Brand

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EMBRACING THE MODERN CONSUMER DECISION JOURNEY

The emergence of agile micro competitors, the ubiquity of mobile devices and the proliferation of digital media o�ers today's always-on shopper unparalleled access, choice and buying power. Accompanying this reality is a deluge of unconnected and unstructured data, events and records against which the conventional analytics approaches of global brands stand little chance towards revealing the many “whys” surrounding consumer behavior and intent. Instead, the military-proven concepts of signals intelligence can uncover a deeper understanding of the consumer decision journey, as well as the relative opportunities within each critical stage, to drive optimal engagement and consumption.

Signals Analytics (www.signals-analytics.com) transforms the world’s unconnected data into real time actionable insights to enhance customer experience, optimize product launches and propel breakthrough innovations. By utilizing our augmented intelligence and decision science platform, consumer goods executives can stay ahead of always-shifting consumer wants, needs and demands, as well as drive deeper omnichannel engagements and greater brand loyalty to win in today's ultra competitive and increasingly fickle marketplace.

CONSIDER (Initial Consideration)

PART 2

BUY

With brand awareness most critical, are your marketing messages aligned with the latest consumer trends or fads? Are audiences responding favorably to your brand image or are competitors winning the battle? Are your advertising channels truly e�ective and optimized?

A successful path to purchase requires optimized omnichannel experience. Do you understand how to rapidly close the gap between purchasing intent and propensity to buy? Is your customer engagement strategy aligned to specific needs and behaviors?

START

calls this:

IN

FINIT

Y

LOOP

EVALUATEADVOCATE

In the transition from a consumer to a customer, is brand connectivity fully understood? Are they passive or aggressive in sharing feedback? And can unmet and undermet needs be discovered for future product development e�orts?

LOYA

LTY

LOO

P

Anticipating consumer needs and aligning

EXPERI

ENC

E

the brand experience to this is vital

FMOT

First Moment of Truth

Can you discover and understand the impact of third-party reviews, key opinion leaders and digital body language? Do you understand brand preconceptions, relevance and connectivity indicators beyond “likes,” “retweets” and “clicks?”

ZMOT

Zero

Moment of Truth

PART 1

Do you understand the initial “whys” behind consumer experience, sentiment and satisfaction? Are customers sharing their reasons for purchase? Are early impressions positive, neutral or negative? Which digital channels are they most utilizing?

TMO

T

Third Mom

ent of Truth

Second Moment of T

ruth

SMOT

UMOTUltimate Moment of Truth

BOND

With the blending of digital and physical experiences, are you anticipating di�erent interaction points with your brand or product? Are these interactions aligned with and geared towards satisfying consumer needs and adaptable to changes?

With consumers now brand champions, can you ensure they will enter the “Loyalty Loop” – not get lost in the “Infinity Loop” – by determining brand a�nity traits and amplifying them via preferred channels, as well as continuously engaging in consumer centric innovation?