Unleashing
Data excellence
2016, DVJ Insights
Growth is the most
important KPI when
determining marketing
success for many Cmo’s
How do you find the
drivers for growth?
What is the best way to
influence these drivers?
Which data should be used
to find this path?
Many of the available
tools and methods are
only able to solve small
pieces of the puzzle
We have developed a
stepwise approach that is
based upon experience and
scientific knowledge
That is why we advise to make
use of the following steps
1
Define the audience and find
drivers for growth
2
Integration of all relevant
sources
3
Determine what relationships there
are between the sources
4
Determining a measure for all
contacts with a brand
5
Determine how many contacts are
needed to be effective
6
Predicting potential effects for
the new plan
Step 1
1
Define the audience and find
drivers for growth
2
Integration of all relevant
sources
3
Determine what relationships there
are between the sources
4
Determining a measure for all
contacts with a brand
5
Determine how many contacts are
needed to be effective
6
Predicting potential effects for
the new plan
Buying behavior:
Marketers mainly focus on the
smaller buying segments
Byron Sharp (2012): “Acquisition is vital for growth and maintenance.
Reaching all buyers is vital, especially light, occasional buyers of the brand.”
Storytelling:
to unlock drivers and motives of all audiences
• Integration of storytelling and Free associations
• We were able to classify people and understand motives
De Pelsmacker & Van Kenhove (2012): “To understand the real motives and
to look beyond a standardized set of statement and measures”
drivers we have
Understanding drivers for growth by using
storytelling
Sharing a story
Story Marking
Marking of important stages
My story is about:
• The first step in the research
process was to ask people to
share a story on the process
they follow last time they …
• We did this by asking people to
describe their last day out.
To understand the drivers in the
journey we worked with a series
of story markers to see which
aspects were important for
buying a product.
• We asked people to mark
the words that represented
the crucial stage in their
journey.
• This will be compared with
the results of the next
exercise
Step 2
1
Define the audience and find
drivers for growth
2
Integration of all relevant
sources
3
Determine what relationships there
are between the sources
4
Determining a measure for all
contacts with a brand
5
Determine how many contacts are
needed to be effective
6
Predicting potential effects for
the new plan
Integration of all relevant data
Mind:
Tracking research that gives an overview of
the brand funnel of the Efteling. Here fore,
we used 2.5 years of historic data
Intent:
-
Facebook Engagement
Website visits:
• Total
• Homepage
• Park
• Accommodation
• Tickets
Media:
-
TV (GRP’s per week)
Radio (GRP’s per week)
Out of home (contacts per period)
Print (contacts per week)
Digital newsletter (contacts per week)
Online search (contacts per period)
Facebook (contacts per week)
Cinema (contacts per period)
Behavior:
-
Bookings
Visitors
Online Sales
Step 3
1
Define the audience and find
drivers for growth
2
Integration of all relevant
sources
3
Determine what relationships there
are between the sources
4
Determining a measure for all
contacts with a brand
5
Determine how many contacts are
needed to be effective
6
Predicting potential effects for
the new plan
Searching for relationships in the data with the help of
“multi attribution modelling”
Effect
Time Lines
Media investments
Time
The KPI’s that play a role in the influence of the number
of visitors differs per the region
Awareness
Website visits
Facebook
visits
Attitude
Visitors
park
Associations
Consideration
Preference
Advocacy
An important question was which KPI had the most
impact on the number of visitors
Awareness
Attitude
Associations
Consideration
Preference
Advocacy
Website
Visits
Visitors
park
“Lagged Effects” are also taken into account in the time
Before the shifting of data
Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8 Week 9 Week 10 Week 11 Week 12 Week 13 Week 14 Week 15
Mind
Intent
Gedrag
After the shifting of data
Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8 Week 9 Week 10 Week 11 Week 12 Week 13 Week 14 Week 15
Mind
Intent
Gedrag
Creating a very clear view of the customer journey
Step 4
1
Define the audience and find
drivers for growth
2
Integration of all relevant
sources
3
Determine what relationships there
are between the sources
4
Determining a measure for all
contacts with a brand
5
Determine how many contacts are
needed to be effective
6
Predicting potential effects for
the new plan
Rps is a new measure that starts with finding all
possible contacts
Calculate sum of
all contact
…
…
…
…
Each medium is unique:
Not every medium has the same impact- or memorization potential
Reality FACT: Different media contribute in different ways to campaign effects. An exposure
to a 60“ ad in the cinema for example, has more impact than a single exposure to display a
banner.
