Next Generation Marketing Insights: Project Learning

A superior approach to solving
Marketing and Insight challenges
Consumer Insights
using Social Media
Conversations
Part 2: Project Learning
Next-Generation Marketing Insights

Copyright 2013 Next-Generation Marketing Insights
Confidential & Proprietary; All Intellectual Property Rights Reserved
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10/6/2013
We Leverage Social Media to Analyze Marketing Events
• Independent industry studies have shown SEI™ as a powerful explanatory
variable:
• Our approach provides a robust measurement of consumer’s reactions to
promotion campaigns.
• Our analysis delves deeper, identifying:
• Consumer references to the underlying theme of a promotion.
• Consumer reactions to promo participation (“I love the way it tastes...”).
• Emergent themes amongst consumers, such as nutritional concerns.
• We present a holistic analysis
• SEI Strength
• GRP Effectiveness (an efficiency measure)
• Consumer likes and dislikes
• Overall quality of consumer impressions
• We identify key values of non-Media marketing events.
• We guide tactical consumer communications.
• We help manage your brand’s consumer activity as the campaign unfolds.
• We de-mystify how different fan segments open new opportunities.

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We Deliver Consumer Insights
That Guide Key Business Decisions
Key Areas
Product Innovation
Discover new ideas from thought leader conversations
Uncover consumer generated product ideas and improvements
Advertising & Communications
See how consumers connect to specific campaigns
Quickly measure impact between campaigns and mediums
Segmentation and Targeting
Identify the most passionate consumers
Learn what grabs their attention
Promotion and In-Market Executions
Improve your promotions by measuring what is memorable
Generate cross-promotional opportunities
Brand Health
Where are the problems and opportunities
Learn what motivates your consumers
Our extensive Marketing experience enables us to work across industries
in applying our innovative consumer insights. We deliver quick and cost
effective solutions by unlocking what consumers are really saying.

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Our Consumer Insight Solutions Drive ROI
Fair
Weather
Followers
Loyal Fan
Strong Fan
Core Fan
Uncover motivational drivers by segment
•Identify the differences by key consumer segment
•Uncover the optimal actions for targeting each group
5075100125150
Jan Mar May Jul Sep Nov Jan Mar May Jul
Intensity Index
Determine the impact of ad campaigns
Measure the value of sponsorship programs
51%
19%
15%
15%
Distribution of Weighted SEI
NASCAR
Stadium
Name
Hockey
Tennis
3.3
4.3
4.0
5.9
Relative SEI
Use Dashboards to Monitor KPIs & Trends

Wrong Market View
Non-Engaged Consumer
Comments (~79% of total) that are
most frequent
…which is why many have
misinterpreted the market, leading
to false results.
NGMI Methodology Filters out the
Non-Engaged elements
Form and Function
Technical/Non-Emotional
Screen Content
Music-
Centric
iPhone Mac iPod
Price (high)
iPad
Ebooks/eReade
r
Kindle
Hardware/Apps
PC
Correct View
Highly Engaged Consumer
Innovation should focus on
offerings within Apple Culture &
Product Set, with applications and
content leveraging that
culture, recognizing high brand
loyalty.
Analyzing Wrong Conversations Led to Many Failed iPad Competitors
Our Correct Consumer Research Showed iPad Was Not About Hardware & Content…
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Custom Analytics Report

iPad example illustrates the concepts and themes of social media conversations, and reflect the composite learning
from multiple analytical techniques.
…For iPad, The Apple Culture Itself Was The Dominant
Influencer
Most
Important
Least
Important
Apple Culture
(Positive Halo)
Hardware/Apps
(Technical / non-emotional)
Content:
Music Centric
iPad iPhone
Screen
Mac & iPod
Kindle/eReaders
Ebooks
Hardware/Apps
PC
Content
Price
Engaged iPad conversations showed that only
choices within Apple were considered
Non-Apple choices were not an
option
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Brands comments and likes build over time can be compared and used
as a base for campaign analysis for tactical management.
50
75
100
125
150
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul
Intensity Index
We Provide You With The Tools To Manage Your Brand’s
Consumer Activity As A Campaign Unfolds
Facebook Base Report

