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Tracking multichannel, real time customer
experience Presentation to Cranfield Customer Management Forum
November 17th 2010
Lauren Praverman and Fiona Blades
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Purpose of today
• To share the reasons for tracking real time customer
experiences
• To show how its done
• To share some of the insights it has revealed
• To show how the insights are impacting on business decisions
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Experiences driving Sales
Sales
Consideration
Brand Image
Experience
Historically Brand
Tracking analytics
identify which brand
image attributes drive
Consideration…
…but we need to know
which pieces of
marketing activity drive Consideration and
Sales
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The approach
Each participant is in the field for one week
Participants text the
brands and experiences
they come across
during their week in
field. We agree the
brand and experiences
together.
Every other day
participants are
required to visit their
SMS diary to
embellish the
experiences they
have already texted
about.
Current Brand Experience
After 7 days of texting and a final visit to
the diary participants complete a Future
Brand Direction questionnaire before
exiting the survey. This is a good place to
look into specific ad recall and diagnostics
in more detail.
Future Brand Direction
Participants complete a Legacy
Brand Health questionnaire in
advance of starting the real-time
texting process. This contains the
usual tracking measures plus other
metrics.
Legacy Brand Health
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All the questions you know and love
Screener: to filter on 16-45
Spontaneous then Prompted Brand and Ad Awareness
Brand Evaluation in Competitive Context on key metrics
Favourability
Consideration
Momentum
Brand Image and statement association measures
Briefing for Texting and Diary Element
Identify consumption groups (loyalists)
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Text us whenever you see, hear
or experience anything to do
with the following brands…
Texting framework
CHOICE:
a) Much more likely to
choose
b) Slightly more likely to
choose
c) No change
d) Put me off choosing
BRAND:
a) Pepsi
b) Pepsi Max
c) Coca-Cola
d) Coke Zero
e) Diet Coke
f) Tango
g) Other carbonate
OCCASION:
a) TV
b) Poster/Billboard
c) Radio
d) Me Drinking/purchasing
e) Conversation
f) Cinema
g) Newspaper
h) Magazine
i) Sponsorship
j) In Store
k) Vending Machine
l) Someone else drinking
m) Online
n) Mailing/Leaflet
o) In pub/bar/restaurant
p) Other
FEELING:
5) Very positive
4) Fairly positive
3) Neutral
2) Fairly negative
1) Very negative
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You tell us
BRAND: A)Pepsi B)Pepsi Max C)Coca-Cola
D)Coke Zero E)Diet Coke F)Tango
G)Other fizzy drink
OCCASION: A)TV B)Poster/Billboard C)Radio
D)Me Drinking/purchasing E)Conversation
F)Cinema G)Newspaper H)Magazine
I)Sponsorship J)In Store K)Vending Machine
L)Someone else drinking
M)Online N)Mailing leaflet O)In
pub/bar/restaurant P)Other
FEEL: 5)Very positive 4)Fairly positive
3)Neutral 2)Fairly negative 1) Very negative
CHOICE 4) Much more likely to choose 3)
Slightly more likely to choose 2) No change
1) Put me off choosing
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Pepsi, Someone else Drinking, Very Positive,
Much more likely to choose next time
A L 5 4
CHOICE:
4) Much more likely to
choose
3) Slightly more likely to
choose
2) No change
1) Put me off choosing
BRAND:
a) Pepsi
b) Pepsi Max
c) Coca-Cola
d) Coke Zero
e) Diet Coke
f) Tango
g) Other carbonate
OCCASION:
a) TV
b) Poster/Billboard
c) Radio
d) Me Drinking/purchasing
e) Conversation
f) Cinema
g) Newspaper
h) Magazine
i) Sponsorship
j) In Store
k) Vending Machine
l) Someone else drinking
m) Online
n) Mailing/Leaflet
o) In pub/bar/restaurant
p) Other
FEELING:
5) Very positive
4) Fairly positive
