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.”