For Addressable TV to really take off, don’t look at media, don’t look at creative… look at consumer insights research
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.
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.
“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
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: email@example.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!
The term "New Normal" is an oxymoron and other cliche-busters
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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 firstname.lastname@example.org or fill out the contact form.
How do you feel about the cashiers in your local grocery store?
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:
A 15-minute video call is all it takes to begin improving your profitability. Contact us at email@example.com or through the contact form in the site.
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At CEO Analytics we have eliminated bias from our research
At CEO Analytics we eliminate bias by:
Will the "new" CMOs find that data is enough?
A recent article in MediaPost stated: The most successful brands will use this data-driven marketing approach to better understand customers and uncover what drives, inspires, motivates and engages them.
May we suggest that instead of trying to uncover all of that, you focus on the one single thing that will drive sales? Love.
If you are the CMO of a medium-to-large organization which deals with hundreds of thousands of transactions in several retail locations, perhaps the data you should be looking at is not what your customers want... but what they LOVE and are willing to spend money on.
So we agree with the same MediaPost article when it says: Shifting consumer expectations have changed the fundamental elements of the modern CMO role to be one that fuses traditional marketing areas — creativity, branding, strategy, etc. — with growing amounts of data.
CEO Analytics combines advanced mathematics and predictive models to unearth what your customers love and are eager to spend money on. Give us a call for a no-pressure, no-hard-sell conversation on how we can make your life easier and your business richer. Email us at firstname.lastname@example.org
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Captain Stubing had nothing on us.
From May 1977 to May 1986 America had a weekly date with The Love Boat. Captain Stubing and his crew certainly knew what their passengers loved. And so do we.
If there is one industry where knowing what your customers love vs. what they merely want is important, it is the cruise line industry.
To begin with... you only get one vacation per year. So you spend all your money --and available time-- in that single vacation. If you don't absolutely love it... no way you are going to repeat it next year!
Second, when it comes to massive cruising, there is a perception among people who've taken 2+ cruises that apart from "some details here some details there" most giant cruise lines are interchangeable. So there is the very real danger of creating a commodity from what is an expensive decision. So, yes, most cruise passengers are repeat passengers but not necessarily with the same cruise line.
Finding what your best passengers love about your ships is not only crucial, it is a very cost-effective competitive advantage.
So here’s our challenge: if you are a cruise line, call us for a no-pressure, no-hard sell conversation. We’d love to show you how love will make a difference. Drop us an email at email@example.com
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Are we forgetting the human dimension?
Normally, we have the highest respect for McKinsey. We are avid readers of their newsletters, quarterly summaries and everything else they fling our way.
But one thing we did not see in this article is "Make the passenger love you".
We often joke that airlines are the one business where customers hate you and you still make money. However, what would happen if a major airlines ever tried to make passengers love them? Can an airline even be loved?
A passenger with a positive emotional connection with the airline will tend to use it more, be happier, not cause any trouble, refer it to friends... everything that will make the airline more profitable. Who knows, even comedians would stop making cliché airline jokes!
So here’s our challenge: CEO Analytics unearths what your customers really love and are eager to pay money for. If you are an airline, call us for a no-hard sell, no-pressure conversation. We’d love to tackle this one and, who knows, maybe you’ll be the first airline these days to be truly loved.
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CEO Analytics unearths what your customers really love and are eager to pay money for. Our basic promise is simple. We will: increase retention, generate incremental sales and increase your revenues by 3% to 7%