Post on 10-May-2015
description
Translating Consumer Engagement into Marketing Success
Consumer Insights
from the “Voice of
the Consumer”
Next-Generation Marketing Insights
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10/9/2013 2
• Consumers are shifting at speeds that challenges marketers to
adapt & innovate, while traditional insight techniques are slow to
capture these changes and often create biases when decoding what
consumers think.
• NGMI’s insight techniques provide rigorous solutions to real insight
challenges:
– Size and trends of concepts & attributes for brand opportunities
– What is working and not working with the consumer and why
• Our methodology harnesses the massive, unmonitored, and
unbiased “big” database of conversations by consumers: social
media, transcripts, call centers, focus groups . . .
• We will show you how our validated linguistic approach unlocks the
consumers’ voice to support faster, economical and actionable
insights.
NGMI’s Superior Approach To Consumer Insights
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NGMI Synergy Creates Actionable Consumer Insights
Stance-Shift Analysis/SEI
Unobtrusive
Business Intelligence &
Modeling
Unbiased
Consumer Conversations
Unmoderated
3 10/9/2013
Insight Driven Opportunities
Dashboards to Monitor KPIs & Trends Powerful multi-dimensional data cube
Copyright 2013 Next-Generation Marketing Insights Confidential & Proprietary; All Intellectual Property Rights Reserved
• Stance-Shift Analysis, published & peer reviewed, reveals what matters to
the consumer:
Stance-Shift Analysis measures consumers’ verbal shifts in positioning as
they talk.
We capture the emotion, intensity, appraisal and commitment in the
context of conversations to uncover the deep subtleties of what’s said.
• It enables us to solve what others miss: Size, Trend and New Concepts
Focusing only on what matters: We filter and determine importance
through engagement – far superior to simple words/comment frequency.
Consumer trends: We capture the shifts and prioritize getting the trend
right, validated through the independent measure of our metrics vs sales.
• NGMI’s Semantic Analysis is tuned to detect topics and concepts.
We link these topics to quantified opinions, evaluations and endorsements
through adaptive tonality, allowing us to map Strengths, Weaknesses,
Opportunities & Threats.
Semantic Engagement Index: SEITM integrates our Stance-Shift Analysis
measurement to power consumer insights.
Stance-Shift Analysis: Measure What Matters From
Consumers’ Own Words
4 10/9/2013
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The correlation to sales over time shows the SEI™ has Predictive Power, some of the correlation studies where conducted by bottomlineanalytics.com
5
SEI™ Captures The Consumer So Well, It Often Correlates To Brand Sales
(Validated through independent company studies*)
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I just got my cool new iphone5 from BestBuy,
however, I keep getting dropped calls on the
Brand X 4G network
Topic List • Iphone5 • BestBuy • Brand X • Network
- 4G - Dropped calls
Positive tonality
Negative tonality
Flag Brands & Relative Importance
Custom coding enabled by Business Intelligence
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How Stance-Shift Unlocks A Single Comment
Engagement
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Business Intelligence
Clustering & CART
Correspondence
The Solution Path For Consumer Chaos
10/9/2013
From Millions of Cleaned Targeted Conversations
We apply advanced Modeling Techniques
Small Pepermint Afternoon Snack 12 Pack
Great Deal Breakfast yum Large
Miss it Get me one Orange on sale
Morning Half Priced got coupon Drive Home
Vanilla Mocha 8 Oz need a hit
We Detect Thousands of interesting “nodes” of Consumer information
Striving for integrated consumer understanding
Clear Topics & Concepts of Importance
Emerge
Our Supervised Learning Pattern Detection organizes the nodes
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Emerging Delivery Form
Convenience
Brand Leader & Retail Presence
Traditional Category
Hot
Healthy Satisfy/Fun Products
Serving Size
Price/Promotion
Cold Hot Cold
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Unlocked Consumer’s Voice allows Structured Roadmap
Client Brand strong in Large Satisfy
/Fun areas, while Segment declining Client Brand opportunity in
Healthy & Hot Solutions
Most Important
Least Important
Note: Beverage category composite example, illustrates the consumer concepts and themes of social media conversations, and
reflects the composite learning from multiple analytical techniques. Size of Boxes reflect Engaged Volume.
New Delivery Form solving
consumer Convenience needs –
more presence needed
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-40 -30 -20 -10 0 10 20 30 40
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Topics Momentum And Strength
Identifies Threats And Opportunities
Box size represents SEI variable importance
Strength & Performance Grid – Highlights Action Areas
3.5
3.0
2.5
2.0
1.5
1.0
Momentum– SEI Growth
Fun + Cold
Lower priced & Healthy
Build on Strength & Momentum
Defend Strategy: Important but declining
Low Importance Add Support to Capture Growth/Emerging Opportunity
Clie
nt
Bra
nd
: R
ela
tive
Str
en
gth
V
s. C
om
pe
titi
on
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10 10/9/2013
We Leverage Social Media to Analyze Marketing Events
• Independent industry studies have shown SEI™ as a powerful explanatory
variable:
• Our approach provides a robust measurement of consumer’s reactions to
promotion campaigns.
