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Marketing in the world

of 24 hour data:

Marketers have never had such The truth is, the quantity and speed of data today is a
double-edged sword. It’s hard to know which key measures
fast access to so much data. to focus on; and making decisions based on short-term
responses is likely to result in too much of a focus on short-
term sales, when the strongest effects often occur over the
The potential to make rapid and long term.

knowledgeable decisions has

Over the past few years, Kantar Millward Brown has been
never been greater but most rewriting the rules of tracking studies to provide what

marketers are not using this to marketers need in a world that has gone from fast to even
faster. Brands that focus their continuous tracking on the
their advantage. metrics that matter for success – the long-term indicators
that move most quickly in the short term – will gain a clarity
that will aid their competitive advantage.

Kantar Millward Brown

has developed 5 brand
guidance principles
to help marketers drive
brand growth.
1 Act quickly
Brands that receive Decisions need to be made quickly in order to
immediately respond to threats and opportunities,
information fast and
helping the brand to get ahead and stay ahead.
then make good,

to gain real time decisions

based on that
Here’s one example of how fast feedback from search or
social data can help marketers if they are focusing on the
right metrics. A big food brand recently launched a new

feedback will have ad campaign that performed below expectations. The
brand, which was focused on generating high frequency,
the best chance of started the campaign using 15 second edits instead of
gaining a competitive

the stronger 30 second edits it had already tested. Within

advantage. the first week, social and search data signalled that
the impact and efficiency of the campaign spend was
extremely weak and well below expectations.

It was apparent early on that the campaign

performance WAS below expectations

Average efficiency

Actual efficiency
Search and social efficiency

Expected impact

Actual impact
Search and social impact

Weeks 1 2 3 4 5 6 7 8

$ 700K $ 16.3M

Source: Kantar Millward Brown

In this case, these early warning signals would have

acted as a trigger for a deeper exploration of the creative
mix before more of the campaign budget was spent.
The research would have revealed that the 15 second
edits were not successfully conveying the fairly complex
creative idea or linking it clearly to the brand. Going with
the 30 second ads would have been more expensive but
the ads would have been more impactful, and well worth
the investment.

Without this insight, the brand continued to spend a total

of $17m behind a weak campaign over the upcoming
weeks, with little result.
2 Be first to
The Ehrenberg Kantar Millward Brown knows the importance of salience
for brand growth. Combining data from two of the
Bass institute has
world’s largest databases (brand equity data from Kantar
long argued for the

mind when
Millward Brown’s BrandZ with behavioural shopper data
importance of salience from Kantar Worldpanel) proves that salience has a very

or mental availability, strong relationship with Volume Share.

it matters
which has been
reinforced by Byron
Sharp’s book, How 60% Strong relationship between
salience and actual market share
Brands Grow. 50%

Volume Share




0% 10% 20% 30% 40% 50% 60%

Salience Share

Source: Kantar Millward Brown/BrandZ equity data and

Kantar Worldpanel behavioural data

If a brand comes easily to mind for consumers at the point of purchase, more people will choose
to buy it. Given its importance, and its potential to move rapidly, salience should be a key
measure for brands to monitor continuously.

Generating high salience for a brand may be desirable but it’s not easy. One aspect that can
be helpful for a brand is to have distinctive assets. McDonald’s is a highly salient brand around
the world; in the US its Salience Index (from BrandZ) in 2016 was 241, nearly twice as high as its
nearest competitor.

In this example, neuroscience MCDONALD’S HAS 3 VERY STRONG ASSETS

techniques were used to uncover
which key brand assets trigger
important brand associations in Ronald

consumers’ minds. It showed that

fame (% correct)

McDonald’s is helped by having

several strong assets that can be
used across different platforms. The
Golden Arches, Ronald McDonald, Colour

and the brand’s carton of fries are Speed (ms from slowest to fastest)

all strongly and intuitively associated

Source: Kantar Millward Brown/BrandZ 2016
with McDonald’s.
3 Identify what
So while salience is A five year analysis of BrandZ data revealed that brands
that increase their salience are more likely to grow, but
extremely important,
brands that are also meaningfully different are more
it would be a mistake

drives sales
likely to grow share faster.
to assume it’s all
that matters. BRANDS THAT ARE Salient AND Meaningfully different

now and into % growth in market share*

the future 6%

*Survey-based measure
Source: Kantar Millward Brown/BrandZ

The importance of this combination of being salient,

meaningful and different underpins all our thinking
about brands, and helps lead to clear, focused
recommendations on how and where to invest in the
brand. However, changes in measures like difference
and meaningful tend to happen slowly, so these do not
need to be monitored continuously in the same way as
salience; instead they should form the underpinning of
any deeper dive strategic work.
4 Be seen to be
Brands which Some brands overemphasise market share, resulting in
excessive discounting to reach targets, which may drive
are meaningfully
sales but not necessarily profits. By integrating attitudinal
different can also

survey data with actual behavioural purchasing data from
command price our New Zealand Fly Buys shopper panel it was possible
to demonstrate how much more a brand that is perceived
premiums, resulting to be different – like Purina One in New Zealand – can

different to
in higher profits. command in terms of price relative to its competition.


drive profits


$11.01 per kilo, 100

brand leader by
value share 50


$4.89 per kilo, 100

brand leader by
volume share 50

Source: Kantar Millward Brown

R&D study, NZ merged equity and Fly Buys behavioural data for 910 consumers

Connecting brand equity with real purchase behaviour can

deliver integrated insights that help marketers create both
strategies and brand plans that deliver maximum ROI
from brand and trade marketing. Identifying the tangible
financial benefits of actions that can be taken both in
building equity and in activating at point of purchase help
drive growth.

For the Pantene brand, Kantar Millward Brown’s attitudinal

survey data was combined with the New Zealand Fly
Buys panel data at a respondent level. This identified that
increasing Pantene’s association with making people feel
‘confident about themselves’ would deliver growth of
1% market share, worth $4.7m. It also identified that if
Pantene could improve its assortment in key retailers by
using larger pack sizes to target large families, this would
prevent an estimated $5.4m worth of share diverting
to other brands due to pack size availability. In total, it
identified share gains worth $10.2m.
5 Know where
At times, research Solid research is needed to do this with confidence, but it
can reap great rewards. A recent statistical analysis of a
leading snack brand showed the importance of celebrity
may challenge brand

and how
endorsement, which had been weakened over recent
orthodoxy and push years. It uncovered that consumption could be increased
by boosting use of the celebrity to target children with
marketers to write a taste message, while other channels could be used to

to invest
their own rules. reassure moms about the nutritional value of the brand.

The client changed its marketing programme

accordingly, launching a new campaign focused on a
particular sports celebrity and included a supporting
scientific claim for moms. This resulted in a 19% increase
in market share worth $12.8m.




Source: Kantar Millward Brown client project
In an age of 24/7 access to data, marketers
should focus on fast access to the metrics
that matter, and understand that not all
measures need to be measured all the time.
Focus on a smaller number of metrics from
consumer surveys and supplement them
with digital signals generated from social
conversations and search patterns to get
the fast feedback needed to grow brands in
this fast moving world.

All marketers will benefit by following these

5 principles to succeed going forward, and
to drive brand growth.

For more information,

get in touch.

© Kantar Millward Brown 2017