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Tracking multichannel, real time customer

experience Presentation to Cranfield Customer Management Forum

November 17th 2010

Lauren Praverman and Fiona Blades

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Purpose of today

• To share the reasons for tracking real time customer

experiences

• To show how its done

• To share some of the insights it has revealed

• To show how the insights are impacting on business decisions

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Experiences driving Sales

Sales

Consideration

Brand Image

Experience

Historically Brand

Tracking analytics

identify which brand

image attributes drive

Consideration…

…but we need to know

which pieces of

marketing activity drive Consideration and

Sales

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The approach

Each participant is in the field for one week

Participants text the

brands and experiences

they come across

during their week in

field. We agree the

brand and experiences

together.

Every other day

participants are

required to visit their

SMS diary to

embellish the

experiences they

have already texted

about.

Current Brand Experience

After 7 days of texting and a final visit to

the diary participants complete a Future

Brand Direction questionnaire before

exiting the survey. This is a good place to

look into specific ad recall and diagnostics

in more detail.

Future Brand Direction

Participants complete a Legacy

Brand Health questionnaire in

advance of starting the real-time

texting process. This contains the

usual tracking measures plus other

metrics.

Legacy Brand Health

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All the questions you know and love

Screener: to filter on 16-45

Spontaneous then Prompted Brand and Ad Awareness

Brand Evaluation in Competitive Context on key metrics

Favourability

Consideration

Momentum

Brand Image and statement association measures

Briefing for Texting and Diary Element

Identify consumption groups (loyalists)

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Text us whenever you see, hear

or experience anything to do

with the following brands…

Texting framework

CHOICE:

a) Much more likely to

choose

b) Slightly more likely to

choose

c) No change

d) Put me off choosing

BRAND:

a) Pepsi

b) Pepsi Max

c) Coca-Cola

d) Coke Zero

e) Diet Coke

f) Tango

g) Other carbonate

OCCASION:

a) TV

b) Poster/Billboard

c) Radio

d) Me Drinking/purchasing

e) Conversation

f) Cinema

g) Newspaper

h) Magazine

i) Sponsorship

j) In Store

k) Vending Machine

l) Someone else drinking

m) Online

n) Mailing/Leaflet

o) In pub/bar/restaurant

p) Other

FEELING:

5) Very positive

4) Fairly positive

3) Neutral

2) Fairly negative

1) Very negative

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You tell us

BRAND: A)Pepsi B)Pepsi Max C)Coca-Cola

D)Coke Zero E)Diet Coke F)Tango

G)Other fizzy drink

OCCASION: A)TV B)Poster/Billboard C)Radio

D)Me Drinking/purchasing E)Conversation

F)Cinema G)Newspaper H)Magazine

I)Sponsorship J)In Store K)Vending Machine

L)Someone else drinking

M)Online N)Mailing leaflet O)In

pub/bar/restaurant P)Other

FEEL: 5)Very positive 4)Fairly positive

3)Neutral 2)Fairly negative 1) Very negative

CHOICE 4) Much more likely to choose 3)

Slightly more likely to choose 2) No change

1) Put me off choosing

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Pepsi, Someone else Drinking, Very Positive,

Much more likely to choose next time

A L 5 4

CHOICE:

4) Much more likely to

choose

3) Slightly more likely to

choose

2) No change

1) Put me off choosing

BRAND:

a) Pepsi

b) Pepsi Max

c) Coca-Cola

d) Coke Zero

e) Diet Coke

f) Tango

g) Other carbonate

OCCASION:

a) TV

b) Poster/Billboard

c) Radio

d) Me Drinking/purchasing

e) Conversation

f) Cinema

g) Newspaper

h) Magazine

i) Sponsorship

j) In Store

k) Vending Machine

l) Someone else drinking

m) Online

n) Mailing/Leaflet

o) In pub/bar/restaurant

p) Other

FEELING:

