New York 03/06/15 ,WHAT IS
DAVE?,‣ DATA INSPIRED
‣ ALWAYS ON
‣ VALUABLE
‣ EXPERIENCES,AN EVER EVOLVING IDEA,Apr 2013
THE IDEA,!,May 2013
1st PITCH,!,Nov 2013
1st TRAINING,!,Apr 2014
LAUNCH,!,Jun 2014
NEW TOOLS,!,Jan 2015
END-TO-END,!,Apr 2015
DAVE 2.0,!,O f f i c e s +40,+450,U s e rs,DAVE ON MILES’ MINUTE,DAVE HAS BEEN USED ACROSS MANY CLIENTS, NEW AND EXISTING,(cid:17)(cid:8)(cid:6)(cid:1)(cid:17)(cid:15)(cid:3)(cid:9)(cid:12)(cid:9)(cid:12)(cid:7)(cid:1)(cid:14)(cid:15)(cid:13)(cid:5)(cid:6)(cid:16)(cid:16)(cid:1),(cid:4)(cid:11)(cid:3)(cid:5)(cid:10)(cid:4)(cid:6)(cid:11)(cid:17)(cid:16)(cid:2)(cid:1)(cid:14)(cid:15)(cid:3)(cid:5)(cid:17)(cid:9)(cid:13)(cid:12)(cid:6)(cid:15)(cid:16)(cid:2)(cid:1)(cid:16)(cid:6)(cid:11)(cid:11)(cid:6)(cid:15)(cid:16)(cid:1),Introduction to DAVE – for all ,Applying DAVE Hackathon – for future practioners and Blackbelts ,Selling DAVE – for account servicing ,Advanced DAVE – for Blackbelts ,Why did we create DAVE?,‣ AGENCY DIFFERENTIATION
‣ CONSISTENCY & EFFICIENCY
‣ SHOW THE LOGIC & MAGIC IN CE
‣ BETTER AGENCY INTEGRATION
‣ CREATIVE INSPIRATION,(cid:25) (cid:4)(cid:11)(cid:9)(cid:1)(cid:11)(cid:6)(cid:7)(cid:3)(cid:12)(cid:1)(cid:24)(cid:1)(cid:11)(cid:6)(cid:7)(cid:14)(cid:19)(cid:11)(cid:8)(cid:23)(cid:1)(cid:19)(cid:10)(cid:7)(cid:1)(cid:4)(cid:17)(cid:3)(cid:14)(cid:6)(cid:18)(cid:1)(cid:10)(cid:11)(cid:9)(cid:10)(cid:7)(cid:17)(cid:1)(cid:16)(cid:20)(cid:17)(cid:16)(cid:15)(cid:18)(cid:7)(cid:1),(cid:25) (cid:8)(cid:20)(cid:18)(cid:11)(cid:15)(cid:14)(cid:1)(cid:24)(cid:1)(cid:19)(cid:10)(cid:7)(cid:1)(cid:3)(cid:9)(cid:7)(cid:14)(cid:5)(cid:23)(cid:1)(cid:15)(cid:16)(cid:7)(cid:17)(cid:3)(cid:19)(cid:11)(cid:14)(cid:9)(cid:1)(cid:18)(cid:23)(cid:18)(cid:19)(cid:7)(cid:13)(cid:1)(cid:19)(cid:15)(cid:1)(cid:6)(cid:7)(cid:12)(cid:11)(cid:21)(cid:7)(cid:17)(cid:1)(cid:11)(cid:14)(cid:19)(cid:7)(cid:9)(cid:17)(cid:3)(cid:19)(cid:7)(cid:6)(cid:1)(cid:18)(cid:15)(cid:12)(cid:20)(cid:19)(cid:11)(cid:15)(cid:14)(cid:18)(cid:1),(cid:25) (cid:6)(cid:3)(cid:21)(cid:7)(cid:1)(cid:24)(cid:1)(cid:3)(cid:1)(cid:18)(cid:16)(cid:7)(cid:5)(cid:11)(cid:8)(cid:11)(cid:5)(cid:1)(cid:18)(cid:7)(cid:19)(cid:1)(cid:15)(cid:8)(cid:1)(cid:19)(cid:15)(cid:15)(cid:12)(cid:18)(cid:1)(cid:8)(cid:15)(cid:17)(cid:1)(cid:5)(cid:20)(cid:18)(cid:19)(cid:15)(cid:13)(cid:7)(cid:17)(cid:1)(cid:7)(cid:14)(cid:9)(cid:3)(cid:9)(cid:7)(cid:13)(cid:7)(cid:14)(cid:19)(cid:1)(cid:3)(cid:18)(cid:18)(cid:11)(cid:9)(cid:14)(cid:13)(cid:7)(cid:14)(cid:19)(cid:18)(cid:1)(cid:24)(cid:1)(cid:16)(cid:12)(cid:3)(cid:19)(cid:8)(cid:15)(cid:17)(cid:13)(cid:18)(cid:1)(cid:3)(cid:14)(cid:6)(cid:1)(cid:16)(cid:17)(cid:15)(cid:9)(cid:17)(cid:3)(cid:13)(cid:13)(cid:7)(cid:18)(cid:1)(cid:19)(cid:10)(cid:3)(cid:19)(cid:1)(cid:3)(cid:17)(cid:7)(cid:1)(cid:6)(cid:3)(cid:19)(cid:3)(cid:1)(cid:6)(cid:17)(cid:11)(cid:21)(cid:7)(cid:14)(cid:1)(cid:3)(cid:14)(cid:6)(cid:1)(cid:6)(cid:17)(cid:11)(cid:21)(cid:7)(cid:1)(cid:15)(cid:14)(cid:9)(cid:15)(cid:11)(cid:14)(cid:9)(cid:1)(cid:5)(cid:20)(cid:18)(cid:19)(cid:15)(cid:13)(cid:7)(cid:17)(cid:1)(cid:21)(cid:3)(cid:12)(cid:20)(cid:7)(cid:1)(cid:9)(cid:17)(cid:15)(cid:22)(cid:19)(cid:10)(cid:1)(cid:15)(cid:21)(cid:7)(cid:17)(cid:1)(cid:19)(cid:11)(cid:13)(cid:7)(cid:2)(cid:1),Not a tool, but a philosophy! ,‣ NOT RULES TO FOLLOW.
‣ NOT JUST TEMPLATES TO FILL.
‣ NOT A SINGLE WAY TO APPROACH THE CLIENT CHALLENGES.
