CBI by Andrés Hernández

Catalog

562

3 89 564 67318 894 568 3323 24 1002 778 56 489 2012 3 68 79 59 206 14

49598

see data and look for opportunities. Opportunities to find the right moment, to persuade better, to sell more. To this end, we have developed a range of powerful tools that we think you will like. Some are new. Others may be familiar. All of them are designed to help you make more money for your clients. We canâ&#x20AC;&#x2122;t wait for you to try them.

Chris Sherrill

Business intelligence x4479

Ilya Vedrashko

Consumer intelligence x4464

Guess Whoâ&#x20AC;&#x2122;s Trending

Table of contents 8 Publications

10 Publications about people 12 Publications about business 14 Publication formats

16 Services 18 Social listening

22 Social intelligence 24 Social analytics 25 Culture mining

26 Business analysis

30 Intelligence & analysis 32 Monitoring & measurement 33 Modeling & innovation

36 Information design 38 Visualizations 44 Makeovers 46 Prototypes

48 Dataworks

50 Raw cuts 52 Exploration 54 Experiments

58 Neuro-cognitive optimization 60 Package deals

Who's!

ready for the! waterpark?! #greatwolf!

Dunkin’ Donuts !

I love my daddy ☺ ! #dunkin #coffee! #cash #surpise ! #lovehim!

Q1 2012! a blueprint! of dunkin discussion!

new ways to express dunkin love!

signiﬁcant changes in Facebook engagement!

in-depth look at the competitive landscape!

The information in this report, while accurate, is not indicative of the overall! health of the brand due to the inherent methodology limitations. ! Please use it only as a complement to other research instruments.!

Marshalls!

Q1 2012! giving insurance recommendations!

complaining during the claim process!

a map of brand conversation online!

“Outﬁt for the day: Green Dress from #marshalls, Black #Tomsshoes, Belt from goodwill and bag from #oldnavy #fashion #instagram #ipod #iphoto”!

modelspeciﬁc insurance shoppers!

Liberty Mutual

knows how to celebrate.

Great Wolf! Lodge! Q2 2012! social inﬂuence survey!

spring break !

weekly patterns!

half-life of vacation conversation!

Nomnomnom nomnom! #Greatwolﬂodge! #roadtrip!

Happy National Donut Day!! #nationaldonutday #food#yummy#love

Liberty Mututal QX 20XX Lorem ipsum

Lorem ipsum

Line Culture

Dunkin’ International

Cult of Wawa

HOLY!

#greatwolﬂodge #waterslide #grapevine

#HomeGoods! ! Checkout line on opening day. ! Thank goodness I'm just browsing!!

Great Wolf! Lodge! Q1 2012! Home Goods! Q2 2012!

Lorem ipsum!

Timing of Cravings The information in this report, while accurate, is not indicative of the overall health of the brand due to the inherent methodology limitations. Please use it only as a complement to other research instruments.

The information in this report, while accurate, is not indicative of the overall health of the brand due to the inherent methodology limitations. Please use it only as a complement to other research instruments.

Lorem ipsum!

Dunkin’Donuts Q2 2012

Great Wolf Lodge QX 20XX

Lorem ipsum!

social inﬂuence survey!

spring break !

weekly patterns!

she did not wanna get upp #GreatWolfLodge @bekahcheyenne #wakeup #hahaha!

Great Wolf QX 20XX

half-life of vacation conversation!

Lorem ipsum!

Lorem ipsum

Thankyou!

#homegoods for this adorable steal-of-adeal mug ($2)!!!!!

Liberty Mutual! Q1 2012! giving insurance recommendations!

complaining during the claim process!

a map of brand conversation online!

Publications

T.J.! Maxx! Q1 2012!

the alarming rise in auto collision fatalities during the 50s prompted Liberty Mutual Insurance to partner with Cornell…!

modelspeciﬁc insurance shoppers!

giving insurance recommendations!

complaining during the claim process!

a map of brand conversation online!

Sock bun WITHOUT the sock! Haha. Thick hair! #ootd #maxi #denim #f21 #tjmaxx!

modelspeciﬁc insurance shoppers!

Home Goods! Q2 2012!

Lorem ipsum! The information in this report, while accurate, is not indicative of the overall health of the brand due to the inherent methodology limitations. Please use it only as a complement to other research instruments.

Lorem ipsum!

Publications

Our publications are well researched, edited and designed intelligence reports about your clientsâ&#x20AC;&#x2122; customers and business, delivered on a set schedule. Together with you, we will develop an editorial calendar, define a scope, and agree on a timeline.

Publications

Publications about people

Brandscan

Tribal life

Our flagship publication, now with international and multicultural coverage. Typically published quarterly and covers a wide range of consumer behaviors.

We will handpick a sample of 100 active social media users to your specifications and follow them over a period of time, analyzing their activities and looking for useful patterns.

Four quarterly reports: 50% FTE / 900 hrs*

Two quarterly reports: 20% FTE / 360 hrs*

Genpoppers

News / talk

A series of reports based on short surveys that track a set of issues over a period of time. Samples are cheap and imperfect but sufficient for directional insight, gut check, and conversation starters. Fast delivery.

We will monitor the news about a set of topics and measure how different stories develop over time and resonate in social media. Ten issues: 10% / 180 hrs

Five reports: 10% / 180 hrs*

Drilldowns

Digital personas

We will identify, explore, and track a set of issues relevant to your category, issuing POVs and updates on a set schedule. Possible topics could be industry-specific (such as trends in self-diagnostics or the rise of non-institutional money infrastructures) or more general (the mechanics of personal product recommendations).

In this experimental service, we will construct an online persona to your specifications and use a bot to collect artifacts from its digital life over a period of time. Perfect for cultural inspiration. Ask about a demo. One persona / six months: 10% FTE / 180 hrs*

One report: 5% / 90 hrs* 10

Publications

* Data costs are extra.

Entendemos!

This guy has over one million followers on Twitter and you have no clue who he is. Ask us about our new Hispanic and Latin American practice.

Venezuela

Argentina

Colombia

Chile

Brasil

Publications

Publications about business Marketscan

NEW

Four issues per year: 50% FTE / 900 hrs

teams the ability to track a broad set of performance metrics and their igna management | Dashboard relationship to in-market creative, news headlines, macroeconomic developments, tle financial data, social conversation, online traffic, and custom KPIs. Marketscan, our flagship Business Intelligence solution, offers CMOs and brand

gna | Marketscan

Appeals court says individual insurance mandate unconstitutional

(Score) 10.0

Attention

Brand Index

going ar als

nd c.)

