CEO Analytics Blog - CEO - Customer Experience Optimization

November 05th, 2022

11/5/2022

There is no "one why fits all"

Do you want to understand your customers? You have to talk to them! CEO Analytics brings super-accurate, affordable and accessible customer-insights to your sales and marketing. Sales data can only take you so far. We tell you “why” your customers choose.

Experience the future of research, take our 2 minute survey at https://survey.alchemer.com/s3/6460835/CEO-American-Preferences-Q2-2021

Take a look at one of our custom-built dashboards, play around with it, explore 7 distinct topics: https://app.powerbi.com/view?r=eyJrIjoiOTk1ZGQ1N2UtNzFkYS00ZjIwLWJhNzItM2Y3Y2E3ZTNhZThkIiwidCI6ImEzZDFlNzgxLWYyZTQtNDMwOC1hYWRhLWY5YjA4ODdjZTdkMyIsImMiOjN9

Want to bring powerful customer insights and compete against big companies from an equal footing? Hit me up: msalup@ceo-analytics.com

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September 22nd, 2022

9/22/2022

We know "how"... do you know "why"?

Ever since the seminal research "Why Brands Grow" was published in the Journal of Advertising Research in Jan/Feb 2002, it's no secret how brands grow. The question really is why would consumers choose your particular brand? Why do they remain customers? Why do they leave? Why would they come back? CEO Analytics brings powerful, advanced and affordable research that will answers those questions for your brand, product or service. With CEO Analytics you will increase retention, improve customer acquisition and increase your revenues.

Oh, and in case you're wondering...

Small brands grow by penetration: by getting customers to try them

Large brands grow through loyalty: by getting customers to buy them again

Price has a tenuous influence on brand growth. Penetration and loyalty are key

If you'd like a copy of the original paper by Allan Baldinger, Edwar Blair, and Raj Echambadi drop me a line and I'll be thrilled to send it to you. Marcelo Salup, msalup@ceo-analytics.com

September 02nd, 2022

9/2/2022

The wrong question will cost you money

The post says "what amount would you like to invest?" I answered over $400,000. That's the amount I would LIKE to invest. So the person sends me a "proposal" for $400,000 which, of course, I won't do anything about. The correct question is "what amount are you prepared to invest with me?" In which case the correct answer would be "$0". WHY? "Because I don't know you from Adam and I am not going to send $400,000 your way just like that".
CEO Analytics combines the sophistication of Disassociated Conjoint Analysis with a unique and exclusive survey technique to find the real "WHY" every time.
All with a 200% ROI guarantee or your money back. See more at www.ceo-analytics.com.
Where there's a choice, there's a why... and we cracked the code on why.
#choice #choices #analytics #ceo #insights #customerinsights #consumerinsights

For Addressable TV to really take off, don’t look at media, don’t look at creative… look at consumer insights research

10/12/2020

True insights into your customers' drivers is now needed more than ever!

If I were 20 years younger and still in media, I would be all over Addressable TV like white on rice as they say. As an ex-creative (2 Addies) and a 30-year media and strategic planning veteran I can’t imagine a more exciting medium than Addressable TV. Addressable TV is like a dream come true: you deliver the right creative to the right audience in a customized way.

Right now, as this article in Media Village (www.bit.ly/3lvZKHg) points out, there are three ways in which Addressable TV can be bought:

'Single Advertiser Spot Optimization' (SASO): One Addressable advertiser buys the ad unit in its entirety. That advertiser can run multiple versions of creative based on the demographic/ geographic/ psychographic profile of the household.
‘Multiple Advertiser Spot Optimization’ (MASO): Where a single ad unit is split between multiple advertisers based on their audience targets.
‘Aggregation’ which is "basically throwing everything together and mashing it all up".

At the core of Addressable TV lies the advertiser’s ability to fully understand what the right message is for every specific audience and delivering on it. But there are two “must haves” if Addressable TV is going to work.

No… it’s not media! Media people are not typically at the core of the real benefits of Addressable TV… they are just not called into the messaging function.

“Must Have #1”

Real research into the consumer insights that matter… because a lot of conventional research doesn’t really detect what is relevant and to what extent for each segment.

The worst example in the world.

We recently filled out a survey done by a well-known supermarket chain: “On a scale of 1 to 5… how do you rate our cashiers?” Well, I certainly love their cashiers… super nice people, always with a smile, very efficient. Now, ask me just how relevant are they for me to choose that supermarket and the answer is zero. They don’t influence me at all.

A completely different approach.

At CEO Analytics we’ve pioneered the use of Disassociated Conjoint Analysis and sliders to really understand not only what is relevant to each group, but also to what extent. So, for example, working with a very well know weight loss guru we were able to identify 3 factors that were really important to those in the mailing list that had not purchased in the past year vs. those who were steady customers.

Along the way we did other cool stuff:

Predicted what kind of programming a TV network should produce in order to improve their ratings (and even identified which program would be a hit with a younger audience that they weren’t even measuring.
Identified the two unique attractions for older consumers for a Hamburger franchise.
And more

“Must Have #2”

Creatives, are an integral part of the messaging eco-system, but can’t bear all of the responsibility of Addressable TV. Why? While creatives pilot the messaging, they also depend on their copilots to tell them what is important or not to their target consumers.

