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Unleashing the Power of Digital Data
to Improve Communications
Effectiveness In-Market
Sarah Walker
Global Lead, Digital B...
Meet today’s speakers
Global Lead, Digital Behavior Analytics
SARAH WALKER
Global Brand Director, Brand Performance
CLAIRE...
3
AGENDA
THE IMPORTANCE OF COMMUNICATIONS IN BUILDING SALIENT BRANDS
What we mean by building ‘mental awareness’
NEW WAYS ...
THE IMPORTANCE OF COMMUNICATIONS
IN BUILDING SALIENT BRANDS
1.
4
MEANINGFUL
Meets needs and appeals more
DIFFERENT
Different and sets trends
SALIENT
Needs-based awareness
A reminder on bu...
But shifting equity isn’t easy!
Average change in Brand Power over a 12 month period is just 0.6%
(Estimated volume share ...
However, the things that underlie equity move more quickly
Mean shift in individual Equity Dimensions over 12 months
7
(In...
A quick reminder of what we mean by ‘salience’
8
=
MENTAL AVAILABILITY
A brand’s ability to come to mind
QUICKLY AND READI...
Salience is a powerful lever for brand growth
Source: 2012/3 compared to 2007/8 for 2,301 brands measured in BrandZ 9
-6
-...
Salience is a powerful lever for brand growth
Source: 2012/3 compared to 2007/8 for 2,301 brands measured in BrandZ 10
-8
...
Advertising can be a powerful driver of brand salience
11
0
1
2
3
4
Start End
Increase in awareness of communications
Aver...
Effective advertising is a function of
quality and quantity
Comms Awareness =
12
(Volume, Quality)
f
*Established brands with consistent advertising strategy
We have historically been be able to determine this quality by mo...
But we are entering a new era of marketing, which presents new challenges for survey
research
14
SPEED OF OPTIMISATION PRO...
NEW WAYS TO MEASURE
COMMUNICATIONS IMPACT
IN A POST-SURVEY WORLD
2.
15
To understand how to measure mental availability, we need to understand what it involves:
16
CATEGORY
RELEVANCE
BRAND
FAME...
We would expect different behaviours to be indicators of different types of change
17
Mental availability INCREASING
CATEG...
We see the effects of advertising reflected in both of these digital behavior measures
18
Decrease
in spend
No change Smal...
Average increase in social mentions per increased GRP
Key question: Can we use these digital signals to generate a similar...
Not only that, but we can create new metrics of success in building category relevance too
20
Average increase
IN SEARCH
-...
We can use these as metrics of campaign impact in real-time
21
GROWING
BRAND
FAME
INCREASING
CATEGORY
RELEVANCE
These data sources form part of our new suite of tools designed to give faster, more actionable
advice to clients on their...
USING NEW TOOLS IN PRACTICE
3.
23
Case study: Proving the impact of a new creative style
24
Warburtons launched two new campaigns in 2015 representing a notable shift in creative style
for the brand
25
31/12/2012 3...
26
50%
67%
0%
53%
56%
Early indication suggest performing above average on social, but not search
27
GROWING FAME NOT GROWING...
28
Their next campaign in this style was a new product launch, so expected to have more impact
on relevant interest
29
CONTIN...
Combining this rapid feedback with other tools allows us to build a complete picture for clients
30
WEEKLY
Rapid feedback ...
31
The impact of the campaign so far
has surpassed our expectations. Our
new episodic approach showcases
the fact that whi...
Case study: Understanding impact beyond TV
32
• The client planned to launching a
new variant of their very
established brand
• The brand had a well-loved and
long-runn...
Despite Green TV ad, the total mix in 2014 was only mediocre in impacting on both fame and
relevance for the brand – below...
Initial launch focused on new-product message, but supplementary media failed to back up the
humour or distinctiveness of ...
Re-aired at a later date, with same TV creative but stronger messaging in digital and outdoor
36
+
TV
DIGITAL
OUTDOOR
FREE...
Re-airing with stronger supporting media had a huge impact on the overall campaign success
in both dimensions
37
Digital
R...
Case study: Optimising activity during a period
off-air for a high-profile CPG brand
38
In 2015, financial pressures on marketing budgets meant previously high TV spend had to be
replaced by digital activation
...
We know there are risks from brands 'going dark' on TV
40
-43
-23
-14
-11 -10 -9
-7
-3
TBCA Total mentions Buy nowadays Bu...
