A Presenta*on from Big Data 22 February 2013
Online Anthropology, A New Approach To Advocacy Management
David Rabjohns
MOTIVEQUEST LLC
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NewMR Big Data Event February 22nd 2013
David Rabjohns, MotiveQuest, USA Big Data, 22 February 2013
MOTIVEQUEST IS A NEXT GENERATION RESEARCH COMPANY Applying the techniques of research to big social data
David Rabjohns, MotiveQuest, USA Big Data, 22 February 2013
OUR CLIENTS ARE LOOKING TO SOLVE BUSINESS CHALLENGES
We help them using the disciplines of market research applied to big data. FINANCIAL
CELLULAR
Gold Award In New Research Category 2009 Jay Chiat Planning Awards AUTOMOTIVE
RETAIL/CONSUMER
PHARMACEUTICAL
Gold Award for Measurement 2011 WOMMA WOMMY Awards TECHNOLOGY
FOOD/DRINK
PACKAGED GOODS
Silver Award In Consumer Electronics 2012 David Ogilvy Awards
David Rabjohns, MotiveQuest, USA Big Data, 22 February 2013
OUR APPROACH
Custom collected data, unique tools, and expert strategists who turn data into insights BETTER SAMPLE DATA + SMARTER SOFTWARE + EXPERT STRATEGISTS BREADTH
ASSOCIATIONS
CLUSTERS BALANCE OF LOGIC & INTUITION
METHODOLOGY TRENDS
MOTIVATIONS
PATTERN RECOGNITION
CORRELATIONS
COHORTS
CREATIVE EXPERIMENT DESIGN
ORGANIZATION
ACCURACY PERSISTENCE & STUBBORNNESS
David Rabjohns, MotiveQuest, USA Big Data, 22 February 2013
Activating Advocacy
David Rabjohns, MotiveQuest, USA Big Data, 22 February 2013
IN THE NEW WORLD BRAND ADVOCACY IS THE KEY METRIC Our approach helps identify it, measure it and understand it
Marketing Problems
Sales
David Rabjohns, MotiveQuest, USA Big Data, 22 February 2013
In 2009 Sprint was losing customers at a quicker rate than AT&T and Verizon and gaining less
David Rabjohns, MotiveQuest, USA Big Data, 22 February 2013
Unique methodology
David Rabjohns, MotiveQuest, USA Big Data, 22 February 2013
CARRIER SWITCHING TOPICS SENTIMENT MATRIX: 6/1/2008 – 5/31/2009
Models and features where the biggest reason to leave David Rabjohns, MotiveQuest, USA Big Data, 22 February 2013
Advocate passion
Service was the biggest reason to stay David Rabjohns, MotiveQuest, USA Big Data, 22 February 2013
Date: 1/19/2009 Subject: G1 love
“I was swooning over an iphone a few months back and its siren song almost seduced me…. …but I have been loyal to Tmobile and they have treated me well…[and] didn’t want to desert them for AT&T. So I held off and waited for them to release the G1 and I have to say, I am so happy I did…Not as flashy as the iphone, but just as cool.” Source: http://www.howardforums.com
David Rabjohns, MotiveQuest, USA Big Data, 22 February 2013
Sprint was disadvantaged in all three
David Rabjohns, MotiveQuest, USA Big Data, 22 February 2013
Switching Less carrier control
Better models Better features Better coverage
Reasons discussed for switching
Sprint had less immediate control on the reasons to switch
David Rabjohns, MotiveQuest, USA Big Data, 22 February 2013
Switching Less carrier control
Better models Better features Better coverage
Reasons discussed for switching
Staying Good customer service Good coverage Good models
Brand advocacy
So we focused on the key reason to stay
David Rabjohns, MotiveQuest, USA Big Data, 22 February 2013
Focus area
TELCO
FINANCIAL
TRAVEL
AUTO AUTOMOTIVE
David Rabjohns, MotiveQuest, USA Big Data, 22 February 2013
RETAIL
Service satisfaction drivers
David Rabjohns, MotiveQuest, USA Big Data, 22 February 2013
The solution went far beyond communications David Rabjohns, MotiveQuest, USA Big Data, 22 February 2013
Saved or new users: Av. Revenue per user Incremental Revenue
2.31m $58 $133.98m 1
2
David Rabjohns, MotiveQuest, USA Big Data, 22 February 2013
TRACKING: After the initial engagement we track progress every quarter.
15.0%
24.6%
19.0%
25.1%
112.7%
-23.1%
-27.2%
Source: Sprint Customer Service, 2/1/2010 - 9/30/2010
David Rabjohns, MotiveQuest, USA Big Data, 22 February 2013
Q & A
David Rabjohns Mo:veQuest
Ray Poynter Vision Cri:cal University
David Rabjohns, MotiveQuest, USA Big Data, 22 February 2013
David Rabjohns CEO, MotiveQuest
[email protected] Twitter: #motivequest Blog: http://www.motivequest.com/blog/ Slideshare: http://www.slideshare.net/motivequest Facebook: http://www.facebook.com/MotiveQuest
David Rabjohns, MotiveQuest, USA Big Data, 22 February 2013
