Dentsu Aegis Network, an agency network, is set to launch the Consumer Connection System, a research and communications planning tool that provides clients with unique and in-depth insights into consumer behaviour and their relationships with media. The launch is scheduled for April 1, 2017.
Dentsu Aegis Network is one of Kenya’s agency networks and part of Dentsu Aegis Network, the global communication group with presence in 145 countries. As a full service agency network, the group provides integrated communication strategy, planning and implementation, digital media/creative and production, digital performance and optimisation, social/community media engagement as well as specialist out-of-home communication services to clients in diverse sectors. The agency’s Global Network Brands in Kenya include Carat, Vizeum, Isobar and Posterscope with iProspect launching soon.
The Consumer Connection System is a proprietary Dentsu Aegis Network consumer, lifestyle and media survey that is widely regarded as the most in-depth single source of media, marketing and consumer-targeting data in the world. It is Dentsu Aegis Network’s flagship integrated consumer insight, planning and buying suite tool, designed to feed communication strategy and tactical planning. CCS is a first of its kind investment in consumer and media research by a single agency network in Kenya outside of the industry standard AMPS.
According to Byron John, Insights & Innovation Director for Dentsu Aegis Network sub-Sahara Africa: “The CCS Benchmark Survey has been developed to respond to the rapidly evolving communications landscape. It is designed to offer a single source measurement of consumers’ interactions with a broad range of media touch points over time. It answers not only the ‘reach’ effects of media but the ‘reaction’ towards different media types as well i.e. how media is consumed across platforms. From here we are able, for example, to understand the different levels of awareness, understanding and engagement of different media platforms relative to one another.
CCS enables us to not only deliver more precise targeting but it also identifies the relevance of 80+ Paid, Owned and Earned touch points in specific target groups. It is one of the few tools in the world that offers a single source measurement of consumers’ interactions and engagement across a broad range of media touchpoints.”
Samantha Kipury, Media Director at Carat Kenya added: “Part of the Dentsu Aegis Network values is our pioneering culture and I can not think of a better example than our approach to research in our key markets. CCS is going to fundamentally shift the media research industry in Kenya and give our brands much needed insight into not just “what” media their target consumer is consuming and “when” – but more importantly how they are consuming that media and why. CCS gives insight into their state of mind and the reasons for which they consume different media types allowing for better targeting and content that fits that context – and it does this for over 80 media types including Digital TV and OOH media, which currently has very limited data. Needless to say we can not wait to get this into the market.”
The survey which is conducted across more than 60 countries with over 350,000 respondents, which together account for 90% of global advertising expenditure, has been successfully used by a wide range of companies across the globe to drive more effective communication strategies and to deliver efficiencies in targeting and budgeting.
Unlike other syndicated research studies, a key output of the CCS Benchmark data is the foundation into the advanced communications planning tool called CCS Planner.
Building off the Benchmark Study, CCS Planner makes this wealth of consumer data actionable in the form of an intuitively designed desktop platform which enables optimal communications planning for strategists and planners.
CCS Planner provides clarity on the communication objectives that will deliver the best brand success, how consumers make brand decisions and the roles for communication to achieve objectives in this environment. It takes into account the ability of each of the Paid, Owned and Earned communication channels to deliver these roles, how the channels will work together and the expected outcomes of the communication plan. CCS Planner allows Dentsu Aegis Network to rank channels by performance at delivering individual KPIs or using a ‘weighted objective score’, which takes into account all a campaign may be trying to achieve in a specific brand context. In addition, the tool allows them to conduct a multitude of media scenarios and simulate their effects across various metrics as well as offer media weighting and phasing recommendations.
CCS not only provides companies with both global and regional data, but also allows clients the opportunity to include tailor-made questions in the survey that will provide them with access to bespoke or client specific insights. It is available to Dentsu Aegis Network and its Network Brand clients as part of their client offering while it is available for purchase by the industry.
A key design element of CCS is the ability to make the data bespoke for Dentsu Aegis Network clients. This is a re-interview of the CCS Panel for a specific client gap in knowledge. They would do this by re-interviewing their benchmark respondents, asking questions relating to a specific client request so that they can overlay these answers inside the existing CCS framework. The opportunities here are unlimited as they are able to run bespoke surveys at any point in time to uncover strategic insights for any client problem they might encounter.
This exciting platform will offer your brand endless knowledge and insight into your consumers’ behaviour, giving the brand manager or marketer the understanding to make the most effective decisions that can increase your bottom line ROI.