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An analysis of Moto X and competing brands

CrowdANALYTIX Inc. 2013

CrowdANALYTIX Inc. 2013

CrowdANALYTIX Inc. 2013

© 2013 CrowdANALYTIX, Inc. All rights reserved. Reproduction or sharing of this content in any form without prior written permission is strictly prohibited. To purchase reprints of this document, please email connect@crowdanalytix.com. Information is based on best available resources. Opinions reflect judgment at the time and are subject to change.

CrowdANALYTIX Inc. 2013

CrowdANALYTIX Inc. 2013

Consumer voices related to both offline and online channels were analyzed across customer engagement levels

CrowdANALYTIX Inc. 2013

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data analyzed by 3400+ experts from over 50 countries with backgrounds in business, statistics, computer science; many with PhDs Proprietary information streams processed from over 100,000 public sources including social media, financial data, reports, blogs, news, forums, open APIs, etc Every analysis exercise results in 30-60 high quality interpretations. Top 3 as well as the collective view are delivered to clients

CrowdANALYTIX Inc. 2013

CHALLENGES

OUR SOLUTION

2.5 quintillion bytes of data is generated everyday by companies, consumers, influencers, machines, etc through millions of information sources. Its impossible for small teams of data scientists to find signals in this deluge.

CrowdANALYTIX enables hundreds of data scientists to compete against each other. Each data scientist independently develops their own approach. The best of these approaches and the collective view are delivered to clients within weeks

True value is hidden in the interactions between the millions of data sources. Finding the right combination is part art and part science. Traditional approaches rely on one or two frameworks, which might or might not be the most optimal

Through execution of over 40 client engagements, CrowdANALYTIX has built a robust set of transformation tools to process raw unstructured public data into structured and usable data sources. These proprietary data streams combined with the power of our community enable us to perform superior analysis that can be relied upon

CrowdANALYTIX Inc. 2013

Brand Engagement Analysis of Moto X and competing brands

CrowdANALYTIX Inc. 2013

90% of Americans are online and are constantly raising their voices about brands they love and hate. Not only do they like Facebook pages of their favorite brands, they also tweet about their favorite TV shows. If analyzed right, digital voices of consumers can help accurately measure the impact of multichannel campaigns in real-time. This report represents one such analysis.

By analyzing consumer voices of brands, CrowdANALYTIX can help brands get an understanding of: 1) The overall awareness of their brands across engagement cycle;

2)
3) 4)

The drivers of purchasing behavior;
How they compare with their competitor’s; and How to accurately attribute contribution of each offline and online channel in driving brand awareness

CrowdANALYTIX Inc. 2013

 Samsung proved to have the highest customer engagement; as much as 6 times that of Lumia which had lowest customer engagement score  HTC’s campaigns around the new metallic variant helped it to scale high on customer engagement  However, MotoX’s Moto Maker campaign provided boost to its brand differentiation. Moto Maker campaign contributed ~50% to its brand reinforcement

CrowdANALYTIX Inc. 2013

Performance Review

CrowdANALYTIX Inc. 2013

Samsung's online campaigns did 30X better than Moto X's

Moto X had only 1/3rd of HTC's impact on offline channels

88% of the impact on Moto X's brand
came from offline channels!

CrowdANALYTIX Inc. 2013

Samsung performed 20X better than Moto X on online channels

Moto X's offline campaigns did 12X better than Nokia Lumia's

98% of the impact on Moto X's brand
came from offline channels!

CrowdANALYTIX Inc. 2013

Samsung performed 50X better than Moto X on online channels

HTC's offline campaigns did 8X better than Moto X's

88% of the impact on Moto X's brand
came from offline channels!

CrowdANALYTIX Inc. 2013

Samsung performed 150X better than Moto X on online channels

HTC's offline campaigns did 7X better than Moto X's

94% of the impact on Moto X's brand
came from offline channels!

CrowdANALYTIX Inc. 2013

Samsung performed 12X better than Moto X on online channels

Moto X's offline campaigns did 5X better than Nokia Lumia's

Both online and offline campaigns were effective in influencing consumers to evangelize the Moto X brand

CrowdANALYTIX Inc. 2013

Effectiveness of Campaigns in reinforcing their brand differentiation

CrowdANALYTIX Inc. 2013

Brands run multiple campaigns at the same time trying to keep a mix of both offline and online campaigns. Campaigns have been progressively transformed from being a broadcasting tool to a decisive factor in establishing long term relationship with consumers. Billions of dollars are spent each year in establishing the brand connect and the expenditure is only going to increase. Understandably, onus is on the marketers to justify the value of the campaigns.

The next section helps identify which of the campaigns were the key contributors.

CrowdANALYTIX Inc. 2013

Samsung’s campaign of #GalaxyGear and HTC’s campaign of a new metallic variant were observed to be most impactful campaigns in last three weeks. were offline; launch of a new variant by HTC, launch of a new feature by Samsung, launch of new TV ad by MotoX Inference: Offline events are observed to have strongest clout as far as mobile industry is concerned

4 out of top 5 campaigns

CrowdANALYTIX Inc. 2013

   

HTC’s Metallic body campaign impacted the consumers across all the stages; from Consideration to Evangelism Samsung’s campaign around #GalaxyGear was the most effective in making consumers share experiences Buyers of Moto X phone were most vocal about the brand’s ‘Make With Moto’ and Lazy Phone campaigns None of the campaigns could trigger consumers to Evaluate the products as a pre-purchase exercise

CrowdANALYTIX Inc. 2013

Actionable recommendations to Moto X

CrowdANALYTIX Inc. 2013

Once brands have an understanding of how they are performing against their competitors in gaining mindshare and brand association of their consumers, they also need to understand the top factors causing these shifts and how they need to impact those top factors to improve their performance in future campaigns.

The next section helps identify the top factors that contributed to the success or failure of specific Moto X campaigns.

CrowdANALYTIX Inc. 2013

 100 experts independently identified factors

 30 digital streams were evaluated
 250 factors were uncovered  The top 5-10 factors that impacted the success or failure of Moto X campaigns were delivered to clients  Recommendations were provided on actions that could help in improving performance of future campaigns  The entire exercise took 4 weeks

CrowdANALYTIX Inc. 2013

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CrowdANALYTIX crowdsources business research including market potential analysis, consumer insights and competitor intelligence for global enterprises. Every project receives 50 - 100 independent responses through a competition held on their proprietary data platform. Best responses from every project are collated and delivered to clients within weeks. Founded in 2011 and with offices in Silicon Valley, USA and Bangalore, India, CrowdANALYTIX manages a community of more than 3400 data analysts from over 50 countries. The analysts have experience across industries and many are PhDs in statistics, econometrics, mathematics and computer science.

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CrowdANALYTIX Inc. 2013