There is a significant shift in attitude of customers, suppliers, communities, and shareholders that suggest business as usual is no longer acceptable or even viable. MavenMagnet has seen this shift over the last decade in the work that we have done around brand preferences and corporate perception. The studies have been leading indicators, particularly with respect to the impact of social values on brand preferences.
A recent study (https://bit.ly/2kHavfU) that we conducted on back-to-school brand campaigns for the Campaign magazine revealed that brands that donated to a cause consumers associated with as part of their campaign drew much higher engagement from consumers as compared to the brands that went for direct-to-consumer promotions like coupons.
Time and again, we have seen a dramatic gap between goals and in-market performance of initiatives directed towards various stakeholders. Intent often doesn’t map to impact and the ability to measure immediate vs. long-term impact is essential. MavenMagnet can help marketers get ahead of the curve in understanding how they stand on critical issues. We definitively and quantitatively measure and analyze customer and supplier attitudes, employee issues, and community reactions, and track them over time to see what is growing (or declining) in importance.
Every brand from skincare to automobiles to diapers today runs an integrated campaign. Ad spots, billboards, pop-up stores, sponsorships, digital, CSR initiatives and point of sales promotions are just some ways brands try to reach their consumers. Consumers have a limited attention span and brands across categories contest for it. This makes it critical to measure the effectiveness of campaigns and optimize them continuously.
MavenMagnet has developed innovative research capabilities to do just that. But we do it a little differently. In order to do campaign assessment, we analyze thousands of consumer conversations around a brand to discover the marketing initiatives that have had an impact on the brand perception – old, new, planned as well as unplanned. We then analyze the conversations around these initiatives to granularly identify various campaign elements and quantify the impact they have on the brand’s imagery. We have developed KPIs with exhaustive industry benchmarks to measure campaign effectiveness in a manner that has a direct impact on driving consideration and purchase. We provide actionable recommendations to help brands optimize campaign elements and deliver maximum return on investment. Continuous measurement of marketing effectiveness also helps brands develop a rich database of “what works” and “what doesn’t” that often acts as a ready reckoner for the development of future communication strategy.
At MavenMagnet, we have developed techniques to contextually analyze consumer conversations to get you the complete picture while providing focused insights to make strategic decisions on how to develop your messaging and impact brand preference of the consumers. We use advanced technological and analytical techniques to provide you data-driven input in campaign planning and optimization while adhering to the most stringent industry and government privacy standards.
Product performance, brand value, social accountability, and emotional connection are some of the key drivers that play a role when consumers are making a purchase decision. Consumers look for products that meet their expectations in terms of product performance. They trust brands that uphold values that are relevant to them, such as innovation or quality. They are more likely to adopt brands that support social causes they consider important, such as environment or equality. They are more forgiving towards brands they have an emotional connection with. In order to decode their purchase decision in a category, you need to do a holistic evaluation to understand what drives consumers towards a brand and what acts as detractors for them.
There is a common opinion that you don’t get a complete understanding of equity drivers on social platforms, and that performance-led product reviews dominate consumer conversations in many categories. We overcome this by taking an innovative approach to social listening. We go beyond social networks to tap into an ever-growing repository of more than 500,000 forums, communities, message boards and blogs. This is where people express their thoughts and emotions. The tangential conversations that go beyond brands set the context that drive consumer perception. Analyzing these conversations, quantifying them, and linking them to brand preference provides a deeper understanding of the equity drivers.
At MavenMagnet, we have developed techniques to contextually analyze consumer conversations to understand their values, emotions and opinions, as well as product experience, and how they together drive brand relevance for them. We use advanced technological and analytical techniques to provide a holistic analysis to help you better position your brand to serve your consumers and we do this while adhering to the most stringent industry and government privacy standards.
What’s common between a baby food company, a beauty soap brand, and a yoga pants designer? They are all typically trying to sell to the millennial and Gen X women. So are others from cell phone carriers to car manufacturers to detergent brands. The same is true for most other consumer segments. Multiple brands in multiple categories are targeting the same consumer segments ranging from youth or boomers. In order to establish relevance and optimize marketing efforts, most brands go beyond the demographic profile and target consumers based on their behavioral and psychographic profile.
