News You Can Use – Page 192

Measuring Cross-Channel Shoppers Across Platforms

Posted: July 6, 2015

Gian Fulgoni, Co-Founder & Chairman Emeritus at comScore began by noting that, while technology has had a tremendous impact, a negative consequence is that it is being used by people who can’t interpret relevant/usable data. Specifically, he cited the following problem with survey panel data: the cost to run panels has dropped and, as a result, panels are being used in negative ways with major repercussions.

He cited several examples where data has been misinterpreted:

A recent National Retail Federation survey that showed that Thanksgiving sales dropped 11% and that 42% of all buying had occurred online. As a result of this data, retailers’ stock prices dropped. Meanwhile data from the U.S. Department of commerce revealed that only 14% of Thanksgiving commerce was occurring online.
Mary Meeker’s 2015 Internet Trend Report found that, in 2014, people spent 5.0 hours per day online more time than the 4.3 hours they spend watching TV. Meanwhile comScore data reveals that online time is 70% of TV time.
Online surveys actually overstate time spent online by 35% and understate TV by 20%.

According to Gian, there are two main reasons as to why these types of discrepancies occur:

Online survey panelists are heavier-than-average Internet users.
Consumers are poor at recall.

Key takeaways

Be careful when using a survey to ask people to remember what they bought: “If you want to know how much money and time people spend online, don’t ask them”.
It’s good to include passive behavioral panels that don’t require consumer recall and integrate findings with census level data.

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How Data Inspires Creativity

Posted: June 29, 2015

Lynn Power, President, J. Walter Thompson, New York and Eric Weisberg, Executive Creative Director at J. Walter Thompson, New York opened this session with what CMOs are being overwhelmed by: Complexity; Pressure; Reactive; Unprepared; Stretched.

The 1960’s creative process is gone, and the competition between the creative and account functions have been replaced by creative, account, analytics and strategy personnel working together.

Since the definition of creativity has changed; having different points of view in the room becomes even more valuable. Freeks and Geeks have melded to work together, which leads to better results and more fun. (If you are not doing this at your job, you need to leave.) There is a need for “dot connections” in the agencies.

Four J. Walter Thompson case studies served to illustrate the speakers’ point that data inspires creativity:

Zyrtec allergy app with real time info on mobile devices tells consumer what they are allergic to and gives consumers information on treatment. Interactive app has been used for 15 minutes a month, with a 19% lift in purchase and evidence that consumers have changed brands to use Zyrtec.
KitKat meets technology-KitKat Android was the result. The partnership between KitKat and Android required new a creative process. The new product was successful for both KitKat and Android. The simple iconic image, a chocolate Android, launched with tweets and achieved 4.96 billion impressions. This campaign positioned KitKat as “new age.”
Berocca, which is a mental sharpness product, leveraged data by using the fact that attendees at South by Southwest used the hashtag incorrectly. The idea was to associate the corrected hashtag #SXSW with Berocca. The brand achieved 7 million impressions for $5,000.
Healthy Day App was created to help consumers escape colds and flus. Making the professional medical data usable by consumers helps people find out what is trending.

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What is the Value of an Interaction?

Posted: June 29, 2015

John Gibs, VP, Data Science and Analytics at Huge discussed “What is the value of an interaction rather than an impression?” “There is a need to move products from a digital space to real world.” People who feel close to brand feel they have a relationship, but it is the people who are not close to the brand who want the immersive experience (82%). Campaigns are about impressions, which is different from experience, which is about interactions. Brands need to be “user-centric.” User Value Exchange is the value of an interaction as opposed to impressions, which are passive and defined by platform.

John provided examples of cases when brands have moved away from impressions to experiences:

Video on design and development of an interactive store. Not just a visual experience for the consumer.
Wearable technology allows consumers to interact with the retail space. Wearables allow marketers to collect info (ie: Nike Fuel). Fuel Points and Fuel Box respond to a different and deeper relationship between brand and consumers.

How to measure campaigns considering the above insights? The value of a campaign is now in terms of interactions not impressions. However, interactions don’t scale well.

In order to achieve the goal of bringing impressions and interaction closer together, there is a need to move to the next stage, which is “anticipatory marketing.” Anticipatory marketing allows brands to interact with consumers.

Brands need to help users overcome:

Cognitive overload
Paradox of choice
Always on
Tech anxiety
Needy technology
FOMO (fear of missing out)

3 solutions:

Need to simplify interaction
Choice editing
Eliminating need for consumer to make a decision

The purchase funnel is not valid; it is not the way the users want to interact. Brands will begin to anticipate what consumers want (and the consumers will be happy with this arrangement). “The journey is the experience, not a funnel.”

John’s advice for the future:

Need new ROI measures that focus on interactions.
Measurement not dependent on the purchase funnel; need a broader ecosystem.
We all need to become data systems literate-it is how we interact with consumers.
Make something you love.

