Yougov Plc · LSE:YOU
Yougov — Investor Day (November 2015)
88 slides from Yougov's investor day presentation, Nov 17, 2015
Slide 1: YouGov Capital Markets Day
YouGov Capital Markets Day 17 November 2015
Slide 2: Agenda
Agenda 3.00pm Welcome and Overview – Stephan Shakespeare, CEO 3.20pm YouGov Online – Freddie Sayers, Chief Digital Officer 3.40pm YouGov Profiles – Alex McIntosh, UK CEO 4.00pm YouGov BrandIndex – Ted Marzilli, BrandIndex CEO 4.20pm Coffee break 4.30pm Crunch – Doug Rivers, Chief Scientist 4.40pm Yo
Slide 3: Welcome and Overview
Welcome and Overview Stephan Shakespeare – Chief Executive Officer
Slide 4: YouGov's geographic footprint
YouGov’s geographic footprint EUROPE London Berlin Malmö Bucharest* Oslo Cologne Paris Copenhagen Stockholm Helsinki Warsaw* NORTH AMERICA ASIA PACIFIC New York, N.Y. Bangkok Redwood City, CA. Hong Kong Portland, OR. Jakarta Waterbury, CT. Kuala Lumpur MIDDLE EAST Shanghai Cairo Singapore Dammam Syd
Slide 5: Omnibus revenue (£m)
18% Growth Omnibus Revenue Growth Streamlined, highly- in FY15 14 efficient production model 12 Market leader in UK 10 Now operating in UK, Revenue (£m) 8 US, France, Germany, Half Yr Nordic, Middle East 6 Full Yr and Asia Pacific 4 1,000+ clients 2 worldwide 0 FY12 FY13 FY14 FY15 5
Slide 6: BrandIndex revenue (£m)
30% Growth BrandIndex Revenue Growth in FY15 Our flagship brand 12.0 intelligence service 10.0 Coverage grown to 24 countries 8.0 Revenue (£m) Some 300+ subscribers 6.0 Half Yr worldwide Full Yr 4.0 Upside opportunity: large proportion of 2.0 brands covered still to become subscribers 0.0 FY
Slide 7: What is YouGov's new invention? The YouGov Cube
What is YouGov’s new invention? The YouGov Cube • Surveys, BrandIndex, Trackers VARIABLES PANELLISTS • Opigram, long-tail self-entered data • Digital tracking, social media 7
Slide 8: What makes the YouGov Cube work?
What makes the YouGov Cube work? a) A large, engaged panel b) A variety of platforms for connected data-gathering c) Crunch (easy-to-use advanced analytics tool) 8
Slide 9: A variety of platforms for connected data-gathering
A variety of platforms for connected data-gathering Opigram 9
Slide 10: Crunch (easy-to-use advanced analytics tool)
Crunch (easy-to-use advanced analytics tool)
Slide 11: Giving a granular & holistic view of the panellist
Giving a granular & holistic view of the panellist Favourite topics… Searches Groupon Celebrities TV and Wowcher for Facebook Fashion Mobile ‘spa break’ deals… Weddings Recently Magazines Top entertainment ‘liked’… Long dwell time on watched… Good House ‘Biscuit apps … Company Casualty Week’ article
Slide 12: YouGov now offers a fully integrated system supporting the marketer's workflow
YouGov now offers a fully integrated system supporting the marketer’s workflow… a) Understanding: helping brands and organisations to understand their customers and stakeholders in depth and holistically b) Marketing: identifying target groups, planning and implementing campaigns c) Continuous monit
Slide 13: YouGov's offer is differentiated from all others available today
YouGov’s offer is differentiated from all others available today… a) The unprecedented range and depth of data b) The quality of single-source connected data (passive, digitally-derived and active survey-based) c) All the data already exists (and is updated daily) d) It’s fast, cost-effective, and e
Slide 14: You will hear from…
You will hear from… 1. Freddie Sayers, Chief Digital Officer: on our data collection platforms and the interactive experience for website and mobile 2. Alex McIntosh, UK CEO: on our newest syndicated data product, YouGov Profiles 3. Ted Marzilli, BrandIndex CEO: on using our data to track change acr
Slide 15: YouGov Online
YouGov Online Freddie Sayers – Chief Digital Officer
Slide 16: When YouGov was founded in 2000, there weren't many ways to share your opinion
When YouGov was founded in 2000, there weren’t many ways to share your opinion on the internet… 16
Slide 17: Can YouGov be scientific and still compete online?