3) Neutral
2) Fairly negative
1) Very negative
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My SMS Diary
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Looking to the future
Main message about the brand
Execution evaluation
Brand Evaluation in Competitive Context on key metrics
Favourability
Consideration
Momentum
Brand Image and statement association measures
This is where we
measure any
potential shifts in
perceptions that have
occurred during
people‟s week of
texting
Segmentation
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Study Details
March April May June July August
Experience Tracker
Wave 1 18th March – 18th April
Wave 2 12th April – 16th May
Wave 3 10th May – 13th June
Wave 4 7th June – 11th July
Wave 5 5th July – 11th August
Pepsi Max Breathtaking
TV/Online (1st – 28th March)
World Cup
OOH (4th-18th April)
TV (4th April – 16th May)
Online and Press
Girth OOH (7th – 20th June)
Press
Tango TV (7th – 4th July)
Radio (7th – 27th June)
Online
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Participants Texts Photos
Wave 1 535 4774 299
Wave 2 460 3845 433
Wave 3 547 4535 420
Wave 4 420 4010 703
Wave 5 546 4713 516
Study details
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As context, TROI Experience Database for UK
reveals importance of In Store and TV
Base;45,030 texts Base;18,293 texts
Source: Current Brand Experience (Text data)
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In Wave 1 we immediately saw the dominance
of Trade touchpoints
Source: Current Brand Experience (Text data)
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Me drinking/purchasing and Mailing Leaflet are the
most persuasive experiences for the category
Source: Current Brand Experience (Text Data)
Base: 21,877 texts
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Channel Learnings
Power of consumption experiences are under
utilised
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Me drinking/purchasing is an enormously
powerful Touchpoint
Source: Current Brand Experience (Text Data)
Base: 21,877 texts
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Pepsi Max has the highest quality consumption
and purchasing experiences
Me Drinking Purchasing (Waves 1-5 combined)
Diet Coke
Coke ZeroCoca-Cola
Pepsi Max
Pepsi
20%
25%
30%
35%
40%
45%
50%
55%
60%
65%
70%
40% 45% 50% 55% 60% 65% 70% 75% 80%
Positivity T2B (%)
Pu
rch
ase
Inte
nt
T2B
(%
)
Source: Current Brand Experience (Text Data)
Base: 5,279 texts
Me Drinking Purchasing (Waves 1-5 combined)
Diet Coke
Coke ZeroCoca-Cola
Pepsi Max
Pepsi
20%
25%
30%
35%
40%
45%
50%
55%
60%
65%
70%
40% 45% 50% 55% 60% 65% 70% 75% 80%
Positivity T2B (%)
Pu
rch
ase
Inte
nt
T2B
(%
)
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CONSIDERATION
(Improvement in
top-2-box
between t0 and t1)
CONSUMPTION TOUCHPOINTS
Model 2: Consumption drives top-2-box improvement for
Pepsi Max
+
Me purchase only
Binary regression model;
Positive change in consideration / Negative or no change.
Solid black line = Significant
Base (n) = 2506 (5 waves)
Me purchase and drink
(0.64)
Me drink only
(0.31)
+
Pepsi Max is the only brand that has a
significant link from drinking to top-2-box
improvement. The consumption effect is
even stronger when there is a combination
of purchase AND drinking.
Pepsi Max is the only brand where the Consumption
experience alone drives Consideration
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Soft drinks clearly serve specific need
states
Me time
A social break
An energy boost
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Coca-Cola and Diet Coke are creatively tapping
into consumption need states
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Off Trade Learnings
Pepsi trade push, Coca-Cola brand
pull
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50% of experiences in this catagory are impulse
Whether
intended to
buy a
particular
fizzy brand? No
61%
Yes
39%
Whether intended to buy a fizzy drink?
