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Session Chair: Otto Hellwig, respondi AG & DGOF, Germany Session Chair: Alexandra Wachenfeld-Schell, GIM & DGOF, Germany
Significant improvement of relevant KPIs with optimization of the programmatic modulation
Silke Moser1, Frank Goldberg2
1GIM Gesellschaft fuer Innovative Marktforschung mbH, Germany; 2DMI Digital Media Institute GmbH, Germany
Relevance & Research Question:
Advertising impact research for a spot of a new OTC product played on digital displays at various touchpoints (DOOH). The main focus of the study was to investigate the increase of KPIs achieved with DOOH for several target groups as well as to determine the contribution of individual touchpoints. Who sees advertisements, when and how receptive is a person to this TP is a central question.
Methods & Data:
A combination of methods was used: online survey, geo location tracking and a follow-up survey. The samples were drawn according to representative structural data. The follow-up survey comprised n = 2 x 2,000 participants. One part (n=2000/mobility panel) was asked to track their movement for 21 days throughout the campaign period. Additionally, for this sub-sample we had information about its values and settings. After the campaign, both samples were interviewed in the online follow-up survey on various parameters of product and advertising awareness.
For the mobility panel, the combination of tracking and survey data enabled the recall of the advertisement to be determined with additional information on the actual advertising contact opportunities and frequencies. Additionally, the question about target group specifics of individual touchpoints could be answered. The comparison with participants who were not tracked shows the high value of the mobility data. It allows location and time dependent programmatic modulation of the advertising. The content of each touchpoint therefore can be adjusted specifically for certain target groups and its effect can be analysed to e.g. reduce scattering losses, which ultimately can increase its recall and recognition and thus the ROI.
Geo-tracking enables the continuous mapping of the movement patterns of target groups. In combination with the described profile data, incl. decision-making style, it allows precise knowledge about different target groups. This leads to a significantly improved accuracy in addressing target groups and advertising effectiveness of touchpoints. It will also enable further approaches to understanding target groups and their behaviors, as it is possible to identify people who came in contact with not only specific touchpoints but also POIs, making it possible to determine the impact of contact with a brand on brand relevance and image.
Appetite for Destruction: The Case of McDonald’s Evidence-based Menu Simplification
Steffen Schmidt1, Marius Truttmann2, Philipp Fessler1, Severine Caspard2
Relevance & Research Question: The substantial increase from 8 to more than 90 products in around 40 years, increased the complexity of the product production and preparation process of McDonald’s Switzerland, and consequently threatens the customer-perceived product quality. The critical research challenge and insights goal was to regain efficient resources through removing selected products from the menu but without threatening customer growth.
Methods & Data: In order to ensure valid and reliable insights with a precise predictive forecasting power, a set of highly advanced methods was applied. In detail, several advanced implicit association tests regarding a brand and product assessment has been employed online and an online-based discrete choice experiment that simulated various consumption situations depending on the shown task-related behavior before with up to 5 choice tasks. In total, a set of five strongly behavior-related indicators (e.g., implicit brand-product-fit, purchase potential etc.) has been derived. Finally, based on that indicators, a final single value indicator for each investigated product has been calculated to determine the overall customer-related consumption value that has been further utilized to derive a review list of products to identify the products that have no substantial impact on the customer’s future behavior. In total, 2056 customers of McDonald’s aged 15 to 79 years who visit a McDonald’s restaurant in the last 12 months at least one time have been interviewed.
Results: Based on the derived product review list, selective products in the bottom have been removed from the market. Before, a swiss-wide field experiment in more than 30 restaurants has been conducted to check the actual behavior. As predicted, no decrease related to customer’s visit frequency and average menu spending could be identified. Subsequently, the respective products have been removed from all restaurants.
Added Value: The innovative method combination was capable to identify customer’s product value, and thus customer’s behavior in the real world. Before, other country organizations of McDonald’s had tried before just one single method (e.g., menu choice based conjoint), but failed. Currently, an increasing number of other country organizations is applying this developed approach for a strengthened market performance.