We Love Data

Plouffey is our hero

BEHIND BRITISH PERFORMANCE
 Doubled the size of the brand with less
investment over time
Fig 1 - We Have Doubled the Size of the Brand Whilst Investing Less in
Marketing 2004-2007

400% 30%

ATL & Promotions as a % of Sales

350%
25%
Sales Value as a % of 2000

300%

20%
250%

200% 15%

150%
10%

100%

5%
50%

0% 0%
2000 2001 2002 2003 2004 2005 2006 2007

Sales as %2000 ATL as %sales Promotion as %sales

Where data? TNS /
Neilsen/IRI

Client Database
Tracking

Bespoke
Desktop Quant
Tools

Econometrics
Weekly / monthly
sales

Web Analytics

Google
Reports to city
Aren’t we all about method?
Brilliant planners zig zag

Qual

Quant

Qual
The Eon Example

Plough through Why is all this stuff RWStreet

regulator’s reports so blokey? Who does energy?

Adult Panel Touchpoints

Who does energy? When bills paid?

The Family Energy

People
 The Holy Trinity
Opinion

Qualitative Data Interrogation

Research
The future of planning at
MediaCom
Knowledge

Ethnography Business Science

Strategic Planning
+
Activation

Agility
 Example 1: No stone unturned to
sell our strategy to a sceptical
client

A brand that’s Guardian Guide survey to add

about social sharing A hunch about
weight
social gaming

Method to Games industry data to Combining TGI, Caviar.

deliver quantify
Example 2: Skoda – the
importance of WOM
People talk more about Skoda
(and not as positively as they do about the
competition)
 A Fusion of TGI/NCBS confirms this
Owners/buyers Prospects

Talked to a few family and friends* i114 i113

Friends/family recommendation i193 i169

I know a (small) amount* i100 i114

Already had good knowledge i119 i94

Owners are more likely to ‘know their stuff’

Manufacturer’s website i109 i139

Web independent reviews i160 i196
General web i142 i216
Newspaper advertising i101 i119

Prospects seek out more information that Skoda buyers

Source –
*Car category TGI/NCBS
Example 3: Mars Food
segmentation

-Penetration
-Headroom
-Switch
-Basket
-Trends
Know Where
Example 4:You
EFDStand
– Establishing the
job for comms
 Example 5: Helping clients make
sense of their own data
Top 10 Drivers of Brand Preference (all brands)
Understands its customers needs
A brand you can trust
0.25 Always first with innovative ideas and products
A brand that will be popular in the future
Stands out from other brands
Cares about its customers
Makes products that feel good in your hand
0.2 Has beautifully styled products
Makes phones you are happy to be seen with
Honest

0.15

0.1

0.05

0
Q1 '07 Q2 '07 Q3 '07 Q4 '07 Q1 '08 Q2 '08

Source: On-Track
The conclusion was that showing
and demonstrating the sexiest
Nokia phones was required
Nokia’s highest-scoring attributes
n=222 n=12
Nokia Loyalists Returners 4
83
• Makes products that are • Makes products that are

Brand Preference
77

easy to use easy to use

• Makes reliable products • A brand you can trust 60

• A brand you can trust • Makes reliable products

45
39

Nokia’s lowest-scoring attributes

n=14
3 Defectors Other-Brands 0
• Has the latest features
and functionality
• Stands out from other
brands
• Stylish and sophisticated
Source: Synovate
n=43
• Stands out from other
1 to 6 7 8 9 10
brands
• A socially and Handset Satisfaction (1-10 scale)
environmentally responsible
company
• Makes phones you are
happy to be seen with
Source: Bus Science
Example 6: Remington & data
generated insights
Brand insight

Consumer insight
But there is a lot more that we
need to get our heads around in
this area
Reversing back to source
Did they do some groups?
Nope they used customer data
And did loads more stuff with
it
So we got to the hypothesis of
Polo Woman
Enter binns
Next steps
• Q+As
– Millward Brown
– TNS

• The Binns Sessions

– Data workshops

• Open to us to add…………..

• We Love Data progress check