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Dynamic Case Studies

and The GBH Value

Proposition

WHO WE ARE

GBH is a custom business intelligence firm that leverages market research and analytics to provide strategic consultation around complex business challenges.

DATA

INTEGRATION

CAPABILITIES

AND PREMIUM

ANALYTICS

ACADEMIC

THOUGHT

LEADERSHIP

ENHANCED

STRATEGIC

VALUE AND

ACTIONABLE

INSIGHTS FOR

CLIENTS

GBH Insights drives brand health evaluation further by leveragingacademic thought leadership. GBH integrated multiple data sources(beyond just survey research) and applied advanced analyticaltechniques to identify the strongest drivers of sales vs. merelyfocusing on standard brand funnel metrics. This methodologyallowed for marketing activities to be evaluated within the client’sBrand Health Tracker.

Moving Beyond the

Survey: Integrating

Multiple Data Streams

to Identify the Measures

that Drive Business

Outcomes

Marketing

Classic Brand Funnel Digital

Environment

Sales Volume

• Awareness

• Consideration

• Preference

• Intention

• Loyalty

• Page views per visitor

• Search

• Web visits

• Clicks on ad

• Web conversations

• Distribution

• Advertising

• Price

• Promotion

Integrating Sales and

Survey Data to Identify

the Measures that Drive

Business Outcomes

THE PROBLEM

A large dish wash detergent brand

noticed the growing threat of a

competitive, private label brand to

its dominant marketplace position.

However, its Brand Health

Tracker was not reflecting those

vulnerabilities nor was it

diagnostic of what might be

causing this marketplace dynamic.

Integrating Sales and

Survey Data to Identify

the Measures that Drive

Business Outcomes

GBH introduced sales data to complement survey

information and used a Bayesian Network Model

rather than a linear drivers analysis so the client

could see the interactions between all variables

and identify primary, secondary and tertiary

drivers (those statistically connected to the

primary drivers) to help guide the brand’s overall

strategy in a more nuanced and actionable way.

THE SOLUTION

BAYESIAN NETWORK MODEL

Past 10 allocation

Trust enough to recommend

Smells nice when the dish

washing cycle is finished

Known for cleaning toughPowerful reliability

This brand has a great deal of

personal meaning to me

Simplifies

Understands cleaning needs

Does the job as advertisedLeading Edge

Suave

Friendly/practical

SimpleInnovative/

modern

Cleans and takes care of my dishwasherRemoves tough residue/food

Shiny and attractive

Is a brand worth paying more for

Best performance

No streaks/smudges

IIM Overlap level

Integrating Sales and Survey Data to Identify the

Measures that Drive Business Outcomes

ACTIVATING THE INSIGHTS TO DRIVE BUSINESS PERFORMANCE

GBH worked with the client to

implement modifications to its

Brand Health Tracker to monitor

performance with respect to

these important new KPIs.

Through this work, GBH

identified unowned key drivers

of market share that helped

shift the brand’s communications

strategy to align with desired

consumers benefits of an auto

dish wash detergent.

GBH partnered with the

client’s brand agency to inform

a new creative campaign to

communicate the brand’s

strengths on these benefits

more effectively.

GBH used a data integration

approach to help gain a better

understanding of what elements

drive customer churn from a

major Satellite Radio provider.

Integrating Varied and

Complex Data Sets to

Address Business

Challenges

BRINGING IN

Customer Churn (Transactional)

Call Center DataSurvey Data

Integrating Varied and

Complex Data Sets to

Address Business

Challenges

Listening Behaviors

+-

GBH confirmed that while negative

sentiment increased before

customers churned, there was a

significant reduction in volume of

words very near the critical

moment of customer churn.

Integrating Varied and

Complex Data Sets to

Address Business

Challenges

GBH then conducted follow-up

primary research among a sub-

group of churners that followed this

pattern to dig deeper into reasons

for satisfaction and churn.

Through this work, we helped the

client reduce customer churn by

Integrating Varied and

Complex Data Sets to

Address Business

Challenges

15%

…how do you find the

most profitable ones?

Identifying profitable customers by

evolving the RFM approach to CLV

“Holy Grail of Marketing” was…

CUSTOMER LIFETIME VALUE

But, the challenge remained…

Adding a new variable “clumpiness” to predict

profitability of customers (RFMC)

• Both of these customers have the same values

of R, F, and M.

• From data perspective, the user is called

clumpy (bingy) when more or larger clumps of

visits are observed.

• Clumps of visits indicate non-constant visiting

rate, temporary elevations of propensity – i.e.,

periods during which the user is more likely to

visit/purchase than his/her average level.

A BTurning RFMC into $$$

AveragePurchase $$$ Home Intimates Women Men

Non-clumpy

38 32 9 235

Clumpy

73 95 18 335

Difference

35 63 9 100

Growth in profits by identifying

clumpy customers

81% 166% 90% 40%

GBH’s team of marketing

academics used traditional ad

stock model theory to measure

the holistic impact of various

marketing initiatives in ways

that also take into consideration

the long-term effects of such

initiatives including retained

benefits of marketing.

GBH built a model grounded in

ad stock theory to help a large

pharmaceutical company

optimize its healthcare

provider detailing (marketing)

strategy at the individual HCP

level—the model evaluated

prescriber data and marketing

investment as part of the

optimization decision.

Leveraging Ad Stock Models for Marketing Optimization

GBH helped this pharmaceutical

company re-score its HCP

database to understand optimal

detailing spend, frequency and

timing and predicted impact of

detailing on script writing at an

individual HCP level.

This resulted in a 30% shift in

marketing spend from redundant

and ineffective marketing to

higher value marketing activities.

Using Ad Stock Theory

to drive more optimal

marketing strategies

The GBH Footprint

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