‣ NOT A MUST DO APPROACH.,The Roadmap to Key Answers,The Roadmap - Goals & Focus,DIRECTION & DISCOVERY
,Understanding the business challenge and identifying the most valuable customer segments.,IDENTIFYING OPPORTUNITIES
& GENERATING IDEAS
,Identifying key opportunities to act upon and pain points to eliminate within the customer experience.,ENGAGEMENT & STRATEGY DEVELOPMENT
,Defining strategic principles and crafting the value exchange throughout the holistic experience.,IMPLEMENTATION & MEASUREMENT
,Bringing the strategy and idea to life through detailed channel, content and data plans as well as user experience and business rules.,The Roadmap - Key Tools,DIRECTION & DISCOVERY
,‣ Customer Ambition
‣ Personas
‣ Customer Journeys,IDENTIFYING OPPORTUNITIES
& GENERATING IDEAS
,‣ Personas
‣ Customer Journeys
‣ Engagement Ideas,ENGAGEMENT & STRATEGY DEVELOPMENT
,IMPLEMENTATION & MEASUREMENT
,‣ Engagement Ideas
‣ Engagement Strategy Blueprints,‣ Experience Maps
‣ Contact Maps,Framework & Tools,DAVE framework,INS IGHTS & DATA AS FUEL,CUSTOMER AMBITION,PERSONA,CUSTOMER JOURNEY,ENGAGEMENT IDEA,ENGAGEMENT
BLUEPRINT,EXPERIENCE
PLAN/MAP,A snapshot of DAVE in action,NETHERLANDS FRANCE GERMANY BELGIUM SWITZERLAND,FOR,PARIS - FRIDAY, DECEMBER 20TH,22,5 THINGS YOU NEED TO SUCCEED,1,2,3,4,5,A TRULY DIFFERENTIATING LONG-TERM BRAND PLATFORM FOR CENTER PARCS TO BECOME A CATEGORY OF ONE ,A GREAT CREATIVE EXPRESSION OF THE BRAND PLATFORM,A DATA DRIVEN ENGAGEMENT PLAN BUILT AS A VIRTUOUS CIRCLE,A VISION TO DRIVE FUTURE BUSINESS TRANSFORMATION,A GREAT EUROPEAN INTEGRATED TEAM,23,1,A TRULY DIFFERENTIATING ,LONG-TERM BRAND PLATFORM FOR CENTER PARCS TO BECOME A CATEGORY OF ONE ,-,24,THE WORLD WOULD BE A BETTER PLACE IF HOLIDAYS HAD THE PERFECT MIX OF ME TIME & WE TIME ,BEST SELF,MEETS,CULTURAL TENSION,=,QUALITY TIME TOGETHER TO RECONNECT,BEING TOGETHER IS KEY BUT IT’S NOT ALWAYS EASY IN A WORLD WHERE EVERYONE ASPIRES TO INDIVIDUAL NEEDS & DESIRES,25,26,2,A GREAT CREATIVE EXPRESSION OF THE BRAND PLATFORM ,1,A TRULY DIFFERENTIATING LONG-TERM BRAND PLATFORM FOR CENTER PARCS TO BECOME AGAIN A CATEGORY OF ONE ,-,27,28,29,ACTIVITY BOOK,30,31,3,A DATA DRIVEN ENGAGEMENT PLAN BUILT AS A VIRTUOUS CIRCLE ,2,A GREAT CREATIVE EXPRESSION OF THE BRAND PLATFORM ,1,A TRULY DIFFERENTIATING LONG-TERM BRAND PLATFORM FOR CENTER PARCS TO BECOME AGAIN A CATEGORY OF ONE ,-,32,Anne Delpart,PROFILE,PLATFORMS,JOURNEY,Engagement
Fuel,+,-,Customer Initiated,Engagement
Opportunities,Brand Initiated,1,2,3,1,2,3,PHASE A,PHASE B,PHASE C,PHASE D,STORY,WOMAN,39,PARIS IDF,TWO KIDS "Girl 6 years old"Boy 14 years old,GRADUATE SCHOOL,B/B+,“I love surfing the web and spending time on Facebook because I can stay in touch with my friends and chat with them. I like sharing photos and looking at my friends photos from their last holidays. Once, one of my friend posted pictures of his holidays that were so beautiful that I booked at the same place! !,But I’m not always so spontaneous, most of the time I also ask my friends for ideas of destinations or I search on travel sites and forums for inspiration and recommendations. When it comes to booking, I think the best offers are on websites such as venteprivee.com or lastminute.com.!,!,!,When it comes to organizing a family holiday, I’m always the one who takes care of it. Of course my husband and I discuss the places and sometimes we argue about our choices, but I’m always in charge of booking and organizing the trip, I guess I feel more in control, whereas if my husband was in charge I would be worried he’d forget to think of something. Besides I always pack up for the whole family…!,!I love going on holidays with the kids, but it can be really exhausting, I rarely have time off for myself so when we come back home I always need some rest. My dream holiday would be to find a place which allows me to have some time off for me without leaving the family”,Emotional connection of competition,Emotional connection of our brand,Emotional state of user,1,2,1,2,1,2,3,1,2,3,33,3,1,2,3,3,1,2,3,Anne Delpart,PROFILE,PLATFORMS,JOURNEY,Engagement
Fuel,+,-,Customer Initiated,Engagement
Opportunities,Brand Initiated,1,2,3,1,2,3,PHASE A,PHASE B,PHASE C,PHASE D,PC,I buy online to save time,MOBILE,I use shopping apps to compare prices,I look for discount and best offers,I have downloaded about 10 apps (most of them are kids related) ,I plan my trips online,I use my Smartphone for health & well-being family purposes (e.g. diagnosis),SOCIAL NETWORK PRESENCE,Deals & coupons are ones of my favorite mobile ads,I use social media to know what my friends and family are up to,I like sharing my pictures,I like looking at my friends’ pictures, it inspires me,Social media is a place where I ask and answer questions,TRAVEL INSPIRATION,Social networks & friends,Social travel sites,Travel operator sites,1,2,3,1,2,3,34,1,2,3,1,2,3,Emotional state of user,Emotional connection of competition,Emotional connection of our brand,1,2,3,1,2,3,JOURNEY,1,TRAVEL INTENTION,CHILDHOOD MEMORIES [2b]
,I saw a Center Parcs commercial, it makes me think of the great time I used to spend there when I was a kid!,+,ME TOO? [1]
,I saw a picture on Facebook of a friend’s recent trip, perhaps it’s time for a break?,CATCH UP WITH MY FAMILY [2]
,I’m always working, I want to spend more time with my kids. I need a quick and easy disconnection. ,Engagement
Fuel,SCHOOL HOLIDAY IS COMING! [5b]
,I need to plan for school holiday activities to avoid that the kids get bored.,-,I’M CURIOUS [3]
,I saw a TV commercial for Center Parcs. Plus, I received an email with a “Top 25 places to go for family short breaks” it totally made me want to get away!,REDNECKS? [4]
,Quite a few friends told me that CP was a place filed with rednecks…,CAN WE ALL GO TOGETHER? [5]
,I hope my husband will be able to take some time off at the same moment as I will.,Engagement
Opportunities,Brand Initiated,!,IGNITE THE DESIRE FOR A HOLIDAY
Reach families through TV commercials & native ads
Put forward new village openings
Highlight seasonal & last minute offers
Partner with travel sites & bloggers
Leverage social media for always-on content,35,JOURNEY,+,Engagement
Fuel,-,Engagement
Opportunities,Brand Initiated,2,RESEARCH
,Find a destination,PHOTOS INSPIRATION [6]
,I search on Google Images, Trip Advisor, travel blogs and sites. I also Iook at my Facebook friends’ pictures. I love looking at beautiful holiday photos, they really inspire me.,FRIENDS’ ADVICES SENSITIVITY[7]
,I seek advices I can trust so I always ask my friends.,CONVENIENCE PRICE RATIO [8]
,I want to find the right holiday that is nearby home to avoid a long and tiring trip for my children and that isn’t too expensive..,TIME FOR EVERYONE... AND FOR MYSELF [9]
,Is it going to suit all the members of my family? (Is it quiet enough for me to relax? Are there sports activities for my son, a Kids club for my daughter?) ,!,BOOST CENTER PARCS’ ATTRACTIVENESS
Sublimate the wide range of «me & we activities» at CP
Rethink the UX to make it easier to navigate & book at CP.com
Facilitate the choice of villages (by proximity) and activities (by needs,36,JOURNEY,+,Engagement
Fuel,-,Engagement
Opportunities,Brand Initiated,RESEARCH
,Find a place to stay,RESEARCH, RESEARCH, RESEARCH [10]
,I use my computer to explore all the possible places to stay, but I also use my mobile or tablet for it!,WHAT TO ,DO? [11]
,I look at what activities my kids could do and what would I like to do for myself.,WHICH PARC ??[12b]
,I did not realize that there are so many different places to stay and varieties in holiday parcs, Landal, CP…,PERSONAL DEALS [12]
,I just received a notification from Expedia. I like that. I’m curious about it.,HEALTH & SAFETY CONCERN [13]
,Is the place safe? Is there a pharmacy if my kids are sick? ,INFORMATION OVERLOAD [14]
,I feel overwhelmed by all the information and choices. How can I choose?,!,BOOST CENTER PARCS’ ATTRACTIVENESS
Sublimate the wide range of «me & we activities» at CP
Rethink the UX to make it easier to navigate & book at CP.com
Facilitate the choice of villages (by proximity) and activities (by needs,37,JOURNEY,+,Engagement
Fuel,-,Engagement
Opportunities,Brand Initiated,RESEARCH
,Evaluation,[15]
,DEALS HUNTER ,I go on comparison websites such as Expedia or Liligo. I feel best offers are online more than offline. ,REVIEW TIME ,[16]
