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Using Attitudinal Analytics to Drive

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Using Attitudinal Analytics to Drive Editorial Insights and Advertising Dollars

Presented by ForeSee Results

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Eric FeinbergIndustry DirectorContent, Media & Entertainment

734-327-3850

[email protected]

JJ CramerRegional Director

US Northeast

734-327-3825

[email protected]

The Importance of Attitudinal Analytics

14%

16%

18%

20% • Perception gap

– Hard to see when you’re in the business day in and day out

– Impossible to see everything

• Customer experience matters

– Editorial stance, site


0%

2%

4%

6%

8%

10%

12%

Intent to purchase Actually purchased

– Editorial stance, site performance, content, etc. have impact

• Get in their head

– Easy to say, difficult to do

Intend to Engage Engage

Satisfied online visitors…are 62% more likely to Subscribe


* Source:ForeSee Results Top 100 Index &News & Information Benchmark

Your visitors rule from everywhere

– Perception matters.

– Experience matters.

– Cross-channel experience matters.


– Cross-channel experience matters.

The Web Measurement Ecosystem


Eric T. Peterson

Web Analytics Demystified

ForeSee Results

Apply science & technology to the measurement & analysis of

Founded in 2001

• Privately held

• Financially stable with positive cash flow since 2005

+ editorial and ad sales

+ audience engagement+ customer satisfaction


• Financially stable with positive cash flow since 2005

• Growth in every quarter

Heritage of innovation and scientific rigor

Patented technology

• American Customer Satisfaction Index

• University of Michigan

ForeSee Results

Our Content, Media & Entertainment practice drives:

Engagement & Satisfaction

• Measure the Tangible/Utilitarian and Intangible/Hedonic experience

• Engagement is a psychological

Reach & Frequency

• Increase likelihood to return and recommend


• Engagement is a psychological construct, not just behavioral

Loyalty & Brand Affinity

• Capture Emotional & Experiential metrics to drive consideration, usage and loyalty

• Identify cross-channel dynamics between web, mobile, print, broadcast and social media

MultiChannel Knowledge

Some of the Companies We Measure


ForeSee Results Helps You

• Apply science and technology to continuous voice of customer measurement

• Measure satisfaction and drivers of satisfaction and impact on future behaviors

• Identify success and #fail points for editorial, research and advertising sales groups


• Profile audience, personas and intents of your visitors

• Diagnose strengths, weaknesses, and opportunities

• Predict impact of change on satisfaction and behavior; prioritize improvements ROI

• Provide actionable insights

• Compare against peers, competitors, best-in-class, yourself over time

Why Measure Satisfaction?


• People will go where they are most satisfied and engaged

• Traditional metrics don’t measure total marketing attribution

• You can’t manage what you don’t measure

#1 Measurement of Customer Satisfaction

American Customer Satisfaction Index

• Leading National Economic Indicator of Consumer Spending

• Founded at the University of Michigan in 1994, published quarterly

• Measures almost half of the U.S. economy: 45 industries, 200+ organizations

• Advanced methodology: Quantifiably measures & links satisfaction to financial performance


Methodology Matters: Measure Satisfaction as Reliably as M-B Test Measures Personality


Myers-Briggs Personality Test

• Configurable model brings scientific methodology to your unique business

• Applies to any industry or channel, especially content and media

Applying the American Customer Satisfaction Index

Retail

HealthcareBusiness-to-Business

Associations / Nonprofits Government

Support


Media / Content / Entertainment Telecom / Utilities

Travel / Hospitality

Healthcare

Consumer Packaged Goods

Business-to-Business

Financial Services / Insurance

Website Mobile Social Media

In Store Call Center Email

Support

Pharmaceuticals

Cause-and-Effect MethodologyMedia / Content / Entertainment

Look and Feel

Editorial Stance

Video

Interactivity

ACSI ModelQuestions

Reach New(Recommend)

Frequency(Return)

Loyalty(Use as Primary Resource)