9.0

8.0 06-‐01-‐2011

Headline

Volume

early n

HealthSpring Acquisition

07-‐01-‐2011

09-‐01-‐2011

10-‐01-‐2011

(Number of Articles)

11-‐01-‐2011

12-‐01-‐2011

01-‐01-‐2012

02-‐01-‐2012

03-‐01-‐2012

Cigna peak 10/24/11 Value: 53

21 17 13 9 5 1 6/1/2011

cuted

08-‐01-‐2011

7/1/2011

8/1/2011

9/1/2011

10/1/2011

11/1/2011

12/1/2011

1/1/2012

2/1/2012

3/1/2012

7/1/2011

8/1/2011

9/1/2011

10/1/2011

11/1/2011

12/1/2011

1/1/2012

2/1/2012

3/1/2012

Social Web search volume

Share price

Financial

($) 55

35 6/1/2011

100

(Normalized Score)

60 2011-‐06-‐05

2011-‐08-‐28

2011-‐11-‐20

TV, Print, Radio

(Sept. 19 — Nov. 13, 2011) 12

Publications

2012-‐02-‐12

Publications about business

Monitoring and measurement modules Our modular set of business intelligence reporting instruments allows brand managers, planners and CMOs to build a tailored suite of monitoring and measurement reports that consistently offer a data-driven perspective on a brand’s overall marketing environment.

Brand Metrics

Strategy

We will monitor a target company’s in-market initiatives and measure the performance of its brand metrics, relative its competitive set.

We allow brand teams to maintain an informed POV on the marketing priorities and growth strategies that drive a brand’s marketing environment.

Four quarterly reports: 10% FTE / 180 hrs* Weekly and daily also available

Four quarterly reports: 5% FTE / 90 hrs*

Financial / KPI

Headlines

We will take a deep dive into the SEC filings of a target company and create a quarterly composite of performance metrics tightly tailored to a brand’s measurement needs.

We will measure the volume, sentiment, and seasonality of national news. Maintain an overall sense of the reporting and analysis surrounding a target brand.

Four quarterly reports: 10% FTE / 180 hrs* Weekly and daily also available

Channel

Digital traffic

We will monitor the spend volume by channel for a target brand. Receive reports outlining trends and architecture of marketing tactics.

We will keep an eye on the online traffic patterns around a specific brand. Includes traffic to target websites, regional data, key terms, and SEO / SEM data.

Four quarterly reports: 5% FTE / 90 hrs* Weekly and daily also available.

* Data costs are extra.

Four quarterly reports: 10% FTE / 180 hrs* Weekly and daily also available

Publications

Publication formats All of our publications are available for delivery in one or more formats to match your workflow.

War Rooms

NEW

We will design an intelligence command center, identify and procure data sources, create an editorial policy, and consult on staffing and implementation. Ask to see a prototype demonstration.

Alerts

Newsletters

We will set up triggers around issues of interest and send out alerts with new developments.

Periodic research compilations sent to an email distribution list that can organically propagate through the clientâ&#x20AC;&#x2122;s organization.

Posters

Dashboards

A well-designed, one-sheet printed summary of findings. Like a real poster, this is ideal for passive idea dissemination.

We will curate data and artifacts around a set of topics and push the content to a live online dashboard.

Reports

Slides

Classic, full-length write-ups.

Illustrated reports optimized for public presentations.

Publications

Distributed intelligence: share critical market data via purpose-built War Rooms, accessible to all members of the enterprise.

Publications

Services

Services We offer Ă la carte intelligence solutions designed to suit the planning, client services, social media, and creative workflows. Book one or more and mix and match to fit your accountâ&#x20AC;&#x2122;s needs.

Services

Social listening Social intelligence

We will extract and analyze social media data to examine an issue of interest. Social analytics

We will examine and measure the social media activities of a set of companies. Culture mining

We will search for artifacts that will illustrate consumer culture and provide inspiration triggers.

Services

Social listening We have taken social listening from a routine count of brand mentions to a multidisciplinary practice that provides a wide range of insights for variety of business applications.

Monitoring

to shape current tactics

Brand reputation tracking

Track mentions to see how the public feels about the brand and to identify potential crises.

Brand protection

Monitor for potential infringements, legal threats, and regulatory issues.

Marketing messaging

Identify emerging trends in online culture that can be woven into marketing activities.

Customer support

Capture and triage customer feedback, requests, and complaints and direct them through appropriate channels.

Lead generation

Services

Monitor social media activity for sales opportunities.

Analytics

to measure past outcomes

Competitive tracking Performance measurement Media planning Influencer identification

Monitor competitive social media activity and measure its effectiveness vs. your own efforts. Evaluate effectiveness of online and offline efforts by measuring their resonance in social media. Identify online properties that attract audiences most likely to share content. Identify TV programs that resonate the most with their audiences. Identify and classify social media users with outsized influence over their audience.

Intelligence

to identify future opportunities

Category behaviors

Understand how people behave in categoryrelated situations such as buying a car, expecting a child, etc.

Product innovation

Describe white spaces of unmet demand in the category.

Demand evaluation

Evaluate public optimism regarding your own or competitive offerings.

Customer segmentation

Segment audiences based on profile information, meta-data, and social participation.

Services

Social intelligence

One engagement: 5% FTE / 90 hrs

We will extract and analyze social media data to examine an issue of interest. Forums & ! search!

Asking friends:! social listening!

The results for a search for “[car model] insurance” revealed a model-speciﬁc Allstate landing page on the ﬁrst page of Google results for every top model.!

When Facebook friends recommend an agent they know well, fewer friends will contribute to the discussion.! Suggesting someone close!

Here’s what the Allstate pages look like:!

1 out of 5!

recommendation threads include a friend who endorses their close friend or relative as an insurance agent. These high-value recommendations are often supplemented with a phone! number or address.!

Cutting conversation short! is how much conversation length decreases if the Facebook

contains a recommendation for someone’s friend or 27% ! thread family member.!

Agents recommending themselves! Agents rarely recommend themselves to their friends, but when they do, it is often ignored.!

Source: Facebook sample: 100 posts containing insurance inquiries!

We analyzed consumers’ digital journey to purchase model-specific insurance, which revealed an opportunity to create landing pages that would drive business.

Feature: Dunkin’! International!

Dunkin’ Donuts is all over the world, and most countries have a local Facebook page to support fans of the brand.!

However, local Dunkin’ Facebook pages vary considerably in their activity and popularity.! COUNTRY!

# of Dunkin Locations!

# of Facebook likes!

Peru!

28!

77,109!

Thailand!

200+!

43,041!

Indonesia!

16!

1,936!

Philippines!

70+!

770!

Germany!

31!

51!

The team mapped all Dunkin’ Donuts conversation to understand the top drivers of brand affinity online. Through an audit of images uploaded to Instagram, it became clear that there was usergenerated, global content that could drive engagement in the US.

Services

Merrell Conversation: Forums

Feature: ! Dorm Shopping!

Matriculating students are already excited to be shopping at HomeGoods!

In forums, most Merrell conversation is part of a larger running discussion among diverse interest groups. A small outlier group exists.

There were 150 mentions of shopping at HomeGoods for dorm room furnishing in Q2, almost entirely in July. There was a lot of excitement and enthusiasm for the store in these posts.!

The size of the circles represents relative forum thread engagement from May – July 2012.

