Tag Archives: AMA

DIY Enterprise Research: Smith and Gagnon #AMAresearch #MRX

Welcome to this series of live blogs from the American Marketing Association’s Research & Strategy Summit in Las Vegas. Any errors, omissions, or silly side comments are my own.

AMA market research event

Ryan Smith and Nicole Gagnon

  • We aren’t innovative yet. We’ve just moved the paper online and improved the process a little bit. We haven’t really changed the way we do research yet.
  • Challenges are based around acquisition strategy as opposed to a natural growth strategy.
  • They brought the brand/product/customer studies in house because they know that type of research best. External partners help with usability, beta testing, loyalty, qual, analysis and reporting
  • Problem is shifting from product centric to customer centric.
  • The collected a group of non-researchers from their company to conduct research. The research department wasn’t happy about it. These people then bought into the data and felt ownership of it and following through on it. One team had 34 product ideas out of it.
  • Every customer has a megaphone now. It is scary. You must be plugged in or it is too late.

CEOs Speak: Mike Gettle @TNS, David Krajick @GfK, Marc Litvinoff @ORC, Mary Ann Packo @Millward Brown #AMAresearch #MRX

Welcome to this series of live blogs from the American Marketing Association’s Research & Strategy Summit in Las Vegas. Any errors, omissions, or silly side comments are my own. (I won’t necessarily who says what in this post. Just mentioning main ideas.)

AMA market research event

CEO Panel Discussion:

  • Facilitator: Rene De Coning, Global Strategic Insight Manager,BP Americas
  • Panelists:
    • Mike Gettle, CFO & COO, TNS
    • David Krajicek, Ph.D., CEO, GfK Consumer Experiences North America
    • Marc Litvinoff, President and CEO, ORC International
    • Mary Ann Packo, CEO, Millward Brown North America

How do you handle tension and pressures of quality

  • Tackle tools, technology, and talent. Invest in these three areas. Set up relationships so you know what and when is needed. Often don’t have time to go into detail so invest in relationship so short-hand conversations are possible.
  • Clients don’t care about supplier profitability.  We can get cheaper and faster but we have to invest in technology and team to get there.
  • Upfront time to understand why the research is being conducted is the most important thing. Find solution targeted for that. [darn tootin!]  Trade off for speed isn’t worth it in the end.
  • Move from data gatherer to insight hunter. It may not come from a survey.
  • You can invest in things and make them less expensive over time. Investing in people is not inexpensive. If you skimp on people, everyone suffers.
  • Why is procurement involved in the research process? Decision can not and should not be made purely on cost.
  • “Do you want fries with that” has nothing to do with research. It needs to be “tell us about the food you’re interested in.”
  • By keeping things secret, we grope in the dark looking for the right solution. The more open you are about what you want, the more likely you are to get what you want. Don’t keep ‘proprietary secrets’ when talking to your research team.

How do we make that upfront dialogue better and shorter?

  • “Central Question” – a format of identifying the main question. e.g., change the product colour to blue. What do you think the question is? Who is the stakeholder? What are barriers? What would success look like? [My fave question – what would success look like]
  • We don’t want competitors to hear our competitive advantage at group procurement sessions. Why should I teach my competitor what they don’t know how to do? Invest in an hour dialogue with me and I’ll do a better job at giving you what you need.
  • It always comes down to billable time. A 4 hour prep session is billable time. If you can’t tell us ahead of time what you need, we’ll just have to bill it somewhere. We want to invest the time wisely.

How do we adapt to the changes that clients require?

  • Industry is under dramatic transportation and we are not evolving with the times. Clients want things faster than ever and now they CAN get it faster, sexier. They also want more consultation and advice and strategy than ever before. How do you service around these new factors? Is every company a McKinnsey company?
  • Mix of talent and staffing is changing to reflect this. One person can’t do it all.

Let’s talk big data.

  • Forget big data. Let’s talk the RIGHT data. They are moving to get technology to better handle big data but it still comes down to answering questions properly.
  • Difficult to grasp [I still don’t know why big data is a big deal. Researchers have been dealing with it since transactional data was born.]
  • At some point, you must stop analyzing and start making decisions.
  • How many clients think about their own resevoir of information as their own big dataset? Do you really need another study or can you just go to your resevoir?
  • What’s the pattern in the data that relates to the question you didn’t ask?

Anybody is a researcher today

  • Should we be scared of google and surveymonkey? Do you just need tools or do you need experts. Do you want to live in the house I built because I own a hammer and a saw? You must rely on others when they have expertise that you don’t.
  • All data is not good data.

What keeps you up at night? What are you excited about?

  • The great thing is the pressure of speed, real opportunity to deliver value. The problem is how to balance tech, talent, tools.
  • Biggest challenge is finding and retaining the best talent.
  • Ability to connect learnings is accelerating. We approach each type of research as if the other types of research don’t exist and don’t related to each other. That is changing.

