fact Sherlock Holmes
5 Correlation Analysis doesn t help Is a brand for me Offers the best home audio products It provides excellent customer support Offers the best portable audio products It is a good value for the money It provides software updates so that the speakers get better over time Is a Courageous brand It always has a stable wireless connection It is expensive but worth it It is simple to add more speakers to the system over time Is a Fun brand Is an Exciting brand Easy going Sensitive It provides access to a wide variety of music services and/or internet radio stations Is Relaxed Is a Happy brand It reproduces music with all the detail of the original recording Is changing the home audio listening experience for the better Controlling a speaker or the whole system is easy Approachable It creates an immersive listening experience Is Calm Curious It offers a range of speakers (different sizes, performance levels) to meet all my needs' It has products that fit easily and anywhere in my home It always sounds amazing, rich and crystal clear' Friendly It is easy to set up and install It has a timeless design that will not look out of date in a few years The music sounds unproduced and natural, as the artist would have intended' Is a Hopeful brand Is a Trustworthy brand It has a great looking design It sounds good no matter where I place it in my house Energetic Outgoing Efficient It realistically reproduces TV and movie audio Is a Proud brand Popular It can be controlled from a mobile device Creative It allows me to stream TV sound to multiple speakers throughout my home Inventive It allows me to stream music to multiple speakers throughout my home Can play music from any source I want (Internet music service, direct line-in from phone, Bluetooth Innovative Smart Modern 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% Already a customer Purchase Intention Service
6 v Total, Not Just Direct Effects
7 Cause-Effect-Network (Strongly Simplified) Multiroom Others Others Sound Experience Brand Identification Purchase Intention Software updates
8 w Unexpected Nonlinearities & Interactions
9 Change in Consideration Unexpected Nonlinearities & Interactions The Relax Subsegment Effect with conventional modeling Avg. Effect Relax Emotion Is Relaxed Is a Trustworthy brand Is Calm
10 Process of Universal Structure Modeling and NEUSREL TM -Software Connecting the dots Quantifying connections Understanding connections
11 Sonos Brand Tracker Multi- Room Sound Experience Leader Brand Personality Identification with Brand Purchase Intention Software updates Best Friend Brand Personality Relax Emotion Already SONOS User NEUSREL +33% nonlinearities & interactions +100% indirect Regression effects
12 3-fold statistical validity compared to conventional key driver analysis Indirect +300% v Explanation Power +60% R 2 u Direct w Conventional NEUSREL TM
13 Past ad: Drives awareness only
14 u v w Causation, Not Correlation Total, Not Just Direct Effects. Unexpected Nonlinearities & Interactions
15 MORE CASE STUDIES
16 Skin Cleansing: Brand & Product Strategy Costs feel attractive First Trial Fragrance Advertise d in a shop Enjoyable Lather Brand Equity Regular Use NEUSREL Regression +33% nonlinearities & interactions +100% indirect effects 16
17 Insurance: Creative Strategy Loser Friend Surprise Product explain Family love Relevant Brand Linkage Brand Strength Purchase Consideration Problem Solution Singing Sell Happy NEUSREL +300% nonlinearities & interactions +136% indirect Regression effects
18 Consumer Electronics: Sales promotion strategies +4pt Calls Advocacy + ~500 USD/week Trainings +7pt Recommend First Sales same week + ~700 USD Sales Next month Demo event + ~300 USD/week Assumption based on expert knowledge Sales 2 nd month Sales 3-12 month NEUSREL +33% nonlinearities & interactions +100% indirect Regression effects 18
19 Banking: Cross & Upselling Expertise in Investment, Finance Customer Satisfaction Loyalty WOM Customer Interaction Value Segemnts: Enterpreneur Retired Right channel especially telephone Gross Premiums NEUSREL +33% nonlinearities & interactions +100% indirect Regression effects
20
21 Beer: Brand Positioning Independent factors Unconscious response Conscious response Summary response Attitudes Price Design makes curious Rounded taste Design looks good Brand Equity Purchase Intention New Design Great taste Already a user Implicit hedonism Refreshment Trust NEUSREL +33% nonlinearities & interactions +100% indirect Regression effects 21
22
23 Mobile Carrier: Growth strategy Network Device Changing wireless for the better Price/ Value For people like me Brand Consideration Communication Simplicity NEUSREL +33% nonlinearities & interactions +100% indirect effects Regression 23
24 The Issue & Unreasonable Instable results
25 Reasonable & Gamechanging
26 u v w Causation, Not Correlation Total, Not Just Direct Effects. Unexpected Nonlinearities & Interactions
27 Free Free Free BOOK Whitepaper Online Seminar me:
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