,Before booking anything, I always consider reviews on travel sites and blogs.,OLD LOVE NEVER DIES [16b]
,I’ve been to these parcs in the past. It’s great for families,TIME CONSUMING [17]
,I spend a lot of time looking at the offers and options that impacts the price.,IS IT THE RIGHT PARC? ,I have a few options left. I really doubt which Parc to choose, since they are all very different…,[17b]
,LOOKING FOR ANSWERS [18]
,I contact the call center because I have many questions: is there a baby coat, linked rooms, etc? But I dislike when I can’t reach the operator or when they don’t have the answers to my questions or do not try to find a solution.,!,BOOST CENTER PARCS’ ATTRACTIVENESS
Sublimate the wide range of «me & we activities» at CP
Rethink the UX to make it easier to navigate & book at CP.com
Facilitate the choice of villages (by proximity) and activities (by needs,38,JOURNEY,+,Engagement
Fuel,-,Engagement
Opportunities,Brand Initiated,3,PURCHASE,EARLY BOOKING [19]
,What really makes the difference when booking is a discount on a room, or a free night especially if I book in advance.,SAFE BET [20]
,Finally, I booked the same place as the one my friend went to. His pictures on Facebook and our conversations totally made me want to book there.,GOOD DEAL? [21]
,Is it really the best price I can get for this type of holiday? If I wait too long the prices may go up…,NO FREE BREAKFAST [22]
,The fact that the booking of the cottage doesn’t include a free breakfast for everyone is a bit disappointing…,!,REASSURE AT POINT OF PURCHASE
Put forward tailored offers
Reduce time hesitation by reassuring on price and highlighting the savings made,39,JOURNEY,4,PLANNING TRIP
ACTIVITIES,LOOKING FOR TIME FOR MYSELF [23]
,If I can get some time for myself (e.g. spa, massage, etc..) while my kids are taken in charge by someone else that is a professional, I’m the happiest mother!,+,Engagement
Fuel,THE FUN UPFRONT [24]
,I’m really looking forward to the holiday and enjoy to think about all the things we are going to do!,TRAVEL HASSLE [25]
,Packing stuff for the whole family is hard work. I have to make sure we bring everything with us. I hope everything will go as expected when we arrive…,-,PLANNING FLEXIBILITY[26]
,I wish I could book activities in advance so I can plan my holidays but I still want some flexibility to be able to modify options.,MAKE SOME CHOICES[27]
,There is so many activities that would be suited for my kids… but we cannot afford to do as much as we would like to…,Engagement
Opportunities,Brand Initiated,!,HELP PREPARE THE TRIP!Offer a flexible way of navigating and booking me & we activities!Facilitate preparation of the trip & selection of activities based on cottage location !Empower guests with an activity planner!Get guests to know the village prior to arrival!,40,JOURNEY,+,Engagement
Fuel,-,Engagement
Opportunities,Brand Initiated,5,IN VILLAGE EXPERIENCE,FOLLOWING MY PLANNING [28]
,I usually use my smartphone to follow my planning, I like when I have information and real time updates on activities. ,FAMILY TIME [29]
,At the end of the day, it’s nice to have some time back home to reconnect with my family.,DISAPPOINTMENT [30]
,There is no basic goods like salt or soap. Each activity is charged. Supermarket is expensive. I even had to pay 17€ to make a fire!,DISCONNECTED FROM MY FRIENDS [31]
,I want to share my pictures with my Facebook Friends but there is no free Wifi access.,OVER CROWDED [32]
,We could not find a place to sit in the Aqua Mundo and we could not eat in the restaurant of our choice at the time we wanted.,OUTDATED [30b]
,The cottage was a bit outdated and less comfortable than my home ,41,JOURNEY,+,Engagement
Fuel,-,Engagement
Opportunities,Brand Initiated,6,RETURN SHARE
THE STORIES,[33]
,SOCIALLY SAVVY ,I can’t wait to share my pictures on Facebook and tell people at work about my family holiday!,INFLUENCE [34]
,I like when other parents ask me for trip tips on CP.,FRUSTRATION [35]
,We couldn’t do all the activities that were on our list of choice because some were closed and we lacked enough time, the kids are a bit frustrated.,!,GET GUESTS TO COME AGAIN"Thank guests for their stay at Center Parcs!Maintain a relationship via a CRM program ,42,JOURNEY,+,Engagement
Fuel,-,Engagement
Opportunities,Brand Initiated,CAN’T WAIT TO GO BACK! [36]
,Holidays are always too short, I wish I could have had more time for me to relax.,SUPER !!
A DISCOUNT! [37]
,I received a discount for a next trip at Center Parcs!,BETTER ANTICIPATION [38]
,All the activities were charged and we had to do many of them to keep the kids busy. I also had many unplanned expenses, I wish I could have anticipated that.,43,2. Research,BOOST CENTER PARCS’ ATTRACTIVENESS ,Sublimate the wide range of «me & we activities» at Center Parcs Rethink the UX to make it easier to navigate & book at CenterParcs.com Facilitate the choice of villages (by proximity) and activities (by needs),!,44,We time,Me time,Kids time,Nature time,45,46,47,48,49,50,3. Purchase,REASSURE AT POINT OF PURCHASE ,Put forward tailored offers Reduce time hesitation by reassuring on price and highlighting the savings made,!,51,52,53,54,55,56,57,4. Planning trip activities,HELP PREPARE THE TRIP ,Offer a flexible way of navigating and booking me & we activities Facilitate preparation of the trip & selection of activities based on cottage location Empower guests with an activity planner Get guests to know the village prior to arrival ,!,58,59,60,5. In village experience,MAKE GUESTS FEEL WELCOME & ENSURE THEY HAVE THE BEST POSSIBLE TIME ,Welcome guests with a pack (customized by village) Facilitate in-village navigation Optimize journey in the village Leverage Center Parcs staff as live community managers Facilitate social sharing of me & we time at CP,!,61,62,63,64,65,66,67,6. Return, share the stories,GET GUESTS TO COME AGAIN ,Thank guests for their stay at Center Parcs Maintain a relationship via a CRM program ,!,68,CONSUMER DRIVEN CONTENT,FROM calendar offers: ,March Campaign,Pre email,mailing,Post email,TO customer lifecycle offers:,Customer
Main event,69,Customer Program,mailing,EX: «SEE YOU SOON» PROGRAM,+,...,...,...,Last Stay from 15/02/2014 to 22/02/2014 (D Day) ,!,You were the
most good
looking D Day + 7,Share your vacations D Day + 14,See you soon D Day + 21,Standard
Campaign,Bespoke Offer
X Day - 37,We come back !
X Day - 30,Last reminder
X Day - 30,OBJECTIVE: Increase the repurchase ratio. ,!,IDEA: ,> Extend the stay experience until the next purchase. > Personalized content and commercial pressure. ,70,Next Stay from 15/08/2014 (X Day) to 22/08/2014 ,!,71,72,73,A FULLY INTEGRATED ECOSYSTEM,BASED ON DEEP UNDERSTANDING OF HOW THE CONSUMER THINKS AND ACTS ,IN THE CATEGORY,74,Data as a fuel,CUSTOMER
AMBITION,+Online Research - Resources
+Research Vendors
+Trends And Best
Practices Resources,+Focus Groups
+One-On-One Interviews,√,+Market Sizing
+Brand Affinity,+Business Objectives
+Target Segments Data,PERSONA,JOURNEY,ENGAGEMENT
IDEA,ENGAGEMENT BLUEPRINT,EXPERIENCE MAP,+Online Research Resources
Ethnography
+Research Vendors
+Trends And Best
Practices Resources,+Focus Groups
+One-On-One Interviews
+Ethnography Work
+Social Listening
+CIM,√,+Market Sizing
+Demographic / Behaviors Device / Channel
+Brand Affinity
+Social Graph
+Topic Engagement,+Business Objectives
+Target Segments Data
+Existing Assets Analysis (E.G. Web Traffic, User Behavior Etc),+Online Research Resources
Ethnography
+Research Vendors
+Trends And Best
Practices Resources,√,+Explorative Research (Empathic Research Tools),√,+Transactions
+Brand/Category
+Time/Date/Environment
+Topic Engagement
+Search / Browser ,√,+Existing Assets Analysis (E.G. Web Traffic, User Behavior Etc),+Ethnography
+Trends And Best
Practices Resources,+Generative Research
Co-Creation Methods With Clients & Customers,√,+Transaction Patterns
+Brand/Category
+Time/Date/Environment
+Topic Engagement,√,+Business Objectives,+Generative Research
+Co-Creation Methods With Clients & Customers,√,+Geographic Targeting
+Topic Engagement
+Social Graph
+Demographics / Behaviors,√,+ Existing Assets Analysis (E.G. Web Traffic, User Behavior Etc),+Evaluative Research
User Studies, Field Tests, Remote User Testing, Beta Testing,√,+Geographic Targeting
+Topic Engagement
+Social Graph
