Our journey to better understand the impact of advertising dollars on sales beyond the short run. Operating on a hunch, we ventured to harness the wealth of customer perception data and the best of existing statistical models at Microsoft to deliver measurement of advertising's long-term impact. The value this exercise would deliver to the business, however, was unprecedented.
In Brazil, there is more than one smartphone per inhabitant and through these devices technology has become part of daily routines, meeting the population's expectations to stay connected at all times and anywhere. In view of that, Croma has developed Mobile Trend: a valuable tool that, through a continuous tracking panel, investigates users' habits and behaviours, carrier attractiveness, device evaluation and purchase decision attributes, as well as drivers delivered as a decision ranking tree, in order to aid and orient mobile segment enterprises in their portfolio construction. This is supported by recent and relevant information that leads to the understanding of the Brazilian consumer's preferences, behaviour and trends. In a nutshell, Mobile Trend is a panel that enables fundamental decision- making based on a consumer-centric approach. The questionnaire was designed to focus on the habits of users. The goal of the research is not only to monitor the ownership of a particular brand or model, but also the solutions to needs users are seeking when choosing the devices they have. At first, the online questionnaire was applied to analyze the declared general habits and for the next waves, the real accesses will be measured in order to allow for a better detailing of the usage. The behavioural and geolocation learnings are being analyzed and will be shown at 2019 ESOMAR Congress.
Consumer Mood came up in a context of regional economic crisis, seeking to provide Coca-Cola with local sensitivity without losing sight of its international status. Taking care of the rest of these aforementioned points was not part of the design, but a need we faced during the development of the project. We opened the behind the scenes of the context methodology we used in Coca-Cola South Latin America (Argentina, Bolivia, Chile, Paraguay, Peru? and Uruguay), the good moves and the setbacks in its implementation, to add to the debate the true meaning of operating in real time. We understand that this concern is not only part of our agenda, but of the agendas of many other companies as well.
Consumer Mood came up in a context of regional economic crisis, seeking to provide Coca-Cola with local sensitivity without losing sight of its international status. Taking care of the rest of these aforementioned points was not part of the design, but a need we faced during the development of the project. We opened the behind the scenes of the context methodology we used in Coca-Cola South Latin America (Argentina, Bolivia, Chile, Paraguay, Peru? and Uruguay), the good moves and the setbacks in its implementation, to add to the debate the true meaning of operating in real time. We understand that this concern is not only part of our agenda, but of the agendas of many other companies as well.
The Consumer Decision Journey is one of the most researched areas in the marketing community. However, it's still a challenge for many companies to transform insights obtained through this model into actions that deliver revenues. To truly leverage the power of consumer data and turn it into impactful marketing results, we have developed a framework to bridge data on what consumers are seeing, thinking, experiencing and doing to offer a total view of the consumer journey. Based on the framework, we have also built an analytical engine that takes in current and historical data of hundreds of brands in Asia. Through this engine, we can track and monitor how well brands are converting consumers through the value chain and rapidly identify and size (in dollar terms) the opportunities for revenue growth and what brands must do to unlock them.
The Consumer Decision Journey is one of the most researched areas in the marketing community. However, it's still a challenge for many companies to transform insights obtained through this model into actions that deliver revenues. To truly leverage the power of consumer data and turn it into impactful marketing results, we have developed a framework to bridge data on what consumers are seeing, thinking, experiencing and doing to offer a total view of the consumer journey. Based on the framework, we have also built an analytical engine that takes in current and historical data of hundreds of brands in Asia. Through this engine, we can track and monitor how well brands are converting consumers through the value chain and rapidly identify and size (in dollar terms) the opportunities for revenue growth and what brands must do to unlock them.
Despite the efforts of global organisations, governments and companies in controlling illicit trade, the phenomenon continues to be a latent threat for the global economy. According to the World Economic Forum, the global value of illicit trade and transnational activities is estimated at between 8% and 15% of global GDP, potentially reaching as high as US$12 trillion in 2014. Each year, an increasing number of goods and brands are affected by illicit trade. To help the business community understand and define strategies to deal with the growing threat posed by the illicit trade, Euromonitor International has conducted extensive research on this topic. With this paper, we aim to draw attention to a global issue and describe the main winners and losers of the illicit trade.
ESIKA, the leading brand in DS (Direct Selling) in several countries in LA and the largest of Belcorp´s brands, has been facing a more aggressive competitive environment in the past two years due to: 1) a proliferation of beauty brands in DS, and 2) the fast expansion of Retail in LA with a better shopping experience. In this context, Belcorp needs ESIKA to win amongst their consumers through a differentiated and relevant value proposition, and a more enticing buying and user experience. Research companies offered partial solutions to monitor performance of each of the catalog roles, but never as a whole. INVERA established the goal of developing a methodology to achieve this integrated vision requested by Belcorp: to understand how an entire catalog worked from the more functional-rational side to the more emotional side with visibility and emotional indicators. From this challenge, Detector was developed to help Belcorp monitor key variables which provide a holistic understanding of the catalog performance.
The authors provide a case study that gives an inside view of the evolution, set up and implementation of an on line continuous customer experience monitor. This paper examines the process, the challenges and key learnings resulting from this experience. It addresses how to maximise value from it, and how it sits alongside more traditional market research techniques.