• Our analysis delves deeper, identifying: • Consumer references to the underlying theme of a promotion.
• Consumer reactions to promo participation (“I love the way it tastes...”).
• Emergent themes amongst consumers, such as nutritional concerns.
• We present a holistic analysis • SEI Strength
• GRP Effectiveness (an efficiency measure)
• Consumer likes and dislikes
• Overall quality of consumer impressions
• We identify key values of non-Media marketing events.
• We guide tactical consumer communications.
• We help manage your brand’s consumer activity as the campaign unfolds.
• We de-mystify how different fan segments open new opportunities.
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11 10/9/2013
We Deliver Consumer Insights
That Guide Key Business Decisions
Key Areas Product Innovation Discover new ideas from thought leader conversations
Uncover consumer generated product ideas and improvements
Advertising & Communications See how consumers connect to specific campaigns
Quickly measure impact between campaigns and mediums
Segmentation and Targeting Identify the most passionate consumers
Learn what grabs their attention
Promotion and In-Market Executions
Improve your promotions by measuring what is memorable Generate cross-promotional opportunities
Brand Health Where are the problems and opportunities
Learn what motivates your consumers
Our extensive Marketing experience enables us to work across industries
in applying our innovative consumer insights. We deliver quick and cost
effective solutions by unlocking what consumers are really saying.
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12 10/9/2013
Our Consumer Insight Solutions Drive ROI
Fair Weather Followers
Loyal Fan
Strong Fan
Core Fan
Uncover motivational drivers by segment
•Identify the differences by key consumer segment
•Uncover the optimal actions for targeting each group
50 75
100 125 150
Jan Mar May Jul Sep Nov Jan Mar May Jul
Intensity Index
Determine the impact of ad campaigns
Measure the value of sponsorship programs
51%
19% 15%
15%
Distribution of Weighted SEI NASCAR
Stadium Name
Hockey
Tennis
3.3
4.3
4.0
5.9
Relative SEI
Use Dashboards to Monitor KPIs & Trends
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Wrong Market View Non-Engaged Consumer
Comments (~79% of total) that are most frequent
…which is why many have misinterpreted the market, leading to false results.
NGMI Methodology Filters out the Non-Engaged elements
Form and Function
Technical/Non-Emotional
Screen Content
Music-Centric
iPhone Mac iPod
Price (high)
iPad
Ebooks/eReader
Kindle
Hardware/Apps
PC
Correct View Highly Engaged Consumer Innovation should focus on offerings within Apple Culture & Product Set, with applications and content leveraging that culture, recognizing high brand loyalty.
Analyzing Wrong Conversations Led to Many Failed iPad Competitors
Our Correct Consumer Research Showed iPad Was Not About Hardware & Content…
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Custom Analytics Report
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iPad example illustrates the concepts and themes of social media conversations, and reflect the composite learning
from multiple analytical techniques.
…For iPad, The Apple Culture Itself Was The Dominant
Influencer
Most Important
Least Important
Apple Culture (Positive Halo)
Hardware/Apps (Technical / non-emotional)
Content: Music Centric
iPad iPhone
Screen
Mac & iPod
Kindle/eReaders
Ebooks
Hardware/Apps
PC
Content
Price
Engaged iPad conversations showed that only
choices within Apple were considered
Non-Apple choices were not an option
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Custom Analytics Report
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15 10/9/2013
Brands comments and likes build over time can be compared and used
as a base for campaign analysis for tactical management.
50 75
100 125 150
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul
Intensity Index
We Provide You With The Tools To Manage Your Brand’s
Consumer Activity As A Campaign Unfolds
Facebook Base Report
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* GRP Effectiveness Index - Relative ability of a campaign to generate consumer response
** - Unfavorable + Favorable ++ Very Favorable +++ Most Favorable
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We Go Further by Holistically Capturing Consumer
Response to Advertiser Messaging
Custom Analytics Report
Innovative metrics provide a platform for campaign comparisons across
messages and insightful eWOM diagnostics driving the numbers.
