In order to succeed in the NEW normal, the insights industry need to embrace an innovative approach beyond CX: Experience Driven Marketing. ESOMAR is keen to understand how this works and why it is so relevant right now!Experience Driven Marketing will help you uncover new, unexploited touchpoints to activate and minimize the negative ones, to fuel brand growth. ESOMAR joins forces with MESH Experience, the leading Agency in this field, and the giant AMAZON, to explore this.This spotlight event features:1. A pragmatic main frame to understand Experience Driven Marketing and beyond2. The presentation of the International Business Excellence GOLD Award 2020! (a case study between MESH Experience and LATAM Airlines)3. An outstanding presentation by AMAZON India4. A round table to answers all the burning questions surrounding CXBy attending this session you will explore the principles of Experience Driven Marketing including:- Take responsibility for every brand touchpoint - even those you don't control.- Measure Share of Experience (SOE), not Share of Voice (SOV).- Emotion matters and if content is king, context is queen. Use it!- How to Monetize NPS in a tool that transformed investment decisions resulting in increased revenue and churn reduction- Lessons from and innovation first UX project by Amazon India later rolled out worldwide!
In medieval times people sought a universal elixir. They failed, just as modern insighters fail if we proselytise one approach is âthe futureâ. We search for truth through data â but history tells us there is no universal solution.Rather, we believe research, tech, insight entrepreneurs and intrapreneurs should join forces to unlock new truths and create a stronger ecosystem - where each collaborates to create a whole that is greater than the sum of its parts.
In medieval times people sought a universal elixir. They failed, just as modern insighters fail if we proselytise one approach is the future. We search for truth through data but history tells us there is no universal solution.Rather, we believe research, tech, insight entrepreneurs and intrapreneurs should join forces to unlock new truths and create a stronger ecosystem - where each collaborates to create a whole that is greater than the sum of its parts.
This presentation answers a key client question: what is the right Marketing Metric?
This presentation answers a key client question: what is the right Marketing Metric?
As economies like Brazil emerge, a seismic shift is taking place in the marketing budgets of global brands, out of developed markets and into those rapidly increasing in wealth and influence. What does this mean for market research? The opportunities, issues and practicalities of conducting research in Latin America are explored, using interviews with clients and agencies from the region as well as showcasing the proprietary work Pepsico and MESH are jointly conducting on Gatorade. Listen, debate and form your own views about how to capitalise on the exciting opportunities presented by Latin America and other emerging markets!
This case study charts the intense and creative journey followed since December 2010 when MESH Planning was awarded British Sky Broadcasting's Brand and Content campaign evaluation tracking. It includes the rapid development of processes, technology, teams and people but, most importantly, tackles the issue of delivering insight that impacts on decision-making. Both parties believe passionately that research must impact on decision-making and deliver a return on investment and wanted to prove this. However, the journey together has taken us far beyond the numbers.
This joint case study will be relevant to any marketer or researcher interested in how to increase research value through more creative engagement of participants whilst simultaneously reducing research costs. The presentation provides a new vision for integrated research programmes and demonstrates how, in a time of economic difficulties, more ingenious approaches will be developed that positively change the relationship between the client, agency and participant.
Until recently, different elements of a campaign were evaluated in completely different ways. Advertising tracking measured TV, exit interviewers were employed to accost people as they left the store to evaluate point of sale, response rates were used for direct marketing, and more recently, we've seen sophisticated programs to pick up buzz on the web. A few years ago there was no common measure we could use across every single brand touchpoint. Of course, that's changed now. TROI is just one of a number of holistic approaches. It's real-time research that captures moments of truth. It collects thousands of experiences and can pick up every way people come into contact with a brand in one approach. But that's old news! We saw early case studies at WM3 in 2007. So what's new? Once you have a common metric it opens up lots of other opportunities to focus on a particular channel but still tie that channel's performance into the total touchpoint picture for the brand. This presentation will take Sony Bravia as a case study. Sony runs award winning TV advertising and the brand has extremely high consideration levels. However, to realise their ambitious business ambitions they identified an opportunity to improve their ratio of consideration to purchase. But how could they do that? Was it something that could be improved in the in-store environment? Were assistants advocating Sony as well as they should be? Was the in-store messaging doing its job? What else could be done? By building additional modules into the classic TROI touchpoint approach, such as recruiting expert shoppers and running 'live events' in an online forum, Iris and MESH discovered a completely different picture, opening up new opportunities for Sony.
Any marketer grappling with the complexities of understanding how a multi-media campaign is performing and looking for new insights to drive campaign planning will find this paper of relevance. Researchers will see the power that this type of new holistic approach can bring to them in delivering a rich understanding of how consumers interact with multiple brand touchpoints, together with ROI measures designed to drive the business.