5) Very positive

4) Fairly positive

3) Neutral

2) Fairly negative

1) Very negative

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My SMS Diary

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Looking to the future

Main message about the brand

Execution evaluation

Brand Evaluation in Competitive Context on key metrics

Favourability

Consideration

Momentum

Brand Image and statement association measures

This is where we

measure any

potential shifts in

perceptions that have

occurred during

people‟s week of

texting

Segmentation

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Study Details

March April May June July August

Experience Tracker

Wave 1 18th March – 18th April

Wave 2 12th April – 16th May

Wave 3 10th May – 13th June

Wave 4 7th June – 11th July

Wave 5 5th July – 11th August

Pepsi Max Breathtaking

TV/Online (1st – 28th March)

World Cup

OOH (4th-18th April)

TV (4th April – 16th May)

Online and Press

Girth OOH (7th – 20th June)

Press

Tango TV (7th – 4th July)

Radio (7th – 27th June)

Online

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Participants Texts Photos

Wave 1 535 4774 299

Wave 2 460 3845 433

Wave 3 547 4535 420

Wave 4 420 4010 703

Wave 5 546 4713 516

Study details

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As context, TROI Experience Database for UK

reveals importance of In Store and TV

Base;45,030 texts Base;18,293 texts

Source: Current Brand Experience (Text data)

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In Wave 1 we immediately saw the dominance

of Trade touchpoints

Source: Current Brand Experience (Text data)

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Me drinking/purchasing and Mailing Leaflet are the

most persuasive experiences for the category

Source: Current Brand Experience (Text Data)

Base: 21,877 texts

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Channel Learnings

Power of consumption experiences are under

utilised

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Me drinking/purchasing is an enormously

powerful Touchpoint

Source: Current Brand Experience (Text Data)

Base: 21,877 texts

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Pepsi Max has the highest quality consumption

and purchasing experiences

Me Drinking Purchasing (Waves 1-5 combined)

Diet Coke

Coke ZeroCoca-Cola

Pepsi Max

Pepsi

20%

25%

30%

35%

40%

45%

50%

55%

60%

65%

70%

40% 45% 50% 55% 60% 65% 70% 75% 80%

Positivity T2B (%)

Pu

rch

ase

Inte

nt

T2B

(%

)

Source: Current Brand Experience (Text Data)

Base: 5,279 texts

Me Drinking Purchasing (Waves 1-5 combined)

Diet Coke

Coke ZeroCoca-Cola

Pepsi Max

Pepsi

20%

25%

30%

35%

40%

45%

50%

55%

60%

65%

70%

40% 45% 50% 55% 60% 65% 70% 75% 80%

Positivity T2B (%)

Pu

rch

ase

Inte

nt

T2B

(%

)

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CONSIDERATION

(Improvement in

top-2-box

between t0 and t1)

CONSUMPTION TOUCHPOINTS

Model 2: Consumption drives top-2-box improvement for

Pepsi Max

+

Me purchase only

Binary regression model;

Positive change in consideration / Negative or no change.

Solid black line = Significant

Base (n) = 2506 (5 waves)

Me purchase and drink

(0.64)

Me drink only

(0.31)

+

Pepsi Max is the only brand that has a

significant link from drinking to top-2-box

improvement. The consumption effect is

even stronger when there is a combination

of purchase AND drinking.

Pepsi Max is the only brand where the Consumption

experience alone drives Consideration

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Soft drinks clearly serve specific need

states

Me time

A social break

An energy boost

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Coca-Cola and Diet Coke are creatively tapping

into consumption need states

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Off Trade Learnings

Pepsi trade push, Coca-Cola brand

pull

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50% of experiences in this catagory are impulse

Whether

intended to

buy a

particular

fizzy brand? No

61%

Yes

39%

Whether intended to buy a fizzy drink?

