JoopLoop allows retailers to target consumers via mobile
based on their social network profiles, brand engagement,
and spend at retail brick and mortar
Brand Keys is a research-based consultancy that
specializes in emotional brand engagement and consumer loyalty
metrics. These metrics are proven to be predictive of future
in-market behavior, correlating very highly with
sales and profitability.

Objective
Utilize a mobile app system to collect retail brick-and-mortar
consumer sales transaction data and social media profiles,
and correlate them to specific mobile advertising or promotional
campaigns and real-time brand engagement assessments

Brand Engagement
Brand engagement is the result of any marketing activity, program,
communication or interaction with the brand that results in the
brand being seen to better meet the expectations consumers hold
for their Ideal in the category
Brands that do that have equity, sales, market share, loyalty, and
profitability
Brands that don’t, have problems

Q: How Can Retailers Optimize Insights Regarding
Consumer Outreach and Engagement Via Mobile?
A: Seamlessly integrate valuable research measures into
the app-based process with metrics that can provide marketers with
immediate feedback, both passive and active
Because the engagement experience is both brand and channel-
based, this research re-engineers the traditional retail/promotional
model using mobile technology to create a geo-based, minimal-
barrier social media app

• Mobile’s role in the purchase process for various products and
services
• Value and breath of location-based research
• The ability to real-time assess a program’s facility to create real
brand engagement
Insights
This app yields greater insights about:

• Message/communication effectiveness
• Measures of consumer participation
• GPS/location-based participation levels
• Perception of program value
• Real-time sales
• Identification of shopper social
networking activity
• Levels of viral engagement generated
and viral channels used
• Sales generated virally via social
networking
• Behavioral effects of promotional
options, and
• Insights regarding consumer
engagement for the product on
offer and/or the retail brand making the
offer
Real-Time Insights and Analytics Addressing:

The JoopLoop Process

Social Networth™ Index

Q: Why Include Brand Engagement Assessments?
A: Real engagement metrics correlate highly with consumer
behavior and sales, and real-time assessments allow for immediate
program re-calibration and optimization

Solutions for 600+ Brands in B2B and B2C Categories
Airlines
Allergy Medication (OTC)
Apparel
Athletic Footwear
Automobiles
Banks
Beer
Breakfast Cereal
Car Rental
Casual/Fast Casual
Dining
Coffee
Computers-Laptop
Mutual Funds
Natural Food Stores
Online Brokerage
Online Music
Online Payment
Online Retailers
Online Travel
Packaged Coffee
Pain Reliever (OTC)
Parcel Delivery
Pet Food
Pizza
Printers
Quick-Serve Restaurant
Retail
Search Engines
Smart Phones
Social Networking Sites
Soft Drinks
Streaming Video
Tablets
Tequila
Toothpaste
Vodka
Wireless Phone Service
Cosmetics
Credit Cards
Diapers
E-Readers
FMCG
Flat Screen TV
Gasoline
Headphones
Hotels
Instant Messaging Apps
Insurance
Major League Video
MFB Office Copier
Brand Keys Customer Loyalty
Engagement Index Database

As Part of the Mobile App Access, Consumers Only Need to
Rate Four Category/Brand-Specific Engagement Scales
Brand Engagement Analytics
(test/re-test reliability: 0.93/35 countries/B2B = B2C/r = 0.70-0.91;
+ 5 points required for a significant difference at the 95% level of confidence)

Case Study:
Department Store

Real-Time Brand Engagement Metrics
75%
80%
85%
90%
95%
100%

75%
80%
85%
90%
95%
100%
Department Store Retail Brand Engagement

Can Be Examined Real-Time for Any Segment
18-24
81%
91%
60%
80%
100%
Store Brand Store Brand's
Program
Engagement
85%
92%
60%
80%
100%
Program
Engagement
82%
92%
60%
80%
100%
Program
Engagement
WomenMen

84%
96%
60%
80%
100%
Program
Engagement
Can Be Examined Real-Time for Any Segment
82%
85%
60%
80%
100%
Program
Engagement
Social Networth Index 9.8Social Networth Index 25.7

Loyalty Drivers – Order of Importance
Highest Lowest
155
145
156
140
119
122
117
122
130
112
110
129
90
100
110
120
130
140
150
160
Store Reputation Value Shopping Experience Merchandise Range
Ideal Store Program Engagement
Brand Engagement Diagnostics for
Lower-Engaged SegmentConsumerEngagementLevels
Social Networth 9.8

Allowing for Immediate Real-Time Program
Recalibration

82%
85%
60%
80%
100%
Program
Engagement
82%
91%
60%
80%
100%
Program
Engagement
4:00 PM
Social Networth Index 9.8
2:00 PM
Social Networth Index 9.8
And to Collect New, Real-Time Engagement Effects
TWO
HOURS
LATER…

Engagement Metrics Correlate Highly with
Sales Data
At 81% Engagement At 85% Engagement At 91% Engagement
(Control Store) (Real-Time) (Program Adjusted)
96 102 211
(# of units by Social Networth Index 9.8: Day 1)
300 locations/13 segments: M/W, 3 age groups, 6 Social Networth segments and ↑/↓
sharing, r= 0.72

• Confirms mobile’s greater role in the purchase process and sales
generation
• Verifies value and breath of real-time location-based research
• Verifies mobile’s ability to leverage social networking behavior
à la retail activities
• Validates engagement assessments’ ability to optimize real-time
programs participation and sales
The Mobile Engagement Bottom Line
Brand Keys/JoopLoop Engagement Approach

On site real-time marketing

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