Tag Archives: Coca-Cola

How AT&T Turned Big Data Theory into Reality

By Don Hodson,
AT&T Mobility

Providing wireless service is a complex business.
Most of our 107 million customers interact with the network
hundreds of times a day; they use many different makes and models of devices;
and they interact via thousands of stores, multiple call centers and online
chat. These are just a few of the issues, and they all impact perceptions of
the company.
Surveys capture customer attitudes but respondents cannot always
recall events accurately. So, what’s a director of consumer
insights
to do?
Over the last 18 months, AT&T Mobility has captured
billions of interactions to turn loyal customers into brand advocates.
How? By bridging the gap between the ‘what’ and the
‘why”integrating transactional, demographic and behavioral data with
traditional attitudinal surveys’Market Strategies International has helped AT&T
move big data from theory into reality. Part of our solution has been to use Market
Strategies’ Continuous Improvement Cycle’ (CIC). The CIC is a multi-purpose
tool that allows us to identify loyal’but not advocating’customers and change
their behaviors to become brand advocates.
Join
us at TMRE
to learn how this approach can serve as a model for any
organization:
Traditional Market Research & Big Data
Integration:
A Case Study in
What Works and What Doesn’t
1:45 p.m. on Wednesday,
October 23
Bayou D Meeting
Room

ABOUT THE AUTHOR: Donald Hodson is director of consumer insights
for AT&T
Mobility
. He is responsible for overseeing customer experience research for
one of the world’s largest mobile telecommunications providers. Prior to
working at AT&T, he was a director of market research for Cingular
Wireless, Home Depot and Coca-Cola. He will be co-presenting with Greg Mishkin, a vice
president in the Communications division at Market Strategies International and one
of the company’s subject matter experts for the wireless communications
industry.

Donald Hodson

Greg Mishkin



Who’s winning the culture wars?

Brands are beginning to question whether knowing their consumer is enough. In a world of constant change, being culturally relevant and future-focussed is increasingly important. Culturally-connected brands can be nimble and operate in real time. When your brand is part of culture, not sitting on the surface, you stand a better chance of being noticed and loved.

But how exactly do you connect with something as amorphous as ‘culture’? And how do you know when you’re doing it right?
 For the last four years we’ve been measuring how successfully brands are connecting with the zeitgeist.
We asked 62,950 people in 10 countries in our Cultural Traction’ 2013 Report. We measured each brand’s VIBE ‘ that’s how Visionary, Inspiring, Bold and Exciting they are ‘ to see how well they’re tapping into cultural trends.

The change in a brand’s VIBE over time is its Cultural Traction’. If traction is decreasing, the brand is falling out of step and faces trouble, if it’s increasing the brand has its finger on the right pulse and may be destined for greater things.

In this year’s Top 10 ‘ somewhat unsurprisingly ‘ tech titans Google and Apple dominate.  Google seems more Inspiring and Exciting, Apple more Visionary and Bold. They’re joined by other industry innovators, Samsung, Microsoft and eBay, as well as BMW and Audi. Surprise entries are IKEA and Coca-Cola, proving you don’t have to make machines to join the cultural conversation.

So what makes a winner? At the heart of our top 10 brands is the belief and opportunity to drive the human race forward. Google gives us access to endless potential and innovates constantly. Apple is the original brand to give us access to the future (although its traction has been slowing over the last two years). Ikea opens our minds to possibilities and approaches the future with real optimism and Coke, well they’re all about optimism. It seems that in tricky times we’re looking for direction, vision, confidence and hope.

And the losers? Lurking at the bottom are booze brands who, despite their size, are losing cultural relevance. How we connect with people has fundamentally changed over the last decade, and alcohol brands need to work harder to keep up.  At the bottom are mainly FMCG brands, but Twitter and Yahoo are also languishing, failing to join other tech brands on the podium.

So, what do brands that are out-of-step with culture have in common?