At CEO Analytics we realized, early on, that all the data in the world doesn’t help much unless you can transform it into intelligence quickly and effectively, so we took pains to create dashboards that allowed anyone in your team, no matter how “techie” he/she is, to quickly understand any group. Among some of the more “fun” charts
:

Four dimensional graphs that quickly allow anyone to see how alike or dissimilar the different targets are for any pair of variables AND for any target at the same time.
Drillable heat maps that show the variables affecting any one factor but shows all the factors in relative size and important to each other
And, again, many more, plus we will create any chart or visualization that a client finds useful

For Addressable TV to work it needs way better understanding of what really drives each target AND the ability to transform that understanding into actionable intelligence. I believe that, at CEO Analytics, we have cracked that particular code. So, can we help you? I don’t know, probably yes, but it begins by dropping us a line: msalup@ceo-analytics.com

We had not been moved to post since the beginning of the pandemic... but this is so perfect we don't feel like adding anything to it. Just enjoy!

8/18/2020

The term "New Normal" is an oxymoron and other cliche-busters

Want to read more? You should! Click here.

If madness is "doing the same thing over and over" and expecting different results...

4/27/2020

Is your customer research sheer madness?

It's time to approach your research from a different and better POV: CEO Analytics. CEO combines advanced statistical methodologies, proprietary algorithms and over 60 years of combined experience to unearth what your customers truly love about you and are eager to spend money on. We predict what your customers will buy.

WARC reports that “Nearly 90% of consumers have changed their behaviour because of COVID-19” and David Kenny, CEO/chief diversity officer at Nielsen said in a recent presentation at the IAB: “Existing models, he continued, also rely on past behaviour, which may not apply in the new environment. “Patterns are changing so quickly that we can’t rely on those models,”

Break away from the cycle, drop us a note at info@ceo-bi-analytics.com or fill out the contact form.

Is your current research misleading you?

12/18/2019

How do you feel about the cashiers in your local grocery store?

If you would like to download the paper click on the picture

We recently filled out a survey...
... by a well-known national grocery chain. Among the questions: “On a scale of 1 to 5, how personable are our cashiers?” Of course we had to give them a solid “5”. The cashiers at that particularly grocery store are great! They are nice people, smile, say “hello” and “thank you”…

Now, ask me, however, how important are those cashiers to you? The answer is a solid “0”.

But somewhere, there is a CMO congratulating himself and saying "... got a solid 5 on the cashiers! High five!" without realizing that his research is misleading him.

Read the rest of the story and learn how CEO Analytics' combination of Disjointed Conjoint Analysis and proprietary algorithms will improve the accuracy of your research, guide you to more effective marketing and increase your customer retention. Email us by clicking here or click on the picture to download our paper.

You want loyalty? Find out what your consumers truly love. Or get a dog.

12/11/2019

Want to read the original Nielsen article in full? Please click on the puppy

Four key findings from the Nielsen article "Battle of the Brands: Consumer Disloyalty is Sweeping the Globe:

Only 8% of global consumers are commited to the brands they purchase. Their take: "It's critical for brands and retailers alike... to better understand what these consumers prioritize". We say it is critical to understand what your customer truly love.

If price used to be the most important factor, that's no longer the case. Price promotion as a choice driver is proving to be less important to shoppers. We say, seriously, understand what your customers truly love because price is not the only driver and discounts are costing you a lot!

Brands should allow prospects the opportunity to provide feedback. We say: CEO Analytics combines the power of Disassociated Conjoint Analysis and predictive algorithms so that the feedback you get is 100% unbiased and accurate.

The bottom line in today’s market is that established companies can no longer rely on the heritage of their household names to keep customers coming back for more. With an overwhelming 92% of global consumers stating that they don’t consider themselves brand loyal, the halos above well-known brands are losing their radiance. We say, don't waste any time, email us for a free one-hour no pressure friendly consultation: info@ceo-bi-analytics.com

"Disloyalty is the New Black" but you can prevent it

7/9/2019

Nielsen finds that "Disloyalty is the New Black"... here's how you can prevent it.

You want loyal customers... but Nielsen finds that more than 35% of your customers are open to switching from you.

CEO Analytics combines the advanced mathematics of Disassociated Conjoint Analysis with proprietary predictive algorithms to unearth what your customers really love and are eager to pay for. CEO Analytics will:

Reduce costly churn
Increase customer retention
Generate incremental sales
Increase your revenues 3% - 7%

We remove all survey biases through a triple randomization process and remove audience biases to sample all your customers..
A 15-minute video call is all it takes to begin improving your profitability. Contact us at info@ceo-bi-analytics.com or through the contact form in the site.
To read the article, click on the picture.

A frank discussion about bias in research

6/21/2019

At CEO Analytics we have eliminated bias from our research

At CEO Analytics we eliminate bias by:

Not-preselecting target groups. We research all your customers. Our software then gives you the capability of slicing and dicing every variable, so you can see information segmented dozens of ways
Triple-randomizing our surveys. There is no "confirmation", "culture" or "order" bias in our surveys

Contact us for a free no-pressure friendly consultation.

To read the original article, please click on the picture