UPPING YOUR DIGITAL GAME IN 2021
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UPPING YOUR DIGITAL
GAME IN 2021
2 INTRO TO GONGOS, INC.
We make customer centricity happen.
3 ADVANCING BRAND HEALTH IN THE DIGITAL ERA
Knowing consumers in all their nuances.
5 THE ROLE OF DIGITAL IN THE PATH TO PURCHASE
Knowing where people are means you can meet them there.
6 KNOWING YOUR PROSPECTS’ DIGITAL BEHAVIORS
Sets the stage for strategy activation.
WE MAKE
CUSTOMER
CENTRICITY
HAPPEN
We are researchers, designers, scientists, storytellers & strategists
collaborating to influence decision making at Fortune 500 organizations.
GO BEYON D H U MA N Customer Centricity doesn’t happen by accident. Moving from an abstract philosophy
UNDERSTANDING. to a tangible business tactic takes understanding, alignment, and a plan for action.
As a consultative agency, Gongos helps leading
corporations operationalize customer centricity in a way
IN DU S TRY REA CH
that influences decision making and behaviors throughout
their entire organization. TRANSPORTATION RETAIL + FOOD SERVICE
Our teams go beyond consumer research and simple
human understanding. Knowing how consumers make PACKAGED GOODS FINANCIAL + BANKING
decisions creates deep, empathic learning and informs
strategies. But acting on human-centered knowledge
propels true growth. At Gongos, we use whatever MANUFACTURING MEDIA + ENTERTAINMENT
medium it takes to illuminate understanding. From
humanizing the customer to creating organizational HOSPITALITY HEALTHCARE + INSURANCE
assets, we craft information to resonate with
all who need to act on it.
We partner with some of the world’s most influential
brands such as General Motors, UnitedHealthcare, The LEARN MORE ABOUT OUR COLLABORATIVE PRACTICE AREAS
Coca-Cola Company, Mars Petcare, and The Walt Disney
Co. to achieve their customer-centric outcomes.
STRATEGY INSIGHTS INNOVATION TRANSFORMATION
PRIVATELY HELD, FEMALE-OWNED
125+ EMPLOYEES
$25 MILLION IN REVENUE
LET’S TALK AB OUT HOW GONGOS CAN
TOP 50 MARKET RESEARCH ORGANIZATION ADD VALUE TO Y OUR ORGANI Z ATI ON.
Contact: Crystle Uyeda | cuyeda@gongos.com
AWARD-WINNING INDUSTRY + CULTURE
Including Forbes Small Giant 2020
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ADVANCING BRAND HEALTH IN THE DIGITAL ERA
Knowing consumers in all their nuances.
Are you shortchanging
your strategies with Conventional Metrics
conventional metrics? While many companies complement consumer KPIs with
The competitive landscape has never been more digital metrics (page visits, search terms, conversion rates,
intense, and the role of digital—never more and social monitoring), they don’t account for the
prominent. In this transformative time, brand competitive landscape.
health is increasingly influenced by consumers’
digital behavior but still largely reliant on Organizations may ask consumers what they do in the
conventional metrics. Understanding individuals’ digital space within surveys, but humans can’t fully recall
relationship with your brand online is critical. And past behaviors and often struggle to articulate them.
this takes observing actual behavior, not solely
relying on their stated behavior and sentiments. It
also requires line of sight across the digital domain,
not limited to their direct interactions with you. Enhanced Metrics
Fortunately, capturing consumers’ digital activities
Digital behavioral data solves for these pain points,
has never been easier. Thousands are opting in to
providing a holistic category perspective and, when
have their 24/7 online behavior passively tracked,
paired with surveys, reveals drivers to your brand.
forming rich data streams that provide a detailed
view of their virtual footprints.
Gain a Holistic View of Your Brand’s Health
Overlay the internal data you’re already tracking with passively collected behavioral data, then integrate those
insights with survey data from the same individuals. Exploring the triad of existing metrics, observed actions, and
stated sentiments leaves you with a complete picture of what customers and prospects do online and off—and
why they do it. This deeper understanding enables you to uncover behaviors that drive loyalty, strengthen your
brand strategies, and stay ahead of the competition.
Passively
Internal Survey
Collected
Data Data
Behavioral Data
Good.
Keep a pulse on traditional
+ Better. + Best.
Create more value by
key metrics—digital and Reveal individuals’ longitudinal repurposing traditional brand
non-digital—that guide digital behavior—everything tracker questions with
current brand strategies. they do online, including sentiments and other channel
interactions with your interactions to pinpoint metrics
competitors. and behaviors that
matter most.
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Strengthen Your Brand Strategies
When you take a holistic view of your brand’s health, you gain truly actionable intelligence from which to elevate
your strategies. Transform the challenges of this increasingly digital world into competitive advantage.
Digging deeper into who Taking a longitudinal look at Bringing digital behavioral data into
competitive brand users are as key category moments helps brand tracking means assessing
humans tells you where to show you build benchmarks and and adjusting strategies to grow
up and how to craft messages. predictive forecasting. acquisition and retention.
CASE STUDY
Clients across industries describe their brand trackers as important but insufficient. Many struggle to activate on
the metrics swiftly enough or with the right strategies. Armed with an ongoing view of everything people do
online via digital behavioral data, we set out to solve this challenge by exploring brand health in the digital space.
We looked through the lens of Disney Plus and three key competitors in the entertainment streaming sector:
Amazon Prime, Hulu, and Netflix.
Internal + Behavioral Data
Leveraging digital behavioral data from our
partner DISQO’s panel of over 215,000
consumers, we overlaid key internal metrics
from Disney Plus with behavioral data from its
competitors. The comparison view of consumer
engagement peaks and valleys across brands,
and a longitudinal look at search terms against
them, illuminated the impact of external
activities on brand health. For example, visitors
to the Disney Plus site increased at the same
time searches for Hamilton skyrocketed.