Football Guys (Fantasy Football)

Fitness Pal AR15 (Riﬂes)

Lowyat.net (Malaysian)

Colony of Gamers Well-Trained Mind (Educators)

Weight Watchers (Running and Fitness) Runner’s World

Grass City (Marijuana)

Disc Golf

Trip Advisor Tree Buzz (Arborists)

This enthusiasm for HomeGoods was also reﬂected by teens and young women who don’t yet have a space to decorate ! Other young women get inspired by what they see in HomeGoods and have comments about desiring a space they could decorate with items from HomeGoods. !

Purse Blog (Deals) E46 Fanatics (BMW, driving)

Cabella’s (Camping & Hiking)

Running Conversations Outlier Conversations

We analyzed forum conversation threads to identify the communities of people most enthusiastic about Merrell shoes — and revealed some unexpected but influential “outlier” groups.

For HomeGoods, we identified a future target for influencer outreach based on online conversation: young women who were planning for future homes and apartments. The science of memory

We noticed that many Colombians follow trafﬁc reporters and patrollers on Twitter, like “El Patrullero de la Noche,” from Bogotá

They have large follower counts (by city):

Andrés Sánchez @patrudelanoche

Santa Marta

6,257

Bogotá

121,604

Medellín

34,269

Valledupar

26,056

Cúcuta

9,909

Bucaramanga

2,297

Popular transportation hashtags: #picoyplaca #transmilenio #movilidadbta

Memories about experiences are biased in predictable and generalizable patterns.

This is to say that memories are not biased randomly, there are repeatable patterns in human recollection.

Positive and negative events are remembered as more extreme than they actually were. People tend to exaggerate whatever experience that they have, and those inﬂated memories can exert a signiﬁcant effect on future decision-making.

People change their memories so that they are consistent with their values and knowledge.

For instance, parents say they greatly enjoy spending time with their kids, but their moment-bymoment experience of childcare is generally relatively negative. However, parents love their kids and believe they should enjoy most of their experiences with their children. To avoid cognitive dissonance, they bias their memories to bring them in accordance with their values.

Here’s the kind of content they share from users:

People update their memories so that they are consistent with current knowledge

When people learn new information, they tend to re-interpret past experiences in the light of this new knowledge. For instance, a bad reviews from a credible sources could lead people to remember their time at Great Wolf Lodge as worse than in actually was.

We created and followed a focus group of Colombians on Twitter and found an opportunity for Liberty Seguros to promote responsible driving.

Our research on memories and their relationship with trip planning was the foundation for a social strategy to drive return visits to Great Wolf Lodge.

Services

Social analytics

One engagement: 5% FTE / 90 hrs

We will examine and measure social media activities of a set of companies.

Dashboard!

12,135!

Quarterly volume decreased due to the conclusion of Coach of the Year in the beginning of January.!

Total mentions!

Share of mentions!

-36% QonQ!

Twitter (67%, -14pts QonQ)! Blogs (14%, +3pts QonQ)! Facebook (11%, +8pts QonQ)! Forums (8%, +3pts QonQ)! !

Volume:! January -March! 700 Announcement of Liberty Mutual Coach of the Year 2011 winners!

600 500

Liberty Mutual buys Russian insurer!

400 â&#x20AC;&#x153;De-fund Susan Komenâ&#x20AC;? viral post (including LM in list of thousands of sponsors)!

300 200 100 0 1-Jan

13-Jan

25-Jan

6-Feb

18-Feb

1-Mar

13-Mar

25-Mar

Overall sentiment!

Positive +!

Negative -!

Pos/Neg!

Neutral =!

Q1 12!

8%!

5%!

1.4!

87%!

Q4 11!

5%!

3%!

1.6!

92%!

Services

Culture mining

One engagement: 5% FTE / 90 hrs

We will search for artifacts that will illustrate consumer culture and provide inspiration triggers. 1!

#greatwolﬂodge 1!

#vacation! #waterpark! #poconos! #pa! #pennsylvania!

#epic!

Leaping! lily pads @greatwolﬂodge!

#instamood !

#greatwolf! 1!

My mom and I

#love!

Waterpark!

#greatwolf have too much fun at #Homegoods

HOLY!

Saw this at! #HomeGoods .. ! #KeepCalm #shop! 1

#HomeGoods! !

I love this trunk! ! I'd SO get it ! if i had the dinero! #homegoods!

Checkout line on opening day. ! Thank goodness I'm just browsing!!

2012

work buddies!!!!

here we come.

#2012 #herewecome #hands #inaline #bracelets #message #gwl #...!

#work #mom #cute instacute #homegoods!

katiee_gaga : Love that top! Ashleyyymaria : @katiee_gaga thanks doll! #tjmaxx 10 dolla!

Services

Business analysis Intelligence & analysis

We will take a deep dive into a company and its market environment, offering solutions for innovation, optimization and growth. Monitoring & measurement

We will monitor performance and outcomes, illustrating which initiatives are driving business impact. Modeling & innovation

We will reverse engineer existing initiatives and model future states of quantitative, qualitative and physical environments.

Services

Business analysis We take traditional analytics to an entirely new level, offering business optimization and innovation capabilities, so creative initiatives propel business performance.

Intelligence & Analysis to understand the competitive environment

Category overview Opportunity analysis Value segmentation

Services

Get an in-depth look at a particular market, and its trends, issues, and opportunities. See the economic and strategic opportunities to reposition brands for market expansion and revenue growth. Understand which segments drive the greatest value, and lead to initiatives with optimal return on investment.

Monitoring & Measurement to monitor outcomes and demonstrate effectiveness

Competitive tracking Performance measurement

Keep an eye on a tailored set of marketing metrics. Monitor developing trends. Benchmark performance. Quantify the effectiveness of your in-market initiatives. Find out which is doing the heaviest lifting, how to optimize for growth.

Modeling & Innovation to drive breakthrough growth

Modeling for growth

Process analysis & design

Service Innovation

Allow us to design the predictive models that will help you to forecast the impact of your marketing effort.

Let us reverse-engineer an existing customer experience, service or line of business. We will help you to understand what makes it tick and what resources would be needed to apply it to your initiative.

Weâ&#x20AC;&#x2122;ll help you design entirely new customer experiences and lines of business for existing and prospective clients. Our work will help brand managers to see entirely new opportunities that can drive significant revenue growth.

Services

Intelligence & analysis

One engagement: 5% FTE / 90 hrs

We will take a deep dive into a company and its market environment, offering solutions for innovation optimization and growth.

CIGNA’s brand awareness challenge

CIGNA Brand Awareness

100

Currently, CIGNA is competitively disadvantaged in the US marketplace relative to brand

awareness, with a steady decline from 2002-2009.

Abroad, the CIGNA brand is known in relatively few markets as the majority of the company’s

products and services are marketed via affinity business partners.

Competition:

CIGNA and its competitors suffer equally from the same set market conditions and trends. None

of the company’s competitors have moved away from the pack with a highly emotional message linked to a higher-end benefit. The competitive

2002

set is largely undifferentiated in messaging and

2003

2004

Aetna BCBS

creative execution. CIGNA is outspent and

2005

2006

CIGNA Humana

2007

2008

2009

United Healthcare UHC

expects to continue to be outspent by its major competitors. Break-through thinking and creative will be required for CIGNA to stake out a leadership position in the category.