Brands in the bottom 10 encourage us to live life to the full, but exist only in the moment. They want us to have fun, but are without direction ‘ hedonists with nowhere to go after the party. Brands that connect with culture are visionary, opinionated, give direction and create change. Brands in the bottom are fun without substance.

One thing seems certain ‘ brands who ignore the world around them do so at their peril.

ABOUT THE AUTHOR

Izzy Pugh, Cultural Insight Director, Added Value UK. This blog was originally published in Contagious Magazine. You can learn more about Cultural Insights from Added Value’s North American CEO, Maggie Taylor, as she presents ‘Refresh.  Or perish.  Why Cultural Vibrancy Counts’ at The Market Research Event in Nashville October 21-23 

Miss the 2012 Int’l Shopper Insights in Action Event?

The best minds in the industry met in Amsterdam at the 2nd Annual International Shopper Insights in Action Event in 2012 to connect with like-minded peers to share innovative stories, fresh insights and sure-fire successes.

The event was a great build on the inaugural conference of 2011, probing further into best practices surrounding Shopper Insight and Shopper Marketing.

We heard from retailers, suppliers and agencies/consultancies alike who all shared a common theme, which was captured in the opening speech by the Chairmen, Duncan MacConnol from Kantar Retail and Barry Lemmon from TNS Retail & Shopper and their industry survey which said that category management and shopper understanding dominate the agenda of leading suppliers even more so than last year and the biggest barriers to successful shopper programs are integration and funding.

These two themes were reflected throughout the conference speeches, whether it was Magz Fallon from Coca-Cola who delved into the central funding and putting category drivers into the brand planning process to achieve the right focus on shopper, to Anders Fisker Olesen and Camilla Blicher from Arla Foods who reinforced this message with the tale of extraordinary measures they went to, in order to execute their vision for the Cheese Category in Denmark, following extensive consumer & shopper insights into the purchase decision hierarchy which re-framed the way the company thought about the shopping process for cheese. 

Revealing golden nuggets and whistle-stopping actionable insights, our provocative speakers inspired us to take risks, learn from mistakes and be patient until others follow. We captured a clear picture of key shopper differences in the US, Europe and China and the ten commandments of the new shopper manifesto.

We discovered that market share and loyalty are not objectives; rather, they are outcomes of a successful strategy. And finally, the new journey is about being whole-minded from sofa to shelf and winning the moments that matter ‘ really listening to what shoppers and consumers care about and love.

signupbuttonWe proudly present this executive summary from the 2nd Annual International Shopper Insights in Action Event – download it here.

Download The International Shopper Insights in Action 2012 Executive Summary to see the breadth and depth of the content covered. Plus, make sure you are opted in to be alerted when the 5-7 November 2013 program becomes available.

The Insights Event You Cannot Afford to Miss is Only 2 Weeks Away

The Future of Consumer Intelligence is Less Than One Month Away (and we’re right in your backyard!)

Here is what you will miss out on if you don’t register today:

An EXCLUSIVE KEYNOTE from Nate Silver, World Renowned Statistician

Networking with MORE THAN 250 RESEARCH, INSIGHTS, DATABASE & CRM Professionals

LATEST TRENDS including Big Data, Data Visualization, Prediction Science & more

50+ Research & Insights Experts sharing their BEST PRACTICES, TECHNIQUES & LESSONS LEARNED

Full day symposia on NEW & EMERGING TECHNOLOGIES and how they’ll impact your research teams

Virgin Online presents on CREATING ENDURING LOYALTY IN A CONNECTED WORLD

All new focus on RELATIONAL DATABASE STRATEGY – engage, build and deepen your customer relationships for more profitable outcomes

MARKET RESEARCH FOR FINANCIAL SERVICES is back, this time with a focus on game-changing technology

CULTURE TRACKING & HUMAN TECHNOLOGY from Coca-Cola, plus BIG DATA from Rick Smolan, creator Human Face of Big Data

Download the conference brochure for the full agenda.

Together, let’s embrace new opportunities and new ways of thinking about our industry.