Can YouGov be scientific and still compete online? Sample Providers Rate & Review Self-service Polling Recommendations Social Media Panel Management Opinion Networks Commenting on news Research Agencies Agencies 17
Slide 18: In 2013, YouGov acquired Opigram
In 2013, YouGov acquired Opigram: increasingly responsible for more and more data collection Sample Providers Rate & Review Self-service Polling Recommendations Social Media Panel Management OPIGRAM Opinion Networks Commenting on news Research Agencies Agencies 18
Slide 19: Opigram constructs a never-ending feed
Instead of full-length surveys, Opigram constructs a never-ending ‘feed’ for people: a constant conversation 19
Slide 20: Your feed is a fun survey that you can control
Your feed is a fun survey that you can control… 20
Slide 21: Everything is stored on your Opigram profile
....and everything is stored on your Opigram profile My Interests My brands 21
Slide 22: Opigram is now one of our main data collection platforms
Opigram is now one of our main data collection platforms Source of Data Points (UK) In the UK, approximately one-third of the data we collect is now collected via Opigram Surveys Opigram 22
Slide 23: What next?
What next? Click to edit Master title style 23
Slide 24: Our online offer: reasons to take part
Our online offer: reasons to take part Interest: stimulating, important questions Social: define yourself in the community Rewards: earn money and prizes 24
Slide 25: 1. Make participation easier with native YouGov app
1. Make participation easier with native YouGov app Daily questions Fill in profile Notifications to surveys 25
Slide 26: 2. Expand reach across third party websites
2. Expand reach across third party websites
Slide 27: Bringing together our audiences
Bringing together our audiences Click to edit Master title style 27
Slide 28: YouGov can be seen as a single web application
YouGov can be seen as a single web application 28
Slide 29: B2B clients expect the same user experience as consumers
In today’s world, B2B clients expect the same level of User Experience they are used to as consumers Profiles LITE now generating leads in UK, successfully launched in US, Germany 29
Slide 30: Our new website offers clear routing for three audiences
Our new website offers clear routing for those three audiences to find what they are looking for 30
Slide 31: YouGov Profiles
YouGov Profiles Alex McIntosh – UK CEO
Slide 32: Agencies and brands are navigating a wide range of insight tools
Agencies and brands are navigating a wide range of insight tools available to them Clients are needing solutions that are: Integrated: allowing users to map and fuse segmentations and ad-hoc work directly into a single product Holistic: offering views of an audience’s activity and engagement across
Slide 33: To address these needs, we launched YouGov Profiles
To address these needs, we launched Our segmentation and media planning product for agencies and brands This new Data Product is People who shop at Ocado powered by data collected in the YouGov Cube – our connected data vault. In the UK, the YouGov Cube holds over 120,000 data points, collected
Slide 34: YouGov Profiles connects a multitude of data variables
YouGov Profiles connects a multitude of data variables Demographics Attitudes Brand Usage and Lifestyles and Opinions and Perception Segment on a number of categories Measure attitudinal and opinion data Understand usage and perception including general demographic from a variety of topics around th
Slide 35: Dynamic Segmentations
We are fully integrated… Dynamic Segmentations Design, map, and upload market segmentations directly within the product that automatically update on a weekly, not yearly, basis
Slide 36: 360° Media Plans
We are truly holistic… 360° Media Plans Analyse data collected daily from the UK’s largest ATL and BTL media consumption source to build more robust channel plans
Slide 37: Niche Groups
We are more granular… Niche Groups Obtaining robust sample sizes on hard to reach groups is made easier by reaching out to a sample of 250,000 UK consumers
Slide 38: Actionable Passive Analytics
We are always innovative… Actionable Passive Analytics The number one source for passive online, mobile, tablet and social data that has 100% accurate demographics attributed to everything visited, liked, downloaded and followed
Slide 39: Weekly Data Updates
We are always on and dynamic… Weekly Data Updates We collect information from our panel daily, and update data weekly in the tool. This means you will always be able to profile viewers of the latest mobile app or the newly launched TV show
Slide 40: We deliver ROI to our clients
We deliver ROI to our clients Opening up access to insight across the business to create a more reactive culture; boosting staff skill-sets and reducing spend with 3rd party agencies Reducing investment in multiple insight products that serve different purposes by investing in one single-sourced
Slide 41: YouGov BrandIndex
YouGov BrandIndex Ted Marzilli – CEO, BrandIndex
Slide 42: Introducing YouGov BrandIndex
Introducing YouGov BrandIndex The daily brand perception tracker
