American Marketing Association (AMA) Presentation (09-13)
•
1 j'aime•2,364 vues
Presented at the 2013 American Marketing Association (AMA) Annual Marketing Conference on 9/11/13 in New Orleans, LA
Recommandé
Recommandé
Contenu connexe
Tendances
Tendances (19)
Similaire à American Marketing Association (AMA) Presentation (09-13)
Similaire à American Marketing Association (AMA) Presentation (09-13) (20)
Plus de Brent Chudoba
Plus de Brent Chudoba (19)
Dernier
Dernier (20)
American Marketing Association (AMA) Presentation (09-13)
- 1. The Secret to Successful Survey Projects Better Decision Making Fueled by Data American Marketing Association SEP 2013
- 2. 2 • VP, GM of SurveyMonkey Audience • Five years @ the Monkey @bchudoba brentchudoba.com Hi, I’m Brent
- 3. Why do marketers LOVE survey data? 3 To try and understand the public's way of thinking. Often proves a point or opens up a new market Able to quickly provide feedback to industry decision makers to demonstrate we stay informed and keep them informed. Concrete data to tell us how our consumers think/feel Narrows down a wide variety of a group's opinions,habits, and preferences to help give you better direction in making marketing decisions and taking action. I like statistics and analytics so when I see numbers, it helps me to make, what I think, are better informed decisions. I love the research and statistics that come out of surveys. It’s fact. You can make decisions. Lets us know what the customer wants, otherwise we are making decisions based off of stereotypes, gut reactions, or the past.
- 4. Our mission is to help people make better decisions 4
- 5. Let’s start with a survey 5 GO TO OR TEXT the word: AUDIENCE to 41411 www.surveymonkey.com/s/AMAconference
- 6. Question: What is the most challenging aspect of running a survey project? 6
- 7. Let’s see what marketers said… 7
- 9. And the live audience said… 9
- 11. The challenges 11 • Sign off takes much longer than expected
- 12. The challenges 12 • Sign off takes much longer than expected • Projects can be costly
- 13. The challenges 13 • Sign off takes much longer than expected • Projects can be costly • Creating questions that will produce reliable data is challenging
- 14. The challenges 14 • Sign off takes much longer than expected • Projects can be costly • Creating questions that will produce reliable data is challenging • Takes weeks (sometimes months) to get data back
- 16. The Secret: Write your conclusions BEFORE you create your survey 16
- 17. How can you write conclusions before you have data? 17 BIAS
- 18. Step back 18 Think about the scientific method
- 19. Remember your 8th grade science fair? 19 • Make an observation • Propose a hypothesis • Design an experiment • Test • Accept or reject the hypothesis • Revise hypothesis or draw conclusions
- 20. What usually happens after a meeting… 20
- 21. Now, what SHOULD happen after a meeting… 21 Observation Identified a trend for study Hypothesis Draft your final presentation: blog post, research report, memo, ppt Design Design a survey that provides the data you need & ONLY the data you need Test Deploy survey Accept/Reject hypothesis Insert findings into draft presentation Revise/Accept hypothesis Make business decision
- 22. If you try this… 22 • Your project timing/cycle will be much faster • You will have time to do follow up projects - Or make survey tweaks after you capture initial data • The hard part of your conclusion/presentation stage is done by the time you start to analyzing • Analysis will be fast - Short surveys = fewer data points - And, well structured questions!
- 23. Let’s give it a try… 23
- 24. Netflix 24 • In early 2013, Netflix debuted ‘House of Cards” as a blockbuster original series • How would subscribers react? Would it start a new chapter in content creation and distribution? • Our customer found out way before everyone else
- 25. Drafting our blog post/memo/research report 25 Netflix launched ‘House of Cards’. Netflix will provide metrics on viewership in several months. In anticipation, we talked to [XXX] Netflix subscribers last week to predict ‘House of Cards’ viewership and how important original content will be to Netflix subscribers. We found that [XXX] of Netflix customers surveyed had watched ‘House of Cards’. Of those who had watched the show, viewers reported watching [XXX] episodes on average. How will this impact Netflix? [XXX] of the ‘House of Cards” viewers indicated that original programming was [XXX] important as a subscription retention driver for Netflix.
- 27. Collecting respondents 27 Hi, we can help with that…
- 28. SurveyMonkey Audience 28 • Millions of people ready to share their opinions • Recruited from SurveyMonkey • Rewarded with charitable donations • Trustworthy opinions • Dozens of targeting options • Global respondents
- 29. Example Audience project summary 29
- 30. 30 1
- 31. 31 2
- 32. 32 3
- 33. Let’s revisit our draft… 33
- 34. Filling in the blanks 34 Netflix launched ‘House of Cards’. Netflix will provide metrics on viewership in several months. In anticipation, we talked to over 150 Netflix subscribers last week to predict ‘House of Cards’ viewership and how important original content will be to Netflix subscribers. We found that 20% of Netflix customers surveyed had watched ‘House of Cards’. Of those who had watched the show, viewers reported watching nine episodes on average. How will this impact Netflix? 26% of the ‘House of Cards” viewers indicated that original programming was extremely or very important as a subscription retention driver for Netflix.
- 35. Making better decisions 35 • Does this replace the need for your research department? Or for your research agency? - No, but this process empowers everyone • Test out concepts, campaigns, and use data to make more decisions be great decisions • At today’s speed of business, you can’t afford not to incorporate data into your decision making
- 36. Top use cases for marketers 36 • Message testing • Creative testing • Product research • Brand research • Segmentation studies • Persona development • Competitive research • Content generation
- 37. Now you give it a try 37 • Pay only for the survey respondents • We do the rest - We’ll help you create an amazing survey for free ($999 value) Email: Visit: AMA@surveymonkey.com audience.surveymonkey.com *Conditions: Offer expires on October 30, 2013. You, or someone at your company, must have been an attendee at the AMA New Orleans 2013 Convention. Limit of 1 discount per customer. Survey Respondent purchase minimum of $1,500 to qualify for the discount. You must apply for the offer by emailing ama@surveymonkey.com and mentioning this offer.