We hope to see you in San Francisco.

Predictions: Future of Market Research Uncovered at the Future of Consumer Intelligence

At The Market Research Technology Event last year, Stan Sthanunathan, Vice President, Marketing Strategy & Insights at The Coca-Cola Company revealed his predictions for the market research industry for 2020.

The transformation has already begun, and although it’s only 2013, we’re already beginning to see his predictions come true. Find out how at the Future of Consumer Intelligence.

Stan Sthanunathan’s Predictions Predictions Become Reality in Featured Sessions:
Asking Questions and Getting Answers Will Be Almost History
‘ Big Data: Powerful Predictions through Data Analytics, Nate Silver, FiveThirtyEight.com
‘ Listening to the Mind of the End User, Intel
Mobile Will Be the Primary Way of Collecting Data
‘ Utilizing Mobile Devices to Obtain Timely Customer Feedback on New Products, GM
‘ The Power of Integrating Data from Three Dimensions – Online, Social and Mobile, to Gain a True 360-Degree View of the Consumer, Forrester Research & Arbitron Mobile
Digital Natives: The New Breed of Researchers
‘ Why Should I Love You? Creating Enduring Loyalty in a Connected World, Virgin Online
‘ Social Media Insights: Making Them Real & Measurable, Clorox, Heineken USA & Johnson & Johnson

And more. Download the conference brochure for the full conference program.

Register today to secure your spot and save 15% off the standard rate.

See why now is the time to join us at The Future of Consumer Intelligence

If you’ve considered attending any of our Technology-focused Market Research Events in the past but haven’t been able to make it happen – we want you to know – this is THE year to come try us out.

Now in its third year, the event has evolved into The Future of Consumer Intelligence. Focusing on big data, the integration of advanced analytics, human science and customer strategy, The Future of Consumer Intelligence delivers opportunities to uncover richer insights and translate them into better decisions and more accurate predictions about future behavior.  

NEW for 2013

‘ World Renowned Statistician Nate Silver shares insight into Big Data and Predictive Analytics (and how he accurately predicted the outcome of all 50 states during the 2012 presidential election!)

‘ An agenda that reflects the trends in the research industry – sessions and speakers explore what will happen in the future, not what has already happened

‘ A Full 360 Degree View of Your Consumer. Uncover connections and expose hidden patterns using technology, deeply understand your customers, and engage and deepen your customer relationships for more profitable outcomes

‘ Market Research Technology for Financial Services Symposia sharing insights and best practices for using the mobile wallet, consolidation, leveraging social, consumer intelligence data and more.

Plus, more of what you’ve come to expect from the TMRE brand:

‘ World-Class Speakers from American Family Insurance, Coca Cola, Clorox, General Motors, Heineken, Intel, Johnson & Johnson, MasterCard, Microsoft, Starwood Hotels & more.

‘ Make Meaningful Connections through the Future of Consumer Intelligence ‘matchmaking program’. Our team helps to identify those attendees who share common interests who you will most benefit from meeting.

‘ New & Improved Networking Platform! A year-round virtual community, FOCI Connect allows you too connect with fellow attendees before, during and after the event.

‘ No Commercialism from the Platform. We’ve recruited a Core Planning Team staffed by industry experts to ensure you hear content-driven presentations, not sales pitches.

Download the brochure for the complete conference program. Register today to secure your spot and save 15% off the standard rates.

We hope to see you in San Francisco.

Free Webinar: THE ART OF SHOPPING: HOW WE SHOP & WHY WE BUY

Join Siemon Scamell-Katz, a leading expert in shopper behaviour and David Roth, CEO of The Store – WPP, in a conversation to shed light on consumer and shopper habits and what prompts their behaviour.

Everybody IS a shopper’a fact no company can ignore.