Digital signals act as an early warning, showing a decrease in both aspects of mental
availability virtually as soon as th...
Why wasn’t their activity supporting the brand?
42
Creative diagnostics proved that people liked the individual executions when they were shown
them
43
Execution 1
Execution...
So why aren’t the executions translating into lasting impact for the brand?
44
Are the executions enjoyed, but
FAILING TO ...
Brand Lift Insights allows us to identify the impact of the execution on brand perceptions
amongst those people who did se...
54
47
20
52
49
19
Brand Favourability Purchase Intent Affinity
Control (n=172), Exposed (n=130)
** = significant at 80%
Th...
But the study also showed that this was being held back by (in)frequency of exposure
47
Frequency of exposure
Improvemento...
So why aren’t the executions translating into lasting impact for the brand?
48
Are the executions enjoyed, but
FAILING TO ...
The client was able to identify that their current activity wasn’t maintaining salience, and alter
their targeting plan to...
Prove the value of great creative work
Understand the importance of their complete media mix
Help support brands during pe...
For more information:
Sarah Walker
Global Lead, Digital Behavior Analytics
Sarah.Walker@millwardbrown.com
Claire Spaargare...
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Unleashing the Power of Digital Data to Improve Communications Effectiveness In-Market

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In this webinar, Kantar Millward Brown experts provide top tips to improve in-market communications effectiveness using search and social data, drawing on learnings from client case studies that have utilised digital data to improve the in-market effectiveness of their advertising campaigns.

See how brands have unlocked the potential of non-survey data to really understand:

- What makes the best campaign for the brand
- How to optimise their campaigns whilst live
- Get early indicators of impact of a shift in media strategy.

Veröffentlicht in: Marketing
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Unleashing the Power of Digital Data to Improve Communications Effectiveness In-Market

  1. 1. Unleashing the Power of Digital Data to Improve Communications Effectiveness In-Market Sarah Walker Global Lead, Digital Behavior Analytics Claire Spaargaren Global Brand Director, Brand Performance 19th October 2016
  2. 2. Meet today’s speakers Global Lead, Digital Behavior Analytics SARAH WALKER Global Brand Director, Brand Performance CLAIRE SPAARGAREN
  3. 3. 3 AGENDA THE IMPORTANCE OF COMMUNICATIONS IN BUILDING SALIENT BRANDS What we mean by building ‘mental awareness’ NEW WAYS TO MEASURE COMMUNICATIONS IMPACT IN A POST-SURVEY WORLD Insights from digital and social data USING NEW TOOLS IN PRACTICE Case studies from real life scenarios
  4. 4. THE IMPORTANCE OF COMMUNICATIONS IN BUILDING SALIENT BRANDS 1. 4
  5. 5. MEANINGFUL Meets needs and appeals more DIFFERENT Different and sets trends SALIENT Needs-based awareness A reminder on building valuable and sustainable brands 5
  6. 6. But shifting equity isn’t easy! Average change in Brand Power over a 12 month period is just 0.6% (Estimated volume share a brand would achieve based on equity alone) 6 BRAND POWER MONTH 1 MONTH 12 +0.6%
  7. 7. However, the things that underlie equity move more quickly Mean shift in individual Equity Dimensions over 12 months 7 (Index) AVERAGE = 100 Meaningful Different Salient +7 +7 +9
  8. 8. A quick reminder of what we mean by ‘salience’ 8 = MENTAL AVAILABILITY A brand’s ability to come to mind QUICKLY AND READILY when activated by ideas relating to category purchase
  9. 9. Salience is a powerful lever for brand growth Source: 2012/3 compared to 2007/8 for 2,301 brands measured in BrandZ 9 -6 -4 -2 0 2 4 6 8 10 Start End Shifting salience can have a big impact on brand growth - even for brands with very weak equity otherwise Change in Salience ChangeinProjected MarketShare Average Meaningful Difference Low Meaningful Difference
  10. 10. Salience is a powerful lever for brand growth Source: 2012/3 compared to 2007/8 for 2,301 brands measured in BrandZ 10 -8 -6 -4 -2 0 2 4 6 8 10 12 Start End But even more powerful for meaningfully different brands Change in Salience ChangeinProjected MarketShare High Meaningful Difference Average Meaningful Difference Low Meaningful Difference
