developing tools for real time brand...

Developing Tools

for Real Time

Brand Management

Twitter and Kantar TNS

Partnership

Developing Tools for Real Time Brand Management

Twitter and Kantar TNS Partnership

The Marketing Revolution(s)…

Always On,

Adaptive

Campaigns

Popularity

of Content

Marketing

Real-time

Management

Linked to

Outcomes

Increasing

Use of AI

in Driving

CampaignsFocus to

Owned and

Earned Media

Brands

Defined by

Consumers

Not Marketers

Fragmentation

of

(addressable)

Media

Developing Tools for Real Time Brand Management

Twitter and Kantar TNS Partnership

So what do we need to keep up?

Developing Tools for Real Time Brand Management

Twitter and Kantar TNS Partnership

Full range

of opinions,

unfiltered

“Real-time” Sensitive

to events

Predictive Cost

efficient

Twitter:

The most critical

source of

live feedback

Developing Tools for Real Time Brand Management

Twitter and Kantar TNS Partnership

Developing Tools for Real Time Brand Management

Twitter and Kantar TNS Partnership

Twitter:

The most critical

source of

live feedback

Kantar TNS

and Twitter:

Bringing real-time

insight for brands

from modeling

of Twitter data

Developing Tools for Real Time Brand Management

Twitter and Kantar TNS Partnership

Developing Tools for Real Time Brand Management

Twitter and Kantar TNS Partnership

We diagnosethe impact of paid, owned

and earned attention

We createa leading indicator of movements

in brand health and sales

We understandhow consumer perceptions change

in reaction to what they see

Case study: UK Beer

Developing Tools for Real Time Brand Management

Twitter and Kantar TNS Partnership

9Brands Modeled

9Months

284,386Tweets

Brand A’s equity successfully modeled 8 weeks in advance

Developing Tools for Real Time Brand Management

Twitter and Kantar TNS Partnership

8/1

8/1

3

9/1

8/1

3

10

/18

/13

11

/18

/13

12/1

8/1

3

1/1

8/1

4

2/1

8/1

4

3/1

8/1

4

4/1

8/1

4

5/1

8/1

4

6/1

8/1

4

7/1

8/1

4

8/1

8/1

4

9/1

8/1

4

10

/18

/14

11

/18

/14

12

/18

/14

1/1

8/1

5

2/1

8/1

5

3/1

8/1

5

4/1

8/1

5

5/1

8/1

5

Bra

nd

Eq

uit

y

Observed Brand Equity Predicted Brand Equity

Start of 8-week

holdout period

R2: 93%

MAPE: 0.3%

Key theme drivers of equity movement

Developing Tools for Real Time Brand Management

Twitter and Kantar TNS Partnership

Brand

Character Sponsorship

Perception of

Refreshment Price

Availability Heritage

Twitter-based equity can help model sales

Developing Tools for Real Time Brand Management

Twitter and Kantar TNS Partnership

On Premise Off Premise

8/1

1/2

013

10

/11

/201

3

12

/11

/201

3

2/1

1/2

014

4/1

1/2

014

6/1

1/2

014

8/1

1/2

014

10

/11

/201

4

12

/11

/201

4

2/1

1/2

015

4/1

1/2

015

6/1

1/2

015

Observed Predicted

R2: 99%

MAPE: 0.5%

8/4

/20

13

10

/4/2

013

12

/4/2

013

2/4

/20

14

4/4

/20

14

6/4

/20

14

8/4

/20

14

10

/4/2

014

12

/4/2

014

2/4

/20

15

4/4

/20

15

6/4

/20

15

R2: 99%

MAPE: 1.4%

Where do we see this playing a role in real-time

brand management?

Developing Tools for Real Time Brand Management

Twitter and Kantar TNS Partnership

Focus on Key

Target Groups

Directed Interest

Questions

Deep Dives into

Key Topics

Monitor Strategic

Attributes

Brand Tracking

Real-time Brand Management

Predict

Brand

Health

Content

Diagnostics

MMM

Input

Channel

Diagnostics

Competitor

Activity

Independent

or Integrated

with Tracking

Applying model outputs to real-time Twitter data to

produce actionable insights for clients

Developing Tools for Real Time Brand Management

Twitter and Kantar TNS Partnership

Planning

Targeting

Approach

Selection of

Sponsorships

& Events

Activation

Influencer

Strategy

Content

Optimization

Measurement

Campaign

Measurement

Activation within TwitterHow equity is changing

Developing Tools for Real Time Brand Management

Twitter and Kantar TNS Partnership

Activation within TwitterUnderstanding the impact of competitive strategies early

Developing Tools for Real Time Brand Management

Twitter and Kantar TNS Partnership

Activation within TwitterKnow what to communicate

Developing Tools for Real Time Brand Management

Twitter and Kantar TNS Partnership

Activation within TwitterKnowing who to target

Developing Tools for Real Time Brand Management

Twitter and Kantar TNS Partnership

Developing Tools for Real Time Brand Management

Twitter and Kantar TNS Partnership

“We’re all learning here;

the best listeners will

end up the smartest.”