Slide 43: BrandIndex: what it is and how it works
BrandIndex: what it is and how it works ONLINE REPORTING TOOL (HOSTED) YOUGOV PANELLISTS SYNDICATED SURVEYS EASILY EXPORTABLE DATA YOUGOV CUBE 43
Slide 44: BrandIndex metrics: relevant across all categories and brands
BrandIndex metrics: relevant across all categories and brands MEDIA METRICS BRAND HEALTH METRICS LOWER FUNNEL METRICS Aided Brand Awareness: General Impression: Purchase Consideration & Are you aware of the brand? Do you have a positive or Intent: negative view of the brand? Which brands are you con
Slide 45: A truly unique product
A truly unique product Continuous daily data Breadth of coverage: thousands of brands Large daily sample size Panellist profiling (demographics, attitudes, behaviors) Custom “trigger questions” can be inserted into syndicated questionnaire Historical data: 8+ years in several geographies
Slide 46: BrandIndex provides critical information to help marketers manage their brands
BrandIndex provides critical information to help marketers manage their brands For analysing the effects of your advertising How does advertising impact buzz, consideration and other metrics? Does my advertising appear to generate WOM? Improve quality? Value? Impression? How does my campaign (
Slide 47: BrandIndex footprint becoming increasingly global
BrandIndex footprint becoming increasingly global: enabling us to attract global clients BrandIndex is currently available in 24 markets Sweden Finland Canada Norway Denmark Ireland UK The Netherlands USA France Germany China Egypt Japan Saudi India Singapore Mexico UAE Thailand Malaysia Brazil In
Slide 48: Our clients include brands and their agencies
Our clients include brands and their agencies Brands Agencies 48
Slide 49: Some Examples
Some Examples YouGov
Slide 50: Early impact of all-day breakfast at McDonald's
Early impact of all-day breakfast at McDonald’s 50
Slide 51: AIG 'Thank You America' campaign
AIG ‘Thank You America’ campaign Baseline Launch Lawsuit Story 51
Slide 52: VW crisis – immediate global read
VW crisis – immediate global read 52
Slide 53: BrandIndex applied to investment theses
BrandIndex applied to investment theses 53
Slide 54: Single solution tied to client workflow
Single solution tied to client workflow Identify Describe Target Track Evaluate My Customers My Brand 55
Slide 55: Coffee break
Coffee break What the world thinks
Slide 56: YouGov's powerful analytics solution: Crunch
YouGov’s powerful analytics solution: Crunch Doug Rivers – Chief Scientist
Slide 57: The problem of collaborative analytics
The problem of collaborative analytics There are several deficiencies with the traditional model: It’s slow Mistakes will be made Data are lost or forgotten There is no data security Big data is too big for normal stats systems 57
Slide 58: All of your data in one place
All of your data in one place All of your surveys are stored in the cloud and instantly available to any user you have authorised to see the data via a secure login. You can find questions in any of your datasets using a powerful search tool. You don’t have to worry about losing old data — it’s
Slide 59: Explore your data
Explore your data Your data is organised by topic. Click and you can see all of the questions related to a topic that interests you. Or just browse through all of your questions. Data analysis does not have to be a struggle. 59
Slide 60: Create complex analyses
Create complex analyses Crunch is easy. It uses an intuitive point and click interface. No more programming or waiting for a deck of tabs. Analytics at the speed of thought. 60
Slide 61: Have it your way
Have it your way Crunch adapts to your workflow. Do you want a table or a graph? Excel or Powerpoint? Share your data and analyses with your team. 61
Slide 62: Drill down into your data
Drill down into your data Remember when it took a week to redo an analysis for repeat customers or customers in a single region? In Crunch you can slice and dice your data interactively. Filter your analyses on the fly. It’s easy—just select one or more variables to see the analysis on that su
Slide 63: Create custom segmentations
Create custom segmentations It’s easy to create segments from variables in your dataset. Drag the variables you want to use. Select the categories that belong to each segment. Presto and they are ready to use in any of your analyses. 63
Slide 64: The technology
The technology Being used today by some of YouGov’s largest customers for tracking studies (Google, ITV) General purpose analytics application: fills a niche between legacy applications (SPSS, SAS) and “big data” products—instant, easy, collaborative Crunch is based on modern open source NoSQL
Slide 65: YouGov Omnibus
YouGov Omnibus Ray Martin – Omnibus CEO
Slide 66: Definitions of our Custom Research Solutions
Definitions of our Custom Research Solutions 1. Custom Research: a research study including customised deliverables 2. Field & Tab: a study to a niche/specific sample requiring standard and templated deliverables 3. Omnibus: a multi-client survey on a wide range of subjects, run on a regular basis 6
Slide 67: What is the YouGov USP?