+Demographics / Behaviors,√,+Existing Assets Analysis (E.G. Web Traffic, User Behavior Etc),INTELLIGENCE CENTER,PRIMARY RESEARCH,OGILVY AMP,CLIENT DATA,DATA SOURCES,Key Global Sources (China relevant are in red)
,Rank% Resource%,Descrip/on%,Global"Mul*+pla-orm"internet"usage,"online"behaviour,"mo*va*ons"&"a:tudes."130,000"/"year,"36"countries.",Global"coverage"of"category,"company,"consumer"and"country"data"and"reports.",Technology"reports"on"consumers"&"industries"worldwide,"trends,"case"studies"&"insights"(Call"Will"to"get"access"as"$)",g",Marke*ng"and"adver*sing"case"studies"AND"Ad"spend"by"channel"9including"digital)"in"each"market"over"*me.","Report"on"the"state"of"the"digital"marketplace.""Agregates"research"from"other"Research"sources"into"one"place.",Quan*ta*ve"brand"equity"tool",""""""""""""""CIA",CIA"comprehensive"informa*on"about"countries,"demographics,"popula*on,"income"etc.",Huge"volumes"of"Insights"reports"from"the"self"styled"Masters"of"the"Universe.",1",2",3",4",5",6",7",8",9",Editors's%Choice%,! ,! ,! ,! ,! ,! ,! ,! ,Data Sources that are used in China
,Rank% Resource%,Descrip/on%,1",2",3",4",5",6",7",8",9",Chinese"government"official"data"generated"by"Na7onal"Bureau"of"Sta7s7cs",Internet"and"Telecom"industry"data"by"government"sta7s7cs",Trend"report"of"various"industries"on"the"internet",Reports"and"analysis"that"focus"on"social"trends"and"behavior",Analysis"that"targeted"on"high"end/income"level"audience"and"lots"of"luxury"goods/industry"reports",Social/IWOM/Internet"trend"reports"that"based"on"CIC’s"POV",Lots"of"free"reports"about"internet"industry",Reports"of"industry"trends"based"on"research"data","""""""""""CMMS",Media"reports"and"customer"persona"tool",Editors's%Choice%,! ,! ,! ,! ,! ,! ,! ,! ,! ,Website' ,Informa/on'Provided ,Mechanics ,Baidu&Index(cid:1),h,p://index.baidu.com/(cid:1),Trend&of&searching&on&a&single&word&(PC/Mobile)&:&Requirements&Analysis,&Public&Opinion&Monitoring,&Customer&Portrait;&&Trend&of&an&industry:&Geographical&DistribuKon,&Persona,&Searching&Time&,Data&sharing&and&analysis&plaMorm&based&on&tons&of&informaKon&generated&by&Baidu&users&,Ali&Index(cid:1),(cid:1),Weibo&Index(cid:1),(cid:1),h,p://index.1688.com/(cid:1),h,p://data.weibo.com/index(cid:1),ERcommerce&Market&Quote&and&Trends&including:&1. Trends&of&industries:&Market"es,&TransacKons,&Major&industries&2. Industrial&clusters:&LocaKon,&Company&informaKon&1.&Impact&of&people&or&events&on&media,&websites&or&poliKcal&world.&2.&Trend&of&heat&words&and&informaKon&of&its&followers&,Analysis&based&on&informaKon&of&daily&page&views,&visitors&and&transacKons&on&Alibaba&websites.&,Data&analysis&tool&to&track&Weibo&buzz&on&parKcular&topics&and&industries&for&predicKons&of&future&trends.(cid:1),China&Online&Video&Index(cid:1),h,p://index.youku.com/(cid:1),(cid:1),Website' ,Informa/on'Provided ,Mechanics ,Baidu&Search&Rankinga(cid:1),h0p://top.baidu.com/(cid:1),Real:;me&hot&topics&among&a∥cular&target&group,&area&or&industry.&,Daily&search&records&of&hundreds&of&million&of&Baidu&users&&,Baidu&Index(cid:1),h0p://index.baidu.com/(cid:1),Top&Weibo&Ranking(cid:1),h0p://d.weibo.com/102803(cid:1),(cid:1),Trend&of&searching&on&a&single&word&(PC/Mobile)&:&Requirements&Analysis,&Public&Opinion&Monitoring,&Customer&Portrait;&&Trend&of&an&industry:&Geographical&Distribu;on,&Crowd&Profile,&Searching&Time&,Data&sharing&and&analysis&plaPorm&based&on&tons&of&informa;on&generated&by&Baidu&users&,Haosou&Index(cid:1),h0p://index.haosou.com/#index(cid:1),Hotness&of&keywords;&Requirement&Analysis;&Customer&Portrait&,Website' ,Informa/on'Provided ,Mechanics ,Index&of&New&Media(cid:1),h0p://www.gsdata.cn/(cid:1),Data&mining&and&ranking&for&Weibo,&Wechat&and&new&media.&,Big&data&plaPorm&and&&related&service&for&new&media&and&wemedia&,New&Media&Ranking(cid:1),h0p://www.newrank.cn/index.html(cid:1),Data&mining&and&ranking&for&Weibo,&Wechat&and&web&new&media.&,It’s&data&sources&including&but¬&limited&to&Wechat,&Weibo,&TouTiao,&Souhu&News,&Ifeng&News,&Tencent&Micro&Community&and&,Going Deeper:
Looking at the key tools in an end to end example,Customer
Ambition,Customer Ambition
Opportunity,Our promise to our clients is that we unlock the complete value of their customers. We do this by pulling in four key elements that prompt us to begin answering questions sooner in the planning and strategic process.
The integration of these 4 elements results in a Customer Ambition. The Customer Ambition should:
1. Identify the customers we will engage
2. Articulate how we want them to engage and behaviors we will drive
3. Pinpoint the value we want to unlock
By answering these questions, the Customer Ambition will serve as a compass to guide the rest of the DAVE process.,Category
Engagement,Business
Ambition,CUSTOMER
AMBITION
,!,Which customer must we engage?
To drive which key behaviors?
To unlock what kind of value?,Customer
Bonds,!,Customer
Value,CITIZENS EDUCATION REFINANCE LOAN (ERL),Customer Ambition,Business Ambition,It always starts with the business ambition
The ambition is derived from the Fusion process. By utilizing the Business Ambition we can ensure that our resulting Customer Ambition will ladder back to advancing the overall business objectives.,Co m pany,Category,C,o,m,p,e,tt,ii,o,n,BUSINESS
AMBITION
,!,What do we
want to achieve and
how are we going to
achieve it?,Channel,Consumer,Gain +5 market share points by winning in the North by owning OHP benefits increasing conversion at first purchase and retention through stages ,Business
Ambition,Customer Value,Customer Value clearly articulates who the priority segments are, their revenue contribution tot eh business, and where profit opportunities lie.
This element of the Customer Ambition is developed by working closely with your marketing strategy team to create a segmentation. These segments should then be prioritized by a client’s needs (i.e. focusing on the segment that will help achieve the Business Ambition).
This will also serve as a starting point for the Personas.,E,U,L,A,K V,R,O,W,T,E,N,CURRENT VALUE,E,U,L,A,V,E,R,U,T,U,F,!,Customer
Value,PREMIUM MUMS URBAN WORKING START FORMULA AFTER 6 MONTHS OR SWITCH TOTAL POTENTIAL LTV 2,500,PREMIUM MUMS URBAN WORKING START FORMULA BETWEEN 2 AND 6 MONTHS TOTAL POTENTIAL LTV 3,500,ENGAGEMENT,Rational,INVOLVEMENT,Low,√,FREQUENCY,Low,Mums are highly engaged - engagement is highest during pregnancy when they research pregnancy, nutrition and childcare heavily. Despite rational benefits being heavily promoted in the category choice is driven by which brands she trusts the most.,Emotional,High,High,Category
Engagement,PREMIUM MUMS URBAN WORKING START FORMULA AFTER 6 MONTHS OR SWITCH TOTAL POTENTIAL LTV 2,500,PREMIUM MUMS URBAN WORKING START FORMULA BETWEEN 2 AND 6 MONTHS TOTAL POTENTIAL LTV 3,500,Customer Bonds,Customer Bonds represent facets through which we can better understand the existing relationship between the priority customer segments and the brand.
These bonds can help brands better understand where they have a greater opportunity to play a role with the consumer and can help guide the mechanics of the ,FINANCIAL,Low,STRUCTURAL,Low,√,SOCIAL,Low,EMOTIONAL,Low,High,High,High,High,FINANCIAL,Low,STRUCTURAL,Low,√,SOCIAL,Low,EMOTIONAL,Low,Customer
Bonds,No financial benefit to continued purchase or engagement,Global content answers key questions throughout pregnancy and first one year.,No social engagement benefit or benefit from wider community,Heavy skew to rational engagement,High,High,High,High,NIN
CUSTOMER AMBITION,CUSTOMER AMBITION,WHICH CUSTOMERS MUST WE ENGAGE?,TO DRIVE WHICH KEY BEHAVIOR?,TO UNLOCK WHAT KIND OF VALUE?,300K premium category mums
Primary focus is new to category mums
Secondary focus is current NIN consumers moving to stage 2,Opt-in to an engagement program that drives preference for NIN products by strengthening building trust in Nestle as an infant nutrition expert who will support her emotionally,To unlock a potential $18 million LTV opportunity from mums we recruit each year by getting 2% more to choose NIN as first choice brand,Personas,What is a Persona?,A persona is a representative profile of a customer/user segment that shares similar behavioral patterns such as preferred experiences, content, brands, purchasing or lifestyle decisions, as well as the use of certain technology or products, etc.