3 year Competitor Ad Spend (millions) 200

CIGNA Brand Promise: “In all we do, our dedicated professionals, innovative programs, and customer-friendly

150

services help people achieve better health and peace of mind, so they can enjoy a better life. Customer focused: We’re here to help you improve your health all the way around – your

100

physical, emotional and financial well-being so that you can enjoy a better life.” In a phrase, CIGNA’s brand promise is:

BETTER HEALTH. BETTER LIFE. For more detail on this brand promise and it’s emerging role in CIGNA’s brand strategy, see AoR Brand Positioning.10.13.pdf source: CIGNA Creative Assignment Brief

United Humana CIGNA

2007

Aetna

2008

BC/BS

Kaiser Wellpoint

2009

source: neilsen media research business brief: CIGNA, Corp.

Services

VS. $4,900 median MSRP savings

+ $400 annual fuel savings $5,300 overall savings

CASE: The Curated Life & the Economics of Happiness For Fiat, CBI looked at how brand position was limiting revenue growth. In response, we developed a new position that focused on price as core driver of success in the overall pursuit of simplicity and happiness. In doing so, we increased the size of Fiatâ&#x20AC;&#x2122;s addressable market and gave the companyâ&#x20AC;&#x2122;s customers a reason to see Fiat as an enabler of affordable luxury.

IT :: Couture

IT :: Toys

IT :: Couture

IT :: Home

IT :: Music

High-value segments and the exquisite items that Fiat savings enable.

Services

Monitoring & measurement

One engagement: 10% FTE / 180 hrs

We will monitor performance and outcomes, illustrating which initiatives are driving business impact.

Go You :: Drives Business RETENTION

ACQUISITION

75%

In fact, according to Reputation Institute data, GO YOU doubles prospective customersâ&#x20AC;&#x2122; willingness to enroll as a new member.

64%

17%

GO YOU drives up both retention and acquisition.

33%

58%

28%

I would remain a Cigna customer

I would enroll as a new member

Exposed to GO YOU Campaign Unexposed (n=79)

(n=969)

Source: Reputation Institute Deck - 8/2/2012 p.18 Thursday, September 13, 12

CASE: Merrill Edge Campaign Impact :: Huge lift in Reputation 9

Hill Holliday created a

9.4 point

lift in reputation for Merrill Edge

VS.

1.1point lift

for the competition

-2 APRIL, 2011

Merrill Lynch Edge ML Key Competitors

Thursday, September 13, 12

Services

AUGUST, 2011

Post-campaign, the lift in Merrill Edgeâ&#x20AC;&#x2122;s Reputation metric was nine times greater than the increase experienced by every other brand. When you do great work, let us give you unassailable evidence of its impact.

Modeling & innovation

One engagement: 5% FTE / 90 hrs

We will reverse engineer existing initiatives and model future states of quantitative, qualitative and physical environments.

NEW REVENUE :: $1.1 Billion $1,144

ase

$286

$143

$72

Ph I

ase

Ph II

ase

III

Be yo n

40 80 to grow revenue 320 Service20 innovation: Let us help you to explore opportunities and invent new customers ways to engage customers. customers customers customers per store per store per store per store CASE: Uptime For Staples we looked at the cost of technology downtime to small businesses Small and proposed a service innovation that businesses turned these tech problems into a billionin the Million United States dollar opportunity.

8% will pay to $199/ month to eliminate downtime.

320

Uptime becomes a $1 billion business for Staples.

subscriptions per Staples store creates $1.1 billion in recurring revenue

Services

Mike

Holly

You killed it presenting!

Great stuff – many, many thanks.

Andrew

Megan

…Really digestible and smart. Marilla

Thank you for making today fun and easy. I loved this one so much I just can’t wait for #2.

Helps us answer the questions we knew were coming.

Baba

Noah

Lance

Scott

Karen

Mary

WOW! Amazing Stuff!

I love what you guys do with the brandscans!

A very intriguing Critical for our learning and our thought. success. Great idea, great work, great ink.

Many thanks for the great insights, led to some great ideas today.

Services

Information design Visualizations

Make your data go ta-da! with our custom charts, infographics, and posters. Makeovers

A cure for the common deck â&#x20AC;&#x201D; we offer editorial and design services that will inject extra power into your PowerPoint. Prototypes

Have an idea you need to take to the next stage? We will work with you on mock-ups and prototypes.

Services

Visualizations

One engagement: From 2.5% FTE / 45 hrs

Make your data go ta-da! with our custom charts, infographics, and posters. We worked with the Bank of America planning team to visualize product and communication opportunities among under-targeted customer segments.

Gold Privileges

Required Assets

Retention Motivation

category

Platinum Privileges Plus

$50K-$100K Combined Assets

$100K-$250K Combined Assets

Life Stage Savings Bonus: Earn $15 bonus for every $10K in Money Market Savings balances, up to $75/year

- Income less than expenditures. Starting to live off savings. Satisfied with annual return on savings balance

Bonus Credit Card Cash Back: Earn a 25% cash back bonus on Bank of America Credit Card

- Have a card they're happy with. Not a heavy card user. Happy with current cash back bonus

- Higher earn rate for heavier card users packaged with experiential rewards/special perks R

- Starting to speend retirement savings to maintain quality of life. Comfortable with their current retirement plan and level of guidance

- Interested in more control over investment portfolio and will become more active of an trader/investor. Financial portfolio is evolving and need a higher level of advice and guidance. R

- Less frequent traveler that can still earn savings on ATM fees

- More frequent traveler that can benefit from unlimited savings on ATM fees R

- Income less than expenditures. Looking for a better return on annual savings balance R

Savings Bonus: Earn $15 bonus for every $10K in Money Market Savings balances, up to $150/year

Values and Appreciates

Values and Appreciates Bonus Credit Card Cash Back: Earn a 50% cash back bonus on Bank of America Credit Card. Visa Signature® Experiential rewards with special perks and "Once in a lifetime" experiences

- Living off savings. Satisfied with annual return on savings balance

- Living off savings . Higher return on annual savings balance R

- Savings Bonus: Earn $15 bonus for every $10K in Money Market Savings balances, up to $375/year

Values and Appreciates

- Not much of a traveler

- Bonus Credit Card Cash Back: Earn a 50% cash back bonus on Bank of America Credit Card

- More frequent travelerR

- Visa Signature® Experiential rewards with special perks and "Once in a lifetime" experiences

Values and Appreciates

- Earn up to $200 Monthly Travel Fee Statement Credit for incidental travel purchases like baggage fees, airport lounge access and more

Values and Appreciates

Retirement Phase

Investment Discount: Receive up to 30 $0 trades/month for self-directed investment account.

