Congreso AMAI 2010

1. From Asking to Anticipating:
The Changing Focus of Marketing Research
September 7, 2010

2. Media is increasingly fragmented
2
Courtesy of Apple

3. Consumers have more options…
3
Courtesy of Apple

4. …and consumers have more control
CGM:
WOM/Buzz
Blogs/Email/IM
Podcasts
4

5. So brands leverage multiple media…
Outdoor
Metro. Subway Radio TV Cinema
Internet
Digital TV
Magazine
Newspaper
BORED
Under-stimulated
RELAXED
Seeking emotional
gratification
RELAXED
Seeking interest,
stimulation
ACTIVE
Goal-orientated
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6. …leaving researchers with:
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7. Data integration & simplification is the future of research
Data Synthesis  Research Storytellers
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8. “Consumer Expression”  “Actionable Insight”
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Observing and listening will be increasingly important
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9. A survey is just one data source
Naturally occurring
conversations
Communities Search and online behavior
Secondary data
Understanding the
consumer's mind
The survey environment
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10. 10
Dynamic Logic researchers connect the dots for our clients
+
Combined branding
& behavioral analysis
for a more holistic
view of campaign
effectiveness
SURVEY:
Branding effectiveness
research
OBSERVATION:
online behaviors via
clickstream data
=
Did my overall
campaign drive
key branding
metrics?
Did my overall
campaign drive
key online
behaviors?

11. Choosing the right data source for the business question
Did my overall
campaign
drive brand
perceptions?
What are
people saying
about by
brand online?
+
Integrated insights
on the effects digital
campaigns have on
brand goals and
consumer sentiment
SURVEY:
Branding effectiveness
research
OBSERVATION:
Listening to consumer
voice, sentiment, and
influence =
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12. Case Study
Support the re-launch of a brand in the personal care category with a major product formulation change.
Campaign included an integrated marketing campaign across TV, print and online platforms.
Campaign Objectives:
Dynamic Logic's CrossMedia Research™ to measure individual media and synergistic
media impact.
Compete to measure online behaviors
Cymfony to gauge online sentiment and product experience
Measurement Recommendation:
The product re-formulation appears to be working however the marketing can be further optimized
Key Insight:
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13. CrossMedia analysis showed that the Marketing Campaign
raised awareness but at 14% final product awareness the
marketing campaign didn't reach its goal
Overall Brand Awareness
Are you aware of a new ingredient used in personal care Brand X?
+0.6
+4.8
+5.0 +9.6 A
TV-Only (A)
Baseline=3%
OTS=3%
B=418
OTS=521
TV+Online (B)
Baseline=5%
OTS=9%
B=355
OTS=148
TV+Print (C)
Baseline=6%
OTS=11%
B=1144
OTS=559
TV+Print+Online (D)
Baseline=4%
OTS=14%
B=353
OTS=211
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14%
Awareness

14. Further online behavioral analysis confirmed mis-attribution
as competitive site visitation went up as a result of exposure
to the advertising
Overall Audience: Behavioral Metrics
+164%*
+116%*
+84%*
1
* Statistically significant difference between control and exposed group at a 90% confidence level

15. Brand Campaign Launch
Social media analysis showed that the total share of brand
buzz increased and was sustained after campaign launch but
overall observed levels were still low
Total
Category
Buzz
Share of Buzz Prior to Campaign Launch Share of Buzz After Campaign Launch
Competitor Z,
59%
Brand X,
17%
Competitor Y,
24%
Competitor Z,
30% Brand X,
43%
Competitor Y,
27%
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16. Heat Map: What Are People Saying?
After extensive "reader analysis", positive product attributes
emerge, suggesting an early belief in the product itself
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Parent brand (178) Ingredients (25)
Brand (11)
body products (10)
body wash(4) Healthy skin (4)
Moisture (8)

17. Online Sentiment: Brand X Works
Further social media analysis showed that among those that
have used the product, they are affirming that the product
reformulation works
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18. Summary: Key insights derived
Survey Insights Marketing campaign broke through but awareness metrics fell
below goal.
Observing Online
Behavior
View-through and search traffic increased for not only the brand
but also for the competitors, suggesting some marketing
confusion.
Listening to Online
Discussions
Brand led share of buzz but overall levels of buzz remained
below anticipated. Users of the product believed in the
reformulation.
Survey + Observation
+ Listening
Product works but the marketing supporting the product is not
breaking through effectively. Suggest campaign refresh using
more online and print.
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19. O
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Now 2-3 Years 5 Years
Anticipated utilization of survey and observational/behavioral
data over time
Listen & Respond Anticipate& Inspire
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REACT LISTEN ANTICIPATE
Surveys
Ratings
Focus Groups
Panels
Sales
Behavior
Search
Word of Mouth
Neuroscience
Sales

20. Implications for the research function
Quantifying the Expected Listening for the Unexpected
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21. Be more forward-looking
In addition to “metricizing” the past, listening will allow research to anticipate future states and
make recommendations on marketing strategy and action.
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22. Developing bridges and synergies across data sets
• Allows for greater explanation for brand performance
• Permits databases to be bridged
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23. Become better storytellers
With rafts of data, it becomes all the more important for researchers to tell stories which
feature compelling insight that drive the business forward
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24. From the press today:
“Instead of reading what happened
yesterday, last week, or a month ago,
we are trying to anticipate what is
coming, staying in control and staying
relevant.”
- Filippo Passerini, P&G Chief Information Officer
- Quoted today (9/7/10) in CIO Insider
Source: warc.com/news

25. Thank you.
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