No measurement, no marketing.
Brands are changing at an accelerated rate, scenarios are developing vertically, and demand is constantly upgrading. With the help of digital power, more precise and long-term marketing growth can be achieved. But if even the marketing effect cannot be quantified and measured, then all the "turning" operations for growth will only be reduced to "brilliant clusters". How can the real effect of brand marketing be seen?
At the just-concluded Shushuo Story "REMIX - Reorganize the Digital Future, Create and Share Infinite Possibilities" D3 Intelligent Marketing Summit, Shujuan Sun, the VP of Shushuo Story, published a wonderful speech with the theme of "Digital "Gathering" Freedom, Scene Reconstruction" In the speech, Shushuo Stories put forward the "Shushuowu W-SCC Measurement System" centering on "people, goods, fields, and domains", which truly and comprehensively solved the problem of quantifying the effectiveness of brand marketing.
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◎Number Storytelling VP Sun Shujuan
measurement system
Let marketing have standards to follow
"Today, dominated by social marketing, the main front of brand-consumer connection has undergone earth-shaking changes. Different social media channels lack information and are intertwined and complicated. How should enterprises explore opportunities for performance growth from the perspective of public domain big data? How can the effect be measured and seen more accurately?” Sun Shujuan, VP of Shushuo Stories, said, “We need a scientific and effective measurement system so that the brand’s global social media marketing effects can be quantified and visible, so Shushuo Stories For the first time, the "Numbers Tell Stories W-SCC Measurement System" covering "people, goods, fields, and domains" was proposed. "
In the well-known fields of marketing and business growth, such as people, goods, fields, and domains, we use the data accumulated over the years and the underlying advantages of AI technology to tell stories in every part of people, goods, fields, and domains. All have put forward scientific and feasible measurement methods, focusing on the direction that can bring value to the business to set up measurement indicators with industry significance. In this system, the effects of marketing are quantified and insightful one by one. How will the brand perform in the future? The W-SCC measurement standard can be used to help the brand quickly understand the effect, diagnose efficiently, and locate the problem.
consumer mind
More worthy of attention in uncertain times
The demographic dividend and traffic dividend are gradually disappearing, and the ultimate destination of brand marketing will return to the minds of consumers.
Mind drives behavior, and behavior reflects mind. This is the basic logic for consumers to remember you, need you, and like you. In global social media marketing, from awareness to relevance, what brands need to do is to stimulate consumers’ interest in interacting with the brand; from relevance to love, brands need to encourage consumers to believe that the brand can solve their needs through scene communication; further, Brands provide consumers with high-quality experience, make consumers satisfied with the brand, and trigger consumers to speak up for the brand. Based on consumers' social media behaviors, Shushuo Stories constructs the industry's first Social Media Mind Index SMI (Social Mind Index) from consumer interaction-voicing-praise, which can comprehensively reflect the brand's influence on consumers' minds on social media in multiple dimensions. The influence of the brand allows the brand to better hear the real voice of consumers and helps the brand make correct decisions.
Top 10 brands in 7 major industries
The social media intelligence index SMI list debuts
Based on the consumer social media mental model, Shushuo Story took the lead in publishing the list of top 10 brands in the social media mental index SMI for the seven major industries of skin care, make-up, casual snacks, beverages, foreign wine, beer and automobiles. Judging from the comprehensive score of the reputation index and mind share, the top companies in their sub-sectors are: L'Oreal, Yves Saint Laurent, Want Want, Master Kong, Martell, Wusu, and NIO.
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More ranking and industry list information
stay tuned
The number of first releases tells the story of the 2023 business blueprint
Help customers grow in the long term
In the past eight years, Shushuo Stories has accumulated huge data assets. Just like the name of this D3 conference, Data Source is the foundation of Shushuo. On top of Data Source, there is Data Processing, which integrates all AI and algorithm capabilities to provide scenario-based Data Application.
Shushuo Story has always focused on the main line of brand growth, building a system of "measurement, application, and insight", and converging it into a "Business Blueprint of Shushuo Story". "Product application" and "business insight" are exactly the products and services provided by Shushuo Stories, and they are the embodiment of implementing customer problems and needs into business construction, technology research and development, and product research and development systems. During this period, all the business scenarios built by Shushuo Stories are based on the brand's needs to acquire new users and continue to operate existing users. And services provide strong support, so as to better serve customers and create value for customers.
Starting from the end, establishing a standardized and scientific measurement system can better measure the growth effectiveness of brand marketing, which is the long-term solid foundation for brand growth. Therefore, based on data and AI, Data Story hopes to provide customers with flexible functional applications based on measurement, use deeper insights to empower and answer more business questions, grow together with customers, and make brand growth faster Efficient and more sustainable.
The above is part of the actual speech content of Sun Shujuan, the VP of storytelling.
For more exciting sharing, click to get the full version of the D3 conference speech record