Not planned
68% Planned
33%
Source ;Me Drinking/purchasing
Experiences - 5 waves
n=5279 texts
Fulfilled – Planned
category and
brand decision
18%
50% 11%
21%
Diverted-
impulse
brand
decision
Impulse
category and
brand decision
Converted –
Impulse
category
purchase
decision
Impulse Vs. Planned Purchases
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However, Pepsi Max drives a larger proportion
of impulse purchases within the brand mix
Source ;Me Drinking/purchasing Experiences - 5 waves
n=5279 texts
21% 16% 16% 15%28%
21% 25%12%
18%18% 22%
15%
17%18% 14%
31%
11%11%
14%
8%
9%11% 7%
19%
50% 55%48%
62%
46% 50% 55%
38%
Total n=5279
Pepsi/Pepsi Max Net n=1201
Pepsi n=557
Pepsi Max n=644
Coca-Cola n=1266
Coke Zero n=317
Diet Coke n=1166
Tangon=276
Impulse vs Planned Purchase/Consumption
Impulse brand and
category purchase decision
Diverted-impulse brand decision
Converted-impulse category decision
Fulfilled
Purchase Type Profile
Stronger pre-existing
demand for Coca-Cola More successful trade activities
which are triggering Pepsi
purchase/consumption more than
other cola brands
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Trade activity is „pushing‟ Pepsi Max
Source: Current Brand Experience (Text data) Pepsi Max, Me drinking/purchasing n=652 comments
Wordle For Me Drinking/Purchasing
Comments PEPSI
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Consumer demand, “feeling thirsty” and a need
for “refreshment” are the main drivers for Coca-
Cola
Source: Current Brand Experience (Text data) Coca Cola, Me drinking/purchasing n=1270 comments
Wordle For Me Drinking/Purchasing
Comments COCA -COLA
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Conversation
ACTIVE TOUCHPOINTS
Model 1: Consumption drives improvements in top-2-box
consideration for Pepsi
+
Pub/bar/restaurant
In store
Online*
Vending machine
Me purchasing / drinking
(0.31)
* Includes active and passive elements
Binary regression model;
Positive change in consideration / Negative or no change.
Solid black line = Significant
Base (n) = 2506 (5 waves)
CONSIDERATION
(Improvement in
top-2-box
between t0 and t1)
Cranfield analysis showed that Me
Purchasing/Drinking drove Consideration
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CONSIDERATION
(Improvement in
top-2-box
between t0 and t1)
CONSUMPTION TOUCHPOINTS
Model 2: Purchase drives up top-2-box Consideration
for Pepsi
+
Me purchase only
(0.38)
Binary regression model;
Positive change in consideration / Negative or no change.
Solid black line = Significant
Base (n) = 2506 (5 waves)
Me purchase and drink
(0.32)
Me drink only
+
Unlike, Pepsi Max, Pepsi Consideration is driven
more by Purchase than Consumption
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Channel Learnings
Mailing Leaflets highly persuasive
influencing planned purchase
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Mailing/leaflets is our second most persuasive
experience
Source: Current Brand Experience (Text Data)
Base: 21,877 texts
Top2B
ox C
hoic
e –
Mark
et A
vera
ge (
%)
Top2Box Positivity – Market Average (%)
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Source: Current Brand Experience (Text Data)
Base: 2,711 texts
Top2B
ox C
hoic
e –
Mark
et A
vera
ge (
%)
Top2Box Positivity – Market Average (%)
It is a relatively higher reaching Touchpoint for Pepsi
and is the third most persuasive Touchpoint
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Extremely persuasive retailer promotions
encourage people to plan their next purchase
“It was a supermarket offers leaflet
with multipack coke cans, but I
would be influenced by the fact
that they would be on offer, the
offer would possibly make me
switch brands”
Source: Current Brand Experience (Text Data)
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TV
Binary regression model;
Positive change in consideration / Negative or no change.