Not planned

68% Planned

33%

Source ;Me Drinking/purchasing

Experiences - 5 waves

n=5279 texts

Fulfilled – Planned

category and

brand decision

18%

50% 11%

21%

Diverted-

impulse

brand

decision

Impulse

category and

brand decision

Converted –

Impulse

category

purchase

decision

Impulse Vs. Planned Purchases

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However, Pepsi Max drives a larger proportion

of impulse purchases within the brand mix

Source ;Me Drinking/purchasing Experiences - 5 waves

n=5279 texts

21% 16% 16% 15%28%

21% 25%12%

18%18% 22%

15%

17%18% 14%

31%

11%11%

14%

8%

9%11% 7%

19%

50% 55%48%

62%

46% 50% 55%

38%

Total n=5279

Pepsi/Pepsi Max Net n=1201

Pepsi n=557

Pepsi Max n=644

Coca-Cola n=1266

Coke Zero n=317

Diet Coke n=1166

Tangon=276

Impulse vs Planned Purchase/Consumption

Impulse brand and

category purchase decision

Diverted-impulse brand decision

Converted-impulse category decision

Fulfilled

Purchase Type Profile

Stronger pre-existing

demand for Coca-Cola More successful trade activities

which are triggering Pepsi

purchase/consumption more than

other cola brands

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Trade activity is „pushing‟ Pepsi Max

Source: Current Brand Experience (Text data) Pepsi Max, Me drinking/purchasing n=652 comments

Wordle For Me Drinking/Purchasing

Comments PEPSI

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Consumer demand, “feeling thirsty” and a need

for “refreshment” are the main drivers for Coca-

Cola

Source: Current Brand Experience (Text data) Coca Cola, Me drinking/purchasing n=1270 comments

Wordle For Me Drinking/Purchasing

Comments COCA -COLA

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Conversation

ACTIVE TOUCHPOINTS

Model 1: Consumption drives improvements in top-2-box

consideration for Pepsi

+

Pub/bar/restaurant

In store

Online*

Vending machine

Me purchasing / drinking

(0.31)

* Includes active and passive elements

Binary regression model;

Positive change in consideration / Negative or no change.

Solid black line = Significant

Base (n) = 2506 (5 waves)

CONSIDERATION

(Improvement in

top-2-box

between t0 and t1)

Cranfield analysis showed that Me

Purchasing/Drinking drove Consideration

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CONSIDERATION

(Improvement in

top-2-box

between t0 and t1)

CONSUMPTION TOUCHPOINTS

Model 2: Purchase drives up top-2-box Consideration

for Pepsi

+

Me purchase only

(0.38)

Binary regression model;

Positive change in consideration / Negative or no change.

Solid black line = Significant

Base (n) = 2506 (5 waves)

Me purchase and drink

(0.32)

Me drink only

+

Unlike, Pepsi Max, Pepsi Consideration is driven

more by Purchase than Consumption

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Channel Learnings

Mailing Leaflets highly persuasive

influencing planned purchase

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Mailing/leaflets is our second most persuasive

experience

Source: Current Brand Experience (Text Data)

Base: 21,877 texts

Top2B

ox C

hoic

e –

Mark

et A

vera

ge (

%)

Top2Box Positivity – Market Average (%)

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Source: Current Brand Experience (Text Data)

Base: 2,711 texts

Top2B

ox C

hoic

e –

Mark

et A

vera

ge (

%)

Top2Box Positivity – Market Average (%)

It is a relatively higher reaching Touchpoint for Pepsi

and is the third most persuasive Touchpoint

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Extremely persuasive retailer promotions

encourage people to plan their next purchase

“It was a supermarket offers leaflet

with multipack coke cans, but I

would be influenced by the fact

that they would be on offer, the

offer would possibly make me

switch brands”

Source: Current Brand Experience (Text Data)

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TV

Binary regression model;

Positive change in consideration / Negative or no change.

