developing tools for real time brand ... - insight...
TRANSCRIPT
© TNS
Developing Tools for Real Time Brand Management
Twitter and TNS Partnership
© TNS
© TNS
The Marketing Revolution(s)…
Always On, Adaptive
CampaignsPopularity of Content Marketing
Real-time Management
Linked to Outcomes
IncreasingUse of AI in Driving
CampaignsFocus to Owned
and Earned Media
Brands Defined by Consumers
Not Marketers
Fragmentation of (addressable)
Media
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So what do we need to keep up…?
Full range of opinions, unfiltered
“Real-time” Sensitive to events
Predictive Cost efficient
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Twitter: The most critical source of live feedback
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Twitter: The most critical source of live feedback
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TNS and Twitter: Bringing real-time insight for brands from modeling of Twitter data
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We diagnosethe impact of paid, owned and earned attention
We create a leading indicator of movements in brand health and sales
We understandhow consumer perceptions change in reaction to what they see
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Case Study: UK Beer
9Brands Modeled
9Months
284,386Tweets
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Brand A’s equity successfully modeled 8 weeks in advance
Start of 8-week holdout period
R2: 93%MAPE: 0.3%
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Key theme drivers of equity movement
Brand Character Sponsorship
Perception of Refreshment Price
Availability Heritage
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On Premise Off Premise
Twitter-based equity can help model sales
R2: 99%MAPE: 0.5%
R2: 99%MAPE: 1.4%
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Where do we see this playing a role in real-timebrand management?
Focus on Key Target Groups
Directed Interest Questions
Deep Dives intoKey Topics
Monitor Strategic Attributes
Brand Tracking
Real-time Brand Management
Predict Brand Health
ContentDiagnostics MMM InputChannel
DiagnosticsCompetitor Activity
Independent or Integrated with Tracking
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Applying model outputs to real-time Twitter data to produce actionable insights for clients
Planning
Targeting Approach
Selection of Sponsorships
& Events
Activation
Influencer Strategy
ContentOptimization
Measurement
Campaign Measurement
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Activation within TwitterHow equity is changing
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Activation within Twitter Understanding the impact of competitive strategies early
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Activation within TwitterKnow what to communicate
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Activation within TwitterKnowing whom to target
Quote from Charlene Li and Josh Bernoff, Authors of ‘Groundswell’