1. 1. APresenta*onfrom BigData 22February2013 Online Anthropology, A New Approach To Advocacy Management AllcopyrightownedbyTheFuturePlaceandthepresentersofthematerial Formoreinforma:onaboutNewMReventsvisitNewMR.org DavidRabjohns MOTIVEQUESTLLC
2. 2. David Rabjohns, MotiveQuest, USA Big Data, 22 February 2013 NewMR Big Data Event February 22nd 2013
3. 3. David Rabjohns, MotiveQuest, USA Big Data, 22 February 2013 MOTIVEQUEST IS A NEXT GENERATION RESEARCH COMPANY Applying the techniques of research to big social data
4. 4. David Rabjohns, MotiveQuest, USA Big Data, 22 February 2013 OUR CLIENTS ARE LOOKING TO SOLVE BUSINESS CHALLENGES We help them using the disciplines of market research applied to big data. CELLULAR FINANCIAL AUTOMOTIVE RETAIL/CONSUMER PHARMACEUTICAL TECHNOLOGY FOOD/DRINK PACKAGED GOODS Gold Award In New Research Category 2009 Jay Chiat Planning Awards Gold Award for Measurement 2011 WOMMA WOMMY Awards Silver Award In Consumer Electronics 2012 David Ogilvy Awards
5. 5. David Rabjohns, MotiveQuest, USA Big Data, 22 February 2013 BREADTH METHODOLOGY ORGANIZATION ACCURACY ASSOCIATIONS CLUSTERS TRENDS CORRELATIONS MOTIVATIONS COHORTS BETTERSAMPLEDATA+SMARTERSOFTWARE+EXPERTSTRATEGISTS BALANCEOFLOGIC& INTUITION PATTERNRECOGNITION CREATIVEEXPERIMENT DESIGN PERSISTENCE& STUBBORNNESS OUR APPROACH Custom collected data, unique tools, and expert strategists who turn data into insights
6. 6. David Rabjohns, MotiveQuest, USA Big Data, 22 February 2013 Activating Advocacy
7. 7. David Rabjohns, MotiveQuest, USA Big Data, 22 February 2013 IN THE NEW WORLD BRAND ADVOCACY IS THE KEY METRIC Our approach helps identify it, measure it and understand it SalesMarketing Problems
8. 8. David Rabjohns, MotiveQuest, USA Big Data, 22 February 2013 In 2009 Sprint was losing customers at a quicker rate than AT&T and Verizon and gaining less
9. 9. David Rabjohns, MotiveQuest, USA Big Data, 22 February 2013 Unique methodology
10. 10. David Rabjohns, MotiveQuest, USA Big Data, 22 February 2013 Models and features where the biggest reason to leave CARRIER SWITCHING TOPICS SENTIMENT MATRIX: 6/1/2008 5/31/2009
11. 11. David Rabjohns, MotiveQuest, USA Big Data, 22 February 2013 Service was the biggest reason to stay Advocatepassion
12. 12. David Rabjohns, MotiveQuest, USA Big Data, 22 February 2013 Date: 1/19/2009 Subject: G1 love I was swooning over an iphone a few months back and its siren song almost seduced me. but I have been loyal to Tmobile and they have treated me well[and] didnt want to desert them for AT&T. So I held off and waited for them to release the G1 and I have to say, I am so happy I didNot as flashy as the iphone, but just as cool. Source: http://www.howardforums.com
13. 13. David Rabjohns, MotiveQuest, USA Big Data, 22 February 2013 Sprint was disadvantaged in all three
14. 14. David Rabjohns, MotiveQuest, USA Big Data, 22 February 2013 Sprint had less immediate control on the reasons to switch Less carrier control Switching Better models Better features Better coverage Reasons discussed for switching
15. 15. David Rabjohns, MotiveQuest, USA Big Data, 22 February 2013 So we focused on the key reason to stay Less carrier control Focus area Switching Better models Better features Better coverage Reasons discussed for switching Staying Good customer service Good coverage Good models Brand advocacy
16. 16. David Rabjohns, MotiveQuest, USA Big Data, 22 February 2013 AUTOMOTIVE TELCO RETAIL FINANCIAL TRAVEL AUTO
17. 17. David Rabjohns, MotiveQuest, USA Big Data, 22 February 2013 Service satisfaction drivers
18. 18. David Rabjohns, MotiveQuest, USA Big Data, 22 February 2013 The solution went far beyond communications
19. 19. David Rabjohns, MotiveQuest, USA Big Data, 22 February 2013 Savedornewusers: 2.31m1 Av.Revenueperuser $582 IncrementalRevenue $133.98m
20. 20. David Rabjohns, MotiveQuest, USA Big Data, 22 February 2013 Source: Sprint Customer Service, 2/1/2010 - 9/30/2010 TRACKING: After the initial engagement we track progress every quarter. -23.1% 15.0% 24.6% 19.0% 25.1% 112.7% -27.2%
21. 21. David Rabjohns, MotiveQuest, USA Big Data, 22 February 2013 Q&A RayPoynter VisionCri:calUniversity DavidRabjohns Mo:veQuest
22. 22. David Rabjohns, MotiveQuest, USA Big Data, 22 February 2013 David Rabjohns CEO, MotiveQuest drabjohns@motivequest.com Twitter: #motivequest Blog: http://www.motivequest.com/blog/ Slideshare: http://www.slideshare.net/motivequest Facebook: http://www.facebook.com/MotiveQuest