Values and Appreciates Guidance

Free Banking Services: Receive rebate of all ATM transaction fees for using a non-BAC ATM, up to 6 times/year Home Loans Discount: Receive 25 basis point reduction in discount points at closing on Bank of America First Mortgage

Privileges Experience: Priority service by phone and in person with expedited service and personalized attention

Convenience

- Downsizing living standard to capitalize on built equity. No mortgage through BAC. Still owe on home and looking to refinance. R

- House is paid off

Values and Appreciates - No need for complex service requests

- A need for more complex service requests R

Ease of Doing Business - No need for more personalized service

- Appetite for more personalized service R

Convenience

Free annual finacial planning guidance meeting with Financial Solutions Advisor

- Comfortable with their level of investment activity. Moderate trader/investor. Comfortable with the current level of advice and guidance

Guidance

Free Banking Services: Receive rebate of all ATM transaction fees for using non-BAC ATMs, unlimited time/year

Home Loans Discount: Receive 37.5 basis point reduction in discount points at closing on Bank of America First Mortgage

Privileges Experience: Platinum Direct Access with dedicated phone number to a live team of experts for inquiries and service requests.

- Assistance switching accounts from another financial institution

Values and Appreciates Guidance

Convenience

Free semi-annual finacial planning guidance meeting with Financial Solutions Advisor Free Banking Services: Receive rebate of all ATM transaction fees for using non-BAC ATMs, unlimited time/year Home Loans Discount: Receive 37.5 basis point reduction in discount points at closing on Bank of America First Mortgage

Values and Appreciates

Ease of Doing Business

Investment Discount: Receive up to 100 $0 trades/month for self-directed investment account.

Convenience

Values and Appreciates

Guidance

Values

- Want a very active role in their retirement performance. Heavy trader/investor. More complex 'jobs' require deeper and Appreciates contact/guidance R

Values and Appreciates

Privileges Experience: Platinum Direct Access with dedicated phone number to a live team of experts for inquiries and service requests.

Ease of Doing Business

Ease of Doing Business -

Guidance

- Assistance switching accounts from another financial institution

Before

We started with a 26-page deck outlining benefits for different customer tiers and motivations for upgrading, and an Excel spreadsheet.

Platinum Plus

ier Motivators Assigned to Financial Lifestage Behavior

Retain

Platinum

Upgrade to Platinum Plus

Retain Platinum

Gold

Upgrade to Platinum Join Gold

After

<$50K

Investable Asset level

$51-10 0K

$101$250K

<$50K

$51-10 0K

$101$250K

<$50K

$51-10 0K

$101$250K

A single-slide chart that shows available motivators(34%) for eachIndependent tier Habit-forming (7%) Accumulating (23%) of customers at different life stages. 43% 16% 23% 27% 14% 25% 18% 9% 23% % of BAC population

ovation dance ues & Appreciates se of doing Business nvenience st/Stability 38

This is just another way to look at the charts

Services

<$50K

$51-10 0K

$101$250K

Retiring (34%) 5%

10%

15%

We take multiple data sets, bring them to one scale, and graph them Cigna | Dashboard side by side to look for correlations.

3.  Brand Index clearly going up when marketing campaign executed

Supreme Court Act Rulling

HealthSpring Acquisition

Attention

9.0

8.0 06-‐01-‐2011 07-‐01-‐2011 08-‐01-‐2011 09-‐01-‐2011 10-‐01-‐2011 11-‐01-‐2011 12-‐01-‐2011 01-‐01-‐2012 02-‐01-‐2012 03-‐01-‐2012 04-‐01-‐2012 05-‐01-‐2012 06-‐01-‐2012 07-‐01-‐2012

(Number of Articles)

Summary:! dashboard! Cigna peak 10/24/11 Value: 53

Volume

2.  Spike at major events (M&A and regulations, etc.)

(Score)

Appeals court says individual insurance mandate unconstitutional

10.0

Headline

1.  Most metrics going up over the year except ﬁnancials

Brand Index

Cigna | Dashboard

Cigna peak 06/28/12 Valuex: 23

566,862! 1 6/1/2011

7/1/2011

8/1/2011

9/1/2011

10/1/2011

11/1/2011 12/1/2011

1/1/2012

2/1/2012

3/1/2012

4/1/2012

5/1/2012

6/1/2012

7/1/2012

7/1/2011

8/1/2011

9/1/2011

10/1/2011

11/1/2011 12/1/2011

1/1/2012

2/1/2012

3/1/2012

4/1/2012

5/1/2012

6/1/2012

7/1/2012

Share price

Financial

($)

Total ! mentions! Social Web Search Volume

35 6/1/2011

100

(Normalized Score)

Share of ! mentions!

+130% YonY! + 41% QonQ!

60 2011-‐06-‐05

2011-‐08-‐28

What was in-market?

Twitter (86%, + 30 YonY)! Blogs (2%, - 11pts YonY)! 2011-‐11-‐20 2012-‐02-‐12 Forums (3%, - 5pts YonY)! Facebook (9% - 9 pts YonY)!

TV, Print, Radio

2012-‐05-‐06

2012-‐07-‐29

TV, Print

(Mar 5 ~ Jun 3, 2012)

(Sep 19 Nov 13, 2011) the significance of individual deviations and In our business-intel work, we apply analysis techniques to~understand their co-occurrence across multiple sets.

(source: BrandIndex, Google Insights for Search, Factiva)

Volume:! January - March!

10000! 9000! 8000! Fraudulent Gift Card Giveaway on Facebook!

7000! 6000! 5000! 4000! 3000! 2000! 1000! 0! 1-Jan!

8-Jan! 15-Jan! 22-Jan! 29-Jan! 5-Feb! 12-Feb! 19-Feb! 26-Feb! 4-Mar! 11-Mar! 18-Mar! 25-Mar!

Overall !

In socialsentiment! media analysis, we routinely look for correlations between marketing and PR campaigns and spikes in conversation volume.

Services

Positive +!

Negative -!

Pos/Neg!

Neutral =!

Q1’12!

11% (62,354)!

7% (39,680)!

1.6!

82% (464,826)!

Q1’11(Y/Y)!

12%!

7%!

1.7!

80%!

For the Boston Chamber of Commerce, we designed a white paper that illustrated the talent index of the worlds top markets.

Services

Television Spot Prod

Strategy

STRATEGY" This is placehold information. Plea and permissions information key t

PROJECT BRIE This is placehold information. Plea and permissions information key t "

Creative

KICKOFF" This is placehold information. Plea and permissions information key t

CONCEPTING" This is placehold information. Plea and permissions information key t

GOVERNANCE" This is placehold information. Plea and permissions information key t

We worked with the project management team to distill a series of Visio flowcharts down to a single-page process diagram and checklist.

Services

THE INFO-ENTIAL Mindset

Motivation

Shopping

I have an inner drive. It’s a passion in the things I believe in, and the things I do. And I am not afraid to share these feelings with the people around me, especially my friends and my family. People respect that, and that’s important to me. I am involved in my community, and if I feel strongly about a cause, I am going to go out and join it. So, I do volunteer. I am not afraid to lead and get involved. I usually get my friends involved too. I love seeing things work out in the end for people too – I feel that if you believe in yourself, any change is possible. Look at those people on Extreme Makeover.

