Top Story


Home >> Marketing >> Article

Taking the gut feel out of decision making

Font Size   16
Taking the gut feel out of decision making

Media agency MEC has developed an online tool, Partnership Intelligence, which is designed to aid a marketer. The tool provides in-depth analysis into consumer interest, media consumption and attitudes towards partnership platforms, including sport, music, art, TV programming, entertainment and other global properties. Zubin Tatna, National Director, Planning, MEC says that the basic idea behind the tool is to get marketers to share their brand. Tatna explains that while brand partnership and activation is done across various platforms, most brands choose the platform on gut feel. The new tool aids the marketer by “taking the gut out of decision making”, Tatna said.

The tool helps bring out the effectiveness of different properties available to marketers and helps them identify which property is best suited for the brand as it helps advertisers make choices between seemingly disparate opportunities.

MEC carried out a Partnership Intelligence global research via an online survey across 17 markets, including India, with a sample size of 1,500 in each market. The study offers insights based on people’s motivations and choices and thus helps choose the right partnership or association for a specific brand.

Tatna showcased a study on Indian Premier League (IPL) as a property and the relationship that a consumer has with this property and also how the property is perceived by the consumer. The target group chosen was 25-34 Males, Sec A. IPL emerged as a strong property with the top three attributes being associated with IPL being Playful, Fun and Successful. Looking at the purchase funnel, consumers were asked if they were likely to buy a brand associated with IPL, 86 per cent showed likelihood to buy the brand associated with this property.

The tool also allows multi-platform comparison and it was seen that while IPL was consumed majorly on TV, it was also consumed on various other platforms such as websites, newspapers, radio, mobile apps, etc. The tool also allows a brand to be compared to a property to understand how it can benefit and also determines the various product categories that interest consumers.

The study also revealed ‘Kaun Banega Crorepati’ (KBC) to be the property with most value (72.22). The rest of the list was dominated by reality shows. In sports, FIFA World Cup (79.84) pipped the Indian cricket team as the property with the most value.

Zubin Tatna was speaking on the topic ‘MEC Partnership Intelligence (TM): An Informed Approach to Entertainment, Sports & Partnerships’ at the Mumbai leg of the Pitch CMO Summit 2013, held on March 6, 2013. The Summit was presented by Colors in association with MEC. 

Tags MEC Partnership Intelligence Zubin Tatna Simran Sabherwal

Rishi Pratim Mukherjee finds his eternal peace at home on a typical weekend by reading his all time favourite books or simply switching off

Prashant Puri, Co-Founder and CEO of Adlift, talks about his journey from being the company’s co-founder to an investor and also tells us how automation will soon take the top spot in every marketer's list

Shikha Kapur, CMO- ‎Fox Star Studios, speaks on the evolution of digital marketing in the organisation

Mayank Pareek, President, Passenger Vehicle Business Unit, Tata Motors, on their three-year association with IPL where they will promote their new model Tata Nexon

According to media reports, the new logo will not be very different from the existing one and the changes may not be very visible

Visual highlights from the seventh edition of IMPACT’s 50 Most Influential Women event held in Mumbai on Thursday 22nd March.

The FIR was filed by the police after BARC India’s vigilance team found out that the details of the households where BARC India’s BAR-O-Meters are installed were compromised