s University

outhampton
of

MEASURING MARKETING
EFFECTIVENESS

LECTURE 5: CONSUMER MINDSET

METRICS:
SHARE OF HEARTS AND MINDS
Dr. Ying Feng
 University of
@Southampton

Today

1. Brand Awareness: Key Concepts and Considerations

2. Brand Attitude: Key Concepts and Considerations

3. Customer Satisfaction: Key Concepts and Considerations

4. Eye-tracking for Brand Awareness

 University of

Linking to Course Content @Southampton

Rust et al. 2004

*Net profit, Margins, ROMI
Marketing Actions The Firm

Tactical Actions Strategies

Advertising, ¢ Promotion strategy, -
Senice iImprovements, etc. product strategy,
channel strategy, etc.
*Market Share

Impact on attitudes, | Brand equity,

“Mindset impact on satisfaction.
ete. || customer equity, stc.

L I
*Brand Equity
Customer Value

Market Impact Market Position

Markat share impact, [™" arkot shara,
salos impact, otc. salos, olc.
*Product Innovation
*Place: Retail and
Distribution v . 4
*Price/Promotions: Sales
Promotions and Financial Impact L 4! Financial Position
Advertising ROI, EVA, etc Profits, cash flow, etc.
*Digital

¥ Y
ImpactonFirmValue | | Value of the Firm
MVA Market caplakzation,
Tobin's q
@g@ University of
\&/Southampton
 University of

Did the Campaign Work? (YouGov results) @Swthampw“

Ad awareness rose 7% (18 to 25%) from lowest to highest point

KFC‘ ‘The Whole Chlcken ad achleves cut

through desplte criticism
YouGov Brandindex KFC Ad Awareness Score (am all respondents

A —
01-Jun-17 15-Jun-17 29-Jun-17 13-Jul-17 27-Jul-17

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Brand Awareness

Difficulty Soo
Level
All topics Bendle et al;
p.45-55
 B southarmoton
Awareness

The percentage of potential customers who recognise — or

name — a given brand.

Bendle et al, 2021 (p.46)

Goal @scuthameton

To identify the reach and memorability of the brand or a

specific campaign.

Brand awareness (general)

Brand awareness (period)
Campaign awareness
Product awareness
 . @Sgflvtefigmpton
Requires
Surveys with members of the target population (pulse: online /
offline)

Personal interviews (sometimes using a stimuli; e.g. a product,

etc.)

Digital real-time insight (e.g., Search Engine Data, Social Media

Listening, Website Traffic, Al and Big Data Analytics)
Approaches @s University of
outhampton

A. Aided:
Prompted in terms of the brand (or product, ad):

“Have you ever heard of Mercedes-Benz”

B. Unprompted (top of mind):

Prompted by the category but not the brand:

“Which car manufacturers can you name?”

 University of
@Southampton

Phillips Electric Shaver

PHILIPS Netherlands release Phillips Nivea for men

shaver

Launched for Christmas

Campaign included integrated media with TV,

MTV promotions, billboard (train & elsewhere)
posters, online etc.
 @s University of

Phillips
outhampton

Marketing research company

conducted weekly questionnaires
with 120 men

Questions included:
“...thinking about all the different places you
have seen, heard, or read about electric
shavers recently, including all the different
kinds of advertising and other activities that
promote them; have you seen, heard or read
anything about the following brands
recently?”
 University of
@Southampton

90 s Philips e ememBraun e=——Panasonic - «=-Remington

§ 80
= 1
gy =65% 72%, — 70% == 68% 67%
:g « 61% Ssaw”
= 9 50 51%\

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10 % 6% ——7% a 7%

Sth-12th 26thNov- 3rd-9th 10th-16th 17th-20th 21st-27th 28th D«-‘

Oct 2nd Dec December 4th Jan

The chart reveals the awareness relative to competitors. Initial increase but only
momentarily.

Comparisons to the baseline (65%) showed little change

Awareness Considerations
 @Sumvtelt‘sity of "
. . . outhampton
Considerations-Response bias P

) Social Demand
Recall Bias Desirability Effects
Bias

a systematic response bias a number of

error caused by that is the situations where
differences in tendency of expectations or
the accuracy or survey cues from
completeness of respondents to experimenters or
the recollections answer survey
retrieved by questions in a designers can
study manner that will influence the
participants be viewed behavior of
regarding events favorably by participants,
or experiences others. which can lead
from the past. to biased results
 Considerations @southampton

Response bias

Outcomes Orientation
Increased awareness —> Negative outcomes
 = BALENCIAGA [m] l ;
Q, WHAT ARE YOU LOOKING FOR?

NEW ARRIVALS ~ WINTER 22 ADIDAS

'y shipping on all orders | 45-day returns for orders placed betw, X

E S

*Balenciaga’s Improper
Campaign

*- When it comes to the brand

awareness, it is not always the
more the better ...
 2R University of
\&/Southampton

Another example of negative outcome of brand awareness ...

 Brand Attitude
Concepts & Considerations
 Goal @scuthampton

“Customer brand attitude can be thought of as having two components: 1)

The strength of positive or negative valence that a customer experiences
with regard to a particular brand. And 2) the belief that the positive or
negative valence is accurate. In other words, how much does the customer
like/dislike a brand, and how convinced is the customer that this
perception about the brand is correct?”

(DeVault, 2012)
Considerations @southampton

Subjectivity

9/10 6/10
Digital brand association networks Dsouifampton
Consumers often shar “numbers” [frequently
unknowingly].

