California Milk Advisory Board Uses Narrative Analytics to Gain Deep Consumer Insight to Drive a New Campaign
By Kevin Rockmael
SAN FRANCISCO, CALIFORNIA, JULY 9, 2015 - The California Milk Advisory Board’s (CMAB) objective is to promote California dairy products in a highly competitive marketplace. This requires developing compelling communications and advertising messages that resonate with diverse audiences, whether through print, television, or online media
In 2014, the CMAB enlisted the services of Monitor 360, a San Francisco-based Narrative Analytics™ + Strategy company, to apply its proprietary methodology to gain insights into how consumers think about key topics related to milk and dairy, as well as the state of California itself.
“Our objective was to create a new campaign that would connect deeply with consumers, and ultimately drive an increase in purchases of California milk products” says John Talbot, CEO of CMAB. “Like many CPG and food companies, we had a lot of data and information about the consumer but it can be challenging to make sense of it. We engaged Monitor 360 to provide foundational insights that would help guide our creative strategy, by tapping into the underlying beliefs and assumptions that consumers have about milk based products and California. Through their Narrative Analytics approach, Monitor 360 was able to surface ‘beliefs at scale’ to feed our creative development process and give us confidence in our strategic direction.”
Step 1: Assessing the Landscape
Monitor 360 began its Narrative Analytics™ process by reviewing content from different online channel.Using powerful data analysis tools, Monitor 360’s analysts were able to ingest digital “conversations” about dairy and California at a massive scale, including 1.9 million blog posts, 3.9 million news items, and 125 million tweets and posts published over a one-year span
Each channel provided unique value in uncovering insights and trends. “Blog posts are ideal for identifying and understanding narratives held by the general public, as they tend to be unprompted and unfiltered,” explains Doug Randall, CEO of Monitor 360. “At the same time, social media provides a remarkable window into how narratives get amplified and triggered by certain events. And news media reveals the ‘top-down’ narratives consumers are exposed to that impact their attitudes and beliefs.”
2. A Picture Emerges
Next, using both machine-driven and human analysis, Monitor 360 identified a range of rich narratives representing consumer’s underlying beliefs, as expressed in online content. Narratives provide a powerful lens into what drives consumer attitudes and behavior. The dairy landscape revealed nine narratives, including “Innovative Dairy” and “America Screams for Ice Cream,” each reflecting a different belief about dairy products and their role in our lives. Monitor 360’s analysts then assessed the relative strength of each narrative among different audiences, and used “footprint analysis” to understand each narrative’s connection to specific products (e.g., milk, ice cream, butter). Similarly, the California landscape revealed nine narratives, showing a diversity of beliefs about the state and what it represents to people. Those narratives included “California Connections” and “Most Beautiful Place on Earth.”......