1. OMMA Conference: Digital Moneyball
How Brands Get On Base With Customers
Connecting Digital Technology
with Brand Strategy

2. Where we are:
Usage reports...
Demographic data on the usage reports...
Attitudinal data on the demographic data on the usage reports...
CMO: No more data dumps!
2

3. Brands really know how to target their demographic
That’s not the issue!
3

4. Similar to where we were when first measuring TV...
...we know a lot about who is using
digital communication platforms
4

5. Need to break down the wall between digital technology
and brand strategy
5

6. Brands need to know how digital works in their category
What digital platforms Where in the category = Digital Platform GPS -
(e.g. social networks,
+ (e.g. which engagement The intersection of
blogs, brand websites) driver is most influenced)? platform and brand
are being used to interact
with the category?
6

7. Brands in the Digital Space: Not “Whether,” But “What?
Brands need to know:
How digital platforms connect with drivers of category engagement
and
How to harness the power of their category consumers engaged with digital
7

8. Brand Keys Customer Loyalty and Engagement Index (CLEI)
Annual Survey (2012 is the 16th year) Male/Female
83 categories (598 brands) 18-65 years old
49,000 consumer interviews 75% phone interviews; 20% in-person for
cell phone only, 5% online
Drawn from the 9 US Census regions
Self-classify for category and brand
8

9. February 28, 2012: Reported by 24/7 Wall St., a global equity
analysis firm
 Using Brand Keys 2012 CLEI data, 24/7 Wall St. ran a financial equity analysis
against 598 brands
 They identified the 11 brands that received the highest score relative to their category
Ideals in the Brand Keys study
 10 of these 11 brands are the market leaders in their category
9 9

10. Digital Communication Platforms Assessed
1. Blogs
2. Brand’s own website
3. Browsing portals (like Yahoo or MSN)
4. Classified
5. Digital magazine
6. Digital newspaper
7. Email
8. Gaming
9. Mobile apps
10. Music
11. Online video
12. Search
13. Shopping portals (like Amazon.com)
14. Social networks (like Facebook or Twitter)
10

11. Brand Keys Digital Platform Engagement Index (DPEI)
Category-specific identification of ranges of digital involvement
Percent-contribution the digital communication platforms make to engagement and loyalty
Exactly how those digital communication platforms connect with the emotional and rational drivers of
consumer decision making in category
How consumers with high-digital involvement see the category, versus the general population
Identification of electronic devices providing the “best” interaction with each of the digital platforms for
each category
11

12. Findings across categories gives information but not category-
specific insight
.5%
2% 2% 1%
Search
2% .5%
3% Brand's Own Website
18% Shopping Portals
5% Browsing Portals
Email
Social Networks
11%
Mobile Apps
16% Blogs
Online Video
12% Digital Magazines
Digital Newspapers
14%
Classified
13%
Music
Gaming
12

13. OTC Pain Reliever Category
13

14. OTC Pain Reliever Ideal (General Population)
150
140 134
Customer Expectation Levels
130
125
130
120
120
110
100
Trusted Brand for Value Safe to Use =24% Strong Relief =23% Family Friendly =21%
=32%
Highest Loyalty Drivers – Order of Importance Lowest
14

15. OTC Pain Reliever Attributes, Benefits, and Values (General Population)
A Trusted Brand for
Value (32%) – Driver 1
A brand I trust 28%
Safe to Use (24%) –
Good value for the
money 25% Driver 2
A trusted name in Is safe to use 28% Strong Relief (23%) –
pain relief 20% Driver 3
Specializes in pain relief 25%
Widely available Provides strong relief 25% Family Friendly (21%) –
15%
Has been extensively Has a range of
Driver 4
Recommended by 17%
12% researched products for all pain Good for all family
friends and family 24%
types members 38%
Is FDA approved? 15%
Eases pain quickly Comes in different
Has been clinically 22% formulations, i.e. low 32%
tested 15% dose, regular, flavored
Reduces
inflammation 16%
Comes in tablets, gels,
and caplet forms 30%
Reduces swelling 13%
15

