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LINK solution for enterprises looking to bridge the data management and insights gap provides a powerful combination of sophisticated data management software and intelligence services, both crucial in today’s data-rich world.
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© 2014 blueocean market intelligence
Bridging the Data Management and Insights Gap: An Introduction to the Link Solution
March 2014 | Proprietary and Confidential
Bringing together best in class intelligence services and cutting edge information management technologies
© 2014 blueocean market intelligence
Introducing the Link system
A unique combination of software and services to create and distribute synthesized insights
360 Discovery Services Link technologies
© 2014 blueocean market intelligence
Link technologies advanced integration and reporting capabilities combined with the 360 approach can now be applied seamlessly within organizations across stakeholders
Social media
Syndicated /Published sources
Clients Internal data
Primary Market Research
Behavioral data
360 insights
Introducing the new Link system
© 2014 blueocean market intelligence
Link technologies advanced integration and reporting capabilities enable the 360 approach to be applied seamlessly within organizations across stakeholders
Link technologies from Cognicient
Monitoring
Reporting
Modeling
ScoringCall Center
Web Social Media
Attitudinal Data
Operational Data
© 2014 blueocean market intelligence
Monitoring
Reporting
Modeling
ScoringCall Center
Web Social Media
Attitudinal Data
Operational Data
© 2014 blueocean market intelligence
Two products, one goal
Link Manager and Link BI work hand in hand…
© 2014 blueocean market intelligence
Modeling
ScoringCall Center
Web Social Media
Attitudinal Data
Operational Data
Link Manager
© 2014 blueocean market intelligence
Introducing the Link Taxonomy
Taxonomy
Gender
Not yet Linked
Overall Opinion
Chocolate Study
Q1 Code Gender
Q2 what city do you live in
Q3 Overall opinion of
Product
Shampoo Study
Q27 What is your Gender
Q28 When did you last visit
Q29 How do you like the
product overall
Toothpaste Study
Q33 Sex
Q34 How many times visited
Q35 Overall opinion of the
product
Linked Linked
Linked Linked
© 2014 blueocean market intelligence
3rd party data in the Link taxonomy
Linked database
Country
Not yet Linked
Overall Opinion
Other data
Country
Sales Volume
Linked
Linked
Linked
Linked
© 2014 blueocean market intelligence
Combination
Project Two
Project One
Project Three
Interrogation Layer
CrosstabsGrid
AnalysisProject
Upload Layer Ex
port
Lay
er
SPSS
SAS
Project One
Project Two
Project Three
Project One
Project Two
Project Three
Portals Reports
AnalysisAdmin
3rd Party Data
3rd Party DataSocial MediaMarket Share Sales Volume
Link DB
© 2014 blueocean market intelligence
Example Link Manager loading study to database
© 2014 blueocean market intelligence
Link BI (Business Intelligence)
Monitoring
Reporting
© 2014 blueocean market intelligence
Example Deliverable300+ Brand tracking studies harmonized reporting system
© 2014 blueocean market intelligence
Example Using 3rd Party data from Nielsen
© 2014 blueocean market intelligence15
Background Approach
Link stores meta data about 2000
brands across different geographies
and business lines including the
market share data from Nielsen.
• Using Link we were able to combine this meta data with brand tracking research
• Calculated a relative equity image describing the share of heart and mind from the survey data
• Also, created a relative market share index from the Nielsen data. • We created visuals for each brand showing opportunities and
weaknesses across the clients brands and markets.
Relative Equity image vs. Relative Market Share
Impact
The client was easily able to spot weaknesses and strengths in their brands by comparing Relative brand image to relative market share across their business lines
© 2014 blueocean market intelligence16
Reminder : The “Relative Equity Index” (REI) helps to simply and quickly assess brand health vs. competitive brands and over time.REI is a multi-dimensional brand equity summary incorporating 4 components of equal weight sourced from the brand health tracker (BHT) study.
Spontaneous Awareness
Is brand forefront on consumer’s mind?
Purchase Consideration
Is brand relevant in considered set?
Imagery
Does brand stand for something?
Recommendation
Are consumers brand advocates?
R E I
2010 REI Scorecard Market A Market B
Client Brand Main Competitor Client Brand Main Competitor
REI 125 105 155 80Unaided Awareness
Purchase Consideration
Imagery
Recommendation
indicates significant increase in score vs. 2009 @ 95% confidence level.indicates significant decrease in score vs. 2009 @ 95% confidence level.
indicates brand scores above 120 index versus competitive set. indicates brand scores below 80 index versus competitive set.indicates brand scores from 81 to 119 .
HOW TO READ - Relative Equity Index (REI) Scorecard
© 2014 blueocean market intelligence17
Arrows indicate movements from 2009 position
Nestlé Brand 2010
Brand Equity Improvement required
and Market Share at Risk
Underexploited Brand Equity and
Share Growth Potential
Strong brand market share and equity
Weak brand market share and equity
Relative Value Market Share (Relative Share of wallet)
(Rel
ativ
e Sh
are
of h
eart
& m
ind)
Country A
Country B
Country A
Country B
Rela
tive
Equi
ty In
dex
(Rel
ative
Sha
re o
f hea
rt &
min
dHOW TO READ - Brand Opportunity, Vulnerability (REI vs. Relative Market Share)
Plot is showing the relationship between REI and relative market share, in order to identify both underexploited brand equities (REI above relative market share) and market share at risk (relative market share above REI).
© 2014 blueocean market intelligence
Monitoring
Reporting
Modeling
ScoringCall Center
Web Social Media
Attitudinal Data
Operational Data
© 2014 blueocean market intelligence
Thank youFor more information:
Ajith SankaranSenior Vice President – Market [email protected]
Mike PageVice President – Clients Services and [email protected]