Developing Tools for Real Time Brand ... - INSIGHT...

© TNS

Developing Tools for Real Time Brand Management

Twitter and TNS Partnership

© TNS

© TNS

The Marketing Revolution(s)…

Always On, Adaptive

CampaignsPopularity of Content Marketing

Real-time Management

Linked to Outcomes

IncreasingUse of AI in Driving

CampaignsFocus to Owned

and Earned Media

Brands Defined by Consumers

Not Marketers

Fragmentation of (addressable)

Media

© TNS

So what do we need to keep up…?

Full range of opinions, unfiltered

“Real-time” Sensitive to events

Predictive Cost efficient

© TNS

Twitter: The most critical source of live feedback

© TNS

Twitter: The most critical source of live feedback

© TNS

TNS and Twitter: Bringing real-time insight for brands from modeling of Twitter data

© TNS

We diagnosethe impact of paid, owned and earned attention

We create a leading indicator of movements in brand health and sales

We understandhow consumer perceptions change in reaction to what they see

© TNS

Case Study: UK Beer

9Brands Modeled

9Months

284,386Tweets

© TNS

Brand A’s equity successfully modeled 8 weeks in advance

Start of 8-week holdout period

R2: 93%MAPE: 0.3%

© TNS

Key theme drivers of equity movement

Brand Character Sponsorship

Perception of Refreshment Price

Availability Heritage

© TNS

On Premise Off Premise

Twitter-based equity can help model sales

R2: 99%MAPE: 0.5%

R2: 99%MAPE: 1.4%

© TNS

Where do we see this playing a role in real-timebrand management?

Focus on Key Target Groups

Directed Interest Questions

Deep Dives intoKey Topics

Monitor Strategic Attributes

Brand Tracking

Real-time Brand Management

Predict Brand Health

ContentDiagnostics MMM InputChannel

DiagnosticsCompetitor Activity

Independent or Integrated with Tracking

© TNS

Applying model outputs to real-time Twitter data to produce actionable insights for clients

Planning

Targeting Approach

Selection of Sponsorships

& Events

Activation

Influencer Strategy

ContentOptimization

Measurement

Campaign Measurement

© TNS

Activation within TwitterHow equity is changing

© TNS

Activation within Twitter Understanding the impact of competitive strategies early

© TNS

Activation within TwitterKnow what to communicate

© TNS

Activation within TwitterKnowing whom to target

Quote from Charlene Li and Josh Bernoff, Authors of ‘Groundswell’