Today your consumers are living their lives in digital media. If you are able to track them across their social presence over a long enough period of time, what you will end up getting is a very rich and holistic understanding of who they are. That’s exactly how we conduct ethnographies!
We help you discover and define consumer segments by tracking the digital footprint of your consumers over a period of at least past twelve months. We conduct an in-depth analysis of millions of conversations that go beyond your product category to touch every aspect of their lives. For each segment, we develop a persona that covers quantitative analysis of value drivers, aspirations, activities and interests, and association with brands and media properties. We then zoom into your particular category to identify the factors they value the most while making a purchase decision.
At MavenMagnet, we have developed innovative techniques to learn consumer behavior, their passions, their opinions, and their associations with media platforms with a high degree of precision. We use advanced technological and analytical techniques to help you identify and connect with your distinct consumer segments while adhering to the most stringent industry and government privacy standards.
Consumers have multiple options in almost every product and services category today. From telecom and airlines to toothpaste and gadgets, switching between brands is relatively easier than ever before. This makes it more and more challenging for brands to retain customers. It is important to understand what makes them stick with your brand and what causes defection.
MavenMagnet has developed innovative research capabilities to help brands decode switchers. We deploy contextual listening to tap into conversations of users of a brand and its competitors. We further zero in on the conversations that focus on the reasons to switch to and from the brand. Using our discovery based approach, we identify the brand drivers that lead to the churn. While quantification of the positive drivers uncovers the reasons why consumers are sticking or switching to the brand, the negative drivers in this context indicates why consumers are leaving the brand for competitors. The churn analysis of competitive brands exposes the weaknesses of the competitors which can be leveraged by marketers to make consumers switch to their brand.
At MavenMagnet, we have developed techniques to discover insights by focusing on the context of conversations to help companies make strategic and tactical business decisions. We use advanced technological and analytical techniques to help you retain and attain customers while adhering to the most stringent industry and government privacy standards.
Brands seek connection with their consumers. With the proliferation of content and campaigns around everything from holidays to sporting events to everyday activities, it is more and more difficult to have a real connection with consumers. The number of options for where, when, and how a brand can reach out to its consumers have also exploded. For a brand to stand out and appeal to its consumers, the need of the hour is to identify the right moments and design the right content.
MavenMagnet has developed advanced capabilities that go beyond analyzing a brand or a product category. We study consumer engagement patterns to identify the themes and moments for the target segment. The idea is to recognize the consumer moments that demonstrate high emotional engagement with the consumers. We conduct an in-depth analysis of thousands of consumers having conversations touching every aspect of their lives to identify and define these moments. We further discover the topics around each moment that are important for the consumers, and the type of content they engage with in that moment. We draw linkages between the consumer moment and the brand’s proposition to understand how the brand can participate in a relevant manner, in turn developing an annual consumer engagement calendar for the brand with actionability around creative, media and tactical interventions like promotions and events that can forge a strong connection with the consumers.
At MavenMagnet, we have developed research techniques to discover insights from large data sets and help brands plan optimal campaigns to connect with its consumers. We are fully GDPR compliant and adhere to the most stringent industry and government privacy standards. We use an innovative approach to help you leverage the power of consumer moments and establish a relevant connection with your consumers.
Product rating has become an undeniable force in the marketplace today. Irrespective of whether a consumer is shopping online or in-store, product rating plays a critical role in the purchase decision-making process. Digitization has enabled consumers to instantly access the product rating of everything from diapers to televisions to hotels. Across product categories, consumers tend to pick a product with a higher product rating, other factors remaining constant.
MavenMagnet has developed an innovative approach to help brands raise their product rating. We use our discovery-based research technique to identify and quantify the factors considered by the consumers while choosing a product in its competitive set and correlate these factors with the product rating. We further use predictive analysis to accurately project the impact of addressing specific pain points and leveraging key benefits of the product on its rating and overall brand perception.
At MavenMagnet, we have developed capabilities to discover insights from large data sets in near real-time and help companies make strategic decisions in areas ranging from product innovation to marketing communications. We are fully GDPR compliant and adhere to the most stringent industry and government privacy standards. We use advanced technological and analytical techniques to help you raise your product rating, improve brand perception, and drive sales.