16. General Population vs. Higitals
The Higitals (highly digitally engaged) represent the top 20% of the general population in
terms of digital involvement in the category: i.e., time spent weekly on any/all of the set of
digital platforms identified by the category consumers themselves.
Higitals
(20%)
OTC Digital Usage Range =
64-84 hrs/wk
General Population
(80%)
OTC Digital Usage Range =
1-64 hrs/wk
16

17. OTC Pain Reliever Ideals (General Population vs. Higitals)
150
141
140 134
131
Customer Expectation Levels
130
128
125
130
120 120
120
110
100
Trusted Brand for Safe to Use Strong Relief Family Friendly
Value
General Population Higitals
Highest Loyalty Drivers – Order of Importance Lowest
17

18. OTC Pain Reliever (General Population vs. Higitals)
The order of the drivers is the same for General Population and Higitals with similar
percent-contribution but different expectations.
A Trusted Brand for Value – Driver 1 Safe to Use – Driver 2
General General
Higitals Higitals
Population Population
A brand I trust 28% 29% Is safe to use 28% 27%
Good value for the Specializes in pain
money 25% 22% relief 25% 30%
A trusted name in Has been extensively
pain relief 20% 17% researched 17% 15%
Widely available 15% 12% Is FDA approved? 15% 13%
Recommended by Has been clinically
friends and family 12% 20% tested 15% 15%
18

19. OTC Pain Reliever (General Population vs. Higitals)
Strong Relief – Driver 3 Family Friendly – Driver 4
General General
Higitals Higitals
Population Population
Provides strong relief Good for all family
25% 25% members 38% 36%
Has a range of
Comes in different
products for all pain 24% 24% formulations, i.e. low 32% 32%
types
dose, regular, flavored
Eases pain quickly 22% 27% Comes in tablets, gels,
and caplet forms 30% 32%
Reduces inflammation 16% 12%
Reduces swelling 13% 12%
19

20. OTC Pain Reliever (General Population vs. Higitals)
A Trusted Brand for Value – Driver 1
General
Higitals
Population
A brand I trust 28% 29%
Good value for the
money 25% 22%
A trusted name in
pain relief 20% 17%
Widely available 15% 12%
Recommended by
friends and family 12% 20%
What digital platforms might fit for Higitals?
20

21. OTC Pain Reliever Ideals and Digital Platforms
(General Population vs. Higitals)
150
141
140 134
130 131
Customer Expectation Levels
128
125
130
120 120
120
110
100
Trusted Brand for Safe to Use Strong Relief Family Friendly
Value
General Population Higitals
Highest Loyalty Drivers – Order of Importance Lowest
21

22. OTC Pain Reliever Ideals and Digital Platforms
(General Population vs. Higitals)
Higitals:
-Social Networks
150 -Blogs
141
General Population:
140 134 Blogs
130 131
Customer Expectation Levels
128
125 General Population:
130
Social Networks
120 120
120 “Recommended by friends and family”
(Gen Pop =12%, Higitals =20%)
110
“Specializes in pain relief”
(Gen Pop =25%, Higitals =30%)
100
Trusted Brand for Safe to Use Strong Relief Family Friendly
Value
General Population Higitals
Highest Loyalty Drivers – Order of Importance Lowest
22

23. Real Digital Transformation for Brands
Provides the connective tissue between digital platforms and the drivers of category brand
loyalty and engagement,
Thus allowing for strategic maneuverability in digital space,
Can be shaped for category and device-specificity,
So it informs as to where to best allocate resources,
Allowing for the customization of digital strategy and content for different audiences –
Gen Pop and Higitals – delivering against what has real meaning to those audiences.
23

24. Brands At Their Digital Best
Blogs Brand’s Own Website Browsing Portals
MLB/Netflix Macy’s Samsung Flat-Screen TV
Classified Digital Magazine Digital Newspaper
Hyundai/Ford Home Depot Expedia
Email Gaming Mobile Apps
Costco/AT&T Wireless Patron Tequila/Coor’s Apple iPhone
Music Online Video Search
Coke Kindle/Call of Duty Hilton Hotels
Shopping Portals Social Networks
Skechers Coke/McDonald’s
24

25. Result: A Winning Strategy Plan for the Digital Game
25

26. For more information, contact:
Robert Passikoff
President, Brand Keys, Inc.
212-532-6028 x12
robertp@brandkeys.com
www.brandkeys.com