In a statement Habari Media, said “statistics are the lifeblood of modern marketing,” however due to the abundance of such data, many marketers in this day and age find themselves flooded with information.
Given this and in a move to prevent “analysis paralysis,” Habari Media developed Storyteller, which is based on the All Products Media Survey (AMPS) industry standard, but only utilises the relevant sections from the data, which helps to compile a “compelling story from the bottom up”.
“Traditionally, marketing practitioners have pre-defined target markets for Brand X, stating that their consumers are (for exampe) 18 [to] 32 years old, earning between ZAR2,500 (US$2,500) and ZAR12,000 (US$1,222) per month, living in Gauteng, slotting into LSM (living standards measure) seven to ten,” said Byron John, insights and innovations director for Habari Media.
John added: “What Storyteller does is filter from the brand first and then tells the story of who consumes Brand X, according to the AMPS survey.”
Furthermore, John said the result Storyteller produces (regarding the example of Brand X) is an accurate representation of the right consumers. In some instances this information differs from the pre-defined target market.
Storyteller reportedly operates within spreadsheet software Excel with the possibility of it moving online and then onto mobile.
It currently utilises an “intuitively designed” dashboard, which allows novice marketers to instantaneously see key demographic variables.
Furthermore, insights into consumers’ online behaviour is also provided by Storyteller, which ultimately allows users to assess whether their consumers are “technophobes” or if they are part of the “so-called digital elite”.
Storyteller is also a tool enabling marketers to make side-by-side comparisons of consumer markets (for example: brand X versus brand Y), which helps the user identify gaps within the market as well as future opportunities.
“Because the data is laid out visually as opposed to numerically, it is much easier to understand,” said John.
In conclusion, Garth Rhoda, sales director for Habari Media, said: “I am extremely excited about the development of Storyteller. It is fully in line with Habari Media’s strategy of insights and data lead media sales, where we aim to put the consumer first, and use those insights to produce relevant proposals that provide a significant return on investment. Several clients are already seeing results, and we are looking forward to rolling it out in the market.”