Future of Tracking:Transforming how we do it not what we doMark Chamberlain, Managing Director – Service, Retail & Transformation Brands, KMBUK

Alex Taylor, Client Strategy Officer, KMBUK

28th February 2017

Meet today’s speakers

Managing Director – Service, Retail & Transformation Brands, KMBUK

MARK CHAMBERLAIN ALEX TAYLOR Client Strategy Officer, KMBUK

We’re inspired by the change around us! Brand measurement approaches have to evolve (and keep on evolving) in order to keep pace with consumer behaviour, business pressures and technological advances, to be of value to brand owners.

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Traditional business value drivers no longer provide competitive advantage – consumers have changed and now wield more power!

Source: Insights2020 Study Kantar Vermeer.

1990 - 2010

AGE OF INFORMATION TECHNOLOGY

2010 - PRESENT

AGE OF THE CONNECTED

CUSTOMER

1960 - 1990

AGE OF DISTRIBUTION

1900 - 1960

AGE OF MANUFACTURING

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What are businesses asking for?

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01Speed to Insight

02Connected Data

03Less asking, more observing

04Migration from descriptive to predictive to prescriptive analytics

05More accurate, granular understanding of advertising impact

Budget Allocation

Insight 2020: How is your organisations Insight & Analytics budget currently assigned?

Sales

14%

27%59%

Well established tools and methodologies

Newer and innovative tools and methodologies

Truly experimental tools and methodologies

6Source: Insight 2020 – Kantar Vermeer

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IT’S ‘HOW WE DO’ NOT ‘WHAT WE DO’ THAT CHANGES

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At Kantar Millward Brown we believe 4 design principles are key

Use sophisticated analytics to holistically link feel

(neuroscience), say (survey), and do (sales/digital behaviour)

measures to identify category relationships and predictors of

growth.

Continuously track lead indicators in real time through a mix of digital signals supplemented by ongoing pulse surveys. Use a hot alerts system to anticipate threats & opportunities.

Test new technologies to improve sensitivity to advertising exposure, particularly digital spend.

Create automated quick turn research tools offering 48 hour

turn-around times so businesses can make rapid data guided decisions in response to hot

alerts.

1. CONNECT 2. PREDICTIVE ALERTS

4. CONTINUOUS EVOLUTION

3. DRIVE ACTION QUICKLY

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WE NEED TO USE

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GROWTHDEEPER INSIGHTS THAT FUELTO UNLOCK

CONNECTEDDATA INTELLIGENCE

In pursuit of sales growth, multiple data sources are required to fully understand the link between what people think, feel and buy

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Leveraging surveys to round out our understanding of brand and business performance.

Using the best data available to explain business outcomes.

Observational data to assess what people see, say and seek.

Surveys and neuroscience to reveal what people think and feel.

Behavioral data to assess what they do and buy.

MOBILE BEACON

SET TOP BOXSOCIAL MEDIABIOMETRICSSEARCHDIGITAL

COOKIESSURVEYS

SALES GROWTH

SHOPPER & PURCHASE

Ultimately, to pinpoint where there are opportunities to optimize your activation efforts for increased sales

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CASE EXAMPLE: HOLISTIC ANALYTICS TO ESTABLISH CATEGORY DRIVERS

Integrating customer satisfaction & brand consideration explained c90% of booking variations for travel company

Value

Salience

Meet needs

Customer services

Online experience

Application process

Tracking Metrics

CSAT Metrics

CSAT path 2

Brand path 1

SATISFACTION

CONSIDERATION

1,000,000,00

800,000,00

600,000,00

400,000,00

200,000,00

0,00

1,200,000,00

Estimated verses Actual bookings

R2 = 84.4%

Estimated Bookings Estimated Bookings

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CASE EXAMPLE: EMOTIONAL MEASUREMENT TO NEUTRALISE BRAND CRISIS

Neuroscience helped to quantify the tipping point of brand favourability during a crisis

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In the development of new advertising, we worked closely with Millward Brown to refine and optimize the final product.  Using Emotional Priming has become a useful benchmark metric to determine the strength of emotional impact of an ad. We are very pleased with this innovation which has become a part of our research protocol.” - Global Strategic Insights

Surpassing 60 becomes the

‘tipping point where emotion evoked by “Client moves from

Negative to positive

FavourabilityRatings

Client score after viewing ad

Client score without viewing ad

Competitor“Good guy”

Client Brand“Bad guy”

81-10071-8061-7051-6031-5011-302-10

81-10071-8061-7051-6031-5011-302-10

01.