Each medium is unique:
Not every medium has the same impact- or memorization potential
Media work differently.
En even within a medium type there are many
different formats
De Pelsmacker, Geuens, & Van den Bergh (2011): “Morgensztern’s beta analysis takes
into account that memorization of a message depends on the medium used.”
The power of a creation can differ enormously.
Keep that in mind
Arguments vs. emotions?
Celebrity endorser?
Humor?
One-sided or two-sided arguments?
Angst appeals?
Social norm?
Likeability?
Irritation?
Expert?
Credibility?
Comparison with competition?
Heuristics?
Mystery ad?
Music?
Case study: two leading brands within the same online retail
category spend equally as much, but the effects on aided ad
recall vary widely
70%
60%
Brand A
50%
40%
30%
Brand B
20%
10%
0%
W41
W42
Brand A
W43
W44
Brand B
W45
W46
Do people have memories:
people do not loose their memory on Monday at 00:01
Effect
Time Lines
Media investments
Time
Reality FACT: If people are confronted with advertisements this week, then chances are that
they still remember some of it the following week .
People have memories:
Each brand and category has its own unique decay effect
Consumers have memories: they remember (parts
of) previous campaigns.
Tellis, 2009: “There are more than 260 estimates of advertising elasticity carried out in numerous
studies using a variety of models and data across many countries, product categories, brands, and time
periods.”
Rps is a new measure that provides an overview of all
the contacts with a brand
Calculate sum of
all contact
Weight each
media type to
the Beta factor
Take format
within mediums
into account
Take the force of
the medium into
account
Take the decay
effect of the
week before
along
based on these principles, the media plan is translated
into a Rps line
Upload your
mediaplanbn
Convert
mediaplan into
share of voice
analysis
Create a Reality
Performance Line
And the relationship and the strength of the
relationship with all KPIs is determined
Publicity/acquainta
nceship
Website visits
Facebook
visits
RPS
Attitude
Consideration
Preference
Advocacy
Step 5
1
Define the audience and find
drivers for growth
2
Integration of all relevant
sources
3
Determine what relationships there
are between the sources
4
Determining a measure for all
contacts with a brand
5
Determine how many contacts are
needed to be effective
6
Predicting potential effects for
the new plan
Determining the minimum number of contacts that are
needed to affect a KPI
Calculation
•
Per campaign the correlation between
media weight and KPIs is calculated.
•
After several campaigns it is visible whether
the subsequent correlations rise or fall
compared to the previous campaign, and
when the correlations flatten.
•
In this way, the ideal bandwidth of
communication effects can be determined.
This bandwidth analysis makes it possible to
determine how high the optimal expenditure
should be.
Media-input
Bandwidth
For each KPI we can then determine the amount of
contacts that are needed to be effective
Impact of individual media can be measured by KPIs so
that clear choices can be made
Consideration
Website visits
TV
Digital
newsletter
TV
Online search
Digital
newsletter
Radio
Print
Step 6
1
Define the audience and find
drivers for growth
2
Integration of all relevant
sources
3
Determine what relationships there
are between the sources
4
Determining a measure for all
contacts with a brand
5
Determine how many contacts are
needed to be effective
6
Predicting potential effects for
the new plan
The KPI’s can be used to predict and optimize in advance
Current media plan
Adjusted scenario
Based on the new media
plan, the RPS index is
determined during the
campaign period.
Especially when the
creative power of the
campaign is known it is
possible to see if the
media plan creates
enough contacts per
week.
Adjustments can be
made in the planning to
increase effectiveness.
Summary: Path towards growth
Using data and research is important in achieving growth!
However,
• We focus too much on our own groups
• We use the wrong techniques to understand growth
• We have to see all the relevant data
• We must choose a clear KPI that represents growth
• We need to involve all the media when doing our analyzes and
make them comparable
Based on these insights Efteling developed a growth path, launched a
new campaign and optimize their media plan.
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