prof. dr. koen pauwels - the cure for schizophrenic marketing:
TRANSCRIPT
© Koen H. Pauwels 2013 / / / 1
The cure for schizophrenic marketing:PROF. DR. KOEN PAUWELS
Marketing based on full consumer boulevard
© Koen H. Pauwels 2013 / / /
Schizophrenic mixing of the old and the new
© Koen H. Pauwels 2013 / / / 3
Is your organization suffering from
1) Confusion about effectiveness new media ?2) Lack of comparable metrics online vs.
offline ?3) “You are too young / too old to understand”
authority instead of fact-based arguments ?4) Resource competition between online and
offline marketing without a clear attribution ?
Global % of firms to fully deploy digital
Brand position consistently in on-line and offline channels
Engage customers in social media throughout process
Run web experiments to test marketing effectiveness
Big data analytics to improve planning or forecasting
0
10
20
30
40
50
60
70
80
2012 2013
Source: McKinsey Global Survey August 2013
but Europe & Emerging lag in digital spent
Source: McKinsey Global Survey August 2013
NORTH AMERICA ASIA EUROPE EMERGING
3931
26 29
15
69
8
11
1413 9
35
49 52 54
3% or more 2%-3% 1%-2% Less than 1%, NA
© Koen H. Pauwels 20123/ / / 6
Coke measures expressions and impressions
“Customers have become empowered to create their own content and share it. It has changed my role as the CMO as we work to double business by 2020.”
“Consumer impressions will remain the backbone of our measurement because it is the metric universally used to compare audiences across nearly all types of media.”
“In addition, we are tracking consumer expressions; i.e. any level of consumer engagement with our brand content. It could be a comment, a "like," uploading a photo or video or passing content onto their networks.”
The Classic Purchase Funnel in Marketing
as tracked in attitude surveys (GfK, Kantar)
…explains brand sales beyond marketing actions
Panel B: Decomposing Sales and its Dynamic Drivers (Full Model)
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Sales Marketing Mix CompetitiveMarketing Mix
Mindset CompetitiveMindset
% d
ecom
posi
tion
Srinivasan, Pauwels and Vanhuele (Journal of Marketing Research 2010)
© Koen H. Pauwels 2012 / / / 10
But many now say classic funnel is dead
replaced by online decision journey (McKinsey 2009)
Focus of my research on metrics
• Online Behavior and Attitude Survey metrics:1) How well do they EXPLAIN brand sales?2) How well do they PREDICT brand sales?3) Does this differ for high vs low involvement?4) How can marketers affect the key metrics?5) Can we integrate attitudes & online actions?
Data thanks to Dutch GfK, Google and SDL
36 brands in 15 categories: durables (cars), services (internet, energy, travel, lodging, insurance), food (cheese, butter, snacks, candy, dairy, beer, soft drink) non-food (tissue, sanitary napkins) packaged goods
Categories differ in involvement, durables + services score 4-7, FMCGs 2-3 on a 7-point expert scales
Brands vary greatly in online spending: from 0.5% (a salty snack brand) to 84% (softdrink), mean is 30 %
We combine both funnels and marketing in a Dynamic System
Accounts for short and long
term effectsVolume sales
Environment
Marketing
Price Promotion
Distribution Advertising
Classic funnel
Loyalty
Preference
Awareness
Consideration
Intention
New funnel Owned
Paid
Earned
Key Results
1) Online metrics great to EXPLAIN brand sales2) Attitude surveys best to PREDICT brand sales3) Online metrics matter more for products with
high involvement & online active brands4) Both online and offline marketing can affect
online behavior and attitude to raise sales5) You can integrate attitude & online metrics
Durable/Service Sales get stronger boost from online
Clicks
Branded se
arch
Generic se
arch
#Web visit
s
#Pagevie
ws per v
isitor
#Pos web co
nversa
tions
#Neg web co
nversa
tions-0.100.000.100.200.300.400.500.600.70
0.05
0.14 0.14
0.030.08
0.01
-0.03
0.36
0.45
0.29
0.600.57
0.01
-0.02
FMCG Durables&Services
How to read? If clicks
increases by 1%, volumes
sales increase on average
by .36%
TV most effective offline action to lift online behavior, even outperforms online on pageviews & social media
Clicks
Branded search
Generic search
#Web visits
#Pageviews per visit
or
#Pos web co
nversations
#Neg web conversa
tions0.000.100.200.300.400.500.600.700.800.901.00
0.17 0.17 0.170.25
0.19
0.74
0.07
0.95
0.71
0.510.41
0.00
0.70
0.20
TV Online
How to read? If TV expenditures increase by 1%, # website visits
increase on average by .25%
How to score online with offline TV
Creative, Consistent, Complement
1) TV ad with Isaiah Mustafa around Superbowl
2) You Tube and fan response
3) Isaiah answers on YouTube> 100 M views, > 30 K twitter
Old Spice sales double in 1 y
• Does your guy smell like Old Spice Guy ?
Attitude-online effects go both ways
Web visits
Paid clicks
Branded search
Awareness
Consider
Preference
Attitudes Awareness & Consideration drive later online behavior, but online behavior also drives later Awareness and Preference how to integrate the funnels ?
Consumer Boulevard: Slow moving attitudes and fast online actions
Web visits
KNOWCOGNITION
Aware
Consider Buy
LIKEClick
Visit
AFFECT
Prefer
Loyalty
Experience& Express
DOSearch
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Dashboard input and output for managers
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Comparing profit from saved scenarios
“It’s not the size of your data, it is how you use it: Market Smarter with Dashboard and Analytics”
• Your free sample at: [email protected]
• Website: www.marketdashboards.com (also in Turkce)
• LinkedIn/Twitter: koenhpauwels
• Facebook: http://www.facebook.com/pages/marketdashboardscom/207532115957700
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Want to learn more? My new book:
Key take aways
1) Online behavior metrics add to sales explanation but attitude survey metrics are key to sales prediction
2) Online behavior metrics crucial in high-involvement settings, but also matter in low-involvement products
3) TV and online marketing most powerful in driving attitudes and online behavior metrics
4) Cross-funnel effects go both ways, rethink the path-to-purchase as a boulevard with fast and slow lanes