Brand Engagement Analysis - Moto X

8/13/2019 Brand Engagement Analysis - Moto X

1/15

Brand Awareness Analysis: MOTO X

FINDINGS ARE BASED ON PUBLIC DATA SOURCES FOR TOP

PLAYERS IN MOBILE INDUSTRY

In view of the contemporary milieu of mobile market where

top brands are competing hard to engage with their

customers, how well did Moto X perform in last 3 weeks

This report is part

of a weekly study

done by

CrowdANALYTIX of

over 100 brands

across consumer

electronics, retail,

CPG, automotive

and High-Tech

This report is based

on the collective view

of a global community

of over 3200 data

scientists

2013 CrowdANALYTIX, Inc. All rights reserved. Reproduction or sharing of this content in any form without prior

written permission is strictly prohibited. To purchase reprints of this document, please [email protected]. Information is based on best available resources. Opinions reflect judgment at the

time and are subject to change.

From September 09, 2013 till September 30,2013


2/15

Primer

90% of Americans are online and are

constantly raising their voices about

brands they love and hate. Not only dothey like Facebook pages of their favorite

brands, they also tweet about their

favorite TV shows. If analyzed right, digital

voices of consumers can help accurately

measure the impact of multi-channel

campaigns in real-time. This report

represents one such analysis.

By analyzing consumer voices of brands,

CrowdANALYTIX can help brands get an

understanding of:

1) the overall awareness of their brands;

2) the drivers of purchasing behavior; 3)

how they compare with their

competitors; and 4) how to accurately

attribute contribution of each offline and

online channel in driving brand awareness

This report looks at the consumer

decision journey across channels and

uncovers some startling truths aboutMoto X and its competitors in the way

their campaigns influence consumer

buying decisions.

The report also looks at the extent to

which product innovation messages by

Moto X are helping reinforce their

brand and how the effectiveness oftheir messages compares with their

competitors.

Finally, the report provides expert

views on why certain consumer

behavior was observed and possible

recommendations for Moto X to

improve its cross-channel strategy

going forward.


3/15

Consumer Engagement Levels

Bond

Evangalize

Consider

Evaluate

ConsumerEngagementLevel

Experience

Consumer considers purchase based on user reviews,

friends recommendations, television ads, airport

banners, etc

Consumer evaluates the product by visiting retail stores,

watching product demos on you tube, etc

Consumer buys product, shares his early experiences

online, signs up for product update newsletter, talksabout his in-store experiences

Comments on blogs, talks about television ads;

comments on official facebook posts; retweets official

tweets

Writes blogs about products; eagerly awaits new productreleases; initiates content about your product that starts

getting viewed by several of his followers

IMPORTANT: the levels of engagement above do not necessarily represent a gradual

progression of all consumers. Some for example might never become advocates or

evangelists of your brand. Whats important is to know whether you are able to

segment your consumers based on the level of their engagement and if you have astrategy to drive awareness at each of the above levels

Level Definition


4/15

Overall positioning of different players based on their level

of customer engagement and their ability to reinforce their

product innovation messaging

Key Observations

Samsung proved to have the

highest customer engagement;

as much as 6 times that ofLumia which had lowest

customer engagement score

HTCs campaigns around the

new metallic variant helped it

to scale high on customer

engagement

However, MotoXs Moto Maker

campaign provided boost to its

brand differentiation. Moto

Maker campaign contributed

~50% to its brandreinforcement


5/15

Performance of Moto X in influencing consumers at

different levels of brand engagement

Brands are highly active in marketingthemselves and capture the mind share of

the customer. In this relentless pursuit to

become the most preferred brand, they

consume several methods to monitor the

ROI of their efforts.

The methods that are more prevalent than

others are primary research, focus groups,

digital media monitoring tools etc. All

these methods provide insights in bits and

pieces; however marketers today want a

comprehensive picture of their efforts.

To circumvent this issue, we haveanalyzed how the customers are

interacting with the brands at different

steps in their journey of pre-purchase

decision making and post-purchase

brand evangelism.

This sort of analysis is useful for

marketers because it clearly helpsthem understand those critical points

when they wowed their customers or

perhaps lost them to their

competitors.


