Capabilities New + Old: Complimentary Practices for Today’s Consumer Reality
Sandra Kang, Director, Brand Insights, Digital Insights & Consumer Affairs, Clorox
Not so long ago, we could take out a TV add, take out a newspaper add—and win with consumers. Now, it’s all different for the CPG industry. The, retailers led.
We have moved into the Consumer Led Era. This is the era in which we compete.
Clorox responds to consumers with a social media team. We also increasing support our products on many e-tail channels.
We are on a journey to change the way we work. We call it Sense & Respond marketing. We have a cross-functional team that includes a data scientist, an analyst, and insights person as well as technologists, and others. We are a prototype.
When we came up with the frame work of Sense & Respond, we saw that we moved from an aggregated, rear-mirror view of consumers, into a dynamic, predictive, custom view of each consumer.
Change is hard. Innovation can be even harder. The practical application of this framework means that “innovation is hard, you have to be bold, take risks, and challenge the things we think we know,” a quote from Carl Bass, CEO of Autodesk, Inc.
Lesson one: Back to basics: Revisit the scope of insights; redefine what it means.
Call-to-action: Redefine what an insight is. Do store visits. Look at competitors. Play beyond the strategic cloud. Immerse yourself in what the consumer sees. Next, make allies within the organization. Find their pain points. Build a rapport.
Lesson two: Research innovation is not dead. Marketing technology can be a significant enablers of research innovation.
Call-to-action: Be bold. Be curious. Harness the power of these new sources of truth, this new world of data. Turn attitudinal segments on its head. With big data, they were able to help the Britta brand test four distinct campaigns to test, then analyze the results. The exercise had the team re-imagine targeting, segmentation, and attitudinal work.
Lesson three: Insights, always on.
Call-to-action: Insights is no longer a job for one. Leverage your business partners. Give them voice. Establish a collaborative partnership. One-and-done insight creation is a thing of the past. Start with a hypothesis, and then turn it into a playbook for generating on-going insights. Gather a team.
Lesson four: Insight curation, not just creation
Call-to-action: Because three key drivers of change, aim for customer-centricity. Data is profuse and prolific. The explosion of Martech means that data is accessible to everyone.
Therefore, we are moving to a three-stage model:
1. Insight cultivation
2. Insight curation
Here are the lessons learned:
· Let’s be messy
· Maintain reasonable expectations
· Keep an open mind
· Data quality is still a top priority
· Make friends internally
· Get support of senior leaders
This journey is two to three years old. We are both unlearning and learning new ways. The goal is to make this the default practice by 2020.
Michael Graber is the managing partner of the Southern Growth Studio, an innovation and strategic growth firm based in Memphis, TN. Visit www.southerngrowthstudio.com to learn more.