March 22, 2006
The theory behind measuring engagement and Integration’s early experience across media
Jean-Louis Laborie Global R&D Director Integration
Agenda
• Our definition of Engagement • Engagement: the corner stone of MCA™ methodology
• Contact intrinsic Capacity to Engage (CCE) • Brand Effective Engagement Index (BEE) • Learning, insights and warnings
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The theory behind measuring engagement and Integration’s early experience across media
Re:think! The 52nd Annual ARF Conference & Expo
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A Dictionary definition to start
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The theory behind measuring engagement and Integration’s early experience across media
Re:think! The 52nd Annual ARF Conference & Expo
Our definition starting point
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The theory behind measuring engagement and Integration’s early experience across media
Re:think! The 52nd Annual ARF Conference & Expo
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What is Engagement? A consumer’s attitude… • A positive consumer’s attitude … … Resulting from the communications (direct or indirect) … • Of a given brand • of a given category (product/service/etc.) • Or delivered through a specific contact / communication channel (mass media or not), • Or via a specific vehicle (a magazine, a radio channel or a TV station, etc.)
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The theory behind measuring engagement and Integration’s early experience across media
Re:think! The 52nd Annual ARF Conference & Expo
What is Engagement? Engagement (as all attitudes) is a mix of • Beliefs • Affects • And intend to act e.g. to communicate, to buy … Engagement can turn into action / behavior • Communicating – either back to the source – or to other, WOM, proselytism, …
• Shopping, • Moving forward along the purchase funnel • Purchasing 6
The theory behind measuring engagement and Integration’s early experience across media
Re:think! The 52nd Annual ARF Conference & Expo
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What is Engagement? To engage it could be said that communication has to give to the consumers something they can: • • • • • •
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Be interested in … Believe … Own … Copy … Pass-on … Act upon …
The theory behind measuring engagement and Integration’s early experience across media
Re:think! The 52nd Annual ARF Conference & Expo
What is Engagement? Engagement is strongly influenced by involvement. But engagement if of different nature.
• Involvement is category related • Engagement is communication related
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The theory behind measuring engagement and Integration’s early experience across media
Re:think! The 52nd Annual ARF Conference & Expo
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What is Engagement? Engagement is strongly influenced by: • The Message • The media • The weight • The degree of receptivity
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The theory behind measuring engagement and Integration’s early experience across media
Re:think! The 52nd Annual ARF Conference & Expo
How to measure Engagement?
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The theory behind measuring engagement and Integration’s early experience across media
Re:think! The 52nd Annual ARF Conference & Expo
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How to measure Engagement? Applying to individuals attitudinal scales to rank individuals from the least to the most engaged But the measurement of engagement can be only relative (likewise temperature)
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The theory behind measuring engagement and Integration’s early experience across media
Re:think! The 52nd Annual ARF Conference & Expo
Engagement : the corner stone of MCA™ the flagship service of Integration
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The theory behind measuring engagement and Integration’s early experience across media
Re:think! The 52nd Annual ARF Conference & Expo
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MCA™ Step 1 A contact can influence consumer attitudes in three ways: • The Cognitive Dimension • The Emotive Dimension • The Behavioral Dimension
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The theory behind measuring engagement and Integration’s early experience across media
Re:think! The 52nd Annual ARF Conference & Expo
MCA™ Step 1
All Contacts
E1
E2 E3
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Information Value Attractive Value Select 10 important
The theory behind measuring engagement and Integration’s early experience across media
Low High Low
CCF
High Rank 1-10
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MCA™ Step 2
All Contacts
E1
Information Value
E2
Attractive Value
E3
Low
High CCF
Low
High
Select 10 important
Rank 1-10
E4 Brands Aware of…
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Associations
The theory behind measuring engagement and Integration’s early experience across media
Brand Experience Scores
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Message & pressure
I n f o r
A t t r
m
a t i o n
a c t i v e
p o w
p o w
e r
T o
p u r
c h a s i n g
p o w
BEPs
CCF
e r
contact
e r
Contact value
Brand association
Intrinsic power to engage of the Contact
Brand communication actual engagement through this contact
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The theory behind measuring engagement and Integration’s early experience across media
Re:think! The 52nd Annual ARF Conference & Expo
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The leap forward: from CCF & BEPs to Engagement Index Contact Engagement Index: CCE (Contact intrinsic Capacity to Engage)
CCE = CCF*100 / CCF average (all contacts together)
Brand Engagement Index: BEE (Brand Effective Engagement)
BEE = BEPs*100 / BEPs average (all contacts, categories & brands together) 17
The theory behind measuring engagement and Integration’s early experience across media
Re:think! The 52nd Annual ARF Conference & Expo
Contact Capacity to Engage : CCE
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The theory behind measuring engagement and Integration’s early experience across media
Re:think! The 52nd Annual ARF Conference & Expo