What is the YouGov USP? Speed Accuracy Media coverage Portfolio of Custom Research products Skilled researcher support Global research offering 67
Slide 68: Major opportunities for growth
Major opportunities for growth Specialist Omnibus services International Field & Tab services Cube data Automated outputs 68
Slide 69: YouGov Omnibus Client Testimonial
YouGov Omnibus Client Testimonial Video
Slide 70: Collaborative Insights tool
Collaborative Insights tool Our new platform for clients and researchers to design surveys more efficiently Initially available in Asia Pac and Nordics 71
Slide 71: Collaborative Insights tool
Collaborative Insights tool 72
Slide 72: Collaborative Insights tool
Collaborative Insights tool 73
Slide 73: Collaborative Insights tool
Collaborative Insights tool Advantages: Minimal training required Multiple users can access surveys Speed to field Questionnaire library Moving towards a self-service offering 74
Slide 74: The new world of research
The new world of research Andy Morris – Chief Innovation Officer
Slide 75: Online Purchase Journey
Online Purchase Journey Video
Slide 76: Combining all of this… changes the face of research
Combining all of this… Traditional Survey Online Social Media Passive Tracking 79 …changes the face of research
Slide 77: Run a Segmentation
Run a Segmentation Cruise Young fun- Tempted first fanatics seekers timers
Slide 78: Colour the segmentation: Tempted first-timers
Colour the segmentation: “Tempted first-timers” Demographics and Lifestyles Attitudes and Opinions Brand Usage and Perceptions I have never left the Country Female Midwest and I like to have Westerner the radio on in I like ads with my Low to middle income the background favorite stars Democrat Asso
Slide 79: Test new products aimed at Tempted First Timers
Test new products aimed at “Tempted First Timers” Like the Likely to Average Ranking concept buy spend of amount options Nassau and back 31% 23% $240 4 Discover cruising 58% 41% $310 1 Two days on the Keys 61% 39% $180 2 West Coast hopping 44% 28% $380 3 *All dummy data 81
Slide 80: Plan the media campaign for 'Discover Cruising'
Plan the media campaign for ‘Discover Cruising’ TV shows Magazines Websites Programmatic 82
Slide 81: Track the success through BrandIndex
Track the success through BrandIndex 1.0 0.5 Carnival Cruises Buzz 0.0 2015-12-24 2016-01-24 2016-02-24 2016-03-24 2016-04-24 2016-05-24 2016-06-24 2016-07-24 2016-08-24 -0.5 -1.0 -1.5 -2.0 -2.5 -3.0 -3.5 -4.0 -4.5 Tempted First-Timers General Pop 83 *All dummy data
Slide 82: Adapt using Omnibus/Collaborative Insights
Adapt using Omnibus/Collaborative Insights The campaign has attracted buzz, is reaching the target market and incoming calls are up but they aren’t converting into sales of the ‘Discover Cruising’ product Carnival return to the YouGov Cube, instantly identify the target market again and hone in
Slide 83: What's next? Bigger, better, faster, easier
What’s next? Bigger, better, faster, easier The combination of custom research and products connected to each other and to the ever-expanding YouGov Cube is unprecedented and unparalled It is all possible today but we must stay ahead of the game: Greater amounts of data More data streams N
Slide 84: Closing remarks and Q&A
Closing remarks and Q&A Stephan Shakespeare – Chief Executive Officer
Slide 85: Closing remarks
Closing remarks We are increasingly a data technology company: Technology as a means of collecting and organising data to understand markets Combining expertise and industry experience with hard science Putting the human experience, and the human desire to share information, at the heart of ou
Slide 86: Closing remarks
Closing remarks We’ve built the infrastructure of a globally scaleable and integrated data technology company We are increasing sales of higher margin data products while transforming custom research Answering the central challenge for our clients: not just collecting data, but connecting data
Slide 87: Thank you. Questions?
Thank you Questions? You! 89
Slide 88: Don't Just Collect Data. Connect Data.
Don’t Just Collect Data. Connect Data.