These patterns in behavior, attitude, and motivation can be common to a user/customer segment regardless of demographics, such as gender, age, income, etc.
The result is a deep understanding of all different customer and prospect segments that lead to smarter decisions.
,!,!,Approach to Personas,1,CREATED TO UNCOVER INSIGHTS
AND BEHAVIORS OF OUR AUDIENCES,2,DESIGNED WITH EMPATHY AND USER-CENTRICITY IN MIND,3,MODULAR-VISUALIZATION AND
DEEP ANALYSIS,Enabling us to craft findings, behaviors, need states + desired value through the lens of the category.,Allowing us to understand the world through audience lenses - their thinking, feeling, acting, drivers, barriers, etc.,We need a deep understanding of each audience in order to provide a strategic framework for hyper-relevant touch points, experiences, and programs. Each persona is modular and built to be seen in a holistic view, while also going deep into each persona module following a storyline format.,Persona lenses,DATA SOURCES
• MRI, Comscore, Mintel, The Futures Company, Iconoculture
,STORY
Introducing the demographics, ambitions, and lifestyle passions. Telling their story as a narrative.,• Social Listening
,• Primary Qualitative/Quantitative Research,DATA SOURCES
• MRI, Comscore
,DAY IN THE LIFE
A normal day of our subject, from the environments they regularly frequent, both online and off, who they engage with, and their typical schedules at work and outside.,• Forums, Social listening
,• Primary Qualitative/Quantitative Research,YR,O,T,S,DATA SOURCES
• Mintel, The Futures Company, Iconoculture, Pew Global, Google Trends, Gfk, MRI, Comscore
,MOODBOARD
A visual representation of objects and elements of the subject’s day-to-day life that peripherally or strongly connect to the category,• Primary Qualitative/Quantitative Research,• Social Listening
,DATA SOURCES
• MRI, Comscore
,FINANCES
The finances of the audience, by assets, overall income, disposable income; while considering important financial decisions and commitments in their lives.,• Primary Qualitative/Quantitative Research
,• Third Party Data,DATA SOURCES
• Mintel, The Futures Company, Iconoculture, Pew Global, Google Trends,MRI, Comscore
,RELATIONSHIPS
The relationships that are most important to the subject, these can range from strong emotional bonds to ones where there is financial dependency.,• Primary Qualitative/Quantitative Research,• Social Listening
,DATA SOURCES
• Mintel, The Futures Company, Iconoculture, Trendwatching
,CULTURAL TENSIONS
The tensions which exist between the subject and the category/product which may hinder a purchase, or affect the relationship between the brand and product.,• Social Listening
,• Primary Qualitative Research,S,R,O,I,V,A,H,E,B,&,SE,D,U,T,I,TT,A,USER NEEDS
The subject’s needs which are agnostic to the journey. ,DATA SOURCES
• Primary Qualitative/Quantitative Research, Ipsos
,• Social Listening,DATA SOURCES
• Mintel, The Futures Company, Iconoculture, Pew Global, Google Trends, Gfk
,ATTITUDES TOWARDS CATEGORY
The value the subject sees in the category and product. Is it considered a necessity or a luxury to their life; and their trust, or lack thereof of the category brands.,• Social Listening, Product Reviews
,• Primary Qualitative Research,DATA SOURCES
• Social Listening
,THE INFLUENCERS
The subject’s influencers, across the category and in day-to-day life decisions, those who the subject is most likely to listen to and trust the opinion of.,• Primary Qualitative/Quantitative Research,DATA SOURCES
• Client Data
,PURCHASING POWER
The value of this audience to the brand, their purchasing power and their influence inside and outside the enterprise.,• Euromonitor
,• Third Party Data,DATA SOURCES
• Social@Ogilvy
,SOCIAL MEDIA BEHAVIOR
The social media channels on which the user is most active, for what purposes, and with whom they are engaging on them.,• MRI, Comscore, Social Bakers, Radian6
,• Social Listening,S,T,N,E,M,N,O,R,I,V,N,E,&,SE,C,N,E,I,R,EP,X,E,DEVICE BEHAVIOR
The devices the user prefers to use, by the time of day, purpose, environment and stage of the journey.,DATA SOURCES
• MRI, Comscore, eMarketer, Forrester
,• Primary Qualitative/Quantitative Research,DATA SOURCES
• MRI, Comscore
,CONTENT CONSUMPTION BEHAVIOR
The mediums and sources of information the subject trusts most regarding news and updates from the category.,• Client Data
,• Primary Qualitative/Quantitative Research,DATA SOURCES
• Mintel, The Futures Company, Iconoculture, WARC, eMarketer, Forrester, Ipsos
,PREFERRED EXPERIENCES
The types of experiences the subject enjoys most, whether they are virtual or physical and how they relate to the category.,• Primary Qualitative/Quantitative Research,DATA SOURCES
• MRI, Comscore, eMarketer, Millward Brown, Forrester
,PREFERRED PLATFORMS
The platforms, products, services and utilities the subject uses outside of the category, and how their regimens, preferences, behaviors align to these.,• Primary Qualitative/Quantitative Research,Data driven (our data sources),Face to face interviews with mums (You may wish to do this),QTLY panel on digital behaviours N=607, 454,Mode",Persona,Persona",Trang Nguyen,View",Profile Overview,Journeys,What is a Journey Map?,A journey utilizes the previously created Persona to identify and map relevant moments, activities and touch points along the process of reaching a set goal. This goal can be satisfying a specific need or reaching a desired outcome that ties to the product or service of interest.
Each of the discovered moments, activities and touch points are then ranked by the value of the experience, or as we call it, engagement fuel. The more positive a moment is to a customer, the higher it is ranked in the journey map. This is equally applicable for negative feelings or pain points a customer relates to the experience.
In a third step, we identify all pain points as well as opportunities for a brand, product or service to improve a customers experience and create positive engagement fuel. ,Approach to Journeys,√,MAPPING AUDIENCE MOMENTS OF TRUTH,√,AUDIENCE
RELEVANCY,√,PURSUIT OF ENGAGEMENT OPPORTUNITIES,√,BUILDING OUT THE FRAMEWORK,We take the personas through the journey and map actionable insights - “Moments of Truth” where brands can engage with the user through an omni-channel view of the world,For this journey task, we will show the common MOT’s and then showcase specific audience insights through the “persona-on-the-go” where we show behaviors, insights, etc. for each persona group. These appear when selecting a prioritized MOT on the journey,Through a deep understanding of our Moments of Truth, we’ll be able to discover opportunities for brands to engage with the users during each phase ,For each phase, we’ll be able to discover the user theme - a territory description that is strategically relevant to focus experiences against - mapped to macro drivers, barriers and desired behavior from the user,Many journeys can be mapped with a unique approach,LIFECYCLE,ENGAGEMENT FUEL,Positive,Negative,Many journeys can be mapped with a unique approach,LIFECYCLE,CALENDAR CYCLE,ENGAGEMENT FUEL,Positive,Negative,Many journeys can be mapped with a unique approach,LIFECYCLE,CALENDAR CYCLES,PURCHASE CYCLES,ENGAGEMENT FUEL,Positive,Negative,Moments of Truth,We map Moments of Truth throughout the phases of the journey where it is most critical to uncover rich insights that are relevant for us to clearly understand the world through the lenses of the user.
These MOT’s will be our engagement fuel. By mapping them as positive or negative moments, we can begin to understand the overall emotional state of the user during their journey. Additional graphs could also help us visually to see what their emotional connection with our brand and our competitors is during their journey.,TYPE E - MOVING MONEY,ENGAGEMENT ,FUEL,Positive,LIVING 1/2,Engagement Opportunities,We identify engagement opportunities in the context of the category and not just related to our brand. These engagement opportunities might highlight issues across all areas of the organization, not just communication or advertising.
