Data Meets Numberwang

8/14/2019 Data Meets Numberwang

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We Love Data


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Plouffey is our hero
http://images.google.co.uk/imgres?imgurl=http://images.huffingtonpost.com/2008-08-23-obamaSMS.jpg&imgrefurl=http://www.huffingtonpost.com/jonathan-spalter/obamas-mobile-moment_b_120819.html&usg=__aXrL_-rcUQVh3gl216m22tAx0a8=&h=404&w=400&sz=44&hl=en&start=10&um=1&tbnid=qMgEv4Cd8ezcBM:&tbnh=124&tbnw=123&prev=/images%3Fq%3Dobama%2Btext%26um%3D1%26hl%3Den%26rlz%3D1T4IBMA_enGB311GB311%26sa%3DNhttp://www.youtube.com/watch?v=a6bp0B61rNk


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BEHIND BRITISH PERFORMANCE


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Doubled the size of the brand with lessinvestment over time

Fig 1 - We Have Doubled the Size of the Brand Whilst Investing Less inMarketing 2004-2007

0%

50%

100%

150%

200%

250%

300%

350%

400%

2000 2001 2002 2003 2004 2005 2006 2007

0%

5%

10%

15%

20%

25%

30%

Sales as %2000 ATL as %sales Promotion as %sales

SalesValueasa%of2000

ATL&

Pro

motionsasa%ofSales


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Where data?

Client Database

DesktopTools

Tracking

Weekly / monthly

sales

Econometrics

Google

Web Analytics

BespokeQuant

Reports to city

TNS /Neilsen/IRI


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Arent we all about method?


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Brilliant planners zig zag

Qual

Quant

Qual


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The Eon Example

Why is all this stuffso blokey?

RWStreetWho does energy?

Adult PanelWho does energy?

Plough throughregulators reports

TouchpointsWhen bills paid?

The Family EnergyPeople


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The Holy Trinity

Opinion

Data InterrogationQualitativeResearch


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The future of planning atMediaCom

EthnographyBusiness Science

Strategic Planning

+Activation

Knowledge

Agility


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Example 1: No stone unturned tosell our strategy to a scepticalclient

A brand thatsbout social sharing A hunch aboutsocial gaming

Combining TGI, Caviar.

Guardian Guide survey to addweight

Games industry data toquantify

Method todeliver


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Example 2: Skoda theimportance of WOM

People talk more about Skoda(and not as positively as they do about thecompetition)


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A Fusion of TGI/NCBS confirms thisOwners/buyers Prospects

Talked to a few family and friends* i114 i113

Friends/family recommendation i193 i169

I know a (small) amount* i100 i114

Already had good knowledge i119 i94

Owners are more likely to know their stuff

Manufacturers website i109 i139Web independent reviews i160 i196General web i142 i216Newspaper advertising i101 i119

Prospects seek out more information that Skoda buyers

Car categorySource

TGI/NCBS


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Example 3: Mars Foodsegmentation

-Penetration-Headroom-Switch-Basket-Trends
http://images.google.co.uk/imgres?imgurl=http://www.emrc.info/images/tgi_logo.png&imgrefurl=http://www.emrc.info/tgi_en.html&h=91&w=94&sz=9&hl=en&start=2&um=1&tbnid=ub7qobhcTJKm0M:&tbnh=77&tbnw=80&prev=/images%3Fq%3DTGI%2Blogo%26um%3D1%26hl%3Den


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Know Where You StandExample 4: EFD Establishing thejob for comms


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0

0.05

0.1

0.15

0.2

0.25

Q1 '07 Q2 '07 Q3 '07 Q4 '07 Q1 '08 Q2 '08

Understands its customers needsA brand you can trustAlways first with innovative ideas and productsA brand that will be popular in the futureStands out from other brandsCares about its customersMakes products that feel good in your handHas beautifully styled productsMakes phones you are happy to be seen withHonest

Top 10 Drivers of Brand Preference (all brands)

Source: On-Track

Example 5: Helping clients makesense of their own data

Th l i th t h i


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The conclusion was that showingand demonstrating the sexiestNokia phones was required

Source: Synovate

Makes products that are

easy to use

Makes reliable products

A brand you can trust

Makes products that are

easy to use

A brand you can trust

Makes reliable products

Nokia Loyalists Returners

Defectors Other-Brands

Nokias highest-scoring attributes

Nokias lowest-scoring attributes

n=222

n=14

3

n=12

4

n=43

0

Has the latest features

and functionality

Stands out from other

brands

Stylish and sophisticated

Stands out from other

brands

A socially and

environmentally responsible

company Makes phones you are

happy to be seen with

39

45

60

77

83

1 to 6 7 8 9 10

Brand

Preference

Handset Satisfaction (1-10 scale)

Source: Bus Science


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Example 6: Remington & datagenerated insights

Brand insight

Consumer insight


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But there is a lot more that weneed to get our heads around inthis area


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Reversing back to source


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Did they do some groups?


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Nope they used customer data


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And did loads more stuff withit


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So we got to the hypothesis ofPolo Woman


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Enter binns


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Next steps

Q+As Millward Brown

TNS

The Binns Sessions Data workshops

Open to us to add..

We Love Data progress check

Data Meets Numberwang

Documents

Transcript of Data Meets Numberwang