Detecting Signals from the Noise to Engage Consumers During Their Path to Purchase
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The document discusses the challenges faced by global consumer brands in understanding and engaging with empowered consumers in a rapidly evolving market characterized by overwhelming data and real-time decision-making. It highlights the importance of leveraging unstructured data to derive actionable insights that drive customer engagement and improve marketing effectiveness, as demonstrated through case studies of successful strategies. The text emphasizes the necessity for brands to adapt their marketing approaches to better meet hidden consumer needs and preferences.
Detecting Signals from the Noise to Engage Consumers During Their Path to Purchase
- 2. Do you really understand the empowered consumer? customers are interacting with your brand…..without your knowledge consumers are super fickle the consumer decision journey is real-time customer experience is omnichannel the voice of the customer is everywhere digital is the center of gravity personalization is an expectation mobile is the new front door
- 3. In 2016, the world’s top 500 consumer brands spent over $800 billion extending, developing, commercializing and marketing their products Almost 80% of these same companies experienced a decline in market share that year
- 4. Global brands need a faster, more effective and less expensive way to make data-driven marketing decisions
- 5. The ability to analyze data is not growing nearly as fast as the data that needs to be analyzed
- 6. 90% of world's ever-expanding data is noise… …it’s unconnected, unstructured and lacks meaning
- 7. Conventional analytics approaches cannot uncover insights from this noise… Insights that can drive greater marketing performance
- 8. The new standard is tapping into the world’s unstructured and unconnected data… …to drive customer engagement strategies with a higher probability of success quicker…and with less risk
- 9. Signals transforms the world’s noise into real-time actionable intelligence that drives consumer experience Scientific and Academic Research Abstracts, Indexes and Public Records Communities, Networks and Knowledge CentersIntellectual Property Business, Finance, News, Weather and Traffic Digital Libraries and Archives Government, Economic, Health and Census Geospatial, AIDC, Sensors and Wearables Syndicated Data Providers Business Ecosystems Internet of Things Websites, eCommerce Storefronts and Internet Marketplaces Social Media Data Pools, Registries and Directories Public Data Sets, Hubs and Stores Reviews, Comments and Blogs Digital Media and News Feeds Legislation, Statutes, Codes and Legal Proceedings Key Opinion Leaders Data Science Artificial Intelligence Machine Learning Marketing Decisions
- 10. The high-definition consumer path to purchase EVALUATE CONSIDER BUY EXPERIENCE Discover preconceived beliefs and notions about your brand by sensing “voices-of” consumers, KOLs, etc. ADVOCATE Uncover purchasing intent and propensity to buy via social media, reviews and blogs Detect excitement and/or potentially negative noise levels affecting conversion Understand the “whys” of omnichannel customer experience, sentiment and satisfaction levels Monitor potential competitive switching, substitution and alternatives Determine fallout under-met, under-valued or under- addressed needs for future product development Analyze marketing effectiveness and efficiency to determine any need for renovation Consolidate affinity traits/loyalty attributes and amplify via preferred consumption channels BOND
- 11. Product Consumer ChannelOffer Message Noise 1. Detect consumer signals from the noise
- 12. Product Consumer ChannelOffer Message 2. Derive inputs for optimal omnichannel engagement NoiseSignalsInsight
- 13. Product Consumer Channel Offer Message 3. Create unified consumer experiences Loyalty
- 14. Top 3 Consumer Health Company 10 Days To reformulate the marketing strategy of a flagship product based on previously uncovered consumer needs and preference levels; underutilized product features and benefit claims; key opinion leader sentiment and influence; and competitor movements and threats Top 3 Consumer Goods Company $200M Narrowing of a revenue gap with the nearest competitor by overcoming uncovered brand perception, consumer sentiment and loyalty challenges; aligning with previously hidden consumer needs; and pinpointing preferred channels of consumption Top 3 Food & Beverage Company 24% Increase in margin driven by addressing uncovered unmet, under-addressed and hidden consumer needs; minimizing exposed product switching and substitution behaviors; and reprogramming purchasing intent/propensity to buy discoveries Client impact
- 15. A few of our clients
- 16. Powering Intelligence Streams that Drive Consumer Product Success Frank Riva General Manager Consumer Goods [email protected] +1 925-818-4909 www.signals-analytics.com
Editor's Notes
- #9: Need to incorporate reactions and anticipation to change
- #11: Message Offer Channel
- #12: Presenting the system of record Functions within your organization Multi-colors from icons to multi color circles Data around all of this Data transforms into signals – signal in the center becomes the outcomes Fragmented circles come together And then the impact becomes clear, and all the
- #13: Presenting the system of record Functions within your organization Multi-colors from icons to multi color circles Data around all of this Data transforms into signals – signal in the center becomes the outcomes Fragmented circles come together And then the impact becomes clear, and all the
- #16: For the past 6 years Signals Analytics has built ongoing relationships with over 60 Fortune 500 companies