transforming new product launches chris casey xxx title xxx october 1, 2014 precision activation
TRANSCRIPT
TRANSFORMING NEW PRODUCT LAUNCHES
Chris CaseyXxx TITLE xxxOctober 1, 2014
PRECISION ACTIVATION
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YOUR PRIORITIESGAB SURVEY RESULTS 2014
2.38 2.38 2.50 2.75
HIGHEST PRIORITY LOWEST PRIORITY
Accurate forecasting for a major launch
Ability to course correct in the early days of the
launch
Improving offerings / launch plans to launch well
Building winning concepts
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NOW YOU CAN ACCELERATE REVENUES FROM ALL NEW PRODUCT LAUNCHES
PRECISION ACTIVATION VIDEO
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EARLY ADOPTERS UNLOCK PROFIT POTENTIAL … They disproportionately drive first-year sales of breakthrough innovations
PURCHASE INTENSITY AMONG EARLY ADOPTERS OF BREAKTHROUGH INNOVATIONS
% of HH % of Y1 Sales
12%
23% Purchase Index
~2X
Source: Nielsen Breakthrough Innovation analysis
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… IF YOU CAN FIND THE STORES WHERE THEY SHOPStores where early adopters shop are 2-4x more valuable
High Moderate Low
$70
$40
$17
SALES PER STORE PER WEEK OF BREAKTHROUGH INNOVATIONS
INCIDENCE OF EARLY ADOPTERS IN STORE TRADE AREA
4X2.4X
Source: Nielsen Breakthrough Innovation analysis
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How do you get better outcomes?
Start with better intelligence!
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WHAT DO WE NEED TO SOLVE FOR?
• DRIVING THROUGH THE REAR-VIEW MIRROR: Information comes too late to act on
• FLYING TOO HIGH: Information at too high a level to direct high-impact actions
• DATA THAT’S NOT USER FRIENDLY: Needs to be integrated from multiple sources
• THE PRIVILEGED FEW: Information often compiled for only the biggest launches
TODAY
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HOW WILL WE DELIVER BETTER INTELLIGENCE?
Desktop tool to identify gaps to plan in time to
take actions
Unique data assetsStrong analytical
capabilities
INNOVATIONON DEMANDPLATFORM
Bringing together two models to enable smarter, faster decision-making …So you can drive better outcomes
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NIELSEN LAUNCH OPTIMIZATION DASHBOARDApp engineered to give you the intelligence you need, when you need it
• REAL-TIME• Always-on (vs. periodic ppt)
• ENTERPRISE APPLICATION• Portfolio roll-up• Initiative drill-downs
• INTELLIGENT METRICS• Composite performance rating• Predictive activation metrics
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INTELLIGENCE = INTEGRATING REAL-TIME DATA WITH IN-MARKET SUCCESS BENCHMARKS
• GREATER PRECISION• Metrics predictive of in-market
success• Drill-down by store cluster,
consumer segments
• GREATER ACTION-ABILITY• Exception-based signaling (vs.
benchmarks, targets)
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INTELLIGENCE = ACTIONABLE WHAT-IF TOOLS
• ACTION-ORIENTED• What-if simulation
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YOU HAVE AN OPPORTUNITY TO HELP US DEVELOP THE SOLUTION
We are seeking beta clients to inform the development of version 1.0
Beta clients provide strategic and user-level input, and get early access in return
