[R]evolution of data: quantifying emotion.Keren Phillips Strategy Director@kerenyp

In this session

1. 2. 3.

Measuring intangible drivers to purchase - the holy grailPlatforms designed to measure emotionMarketing gets Sci Fi

Intangible drivers to purchase

Digital behaviour = accessDigital tools = usefulness

RESEARCH STRATEGY EXECUTION MEASUREMENT

STRATEGYRESEARCHEXECUTIONMEASUREMENT

Access to data+

Customised functionality=

Ability to ascribe $

Quantifying a shift in brand awareness

Find the value relative to a shift in awareness of your brand or product

1. Market size2. Awareness change3. Purchase intent4. Conversion rate5. Unit profit

The brand awareness value equation

The value of brand awareness = (market size) x (awareness change) x (purchase intent) x (sales conversion) x (unit profit)

Integrate the requirements for measurement into the fabric of

each activity

Review platforms designed to record emotional reaction

REVIEWS SALES

BOOKINGREVIEWS SALES

Quantifying review value

Find the value of a specific category or type of review on Trip Advisor

1. Market size2. Category size3. Booking percentage4. Unit profit

The review value equation

The value of a specific review type = (total market size) x (category percentage) x (booking percentage) x (unit profit)

Marketing Sci Fi

Accuracy in reporting

Relevancy is king - in business or marketing

[R]evolution of data: quantifying emotion.Keren Phillips Strategy Director@kerenyp