The future of tracking : the value of Social data ... · Predictive spine Social and search Slimmer...

Webinar TNS : The future of tracking

© TNS 24 Settembre 2015 C.Colombo - W.Caccia

The future of tracking : the value of Social data integration

The case for creative destruction

Cristina ColomboChief Client Officer

Walter CacciaHead of Brand & Communication



It’s tough out there

Increased pressure on pricing

More competition, lower barriers to entry

More empowered consumers

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It’s tough out there

And all of this in the context of a gloomy economic outlook

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This gives rise to fundamentally different business models well suited to succeed in this climate

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It requires “research” to change fundamentally

60555

1050

2040

35 2530

45 15 It’s time to evolve

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We are on the brink of a new digital revolution

Returning information advantage to marketers

Access insights in advance

Mobile technology delivers more understanding

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A comprehensive framework for more agile decision making

Predictive spineSocial and search

Slimmer surveyShorter, smarter surveys

Modular deep divesTouchpoint eval., Social campaign eval.,Qual etc.

Situational EquityOccasions

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A slippery slope

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Implementing the 3 Rs

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Insight mining requires expertise and a clean data stream



Predictive social brand tracking

In a world of accelerating change, marketers need forward looking tools that help them to anticipate and predict changes in market context or in consumer preferences.

Incorporating social and search data into tracking programmes can keep brand insights up to date and act as a lead indicator of brand equity over time. Rather than understanding what your equity was, it provides an reliable indication of what it is likely to be - and thereby facilitates timely corrective action.

Using social and search ‘signals’, we build a model which accurately replicates trusted brand equity metrics (as measured by legacy surveys).

This allows us to build a system that strips the fat out of the big, expensive survey based tracking paradigm.

We produce equity scores from social signals and reduce the frequency and length of surveys, focussing them on what they are best placed to deliver (deep dives and analysis by key target groups).

We can predict equity scores from around 2-4 weeks in advance giving you a valuable window of opportunity to take course-correcting action before competitors.

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Delivering precision “in the moment”

For individual consumers, brand equity is never truly constant. It fluctuates according to times of day, seasons of the year, different occasions, different experiences and different consumer contexts.

Traditional equity studies capture an average reading across these different situations. Situational Equity is a groundbreaking approach that looks beyond these averages.

Situational Equity delves into the moment, identifying and unlocking specific growth opportunities, at the strategic and tactical level.

We use mobile data collection to get closer to the specific moments of brand choice, and reveal the targeted actions that can deliver new sources of growth.

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Optimising touchpoint management

Consumers today experience brands in more ways than ever before, and every experience has the potential to change their attitude and behavior towards your brand.

ContAct provides a 360-degree view of your brand’s performance across all types of paid, earned and owned touchpoints. It helps you build equity by optimisingperformance in relation to marketing spend and competitor performance. Based on industry leading ConversionModel thinking and advanced behaviouraltools it offers robust validity.

It measures memorability (reach) and the impact each touchpoint has on your brand equity (experience quality) using our unique, validated, power in the mind score from ConversionModel. It looks at how your competitors’ touchpoints affect your brand’s perception and market position.

It identifies the most effective touchpoints, so you can extend your brand’s message more impactfully and optimise the return on your media spend – or reducemedia spend with the same impact.

ContAct20



Evaluating social campaigns

Marketers increasingly recognise the value of social media to engage with their audiences. However, in many cases, they lack the quick turn-around insights required to optimise live campaigns.

Analysis of social media data provides real-time understanding of who and what is driving conversation around your campaign, and insight that informs how to best influence it, as the campaign rolls out.

It provides more than a simplistic volumetric understanding of how your campaign is working. You can discover the natural communities who are engaging with your content and how to best continue the conversation with them.

You can identify the key influencers involved in the campaign to help drive virality and pinpoint the precise messages and images that resonate most to inform future creative and messaging development.

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UEFA Champions League 2015 Final match Berlin, 6th June 2015

Advertising effectiveness and social conversations on Twitter



Key takeouts

• Richer information

• Predictive insights

• Granularity and contextualization

• Touchpoints performance and optimization



TNS | Via Bolama, 11/3-13 – 20126 Milano | 02.27.07.21 | www.tns-global.it

Cristina [email protected]

Walter [email protected]

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The future of tracking : the value of Social data ... · Predictive spine Social and search Slimmer...

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