205209986 Geometry Intelligence v5.indd 1 16/05/2016...

205209986_Geometry_Intelligence_v5.indd 1 16/05/2016 12:33

geometry global

intelligence

205209986_Geometry_Intelligence_v5.indd 2-3 16/05/2016 12:33

Recent marketing wisdom suggests that the key to success lies in understanding the journey, and here at Geometry Global that’s where our expertise lies. Geometry Global Intelligence takes that a step further by responding to one unmet need: the need to be more effective and efficient.

Media fragmentation has significantly increased the complexity of brands’ ability to invest marketing budget exactly where it is needed to drive growth. Geometry Global Intelligence works with clients to help transform their business performance by identifying efficient and effective solutions using a unique, proprietary methodology.

In this changing marketing landscape, Geometry Global Intelligence provides the answers and gives them the confidence to invest in transformative creativity that truly changes consumer behaviour and drives conversion.

Pietro Leone, EMEA CEO, Geometry Global

Note from the CEO


It’s a fact: more than half of all purchase decisions are made while shopping, regardless of category*. This means that every other purchase offers an opportunity to gain a new consumer – or, indeed, to lose an existing one. Understanding the journey that people follow, from the moment a need arises until the time it is fulfilled, is no longer just nice-to-have. Journey marketing has become a key strategic instrument in informing marketing decisions that maximise conversion by finding precisely the right combination of where, when and how.

Geometry Global Intelligence is the strategic consultancy arm of Geometry Global, placing brand conversion at the core of the business. Starting from a unique understanding of the Purchase Decision Journey, we unveil insights and design strategies that optimise efficiency and effectiveness in an increasingly fragmented media and channel landscape.

*Geometry Global’s proprietary Connected Shopper research, 2013

What is Geometry Global Intelligence?


How can GeometryGlobal Intelligence help brands?

Flexible and RelevantWhen it comes to conversion, there are no one-size-fits-all solutions. Every category, brand and even channel has unique specificities that need to be understood and addressed. Geometry Global Intelligence solutions are tailored to the specific journey marketing needs to support marketers and their business strategy.

Purpose Driven“But how do I use my insights?” This is a frequently-asked question. Traditionally there has been a gap between insights, strategy and, critically, activation. The Geometry Global Intelligence model bridges this gap through a simple but powerful combination of strategic services and tools that focus on the final purpose: designing and deploying effective communication in the most efficient way.

Our services and proprietary tools are structured in three areas:

3. EVALUATION2. STRATEGY1. RESEARCH


1. RESEARCH

Needfulfilment

Needarousal StepPoint of

Influence

Point ofInfluence

Point ofInfluence

Step

StepMindset

Decision needImportance

Message typeTouchpoints

CATEGORY SHOPPER ANALYSIS

BRAND COMPETITIVE

ANALYSIS

ROI AND OPPORTUNITY

ANALYSIS

The PurchaseDecision JourneyInsights that empower marketing decisions

The PDJ is the way we capture shopper behaviour. It allows us to identify and drill down into all the steps that people take when making their purchase decisions, from the moment a need arises until that need is fulfilled. It covers pre-, in- and post-store insights, allowing us to identify, segment and characterise purchase-back and purchase-on behaviours.

It unveils the main influences that impact the shoppers’ decision-making process. PDJs reveal insights at several levels: full category, brands and competition, and even offers ROI and opportunity indicators.

I spoke withfriends, partner

or family

STORE

PURCHASETRIGGER

I added it tomy shopping

basket

I set alimit price

I trieda product

I saw a display in the category

aisleThe

packagingcaught myattention

I saw adisplay in the

main aisle

I comparedprices

I browsedin a store

I saw aspecial offer

or deal


Our Research Tools

1. RESEARCH

Pathfinder™ enables unique PDJ insight gathering and analysis by combining qualitative & quantitative, visual interaction & artificial intelligence, research & tracking. The methodology focuses on identifying each step taken by shoppers during the decision-making process, which then reveal the factors that influence those decisions.

Using our planner UI, the insights gathered by Pathfinder™ can be adjusted for each case. Insights can either be selected from our extensive menu or new ones can be defined.

Pathfinder™ research can be conducted online or face-to-face, in any language, across multiple markets and in any category.

Pathfinder


1. RESEARCH

Achieving maximum ROI is not just about identifying the best activation approach, it is also about setting the right goals and priorities. This is not a simple task; it requires rigour and accuracy.