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From Surviving to Thriving: Redefining success and innovating the architecture of our lives

Posted: June 29, 2015

Arianna Huffington, President and Editor in Chief of the Huffington Media Group, opened her session saying: “It is an amazing time to try and bring together this explosion of data. 90% of data has been created in the last two years.” And yet, there’s still a need for wisdom, intuition, and strength. Arianna spoke about burnout and how we’re losing connection to ourselves. In the second year of Huffington Post’s development, she described her wake-up call. She collapsed in her kitchen from exhaustion and broke her cheekbone: “When I came to in a pool of blood, I had to ask, ‘Is this what success looks like?’” She noted that when people are operating on empty, they’re not going to get their best work done.

Key takeaways:

Leadership is about seeing opportunities that others don’t see. When people are burned out, opportunities are harder to see.
When we are more connected with ourselves, we have our best ideas.
We need to be willing to fail; if you are determined to get it right the first time, it’s unlikely that you’re going to invent original things.
Great research is about always finding the nugget that is significant.

Her advice for the C-Suite: No one lives in the zone all the time. It takes small microscopic steps to get there. When you’re recharged, you’re going to be better at knowing where you need to go. The reason that all our best ideas come to us in the shower is because “Nobody has developed a waterproof cell phone. The minute the Apple watch is waterproof, it’s all over.” We are hyperconnected to our devices and losing some connection to ourselves. Right now we take better care of our smartphones than we do of ourselves.

At Huffington Post, they made the decision “to also put the spotlight on the good things happening—what works, solutions. By putting the spotlight on solutions we can create copycat solutions instead of copycat crimes.” And now other brands are following. “Every brand wants to be about wellness content.”

How did Huffington Post move from becoming necessary to indispensable? People have longing to live the lives they want, to reduce stress in their lives and find greater fulfillment. “We’ve launched 26 sections devoted to that. We even have a section called, ‘What’s Working.’ “We are missing out what is working in the world.”

When asked about how she handled research, she answered, “Great research is about finding the nugget. What are the nuggets that are really significant?” People are looking for engagement, authenticity, sense of humor. The kind of content that people like to share tends to be what inspires them, what works, good news.

Today Huffington Post has 100,000 bloggers. “We’re now going to be investing in technology to bring you millions of bloggers.” The challenge is to find what is actually actionable and what is relevant.

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Increased Consumption of Longer-Form Videos on Mobile Devices

Posted: June 22, 2015

Jack Loechner, writing in the Research Brief From the Center for Media Research, discusses a new survey by the IAB, “Mobile Video Usage: A Global Perspective.

Findings include:

-30% of total respondents watch videos that are 5+ minutes on their phones daily or more frequently.

-Longer programming, such as movies and full-length tv show episodes are also viewed on mobile devices.

-Apps are the preferred method of viewing mobile video.

-Mobile video users are interested in tailored mobile video ads.

-78% of survey respondents would rather have free mobile video supported by ads rather than subscription or pay-on-demand models.

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Tips for Retailers on Increasing Consumer Personalization

Posted: June 22, 2015

This Retailwire article by Martin Mehalchin, Partner, Lenati, summarizes a presentation by Lucinda Duncalfe of Monetate on the “Five Stages of Personalization.”

Level 1-Use A/B testing to develop campaigns that optimize the experiences of the digital consumer.

Level 2-Use targeting via in-session or contextual data or behavior.

Level 3-Leverage first and third-party data to deliver custom experiences to different consumer segments.

Level 4-Provide an integrated customer journey across channels for the multi-device consumer.

Level 5-Auto-optimize personalization based on knowledge of the consumer.

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US Lags in Adoption of Mobile Banking

Posted: June 22, 2015

Findings by comScore reveal that 65% of Americans who own a mobile phone or tablet do not use their mobile device for banking activities.

A survey conducted by comScore in April 2015 reveals the most popular reasons for not using mobile banking services, which include:

42% of surveyed consumers prefer to use their desktop computer.

36% are concerned about security.

22% prefer to visit their local branch or office.

Suggestions are presented by comScore to alleviate consumer concerns and increase the adoption of mobile banking.

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Content Development for B2B Audiences

Posted: June 22, 2015

Ken Bowen, writing for Marketing Sherpa’s blog, discusses the study, “Missing the Mark: Global Content Survey of Brand Marketers and Their B2B audiences.” This survey of 500 global business executives and 500 global marketers focused on content strategy and content marketing. It was conducted by The Economist in association with the market research firm Peppercomm.

Key findings:

-Though marketers are increasing their investment in content, content strategy remains poorly understood organizationally.

-There is a massive disconnect between the content that business executives seek and the content that marketers provide.

-There is an equally large disconnect between the goals of content marketers and the KPIs they use to measure success.

-Content medium is very important to business executives.

Applying the findings of this study will result in more effective B2B content strategy and marketing.

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Millennial Dads Are Very Involved With Their Children

Posted: June 22, 2015

Allison Mooney and Jenny Fernandez, writing for Think With Google, explore the involvement of millennial dads with their children. They discuss a survey conducted by BabyCenter of millennial dads, ages 18 to 34, who are expecting or have a child under six years of age.

Finding include:

-Millennial dads are more involved in the day-to-day of childcare than earlier generations of dads.

-These millennial dads turn to the internet and mobile devices when they have parenting questions on such subjects as baby food, sleeping habits, child development, and baby products.

The need to market to dads as well as moms is outlined in greater detail in this article.

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