Solid black line = Significant

PASSIVE TOUCHPOINTS

Base (n) = 2506 (5 waves)

Model 1: Mailing leaflets are a strongly significant driver

of top-2-box consideration for Pepsi. Posters work too.

Sponsorship

Someone else drinking

Radio

Poster /billboard (0.28)

Newspaper

Magazine

Cinema

CONSIDERATION

(Improvement in

top-2-box

between t0 and t1)

+

+

Mailing leaflet (0.82)

This is

a powerful

effect! Consistently occurs across waves.

Offer-led Mailing leaflets and Posters drive

Consideration for Pepsi

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Again, these included links to take away food

Featuring on takeaway leaflets

“the more you see, the more you

want to have them right now!! it is

nice to know that they match the

food with pepsi!!”

Pepsi, Takeaway leaflet, fairly positive,

slightly more likely to choose

“seeing all the choices lying

next to the drinks, you really

wanted to pick up your phone

and order them right now!!”

Pepsi, Takeaway leaflet, fairly

positive, slightly more likely to

choose

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On Trade Learnings

Coca-Cola dominating but Free Refills and link with food work

for Pepsi

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Source: Current Brand Experience (text data)

n = number of people

535 Wave 1; 460 Wave 2; 547 Wave 3; 420 Wave 4; 546 Wave 5

9%

6%

4%5%

6%

11%

9%

10%

12%

9%

10%

6%

5%

6%8%

0%

5%

10%

15%

Wave 1 Wave 2 Wave 3 Wave 4 Wave 5

Pepsi

Coca-Cola

Pepsi & Pepsi Max

Coca-Cola consistently Reaches more people

through On Trade over each Wave

Average Reach Per Week – across waves

On Trade

Avera

ge R

each p

er

Week (

%)

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Coca-Cola experiences are of higher quality

than Pepsi

Friends drinking coca cola from glasses

with the logo clearly marked

Eye catching beer mat made me want

a coke

Went out after eating my

lunch at work for a quick

beer and noticed a coca

cola poster in the bar

Through branding...

And a strong presence at POP...

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However in Wave 2 Pepsi outperforms Coca-Cola

through On Trade experiences

Source: Current Brand Experience (text data)

n = number of texts

Total Wave 1 Wave 2 Wave 3 Wave 4 Wave 5

Pepsi 169 55 29 25 25 35

Coca Cola 307 66 48 69 69 55

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I went to a restaurant and there was an offer on

Pepsi free refills there was a huge poster on the

wall advertising this

Pepsi, In pub/bar/restaurant, Prominent display of the fizzy drink,

Very positive, much more likely to choose

Source: Current Brand Experience (Text data) Wave 2

n=29 comments for Pepsi, In Pub/Bar/Restaurant

Free refills help drive the quality of experiences.

Prominent displays make it more efficient

Wordle For Wave 2 On Trade Comments

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Binary regression model;

Positive change in image / Negative or no change.

Solid black line = Significant

PASSIVETOUCHPOINTS

Base (n) = 2506 (5 waves)

Model 3: On-trade and TV drive closeness to Pepsi

ACTIVE TOUCHPOINTS

Improvement in

closeness

to the brand

between t0 and t1

Radio; Sponsorship;

Poster/billboard; Cinema;

Newspaper; Magazine;

Mailing leaflet;

Someone else drinking

Online; Conversation;

Vending machine; In-store;

Me purchasing/drinking

Pub/bar/restaurant (0.21)

TV (0.16)

+

+

TV and On Trade drive closeness to Pepsi

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The TV is primarily through the KFC ads as Pepsi was not

on air

Wave 1: Current brand experience

“Again, I saw the Kentucky Fried

Chicken BBQ offer on TV( Channel

5) during a programme ad break

which featured Pepsi Cola as

part of the deal.”

“I was watching a recording of American

idol (itv2) which I taped on sky+. this

advert came up a few times and I noticed

the Pepsi in the KFC advert. this

actually made me thirsty.”