cm training 2010

8/3/2019 CM Training 2010

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To make every participant aware from theunderlying concepts of Conversion Model

To enable everyone to process the CMsegments

To make everyone understand the In &Out of CM segments

To enable handling of CM independently

Objectives of Presentation


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It is a market research tool that measures attitudinalloyalty. It is also called as micro model.

It is psychological model of consumer behavior providingbrand managers insight on the relationship between

consumers & brands.

The Conversion Model was initially developed tounderstand religious conversion.

It was developed by Jan Hofmeyr, who was a lecturer inreligious studies at the University of Cape Town.

The first commercial study conducted using theConversion Model was in 1989 in South Africa and in theUnited States in 1990.

What is Conversion Model & How didit evolve


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How to identify the inputs

How to check that your inputs are clean andcorrect

How to set up your data so that the program willaccept your inputs

How the programs work And,

how to check your outputs

You need to know


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Conversion Model Process

Merge the Conversion Model segments that you have created usingCMWeb back into your original dataset so that you can producecross-tabulations for analysis purposes.


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Conversion Model Outputs

Conversion Model segmentsCCE (Customer Equity) NumberTraffic patterns

BrandNetterJaccard coefficientCASE (category non-users)Commit /Involve profile

States of Mind segmentsEmployeeScoreParty


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What are the Conversion Model segments?

There are nine Conversion Model segments. CM Analysis willproduce 4 user segments and 5 non-user segments for each brandin the brand list.

The 9th segment, not represented above, is referred to as Category

in trouble and is usually combined with Strongly unavailable.Entrenched and Average are grouped as Committed users

Shallow and Convertible are grouped as Uncommitted users


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What are the Conversion Model questions?

1. Total awareness2. Satisfaction question (brand rating)

3. Usage question

4. Most often usage/Main Brand question

5. Importance question

6. Many good reasons question

It is not necessary for a study tohave Most Often Brand

T_A

Sat

Usage

Imp

Mgr


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Total awareness:

This question is not essential for any of the Conversion Model TMprograms. If there are no awareness questions in your questionnaire, youshould not be concerned.

Typical wording:.

Which of the following brands of ____ have you ever heard of?

Usage question:

Often there are a number of usage questions in the questionnaire. You

need to confirm which usage definition is going to be used for ConversionModel purposes with the executive involved. This question is always amultiple mention.

How do I identify these questions?


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Most often/Main brand usage question:

The most often usage question is always a single mention question.

Make sure that the brand that a respondent uses most often is included inthe list of brands used currently (regular usage).

If the most often question is not present in the questionnaire, you can runthe Conversion Model TM program without this variable.

Typical wording:

Which brand do you use most often? OR Which is your main brand?


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Satisfaction question:

This question is asked for (filtered on) all brands aware of.

This question has a 10-point scale which should ALWAYS run from 1= Terrible to 10 = Perfect in every way.

Typical wording:

I would like you to rate each brand of_____ which you are aware of,using a 10-point scale where 10 means you think it is perfect, and1 means you think it is terrible. Now, taking into accounteverything you look for in a_____, how would you rate_____ (readthe name of each brand aware of)?


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Importance question:

This question is used to measure involvement and is asked of ALLrespondents.

The code frame for this question is:

1 = Extremely important

2 = Very important

3 = Moderately important

4 = Slightly important

5 = Not at all important


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Many good reasons question:

This question is asked for (filtered on) all brands used (the usagequestion identified earlier).

This question has a 3-point scale. And, there is a single response foreach brand used.

Typical wording:

Think about each of the _____ you use. Which one statement bestdescribes your feelings about _____ (read the name of each brandused)?

1 = There are many good reasons to continue using _ , and few goodreasons to change

2 = There are many good reasons to continue using _, and many goodreasons to change

3 = There are few good reasons to continue using _, and many goodreasons to change


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Respondents will be dropped from the program completely (they will receive 0

Conversion Model segment) if:(1) they dont use any of the brands OR(2) they do use brands but havent rated any used brands using the satisfactionquestion.