From the result of 20 years of pioneering research, Siemon shares thoughts for using shopper understanding to create strategies for growth in developed and emerging markets. In his new book, The Art of Shopping: How we Shop and Why we Buy, Siemon examines how well we really KNOW the shopper, questions the formalized decision-making process, the role of the retailer and advertiser and gives some thought to the future of retail. In this free webinar, you’ll learn:

‘ How the latest learnings from neuroscience illustrate the realities of decision-making
‘ How consumer and shopper insight can link together to create maximum impact at the point of purchase
‘ What retailing will look like in 2020, particularly how off and online will migrate
‘ The future for brands in that new world
Submit your questions in advance and invite your network to attend.
Hashtag: #WhyWeBuy

Date: Thu, Aug 16, 2012 
Time: 10:00 AM EDT 
Duration: 1 hour 
Host(s): International Shopper Insights in Action 

Presenter Information:
David Roth
David Roth: CEO, The Store – WPP
Europe, Middle East, Africa and Asia 
Siemon Scamell-Katz: One of the world’s leading experts in consumer behaviour. His clients include Coca-Cola, Unilever, SABMiller, Procter & Gamble; Tesco, Asda, and feminine brands such as Neutrogena, Oil of Ulay, and luxury brand Christian Dior.
Siemon Scamell-Katz
In his late twenties, Siemon founded market research agency ID Magasin which he later sold to TNS, part of the WPP Group, and the world’s largest Custom Market Research agency. Today Simeon is Global Consulting Director at TNS Retail and Shopper. Always at the forefront of shopper behaviour analysis, he regularly speaks at international conferences offering cutting-edge insights into consumer habits and needs.
Please visit www.tnsglobal.com for more information.

This complimentary Webinar is an exclusive preview of Siemon Scamell-Katz’ keynote address at the International Shopper Insights in Action Event, taking place on October 24-26, 2012, in Amsterdam, Netherlands. Visit www.ShopperInsightsIntl.com to learn more about the world’s most trusted conference brand for activating research at retail. We hope to see you there!

Free Webinar: THE ART OF SHOPPING: HOW WE SHOP & WHY WE BUY

Join Siemon Scamell-Katz, a leading expert in shopper behaviour and David Roth, CEO of The Store – WPP, in a conversation to shed light on consumer and shopper habits and what prompts their behaviour.

Everybody IS a shopper’a fact no company can ignore.

From the result of 20 years of pioneering research, Siemon shares thoughts for using shopper understanding to create strategies for growth in developed and emerging markets. In his new book, The Art of Shopping: How we Shop and Why we Buy, Siemon examines how well we really KNOW the shopper, questions the formalized decision-making process, the role of the retailer and advertiser and gives some thought to the future of retail. In this free webinar, you’ll learn:

‘ How the latest learnings from neuroscience illustrate the realities of decision-making
‘ How consumer and shopper insight can link together to create maximum impact at the point of purchase
‘ What retailing will look like in 2020, particularly how off and online will migrate
‘ The future for brands in that new world
Submit your questions in advance and invite your network to attend.
Hashtag: #WhyWeBuy

Date: Thu, Aug 16, 2012 
Time: 10:00 AM EDT 
Duration: 1 hour 
Host(s): International Shopper Insights in Action 

Presenter Information:

Facebook puts fizz in Coke

Have you become a Facebook Fan of Coca-Cola? If not, you’re missing out on one of the largest groups in Facebook, only a few members behind President Obama. Interestingly enough, Coke’s rise to Facebook Fan stardom didn’t come from the Marketing Execs at Coke–but from page Dusty Sorg, a Los Angeles-based actor, who maintains it with his friend Michael Jedrzejewski, a writer. According to the FT.com, What spurred the enormous growth remains something of a mystery. There were already more than 200 Coke-related fan pages on Facebook. Michael Donnelly, Coca-Cola‘s group director of worldwide interactive marketing, who had been monitoring the page since October, believes it may have been as simple as a good visual cue. ‘They chose a great image,’ he says. ‘It was a high-resolution picture of a can of cold Coke, and it was just perfect.’

Read the full article on FT.com here.

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