02. 03.

+-

MEASURE LEAD

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OPPORTUNITIESANTICIPATE THREATS ANDREAL-TIME TOINDICATORS IN

-4

0

+4

-5

+1

+5

+10

Lead indicators can be non-survey measures

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% increase inBRAND SEARCHES(CATEGORY RELEVANCE)

% increaseBRAND CONVERSATION(BRAND FAME)

Decreasein spend

No change

Small increasein spend

Big increasein spend

-7%

0%1%

-4%-2%

9%

Search acts like a measure of category relevance and is most responsive to launch/re-launch advertising

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Job to be done: Enhancement

% in

crea

se in

sea

rch Job to be done:

Launch / Re-launch

Size of spend change

High AILow Medium AI

Search

2%

6%

12%

Social response to advertising reflects creative cut-through

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Campaigns with High AI

Campaigns with Low AI

Campaigns with Medium AI

Efficiency of impact of spend on social conversation

Aver

age

incr

ease

in s

ocia

l men

tions

pe

r inc

reas

ed G

RP

Social

Spend

Efficiency

Search impact

Averageefficiency

CASE EXAMPLE: TRACK LEAD INDICATORS IN REAL TIMESpeed & agility of non-survey measures could have saved significant sums for retail client

Tracking results

DBAresults

ALERT

2 weeks£254k

20 weeks+£5.4m!

EXPLOREACT

1 2 3 4 5 6 7 8 9 10 11 12 13

supplement with promotional activity/PR activity?

re-edit on the back of specific content feedback?

adjust content mix for campaigns with multiple elements?

review media mix/laydown?Weeks

Surveys will still be required to supplement non-survey data – but in the form of a short 5 minute pulse survey covering the most responsive business lead indicators

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Spontaneous Brand Awareness

Communications Awareness

Key Image Associations

Perceived Price/Value

SocialSearch

R -.37

CASE EXAMPLE: HOT ALERT SYSTEM

Automated alert system would have helped FMCG client circumvent worsening value perceptions

Brand HOT ALERT

Worth what you pay Linear (worth what you pay)

Average priceLinear (Average price)

Worth what you pay’ / Average Price (R -.37)

CASE EXAMPLE: HOT ALERT SYSTEM

Automated alert system would have helped FMCG client circumvent worsening value perceptions

Worth what you pay Linear (worth what you pay)

Average priceLinear (Average price)

Brand HOT ALERT Worth what you pay’ / Average Price (R -.37)

AUTOMATED QUICK

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IN RESPONSE TOGUIDED DECISIONSMAKE RAPIDTURN MODULES TO

PREDICTIVE ALERTS

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A streamlined approach facilitates an agile way of workingRather than collecting lots of detailed information all the time regardless of whether it’s needed, the tracking system is streamlined and signals when further exploration (and possibly data) is required.

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Alert triggered as it detects pre-defined patterns and sent to pre-agreed stakeholders – research agency, client (insights/marketing) or other key agency partners..

Meeting of key stakeholders and relevant experts quickly convened to hypothesise possible causes and whether further investigation is necessary.

A course of action is agreed and once all necessary information has been gathered , the most relevant marketing action can be taken.