Points to be noted

Main brand - As long as the person uses at least one brand regularly, they will gothrough the program. However, they will not receive a Main Brand Commitment scoreif they dont have a most often used/main brand.

Importance scores - a default value will be assigned.Regular usage - If respondents have not indicated that they use at least one of thebrands on the brand list regularly, they will not receive a segmentation for ANY brandas they will be considered non-users of the category.

Satisfaction scores -If a satisfaction score is missing for a used brand, therespondent will be unsegmented for that brand and will receive a 0 segment for that

brand.Many good reasons scores - a value will be allocated, based on the other scores,providing the respondent uses that brand.

The order of the brand lists is VERY IMPORTANT. For example, if you arerunning a beverage study and Coca-Cola is referred to in the layout file asBrand 2 in the usage entry, Coca-Cola should also be referred to as Brand2 in the main brand, satisfaction and many good reasons entries.


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An example input file

Interpretation:Col 1-10: Respondents ID = 0000000001

Col 11-13: Most often/Main brand (always 3 cols) = brand 2

Col 14: Importance rating = 2

Col 15-28: Usage in this case, the respondent uses brands 1, 2 and

4. There are 14 brands in this study.Col 29-56: Satisfaction. The ratings occupy two columns per brand,starting in column 29. In this example, the respondent gave asatisfaction score of 9 for brand 1, a satisfaction score of 10 forbrand 2 (the most often used brand) and a score of 7 for brand 4,

etc.Col 57-70: Many good reasons. The ratings occupy one column perbrand, starting in column 57. In this example, the respondent gave amgr of 1 forbrand 1, a mgr of 2 for brand 2 (most often usedbrand) and an mgr of 3 for brand 4.

CM.DAT


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An example layout file - repertoire version

[Info]

Cards=1 (Every respondent has 1 card of data)

[Card 1] (Indicates that what follows is data on card 1)

ident=1, 1-10 (ID starts in col 1, is 10 cols wide and occupies cols 1-10)

mob=11 (Most often brand code starts in col 11, 3 columns wide)

imp=14 (Importance rating is found in col 14)

usage=15, 1-14 (Regular usage data starts in col 15, data for brands 1-14)

sat1=29, 1-14 (Satisfaction data starts in col 29, data for brands 1-14. Theprogram knows that each satisfaction score occupies two cols)

mgr1=57, 1-14 (mgr data starts in col 57, mgr for brands 1-14)

The format of the layout files for CMWeb is the same as that ofMicrosoft *.ini files. All rules that apply to *.ini files can be appliedto layout files.


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CM analysis Where to start


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How to run CM analysisNumber of brands

Single or repertoire study

4 Question version (Optional)

Input Card column layout

Input data file and InputLayout file spec

Output file name

Output Card column Layout

Log file set up (Optional)

Suggested ConventionsAll input data files can be *.dat (For eg. CM.DAT)All input layout files can be *.txt (For eg. CM.TXT)All output data files can be *.out (For eg. CM.OUT)All log files can be *.log (For eg. CM.LOG)

Involvement Split


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At the end of CM run

The program, after finding theConversion Model segments, willthen connect to the web to sendthe information to The CustomerEquity Company.

Do not click OK until the datatransfer is complete

If an error message is displayed go back and check that your

inputs have been formattedcorrectly


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An example output file - repertoire versionxxxx01xyabcde...nABCDE...naaa.abbb.bccc.cddd.deee.e...nnn.nAAA.ABBB.BCCC.CDDD.DEEE.E...NNN.NXZ

The xxxx are columns for the respondent identity number.

01 - this is an invariant part of the output. Its a dummy card number.

x - column for the Category in Trouble (code 0 or 1).

y - column for the Strength of Commitment to the main brand (codes 1 to 4).

to n - columns for the user segments for the first to the last brand for

which output was requested (codes 1 to 4).

A to n - columns for the Conversion Model Segment codes for the first to thelast brands for which output was requested (codes 1 to 9).

aaa.a output for Customer Equity (if selected). The CCE number is a number

between 0 and 100, and has one decimal.