I care a lot for my family, and a lot of people depend on me. Because so many people rely on me, I need to make sure I am making the best possible decisions. I make sure of that by really understanding information, options, and other people’s opinions. I do a lot of reading – magazines and newspapers and online – this really helps me to form my opinions and make sure I am doing the right thing for myself, and my family. I also watch news programs to help me get all the information that I need. Once I am done with all of that, I can think about it, determine what my opinion is, and then take action.

I am the chief household investment officer, and stretching our family’s dollar is part of the way that I provide for my family. I definitely have my ‘go-to’ places where I know I am going to get a good deal. The ones that come to mind for me are Kohl’s, Target, Wal-Mart, Old Navy… the usual. I tend to notice their advertising a bit more on TV. When it comes to shopping though, I usually will use coupons and Sunday inserts to determine where I’ll go shopping. I will also go online and look for coupons on certain websites, like coupons.com. Even better, is sharing coupons with my girlfriends, mom, and sister. I got a killer deal the other day on my Facebook account. Also – I am more likely to notice, remember and then use an offer if I can carry it – so portability is key.

I’ll be 50 this year. I have 2 beautiful daughters that I raised as a single Mom. I have 4 grandchildren 2 boys 2 girls... I believe life is what you make of it. I believe you can do and be anything you want. If I can help someone or put a smile on someone’s face it has been a good day. 51yo, $60k HHI

home

56% married, 2 kids

9 pm

Continuing education (127 index)

ca r

6 pm

73% are caregivers

3 pm

Shop at Wal-mart, Macy’s, Cole’s, Target

12 pm 9 am

rk wo

onli ne

6 am

book

television

r pe pa ws ne

dv d/ vid eo

io rad

ma ga zin e

cd/mp3 r1

i138

TELEVISION

i111

i83

i128

i84

i91

i77

i78

i91

r10

i67

r11

i109

For mapped time-spent information Coa media Ci planning project, N we Sthave Dm E Be MAGAZINE RADIO ONLINE for each weekday hour to create a media map for a target profile. Darker cells indicate a higher probability of the target spending time with that medium. COUPONS

CIRCULARS

Services

NEWSPAPER

IN-STORE

DIRECT

E-MAIL

BRANDED ENT

r12

i43

r14

i86

r13

i73

Oh Sm Mo

OUT-OF-HOME

SOCIAL MEDIA

MOBILE

the ReSPONSIBILItY PROJeCt GROWING BUSINeSS

137.4 FANS

1 6,4 5 6,1 5

THEY LOVE

BASEBALL

[M]

BASEBALL

MILLION

WEAK (62.4M) 50M/50F - 47yo $64K HHI- 38% SOUTH - 59% college + 74% white

CASUAL (59.2M) 60M/40F - 47yo $69K HHI- 29% SOUTH - 60% college + 79% white

ThaT’s greaTer Than The daily circulaTion of The game 31.8%

Ballpark experience 9.4%

Playing ball 11.2%

28x

A game event 15.3%

17x

Family & Friends 20.6%

Nature of the sport 5.9%

Watched baseball growing up

11-60

60+

1-10

11-60

People who watched baseball as kids watch more games today

60+

COLLAR

18% BLUE COLLAR

60%

61.9%

ARE 55 OR OLDER A 123 INDEX

ARE WOMEN

ARE BETWEEN 21-34

A 123 INDEX

A 122 INDEX

E M B LE M H E A LT H M E M B E R S : I N D E X VS . G E N E R A L P O P U L AT I O N AT LEAST SOME COLLEGE

125

AVERAGE

100

ASIAN

148

BLACK

143

AVERAGE

100

PROTECTIVE SERVICE

parents

children

54%

[Z]

of conversations about baseball take place outside of home

spouse

[R]

friends & colleagues 0

[R]

more likely to be avid fans themselves

78.9 PERCENT

WHITE

each has spent

minutes

DIVORCED

with the brand

AVERAGE HEALTHCARE ARTS & MEDIA

100 100

AVERAGE

104

MARRIED

seconds

(Time spenT on WashingTonposT.com per visiT: 1 minuTe 20 seconds)

54%

TIMES

4:35

HISPANIC

162 158

EDUCATION & LIBRARY

time

of Emblem members describe it as health insurance for the working people of New York.

time

61%

The siTe has enough arTicles

time

To fill 19 issues of Time

[R]

watch baseball with others

People who regularly talk about baseball are

179

COMM. & SOC SERVICE

on average

Number of games watched per season

TIMES

39.9% 24.9%

RENT THEIR RESIDENCE

47% 37% WHITE

NOT EMPLOYED

BASEBALL IS SOCIAL People with fans in the immediate family are

40%

OWN THEIR RESIDENCE

HIGH SCHOOL OR LESS

Father 24.1%

Didn’t watch baseball growing up

[R]

1-10

70x

Media 2.9%

Childhood 68.2%

20 – 60 year old middle class blue collar worker. Baby Boomers working in the public school system. Service people... Good, hardworking folk. We w o r k i n th e th e a te r !

A YEAR ON AVERAGE

(aBoUt halF oF these visits WeRe oRGaNiC)

[B]

Typical EmblemHealth members describe themselves:

$45,713

Top-of-mind associations: only 8% negative 43% - team name // 19% - game related // 2% - players // 7% - ballpark experience // 13% - misc positive // 8% - negative // 6% - no association

HOW THEY BECAME FANS Misc. 2.9%

RESPECT BY THE NUMBERS AN EMBLEMHEALTH MEMBER MAKES

people have visited the WeBsite siNCe laUNCh

[R]

AVID (22.1M) 64M/36F - 45yo $68K HHI- 30% NE - 56% college + 77% white

BUILDING BRAND

[Z]

more likely to be heavy viewers (60+ games per season)

say it’s a health insurance that’s affordable.

69% 62%

say it’s the health insurance with a history in New York.

say it’s the health insurance for people “like me.”.

[N]

World Series HH Ratings

O UTS I D E R ’S V I E W O F E M B LE M H E A LT H M E M B E R S

together, people have watched WEEKS

We need to attract an additional

200,000

VIEWERS

Relationship between All-Star game ratings and average ratings of the Fox Saturday Games leading up to the ASG A18+ Ratings 2000-2010

86,150,577

to the FOX Saturday broadcast in order to deliver an additional 1 million viewers to the World Series

[G]

Search volume for “World Series”

People who have a team they actively dislike are

TWICE

minutes with the brand

World Series HH ratings

MORE THAN

[Z]

more likely to be heavy baseball watchers (60+ games) than those who don’t

Age

Gender

keyword age distribution

keyword gender distribution

50+

380,863

Female

35-49 25-34

Q: What interests you about teams other than your favorites?

