Tuesday, January 21, 2014

Shift to Digital: Part 4 - Brand and Category Leadership

What position do we occupy in the mind?

This is the continuation of thinking about 'the shift to digital'.  The last post on the topic listed twenty questions that need answers when thinking about Driving Growth.  This set of questions focuses on what it might take to establish brand and category leadership.   As such, they focus a lot more on understanding consumers and customers because the mind is the most difficult thing to change.
  1. What segments emerge from existing marketing activities?
  2. What roles do existing product categories/segments play in driving store traffic?
  3. What categories impact share of mind, share of wallet and cart size?
  4. What segments exist based on how people shop?  (touch points, timing, content consumption)
  5. How much and what type of information is needed to impact choice?
  6. What digital metrics correlate with or predict sales?
  7. How do consumers use shopping channels (store, catalog, ecommerce) differently?
  8. What level of penetration is required for a loyalty program to impact store sales?
  9. What type of cadence generates the desired behavior by segment by category by channel?
  10. What consumer segments based on loyalty are a good proxy for the entire franchise?
  11. What level of personalization moves the needle at an acceptable cost?
  12. Does the pattern of consumer interactions mimic merchandising allocations?
  13. What jobs need to be done by the consumer that have the most impact on transactions?
  14. Do some categories do better in printed flyer, and others in the digital channels (flyer, email, mobile, display)
  15. What is the impact of the gap between “Say – Do” on sales?   (eg add to list, but not buy)
  16. How much of the journey do we need to see in order to impact choice?  
  17. What is the lift associated with personalized offers based on transaction history?
  18. What is the value of own-brand vs. manufacturer brand in driving behavior?
  19. What is the contribution of owned, paid and earned media?
  20. Where do out customers go to find information?
For each question there is a set of data than can be cobbled together to help answer it.  A key element is being able to reduce digital interactions to a point, i.e. geo-locate the activity.    And that space will be the subject of another post - How do we know where it happened?

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