How should we vet research firms?

  • Set the context of business issues, what are your challenges, what keeps you awake at night? What tools/tech/talent do you have to help me? Do they have the talent to respond to your issues?
  • What is your experience solving this business issue? Don’t assume because you knew us 5 years ago is what we will do for you today, we change over time.
  • Just because you don’t collect it doesn’t mean it’s not important data.

Loyalty Marketing: Joshua Kanter, Caesars and Veronica Smiley, SBE #AMAresearch #MRX

Welcome to this series of live blogs from the American Marketing Association’s Research & Strategy Summit in Las Vegas. Any errors, omissions, or silly side comments are my own.

AMA market research event

Joshua Kanter, VP Total Rewards, Caesars Entertainment Veronica Smiley, CMO, SBE Corporation

  • 45 million member customers, 40 properties in 20 cities
  • Imitation is flattering but competitors like to hire away your best talent
  • Their backend databases weren’t all connected together until a short time ago. Means people couldn’t get rewards at multiple places off the one loyalty card.
  • Research showed that value and awareness were highly correlated for three separate programs. How do you improve when you are already the best compared to your competitors? 2/3rds of members say this program was their favourite, much better than for competitors.
  • Figure out who matters most to you. Figure out what matters most to your cusotmers. Deliver that better than your competitors.
  • But they needed to broaden the appeal of the program beyond core gamers, and focus on the entertainment seeker opportunity – golf, cruises, shows, restaurants. It’s not just about the people who gamble. [yup, i won’t be gambling or drinking in Vegas]
  • Why? Higher ceiling and lower visibility. You can only spend so much at a hotel if you get the best room and the best room service but the ceiling is unlimited when you enter the casino. But Caesars offers entertainment, not just a casino.
  • The Loyalty card is agreement where the consumer agrees you can track everything in order for them to get specific rewards [I honestly don’t believe this. That’s what the loyalty companies want to think. Consumers just don’t get that.]
  • Competitors are more focused on slot machines. They don’t have the same infrastructure in terms of analysts.
  • How to engage entertainment seekers. There is entertainment, dining discounts, shopping, exclusive and early access to high profile events.
  • Why didn’t people use the loyalty program? Research said they only come to Vegas once a year, they don’t want another loyalty card, it’s not meaningful to them. They didn’t realize they could use the program in different cities in different ways, not just for gambling.
  • Needed to design a campaign that overcomes barrier of “I’m not a gambler, this isn’t for me.” They put together four surprise concerts at the same time – shows they are big. Four different music experiences – country, rock, hip hop. Went with unbranded teaser campaign so that people wouldn’t dismiss it as “oh, it’s just Caesars gambling.” They needed pop culture celebrities to share the message, not just the brand themselves. Relied on social media for much of this, not just in casino swiping.
  • Did it work? 1.5 billion impressions over 3 months. 25% increase in members. Doubled twitter and facebook followers. Winner of Colloquy Master of Enterprise Loyalty award.
  • Very few programs achieve real loyalty programs as opposed to rewards programs or discount programs.
  • Find out what motivates people – social connectivity, escaping a busy life, etc
  • Engagement depends on how much you understand what matters to people. Challenging for people who’s motivation is unrelated to gambling if you don’t capture non-gambling information. Don’t be a hammer in search of a nail – “Here’s some free gambling chips! Oh great, what do you expect me to do with those?”

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Related articles

Which half of my digital marketing is working: David Rogers #AMAresearch #MRX

Welcome to this series of live blogs from the American Marketing Association’s Research & Strategy Summit in Las Vegas. Any errors, omissions, or silly side comments are my own.

AMA market research event

Dr. David Rogers, Author, “The Network Is Your Customer”; Faculty Director, Digital Marketing Strategy, Columbia University Business School

