Touchpoint Tracking: The journey to a viable model€¦ · ROI Analysis Results Presentation Pre...
Transcript of Touchpoint Tracking: The journey to a viable model€¦ · ROI Analysis Results Presentation Pre...
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Touchpoint Tracking:
The journey to a viable model
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Contents
• What we set out to do
• Communications needs
• Our new model
• Case studies
• Impact on future communications
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The Gold Standard for
integrated tracking
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It’s badly needed!
“Probably our biggest concern – which
relates to engagement – is „holism‟:
the ability to capture the effect of a wide
range of communications…if you see
a change in brand attitude, how do you
know it was your TV and not some product
experience or word-of-mouth?”
Mark Greenstreet, Carat Insight
Research, August 2006
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18% 23%
Advertised
in last 3
months
Marlboro
Misleading data
1474 people
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Speed of information
3 months Real time
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Our thoughts on how comms work
TV
POS
Experiential
Press
Service letter
WOM
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Focus on context as well as content
TV, 2.50pm TV, 6.50pm
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Focus on context as well as content
Useful letter „in window‟ Junk mail at any other time
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Focus on context as well as content
Pub media at 7pm Pub media at 11pm
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Summary of new needs
3 month reporting
Modelled awareness
Content
Overclaimed awareness
Traditional norms
TV focus
Real time reporting
Exposure to touchpoints
against sales
Context too
Actual behaviour
„Ladders‟
One tool for all
touchpoints
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Our new approach
Real time customer
tracking
Real time results
to clients
Post Questionnaire
Real time Dashboard
ROI Analysis Results
Presentation
Pre Questionnaire
Mobile Tracking
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Would it work?
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Case Study
• 400 people
• 8 segments of 50
• 10 brands – 5 drinks (Carling, Guinness, Red Bull, Pepsi, Coke)
– 5 technology (Playstation, O2, iPod, Moto Razr,
and Marmite!)
• Covering – TV, WOM, Usage, PR, In Store, Internet, Poster,
News/mags, Mail, Radio, Other
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Consumer acceptance
Let me say that this has been
a fascinating study to take part in. I
think your use of SMS is a very
exciting way of participating in
survey data collection.
Typical response: 60%
Expected response: 30%
Actual response: 50%
I felt like I was an
important part of
the study.
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New Touchpoints rise to the top
6%
15%
19%
19%
21%
31%
32%
56%
0% 20% 40% 60%
Radio
Internet
News /
Mags
Cinema
Event
In Store
Posters
TV
Coke awareness
Last 3 months Coke touchpoints
during mobile tracking (1 or 2 weeks)
Source : Pre-Questionnaire Source : Mobile Tracking
1%
3%
3%
5%
6%
8%
15%
19%
25%
29%
30%
0% 10% 20% 30% 40%
Radio
PR
News/mags
Internet
Poster
Other
WOM
TV
In Store
Being Used
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Being Used was the most
positive touchpoint
3%
6%
9%
11%
11%
15%
18%
22%
25%
33%
48%
0% 10% 20% 30% 40% 50% 60%
In Store
WOM
Internet
Other
PR
TV
Poster
Radio
News / Mags ad
Being used
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Being used likely to influence
purchase
PlayStation
1%
1%
2%
3%
4%
5%
8%
14%
15%
20%
28%
0% 10% 20% 30% 40%
Radio
Other
News / Mags
Poster
PR
Internet
In Store
TV
WOM
Being used
“It’s really nice and
sleek. I’m thinking
of getting one next
time I get a mobile”
Participant on seeing her
flatmate using her Moto Razr
Moto Razr
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We can track word of mouth
for the first time!
Positive conversation with friend about O2
Press ad that generated this
Positive conversation with call centre about O2 tariff
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Word of mouth tends to be polarising
Source : Mobile Tracking for Technology brands
% Positive/Negative for each Technology Touchpoint
-40
-20
0
20
40
60
80
Use
dTal
k
Sho
p
New
s st
ory
New
s/m
agaz
ine
ad
Mai
l
Pos
ter
Rad
ioW
eb
Oth
er
%
Very negative
Quite negative
Very positive
Quite positive
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We can choose relevant
touchpoints for the category
% Touchpoints by two categories
0
5
10
15
20
25
30
Use
dTal
k
Shop
New
s stor
y
New
s/m
ag a
dM
ail
Poste
r
Rad
io TVW
eb
Oth
er
%
Drinks
Technology
Source : Mobile Tracking
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Added richness on traditional media
“it had a dodgy slogan and was
trying to be too witty”
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Touchpoint timing varies by brand
0%
10%
20%
0-1a
m
1-2a
m
2-3a
m
3-4a
m
4-5a
m
5-6a
m
6-7a
m
7-8a
m
8-9a
m
9-10
am
10-1
1am
11-1
2pm
12-1
pm
1-2p
m
2-3p
m
3-4p
m
4-5p
m
5-6p
m
6-7p
m
7-8p
m
8-9p
m
9-10
pm
10-1
1pm
11-1
2pm
Coke Carling
Source : Mobile Tracking
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Receptive times for drinks
Drinks touchpoints and positivity by time of day
0
10
20
30
40
50
60
70
80
0am
1am
2am
3am
4am
5am
6am
7am
8am
9am
10am
11am
12pm
13pm
14pm
15pm
16pm
17pm
18pm
19pm
20pm
21pm
22pm
23pm
Hours in day
Nu
mb
ers
of
tou
ch
po
ints
0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
Po
sit
ivit
y
Touchpoints
Positivity
!
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MySMSDiary
Download pictures into diary
Add and amend data
Add comments
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Market Audits
• To understand the touchpoint
dynamics in a market
– Touchpoint Ratings
– Reach
– Frequency
– Impact Index
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Brand Boards
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The Dashboard
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Spend Neutral Strategy Assessment
Power
Eff
ecti
ven
ess
High
High Low
Low
Maintain
Investment
Increase
Investment
Review
Creative
Reduce or
Ditch
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Feeding insight into comms
• ROI and Touchpoint Ratings inform channel planning
• Receptivity and timings feed into scheduling
• Implications of less obvious touchpoints
– Being Used
• call to action communication around usage occasions
– WOM • Upweight WOM generating touchpoints and
encouraging Member Get Member
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Conclusion New approach
will challenge
the way we
think about, create,
plan and buy
communications