link system webinar presentation

© 2014 blueocean market intelligence

Bridging the Data Management and Insights Gap: An Introduction to the Link Solution

March 2014 | Proprietary and Confidential

Bringing together best in class intelligence services and cutting edge information management technologies


Introducing the Link system

A unique combination of software and services to create and distribute synthesized insights

360 Discovery Services Link technologies


Link technologies advanced integration and reporting capabilities combined with the 360 approach can now be applied seamlessly within organizations across stakeholders

Social media

Syndicated /Published sources

Clients Internal data

Primary Market Research

Behavioral data

360 insights

Introducing the new Link system


Link technologies advanced integration and reporting capabilities enable the 360 approach to be applied seamlessly within organizations across stakeholders

Link technologies from Cognicient

Monitoring

Reporting

Modeling

ScoringCall Center

Web Social Media

Attitudinal Data

Operational Data


Monitoring

Reporting

Modeling

ScoringCall Center

Web Social Media

Attitudinal Data

Operational Data


Two products, one goal

Link Manager and Link BI work hand in hand…


Modeling

ScoringCall Center

Web Social Media

Attitudinal Data

Operational Data

Link Manager


Introducing the Link Taxonomy

Taxonomy

Gender

Not yet Linked

Overall Opinion

Chocolate Study

Q1 Code Gender

Q2 what city do you live in

Q3 Overall opinion of

Product

Shampoo Study

Q27 What is your Gender

Q28 When did you last visit

Q29 How do you like the

product overall

Toothpaste Study

Q33 Sex

Q34 How many times visited

Q35 Overall opinion of the

product

Linked Linked

Linked Linked


3rd party data in the Link taxonomy

Linked database

Country

Not yet Linked

Overall Opinion

Other data

Country

Sales Volume

Linked

Linked

Linked

Linked


Combination

Project Two

Project One

Project Three

Interrogation Layer

CrosstabsGrid

AnalysisProject

Upload Layer Ex

port

Lay

er

SPSS

SAS

Project One

Project Two

Project Three

Project One

Project Two

Project Three

Portals Reports

AnalysisAdmin

3rd Party Data

3rd Party DataSocial MediaMarket Share Sales Volume

Link DB


Example Link Manager loading study to database


Link BI (Business Intelligence)

Monitoring

Reporting


Example Deliverable300+ Brand tracking studies harmonized reporting system


Example Using 3rd Party data from Nielsen

© 2014 blueocean market intelligence15

Background Approach

Link stores meta data about 2000

brands across different geographies

and business lines including the

market share data from Nielsen.

• Using Link we were able to combine this meta data with brand tracking research

• Calculated a relative equity image describing the share of heart and mind from the survey data

• Also, created a relative market share index from the Nielsen data. • We created visuals for each brand showing opportunities and

weaknesses across the clients brands and markets.

Relative Equity image vs. Relative Market Share

Impact

The client was easily able to spot weaknesses and strengths in their brands by comparing Relative brand image to relative market share across their business lines


Reminder : The “Relative Equity Index” (REI) helps to simply and quickly assess brand health vs. competitive brands and over time.REI is a multi-dimensional brand equity summary incorporating 4 components of equal weight sourced from the brand health tracker (BHT) study.

Spontaneous Awareness

Is brand forefront on consumer’s mind?

Purchase Consideration

Is brand relevant in considered set?

Imagery

Does brand stand for something?

Recommendation

Are consumers brand advocates?

R E I

2010 REI Scorecard Market A Market B

Client Brand Main Competitor Client Brand Main Competitor

REI 125 105 155 80Unaided Awareness

Purchase Consideration

Imagery

Recommendation

indicates significant increase in score vs. 2009 @ 95% confidence level.indicates significant decrease in score vs. 2009 @ 95% confidence level.

indicates brand scores above 120 index versus competitive set. indicates brand scores below 80 index versus competitive set.indicates brand scores from 81 to 119 .

HOW TO READ - Relative Equity Index (REI) Scorecard


Arrows indicate movements from 2009 position

Nestlé Brand 2010

Brand Equity Improvement required

and Market Share at Risk

Underexploited Brand Equity and

Share Growth Potential

Strong brand market share and equity

Weak brand market share and equity

Relative Value Market Share (Relative Share of wallet)

(Rel

ativ

e Sh

are

of h

eart

& m

ind)

Country A

Country B

Country A

Country B

Rela

tive

Equi

ty In

dex

(Rel

ative

Sha

re o

f hea

rt &

min

dHOW TO READ - Brand Opportunity, Vulnerability (REI vs. Relative Market Share)

Plot is showing the relationship between REI and relative market share, in order to identify both underexploited brand equities (REI above relative market share) and market share at risk (relative market share above REI).


Monitoring

Reporting

Modeling

ScoringCall Center

Web Social Media

Attitudinal Data

Operational Data


Thank youFor more information:

Ajith SankaranSenior Vice President – Market [email protected]

Mike PageVice President – Clients Services and [email protected]

[email protected]

mailto:[email protected]





link system webinar presentation

Business

relative equity

relative market

market share

brand scores

applied seamlessly

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blueoceanmi

mind