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Starcom MediaVest Group invests $2.5 mn in new tool to measure marketing accountability

06-August-2008
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Starcom MediaVest Group invests $2.5 mn in new tool to measure marketing accountability

Starcom MediaVest Group on August 5 rolled out a new proprietary and ongoing research product IntenTrack that would help measure marketing accountability – Intent. Through this product the Group can track nearly 1,000 people across five cities in India on a week to week basis to understand ‘Intent’, how it influences behaviour and how it is itself influenced by brand interactions.

This continuous weekly track, which identifies consumer intent actions that drive brand sales, is the culmination of 29 months of design, fieldwork and analysis that has tracked consumer response to over 200 brands across 30 product categories in 28 countries and still growing in scale.

“It is our belief that in future, the scarcest resource in our world will be consumer attention. At Starcom MediaVest Group, our vision is to be the leaders of the Consumer Attention Economy,” said Sandeep Lakhina, Managing Director, India-West & South, Starcom Worldwide.

He added, “In 2006, we had embarked on a journey to be the masters of the art and science of Consumer Attention, advancing a forward view of consumers and the communication landscape, creating and activating transformative ideas that connect brands to consumers and predicting and quantifying consumer outcomes. Understanding and measuring ‘intent’ is the central to that initiative.”

“This is a SMG research, which is being conducted via online, and for the on-ground research we have tied up with a company, which will be helping us for the same. As of now, we aim to learn and impart the knowledge of IntenTrack among our team members across India so that we can fill the gap that exists between awareness and attitude and help the consumer marry the brand,” Lakhina further said.

Since January 2007, Starcom MediaVest Group has been running IntenTrack tracking studies in all the major markets across the world, including 11 markets in Asia. The one of its kind single source study identifies all the different ways consumers interact with the brand, from classical television to peer-to-peer conversations. In the same period, the consumer’s intent behaviour towards those brands has been captured. These intent behaviours range from low-level behavioural shifts such as changing attitudes towards the brand to intent behaviours more directly related to purchase such as seeking information, talking to others, and visiting a store to experiencing the brand and finally, to purchase.

S Ranganathan, VP – Insights & Analytics, South East & South Asia, Starcom MediaVest Group, said, “Intent moves us beyond engagement and gets us closer to predicting and assessing a measurable, behavioural reaction of the consumer. The consumer’s response to a message could be on any of the four platforms – consideration (deep curiosity), validation (seeking an opinion), expression (giving an opinion) and exploration (active searching on the web). It can ultimately encompass a consumer’s desire to purchase or recommend a brand.”

He further said, “This is a consumer-centric study, which will be based on the output and outcomes of the consumers and will produce actual KPI’s (Key Performance Indicators), which will feed normative database for predicting future consumer investment strategy and will not be arbitrary in nature. At present, we have tested across 25 categories in 11 Asian markets, but for India, we have currently short-listed five products – beer, flat-screen TVs, haircare products, insurance and mobile service providers. And these five products are going to be monitored across five different cities, which include the metros.”

Over the last 20 months, Starcom MediaVest Group has had dialogues with over two million consumers about their media, intent behaviours and purchase habits.

“The global investment that we have put into IntenTrack surveys and analytics is testament to our belief that capturing consumer’s attention can be measured, predicted and related back to sales,” said Ravi Kiran, CEO-South East & South Asia, Starcom MediaVest Group.

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