Creative Execution

The Dashboard illustrates a holistic view, at any period of time during the campaign. It profiles groups of target and monitors them at any stage during the purchase funnel: from Awareness, Consideration, Purchase and Loyalty. To make it more comprehensive, keywords ‘tagclouds’ highlights all ’Barriers’ & ‘Motivation’ per priority. On the other hand, DYNAMIC Graphs help closely analyzing ‘Barriers’ & ‘Motivations’ with both quantity & quality measurements along the way. To actually influence brand target, 4D Portrait provides access to relevant footprints via Filters by criteria, which allows every brand’s actions ảe targeted and impactful.

Data visualized allowed brand’s Digital agency in crafting meaningful & timely conversations to tackle barriers that enforces further product commitment. At the same time, provides Vespa with opportunities to leverage these valuable insights to support offline communications, such as test-drive program and sale driven events. After six months of DCRM implementation; - 65,000 unique user's meaningful digital conversations captured - More than 4,500 unique profiles were recruited - Profiles with key barriers decreased on average more than 50% - Conversion rate from Awareness to Purchase achieved 21%; from Consideration to Purchase is 33%

Vespa re-launched the legendary ‘Primavera’ as the sale hook in 2014, meaning all communication effort, especially, on digital, must impact sale. While high investment was placed on designing & distributing digital conversations, the brand still lack a systemic data illustration including targeted profiling, barriers identification how these data evolved in real-time. Hence, a dashboard was designed to display these require collected data across digital channels in real-time. It can also highlight important indications, such as ‘motivation’ and ‘barriers’, so that brand can pro-actively facilitate meaningful actions to targeted group of audience. On the other hand, Vespa’s audiences are into participating brand’s conversations yet showing strong commitment to buy. This is solved with the dashboard’s ‘4D Portrait’ (including each profile’s demography, digital identification, brand-related conversations & relationship status with brand), provides a direct influence to any individual, whether he/she is an anti-fan, a prospect or a loyalist.