* GRP Effectiveness Index - Relative ability of a campaign to generate consumer response
** - Unfavorable + Favorable ++ Very Favorable +++ Most Favorable
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We Go Further by Holistically Capturing Consumer
Response to Advertiser Messaging
Innovative metrics provide a platform for campaign comparisons across
messages and insightful eWOM diagnostics driving the numbers.
0
0.1
0.2
0.3
0.4
0.5
0.6
0.7
0
20
40
60
80
100
120
140
1 2 3 4 5 6 7 8 9 10 11 12
NETSEI™
GRP
First Quarter 2013 Campaign Analyses
GRP & Net SEI™
Grandma’s Pies Free Parking? Love My Dog
GRP

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We rank and score key sections and events on the Facebook Timeline. This
provides a view of marketing events as measured by your brand’s Facebook
activity. Below, the top events that generated the greatest buzz, likes and
intensity:
1. Fall Trends: Fuzzy and Bright
2. Bold Purple
Facebook Timeline Tactical Evaluation Report
And We Extend to Tactical Consumer
Communications
Facebook Base Report

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We Help You Uncover Opportunities By
Consumer Segment
Fair Weather
Followers
Loyal Fan
Strong Fan
Core Fan
TV, Radio, Phone
Apps, Merchandise
Select Game
Subscriptions, Mer
chandise
Season
Tickets, Luxury
Boxes, High End
Club, School, Organ
ization Nights
For sports marketing,
• What matters to fans and how is that changing.
• What is important in driving their engagement.
• Uncover concerns before they become problems.
Identify the differences by key fan groups and pinpoint
potential actions targeting each group.

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• Our rigorous methodology creates
performance metrics comparable
across time
periods, brands, categories, chann
els and special events.
• The Rainbow event created a
strong surge in volume weighted
engagement that was more
positive than normal, and
supported a successful flavor.
• However, the consumer
conversation effects were not
lasting, which was reinforced by
our qualitative analysis that other
promotions had stronger
consumer resonance for the
brand.
For a Half-Priced Rainbow Blends promotion:
We Measure Promotional Impact with Advanced Metrics
Rainbow Blends

Going Beyond Sales
We Measure the True Promotion Experience
Not all social media comments are equally impactful, so
we created a more predictive measure:
Engagement Weighting Volume
In a recent International Flavors Campaign, Chocolate
had the strongest surge in Engagement Weighting
Volume vs. baseline.
 Promotion Event: Consumer references to the promotion
events and the specifics, i.e., time, date, place, etc.
 Product Experience: Captures customers’ reaction to the
event, product, e.g.: taste. Vanilla discussions were around
the product quality experience, rather than just “what was the
deal”.
 Emergent Themes: Chocolate raised customers’
nutritional concerns that surround diet and weight gain.
We uniquely measure consumers’ shared promotion
experience to evaluate and improve promotion design.
Successful brands’ equity is reinforced through promotions that deliver memorable consumer
experiences that transcend price, so we go further . . .
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Monitor and Manage Brand Reputation
• What are consumer’s perceptions of High Fructose Corn Syrup?
• How do these perceptions impact my product and Marketing strategies?

