Consumer Data Analytics and Brand Marketing, Pt. 1
When purchasing a product, consumers’ initial consideration of brand is important: the small number of brands people regard at the outset make up for potential purchasing options which influence their final decision. Nonetheless, for everyday consumables, the decision-making journey that customers go through is hardly linear. There are many more moments, or touch points, when consumers are open to influence as they actively or passively decide on whether to purchase the same product from the same brand again.
For this reason, brand already under consideration by customers can no longer take the status for granted. To influence final purchase decision, brand marketers will need to develop strategies to reach customers not only in their initial-consideration stage, but more importantly, the post-purchase stage, where crucial touch points such as word-of-mouth recommendations from friends and family and online customer feedbacks continue to affect their decision journey.
A case on Clorox® Disinfecting Wipes
Taking Clorox® Disinfecting Wipes as an example — what’s keeping consumers coming back to the product? Is the brand communicating efficiently to consumers? Does the product sell differently on Amazon and Walmart (see our blogpost on sell on Amazon vs. Walmart)?
Signals performed a textual analysis of a total number of 25,829 Internet reviews from Walmart and Amazon on 4 Clorox Disinfecting Wipe products using our data connectors, and turned consumer comments into visualization and insights that are ready-to-use for driving brand marketing strategies.
What are consumers saying about your product?
The Signals platform conducted analysis based on customer reviews of 4 Clorox® Disinfecting Wipes products below:
[caption id=”attachment_371" align=”alignright” width=”150"]
Citrus Blend, 75 Count, Walmart[/caption]
[caption id=”attachment_372" align=”alignright” width=”150"]
Value Pack, Citrus Blend and Fresh Scent, 225 Count[/caption]
- Citrus Blend 75 Count
- Value Pack, Citrus Blend and Fresh Scent, 225 Count
- Value Pack, Citrus Blend and Fresh Cent, 105 Count
- Value Pack, Fresh Scent, Citrus Blend and Orange Fusion, 300 Count
Consumers’ remarks are captured in significant phrases and visualized into central themes:
[caption id=”attachment_369" align=”alignnone” width=”840"]
Category Overview of Citrus Blend, 75 Count, Walmart[/caption]
Central themes of consumer reviews on Citrus Blend, 75 Count:
- Paper towel, spray bottle
- Flu Season, cold
- Door knob, light switch, counter top
Themes above consistently dominate online reviews on products of Clorox® Disinfecting Wipes analyzed across Walmart, Amazon and Clorox.com. At an easy glance, marketers will know what consumers are using this particular product for and why:
- Peace of mind — Clorox® Disinfecting Wipes are a lot easier than cleaning with paper towels and spray bottles.
- Use around cold and flu season — touching up areas and preventing the spread of germs
- Multiple areas of use — wiping door knobs, light switches, counter and stove tops, toilet seats, toys, and so forth
Consumers are counting on the multi-functionality of the product, its easy-to-clean nature for daily use as well as during flu season — all being the reasons why they will come back to the same wipes again and again.
Are your marketing messages in touch with what consumers think of you?
When potential consumers evaluate Clorox® Disinfecting Wipes on Clorox.com, they are channeled to 3 questions below:
“Why are Clorox® Disinfecting Wipes better to use than paper towels, sponges and dish rags? Do Clorox® Disinfecting Wipes have a clear-drying formula? Do Clorox® Disinfecting Wipes kill cold and flu viruses?”
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Clorox Disinfecting Wipes Product Benefits on Clorox.com [/caption]
The product benefits on Clorox’s official website highlight the wipes’ utility during cold and flu seasons as well its easy-to-use quality, which are two out of the three most significant themes that its consumers are talking about. In this case, it seems that brand marketers are communicating effectively to consumers by asking the right questions, and the feedback loop shows that consumers are engaging with these messages.
Signals analysis of consumer-driven data can help you understand the reason behind purchase. It also offers a reality check to your brand’s marketing message — whether or not it aligns with what your consumers are saying about you.
In Part 2 of this blogpost, we will see the temporal trends of consumers’ feedbacks as well as dive into their likes and dislikes. Furthermore, we will combine unstructured data and structured data to delve into customer retention, and why they are a huge asset for your brand marketing.
*See Consumer Data Analytics and Brand Marketing Pt. 2 for more insights