Solid black line = Significant
PASSIVE TOUCHPOINTS
Base (n) = 2506 (5 waves)
Model 1: Mailing leaflets are a strongly significant driver
of top-2-box consideration for Pepsi. Posters work too.
Sponsorship
Someone else drinking
Radio
Poster /billboard (0.28)
Newspaper
Magazine
Cinema
CONSIDERATION
(Improvement in
top-2-box
between t0 and t1)
+
+
Mailing leaflet (0.82)
This is
a powerful
effect! Consistently occurs across waves.
Offer-led Mailing leaflets and Posters drive
Consideration for Pepsi
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Again, these included links to take away food
Featuring on takeaway leaflets
“the more you see, the more you
want to have them right now!! it is
nice to know that they match the
food with pepsi!!”
Pepsi, Takeaway leaflet, fairly positive,
slightly more likely to choose
“seeing all the choices lying
next to the drinks, you really
wanted to pick up your phone
and order them right now!!”
Pepsi, Takeaway leaflet, fairly
positive, slightly more likely to
choose
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On Trade Learnings
Coca-Cola dominating but Free Refills and link with food work
for Pepsi
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Source: Current Brand Experience (text data)
n = number of people
535 Wave 1; 460 Wave 2; 547 Wave 3; 420 Wave 4; 546 Wave 5
9%
6%
4%5%
6%
11%
9%
10%
12%
9%
10%
6%
5%
6%8%
0%
5%
10%
15%
Wave 1 Wave 2 Wave 3 Wave 4 Wave 5
Pepsi
Coca-Cola
Pepsi & Pepsi Max
Coca-Cola consistently Reaches more people
through On Trade over each Wave
Average Reach Per Week – across waves
On Trade
Avera
ge R
each p
er
Week (
%)
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Coca-Cola experiences are of higher quality
than Pepsi
Friends drinking coca cola from glasses
with the logo clearly marked
Eye catching beer mat made me want
a coke
Went out after eating my
lunch at work for a quick
beer and noticed a coca
cola poster in the bar
Through branding...
And a strong presence at POP...
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However in Wave 2 Pepsi outperforms Coca-Cola
through On Trade experiences
Source: Current Brand Experience (text data)
n = number of texts
Total Wave 1 Wave 2 Wave 3 Wave 4 Wave 5
Pepsi 169 55 29 25 25 35
Coca Cola 307 66 48 69 69 55
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I went to a restaurant and there was an offer on
Pepsi free refills there was a huge poster on the
wall advertising this
Pepsi, In pub/bar/restaurant, Prominent display of the fizzy drink,
Very positive, much more likely to choose
Source: Current Brand Experience (Text data) Wave 2
n=29 comments for Pepsi, In Pub/Bar/Restaurant
Free refills help drive the quality of experiences.
Prominent displays make it more efficient
Wordle For Wave 2 On Trade Comments
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Binary regression model;
Positive change in image / Negative or no change.
Solid black line = Significant
PASSIVETOUCHPOINTS
Base (n) = 2506 (5 waves)
Model 3: On-trade and TV drive closeness to Pepsi
ACTIVE TOUCHPOINTS
Improvement in
closeness
to the brand
between t0 and t1
Radio; Sponsorship;
Poster/billboard; Cinema;
Newspaper; Magazine;
Mailing leaflet;
Someone else drinking
Online; Conversation;
Vending machine; In-store;
Me purchasing/drinking
Pub/bar/restaurant (0.21)
TV (0.16)
+
+
TV and On Trade drive closeness to Pepsi
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The TV is primarily through the KFC ads as Pepsi was not
on air
Wave 1: Current brand experience
“Again, I saw the Kentucky Fried
Chicken BBQ offer on TV( Channel
5) during a programme ad break
which featured Pepsi Cola as
part of the deal.”
“I was watching a recording of American
idol (itv2) which I taped on sky+. this
advert came up a few times and I noticed
the Pepsi in the KFC advert. this
actually made me thirsty.”
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