Poll creation.
01 Anticipate marketing actions with surveys
BB agency® Switzerland is called upon to carry out surveys based on a pre-determined target population, also known as the parent population. In fact, the agency has extensive expertise in the design of questionnaires: online or paper surveys, e-mail questions and so on. Its founder, Amancio Luis Cougil, was formerly head of a major market research laboratory.
The foundations of the survey and its creation
A poll is a one-off survey designed to study the behavior of the target population in a specific context. The agency uses the sampling method, representative of the total population, with a confidence index generally greater than 95% and a margin of error of less than 5%. The agency's specialists determine the axes and objectives of the survey, which help to overcome weaknesses, detect opportunities and improve overall satisfaction.
As a reminder, this analysis methodology also supports the work that needs to be done upstream in terms of marketing strategy These correspond to the three STP phases (segmenting, targeting, positioning) of the Framework defined by Dawn Iacobucci.
Our expertise to create your survey
The agency has developed its own methodology for creating surveys. This methodology is based on several successive phases: from the definition of the survey axes to pre-testing, through to final analysis, and concluding with the delivery of a survey report. The format is selected according to the panel and the number of responses required, in order to improve representativeness and response rates. The agency has carried out numerous qualitative and quantitative studies for the types of customers listed below:
- Cities
- Communes
- Training institutes
- Cultural associations
- Private companies
- Multinationals
BB agency staff® Switzerland selects the best survey distribution tool to match the customer's objectives.
BB® Switzerland supports its clients in the creation, distribution, analysis and administration of market research. We make a point of maintaining a quality relationship with our clients and their customers. Our aim is to produce accurate reports that take into account detected correlations and advanced analyses.
02 Marketing intelligence
Harness marketing intelligence, the new pillar of growth
Marketing intelligence is defined as "a system designed to collect, store, analyze and interpret marketing information available in the business environment". As digital advertising spend continues to rise, digital marketers are faced with a landscape increasingly saturated by information overload (or infobesity) and user overexposure. Marketers therefore need to target their audience more precisely.
The challenges of marketing intelligence: zero party and first party data
Zero Party Data refers to all the information customers provide themselves. For example, when they place an order on the Internet, they transmit their contact details. First Party Data, on the other hand, concerns all the behavior we capture during a visit to the website or during various interactions on digital channels (social networks, etc.). For example, time spent on a page, buttons clicked, etc. Today, users are increasingly concerned about the use of their data for marketing purposes. Privacy laws are becoming increasingly strict. Concerns are also growing about the gradual disappearance of cookies. The end of cookies, initially announced by Google for early 2022, has been pushed back to 2023. As a result, it's clear that from 2022 onwards, companies will be relying much more on Zero Party Data and First Party Data.
This reflection on the type of data is the cornerstone of marketing intelligence.
The challenges for your marketing department
For marketing departments, this means that content needs to be strengthened to gain customer trust and build lasting relationships with new and existing customers. Marketers' strategic priorities are evolving as consumers demand personalized content and transparent value propositions in exchange for access to their valuable data.
In the future, it will be essential to comply with these stringent laws while continuing to obtain key information to measure marketing campaigns and retain the ability to target audiences very precisely.
Marketing intelligence is a relevant component of an organization's marketing efforts (present in our marketing audit). Once collected, this data is analyzed to accurately and efficiently guide the campaign decision-making process.
Marketing intelligence is used to support a number of different marketing objectives. It also informs decisions relating to competitors, products, and consumer trends or behaviors. And let's not forget the possibilities offered by marketing intelligence when it comes to analyzing CRM data.
Indeed, the latter can be connected to the entire offline and digital communication ecosystem.
BB agency® Switzerland has therefore equipped itself with a powerful tool for collecting millions of pieces of data and extracting clear insights. We work with key accounts to find specific opportunities from their vast volume of data. The agency offers its loyal customers, who use it as their main marketing agency, the opportunity to install this tool, which enables them to improve the performance of their actions while monitoring them in real time.
