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Now they had a brand-building contest that also helped them understand the number of friends who were exposed to the campaign and how that might have changed the way they looked at TurboTax plus their actual behavior during tax season behavior in terms of what tax preparation software or service they used. The project went very well. Compared to what In that traditional marketing research way that she does so well, Sue compared their contest entrants with a control group. They created a segment of people who were frequent participants of social network contests. Of people who like to participate in online contests, they calculated a brand image lift of eight points. These people were not just playing to win, they were getting the message and having their minds changed about the brand. They measured against brand statements like: This is a brand I trust. Value for money. Worth paying more for an easy way to get a big refund. It does the work for me. It gives me con dence to do my own taxes. It s the easiest way to prepare my taxes. The results showed a lift range between 9 points and 14 points on each individual brand metric compared with the control. The icing on the cake was a 10-point lift in purchase intent. Impressive numbers by any measure. The sprinkles on top of the icing was that for the rst time ever, they could report back to the organization
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and there wasn t a single raised eyebrow. There wasn t a single question about the tactics, the medium of the outcome. They respected Sue and understood the methodology. There was just no pushback.
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Brand is grand. Awareness is compareless. Intent is heaven sent. But what about sales Intuit is now ready to build out the sales funnel for the next go-round. The funnel starts off with total awareness, unaided and aided, familiarity with the brand, and the brand image attributes above. Purchase intent is next followed by actual purchase. They asked the basic research question How did you hear about us Next time, given experience and foresight, they are prepared to do a pre- and a post-analysis to get an even more rigorous control group.
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As the director of digital marketing, Seth has his eyes on the data integration prize. I manage ve channels: paid search, organic search, display advertising, af liate programs, and social media. I want to know how social interacts with display, how display interacts with search, and how is social really helping across all these channels as well and vice versa The Holy Grail of attribution is never far from any manager who is doing well in some areas and okay in others. Once the ball is rolling, it s natural to want to know about the interaction among all of them and how they interact with traditional, of ine media.
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Intuit is a clued-in organization. The number and caliber of people they have addressing these issues is impressive. They are not shy about using the best tools on the market. They like exploring new possibilities. But Seth is concerned about one area. I think we re pretty good in terms of measuring stuff, he says. But sometimes that hinders us. Sometimes it sti es some of the creativity in how far we want to strive for. For example, Citizen Kane, which was directed by Orson Welles, is a masterpiece because he didn t know what the heck he was doing. He kept pushing for things from the cinematographer you were not supposed to ask for. When we start understanding how to measure stuff, we start putting limitations on the creative side. Instead of trying to reach for the stars and then gure out how to measure it. That s why we ll always need 20-year-olds. They don t know what can t be done.
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