Festival of Media 2011 - Daniel King - Compete
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Transcript of Festival of Media 2011 - Daniel King - Compete
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8/6/2019 Festival of Media 2011 - Daniel King - Compete
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COLLECTING DATA
CONNECTING DATA
by Daniel King
Managing Director, Compete, UK & France
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Kantaris leadingthe charge from collectingto connecting insights
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Strategy
Reach
Brand
Behaviour
Momentum
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Online media planning and measurement
Search marketing performance
Customer satisfaction and loyalty
Competitive tracking and benchmarking
Advertising and promotion effectiveness
Shopper quality and brand consideration
Website effectiveness
Customer segmentation and targeting
SYNDICATED INDUSTRY
REPORTS
MEDIA PLANNING &
MEASUREMENT TOOLS
PROPRIETARY DIGITAL
RESEARCH
ABOUT COMPETEPRODUCTS FOR BRANDS, ADVERTISING AGENCIES AND MEDIA COMPANIES
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WERE NOT JUST SPECTATORSWE ARE ON THE PITCH, PLAYING THE GAME, AND GOING THROUGH THE SAME THINGS AS CLIENTS
Building a freemium-baseddigital business
Running an AdAgeTop 10 blog
Creating aworthwhile socialmedia presence
+ +
Building the officialapp of the Compete
Digital CMOSummit, 2011
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#8
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WHEREWE ARE, AND WHEREWERE GOING.......
Marketing has never been more exciting than now, the aftermath of threegame-changing innovations: the rise of the Internet, social media and,most recently, mobile.
To keep pace, brands have become more adept at collecting information.But, as we move forward, in order to succeed, marketers must move fromcollection to connection.
The next wave of digital innovation will come from connecting insightsderived from several sets of metrics across the digital landscape.Companies will learn from the early leaders, other brands and theircompetition to form their own customized paths to success.
Brands that find these connections will be able to navigate the new digitaleconomy winning the hearts, minds and wallet-share of todays connectedconsumers.
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o Who is our target, exactly?o How do we engage her?o What are her product needs?o Is our message right?
o What media does she use?o Are competitors reaching her?o Are we doing it efficiently?
o What does she think of us?o How do we compare to others?o Is she likely to switch?
o Did she visit, click, buy?o What path did she take?
o How does online drive offline sales?
o How does she talk about us to others?o How do we enforce loyalty?o How can we dialogue and listen?
Strategy
Reach
Brand
Behaviour
Momentum
QUESTIONSWE CAN ANSWER
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Whatdata can we connect?
Competitor
Insights
Media
Spend
Mobile
Behavior
Online
Purchases
Search
Behaviors
Online
Media
Social
Media
Web-wide
Behaviors
Auto
Purchases
Pharma
Behavior
Retail
Transactions
Offline
Media
Household
Profiles
Web
AnalyticsOnline
Profiles
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Strategy
Reach
Brand
Behaviour
Momentum
Clients needaunifying frameworkto
make all ofthis data useful
Awareness
Consideration
Relevance
FavorabilityImage Attributes
PreferencePurchase Intent
Sentiment
Search
Click
VisitTime Spent
Download
Addto Cart Purchase
BookmarkLink Rate
Friend Fan
Page ViewsImpressions
Uniques Bounce Rate
SearchRanking
Search Share
Demographics
Reach/Frequency
GRPs
Loyalty
Cross-Sell/Upsell
ViralComment/Post
Buzz Pass Along
Tweet/Re-TweetEarnedMedia
Touchpoint SelectionCreative
MarketMix Models
Segmentations
Media Planning
Product Extensions
Pre-Test
Optimize
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Real-world cases ofKantar connecting
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Mappingthe consumer journey
Identifying the role of branded websites on the purchase path
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Compete worked with an athletic footwear
brand to understand how to boost sales on
their brand website. To achieve this objective,
Compete set out to trace the overall path-to-
purchase for the category / brand:
How many shoppers are in-market?
What percent of purchases are madeonline vs. offline?
What online / offline channels are engaged
through the research / purchase processand when?
What are the barriers to online purchaseand on brand websites?
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Attitudinal research found that brand websites play an important role inthe research but not purchase phase of process
PRIMARY reason visited a brand website
To
see/compare
the full line of
Client
footwear
To find
information
about a
specific
footwear
model
To compare
prices
To customize
my own
footwear
To purchase
footwear
from the site
I wanted to try and find the
footwear at a better price
The site didnt offer
free shipping
The footwear I wanted wasnt
available on the site
I wanted the footwear
immediately
I wanted to try the shoes on
before I purchased them
The site didnt offer free
return shipping
The site was too confusing or did
not let me purchase
PRIMARY reason chose NOT to purchase athleticfootwear on brand website
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Connectingattitudes andbehaviour todetermine action
Purchase Path Share After FirstBrandWebsite VisitShare of paths leading to conversion one week after initial visit to Client
- Brand website - Department Stores - Competitors - Pure Plays - Retailers
35%
6%
6%
4%
37%
To increase brand website
conversion:
Client used onsite tools and
promotions to website stay top of
mind during the purchase/research
window and create an incentive to
re-visit
Adopted attractive online retailer
practices by lowering threshold for
receiving free shipping, and offer
free return shipping
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Quantifyingthe impactofonline display campaigns
On behalf of a large beverage manufacturer,
Compete set out to understand the influence of a
$4MM campaign on the consumer:
Herawareness of the online branding initiative
and ensuing perceptions and attitudes
toward the brand;
Heronline behaviors post-campaign
exposure, including engagement with the
brand-owned media, brand-sponsored social
media, and online searches for the brandscontent;
Heroffline purchase of the brand.
Over $20bn is spent on online display advertising globally, but the majority of
advertisers have little insight into the Return on Investment of their ad spend
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Establishingaholistic picture of campaign impact
Who she is
Majority of those exposed to the
campaign were in the target age
group of 18-24
What she thinks
Shes 40% more likely to express
knowledge of the online
campaigns core messaging
Campaign fits her perception of
the brand and reinforces key
image attributes, like corporate
responsibility
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Heronline behaviour
Shes significantly more likely to: Visit the brand website Visit the campaign sponsorship
site Visit earned media content on
Facebook / Twitter Engage in search for the brand
What she buys
Campaign reinforced brand
loyalty, prompting existing brand
users to purchase the brand more
often
Online campaign resulted in a short-term ROI of $2.62 per $ spent
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What Does itMeantoMe?
DigitalEfficiency in DataCollection
A true answer to theClients question of,How we can dothings cheaper /faster / better
ConnectingTraditional Questions:Online to Offline
Behavior
New revenue streamsfrom evolving clientmarketing andadvertising campaigns
Simplicity
Less data, moreconnected insights,
stronger digital
intelligence, deeper
understanding,
growth of business
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What Does itMeantomyClients?
CONNECTING DATA: NOT JUST COLLECTING
LEADING DIGITAL ASSETS FOR GLOBAL COVERAGE
TRADITIONAL AND DIGITAL: BRIDGING GAPS
ONLINE BEHAVIOR TO OFFLINE PURCHASE,
SIMPLIFY TURBULENT LANDSCAPE FOR CLIENTS
SIMPLE, EFFECTIVE, ANSWERS
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Thank YouDaniel KingManaging Director, UK & [email protected]