SEM and Customer Journey Maps
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This is a case showing how Structural Equation Modeling (SEM0 can be applied to common consumer tracking surveys, media data, web traffic info.,and social media metrics to develop a mapping and quantification of the "customer journey" from awareness to purchase and brand loyalty.
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SEM and Customer Journey Maps
- 1. 1 Mapping the Customer Journey Quantifying Paid, Owned & Earned Media across the Path-to-Purchase
- 3. 3Relationships within a Paid, Owned and Earned marketing ecosystem Media Communications Recall Health-Brand Total Brand Awareness Health-Brand Familiarity Health-Brand Purchase Consideration Likelihood to Recommend Health-Brand to family & friends Positively Engaged Social Media Chatter for Health-Brand (SEITM) Nielsen Retail Sales Volume for Health-Brand Health-Brand Web Traffic Data based on waves of research (appendix 3 ) OWNED MEDIA In this second model we have introduced web traffic, social voice of the customer (SEITM) and total retail sales for Health-Brand (all forms). Path to Purchase Model Health-Brand Experiential and Image Attributes. 3
- 4. 4 Health-Brand SPONTANEOUS BRAND AWARENESS TV/CINEMA RADIO SAMPLING & TRIAL INTERNET DISPLAY OUTDOOR PRINT Fabulous Teaser Why Choose Ordinary Health-Brand FAMILIARITY Health-Brand CONSIDERATION LIKELIHOOD TO RECOMMEND Health-Brand TO FAMILY AND FRIENDS Nylon Makeover ONE Makeover TWO IN-STORE Kita’s corner Media Recall Communications Recall Brand Awareness Protection I Trust Keep you drier Keep you smelling fresh Gentle on your skin Makes you feel more comfortable Designed for best Protection Has attractive Packs Effectively absorbs fluid Suits your lifestyle Good Value Fabulous CoCo SOCIAL MEDIA MOBILE MXIT Brand Familiarity Brand Consideration Brand Recommendation 0.12 0.11 0.15 0.13 0.08 0.05 0.19 0.32 0.54 0.58 0.50 0.46 0.43 0.04 0.17 0.10 0.03 0.18 0.17 0.43 0.14 0.41 0.21 0.13 Intrinsic brand attributes Extrinsic brand attributes 0.83 0.82 0.84 0.82 0.78 0.79 0.63 0.79 0.78 0.11 Outdoor = Billboards, Posters and Taxi Rank advertising Print = Magazines, newspapers, broadsheets, promo pamphlets 0.72 Model n = 3381 (Includes 2012, 2013 & 2014 Femcare Sample) Health-Brand Sales Funnel SEM: Consumer Journey Phase 1 Health-Brand Start Here Creative Scores
- 5. 5 Health-Brand TOTAL BRAND AWARENESSDigital Media Recall Offline Media Recall Health-Brand FAMILIARITY Health-Brand CONSIDERATION LIKELIHOOD TO RECOMMEND Health-Brand TO FAMILY AND FRIENDS Communications Recall Brand Awareness Gives me confidence Protection I Trust Keep you feeling drier Keeps you smelling fresh Makes you feel more comfortable Absorbs fluid Fashionable brand Designed for best protection Attractive Packaging Good Value Brand Familiarity Brand Consideration Brand Recommendation 0.33 0.77 0.40 0.28 0.98 0.61 Intrinsic brand attributes Extrinsic brand attributes 0.99 1.00 0.98 1.00 0.97 0.99 0.96 1.00 1.00 0.63 Offline= Billboards, Posters, Taxi Rank advertising, Magazines, newspapers, broadsheets, promo pamphlets, Stokvels, Clinics, School sampling, sampling and school presentations, Radio, TV and Cinema Digital=Internet, Mobile, Social Media (Facebook/Twitter)and MXIT Health-Brand Sales Funnel SEM Phase 2: Consumer Path to Purchase 0.62 Health- Brand Retail Sales Volume Social Media Voice of the Customer * Health-Brand Retail Sales Volume 0.74 Positively engaged social media chatter 0.39 0.33 0.32 0.05 0.04 0.79 0.55 POS SEI: Menstruation Experience POS SEI: Periods & Birth Control POS SEI: Information/ Help POS SEI: Product Form, PADS POS SEI: Product colour/design Health-Brand Web Traffic 0.76 0.21 0.89 Start Here OWNED MEDIA
- 6. 6 Forward • Understanding the customer journey and the customer’s path-to-purchase is critical for generating an enlightened marketing strategy. • Using Structural Equation Modeling (SEM), we are able to derive a blue- print of “how things work” across the entire purchase funnel, from initial media recall to brand awareness, familiarity, purchase consideration, brand recommendation and product purchase. • In so doing we are able to quantify the impact and how paid, owned and earned media affect the key touch-points along this journey and the path- to-purchase and the degree of impact on each of these stages.
- 7. 7 EMEA Office: 110 Durham Rd Bradford West Yorkshire BD8 9HT 40917572, +91 80 40916116 ma@bottomlineanalytics.com Contact Us US Office: Suite 100, 1780 Chadds Lake Dr, NE Marietta, Georgia, 30068-1608 Atlanta, USA mjw@bottomlineanalytics.com