#thebigdig - Day 2: Introduction to Data and Intelligence


This week we're in the middle of the Big Dig - delving into the best of insight and evaluation from across the Dentsu Aegis Network. Today, Ashley Neale, Insight Manager at Carat, tells us what Kevin Sugrue, our ?Insight & Evaluation Group Head, had to tell us about data and intelligence.

#TheBigDig Insight
Our clients want 100% proof – they want to know their work is working. That’s where the evaluation team come in.
Carat's newly formed data and analysis team has been formed to look at how brands and competitors are influencing consumers, and how we can learn from this to better structure our campaigns. They believe in happy endings.
They help to understand the how, why and where we can build brand love amongst our consumers. To win awards we need evidence of campaigns’ successes. Or we need to unearth where and why things aren’t working.
Many of the products mentioned below need pilot brands to test them and build up case studies, so if anyone is interested, please come forward.
  • ICE

This was created to help understand WHY we see uplifts in certain KPIs – often in media owner research these aren’t explained (it could be due to seasonality, special promotions, or more often than not ‘likers’ of the brand being more likely to notice their advertising, rather than media spend).

ICE is an econometrics tool that gives rigorous results. It looks at how all touchpoints and influences affect brand perceptions, and ultimately KPIs. ICE unpicks the effects of media on these KPIs, and can even break out results by creative.

  • Brand DNA
Brand DNA allows us to understand what consumers’ perceptions of a brand are. It tries to get to the subconscious reasons why people hold these perceptions. It looks at the importance of each of these perceptions on overall opinions of the brand, and delves into how media can influence these perceptions. It can help with message prioritisation and issue identification.
An extension to Brand DNA will be Market DNA – a more holistic category-level understanding of consumers’ opinions of brands within a total category.
  • TV Response Optimisation
This tool was formerly known as TV spot matching. However, it has become about more than just direct response, and can now look at conversion metrics, app interaction and social media engagement. The team can help to optimise your plan by identifying which day-parts, genres, channels etc. drive campaign KPIs. They will produce relevant recommendations that work within the constraints of the TV plan (e.g. within share deals or reach and frequency objectives).
TVRO can be a nice introduction to modelling for clients that don’t want or need full ecosystem modelling, but need an understanding of their TV campaign. It can also be used for pitches (if data is available). It can be a cost-effective add on to TV plans that will definitely add value. Future tests around TVRO include real-time optimisation, and utilisation of the BARB fusion data to report findings/analyse schedules amongst CCS segments.
  • Creative Ad Evaluation using Eye-Tracking
This is more of a micro-level product – looking at the ad creative, and understanding which parts stand out and drive perceptions of the brand (as opposed to full campaign analysis). It aims to understand what people say and what people look at when seeing an advert.
The methodology uses a webcam to track people’s eye movements, and measures one client ad and one competitor ad. An output is a KPI dashboard to view results.
  • Bought/Owned/Earned Evaluation
This product measures the impact of all BOE media seen in a sector over a two-week to one month period. Consumers keep a mobile diary, recording the different touchpoints they’ve been exposed in a particular category, detailing the media, brand and product they’ve seen, their engagement level with that touchpoint and their purchase intent. This gives a read on our client’s performance vs. competitors. 
  • Polestar 4
Polestar 4 is an updated edition of previous Polestar versions, which is now web-based. It optimises media on profit for clients, and allows users to apply constraints to ensure recommendations from the tool are real-life and actionable. The results are based on the modelling of data extending back up to three years. Polestar is a D2D product, and the team there will run a workshop with clients and planners to help with understanding and application of the output. It is now integrated with CCS, so if brands want to optimise using a channel not previously used, the econometric curves can be approximated using CCS data.

- See more at: http://www.carat.co.uk/blog/080715-thebigdig-introduction-to-data-and-intelligence/#sthash.eioBcPoy.dpuf

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