touchpoint tracking: the journey to a viable model€¦ · roi analysis results presentation pre...

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Touchpoint Tracking:

The journey to a viable model

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Contents

• What we set out to do

• Communications needs

• Our new model

• Case studies

• Impact on future communications

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The Gold Standard for

integrated tracking

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It’s badly needed!

“Probably our biggest concern – which

relates to engagement – is „holism‟:

the ability to capture the effect of a wide

range of communications…if you see

a change in brand attitude, how do you

know it was your TV and not some product

experience or word-of-mouth?”

Mark Greenstreet, Carat Insight

Research, August 2006

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18% 23%

Advertised

in last 3

months

Marlboro

Misleading data

1474 people

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Speed of information

3 months Real time

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Our thoughts on how comms work

TV

POS

Experiential

Press

Service letter

WOM

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Focus on context as well as content

TV, 2.50pm TV, 6.50pm

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Focus on context as well as content

Useful letter „in window‟ Junk mail at any other time

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Focus on context as well as content

Pub media at 7pm Pub media at 11pm

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Summary of new needs

3 month reporting

Modelled awareness

Content

Overclaimed awareness

Traditional norms

TV focus

Real time reporting

Exposure to touchpoints

against sales

Context too

Actual behaviour

„Ladders‟

One tool for all

touchpoints

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Our new approach

Real time customer

tracking

Real time results

to clients

Post Questionnaire

Real time Dashboard

ROI Analysis Results

Presentation

Pre Questionnaire

Mobile Tracking

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Would it work?

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Case Study

• 400 people

• 8 segments of 50

• 10 brands – 5 drinks (Carling, Guinness, Red Bull, Pepsi, Coke)

– 5 technology (Playstation, O2, iPod, Moto Razr,

and Marmite!)

• Covering – TV, WOM, Usage, PR, In Store, Internet, Poster,

News/mags, Mail, Radio, Other

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Consumer acceptance

Let me say that this has been

a fascinating study to take part in. I

think your use of SMS is a very

exciting way of participating in

survey data collection.

Typical response: 60%

Expected response: 30%

Actual response: 50%

I felt like I was an

important part of

the study.

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New Touchpoints rise to the top

6%

15%

19%

19%

21%

31%

32%

56%

0% 20% 40% 60%

Radio

Internet

News /

Mags

Cinema

Event

In Store

Posters

TV

Coke awareness

Last 3 months Coke touchpoints

during mobile tracking (1 or 2 weeks)

Source : Pre-Questionnaire Source : Mobile Tracking

1%

3%

3%

5%

6%

8%

15%

19%

25%

29%

30%

0% 10% 20% 30% 40%

Radio

PR

Mail

News/mags

Internet

Poster

Other

WOM

TV

In Store

Being Used

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Being Used was the most

positive touchpoint

3%

6%

9%

11%

11%

15%

18%

22%

25%

33%

48%

0% 10% 20% 30% 40% 50% 60%

In Store

WOM

Internet

Other

PR

TV

Poster

Radio

News / Mags ad

Mail

Being used

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Being used likely to influence

purchase

PlayStation

1%

1%

2%

3%

4%

5%

8%

14%

15%

20%

28%

0% 10% 20% 30% 40%

Radio

Mail

Other

News / Mags

Poster

PR

Internet

In Store

TV

WOM

Being used

“It’s really nice and

sleek. I’m thinking

of getting one next

time I get a mobile”

Participant on seeing her

flatmate using her Moto Razr

Moto Razr

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We can track word of mouth

for the first time!

Positive conversation with friend about O2

Press ad that generated this

Positive conversation with call centre about O2 tariff

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Word of mouth tends to be polarising

Source : Mobile Tracking for Technology brands

% Positive/Negative for each Technology Touchpoint

-40

-20

0

20

40

60

80

Use

dTal

k

Sho

p

New

s st

ory

New

s/m

agaz

ine

ad

Mai

l

Pos

ter

Rad

ioW

eb

Oth

er

%

Very negative

Quite negative

Very positive

Quite positive

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We can choose relevant

touchpoints for the category

% Touchpoints by two categories

0

5

10

15

20

25

30

Use

dTal

k

Shop

New

s stor

y

New

s/m

ag a

dM

ail

Poste

r

Rad

io TVW

eb

Oth

er

%

Drinks

Technology

Source : Mobile Tracking

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Added richness on traditional media

“it had a dodgy slogan and was

trying to be too witty”

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Touchpoint timing varies by brand

0%

10%

20%

0-1a

m

1-2a

m

2-3a

m

3-4a

m

4-5a

m

5-6a

m

6-7a

m

7-8a

m

8-9a

m

9-10

am

10-1

1am

11-1

2pm

12-1

pm

1-2p

m

2-3p

m

3-4p

m

4-5p

m

5-6p

m

6-7p

m

7-8p

m

8-9p

m

9-10

pm

10-1

1pm

11-1

2pm

Coke Carling

Source : Mobile Tracking

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Receptive times for drinks

Drinks touchpoints and positivity by time of day

0

10

20

30

40

50

60

70

80

0am

1am

2am

3am

4am

5am

6am

7am

8am

9am

10am

11am

12pm

13pm

14pm

15pm

16pm

17pm

18pm

19pm

20pm

21pm

22pm

23pm

Hours in day

Nu

mb

ers

of

tou

ch

po

ints

0

0.5

1

1.5

2

2.5

3

3.5

4

4.5

Po

sit

ivit

y

Touchpoints

Positivity

!

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MySMSDiary

Download pictures into diary

Add and amend data

Add comments

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Market Audits

• To understand the touchpoint

dynamics in a market

– Touchpoint Ratings

– Reach

– Frequency

– Impact Index

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Brand Boards

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The Dashboard

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Spend Neutral Strategy Assessment

Power

Eff

ecti

ven

ess

High

High Low

Low

Maintain

Investment

Increase

Investment

Review

Creative

Reduce or

Ditch

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Feeding insight into comms

• ROI and Touchpoint Ratings inform channel planning

• Receptivity and timings feed into scheduling

• Implications of less obvious touchpoints

– Being Used

• call to action communication around usage occasions

– WOM • Upweight WOM generating touchpoints and

encouraging Member Get Member

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Conclusion New approach

will challenge

the way we

think about, create,

plan and buy

communications