Interactivity

Content

Search

(Use as Primary Resource)

Use Advertising(Ad Effectiveness)

Subscribe

Cause-and-Effect MethodologyMedia / Content / Entertainment

Look and Feel

Editorial Stance

Video

Interactivity

ACSI ModelQuestions


Frequency(Return)



Interactivity

Content

Search

Social MediaContent Revenue and

MonetizationBrand

iPad MobileUse Other Channels

(Marketing Attribution)

Open-Ended Engagement Competitor

CustomQuestions



Subscribe

• Analyze elements in aggregate and by segment

• Discover where to focus improvement efforts based on their impact on future behaviors

Frequent visitors: More than once per week Infrequent visitors: Less than once every two months

Content

Identify and Prioritize ImprovementsMedia / Content / Entertainment


Look and Feel

Interactivity

Video

Content

EditorialStance

Video

Look and Feel

EditorialStance

Interactivity

Cause-and-Effect Modeling


Web

Look and Feel

Editorial Stance

Video

Interactivity

ACSI ModelQuestions


Frequency(Return)



Interactivity

Content

Search



Subscribe

Mobile

Content

Functionality

Look and Feel

Navigation

ACSI ModelQuestions

Recommend

Return

Use Advertising


Navigation

Tasks and Transactions

Mobile Performance

Use Advertising

Go to Web

Print

ACSI ModelQuestions

Recommend

Primary Source

ContinueSubscription

Price

Design

Editorial Stance

Interesting Content


Subscription

Start Subscription

Interesting Content

Go to Website

Email

ACSI ModelQuestions

Call Phone Support

CommunicateExperience

Recommend

Accessibility

Knowledge

Professionalism

Resolution


Recommend

Return

Resolution

Response Speed

Go to Website

Across and Between Channels

PrintSubscriber


TV

• Talking About and Sharing Experience

• Utilitarian Experience

• Makes Me Smarter Experience

• Community Connection Experience

• Credible and Safe Experience

• Timeout Experience

• Visual Imagery Experience

• Regular Part of My Day Experience

• Overload, Too Much Experience

• Ad Interference Experience

Across and Between Channels

PrintSubscriber


TV

Mobile

CS Mobile

Website

CS SiteManager

Cross-Channel

CS MultiMedia

Where

To Start?

ForeSee Results: CS Mobile

3 Primary Types of Triggering Events

1.Times Application has been launched since download

– Ensures that the customer has accessed the application enough times to have a reasonable understanding of the app

2.Days since the application was first installed and used

– Ensures that the time frame has been


– Ensures that the time frame has been long enough for the user to have experienced anything that may have a calendar based effect or cycle

3.Significant Events used

– This is the most flexible option and essentially allows us to work with the client to define a series of activities, key interactions or behaviors that happen within a session, in total across multiple sessions or at a given point of use as the trigger event

Available for iOS (iPad, iPhone) and Droid, Windows Mobile in development

The Right Survey, the Right Person, the Right Time

Configurable survey and continuous data collection

Model, custom, and open-ended questions

Integration with behavioral data

• Customer Passed Parameters to connect with clickstream (time on site/ engagement metrics)

• Internal sources (CRM, Financial)


• Internal sources (CRM, Financial)

Flexible deployment options

• Lifecycles & Sites (On Exit)

• Events & Functions (On Action)Ex. search, feedback, braeakingnews or editorial focus

• Offline (Subscriber Study, competitive analysis with panel)

• Multiple intertwined surveys plotting customer migration

Insightful Reporting & Analysis

Online Portal Access

Slice and dice data, perform “what-if” analysis, and analyze open-ended comments

Satisfaction Performance Reports

Receive scheduled reports at aggregate and segment levels


Benchmarks

Compare performance against leading websites and your own site over time

Satisfaction Insight Review

Satisfaction Research Analysts present findings from in-depth analysis and actionable insights