6/15

Consideration Score via Online events

Consideration Score via Offline events

How did Moto X do? - Influencing consumers toconsider their brand

Samsung influenced the customers via Online campaigns 30 times more as compared to MotoX

HTC influenced their customers through Offline campaigns; Moto X had only 1/3rd of HTCs impact

Of the total impact that Moto X had on their customer in terms of Brand Consideration, 88% came fromOffline campaigns

12%

88%

Campaign Types Impacting Consideration - MOTO X

Online OfflineMoto X

Lumia

HTC

Samsung

3x

Moto X

Lumia

HTC

Samsung

30x


7/15

How did Moto X do? - Influencing consumers toevaluate their brand


Moto Xs offline campaigns proved 12 times more influential than Lumia, which made least impact Most of MotoXs impact in terms of influencing prospective buyers to evaluate its products, came from

offline campaigns

2%

98%

Campaign Types Impacting Brand Evaluation - MOTO X

Online Offline

Evaluation Score via Online events

Evaluation Score via Offline events

Moto X

Lumia

HTC

Samsung

20x

Moto X

Lumia

HTC

Samsung

12x


8/15

How did Moto X do? - Influencing consumers to sharetheir experiences


HTCs offline campaigns proved 8 times more influential than Moto X

Of the total impact that Moto X had on their customer in terms of enhancing Brand Experience , 88% camefrom Offline camapigns

12%

88%

Campaign Types Impacting Brand Experience- MOTO X

Online Offline

Experience Score via Online events

Experience Score via Offline events

Moto X

Lumia

HTC

Samsung

50x

Moto X

Lumia

HTC

Samsung

8x


9/15

Bonding Score via Online events

Bonding Score via Offline events

How did Moto X do? - Influencing consumers toenhance bonding with their brand

Samsung proved to be the front-runner in engaging customers through online campaigns and developing deeper

bond with their existing customers. Samsung made 150 times more impact than MotoX

HTCs offline campaigns proved 7 times more influential than Moto X in developing bonding with the customers

Of the total impact that Moto X had on their customer in terms of enhancing customer bonding, 94% came fromOffline camapigns

6%

94%

Campaign Types Impacting Customer bonding - MOTO X

Online Offline

Moto X

Lumia

HTC

Samsung

150x

Moto X

Lumia

HTC

Samsung

7x


10/15


11/15

Effectiveness of Campaigns in reinforcingtheir brand differentiation

Brands run multiple campaigns at thesame time trying to keep a mix of both

offline and online campaigns.

Campaigns have been progressively

transformed from being a broadcasting

tool to a decisive factor in establishing

long term relationship with consumers.

Billions of dollars are spent each year in

establishing the brand connect and the

expenditure is only going to increase.

Understandably, onus is on the marketers

to justify the value of the campaigns.

Keeping the customer engagementcycle in view, the effectiveness of the

campaigns will be analyzed.

The brands will come to know which of

the campaigns driven by them as well

as the competitors, had more clout

than the others.

h h h l f b d


12/15

Campaigns that have the potential to reinforce brands

Product differentiation in the minds of consumers

Samsungs campaign of#GalaxyGear and HTCs

campaign of a new metallic

variant were observed to be

most impactful campaigns in

last three weeks.

4out of top

5campaigns

were offline; launch of a new

variant by HTC, launch of a

new feature by Samsung,

launch of new TV ad by

MotoX

Inference: Offline events are

observed to have strongestclout as far as mobile industry

is concerned

High Impact Medium Impact Low Impact

Online Campaign Offline Campaign

B ill i d d hi h i i fl d


13/15

Better still, is to understand which campaign influenced

consumers at what step of their decision journey!

HTCs Metallic body campaign impacted the consumers across all the stages; from Consideration to Evangelism

Samsungs campaign around #GalaxyGear was most experiential of all the campaigns

Buyers of Moto X phone were most vocal about the brands Make With Moto and Lazy Phone campaigns

None of the campaigns could trigger consumers to Evaluate the products as a pre-purchase exercise

Online Campaign Offline Campaign


14/15

Methodology

Data Sources

Data

Transformation

Statistical

Modeling

Visualization &

Reporting

RAW data stream to 250+ Features

Dividing features in the engagement life cycle

Regression Modeling

Correlation Analysis

Feature Importance Analysis

Trend Analysis

Positioning Map

Customer Engagement Analysis

Campaign Strength analysis

Government data streams : demographics, socio-cultural indicators, financial indicators

Surveys/Voice of customers

Online blogs, news,social media etc


15/15

Crowdsourced Business Insights

COMMUNITY PUBLIC DATA INSIGHTS

About CrowdANALYTIX

We deliver actionable insights leveraging the collective wisdom of a community. CrowdANALYTIX is a global

team of over 3000 data scientists providing business value from public, syndicated and simulated data sources.

CrowdANALYTIX Inc is based out of the silicon valley with a delivery center in Bangalore, India

=

Contact Us : [email protected]

Brand Engagement Analysis - Moto X

Documents

Transcript of Brand Engagement Analysis - Moto X