0
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0.3
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0.5
0.6
0.7
0
20
40
60
80
100
120
140
1 2 3 4 5 6 7 8 9 10 11 12
NET SEI™
G
RP
First Quarter 2013 Campaign Analyses GRP & Net SEI™
Grandma’s Pies Free Parking? Love My Dog
GRP
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17 10/9/2013
We rank and score key sections and events on the Facebook Timeline. This
provides a view of marketing events as measured by your brand’s Facebook
activity. Below, the top events that generated the greatest buzz, likes and
intensity:
1. Fall Trends: Fuzzy and Bright
2. Bold Purple
Facebook Timeline Tactical Evaluation Report
And We Extend to Tactical Consumer
Communications
Facebook Base Report
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18 10/9/2013
We Help You Uncover Opportunities By
Consumer Segment
Fair Weather Followers
Loyal Fan
Strong Fan
Core Fan
TV, Radio, Phone
Apps, Merchandise
Select Game
Subscriptions,
Merchandise
Season Tickets,
Luxury Boxes, High
End Merchandise
Club, School,
Organization Nights
For sports marketing,
• What matters to fans and how is that changing.
• What is important in driving their engagement.
• Uncover concerns before they become problems.
Identify the differences by key fan groups and pinpoint
potential actions targeting each group.
Custom Analytics Report
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19 10/9/2013
• Our rigorous methodology creates performance metrics comparable across time periods, brands, categories, channels and special events.
• The Rainbow event created a strong surge in volume weighted engagement that was more positive than normal, and supported a successful flavor.
• However, the consumer conversation effects were not lasting, which was reinforced by our qualitative analysis that other promotions had stronger consumer resonance for the brand.
For a Half-Priced Rainbow Blends promotion:
We Measure Promotional Impact with Advanced Metrics
Custom Analytics Report
Rainbow Blends
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Going Beyond Sales
We Measure the True Promotion Experience
Not all social media comments are equally impactful, so
we created a more predictive measure:
Engagement Weighting Volume
In a recent International Flavors Campaign, Chocolate
had the strongest surge in Engagement Weighting
Volume vs. baseline.
Promotion Event: Consumer references to the promotion
events and the specifics, i.e., time, date, place, etc.
Product Experience: Captures customers’ reaction to the
event, product, e.g.: taste. Vanilla discussions were around
the product quality experience, rather than just “what was the
deal”.
Emergent Themes: Chocolate raised customers’
nutritional concerns that surround diet and weight gain.
We uniquely measure consumers’ shared promotion
experience to evaluate and improve promotion design.
Successful brands’ equity is reinforced through promotions that deliver memorable consumer
experiences that transcend price, so we go further . . .
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Custom Analytics Report
Copyright 2013 Next-Generation Marketing Insights Confidential & Proprietary; All Intellectual Property Rights Reserved
Monitor and Manage Brand Reputation
• What are consumer’s perceptions of High Fructose Corn Syrup?
• How do these perceptions impact my product and Marketing strategies?
Copyright 2013 Next-Generation Marketing Insights Confidential & Proprietary; All Intellectual Property Rights Reserved
We Let You Measure The Value Of Sponsorship Programs
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NASCAR Sponsorship
Yielded High Return • Disproportionate share of social
media comments
• High positive SEI™ ratio
• Large share of comments relating
to season-long, sponsored cars.
Recommended Actions:
Refresh Media Themes
• NASCAR has seen a softening of Intensity
• More opportunities to create excitement
Hockey and Tennis are Growth Opportunities • Take a page from NASCAR….
• Increase cross-promotional tie-ins +
51% 19%
15%
15%
Volume Wtg Engagement by Venue
NASCAR
Stadium Name
Hockey
Tennis 3.3
4.3
4.0
5.9
SEI™ Ratio
We uniquely employ our metrics to measure and track media campaigns,
events & promotions; here we measured a clients Sports Sponsorships.
Note: Data changed to preserve client confidentiality Custom Analytics Report
- +
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HOTEL VARIABLES STRUCTURE
We mined travelers online reviews, which showed that
Pillows, Amenities, & Front Desk are the key drivers.
Hotel Chain Example
Drivers of Customer Delight & Bookings
CONCIERGE
FRONT DESK
STAFF
MANAGER
HOUSEKEEPING
VALET PARKING
GYM
LOBBY
POOL
PARKING
GROUNDS
FACILITY
OTHER
VALUE
FOOD PERSONNEL
ROOM
COST
PRICE BATHROOM
BED (PILLOW)
ELECTRONICS
AMENITIES
LINEN
FURNITURE
CONDITION
RESTAURANT
BAR
BREAKFAST
ROOM
SERVICE
LOCATION
SPECIAL EVENTS
NGMI Insight Engine is an unobtrusive window into the guests’ hotel experience.
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Custom Analytics Report
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Hotel Strength & Performance Grid
Highlights Opportunities
Personnel represents a major detractor of the guest experience indicating
a prioritized opportunity to improve their positioning among travelers.
