Case Study – Integrating data in tracking

 

Client’s challenge

There’s a discussion going on between data sources and questionnaires. Most of the time the people involved with questionnaires are researchers and insights managers. Next to that, a lot of companies have analysts in staff. They are always working on tactical issues like optimising the website. But these individual issues aren’t relevant for the chief manager. In addition, the insights manager is being challenged over the questionnaires. The problem here is that neither data nor research seem to make the desired impact in the board room. Nobody seems to have the whole picture.

 

The case

The client wanted to know how they could set up future marketing strategies more efficient and effectively. They wanted to understand the relationship between different data sources more and gain new insights concerning investments such as e.g. PR, price promotions, media, customer satisfaction and social conversion, and find out the drivers for sales.

 

The approach

DVJ Insights uses different advanced analysing techniques that aim to discover patterns between different data sources. To do this, we follow 3 steps:

  1. Assemble all the data the client has
  2. Conduct deep dives where we look periodically at what is happening, so we can learn from it and add the right questions to the surveys
  3. Advanced analyses that uncover which KPI’s drive sales

 

Assemble all data

DVJ Insights integrates all data in the tracking tool. We don’t just look at the data from questionnaires, we also look at sales data, website analytics, behavioural data, PR data and social data. We combine all these sources in one intuitive dashboard. Putting together all available brand data in a meaningful way provides an overview of the brand’s position and the developments over time. The actionable dashboard allows for analyses that provide insight into the brand’s KPI’s, campaign effectiveness and spending.

 

Deep dives

Next, we use storytelling and free associations to better understand the experiences of the consumer and the why behind their behaviour. This helps us to better understand and interpret their behaviour. We can change this during the year, so we can keep learning.

 

Advanced analyses

And lastly, we reveal which KPI’s drive sales.

 

Figure 1

 

The results

The data analyses helped the client overturn accepted truths regarding their marketing strategy in their category. The orientation process of consumers starts earlier than was presumed, and it was proved that digital channels can deliver a unique contribution in strengthening the brand’s position. The insights regarding the amount of media investments helped the client optimise their media planning.

 

Client’s benefit

By integrating and analysing a lot of separate data sources in a meaningful way, DVJ Insights was able to generate new insights for the client. By looking further than just analysing survey-based data, a few important KPI’s that drive sales were discovered where marketing efforts can be of use. Furthermore, we have seen over the past 3 years that integrating data adds a lot of value for our clients. The tracker began to be more relevant for a lot of stakeholders involved. Not only for the analyst, but also for the insights manager, the marketing department and the boardroom. They all get to see the whole picture now.