Male

18-24

0% 5% 10% 15% 20% 25% 30% 35%

Dodgers

Mets

20%

40%

60%

80%

Astros [D]

Keyword search distribution suggests that different MLB teams might appeal to different demographics

Research sources: [B] MLB, [D] Microsoft Data Mining Tools 2010, [G] Google Trends 9/10, [M] MRI 2010 Upfront, [N] Nielsen Media Research 2010, [R] Russell Marketing Research for Hill Holliday 9/10, [Z] Zoomerang for Hill Holliday 9/10

10,588 went to libertymutual.com and requested

<10

[B]

Research credits: Bill Letson, Shakira MacLyons, Jenna Swan-Gross, Chris Plating, Ilya Vedrashko, Kerry Sette, Megan Kent, Seb Maitra, Paul Pereira, Justin Pagel, John Friedman, Stephen Bagdasarian, Jillian Lusk, Danielle DePiano, Julia Nizinski, Traci Greer, Jeff Zannella, Laura Nelson, Dana Braverman, David Hill

“ every day through good health and bad, Hard working means people that go to work

and do not leave their employment

on that particular day

until the entire job is done.

quoTes

“

Relationship between World Series ratings and average ratings of the Fox Saturday Games between ASG and end of season A18+ Ratings 2000-2009

of video and have spent

S ources: Scarb orough Research 2010 Carb onview Research 2010

Data scrolls and foldouts are an engaging alternative to an otherwise forgettable deck “appendix”.

Services

Makeovers

One engagement: From 2.5% FTE / 45 hrs

A cure for the common deck — we offer editorial and design services that will inject extra power into your PowerPoint.

NOTE: Domes-c Data – How can we make these bullets into something more graphic?

We have so many assets to help our cause! RANKINGS: •  The #1 largest retail deposit market share in the U.S. (2)

Before

•

No. 3 in U.S. credit cards

•  •

No. 1 in online banking capabili-es No. 1 mobile bank with 9.7 million ac-ve users

SIZE/STATS:

•

Approximately 57 million consumer and small business rela-onships

•

5,651 banking centers

•

17,255 ATMs

•

$1.8 trillion in client balances in Merrill Lynch Wealth Management

•

30 million ac-ve online banking users

We have so many assets to help our cause!

After

Services

Before

Responsibility Index - Phase 1 Deﬁning and dimensionalizing responsibility June 8, 2012

After

…I work hard. I pay my bills. I take care of my family. I pay my taxes. I save for a rainy day. I tell the truth. I volunteer in the community. I do my chores before gooﬁng off. I recycle, reuse and reclaim. I eat healthy. I limit how much I drive. I am a wonderful mother to two children. I work full-time. I have insurance. I am honest. I give to charities. I obey the speed limit even when I am running late. I tell cashiers when they make a mistake in my favor. I provide shelter to my family. I keep food in the house. I assist my kids with school work. I don’t rely on anyone to support me. I prioritize projects. I keep a home. I pick up after my dogs. I teach my students. I Responsibility Liberty don’t extend my credit beyond my means. I drive Mutual Index cautiously and defensively. I don’t blame others. I take my dog to the vet. I pay my mortgage. I exercise. I only buy what I need. I move shopping carts from parking spaces. I live within my means. I clip coupons. I go to the doctor. I check in on my mother. I am courteous to others. I vote. I treat people with dignity and respect. I Services use snow tires. I follow the law. I go to church. I pick up trash outside. I make sure everyone has lots of hugs. I

Prototypes

One engagement: From 10% FTE / 180 hrs

Have an idea you need to take to the next stage? We will work with you on mock-ups and prototypes.

They can also check out their Moodcloud, which is a visual compila8on of their tagged social ac8vity. On top is a Tumblr like aﬃrma8on quote, from which they can choose from by…

MojoBody app is designed for teens to express and record their moods.

Services

To explore the issues surrounding leanback viewing of online video, we have developed Youtoonies.com, a non-stop stream of retro cartoons pulled from YouTube using its “related videos” algorithm. (design by James Adame and Bryan Moehlenkamp)

Trendmobs.com is a Twitter-based tool we have built to explore Twitter’s trends algorithm.

Services

Dataworks Raw cuts

We’ll extract, slice, dice, and analyze a chunk of raw third-party data for you. Exploration

Don’t know what it is but you’ll recognize it when you see it? We can take a data set and mine it for interesting patterns. Experiments

Trust but verify, by conducting low-cost, experimental projects.

Services

Raw cuts

One engagement: 5% FTE / 90 hrs

Work with us to look for patterns hidden deep inside massive longitudinal data sets. We’ve worked with the following sources:

Government The US Census

Births, deaths, incomes, commutes, education, origin, occupation, migration, wealth, and a lot more.

National Hospital Care Survey

Healthcare statistics that answer key questions of interest to healthcare and public-health professionals

U.S. Bureau of Labor Statistics

Inflation and prices, occupation outlook, productivity, consumer expenditure.

Center for Disease Control Data on conditions, obesity,and nutrition.

SEC

Quarterly and annual corporate filings.

American Time Use Survey

Measures the amount of time people spend doing various activities, such as paid work, childcare, volunteering, and socializing.

Services

Data.gov

Data sets that are generated and held by the federal government: earthquakes, nutrition information, hospital care outcomes, occupation numbers, more.

Also

• Historic weather data • Flights • Sports participation and injuries • Government contracts

Open Pew Research

Survey data on various aspects of Internet usage, global attitudes, social and demographic trends, and religious knowledge.

StateHealthFacts.org

Data on more than 700 health topics, as well as healthcare reform.

The General Social Survey

HOT

Demographic characteristics and attitudes of residents of the United States. In-person interviews since 1972.

Kaiser Health Poll

Searchable archive of health-related public opinion questions that allows users to know what Americans think and have thought about health issues over time.

Subscriptions Forrester Technographics Benchmark Survey Technology adoption and media usage.

HOT

TiVo Stop / Watch

Program and commercial spot television viewership data for DVR households.

Terapeak / eBay

Volume of searches and purchases of goods on eBay.

Simmons / MRI / Comscore

Syndicated research data via media department.

Yankelovich MONITOR

Annual survey with questions about finances and spending, anxiety and outlook, health and wellness.

At extra cost HOT

BrandIndex

Tracks public perception of thousands of brands around the world, every day.

Ace Metrix

Measures effectiveness of newly aired TV spots through panel surveys.

Keller Fay TalkTrack

Syndicated, word-of-mouth data measures brand mentions in offline conversations.

Fliptop / Rapleaf HOT

Turn email addresses from an inhouse list into rich detailed profiles based on available social data.

Skyhook

Crowd-density data for any GPS coordinate, from a provider of mobile GPS technology.

Extractable Radian6 / social posts

Social media content (blogs, forums, tweets) for any keyword published in the past 30 days.

Search keywords

Mining search data from Google Insights, Google Ad Planner, AOL academic dataset, Compete.com, Spyfu, and other sources.

Customer reviews

Product and service reviews extracted from Amazon, Yelp, Angie’s List and other sources.