We differentiate between Customer Initiated Opportunities (where we would leverage existing customer behavior) or Brand Initiated Opportunities (which will require the brand to trigger that desired behavior).,Negative,TYPE E - MOVING MONEY,ENGAGEMENT ,FUEL,Positive,MOMENTS SEGMENT KEY,TYPE E ,Negative,ACTIVE LISTENER ,MANAGER ,DRIVER,MOMENTS SEGMENT KEY,TYPE E ,ACTIVE LISTENER ,MANAGER ,DRIVER,PAIN POINTS ,PAIN POINTS ,OPPORTUNITIES ,OPPORTUNITIES ,LIVING 1/2,MY INVESTING APPROACH,THE COST OF INVESTING,LEARNING AND GROWING,MY INVESTING APPROACH,I have a few brokerages: one that ’s “traditional” and one that ’s online. My traditional brokerage gives me a sense of control. And my online brokerage gives me the opportunity to try my own hand at investing and continuously learn and build confidence in my abilities. I’m definitely not an expert when it comes to investing, but trying things out on my own through my online brokerage makes me at least feel confident that I’m headed in the right direction. I tend to be pretty conservative when it comes to where I put my money. I’ve picked out a few, long-term investments that I feel mildly confident in—but I don’t do a whole lot with them once they’re there. Investing is second nature for me—it ’s something I’ve been doing for forever and, frankly, it ’s something I’m pretty great at. I’ve seen myself getting better and better over time as I continue to experiment with new kinds of investments.,THE COST OF INVESTING,I have a few brokerages: one that ’s “traditional” and one that ’s online. My traditional brokerage gives me a sense of control. And my online brokerage gives me the opportunity to try my own hand at investing and continuously learn and build confidence in my abilities. I’m definitely not an expert when it comes to investing, but trying things out on my own through my online brokerage makes me at least feel confident that I’m headed in the right direction. I tend to be pretty conservative when it comes to where I put my money. I’ve picked out a few, long-term investments that I feel mildly confident in—but I don’t do a whole lot with them once they’re there. Investing is second nature for me—it ’s something I’ve been doing for forever and, frankly, it ’s something I’m pretty great at. I’ve seen myself getting better and better over time as I continue to experiment with new kinds of investments.,I’m pretty satisfied with my current brokerages but the fees can add up pretty quickly. I wish they weren’t quite so high. I also wish they made it easier to deal with it all when tax season comes around.,• Artificial sales pitches and blanket promotions • Building the right approach and strategy to make the best decisions over-time • Knowing when to adjust my strategy and when to hold on my strategy with multiple providers,• Artificial sales pitches and blanket promotions • Building the right approach and strategy to make the best decisions over-time • Knowing when to adjust my strategy and when to hold on my strategy with multiple providers,• Excessive fees • Understanding the tax implications and requirements of each decision,I’m pretty satisfied with my current brokerages but the fees can add up pretty quickly. I wish they weren’t quite so high. I also wish they made it easier to deal with it all when tax season comes around.,LEARNING AND GROWING,I want to be well-informed, so I’m always trying to understand more about finance and investing. Sources like the Wall Street Journal, Bloomberg, CNN Money, and Yahoo Finance help me stay on top of what ’s going on and help me understand the market. I do my best to learn on my own, but sometimes I really do need the input of an expert--so I turn to my FA for advice. I combine what he recommends with my own research when it comes to making decisions. I tend to look for an objective, big-picture view of the market. I don’t turn to FAs as I’m not really sure who I can trust. Since I’m not making a whole lot of moves, it doesn’t seem worthwhile. Maintaining personal control over my investments makes me feel smart and like I’m doing the right thing. I prefer to come to my own conclusions and form my own opinions by diving deep into financial news rather than turning to any kind of “expert” analysis.,• Excessive fees • Understanding the tax implications and requirements of each decision,• The amount of time and energy required to stay on-top and ahead of the market • Understanding the meaning of information, so I can properly act in a timely manner • Conflicting information and points of view,• Offering unique perspectives from trusted investors and analysts • Demonstrating how professional investors use online-brokerages ,• Offering unique perspectives from trusted investors and analysts • Demonstrating how professional investors use online-brokerages ,• Showing FA profiles and perspectives ,• Showing FA profiles and perspectives ,• Personalized offers • Price transparency across providers • Tax breakdowns,• Fact-checking services that compare opinions from various sources to proven market information • Aggregating the top content for the user, instead of all content from current sources ,• Bringing FC profiles and POVs to public publishers • Allowing users to bookmark conversations, posts and articles to their profile from third parties,• Personalized offers • Price transparency across providers • Tax breakdowns,I want to be well-informed, so I’m always trying to understand more about finance and investing. Sources like the Wall Street Journal, Bloomberg, CNN Money, and Yahoo Finance help me stay on top of what ’s going on and help me understand the market. I do my best to learn on my own, but sometimes I really do need the input of an expert--so I turn to my FA for advice. I combine what he recommends with my own research when it comes to making decisions. I tend to look for an objective, big-picture view of the market. I don’t turn to FAs as I’m not really sure who I can trust. Since I’m not making a whole lot of moves, it doesn’t seem worthwhile. Maintaining personal control over my investments makes me feel smart and like I’m doing the right thing. I prefer to come to my own conclusions and form my own opinions by diving deep into financial news rather than turning to any kind of “expert” analysis.,• The amount of time and energy required to stay on-top and ahead of the market • Understanding the meaning of information, so I can properly act in a timely manner • Conflicting information and points of view,• Fact-checking services that compare opinions from various sources to proven market information • Aggregating the top content for the user, instead of all content from current sources ,3,• Bringing FC profiles and POVs to public publishers • Allowing users to bookmark conversations, posts and articles to their profile from third parties,3,One view, many outputs,HIGH LEVEL OVERVIEW OF THE ENTIRE ,Journey discovery can unlock business and customer insights, but to filter the executional information we must look at the journey and the different Moments of Truth with different perspectives and levels of detail.
The detailed view can unlock:
• Engagement Themes & Narratives
• Business Gaps and Marketing Opportunities
• Key Customer Insights
• Communication Opportunities
• Environment & Devices
• Implications
• Barriers & Drivers
• Messaging
• Value Exchange
• Channels,DETAILED VIEW OF ONE MOMENT OF TRUTH,What she’s searching for & who is ranking ,Nestle,Nestle,Nestle,Nestle,A tool like Brightedge can help you do competitor rank checks,What she’s searching for & who is ranking ,Nestle,Nestle,Nestle,Nestle,Nestle,What she’s talking about ,WHAT?,WHERE?,3%$1%$,31%$,64%$,Facebook$Forum$$News$Youtube$,Nestle,Nestle,Nestle,Nestle,Mode",Journey,Journey ",Trang Nguyen,View",Journey overview ,= Golden moments we should focus on and own,FAMILY PLANNING,FIRST TRIMESTER,SECOND TRIMESTER,THIRD TRIMESTER,+,Positive",Engagement Fuel,-,Negative",Engagement Fuel,!,It’s finally happened!"Pregnancy test is positive! Time to find a doctor. !,The time is right"I have been married for a few months and am starting to think about the first baby. My husband wants a boy.!,!,Could it be? "I feel sick last few mornings - is it a sign? !,!,How’s it growing?"Coming up to my 12-week scan - I wonder how my baby is going in there?!,Hubby LOVE "My husband is really indulging me and looking after me - driving me to work etc, Can we still be intimate?,Naming time!"Research & discuss meaningful names and also nick name with hubby & family ,Is it labour? "Bad pain in my lower back? is this happening? Will it be like the movies?!,Health do’s & don’ts "Start private research on what I should and more importantly should not be doing.,!,Having trouble "Wasn’t as easy as I first thought - I need to make sure everything is OK!!,Walking the tightrope "Now that I can tell people I find that I am being bombarded with opinions!,Weight scare "Looking more pregnant and like I am putting on too much weight. Doctor tells me to exercise but don’t have time !,Unprepared!"Delivery time coming up; I need to think about the birth and plan for the aftermath!,Miscarriage?!"Had some spotting today - is that normal? Is baby OK?!,Think / Feel:,She feels motivated; yet not stressed out. It’s her