We Let You Measure The Value Of Sponsorship Programs
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10/6/2013
NASCAR Sponsorship
Yielded High Return
• Disproportionate share of social
media comments
• High positive SEI™ ratio
• Large share of comments relating
to season-long, sponsored cars.
Recommended Actions:
Refresh Media Themes
• NASCAR has seen a softening of Intensity
• More opportunities to create excitement
Hockey and Tennis are Growth Opportunities
• Take a page from NASCAR….
• Increase cross-promotional tie-ins
+
51% 19%
15%
15%
Volume Wtg Engagement by Venue
NASCAR
Stadium Name
Hockey
Tennis
3.3
4.3
4.0
5.9
SEI™ Ratio
We uniquely employ our metrics to measure and track media campaigns,
events & promotions; here we measured a clients Sports Sponsorships.
Note: Data changed to preserve client confidentiality
- +

HOTEL VARIABLES STRUCTURE
We mined travelers online reviews, which showed that
Pillows, Amenities, & Front Desk are the key drivers.
Hotel Chain Example
Drivers of Customer Delight & Bookings
CONCIERGE
FRONT DESK
STAFF
MANAGER
HOUSEKEEPING
VALET PARKING
GYM
LOBBY
POOL
PARKING
GROUNDS
FACILITY
OTHER
VALUE
FOODPERSONNEL
ROOM
COST
PRICE
BATHROOM
BED (PILLOW)
ELECTRONICS
AMENITIES
LINEN
FURNITURE
CONDITION
RESTAURANT
BAR
BREAKFAST
ROOM
SERVICE
LOCATION
SPECIAL
EVENTS
NGMI Insight Engine is an unobtrusive window
into the guests’ hotel experience.
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Hotel Strength & Performance Grid
Highlights Opportunities
Personnel represents a major detractor of the guest experience indicating
a prioritized opportunity to improve their positioning among travelers.
3.5
3.0
2.5
2.0
1.5
1.0
RelativeStrength
FACILITY
OTHER
PERSONNEL
-40 -30 -20 -10 0 10 20 30 40
Momentum
Box size represents SEI variable importance
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Key Driver Variable Finding Implication Hotel Action
BED Basic Business hotels
show Pillow quality as
differentiator
Top quality pillows,
when better than
expected, drive delight
Upgrading pillows is a
modest investment that
is noticed
AMENITIES Unusual amenities in the
bathroom and turn down
service is frequently
mentioned
Distinctive items left in
room, like premium
chocolate, drive
passionate comments
Another small
investment that is
making a difference in
tourist destination
locations
STAFF Front Desk interactions that
are not helpful are the
largest source of hotels
losing in rank
Failing to respond at
the front desk quickly
loses business
A more systematic
tracking and coaching
program for Front Desk
Staff
Strategically the success factors make a surprising difference in
hotels’ competitive performance
o Quantitative measures that pinpoint guest delights and disappointments.
o Track guest experiences among competitors
o Prioritize training and investment opportunities by lift in revenues.
o Which advertising and branding are most noticed and memorable.
o Determine guest “equity” by property.
Hotel: Turning Insights To Actions
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10/6/2013

Hotel: Learning From Guests
Winning Prosperities & Themes
NGMI Hotel Metrics Ranking & Change – By Area
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10/6/2013

Sample Clients

Who We Are
Contact us at: (201) 497-0048
www.nextgenmi.com
What sets us apart? We are best in class and widely published in translating
linguistics into practical applications. Partners have a wide and deep experience
working for and consulting with leading companies including: Coca-Cola, Home
Depot, Anheuser-Busch, Kraft, Gallo, Unilever, Kellogg, P&G, and across
industries.
PEYTON
MASON, Ph.D.
Helped pioneer
stance-shift analysis
and has extensive
market research
experience.
SCOTT
WALKER, MBA
Leading role in
transforming
consumer and quant
data into actionable
insights and decisions
across large and small
FMCG companies.
JOHN
CROTTS, Ph.D.
Fulbright Traveling US
Scholar, Professor of
Hospitality and
Tourism Mgt at College
of Charleston.
Widely recognized in
hospitality research
and consulting.
BOYD
DAVIS, Ph.D.
Bonnie E. Cone
Professor of
Teaching, Professor
of Applied
Linguistics/English.
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10/6/2013

Next Generation Marketing Insights: Project Learning

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