3.5
3.0
2.5
2.0
1.5
1.0
Re
lati
ve
S
tre
ng
th
FACILITY
OTHER
PERSONNEL
-40 -30 -20 -10 0 10 20 30 40
Momentum Box size represents SEI variable importance
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Custom Analytics Report
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Key Driver Variable Finding Implication Hotel Action
BED Basic Business hotels
show Pillow quality as
differentiator
Top quality pillows,
when better than
expected, drive delight
Upgrading pillows is a
modest investment that
is noticed
AMENITIES Unusual amenities in the
bathroom and turn down
service is frequently
mentioned
Distinctive items left in
room, like premium
chocolate, drive
passionate comments
Another small
investment that is
making a difference in
tourist destination
locations
STAFF Front Desk interactions that
are not helpful are the
largest source of hotels
losing in rank
Failing to respond at
the front desk quickly
loses business
A more systematic
tracking and coaching
program for Front Desk
Staff
Strategically the success factors make a surprising difference in
hotels’ competitive performance
o Quantitative measures that pinpoint guest delights and disappointments.
o Track guest experiences among competitors
o Prioritize training and investment opportunities by lift in revenues.
o Which advertising and branding are most noticed and memorable.
o Determine guest “equity” by property.
Hotel: Turning Insights To Actions
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Custom Analytics Report
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Hotel: Learning From Guests
Winning Prosperities & Themes
NGMI Hotel Metrics Ranking & Change – By Area
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Custom Analytics Report
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Sample Clients
Copyright 2013 Next-Generation Marketing Insights Confidential & Proprietary; All Intellectual Property Rights Reserved
NGMI’s Methodology In Academic Publications
• Boyd Davis, Charlene Pope, Peyton Mason, et al. (2012). Stance Analysis of African Americans with Diabetes: “It’s a wild thing, waiting to get me”. The Diabetes Educator.
• Antonella Capriello, Peyton R. Mason, Boyd Davis and John Crotts (2011). Mining consumer sentiment from blog
narratives: An application of three alternative methods. Journal of Business Research.
• John Crotts, Boyd Davis and Peyton Mason (2011). Analyzing travel blog content for competitive advantage: Lessons learned in the application of software aided linguistics analysis. In Marianna Sigala (ed) Web 2.0 in Travel, Tourism and Hospitality: Theory, Practice and Cases. Surrey, UK: Ashgate Publishing Ltd.
• John Crotts, Peyton Mason and Boyd Davis (2009). Measuring guest satisfaction and competitive position: An application of stance shift analysis of blog narratives. Journal of Travel Research, Vol. 48 (4), 139-151.
• Boyd Davis and Peyton Mason (2008). Stance analysis: when people talk in online focus groups. Handbook of Research on Computer Mediated Communication. In S. Kelsey and K. St. Amand (ed). Hershey, PA: Idea Group, Inc.
• Peyton Mason and Boyd Davis (2007). More than words: Using stance-shift analysis to identify crucial opinions and attitudes in online focus groups. Journal of Advertising Research 47, 4: 496-506.
• Peyton Mason, Boyd Davis and Debora Bosley (2005). Stance Analysis: Social Cues and Attitudes in Online Interaction. Innovations in E-Marketing II. In S. Krishnamurthy, (ed). Hershey: PA: Idea Group.
We are leading experts in language analysis using proven cutting-edge methodologies, with widely published peer reviewed academic validation.
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Who We Are
What sets us apart? We are best in class and widely published in translating
linguistics into practical applications. Partners have a wide and deep experience
working for and consulting with leading companies including: Coca-Cola, Home
Depot, Anheuser-Busch, Kraft, Gallo, Unilever, Kellogg, P&G, and across
industries.
PEYTON MASON, Ph.D.
Helped pioneer
stance-shift analysis
and has extensive
market research
experience.
SCOTT WALKER, MBA
Leading role in
transforming
consumer and quant
data into actionable
insights and decisions
across large and small
FMCG companies.
JOHN CROTTS, Ph.D.
Fulbright Traveling US
Scholar, Professor of
Hospitality and
Tourism Mgt at College
of Charleston.
Widely recognized in
hospitality research
and consulting.
BOYD DAVIS, Ph.D.
Bonnie E. Cone
Professor of
Teaching, Professor
of Applied
Linguistics/English.
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Raw Material Used To Power Our Analysis
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Reports Information Used
Facebook Base Report Facebook Dimensions Analysis
Facebook Companies’/Brands’ Core Timeline & Fan Pages
Advanced & Customized Analyses
All Major Social Media Channels: • Facebook: broader capture of public pages • Twitter, Google+, YouTube • Boards, Blogs, Groups & Forums Can be customized with other sources: • Complete captures of targeted special interest sites • Consumer call center and other electronic consumer
interactions
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Want to learn more?
To Arrange A FREE webinar,
Contact
Diane Light Waight Sales Consultant
770.316.0941 diane@lightwaightconsulting.com
http://www.nextgenmi.com