  11. 11. Advertising can be a powerful driver of brand salience 11 0 1 2 3 4 Start End Increase in awareness of communications Average % increase in unaided brand awareness Salience
  12. 12. Effective advertising is a function of quality and quantity Comms Awareness = 12 (Volume, Quality) f
  13. 13. *Established brands with consistent advertising strategy We have historically been be able to determine this quality by modelling survey data 13 (Volume, Quality)fComms awareness = AWARENESS INDEX Awareness Index vs. Sales2 1 1 20 0 Indicator of advertising quality SalesIndex
  14. 14. But we are entering a new era of marketing, which presents new challenges for survey research 14 SPEED OF OPTIMISATION PROLIFERATION OF CHANNELS
  15. 15. NEW WAYS TO MEASURE COMMUNICATIONS IMPACT IN A POST-SURVEY WORLD 2. 15
  16. 16. To understand how to measure mental availability, we need to understand what it involves: 16 CATEGORY RELEVANCE BRAND FAME = A brand’s ability to come to mind QUICKLY AND READILY when activated by ideas relating to category purchase
  17. 17. We would expect different behaviours to be indicators of different types of change 17 Mental availability INCREASING CATEGORY RELEVANCE GROWING BRAND FAME =
  18. 18. We see the effects of advertising reflected in both of these digital behavior measures 18 Decrease in spend No change Small increase in spend Big increase in spend -10 -5 0 5 10 15 20 +10% +10% +4% +5% -5% -4% 1% 0% % increase in BRAND SEARCHES % increase BRAND CONVERSATION
  19. 19. Average increase in social mentions per increased GRP Key question: Can we use these digital signals to generate a similar indicator of quality? Average increase in social mentions per unit of media spend: 19 (Volume, Quality)f 2% 6% 12% Campaigns with High AI Campaigns with Low AI Campaigns with Medium AI SOCIAL CONVERSATION
  20. 20. Not only that, but we can create new metrics of success in building category relevance too 20 Average increase IN SEARCH -7% 0% 1% -4% -2% 9% BRAND BUILDING ADS LAUNCH / RE-LAUNCH ADS Low HighMedium Low HighMedium
  21. 21. We can use these as metrics of campaign impact in real-time 21 GROWING BRAND FAME INCREASING CATEGORY RELEVANCE
  22. 22. These data sources form part of our new suite of tools designed to give faster, more actionable advice to clients on their in-market activity 22 DIGITAL BEHAVIOR ANALYTICS Digital signals ADNOW Fast-turn surveys BRAND LIFT INSIGHTS Cookie-based targeting
  23. 23. USING NEW TOOLS IN PRACTICE 3. 23
  24. 24. Case study: Proving the impact of a new creative style 24
  25. 25. Warburtons launched two new campaigns in 2015 representing a notable shift in creative style for the brand 25 31/12/2012 30/06/2013 31/12/2013 30/06/2014 31/12/2014 30/06/2015 250 200 150 100 50 TV GRPs
  26. 26. 26
  27. 27. 50% 67% 0% 53% 56% Early indication suggest performing above average on social, but not search 27 GROWING FAME NOT GROWING RELEVANCE But that’s OK! 2014 Average Launch of Deliverers 2014 Average Launch of Deliverers
  28. 28. 28
  29. 29. Their next campaign in this style was a new product launch, so expected to have more impact on relevant interest 29 CONTINUES TO GROW FAME ALSO GROWING RELEVANT INTEREST 50% 67% 74% 53% 56% 72% 2014 Average Launch of Deliverers 2014 Average Launch of Deliverers Launch of Giant Crumpets Launch of Giant Crumpets
  30. 30. Combining this rapid feedback with other tools allows us to build a complete picture for clients 30 WEEKLY Rapid feedback from DBA 24 HOUR TURNAROUND Quick-turn deep-dive with ADNOW 3-6 MONTHS Long-term impact via TRACKING & EQUITY results - and Sales! Warburtons bakes up sales rise ‘Emotional’ response Enjoyment Involvement Affinity Dynamism ‘Rational’ response’ Persuasion New Information Different Relevant ‘Emotional’ response Enjoyment Involvement Affinity Dynamism ‘Rational’ response’ Persuasion New Information Different Relevant
  31. 31. 31 The impact of the campaign so far has surpassed our expectations. Our new episodic approach showcases the fact that while we take our baking seriously, we don’t like to take ourselves too seriously as a brand, and perfectly reflect Warburtons’ sense of fun and family.” Jonathan Warburton, Chairman