Link to buy David’s book on Amazon

  • One half of ALL US adults have a smartphone, tablet, or both. Not just online adults. ALL adults.
  • From IR to HOW to WHY
  • John Wanamaker, 19th century department store magnate and father of advertising “Half the money I spend on advertising is wasted. The trouble is I don’t know which half.”
  • Marketing often say they are swimming in data. MR grew up in a world where data was scarce but now information is no longer scarce.  We give off digital data at all places in our lives now.
  • 39% of marketers say they can’t turn their data into actionable insight [this is really sad. i suspect MUCH of that is not due to them not knowing how but rather that they don’t have the time to  do it]
  • Problems
    • 29% say they have too little or no data
    • 39% say data isn’t enough real-time
    • 51% say data isn’t shared enough across the organization
    • 42% say they can’t link data at individual customer level
    • 45% say they aren’t using data to personalize marketing communications [this assumes I WANT personalized communications which I don’t]
  • 37% of marketers make no mention of financial outcomes when they define ROI. ROI= ((Return/Investment) -1) * 100. Nothing else. [I think I just had a heart attack and it wasn’t due to too much chocolate]
  • 57% of marketers are not using any ROI analysis to plan their budge – people use gut, last years budget.
  • Marketers are looking for a silver bullet [yup, been there, done that, it don’t exist].
  • Marketers want a universal cross-platform model for measuring spend and ROI. Dream. On.
  • There is infatuation with the word engagement. Is it the answer to every question? Is engagement ad viewership? Number of likes? Wearing a Harley Davidson jacket and getting a tattoo across your forehead?
  • How do you compare facebook fans to twitter shares? Can you? What about youtube and downloads and comments. Which piece is more valuable to your brand? Which half is working….
  • Agile marketing model. Agility is an essential skill for marketers and researchers. Keep changing tool kit, adapt metrics.
  • Step 1. Start with objectives in mind. Seems trivial but it is not! What do you want to move the needle on. Objectives do NOT start with technology. Brand building? Customer service? Sales? Social responsibility? Lead generation? Once you know your objectives, the problem of being overwhelmed by the data is no longer overwhelming.
  • Step 2. Develop metrics. Four kinds.
    • Audience metrics. Who did I reach. Fans, followers, page views, unique visitors.
    • Channel engagement metrics. Likes, visits, retweets, youtube views, votes cast, time spent on site, click throughs. Must keep metrics separate to the channel. Retweets to twitter. Likes to facebook. Channel specific metrics are more common in digital.
    • Universal engagement metric. Change in relationship with customers. Sentiment, state of mind, brand awareness, purchase intent, customer satisfaction, net promoter score, word of mouth, lead generation. Works for new and old channels.
    • Financial metrics. Revenue, market share, customer acquisition, customer retention  ROI.[These are really the only ones that matter! No money = no audience metrics, no engagement metrics…]
  • How do these four interact? You need to build your own model. [I smell regression!]

Deutsch: Spaghetti mit Sahnsauße

  • The marketing funnel from decades ago has holes but the stages still happen, and now there is an advocacy state to add above the loyalty stage. Advocacy impacts awareness and each stage of the decision making process. [I still think the purchase funnel should be the purchase spaghetti, not the purchase funnel]
  • Awareness can be affected by poor SEO, broken links to pages no longer there. Fix it!
  • Consideration is shaped by Amazon, what they decide to show consumers. Partner with amazon.
  • Preference is affected when people see a coupon on the screen. Promote 3rd party reviews.
  • Action is affected by etail + retail. Look online, buy offline. Have contests to create advocacy.
  • Number of tweets is NOT a KPI. You can only do that if you’re twitter. Audience metrics are not a KPI unless you are NBC.
  • VISA’s KPI is share of wallet vs cash. If you’re traveling, how much cash do you really need when Visa is “accepted everywhere.”
  • 7 habits of agile marketing modelers?
    1. Make it everyone’s job, not the department of big metrics.
    2. Be iterative. Don’t wait for the annual/quarterly survey.
    3. Be skeptical. Don’t accept just any metric.
    4. Be data-driven. Not just hunches and feels good. ‘The highest paid person’s opinion”
    5. Be customer centric. Don’t lose yourself in the data. Understand the qualitative experience.
    6. Be imperfect. Don’t wait for perfection. You will never have the perfect model. It is the enemy of the good.
    7. Be decision driven. Never measure just for the sake of measuring. If it doesn’t influence decisions, then you are wasting your time.

Related Articles

Media Consumption from the 2012 London Olympics: Wurtzel from NBC, and Fulgoni from comScore #AMAresearch #MRX

Welcome to this series of live blogs from the American Marketing Association’s Research & Strategy Summit in Las Vegas. Any errors, omissions, or silly side comments are my own.

AMA market research event

Alan Wurtzel, President, Research and Media Development, NBC Universal
Gian Fulgoni, Co-Founder and Chairman, comScore

