Brand tracking --_presentation brown forman_082212
description
Transcript of Brand tracking --_presentation brown forman_082212
WOULD
A DISCUSSION ABOUT BROWN-FORMAN’S TRACKING NEEDS
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LRW Overview
Among top 10 custom research firms in the U.S.
LRW is ranked #1! Overall Satisfaction Data Quality Analytical Skills/ Modeling Communication Skills On-Time Delivery Value For The Money
40% Revenues from tracking
80-85% Top-box client satisfaction
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Our View of Tracking
Ask The Right Questions (Attributes)
Execute Correctly
Forward-Looking(vs. Rear-View Mirror)
Insights You Can Use to Grow Your
Business (vs. Never-Changing Report Land)
Measures that go beyond the rational
Predictive analysis
Insightful AnalysisGlobally
Engage the Organization
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Engaging The Entire Organization
Flawless And Timely Execution
Global Insight, Local Usability
Delivering Actionable Findings
Measuring The Most Influential Attributes
Key Challenges Facing Brown-Forman Tracking Initiatives
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Getting the Attributes Right
HEAVY DOSE OF QUALITATIVE
• Bar-Cepts• Focus Group, with lots
of Projective Experiences
QUALITATIVE “ROAD TEST”
• Determing which attributes really make sense Predictive Understandable Believable
PUT AS FEW AS POSSIBLE INTO THE
TRACKER
• Only measure what is important
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Delivering Actionable Findings
Understand What Study Can Impact
Focus On Levers In Your Control
Leverage Predictive Measuresand Tools
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Funnel Diagnostics For The Market And By Brand
• Key drivers and bottlenecks through stages of the funnel
• Profile of converted andnon-converted
• Viewed through the lens of different touch points and occasions
BRAND TRACKING 7
CONSIDERATION
AWARENESS
PURCHASED
LOYALTY
convertedAWARE to CONSIDER
convertedCONSIDER to PURCHASE
convertedPURCHASE to LOYAL
We are believers in the Brand Funnel.
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YOUR BRAND’SSTRENGTHS
IMPORTANTBRAND DIMENSIONS
COMPETITIVE STRENGTHS
Relevant Clarity® is about focus – being uniquely known for something that is important to customers.
Relevant Clarity® can help you solidify your position in the market and on the balance sheet.
OPPORTUNITY
YOUR RELEVANT CLARITY ®
COMPETITORS’ RELEVANT CLARITY ®
YOUR UNDERVALUED STRENGTHS
UNIMPORTANT BATTLEGROUND
KEY BATTLEGROUND
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Modular approaches keep trackers Relevant and Current.
MAIN SURVEY INSTRUMENT
Brand Development Module
Decision Criteria Module
Brand Performance Module
Rotating Module
Classification
SAMPLE STRUCTURE
CORE SAMPLE+
SPECIAL TOPICBooster/Augment Sample
• Geographic• Demographic• Media Consumption
Examples:
Consider heavy up-sampling among a core demographic target for a brand to measure the effectiveness ofa key promotion
Increase sample in a given market to evaluate impact of test campaign
• Local Questions• Topical Questions• Etc.
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Info-Sharing Portal
Internationally Friendly Questions And Scales
Global Governance Council
Local Industry Experts
Global Insight, Local Usability
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LRW has identified which cultural differences result in varied responses as well as how to deal with those challenges to provide a reliable international perspective
International Scale Usage Research Study
• Sponsored by LRW to systematically test scale usage differences across cultures and countries.
• An online study in 7 key countries representing different regions (e.g. Mexico to inform other Central Am. tendencies) conducted among 2,000+ respondents
Insights Gained & Application of Results
• Calibrate results from different countries in order to conduct global analysis and understand findings internationally
• Different scales work better in different countries and we can also now choose the most effective ones for different regions
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Program Management Portals enhanceglobalization.
• Calendar coordination
• Study timelines
• Field and reporting progress
• Document library
• Local Business Intelligence
• Study History
5 12 19 26 3 10 17 24 31 7 14 21 28 5 12 19 26 2 9 16 23 30 6 13 20 27 5 12 19 26 2 9 16 23 30 7 14 21 28 4 11 18 25 2 9 16 23 30 6 13 20 27 avg # hours/deliverable
Project Awarded to LRW
Data Collection Period
Dashboard ReportsTemplate Design & Set UpQA of reporting system Report Delivery*
Monthly RA RA RA RA RA 6 RA 3.333 Month Average RA RA RA RA RA 6 RA 3.33Quarterly RA 6 RA 3.33
ScorecardsTemplate Design & Set UpQA of reporting system Report Delivery** RA 6 RA 3.5
Quarterly Reports Template Design & Set UpQA of reporting system Report Delivery***
Issuer (2) RA RA 25Portfolio (6) RA RA 25Executive (1) RA RA 25
Ad-Hoc RequestsData Only - 15 requests† 4Special Analysis/ Deep Dive - 6 requests IR 16
Quarterly Business Review
* Initial reports available 3 - 4 weeks after close of M1/Q1 data collection; subsequent reports available 5 -7 business days after close of Monthly/Quarterly data collection** Initial reports available 3 weeks after close of Q1 data collection; subsequent reports available 5 -7 business days after close of Quarterly data collection*** Initial reports available 3 - 7 weeks after close of Q1 data collection; subsequent reports available 4 - 5 weeks after close of Quarterly data collection† Assumes 8 requests are simple & 7 requests are more complex and all requests have been prioritized in terms of order of delivery. Simple requests are available within 2 - 8 hours; more complex requests within 2 - 5 business days† † Reports available within 2 - 4 weeks of initial request and scoping of objectives
RA = Report AvailableIR = Initial Request
Sep-11 Oct-11 Nov-11 Dec-11 Aug-12Apr-12 May-12 Jun-12 Jul-12Jan-12 Feb-12 Mar-12
80 hours
60 hours96 - 100 hours
50 hours150 hours
25 hours
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Flawless And Timely Execution
TIBU
BROWN-FORMAN
Interviewing Software Dimensions Hub
TIBUAutomation
Team
Brown-Forman
Project Team
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Tried and True Tracking Systems Ensure Excellent Quality
Inconsistency Alert System
Study Procedure And Change
Manual
StudyChecklists
Sample Usage Controls
Fieldwork Controls
PARTIAL LIST OF OUR APPROACHES TO
PROCESSES/PROCEDURES
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Keeping an eye on innovation to keep the tracker fresh.
Social Media Listening
Mine online consumer discussions to augment
tracking findings and bring them to life
Mobile
Reach consumers “in the moment” quickly and cheaply
Emotions And Implicit Measurement
Understand emotional connections and
non-conscious reactions to stimuli
How likely are you to buy chocolate the next time you need an afternoon snack?
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Engaging The Entire Organization
Note: LRW General Manager is leading the DataRoom
Initial deep dive into current company
perspectives on brand and use of brand
tracking mechanisms
IMMERSION L.A.B.(Listen. Ask.Brainstorm.)
Join together to investigate data, confirm insights,
strategize
DATA DISCOVERY WORKSHOPS
Objectives re-assessed and tracking
approach refined to keep it relevant
PERIODIC BUSINESS
REVIEW
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What Else Does Brown-Forman Want Out Of Its Tracking Programs?