002 deep dive
Post on 06-Jul-2015
Embed Size (px)
DESCRIPTIONBrand Deep Dive helps you turn consumer insights into strategy for growth. The Radar team will dive deep into the consumer data to unlock insights that have significant impact. It is upon this foundation of insights that the best strategies and recommendations are developed.
- 1. Brand Deep Dive
2. Radar unleashes the power of social media and customer data to provide insights and intelligence for businesses. W H A T I S R A D A R 3. R A D A R S E R V I C E S H O W T O M A K E M A R K E T I N G S T R O N G E R 001 Campaign Navigator 002 Brand Deep Dive 003 Content Wavemaker 004 Engagement Solutions Pinpoint how your business is performing according real consumer insights Recommendation of a series of activities to achieve market growth Develop content (films, videos, infotainment) for your brand to stand out Create a repertoire of solutions to stimulate desired consumer behavior/response 4. A L L D R I V E N B Y D A T A While our core competency is in social data, another of our key strengths is our ability to blend social data with other sources to gain deeper insights. The largest available database of consumer behavior. For example, consumers may not talk about more private things openly but they will search for it. This is a strong indicator of interest and intent. Search How consumers interact with branded websites, apps, Facebook pages etc. For example, consumers may not talk about price because it makes them look cheap but they will click on that discount button. Owned Digital Analytics Traditional research techniques reveal the implicit opinions and beliefs of consumers which complements the explicit voice of social conversations. Focus Groups & Panels Purchase behavior is the ultimate measure and indicator. Looking at transactions in isolation only informs the outcome. Blending it with other data can inform intention and preferences. Transactional 5. I N D E P E N D E N T O R H O L I S T I C Campaign Navigator Brand Deep Dive Content Wavemaker Engagement Solutions 6. Brand Deep Dive Brand Deep Dive helps you turn consumer insights into strategy for growth. The Radar team will dive deep into the consumer data to unlock insights that have significant impact. It is upon this foundation of insights that the best strategies and recommendations are developed. 7. Brand Deep Dive Framework Insights from navigator Collaborative workshop: Deep dive outputs: Product Brand Journey 8. Brand Deep Dive + How Radar helps Courts crack a new $32 million business category 9. Festive Shopping Everyday celebrations Gifting New home gift registration Convenience Live chat Branddrivers Home entertainment TV generator Computers Ungeek series Home appliances #myhomestyle ProductDrivers Awareness Bespoke media partnerships Consideration Social review systemExperience Digital pop up stores Journeydrivers *Size of icon represents estimated ROI Client Issue Courts vision is to become the number 1 retailer in SEA that happens to have stores. They needed a digital strategy that would help them realize this vision. Radar Approach Comprehensive analysis of social, search and transactional data on Courts and three competitors. Collaborative workshop to co-create a strategic battle plan. 10. Brand Deep Dive + Radar delivered US$1.2 million in sales and churn reduction through customer experience improvement 11. of conversations were buying conversations, including in local language eg Waiting sa smart center. Sana worth it pag iintay ko. Guys anu mas mabilis sa pocket wifi Smart or Globe? of conversations were from customers unhappy with their current provider and considering switching 15% of conversations were asking for help. Client Issue In one of the most aggressively competitive mobile markets, Smart wanted to improve the customer experience in a way that would increase sales or reduce churn Radar Approach We analyzed over 100,000 conversations in social media, which referenced Smart and key competitors. Social data was blended with sales, churn, media spend to create a ROI analysis for creating a new social customer experience team of 20 people Smart Specialist 12. Brand Deep Dive + Radar delivered sell out of a new product and VW Malaysia becoming the most engaged social brand in category 13. C A S E S T U D Y : V W M O D E L S A N A L Y S I S P R O D U C T P E R F O R M A N C E M A T R I X BusinessPriority Bubble Size = NSP score Competitive Rank (out of 13 brands) Client Issue For 2013, our client set aggressive annual sales targets. In order to achieve these, it had to optimize its product portfolio and position key priority products in the most effective way. Radar Approach We analysed 76,850 conversations on 13 automotive companies. Social data was blended withannual sales contribution, growth of product category and competitive activities to come to a product performance matrix. These help set clear priorities and directions for each VW product group. Tacit product and brand knowledge to develop individual product communication strategies 14. S O L U T I O N S U M M A R Y 001 Campaign Navigator 002 Brand Deep Dive 003 Content Wavemaker 004 Engagement Solutions Key targets: DDB clients, for regular reporting or for single use e.g. planning an upcoming campaign. Prospects, for pitches and new business opps Key targets: Best for pitches and clients with demanding competitive challenges at brand, product and customer experience levels. Key targets: Ideal for TV, print and online news broadcasters. Clients who need high volume of online content. Key targets: Clients who need break through digital engagement solutions 15. Team Carlos Palacios Regional Strategy Director Benjamin Koe Consulting Director Yang Yang Consulting Manager Cheryl Ong Digital Strategist Alexis Cheong Strategy Planner