Tracking Multichannel, Real Time Customer Experience

Traditional brand tracking was not getting to the level of detail that Britvic/Pepsi needed to understand the on and off trade activity as well as more traditional advertising. This presentation shares insights on tracking real time customer experiences and how they impact business decisions.

Problem: Traditional brand tracking was not getting to the level of detail that Britvic/Pepsi needed to understand the on and off trade activity as well as more traditional advertising.

Approach: Through continuous Experience Tracking of carbonates, we have seen that the biggest touchpoints in this market are actually Consumption, Off Trade and On Trade with traditional media channels, like TV, press and outdoor having much lower Reach and Experience Share. The inherent power of the consumption experience was being underplayed in communication and retailer mailings were identified as being particularly persuasive.

Action: A series of tests are in place within the on and off trade to optimise Britvic/Pepsi’s presence within these environments. Individual strategies are being worked up by different teams within the business and their agencies.

Below is Tracking Multichannel, presented jointly at Cranfield School of Management Customer Forum, November 2010.

 

This content was provided by MESH Planning. Learn more at www.meshplanning.com.

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MESH Experience

MESH Experience

London, , United Kingdom
Telephone:
+447408 806 528
Email:
info@meshexperience.com
About MESH Experience:
Our unique ability to measure all forms of brand experience and correlate them to performance is the single best way to drive brand growth.
www.meshexperience.com

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MESH EXPERIENCE’S SHANE BAXENDALE AWARDED DOCTORATE

MESH Experience

Shane Baxendale, VP, Data Science, at MESH Experience, the award-winning global data, insight and analytics company, has been awarded a doctorate from Cranfield School of Management.