Also

• Craigslist postings • Related products graph (Amazon) • Sentiment from large quantities of text (e.g all car reviews) • Business addresses

Services

Exploration

One engagement: 5% FTE / 90 hrs

Donâ&#x20AC;&#x2122;t know what it is but youâ&#x20AC;&#x2122;ll recognize it when you see it? We can take a data set and mine it for interesting patterns. For a new business project, we analyzed communications effectiveness of several competing brands and assembled our findings into a series of scorecards that brought together a wide range of sources.

Services

Disconnect We found that Audiâ&#x20AC;&#x2122;s press releases emphasized luxury over other attributes, but people largely talk about the carâ&#x20AC;&#x2122;s speed.

Services

Experiments

One engagement: 5% FTE / 90 hrs

Trust but verify, by conducting low-cost, experimental projects.

For TVnext 2012, we investigated how the presence of a second screen affects memory of TV content. To simulate the effect of watching a TV with the mobile phone on, we created a video player that showed two concurrent video streams to a group of 600 online survey respondents divided into three groups. Concurrent consumption of mobile and TV content strongly and negatively affects recall and preference rates of TV content. People get distracted when they fiddle with their phones while watching TV; they are less likely to remember or like the TV content than when the TV is the only medium being used.

Services

For a new business pitch, we set up an online store to understand what combination of creative messaging and offers will result in the highest conversions.

When creatives launched JerzifyYourself.com â&#x20AC;&#x201D; a side project that was about to go viral â&#x20AC;&#x201D; we hooked up a bunch of sensors that helped us understand how content propagates online.

Services

Following up on our work on understanding haircut culture, we conducted an experiment to evaluate the strength of the haircut as a signal of occupation, age, and income. We surveyed four independent groups of 100 men who were presented with four versions of three characters.

The character on the right was identified as 11.16 years younger than the one on the left.

The character on the left was identified as making $7,990 more a year than the one on the right.

Services

For TVnext 2011, we wanted to understand potential barriers surrounding the adoption of connected TV devices. We selected five Boston-area families, cut off their cable, and had them live with either Roku, Google TV, Boxee Box, Apple TV, or an Xbox for a week.

Services

Neuro-cognitive optimization

NEW

We will use cutting-edge models of cognition and methods from the frontiers of neuroscience, cognitive science, and experimental psychology to identify the true processes underlying your consumers’ behavior and the effects of your marketing efforts.

Neuro-cognitive profile

Biosignal analysis

We will develop neuro-cognitive models of your customer personas and their decisionmaking processes to identify the ideal persuasive strategy. We will consider such factors as cognitive reflection, sensation seeking, and conscientiousness. We will also analyze the psychological descriptors of the actual decision, whether it is intuitive or deliberative, is maximizing or satisfying, and involves exploration or exploitation concerns. Together, we can identify the routes of persuasion that are maximally effective in changing behavior.

We will use a range of biosignals — from EEG waves to pupil dilation— to measure and maximize emotional response to your communication materials.

Call now to schedule a group presentation about how you can apply neuro-cognitive principles to improve effectiveness of advertising.

Human factors checklist We will run your content against a checklist of factors that significantly predict how well your communication will be attended to, processed, remembered, and recalled.

Behavioral content optimization We will use behavioral experimentation to identify which creative pieces are most likely to influence consumers’ purchase behavior. This analysis will identify the persuasive levers that lead to the greatest relevant behavior change, rather than changing consumers’ beliefs about the world. Services

Services

Package deals

Book time now and decide how to use it later. XXL

When nothing less will do.

80% FTE / 1440 hrs - Analyst: 1040 hrs - Data: 240 hrs - Graph: 160 hrs

40% FTE / 720 hrs

20% FTE / 360 hrs

On-demand services for demanding accounts.

Regular-sized, on-call support. M

- Analyst: 520 hrs - Data: 120 hrs - Graph: 80 hrs

- Analyst: 260 hrs - Data: 60 hrs - Graph: 40 hrs

10% FTE / 180 hrs

A great thing in a small package.

- Analyst: 130 hrs - Data: 30 hrs - Graph: 20 hrs

5% FTE / 90 hrs

The research “fire extinguisher.”

- Analyst: 65 hrs - Data: 15 hrs - Graph: 10 hrs

Services

Undisclosed location

We have assembled a world-class intelligence team of cross-discipline analysts with complementary business and academic backgrounds from top organizations.

Clarissa Hillen

Rob St. Louis

AndrĂŠs HernĂĄndez

Consumer Anthropology MSc, VCU Brandcenter

Cognitive Neuropsychology Brown University

Data Design Full Sail University

Jared Adler

Bill Letson

Laura Nelson

Behavioral Economics Rice University

Big Data Dartmouth College

Netnography MSc, Simmons College

Christopher van der Lugt

Chris Sherrill

Ilya Vedrashko

Business Strategy

Business Strategy MBA, Kellogg

Media Studies MSc, MIT

MBA, Northeastern University

Director, Business Intelligence

Director, Consumer Intelligence

Interest Form

Your client

See anything you would like for your account? Let us know and we will follow up with a proposal.

Publications

FTE

Hours

About people Brandscan

Social listening reports.

50%

900

Tribal life

Following 100 social media users for six months.

20%

Genpoppers

Reports on quick surveys.

10%

180

News / talk

News monitoring.

10%

180

Drilldowns

Reports on handpicked topics.

Digital personas

Artifacts from a digital life.

10%

180

Marketscan

Track performance records and their drivers.

50%

900

Brand metrics

Measure brand metrics against marketing efforts, quarterly (mo / wk upon request).

10%

180

Strategy

Marketing priorities and growth strategies.

Financial / KPI

SEC filings analysis and proprietary data.

10%

180

Channel

Monitor spend volume by channel.

Digital trafiic

Online patterns around a specific brand.

10%

180

Headlines

Volume, sentiment, seasonality of news.

10%

180

About business

Package deals XXL

80% FTE

40% FTE

20% FTE

10 % FTE

5 % FTE

1440 hrs

720 hrs

360 hrs

180 hrs

90 hrs

Services

FTE

Hours

Social listening Social intelligence

Use social data to analyze an issue of interest.

Social analytics

Examine, measure and benchmark competitive social media activities.

Culture mining

Collect cultural artifacts and inspiration triggers.

Intelligence & analysis

Deep dive into a company and its environment.

Monitoring & measurement

Monitor performance and outcomes.

10%

180

Modeling & innovation

Reverse engineer existing initiatives.

Business analysis

Information Design Visualizations

Custom charts, infographics, and posters.

2.5%

Makeovers

Editorial and design services.

2.5%

Prototypes

Idea mock-ups and prototypes.

10%

180

Dataworks Raw cuts

Extract and analyze data set to order.

Exploration

Explore a data set for patterns.

Experiments

Low-cost experimental collection.

Neuro-cognitive optimization Cognitive profile

Identify an ideal persuasion strategy for a specific decision context.

Call for a quote

Biosignal analysis

Measure the unconscious emotional reaction to content.

Call for a quote

Human factors checklist

Analysis of factors influencing persuasion and recall.

Call for a quote

Identify winning content through experimentation.

Call for a quote

Behavioral content optimization