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[R]evolution of data: quantifying emotion.Keren Phillips Strategy Director@kerenyp
In this session
1. 2. 3.
Measuring intangible drivers to purchase - the holy grailPlatforms designed to measure emotionMarketing gets Sci Fi
Intangible drivers to purchase
Digital behaviour = accessDigital tools = usefulness
RESEARCH STRATEGY EXECUTION MEASUREMENT
STRATEGYRESEARCHEXECUTIONMEASUREMENT
Access to data+
Customised functionality=
Ability to ascribe $
Quantifying a shift in brand awareness
Find the value relative to a shift in awareness of your brand or product
1. Market size2. Awareness change3. Purchase intent4. Conversion rate5. Unit profit
The brand awareness value equation
The value of brand awareness = (market size) x (awareness change) x (purchase intent) x (sales conversion) x (unit profit)
Integrate the requirements for measurement into the fabric of
each activity
Review platforms designed to record emotional reaction
REVIEWS SALES
BOOKINGREVIEWS SALES
Quantifying review value
Find the value of a specific category or type of review on Trip Advisor
1. Market size2. Category size3. Booking percentage4. Unit profit
The review value equation
The value of a specific review type = (total market size) x (category percentage) x (booking percentage) x (unit profit)
Marketing Sci Fi
Accuracy in reporting
Relevancy is king - in business or marketing
[R]evolution of data: quantifying emotion.Keren Phillips Strategy Director@kerenyp