first baby and she believes she is still young; despite what mum says.,,Do:,Starting getting their health ready for having kids - 56% think about their baby’s health before conceiving. ,Search Terms: ,1. Ovulation (88k - group) 2. Conception (28k - group) 3. Give birth as desire (24,9k - group) 4. Reproductive health (10k) 5. How to conceive a boy (6,6k) ,Social Discussions: ,Fertility (#11) •Tracking ovulation •Tips to conceive a boy / girl,Influencers: ,Partner: May also be looking after his health for reproduction Mother / Family: Applying pressure to have kids post marriage Internet / Forums ,Environments: ,Work - online during day Holiday locations / ‘baby making’ weekends away,Competition: ,No branded sites on page 1 Huggies is ranking for Ovulation terms - this is a space we can capitalise on as half our audience is starting to think about her baby’s health now.,How can we differentiate?,Help her optimize her reproductive health (diet / lifestyle etc). - i.e. don’t just help her know WHEN she’s ovulating; but HOW to increase her chances of conceiving,Emotion of audience,MarryBaby Ovulation tool,NO'SHSH'CONTENT',Nestle Baby Ovulation tool,Mode",Journey,Journey ",Trang Nguyen,View",Journey overview ,= Golden moments we should focus on and own,FAMILY PLANNING,FIRST TRIMESTER,SECOND TRIMESTER,THIRD TRIMESTER,!,It’s finally happened!"Pregnancy test is positive! Time to find a doctor. !,The time is right"I have been married for a few months and am starting to think about the first baby. My husband wants a boy.!,!,Could it be? "I feel sick last few mornings - is it a sign? !,!,How’s it growing?"Coming up to my 12-week scan - I wonder how my baby is going in there?!,Hubby LOVE "My husband is really indulging me and looking after me - driving me to work etc, Can we still be intimate?,Naming time!"Research & discuss meaningful names and also nick name with hubby & family ,Health do’s & don’ts "Start private research on what I should and more importantly should not be doing.,Having trouble "Wasn’t as easy as I first thought - I need to make sure everything is OK!,Walking the tightrope "Now that I can tell people I find that I am being bombarded with opinions!,Weight scare "Looking more pregnant and like I am putting on too much weight. Doctor tells me to exercise but don’t have time !,Unprepared!"Delivery time coming up; I need to think about the birth and plan for the aftermath!,Miscarriage?!"Had some spotting today - is that normal? Is baby OK?!,+,Positive",Engagement Fuel,-,Negative",Engagement Fuel,Is it labour? "Bad pain in my lower back? is this happening? Will it be like the movies?!,Emotion of audience,Infertility scare tactics,NO'SHSH'CONTENT',Think / Feel:,She is feeling more anxious now. It’s been a few months and she is now starting to doubt herself - did she leave it too late?,Do:,Taking a more active role. Her search intensifies and she will go to forums to see if other women have also had trouble. ,Search Terms: ,Influencers: ,1. How to get pregnant (23k - group) 2. Infertility (20.6 - group) 3. IVF (15k - group) ,Partner: More active in his role Expert: She may go and see her doctor Internet / Forums ,Social Discussions: ,Fertility (#11) •Infertility scare •Fertility techniques •Fertility diet •IVF,Environments: ,Work - Online during day Home / Mobile: Constantly researching HCP / Doctor’s environment ,Competition: ,No branded sites ranking. How to get pregnant: Main competition is news sites and HCP sites. Need expert tone. Little good content on infertility - see a few “scare tactics” / making it seem like a serious issue.,How can we differentiate?,Reassure her and help her fall pregnant naturally with diet & lifestyle changes.. Help her understand when she should be seeking help; and provide expert support if she needs it. ,Mode",Journey,Journey ",Trang Nguyen,View",Journey overview ,= Golden moments we should focus on and own,FAMILY PLANNING,FIRST TRIMESTER,SECOND TRIMESTER,THIRD TRIMESTER,+,Positive",Engagement Fuel,-,Negative",Engagement Fuel,!,It’s finally happened!"Pregnancy test is positive! Time to find a doctor. !,The time is right"I have been married for a few months and am starting to think about the first baby. My husband wants a boy.!,Could it be? "I feel sick last few mornings - is it a sign? ,!,How’s it growing?"Coming up to my 12-week scan - I wonder how my baby is going in there?!,Hubby LOVE "My husband is really indulging me and looking after me - driving me to work etc, Can we still be intimate?,Naming time!"Research & discuss meaningful names and also nick name with hubby & family ,Is it labour? "Bad pain in my lower back? is this happening? Will it be like the movies?!,Health do’s & don’ts "Start private research on what I should and more importantly should not be doing.,!,Having trouble "Wasn’t as easy as I first thought - I need to make sure everything is OK!!,Walking the tightrope "Now that I can tell people I find that I am being bombarded with opinions!,Weight scare "Looking more pregnant and like I am putting on too much weight. Doctor tells me to exercise but don’t have time !,Unprepared!"Delivery time coming up; I need to think about the birth and plan for the aftermath!,Miscarriage?!"Had some spotting today - is that normal? Is baby OK?!,Think / Feel:,Extremely anxious; yet excited. The countdown to her period seems to last forever!,Do:,She takes a test every morning first thing from a few days out from her period. She is also starting to feel a little sick in the mornings; but no vomiting.,Search Terms: ,1. Signs of Pregnancy (64k - group) 2. Morning sickness (7k - group) ,Social Discussions: ,Early signs of pregnancy (#4) Symptoms of pregnancy (#14),Influencers: ,Partner: Supports her as she checks Internet / Forums ,Environments: ,Work - Online during day Bathroom (MORNINGS) - Testing / Feeling sick ,Competition: ,Dumex is owning “signs of pregnancy” — however is only ranking 6th & 3rd behind major sites like MarryBaby & Eva.vn These “news” sites also rank well as they have entire sections dedicated to it. ,How can we differentiate?,Dumex wins in search; yet the content is dull. Cut through by creating better / more interactive content (video / infographic / quiz). High search VOLs + CTR,Emotion of audience,EVA: Signs of pregnancy section,Mode",Journey,Journey ",Trang Nguyen,View",Journey overview ,= Golden moments we should focus on and own,FAMILY PLANNING,FIRST TRIMESTER,SECOND TRIMESTER,THIRD TRIMESTER,+,Positive",Engagement Fuel,The time is right"I have been married for a few months and am starting to think about the first baby. My husband wants a boy.!,!,Could it be? "I feel sick last few mornings - is it a sign? !,It’s finally happened!"Pregnancy test is positive! Time to find a doctor. ,!,How’s it growing?"Coming up to my 12-week scan - I wonder how my baby is going in there?!,Hubby LOVE "My husband is really indulging me and looking after me - driving me to work etc, Can we still be intimate?,Naming time!"Research & discuss meaningful names and also nick name with hubby & family ,Is it labour? "Bad pain in my lower back? is this happening? Will it be like the movies?!,!,Having trouble "Wasn’t as easy as I first thought - I need to make sure everything is OK!!,-,Negative",Engagement Fuel,Health do’s & don’ts "Start private research on what I should and more importantly should not be doing.,Miscarriage?!"Had some spotting today - is that normal? Is baby OK?!,Walking the tightrope "Now that I can tell people I find that I am being bombarded with opinions!,Weight scare "Looking more pregnant and like I am putting on too much weight. Doctor tells me to exercise but don’t have time !,Unprepared!"Delivery time coming up; I need to think about the birth and plan for the aftermath!,Think / Feel:,Relieved and over the moon! She is thrilled to share with her partner and then tell her mum. ,Do:,The most important thing for her now is to find a good doctor as he will be with her all the way through her pregnancy ,Search Terms: ,1. Due date calculator (1.3k) 2. Calculation of gestational age (5,4k) 3. Morning sickness 4. Clinics / doctors ,!,Social Discussions: ,Good clinics / doctors,Influencers: ,People close to her (Family / husband) Internet / Forums,Environments: ,Work - Online during day Bathroom (MORNINGS) - Still feeling sick HCP - doctor’s clinic,Competition: ,Dumex is ranking #3 for “Due Date Calculator” ,Emotion of audience,DUMEX: Due date calculator ,How can we differentiate?,Most brands end the journey by just giving her the due date. See this as a starting point to guide her into our program. ,NESTLE: Due date calculator,Mode",Journey,Journey ",Trang Nguyen,View",Journey overview ,= Golden moments we should focus on and own,FAMILY PLANNING,FIRST TRIMESTER,SECOND TRIMESTER,THIRD TRIMESTER,+,Positive",Engagement Fuel,-,Negative",Engagement Fuel,!,It’s finally happened!"Pregnancy test is positive! Time to find a doctor. !,The time is right"I have been married for a few months and am starting to think about the first baby. My husband wants a boy.!,!,Could it be? "I feel sick last few mornings - is it a sign? !,!,How’s it growing?"Coming up to my 12-week scan - I wonder how my baby is going in there?!,Hubby LOVE "My husband is really indulging me and looking after