The Center for Measurable Marketing at NYU Stern. Mindset Metrics and ... Coupons, FSI. E-mail. Paid Search. Search. Min
Case Studies:
Mindset Metrics and Marketing Mix Models The Center for Measurable Marketing at NYU Stern
YouGov and BrandIndex Overview
YouGov is a global market research agency focused on the consumer
YouGov UK
YouGov America
YouGov Germany, France and Central Europe
YouGov North Africa
YouGov Arab Peninsula
YouGov BrandIndex collects daily consumer feedback on thousands of brands across dozens of industry categories in more than a dozen countries YouGov Panelists
Online Reporting Tool (Hosted)
Syndicated Survey
Easily Exportable Data YouGov Database
A truly unique product
• Continuous daily data allows you to get an immediate indicator of consumer response, and helps quantify the magnitude and likely duration of consumer perception shifts in response to campaign activities
• Breadth of coverage
provides unparalleled ability to benchmark against appropriate competitive set
• Large daily sample size
enables deep dives into market level results
• Panelist profiling on demographics and behavioral measures (e.g., category usage), enabling more detailed and actionable measurement
• Custom “Trigger questions” can be inserted into the syndicated questionnaire and enable an additional level of insight behind consumer perception movements
• Historical data – nearly 5 years on most brands • Global platform – methodology and delivery via online reporting tool
Upper Funnel
Awareness
Lower Funnel
Brand Engagement / Product Discovery
Purchase Consideration
Purchase Intent
Purchase Consideration
Purchase Intent Customer Status
Loyalty
Reputation
6
Aided Brand Awareness
Word of Mouth
Advertising Awareness
Value
Buzz
Quality Impression
Satisfaction Recommend
BrandIndex vs. a typical brand tracking service
7
Framework for Marketing Performance Measurement
• • • •
What Marketers and Competitors Do Advertising Price Promotions Distribution
Intermediate Behaviors
Direct Effect
Social Media
Mindset Metrics
What Consumers Do Brand Purchases
The Center for Measurable Marketing at NYU Stern Adapted from Lehmann and Reibstein (2006)
Feedback Effect
Online Activity
Marketing Mix Models
• … are representations of marketing systems that are useful for understanding the behavior of markets and for predicting the impact of marketing actions. • … describe the relationship between performance measures, such as sales or market share, and controllable variables, such as price and distribution. • ... are designed to aid managers in planning and forecasting.
The Center for Measurable Marketing at NYU Stern
Maximize Return On Marketing Marketing ROI Marketing Expenditure
Incremental Contribution
Costs
Marketing Support The Center for Measurable Marketing at NYU Stern
Margins
Model
Incremental Volume
Marketing Attribution Across Moments
` Television
Search
Trade
Website Visits SALES
In-Store Coupons, FSI E-mail Paid Search
Social Media
Mindset Metrics
`
Marketing Event
Print
Copyright 2013 Marketing Productivity Group, Inc. - All rights reserved
Case Studies
• Global apparel retailer interested in understanding impact of digital media (paid, owned, and earned) on mindset metrics and store traffic • National “recipe ingredient” manufacturer in search of how to leverage all media channels to understand how marketing drives mindset metrics drive sales, which can reinforce mindset metrics
The Center for Measurable Marketing at NYU Stern
Retail Case Study
YouGov Metric for Retailer
• Buzz – YouGov tracking measure which asks respondents Over the PAST TWO WEEKS, which of the following brands have you heard something POSITIVE/NEGATIVE about (whether in the news, through advertising, or talking to friends and family)?
How Media Influences Traffic • Media drives customers both directly and indirectly
Website Traffic
TV Circular Radio Buzz
Paid Search
Store Traffic
Affiliate Display
Direct Impact
Drivers to Store Traffic •
With Carryover Effects •
Because of their delayed response, Buzz and Likelihood-to-Recommend now contribute to store traffic
TV is Primary Driver of Buzz • TV drives 10.4% of store traffic (91.8MM), the bulk of which is direct (87%) – To a lesser extent, TV is also driving store traffic via Google search, as well as Buzz about the brand
2%
TV
87%
Buzz
11%
Store Traffic
Ingredient Case Study
YouGov Metrics for the Brand
•Buzz •Recommend •Satisfaction •Quality
The Center for Measurable Marketing at NYU Stern
How Marketing Influences Sales
TV
Website
In-Store Paid Search
Sales
FSI Print Online Display
Direct Impact Brand Health Metrics
Sales Decomposition
Earned Brand Owned Health
• Earned Media drives almost 2% of sales – Primarily driven by Buzz • Website contribution to sales is now higher than print when accounting for indirect effects
Other Findings • Recipe Posts are driven by Brand Buzz and Satisfaction – 5.86% of Recipe posts are attributed from Brand Buzz
Buzz
Quality
Recommend
Satisfaction
Recipe Posts
5.86%
0.48%
2.17%
2.60%
Education Posts
1.18%
0.16%
0.00%
3.55%
Conclusions
• Knowing “what” consumers think matters! • Mindset metrics can serve as leading indicators to sales • Total effects of paid media are underestimated without including indirect effects via mindset metrics • Different media channels impact mindset metrics differently
