R]EVOLUTION OF DATA: QUANTIFYING EMOTIONS
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Transcript of R]EVOLUTION OF DATA: QUANTIFYING EMOTIONS
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[R]evolution of data: quantifying emotion.Keren Phillips Strategy Director@kerenyp
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In this session
1. 2. 3.
Measuring intangible drivers to purchase - the holy grailPlatforms designed to measure emotionMarketing gets Sci Fi
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Intangible drivers to purchase
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Digital behaviour = accessDigital tools = usefulness
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RESEARCH STRATEGY EXECUTION MEASUREMENT
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STRATEGYRESEARCHEXECUTIONMEASUREMENT
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Access to data+
Customised functionality=
Ability to ascribe $
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Quantifying a shift in brand awareness
Find the value relative to a shift in awareness of your brand or product
1. Market size2. Awareness change3. Purchase intent4. Conversion rate5. Unit profit
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The brand awareness value equation
The value of brand awareness = (market size) x (awareness change) x (purchase intent) x (sales conversion) x (unit profit)
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Integrate the requirements for measurement into the fabric of
each activity
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Review platforms designed to record emotional reaction
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REVIEWS SALES
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BOOKINGREVIEWS SALES
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Quantifying review value
Find the value of a specific category or type of review on Trip Advisor
1. Market size2. Category size3. Booking percentage4. Unit profit
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The review value equation
The value of a specific review type = (total market size) x (category percentage) x (booking percentage) x (unit profit)
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Marketing Sci Fi
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Accuracy in reporting
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Relevancy is king - in business or marketing
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[R]evolution of data: quantifying emotion.Keren Phillips Strategy Director@kerenyp