me - driving me to work etc, Can we still be intimate?,Naming time!"Research & discuss meaningful names and also nick name with hubby & family ,Is it labour? "Bad pain in my lower back? is this happening? Will it be like the movies?!,!,Having trouble "Wasn’t as easy as I first thought - I need to make sure everything is OK!!,Health do’s & don’ts "Start private research on what I should and more importantly should not be doing.,Walking the tightrope "Now that I can tell people I find that I am being bombarded with opinions!,Weight scare "Looking more pregnant and like I am putting on too much weight. Doctor tells me to exercise but don’t have time !,Unprepared!"Delivery time coming up; I need to think about the birth and plan for the aftermath!,Miscarriage?!"Had some spotting today - is that normal? Is baby OK?!,Think / Feel:,Daunted and anxious by how much she doesn’t know about the journey ahead. She knows that looking after herself is #1 and may be concerned about her loss of appetite,Do:,Going google crazy and asking lots of questions at check-up more private research at this stage.,Search Terms: ,1. Pregnancy diet & loss of appetite (99k - group) 2. Pregnancy health / exercise (11k) ,!,Social Discussions: ,Pregnancy diet & essential nutrients (#6) / loss of appetite Pregnancy exercises & activities (#11) ,Influencers: ,People close to her (Family / husband) Doctor (esp on diet) Internet / Forums,Environments: ,Work - Online during day Bathroom (MORNINGS) - Still feeling sick HCP - doctor’s clinic,Competition: ,ENFA - has a paid ad for “pregnancy diet” MARRYBABY & EVA ranking first for “what to eat”. ENFA - running a lot of media (Banners, expert question modules etc) for Brain Expo ,How can we differentiate?,Go beyond just giving a list of rules; and make good health (nutrition & exercise) during pregnancy easier to follow.,Emotion of audience,SHSH relevant module,Mode",Journey,Journey ",Trang Nguyen,View",Journey overview ,= Golden moments we should focus on and own,FAMILY PLANNING,FIRST TRIMESTER,SECOND TRIMESTER,THIRD TRIMESTER,+,Positive",Engagement Fuel,-,Negative",Engagement Fuel,!,It’s finally happened!"Pregnancy test is positive! Time to find a doctor. !,The time is right"I have been married for a few months and am starting to think about the first baby. My husband wants a boy.!,!,Could it be? "I feel sick last few mornings - is it a sign? !,!,How’s it growing?"Coming up to my 12-week scan - I wonder how my baby is going in there?!,Hubby LOVE "My husband is really indulging me and looking after me - driving me to work etc, Can we still be intimate?,Naming time!"Research & discuss meaningful names and also nick name with hubby & family ,Is it labour? "Bad pain in my lower back? is this happening? Will it be like the movies?!,Health do’s & don’ts "Start private research on what I should and more importantly should not be doing.,!,Having trouble "Wasn’t as easy as I first thought - I need to make sure everything is OK!!,Walking the tightrope "Now that I can tell people I find that I am being bombarded with opinions!,Weight scare "Looking more pregnant and like I am putting on too much weight. Doctor tells me to exercise but don’t have time !,Unprepared!"Delivery time coming up; I need to think about the birth and plan for the aftermath!,Miscarriage?!"Had some spotting today - is that normal? Is baby OK?!,Think / Feel:,With almost a 3rd of pregnancies ending in miscarriage (mainly in 1st trimester) this is a universal concern. Anything abnormal raises massive alarm bells during this stage and causes much anxiety.,Do:,Research; speak to mum / hubby. Book doctors appointment / call hotlines.,Search Terms: ,“Pregnancy Issues” (38.1k)
(miscarriage) ,!,Social Discussions: ,Obstetric complications (#11) ,Emotion of audience,Influencers: ,People close to her (Family / husband) Internet / Forums Doctor ,Environments: ,Work - Online during day HCP - doctor’s clinic,Competition: ,Dumex is ranking number 3 for miscarriage with a support line. ,How can we differentiate?,25% of women we spoke to identified information and support about miscarriage as only 1 of 3 major gaps in Vietnam. As miscarriage is so common; we should help women cope and feel confident to conceive again.,Mode",Journey,Journey ",Trang Nguyen,View",Journey overview ,= Golden moments we should focus on and own,FAMILY PLANNING,FIRST TRIMESTER,SECOND TRIMESTER,THIRD TRIMESTER,+,Positive",Engagement Fuel,-,Negative",Engagement Fuel,!,It’s finally happened!"Pregnancy test is positive! Time to find a doctor. !,The time is right"I have been married for a few months and am starting to think about the first baby. My husband wants a boy.!,!,Could it be? "I feel sick last few mornings - is it a sign? !,How’s it growing?"Coming up to my 12-week scan - I wonder how my baby is going in there?,Hubby LOVE "My husband is really indulging me and looking after me - driving me to work etc, Can we still be intimate?,Naming time!"Research & discuss meaningful names and also nick name with hubby & family ,Is it labour? "Bad pain in my lower back? is this happening? Will it be like the movies?!,Health do’s & don’ts "Start private research on what I should and more importantly should not be doing.,!,Having trouble "Wasn’t as easy as I first thought - I need to make sure everything is OK!!,Walking the tightrope "Now that I can tell people I find that I am being bombarded with opinions!,Weight scare "Looking more pregnant and like I am putting on too much weight. Doctor tells me to exercise but don’t have time !,Unprepared!"Delivery time coming up; I need to think about the birth and plan for the aftermath!,Miscarriage?!"Had some spotting today - is that normal? Is baby OK?!,Think / Feel:,Excited that she’s nearing the end of her first trimester; but anxious that things may go wrong. This is the trimester that she’s most concerned about fetal development as all major organs are forming.,Do:,Going to her monthly check-ups & checking on the dev of her baby,Search Terms: ,Baby development in womb - week by week (52k - group) ,!,Social Discussions: ,Fetal development (#5) & Prenatal Care - Stages / height / weight etc - Detection of fetal problems,Influencers: ,People close to her (Family / husband) Internet / Forums Doctor ,Environments: ,Work - Online during day HCP - doctor’s clinic,Emotion of audience,SHSH relevant module,Competition: ,ENFA - talks about the fetal development milestones in the womb; mainly from an intellect perspective (wit, communication, emotion),How can we differentiate?,Create a link between fetal milestones and maternal health & nutrition. Potentially: Explore milestone in the context of a baby’s lifelong health.,Mode",Journey,Journey ",Trang Nguyen,View",Journey overview ,= Golden moments we should focus on and own,FAMILY PLANNING,FIRST TRIMESTER,SECOND TRIMESTER,THIRD TRIMESTER,+,Positive",Engagement Fuel,-,Negative",Engagement Fuel,!,It’s finally happened!"Pregnancy test is positive! Time to find a doctor. !,The time is right"I have been married for a few months and am starting to think about the first baby. My husband wants a boy.!,!,Could it be? "I feel sick last few mornings - is it a sign? !,!,How’s it growing?"Coming up to my 12-week scan - I wonder how my baby is going in there?!,Hubby LOVE "My husband is really indulging me and looking after me - driving me to work etc, Can we still be intimate?,Naming time!"Research & discuss meaningful names and also nick name with hubby & family ,Is it labour? "Bad pain in my lower back? is this happening? Will it be like the movies?!,Health do’s & don’ts "Start private research on what I should and more importantly should not be doing.,!,Having trouble "Wasn’t as easy as I first thought - I need to make sure everything is OK!!,Walking the tightrope "Now that I can tell people I find that I am being bombarded with opinions!,Weight scare "Looking more pregnant and like I am putting on too much weight. Doctor tells me to exercise but don’t have time !,Unprepared!"Delivery time coming up; I need to think about the birth and plan for the aftermath!,Miscarriage?!"Had some spotting today - is that normal? Is baby OK?!,Think / Feel:,She feels as though she’s walking on eggshells - if she’s doing something that might be bad for baby / against tradition; she’s afraid she’ll be blamed.,Do:,Most likely following the basics and doing her research on the others.,Search Terms: ,Pregnancy traditions / customs (22k) ,!,Social Discussions: ,Risky activities (#16),Influencers: ,Relatives Friends / Colleagues Strangers (As she’s starting to show),Environments: ,Work - Online during day Out and about Home ,Emotion of audience,Competition: ,The category lists out what mums should avoid. ,How can we differentiate?,Alleviate the guilt. ",Mothers’ #1 concern is the health of their babies. Provide a fact-based evaluation / balanced view of traditional customs based on baby & mum’s health; to enable her to decide which she’ll follow and which she’s happy to forgo.,SHSH relevant module,Mode",Journey,Journey ",Trang Nguyen,View",Journey overview ,= Golden moments we should focus on and own,FAMILY PLANNING,FIRST TRIMESTER,SECOND TRIMESTER,THIRD TRIMESTER,+,Positive",Engagement Fuel,-,Negative",Engagement Fuel,!,It’s finally happened!"Pregn
