Along with the retailer's own data, real-time insights from the panel highlighted near-term recovery opportunities.
► Data streams gave the brand visibility across market differences, revealing where demand was shifting to e-commerce, as well as signs of pent-up
Search signals indicating near-term product demand, combined with the lower skype database cost of media placements due to less advertising competition, led the company to focus on markets such as Germany, where there were more positive signs of recovery.
The signals also gave them reason to shift focus to e-commerce and social channels. Later in the year, the retailer would leverage those same learnings to prepare for future opportunities.
While we all hope to see more positive changes this year, we still have to deal with the uncertainty that awaits us.
►Clients have also used the Quick Start Dashboard to help map out social and behavioral change across regions. In Spain, consumer confidence plummeted as employment did. The dashboard enabled teams to track the recovery. In Sweden, even without a government-mandated lockdown, the dashboard captured clear signals that the situation was changing.
By using these types of market signals and acting early, advertisers can develop hypotheses to test and create multi-scenario plans, learning from geo-specific shifts in consumer behavior through periods of volatility.
►While we all hope to see more positive changes this year, we still have to deal with the uncertainty that lies ahead. Consumer behavior is likely to remain unpredictable .
►► Therefore, it is critical that brands are prepared to create agile, insight-driven plans and have continuous access to the data they need to react in real time.
