brand- and performance kpis on demand - gfk · 2016-11-02 · brand- and performance kpis on demand...

1© GfK October 2016 | Research & Results | Brand Vivo | On Demand |

Brand- and Performance KPIs On DemandQuickly analyze meaningful key facts and make smart decisions!

Thomas Steiner, Director Brand Experience, GfK


Today’s market

requires rapid access (speed!) to

data and insights

that challenge and

justify brand and

communications investments

All with the

right metrics, with instant

availability at

reasonablecosts


CITATION: The rise of the marketer driving engagement, experience & revenue. Published 2015 by The Economist Intelligence Unit

In the next years, brand & comms

manager willuse data more intensively to quickly gain

stronger insights …

…by

using technology to engage customers

in an ongoing conversation


All anchored in the

consumer-centric, digitaland connected

world

At GfK we provide

better insightsby building

the right metrics to

measure

brand equity


We facilitate an

action orientation

of brand and comms tracking data,

with self-access to insights and

“in the moment” information

We help you make

the right decisions to grow your brand


Sustainably

grow your brand

by optimizing experiences

and

driving brand relationship equity

GfK Brand Vivo


Ultimately,

strong emotional

experiencesand

strong brand

relationships

drive

market

success


Brand Vivo offers…

Brand Funnel

current and future momentum across all

competitors

Brand imagery and personality

across competition

Brand imprint

overall brand experiences vs. competition

Product/ service perception

understand if intended messages are well

communicated

Relationship Brand Equity

understand brand relationships

across competition

Brand Experience Points

with brand and competitors

Emotional imprint

of brand experiences

Social Media performance (optional)

Meaningful KPIs


GfK Brand Vivo On Demand:

Real-time access to insights and data

wherever and whenever you need them


Brand Vivo

Information On Demand

Landing page:

Here you find

a summary of

defined KPIs

Via tabs you

can understand

the finer details

& elements

around specific

KPIs

Widgets adapt

dynamically

depending on

brands selected

and filters

applied

Library where

questionnaires

or additional

documents can

be stored

The crosstab

toolbox allows

you to run

simple analysis

quick and easy


Brand Vivo

Information On Demand

By clicking on

this icon you

can apply

dynamic filters

Dynamic

zooming capability

allows for a more

granular view on

graphs

By

hovering over

elements you get

more details on

specific results

shown in the

graph

Clicking on this

icon allows you

to download

content (e.g.

pptx or xlsx)


Hot alerts

Automaticallytriggered by the system Researchers

release alerts after check and analysis

Recommended for

continuoustrackers

!


Alerts for researchers in three different scenarios

Detecting changes vs the

previous period

Results from current time period

for client brand are significantly

different (lower or higher) than

a previous time period/

frequency of alerts to be defined

Detecting changes against

benchmark

Results from current time period

for client brand are significantly

different (lower or higher)

compared to an established

benchmark in the study

Detecting changes vs key

competitor

Results from current time

period for competitor brand are

significantly different (lower

or higher) than a previous time

period


Key actions and benefits for you

Quickly respond to shifts in

brand health and equity in the

marketplace

Instantly understand brand

perception, and identify new

opportunities for growth, as well as

emerging threats

Instantly understand how

consumers experience your brand

and how different experience points

shape brand relationships

Make right investment

decisions across touchpoint and

communication elements that grow

and strengthen your brand


ANY QUESTIONS?

Let‘s MEET & TALK


OR PLEASE CONTACT

Thomas Steiner

0911- 395 2497

[email protected]

brand- and performance kpis on demand - gfk · 2016-11-02 · brand- and performance kpis on demand...

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