Usability Audit Review

Usability Auditors recommend improvements for the top 10 critical usability violations for high-priority elements/tasks

Innovative Products & Capabilities

CS SessionReplay

• Support recommendations for website

improvements with visual evidence

• Gain intelligence into satisfaction and

usability by studying actual site visits, including

mouse movement and clicks

• Understand how important audience segments

or personas interact with your site


or personas interact with your site

Social Media Value Calculation

• Quantify the value that social media marketing brings to your business’s bottom line

• Link the influence of your social media initiatives to dollars, so you can accurately

determine ROI

True Conversion

• Get more focused insight into improving online conversion

• Calculates the conversion rate of site visitors who intend to engage offline or complete a

key action (ex: signing up for a newsletter)

Case Study: Forbes


Case Study: Forbes

The Challenge: Need Qualitative and Quantitative Measure of Website Traffic to Drive Editorial Knowledge and Ad Sales

–Forbes.com

–RealClearPolitics.com


–Intelligent Investing

–Investopedia.com (before divestiture)

Case Study: Forbes

Continuous Monitoring to Flag Issues

• Early warning system to help identify and troubleshoot operational problems

Credible, third-party audience metrics

• ACSI-based survey methodology carries

Profiles Vary Considerably

• The audiences of the various Forbes.com sites and areas of the sites vary significantly

• Forbes can identify and quantify key differences and opportunities.

• For example, 60% of the visitors


• ACSI-based survey methodology carries the high degree of third-party credibility needed to support advertising sales

• Attitudinal audience information that is both quantitative and qualitative complements clickstream data

• For example, 60% of the visitors to ForbesAuto are first-time visitors looking for a new car

• Good for advertisers

• Good for editorial

Case Study: Whirlpool


The Challenge: Measuring the Value of

Non-Commerce Website

–Whirlpool

–Maytag

–KitchenAid



–KitchenAid

–Jenn-Air

–Gladiator GarageWorks

–Amana

Satisfaction Insight #1: Customers’ Post-Purchase Needs Unmet

• Using the ACSI methodology, we identified underperforming segments

• 1/3 of site visitors’ intent is for post-purchase support, troubleshooting and product registration

• Satisfaction for this key group was 15% lower than the overall

• Tactical improvement to online product information is the answer



Satisfaction Insight #2: Gauging Impact of New Brand Campaign

• What’s the impact of Whirlpool bringing the Maytag repairman out of retirement?

• Maytag.com experienced a 13% increase in satisfaction the month the repairman was reintroduced

• Maytag.com also registered an influx of first-time visitors – a critical group

• Increases in positive “word of mouth” marketing and sales

Satisfaction Insight #3: Online Satisfaction Impacts Loyalty

• Whirlpool understands that loyalty leads to repurchase and recommendation, and has, in concert with ForeSee Results, developed a corporate Loyalty Index

Goal: Increase online sales, pressure competitors

• Strategic guidance to unearth insights

• Upgraded site navigation to help shoppers locate products by sport and gender

• Upgraded photography to digital photographs for increased details

• Added consumer ratings and reviews

Case Study: Under Armour


• Added consumer ratings and reviews

• Mark Kuhns, vice president of e-commerce

• “We implemented aggressively the results of the ForeSee Results customer satisfaction survey, by listening to what consumers were saying about navigation, merchandising, product views and content. For example, shoppers wanted to know what other people felt about our products and how others described the products.”

• 51% online sales increase in 2009

Our Content, Media & Entertainment practice drives:

Engagement & Satisfaction

• Measure the Tangible/Utilitarian and Intangible/Hedonic experience

• Engagement is a psychological

Reach & Frequency

• Increase likelihood to return and recommend

Focus on Content and Media


• Engagement is a psychological construct, not just behavioral

Loyalty & Brand Affinity

• Capture Emotional & Experiential metrics to drive consideration, usage and loyalty

• Identify cross-channel dynamics between web, mobile, print, broadcast and social media

MultiChannel Knowledge

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