How: blogs, revie

What are the m mmonly h y for an attitude] a brand

has? Sometime is referred

Imagine an ho witter, wha or terms do ink come up most

frequently for nalds chatter
 @Sgfl?figmpton

Digital brand association networks

Grey circles represent favorable and
white circles unfavorable brand
associations

DORRNN RS Most popular:

A ‘ 2\ Yummy (+)
Price (-)
Price (+)
12 sauce Not enough (-)
% availability

S}
 University of
@Southumpton

Digital brand
association
networks

*Analysis: text analysis / sentiment

analysis (based on dictionaries)

*Results: Valence scores (volume)

—> Sales / Shareholder value (++)
*(Tellis & Johnson, 2007)

*Considerations: ?
Considerations (continued) Dsalthampton

More subjectivity (!) (e.g. sarcasm)

Self-response bias (i.e., tendency to provide inaccurate, or even false, answers to self-report
questions)

S}
 University of
@Southampton

Mid-term module evaluation survey Posted to: 24-25 Measuring

Markering Effectiveness-
Posted on: Monday, 24 February 2025 15:35:58 o'clock GMT 42590
Dear all,

Hope you are well.

We are conducting a mid-term evaluation survey. Please use the following link to share your thoughts about this module. The survey is open till next Monday.

Microsoft Forms
We look forward to hearing back from you.

MANG6533 Teaching Team

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 Customer Satisfaction
Concepts & Considerations
Customer Satisfaction st o
(CSAT)
On a scale of:

Extremely Unsatisfied (1) Bl Extremely Satisfied (5)

... or some other combination of anchors [very dissatisfied...]

Why 1s CSAT so Popular?
University of
@Southampton

Higher satisfaction correlates with:

Higher affective commitment (Johnson et al, 2001) WTP

Increased repurchase intentions (Fornell et al. 1996)

Willingness to pay more (Homburg et al. 2005)

Greater advocacy (Luo & Homburg, 2007)

Improved advertising efficiency

Lower complaints (Fornell et al, 1996)

Improved share value (stock market returns) (Fornell 2008)

‘What is there not to like?
 . . @Sgfl\ffigfipton
Considerations
Measurement issues
Subjectivity in what being ‘satisfied’ means
Non-response bias (i.e., responders versus non-responders)
 . @Sgflvtefigmpton
Tell me your “feelings™
You have just got back from your first meal at a new restaurant...

Scenario A: The food was excellent, the service was impeccable, the decoration
is wonderful.

Scenario B: The food was poor, the server spilled soup on the table, the
atmosphere was musty.

The restaurant emails and asks you to share your attitude about the
restaurant (and experience [applies to CSAT too]).
 @s University of
outhampton
Considerations

Measurement issues
Subjectivity in what being ‘satisfied’ means
Non-response bias (responders versus non-responders)

Longitudinal analysis (Rego et al. 2013): expectation changes

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 University of

Expectancy Disconfirmation over time Bsuihampton

Disconfirmation Gap = ++++ Disconfirmation Gap ++

Q ©
© ©
. ©® ® ©
Rating © ©

© © © 0
® @ ® ©
Expectation ~ Performance Expectation Performance
Time 1 Time 2

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 University of
@Southampton

5-point and 7-point Likert scales

Strongly Disagree Disagree Neutral Agree Strongty Agree

@) O O O O

mewhat
Strongly Disagree Disagree o oy Neutral Somewhat Agree Agree Strongly Agree
Disagree

O O O O O O O

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Some Alternatives @s University of
outhampton

1. Customer Effort Score

2. Net Promote Score* (by far the most famous)

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 . . . @Sgflvtefigmpton
Other theoretically salient metrics
1. Trust (Ganesan, 1994)
1. Benevolence (has made sacrificies for us; cares for us; has gone
out on a limb for us; like a friend; has been on our side)
2. Credibility (frank; reliable; knowledgeable regarding products;
does not make false claims; honest about the problems; has
problems answering our questions)

2. Commitment (Verhoef, 2003)

~
 Objective Biometric data
* Traditional market research typically uses
Why use eye-tracker as a research questionnaires, interviews, or observation
tool? methods to collect data. These types of data are
subjective.

Gather Behavioural Insights

* Exposing the consumer decision-making
process.
* e.g., Pupils dilate when we’re intrigued by
something or when we’re having an intense
emotional response to what's in front of us.
 Eye-tracker Research Related Bottlenecks

* Price
® ltis an expensive technology due to costly hardware and software
requirements.

¢ Accuracy & Precision

* Poor calibration and inaccurate drift correction can pose severe
problems for eye-tracking experiments.

* Eye movements of some users are often un-intentional.

* Not all eyes can be tracked. Contact lenses, glasses, and pupil color
can all impact the eye-tracking camera's ability to record eye
movements (Tobii 2014).
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 Most Used Eye-tracking Metrics

1. Fixations and gaze points

* Gaze points show what the eyes are looking at.
* Afixation is constituted by a series of gaze points (in time and/or space), which denoting a period
where the eyes are locked towards an object

2. Heatmaps
* Heatmaps are visualizations that show the general distribution of gaze points. They are typically
displayed as a color gradient overlay on the presented image or stimulus.

3. Areas of Interest (AOI)

* An AOlis a tool to select regions of a displayed stimulus. It defines the area by which other metrics
are calculated.

4. Time spent (Dwell Time)

¢ Time spent or dwell time quantifies the amount of time that respondents have spent looking at a
particular AOL.

Source: IMOTIONS
Brand awareness: Survey +Interview +Neuromarketing Evidence

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 University of
@Southampton

Next Week
Topic: Brand Management & Value Metrics: Brand Equity

Contact
Email: Ying.Feng@soton.ac.uk
Office Hours: by appointment via email

Any Questions?