el futuro del tracking - insight innovation · 2015-04-30 · 3.14 x axis 6.65 base margin 5.95 top...
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El futuro del tracking …un caso de Destrucción Creativa
@TNS_Mexico @JuanMarioRoman
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Lo mismo pasa con los trackings
Poca relación con resultados de negocio Menor
tasa de respuesta
Encuestas Largas
Poco
accionables
Métricas planas
Resultados lejos de
tiempo real
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El ambiente para las marcas está complicado
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Menos barreras de entrada
Presión sobre precios
Consumidores Empoderados
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Todo esto en un contexto económico poco alentador
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Es tiempo de un poco de Destrucción Creativa!
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Estamos viendo nuevos modelos de negocio entre las marcas para adaptarse a este nuevo ambiente
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“You need a telescope and a microscope to be a truly agile, relevant company” - Kevin Sneader, APAC Chairman McKinsey
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¿Cómo le hacemos para dejar de ver por el espejo retrovisor?
…y empezar a ver hacia adelante?
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02 01 05 07 10 11
Necesitamos algo que nos permita anticipar los cambios en el comportamiento de los consumidores
Lead time to get the jump on competition
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10 10
12 08 09 06 06
Survey responses amongst mass market measure your brand health to be “10”
09
The results of your survey based tracker tell you your brand health was “10” three weeks ago
04 03 03 02 03
Modelled data from engaged ‘leading indicator’ group indicates your brand health will be “10” in X weeks
04
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Nueva arquitectura del Tracking
1. Un eje predictivo
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Eje Predictivo
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NO se trata solo de Social Media Listening
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Nueva arquitectura del Tracking
2. Una encuesta más corta
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Eje Predictivo
Encuesta corta
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Preguntar Escuchar
+
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Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug
1.7 1.8 1.9 2.0 2.1 2.2 2.3 2.4
4.0 5.0 6.0 7.0 8.0 9.0
10.0 11.0 12.0 13.0
Actual Predicted
Brand health
Los datos modelados funcionan!
Automotive Brand
CPG – Short Purchase Cycle
Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct
2012 2013
2012 2013
10
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Medición en el momento
Nueva arquitectura del Tracking
3. Estar más cerca del momento
Eje Predictivo
Encuesta corta
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Cómo estar más cerca del momento nos ayuda a tener mayor precisión.
1 17.6 10.6 14.0
2 7.1 9.1 9.2
3 34.6 30.0 45.9
4 3.8 24.2 0.1
5 1.7 2.5 2.1
6 7.0 9.5 10.7
7 1.2 2.8 0.9
8 1.6 2.4 1.3
9 0.7 1.8 0.5
10 24.7 7.1 15.4
Total 100 100 100
Industry share
Traditional survey
Mobile diary
Brands
What used in the past <time>? How much/how often/etc.?
‘In the moment’ record
Traditional Survey
0.49
Mobile Survey 0.88
R2
20
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Y encontrar oportunidades basadas en la ocasión.
Sit
uat
ion
al e
qu
ity
8
7
6
5
4
3
2
1
0
Daypart
6am -
9am
9am -
12pm
12pm -
2pm
2pm -
3pm
3pm -
5pm
5pm -
7pm
7pm -
9pm
9pm -
11pm
After
11pm
Opportunity At risk
Situational equity Market share
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Medición en el momento
Nueva arquitectura del Tracking
4. Deep Dives
Eje Predictivo
Encuesta corta
Deep Dives
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Deep dives para obtener respuestas puntuales
Ability to look at particular cohorts or audiences and understand their opinions specifically
! …
Campaign evaluation - who are you reaching and what is the impact?
New product launches - get an early read on market reactions.
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Medición en el momento
Esto es el futuro del tracking
Eje Predictivo
Encuesta corta
Deep Dives
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Juan Mario Roman [email protected]
B&C TNS México
@TNS_Mexico @JuanMarioRoman