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Contact Capacity to Engage: CCE
Indirect
Contact Groups
POC/POS
Male Female Total CCF
1 to 1
MMA
S&E
0
19
20
40
60
80
Contact Capacity to Engage
The theory behind measuring engagement and Integration’s early experience across media
100
120
140
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Contact Capacity to Engage: CCE
Indirect
Contact groups
POC/POS
Total 65+ 1 to 1
55-64 yrs 18-24 yrs
MMA
S&E
0
20
40
60
80
100
120
140
160
Contact Capacity to Engage 20
The theory behind measuring engagement and Integration’s early experience across media
Re:think! The 52nd Annual ARF Conference & Expo
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Contact Capacity to Engage: CCE / Top 10
Word of mouth Friends/ Family Recommendation TV Ad Test / tasting Message delivered in Person by Staff or expert Exhibitions/Galleries Packaging Branded Items POC/POS Mag Ad
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The theory behind measuring engagement and Integration’s early experience across media
129 120 117 113 113 111 111 110 110 109
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Contact Capacity to Engage: CCE
CCE varies by consumer’s segment, country, category and stages of the brand purchase funnel
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The theory behind measuring engagement and Integration’s early experience across media
Re:think! The 52nd Annual ARF Conference & Expo
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Contact Capacity to Engage: CCE
By consumer’s segment, examples: The younger the greater the power to engage of internet, TV and radio The older the greater the importance of contacts with social connotation & loyalty programs
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The theory behind measuring engagement and Integration’s early experience across media
Re:think! The 52nd Annual ARF Conference & Expo
Contact Capacity to Engage: CCE By country, examples: Friends/Family Recommendation Q1/2 for most countries But Q3 in Mexico, Pakistan, Italy and Argentina
Packaging in Q1/2 for most countries But Q3 for Argentina and Belgium
TV Ad, Q1 for most countries But Q2 for Singapore, USA and Pakistan
Sponsorship: everywhere in Q2/3/4 But Q1 in Italy, Greece and Chile
Brochures and Inserts: everywhere in Q2/3/4 But Q1 in Thailand and Taiwan
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The theory behind measuring engagement and Integration’s early experience across media
Re:think! The 52nd Annual ARF Conference & Expo
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Contact Capacity to Engage: CCE
By category, examples: High CCE observed for 40-50% of the contacts for TV sets and Cigarettes categories Press Articles/Info show a high capacity to engage for - Beverages, medical and technological categories - And -only for men- cars, TV sets, home PCs and hair coloring (!) categories
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The theory behind measuring engagement and Integration’s early experience across media
Re:think! The 52nd Annual ARF Conference & Expo
Brand Effective Engagement Index: BEE
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The theory behind measuring engagement and Integration’s early experience across media
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Brand BEE versus Category BEE
Category max: 279, But min: 24
Brand max: over 580, But min: < 10
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The theory behind measuring engagement and Integrationâ&#x20AC;&#x2122;s early experience across media
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Brand Effective Engagement Index: BEE
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Effective Engagement Index
Market
255
257
USA
Baby Food Cereals
256
279
France
Mobile phone Net work
278
278
USA
Toys (Boys)
201
25
UK
Pet Food
211
24
Germany
220
24
UK
The theory behind measuring engagement and Integrationâ&#x20AC;&#x2122;s early experience across media
Category
Mobile Phone
Top 3
Bottom 3
Hair Removal
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To conclude:
• Both Engagement Indexes CCE & BEE work • But need to progress to – Take into account: – The propensity of consumers to interact with the brand (the contact or the vehicle) – Actual interactions when it occurs
– Enlarge further the database to make it representative by category, country and target.
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The theory behind measuring engagement and Integration’s early experience across media
Re:think! The 52nd Annual ARF Conference & Expo
Thank you for your attention !
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Jean-Louis LABORIE: jllaborie@integration-imc.com
• After graduating from Ecole Centrale de Paris, Jean-Louis started his career as Research Executive and then Director at Sema – Metra Group (Marketing and Media Research). • After that Jean-Louis held several positions of note with a number of companies: in 1974 he joined Sofres SA as Director and COO and in 1988 became the Marketing Director of Eurocom Group and Advisor to Eurocom’s Executive Committee. • In 1990, Jean-Louis founded The Media Partnership Research. • Between 1996 and 2001, he held the position of Vice-President Research (R&D) at OMD Europe. In 2001 he started his own consulting company, Lab International sarl. • In 2005, Jean-Louis joined Integration as Global Research & Development Director. • Jean-Louis is a member of a number of professional organizations including: IREP (Institut d’Etudes et de Recherches Publicitaires) for which he acted as its chairman between 1978 and 1985 and ESOMAR (European Society for Opinion and Market Research) where he acted as chairman 1988 and 1989. Jean-Louis is currently the chairman of CESP (Centre d’Etudes des Supports de Publicité). • Jean-Louis also lectured in a number of French universities such as Université -Paris 2 (Panthéon-Assas) and is member of the Advisory Board of Research World, the magazine for Marketing Intelligence and Decision Making published by ESOMAR, the World Association of Research Professionals.
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The theory behind measuring engagement and Integration’s early experience across media
Re:think! The 52nd Annual ARF Conference & Expo
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