Case Study Global brand tracker to track brand performance
Client: Leading computer manufacturer Industry: Information Technology Business Impact: • Assess market effectiveness • Measure competitor performance
Business Challenge Our client wished to track unaided consideration for their brand as well as their competitors, digging deep to understand the reasons why customers either did, or did not consider their brand. There was a need to compare the performance of brands on key metrics across time. Clients Internal Data (by country): Margin Data, Marketing Spend, Ad-spend, Sales Data
Competitive Ad-spend and Share
Quantitative Primary Research
Qualitative Research (DI’s with VARs, Channels, Consumers, SB’s)
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Analytics
MI/CI (Analysts firms (IDC, Gartner, Forrester, etc.), Journals, Technology Magazines, Press)
Social Media Listening (Leverage specific tools Human + Machine)
Solution Blueocean Market Intelligence’s approach was to move beyond the conventional tracking study and supplement primary research with multiple sources of data. This provided our client with a far richer and fuller picture of what was happening as consumers consider brands and ultimately purchase a PC. Scope: • • • •
17 countries Consumer, SMB Monthly tracking 90,000+ interviews per year
Outcome • Metrics from the study are being used to assess overall marketing effectiveness • Combined analytics (survey and sales data) and qualitative research to uncover the reasons for consideration and preference • Using social media data to examine the role recommendations are playing in a customer’s choice
About Blueocean Market Intelligence Blueocean Market Intelligence is a global analytics and insights provider that helps corporations realize a 360-degree view of their customers through data integration and a multi-disciplinary approach that enables sound, data-driven business decisions. Since we live in a highly dynamic and multidimensional world, we believe the most effective business decisions come from a synthesis of data streams and not from one-dimensional sources. Using our 360 Discovery approach, we ensure the comprehensive use of all available structured and unstructured data sources, enabling us to bring the best to bear against each engagement. Strong decision support is enabled through a combination of analytics, domain expertise, engineering and visualization skills brought together in harmony. Leading companies have benefited from our partnership with financial growth, 360 views of their markets and competition, and improved customer acquisition, satisfaction and retention. For more information or to request a consultation, please email info@blueoceanmi.com or visit us online at www.blueoceanmi.com. Seattle | Phoenix | Denver | Chicago Cincinnati | Bangalore | Dubai | London
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