  32. 32. Case study: Understanding impact beyond TV 32
  33. 33. • The client planned to launching a new variant of their very established brand • The brand had a well-loved and long-running creative device that was working well • New TV execution featured the existing creative style, and contained new product news Launch of a new variant for established beverages brand 33 The new TV creative execution tested extremely well: Branded Impact Persuasion Difference G G G
  34. 34. Despite Green TV ad, the total mix in 2014 was only mediocre in impacting on both fame and relevance for the brand – below expectations 34 Digital Radio Outdoor Print TV A A + 2014:
  35. 35. Initial launch focused on new-product message, but supplementary media failed to back up the humour or distinctiveness of the TV spot 35 + TV PRINT DIGITAL
  36. 36. Re-aired at a later date, with same TV creative but stronger messaging in digital and outdoor 36 + TV DIGITAL OUTDOOR FREE SAMPLE OFFER +
  37. 37. Re-airing with stronger supporting media had a huge impact on the overall campaign success in both dimensions 37 Digital Radio Outdoor Print TV A A + 2014: G G 2015: +
  38. 38. Case study: Optimising activity during a period off-air for a high-profile CPG brand 38
  39. 39. In 2015, financial pressures on marketing budgets meant previously high TV spend had to be replaced by digital activation 39 Year 2 Year 3 Year 4Year 1
  40. 40. We know there are risks from brands 'going dark' on TV 40 -43 -23 -14 -11 -10 -9 -7 -3 TBCA Total mentions Buy nowadays Buy most often First mention Key image Total brand awareness Trial Average net change in Survey Measures 6 months after end of TV spend
  41. 41. Digital signals act as an early warning, showing a decrease in both aspects of mental availability virtually as soon as the ATL activity stopped 41 Time off-airPrevious period Year 2 Year 3 Year 4Year 1 CATEGORY RELEVANT INTEREST BRAND FAME
  42. 42. Why wasn’t their activity supporting the brand? 42
  43. 43. Creative diagnostics proved that people liked the individual executions when they were shown them 43 Execution 1 Execution 2 Likeability Branding Relevance New Information Different NORM
  44. 44. So why aren’t the executions translating into lasting impact for the brand? 44 Are the executions enjoyed, but FAILING TO IMPACT PEOPLE’S ATTITUDES? Or are they working, but NOT REACHING ENOUGH PEOPLE TO HAVE AN IMPACT?
  45. 45. Brand Lift Insights allows us to identify the impact of the execution on brand perceptions amongst those people who did see it 45 EXPOSED Saw the campaign CONTROL Did not see the campaign BRAND SURVEY
  46. 46. 54 47 20 52 49 19 Brand Favourability Purchase Intent Affinity Control (n=172), Exposed (n=130) ** = significant at 80% The ad did boost salience for those exposed to it, but had little lasting impact on broader brand metrics 46 Control Exposed
  47. 47. But the study also showed that this was being held back by (in)frequency of exposure 47 Frequency of exposure Improvementovercontrol -15 -10 -5 0 5 10 15 Single exposure 2+ exposures Online Ad awareness Message association Brand favourability Purchase intent Affinity
  48. 48. So why aren’t the executions translating into lasting impact for the brand? 48 Are the executions enjoyed, but FAILING TO IMPACT PEOPLE’S ATTITUDES? Or are they working, but NOT REACHING ENOUGH PEOPLE WITH ENOUGH FREQUENCY to have enough impact?
  49. 49. The client was able to identify that their current activity wasn’t maintaining salience, and alter their targeting plan to compensate 49 Target FEWER PEOPLE WITH HIGHER FREQUENCY GREATER LASTING BRAND IMPACT from the same creative FOR THE SAME BUDGET
  50. 50. Prove the value of great creative work Understand the importance of their complete media mix Help support brands during periods of financial pressure From these cases we can see how new sources of data and targeting can help clients: 50
  51. 51. For more information: Sarah Walker Global Lead, Digital Behavior Analytics Sarah.Walker@millwardbrown.com Claire Spaargaren Global Brand Director, Brand Performance Claire.Spaargaren@millwardbrown.com

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