Hotspots is our upstream strategic tool that gets directly to the heart of the business by identifying, understanding and ranking our main priorities. A multi-stakeholder workshop helps to identify the main goals and focus areas for communication by scrutinising the business environment and needs (i.e. barriers, drivers, goals and category dynamics).

The Hotspots Profile also identifies the most impactful types of communication and opportunities for the brand along the Purchase Decision Journey.

HotspotsOur Research Tools


2. STRATEGY

INTEGRATED PLANNING

STRATEGY BLUEPRINT

ACTIVATION PROGRAMMES

The PDJ is more than insight-gathering. As the key output for Journey Marketing, it informs communication strategies by identifying steps, touchpoints, channels and messages that respond to shopper behaviour. This holistic, journey-based approach connects brands and consumers to achieve high effectiveness in the most efficient way.

Strategies built from the PDJ can range from brand activation programmes to integrated, cross-discipline planning approaches, and even longer-term strategic blueprints that assist and inform business planning.

Journey MarketingStrategic Solutions along the PDJ


2. STRATEGY

Leonardo is our way of working, our operating system and the consultancy guide for Geometry Global Intelligence.

Much more than merely a planning process, Leonardo is a flexible framework with multiple applications. Whether enhancing an existing methodology or developing an entirely new journey-based approach, its strength lies in combining principles and tools for the optimum brand performance.

Years of expertise across multiple categories have been refined to create Leonardo. Its design facilitates a fluid transition from insights into strategy, creativity and measurement.

LeonardoOur Strategic Tools


3. EVALUATION

Successful ROI Marketing cannot be achieved without an accurate measurement and evaluation system. But measuring activation initiatives effectively continues to be a challenge as most systems fail to account for the multiple factors that affect activation programmes.

Geometry Global Intelligence Evaluation Framework reviews numerous considerations simultaneously (including activity, behaviour and business) to deliver accurate and relevant answers.

• Efficiency: Have we driven sales? • Effectiveness: Did we reach our goals?• Adequacy: Were the activities well-executed and well-received?• Reputation: Did the activity help to reinforce the brand?• Barriers: Have we overcome the barriers?• Likeability: Was the activity significantly memorable?

Evaluation & MeasurementHow to make shopper marketing effective & efficient


3. EVALUATION

The Pathfinder Evaluation Suite is our research-based measurement tool. It can be used either as an online panel or face-to-face at the activation location, depending on the specific requirement. It also enables us to capture real-time data at any point before, during or after the activation takes place.

The Pathfinder Evaluation Suite metrics can be selected from an extensive predefined list or tailored to meet the brand’s specific needs for any given activation. The collated metrics are uploaded to cloud-based databases, from which they can be accessed via a comprehensive and user-friendly online dashboard.

PathfinderEvaluation Suite

Our Evaluation Tools


Our Evaluation Tools 3. EVALUATION

PathfinderStore

Pathfinder Store goes a step further and has the ability to track individual shopper behaviour within any physical environment.

Pathfinder Store works by anonymously and securely tracking mobile phone MAC addresses without needing the shopper to download an app. This allows us to obtain analytics both inside and outside retail environments (e.g. shops, malls, high streets) and can be segmented by store or by zone (e.g. categories, departments).

Our metrics cover all key aspects: satisfaction, loyalty, sales velocity, cross shopping, zone efficiency, profitability,

...and provide learnings that cover key aspects such as:bounce rates, sales conversions, time friction, engagement scoring, demand forecasting, purchase decision triggers.


BacardiCoca-ColaDiageoDisneyEmiratesGSKHeinekenMicrosoft

MondelēzPhilipsRibenaRoCSEATTelkomUnileverVodafone

Our Clients:


GermanyRussia

UK

France

Spain(G2i)

Italy

SouthAfrica

UAE

Where are we?


EMEA Cesar Montes [email protected]

FRANCE Nadine Faure [email protected]

RUSSIA Olga Beliaeva [email protected]

GERMANY Robert Daniel [email protected]

ITALY Simone Ratti [email protected]

SPAIN (G2i) Patricia Pascual [email protected]

SOUTH AFRICA Grant Rightford [email protected]

UK Matt Robins [email protected]

UAE Aslan Patov [email protected]

Contacts

www.geometry.com


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