CASE STUDY
KPN and KPI’s
Every advertiser is advertising to increase sales and grow their brand. But what KPI is driving sales the most? To find this ingredient for growth dutch main Telco brand KPN was struggling with the best strategy. Traditional Brand Health tracking was used, but the link to sales was missing.
OUR SOLUTION
Lots of companies are struggling to connect the dots. There is research and lots of data. RealityAnalytics is designed with that challenge in our minds. So for the right answers it’s important to use the right data sources and integrate this in our overarching model. In the first place it was important to have weekly data to create different time series. For that reason, the RealityAnalytics was set up weekly with small sample sizes. Now we added KPN’s weekly sales to our analysis enabling us to analyse patterns and KPI’s for growth!
FINDINGS
Via correlation and regression analyses on different timeseries DVJ Insights analyzed to what extend certain KPI’s have an impact on sales. Like many of our clients, lots of variables are being considered as KPI. In our analysis we found only three imago statements asked in the survey mentioned, were qualified as having a positive impact on sales.
CLIENTS ACTION
Compared to the competitors of the brand, the brand itself had the strongest brandfunnel. Inside this funnel (awareness, attitude, consideration and preference) most room for improvement was situated between awareness and consideration. With this insight the client developed a strategy that was focused on increasing consideration within the context of that category. Next to strategic insights, the results were finally used for optimizing communication copy.
MORE INFO
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Full case in PDFDetailed content on the KPN-case can be found in this PDF-document.
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