ALERT

EXPLORE

ACT

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BRAND BRAND PULSEPULSE

A quick turn tool suite enables evidence based decision making when an alert is triggered

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Quick-turn supplementary toolsBrand Health NowPricing ModulePromotion ModuleAd NowResearch Now (Omnibus)Qual Now

DIGITAL DIGITAL SIGNALSIGNALALERT

EXPLORE

ACT

CASE EXAMPLE: RAPID EVIDENCE BASED DECISION MAKING/1

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Year 2

Year 3

Year 4

Year 1

OFFAIR

Optimising activity during a period off-air for a high-profile CPG brand

CASE EXAMPLE: RAPID EVIDENCE BASED DECISION MAKING/2

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Time off-airPrevious period

2 3 4 1

CATEGORY RELEVANT INTEREST

BRAND FAME

CREATIVE IMPACTTEST

DIGITAL BRANDDEEP DIVE

(Yearly)

When digital signals declined, the client ran a quick creative test and digital brand deep dive to understand why

SENSITIVITY TO ADVERTISING

TEST NEW

EXPOSURETO IMPROVETECHNOLOGIES

PARTICULARLYDIGITAL SPEND

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Tracking and Effectiveness studies can now be run via Kantar Millward Brown’s Ignite platform: the world’s largest permission-based panel with access to 3rd party data sources

IgniteNetwork

Multiple panel partnerscombine to give panel size

Unrivalled access, context and insight

Panel Provider

Panel Provider

Panel Provider

Panel Provider

Feed in third party data sources, tags and

behavioural profiles

Advertising exposure

tags

Audience Profiles

ProgrammaticSurveys

3rd Party Data

Matching

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CASE EXAMPLE: Using Ignite to improve sensitivity to measure campaign impact

Home Improvement client able to measure impact of digital campaign in near real-time thanks to improved technology that identifies home owner segment based on panelists’ prior site and search habits

DSP33%

Portal47%

Ad Network5%

Home Improvement Site15%

Initial Media Allocation

DSP33%

Portal47%

Ad Network5%

Home Improvement Site15%

Optimized Media Allocation

Media Partner% In

Homeowner Target

% Of Ads In View

Increase In New Product Awareness

New Product Awareness

DSP 13% 55% +4.3 $.65/person

Portal 28% 76% +12.3 $.33

Ad Network 20% 68% +0.2 $.28

Home Improvement Site 45% 88% +18.8 $.38

DETERMINE MOST COST EFFECTIVE MEDIA BUYSThe Portal and Home Improvement site clearly delivered the highest impact at the lowest

cost

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Lastly, but by no means least…..CONNECTING with the business is critical to embed and drive desire for next generation trackingThere are several key steps on the journey to successful embedding an agile tracking approach within a business

“I contribute”Best practice sharing, specific training

“I want it”Foundation training and visualising results

“I understand it”Launch sessions to raise awareness of the new Brand Platform study

# of qualitative IterationsWell executed change leadership regularly reinforced by key stakeholders accelerates adoption and minimizes disruption.

Ong

oing

com

mun

icat

ion

and

com

mitm

ent t

owar

ds t

he c

hang

e Adoption

Acceptance

Awareness

• Roadshows tailored to each internal audience

• Immersion training

• Full study deployment

• Best practice share and steal

• Stakeholder mapping

• Launch event – clarify that the purpose is business impact

• Establish leadership and core teams

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• Review organisational structure & process

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In summary: Rapid change means changing ‘how we do’ tracking. Start piloting now.

CHANGE DRIVER

IMPLICATIONS FOR

RESEARCH

Busy, hectic, mobile/ connected lives

Short, mobile friendly, engaging surveys

Seeking brands & products that align with cultural identity

Neuroscience techniques to measure brand identity sensitively

A proliferation of data from digitalisation

Exploit new data sources for a superior understanding of brand performance

New, more efficient data collection methods

Greater flexibility – services on-demand delivered quickly

Digital media now mainstream but fragmented

Approaches sensitive enough to measure individual components of the media mix

Opportunities for ‘in-flight’ optimization

Fast and easy access to commercially relevant metrics

Advances in programming & processing speed

Data integration and automated smart analytics

Advances in data visualisation

Dashboards and deliverables designed for clarity, impact and action

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Future of Tracking:Transforming how we do it not what we doMark Chamberlain, Managing Director – Service, Retail & Transformation Brands, KMBUK

Alex Taylor, Client Strategy Officer, KMBUK

28th February 2017