Great presentation, lots of data, lots of charts. Need more like this! 🙂

The Billion dollar research lab

  • Help us understand characteristics of multi-method platforms and what will be required in years to come
  • New electronic devices drive fragmentation in consumers media consumption
  • Averages hours in a month watching TV – 154 hours; Average hours in a month online – 35 hours. Barely more than 1 year ago. Surveys will give you completely different numbers. Online might say same as TV and that’s just not correct. Passive measurement gives you the accuracy.
  • Online/video just don’t compete with hours spent watching TV
  • Over 110 million people own a smartphone in the US. wow.
  • In 3 years, we’ve got 45 million people with a tablet device.
  • PC access to online content has declined and mobile access is increasing.
  • Broadcast cable still has top advertising dollars, but internet is next, followed by newspapers, magazines, out of home, video games, cinema
  • Internet growth rate is the highest, broadcast is growing, but magazines, radio and newspaper ad growth is in decline [sorry newspaper but you always get my hands dirty!]
  • [Alan just confessed he’s a research geek. 🙂 ]
  • NBC does ethnographic research, in home. [We get to watch videos of people describing their opinions of the Olympics]
  • People expect handheld devices with updates, people want high quality videos on their phone, people want to watch individual athletes. Everything these people asked for actually came to being [so he didn’t need to do his massive research project afterall]
  • 217 million viewers and 11% was consumed not at home and therefore wasn’t measured. 8 million app downloads. 2 billion page views. 82 million digital viewers.
  • 835 hours of TV which is 35 days (but the Olympics are only 17 days). 3500 live hours of video.
  • 73% of people stayed up later than normal. 53% made plans around the ability to watch the Olympics. 46% followed the olympics during their breaks at work. 46% delayed household chores to watch the olympics.
  • Alternative screens are additive – it is not a zero sum game. i.e., you have twitter and tv and youtube on your screen at the same time.
  • 7 big insights
  1. TV is still king.  89% of olympic content was consumed off TV. People want the TV because it’s bigger and louder and clear, and you can watch with your friends.
  2. More screens = more use. Media begets media.  No cannibalization. 4 hours TV only, 8 hours 4 devices. 98% of all revenue comes from television.
  3. Rise of the SimViewer, the new normal. A simultaneous viewer. Watching Olympics on TV AND on another screen, not Olympics on one screen and Big Bang Theory on the other screen. There is no difference in age on this variable though it skews slightly male.
  4. Mobile & Tablets. Tablets did not exist for the Vancouver Olympics.  Mobile is mainstream now, not just young kids. Mobile spikes during afternoon because work computers have blocks on them. Mobile also spikes in the home during prime time due to SimView. Older folks are more likely to be following on tablets, likely because the screen is larger and it’s easier to read.  People use mobile to research what they’re watching on TV.
  5. First Social Olympics. Amplifies awareness. Promotes use among young consumers. This did not mainstream. Remained a young skew. 99% of all social TV buzz in evening was olympic related. 2.4 million people joined in the social TV conversation. 28% engaged before an event happened. 68% engaged after an event. SM can prolong the life of an event.  Most tweets were tiny with little substantive content “go gabby!”. A diver who landed on his back was a purely viral event as it was never broad cast
  6. Streaming. Enhanced amount of time spend watching prime time TV. Only 9% did it and 33% had never done that before. People want to live stream and then watch on TV in primetime. Women’s soccer and Women’s soccer were livestreamed the most. These two delivered more streams than all of Vancouver combined.
  7. Power of the Olympics as a sales and marketing platform. Brand recall was 70% higher, message recall was 90% higher. Week two commercials did better than week 1 commercials [perhaps because the casual viewers got bored of the olympics during the first week]. Brand searches correlate highly with online searches. [watching these consumer opinions really makes me think that asking people about branding changes how they experience marketing]
  8. Cross platform: The Holy Grail. “Watch TV the way God intended” – All in one long viewing. [cute] TV hasn’t changed much among past Olympics. Mobile increased 300%. VOID increased 80%. Consumption of Olympic exposure increased 11%  [Yup, 8. I think #4 was used twice. But we’ll forgive. 🙂 ]
  • 493 days to the next olympics 🙂
  • Sample sizes of 5000 just don’t cut it anymore if you want real granularity.

And here you go…. the famous back landing dive.

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Yay me! David K. Hardin Memorial Award Winner #MRX

When David Hardin died in 1994 after a courageous battle with cancer, his friends, colleagues and family created an endowment in his name through the AMAF to honor his many contributions to the field of marketing.  This award recognizes the best article or paper, based on innovativeness of the research, its usefulness and applicability for other researchers, and the potential societal or economic benefits or implications of the research, published in Marketing Research in a given year.

This year, I am the recipient of the David K. Hardin Memorial Award for my article entitled “The Promises and Pitfalls of SMR“, published 9/6/2011.

Abstract: Social media research holds a great deal of promise for those who can tap into its tremendous potential. As this article points out, it is likely to succeed in areas such as tracking research, campaign research, usage and attitude research, and segmentation research. Like any new methodology, however, SMR it has its share of perils and disappointments. Despite some unresolved issues with data reliability and quality, the science of SMR seems destined to prevail. 

This is one time where I have to admit, I’m truly honoured. .

I’d like to start by thanking my mom and my dad for making this possible. 🙂

But I really need to give credit to the wonderful behind the scenes team at Conversition, the folks who have no public persona, and without whom I’d having nothing to write about. Our fabulous programmers are top notch in quality and creativity, always building more and better than we ask for. Our data analysts are smart, quick, thorough and as the days go by, they are starting to teach me more than I have taught them. Thank you team for creating great data that lets me write great articles.

And thank you to the AMAF. You really like me!

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