Survey + Analysis Drivers of Retention + Acquisition
Knowing digital accounts for only one aspect of We found that the strongest drivers of retention
consumers’ lives, we administered a survey to the are a combination of people interacting with
same people we had behavioral data for, including a Disney Plus and having strong positive
proprietary set of universal human brand motivators sentiments about the brand. The human brand
to help reveal what consumers consider most motivators are mostly functional—things like
important. Not only did the findings help fill in the delivering good content and a good value for the
gaps of offline behavior; they also unearthed money.
sentiments, attitudes, and future intentions.
However, in the case of acquisition it wasn’t
We gained a deeper understanding of the magnitude about how much time they spent interacting with
of desktop digital behavior versus tablets, Disney Plus directly. In fact, it was quite the
smartphones and TV streaming, and used the insights opposite; engagement with a competitor drove
to calibrate the models. Analysis was then conducted new customers their way. And the human brand
to pinpoint the specific digital activities that led up to motivators associated with acquisition are more
the moment of subscription. As well, we unearthed the emotional. Those signing up seek something
behaviors present among existing subscribers who others in their household will enjoy, which makes
plan to renew when their membership ends. them feel good about their subscription decision.
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THE ROLE OF DIGITAL IN THE PATH TO PURCHASE
Knowing where people are means you can meet them there.
The race to customers’ hearts can’t
be won with offline insights alone.
Digital interactions with brands Our approach to uncovering the path to By pairing passively
have grown exponentially purchase explores the 360-degree activities of collected digital data with
since the onset of 2020. consumers. We begin with the targeted analysis new or existing primary
Embracing this moment calls of a wealth of digital data points, unveiling insights, we can paint
for an expanded purview of precisely what consumers do online through a powerful picture that
the “pathfinding” process— the lens of your brand. Through research fuels a new dimension
one that accounts for all the approaches, we can then reveal the attitudes of competitiveness for
places consumers go within and sentiments that drive these interactions, your brand by informing
the vast digital universe. and how they relate to offline behavior. sharper digital strategies.
Explore: Activate:
Search activities Offline journey Optimize search terms
touchpoints
Purchase history Inform advertisements and promotions
Motivators
Website KPIs Improve packaging
Mindsets and pricing combinations
In-category & triggers
interactions Guide product description pages
Pain points
Sites visited before & delighters Enhance additional
& after yours touchpoints along the journey
Strengthen partner and retail relationships
with passive metering* with primary research
*data can be analyzed solely and/or combined with primary data
PASSIVE METERING + PRIMARY RESEARCH = D I G I T A L A C T I V A T I O N S T R A T E G Y
CASE STUDIES
Enhancing Category Engagement Establishing an E-Commerce Strategy
A pet supply company observed a decline in first- Recognizing growth opportunity within one of its key
time owners sticking with the category and realized beverage categories, a CPG brand engaged in the pursuit
that understanding the digital realm would best of a stronger digital presence. To guide strategy, they
serve customers. Passive metering data paired with sought to understand category behaviors and the customer
quantitative survey responses uncovered consumer journey. Passive metering data was overlaid with rich receipt
journey insights which revealed the relationship data and shopper sentiments. Resulting insights were used
between online and brick-and-mortar activities. The to refine digital marketing targeting efforts, support search
integrated findings also informed development of term optimization, and guide product and packaging
strategic plans to aid in reengaging lapsed owners. offerings to best optimize competitive positioning.
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KNOWING YOUR PROSPECTS’ DIGITAL BEHAVIORS
Sets the stage for strategy activation.
Dimensionalizing consumers
begins with what they Explore: Activate:
do when you can’t see them.
Common Sites Where to Place
Thousands of people opt in to have their 24/7 digital Visited (e.g., social, Promotions
behaviors passively tracked. Access to this information gaming, cooking,
provides a broad baseline of knowledge that often shopping, news) Who to Target
can’t be articulated, or even recalled by most humans. Media Buys Toward
Search Behaviors
That’s why we partner with a technology leader How to Refine
in gathering hundreds of thousands of data points Life Stages Messaging
to add longitudinal and competitive learning to the
Demographics How to Tailor Content
data you’re already tracking. to Most-Likely
App Ownership Customers
Whether driving activation on existing research or
standalone discovery, analyzing this rich, ubiquitous How to Activate
source of data allows us to: breathe new life into existing on a Segment
segments; learn how and where to reach your target
audiences; and how to set new launches up for success.
Define Your Acquire Structure Analyze to
Target: Data: Data: Find the Story:
Concept Acceptors Predetermined Code to Build Customer
Customers Behaviors Enable Profile
Standalone Analysis Dashboards
Competitors’
Customers Screener
MVP Segments As Part of Existing
Research Stream
Sample dashboard
CASE STUDIES
Guide Digital Activation Digital Targeting Opportunities
Strategies on Your Segmentation for a Product Launch
A brand with a highly digitized path of interaction A CPG company was launching a new product
conducted an attitudinal segmentation to support more and wanted to ensure its success through
customized marketing strategies. To guide activation of this an omni-channel approach. As the team was
segmentation, the resulting survey algorithm was fielded conducting concept screening to help prioritize
among individuals who opted-in to their digital behaviors which version to move forward with, additional
being tracked. Core digital behavioral data was appended profiling variables from respondents’ passive
to the segments, providing an activation strategy to offer metering data were appended to guide profiling
more personalized digital communication to increase of concept acceptors’ digital behavior. This insight
brand engagement and drive further loyalty efforts. was used to refine advertising targeting strategies.
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