Phil Sutcliffe, UK Board Director, Offer & Innovation, and Sunando Das, Head of Marketing Analytics and Data Science at TNS UK discuss, Programmatic planning before you buy: the key to better attribution and ROI, at the iMedia Data-Fuelled Marketing Summit, London, Feb 2016.
http://www.imediadatasummit.co.uk/
Voice over:
Most programmatic currently based on demographic proxies or online behaviour.
Our approach uses research to identify those disposed to buying more of the brand
Capturing people at the right stage of the funnel – aware, consider, likely to purchase
Creative will differ
Channels will differ
Each require a need for tailoring but for success
its really important that all touchpoints are informed by the brand purpose and meaning
And this isn’t just theory. We measure how well and consistently brands deliver a clear emotive brand personality with what we call the IQ or Irresistibility Quotient. And time after time, we see that those brands that achieve that consistency across touchpoints are more successful.
Sometimes, however, there is a need to add a bit of research discipline as well.
A way that we find very helpful with a number of clients is to apply a personality framework to their brand and use it as a lens to inform all touchpoint activity.
Here we see a brand whose customer service, retail environment and TVC are well aligned with the brand positioning but whose Digital experience is misaligned
An understanding of where a brand is positioned on this framework and the emotive personality that requires can be used to inform all brand execution activities across touchpoints
Audi is a brand that does this well – it delivers a strong emotive promise of competence and precision.
It’s an intelligent brand for those in the know, who care about small details and perfect performance.
None of this linkage is lost across the different environments from showrooms to TV advertising and to the digital world.
A great example of how their digital touchpoints demonstrate this, is the copy on this Instagram post
It reads “When you go 0-60 in 4.2 seconds, people tend to ignore the little design details. Fortunately, our designers didn’t.”
Reference amongst other things the TNS/Xasis Auto segmentation study – 191919
Finding people in states of mind as regards the category which makes them open to marketing activity
Together with targeting the emotional needstates with the most potential.
Reference amongst other things the TNS/Xasis Auto segmentation study – 202020
Finding people in states of mind as regards the category which makes them open to marketing activity
Together with targeting the emotional needstates with the most potential.