Answering a briefing often feels like trying to solve a puzzling case or cracking a code. It's a complex science mixing number crunching, logic, creativity, but also sociology, anthropology, epistemology. Philippe Deltenre presents the methodology he's using to adress complex briefings and big pitches: from briefing to storyline, from storyline to KPIs, from KPIs to execution plan.
8. Bias blind spot
The tendency to see oneself as less biased than
other people, or to be able to identify more
cognitive biases in others than in oneself
14. Key succes factor: Understand the
target
MALE / NL / SG 1 – 3 / AGE GROUP 60+/BRUSSELS + BRABANT
15. Key succes factor: Understand the
target
360 degree look at consumer habits, media
consumption and characteristics.
The Archetypes get to the heart of who these
real people are and what makes them tick.
A repository of everything we know about the
target from WAVE™, C.A.T™, CIM PMP,
Comscore,…
28. Briefing
• The problems we are trying to solve
– Market:
• Ex: lower product renewal pace (cars)
• Ex: market declining
• Ex: overall lack of confidence
• Ex: competition moves
• Ex: conservative customers (banking)
– Brand
• Ex: unknown brand (product launch)
• Ex: price perception
• Ex: low brand consideration
– Communication
• Ex: limited resources
• Ex: lack of consistency (erratic communication)
• Ex: lack of innovation fails to demonstrate brand innovation positioning
29. Briefing
Brand X communication modus is quite
traditional: relying heavily on paid media power
to impose product awareness. The brand is
lagging behind competitors in the use of modern
communication techniques (which is not in line
with the brand values). It's communication is not
particularly engaging and the relevancy for
younger audiences is questionable: Does the
brand's communication help justifying it's
premium position to them and their current
lifestyle ?
30. Briefing
• Our X hypothesis for this customer are:
– Ex: The change in consumer dynamics means
there is time to engage with a smarter
community, who have a different mindset
– Ex: Connected TV will impact TV buying
models…
32. • The storyline ends with the recap of the
(challenged) objectives. All objectives must be
translated in Business KPIs
33. Facebook KPIs?
• Nb of fans, Engagement (likes, comments,…),
Engagement score (Fans/engagement), TAT,
Fan activity are not Business KPIs
• Avoid KPIs that are achievable through black
hat strategies
• Basically: Reach/volume x conversion (volume
& cost)
34. KPIs for media selection
Loyalty Volume
• Frequency • New accounts
• ARPU • Exposition to
right message
CPL
• Cost to recruit a new
customer
35. KPIs for media selection
Loyalty = Volume =
average expense * Impressions * CTR
frequency * CVR
CPL = CPC * CVR
43. Panel KPIs
E spy
1 Je ne la connais pas Unawares
2 Je la connais et je suis/ j’ai été client mais je ne l’envisagerai plus
à l’avenir en cas de besoin de crédit (hors prêt hypothécaire) Lost clients
3 Je la connais, je suis/j’ai été client et j‘y ferai encore appel en cas
de besoin de crédit (hors prêt hypothécaire) Satisfied clients
4 Je la connais, sans jamais avoir été client, et je pourrais envisager
à l’avenir d’y faire appel en cas de besoin de crédit (hors prêt
Considerers
hypothécaire)
5 Je la connais sans jamais avoir été client, et je n’y ferai jamais
appel en cas de besoin de crédit (hors prêt hypothécaire) Indifferents
47. See you next Friday Session!
• Do you want to be the next speaker for a FAS?
Tell us @cleverwood or at info@cleverwood.be
• Did you enjoy it? Come for next FAS!
– FAS #53: February, 22: Foodblogging
• Do you want to know more?
Visit www.cleverwood.be and the Learning Hub