0 Not Category in Trouble, 1 Category in Trouble

Codes = 1 Entrenched, 2 Average, 3 Shallow, 4 Convertible, 5 Available, 6 Ambivalent, 7 Weakly Unavailable, 8Strongly Unavailable, 9 Category in Trouble

1 Entrenched, 2 Average, 3 Shallow, 4 Convertible

1 Entrenched, 2 Average, 3 Shallow, 4 Convertible

AAA.A output for Power in the mind (if selected). The PITM number is a numberbetween 0 and 100, and has one decimal.X output for States of Mind (5).

Y output for States of Mind (6).


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How to check CM output

Main brand users should not have a non-user segment

Regular users of the brand should not have a non-user segment

There should be a negative correlation between the satisfaction scores andthe Conversion Model segments on both the user (codes 1 to 4) and non-

user (codes 5 to 9) sides.


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States of Mind output

Following are the Text meanings for States of Mind (5)1 Single-minded2 Passive3 Shared4 Seekers5 Uninvolved

Following are the Text meanings for States of Mind (6)1 Single-minded2 Passive3 Shared - committed4 Shared uncommitted

5 Seekers6 Uninvolved


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COMMITMENT MODULE

The Commitment program creates a commitment/involvementprofile for each respondent. Following are the classification.

1 Committed to all

2 Committed to some3 Uncommitted to all - involved

4 Uncommitted to all - uninvolved


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COMMITMENT MODULE Example data file

COMMITMENT MODULE Example layout file

There is 1 card of data: cards=1

The respondent ID numbers can be found on card 1, startingin column 1 and are 4 columns wide:

The Conversion Model TM segments start in column 20 andoccupy one column each: seg1-10=1.20[1]

The importance scores are in column 10, occupying onecolumn: imp=1.10[1]


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How to run COMMITMENT analysisNumber of brands



Output file name


Whether to split uncommittedinto involved and not involved


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How to read COMMITMENT output

The respondent numbers can be found in the first 5 columns.The commitment/Involvement scores are in column 6.

You will see that respondent 00001 has, in fact, received aCommitment code 2.

If you have not used the split uncommitted to all option,your output file will contain codes 1 to 31 Committed to all

2 Committed to some

3 Uncommitted to all

If you have used the split uncommitted to all option, youroutput file will contain codes 1 to 4

1 Committed to all

2 Committed to some

3 Uncommitted to all - involved

4 Uncommitted to all - uninvolved


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TRAFFIC Patterns

The TRAFFIC program is used to calculate the switchingpatterns from one brand to others among all consumersin the market. Following are the classification.

The Traffic program looks at uncommitted users of each brandand works out which of the brands that these people are open to(they are at risk of switching to).

1 High risk

2 Low risk

3 Not at risk

4 Committed users

5 Uncommitted users

6 Everybody else7 Unsegmented users


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TRAFFIC MODULE Example data file

TRAFFIC MODULE Example layout fileThere is 1 card of data: cards=1

The respondent ID numbers can be found on card 1, starting in column1 and is 10 columns wide: ident=1.1[10]

The main brand variable can be found on card 1, starting in column 11

and is 3 columns wide: mob=1.11[3] Usage for brands 1 to 9 can be found on card 1 starting in column 14.Each brand occupies one column of data: usage1-9=1.14[1]

The brand ratings (satisfaction scores) for brands 1 to 9 can be foundon card 1 starting in column 23, each score occupies two columns: fav1-9=1.23[2]

The Conversion Model segments for brands 1 to 9 can be found oncard 1 starting in column 41, each Conversion Model TM segment

occupies one column: seg1-9=1.41[1]


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How to run TRAFFIC analysisNumber of brands



Output file name


Whether the Favourability

scale is 1-7 or 1-10


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How to read TRAFFIC output

The output file from the TRAFFIC

program will contain numerous cards foreach respondent. There will be as manycards for each respondent as there arebrands in the input file. Each card willhave the following structure:

xxxxxXYZabcdefghi...........n

xxxxx = the respondent number.

XYZ = the card number. A card will becreated for each brand included in theinput file.

abcdefghi...........n = output values forcomparative brands


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TRAFFIC Tables


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THANK YOU

cm training 2010

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