CGM Metrics Industry Analysis

A Contrarian Proposal

Alan D. WIlensky, Analyst, vCastProfiles

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Establishing the Practice of CGM Services is not centered solely on Technology. The primary hindrance comes not from the early sector leaders – Cymfony, Umbria, Etc. The multi-billion dollar brand equity and consumer demographics agencies are total owners of the Fortune 1000 in CPG, CE, Automotive, Etc. Mid-Market companies do not control enough brand equity to benefit from CGM services due to low-frequency of "mentions". However, the SME is the recipient of brand choices, and must adjust philosophy as to catalogs, relationships, and services outcomes.

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Cymfony Acquired by TNS An Advertising Research Conglomerate One Step Below Brand Equity What Does This Mean? Cymfony Topped Out Production / Hiring Brand Suitors NOT Interested

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Agencies – Zero Tech Footprint (Umbria) CGM Hybrid Practices (Cymfony, Buzzmetircs) ASP models absent, but not undeclared Other metrics (Influence, Buzzlogic) Expert Consultants (i-Alias,You-Know) Integrators – IBM, EDMS soon

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Custom to Syndicated Research – more cost efficient Low Cost or Free via UTB – via blog hosts and aggregators M&A – early indications of shift to advertising analytics support, and failure to impress brand equity giants – trend too early to call

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MNC: Fortune 500 CPG, CE, and Automotive spends 100's M to billions on brand equity Curious about CGM, threw a few bones to the leaders Concerned that there are no standards between vendors – measurements differ for identical training sets. Disconcerting. Awaiting integrated solutions with full metrics

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SME: Tough nut to crack – victim, not owner of brand.

Greatest Disruptive Opportunities !!

Q: An empty, unexploited sector – why?

A: Requires creativity, resources, tangential thinking

Needs a flex model to span MNC services that connect to SME's that represent their brands, and…

A model that delivers daily, cost effective, actionable brand intelligence.

Current CSA offerings are woefully inadequate for both the MNC and especially

Customer Relationship Management Business Process Management Business Rules Engine Business Intelligence
Text Analytics + Enterprise wide applications = Strategic decision making

Previous Flair Report basically accurate, but market model is significantly more in flux, dependent on classic brand services, and needs to supersede state of technology.

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SME wants product line performance data MNC wants dealer and distributor outcome data Both have CS data – can sanitize and open to both. Reconcile CS data and CS outcomes with highly targeted CGM metrics –

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Highly Accurate and Structured Ontology – Brand, Product, Distributor, Dealer, Customer, Contact, Reason, Outcome. SME monitors and adjusts product lines and

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Will companies open CS data from call centers? How to Incentivize? There are big wins for both. MNC through SME connection as distribution, retailer and dealer chains have contiguous CS and shared brand/product performance monitoring concerns. But from different perspectives

Balanced Services

CSA Early Sector
No Integration Mimics Brand Equity Practices, and badly at that. No standards from vendor to vendor Soon to be commoditized No continuity, stops at subjective language, and is less authoritative than panels and surveys.

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Integrates with Call Center Measures Performance Verifies Catalog Choices Tracks Brand and Channels through most consumer touch points . Complex Technical Engagements at first, but gets better as

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The Universal Taxonomy of Customer Service and Product Performance Outcomes Unambiguous Grading of Entire Retail or B2B chain that unifies mentions of brand, products, interactions, outcomes, and CGM Tight Modular Ontologies – Directly Actionable No nonsense predictors of catalog performance