Growth path
Kopi Ceria in Coffee chains, Malaysia. Base n = 312.
One ratio, moved
Affinity is the priority for a Door Knob, covering Act to Advocate
- Target
- 76%
- Category avg
- 76%
- BAR
- 0.45
Moving Affinity from 51.9% to 76% takes BAR from 0.30 to 0.45. On this sample that is +26 people out of the 181 who already know the brand.
This is arithmetic, not a forecast. BAR is the product of the four conversion ratios, so changing one of them scales BAR by exactly the same factor as long as the other three hold. It says what the number would be, not how likely the move is. The slider stops at the higher of the category average and its upper quartile, 74%, so the target stays inside what brands in this category actually reach.
Tactic named in the source
Engagement Marketing
Marketing 4.0, chapter 11, PDF p. 173.
MarkPlus coaching modules
Not yet defined for this ratio. awaiting MarkPlus decision
Demo only, this button sends nothing.
How the programme is built
Assessment
The 5A survey itself. The member lists the brands, the questionnaire is generated, the member distributes the link, and the dashboard opens at the minimum sample.
Coaching
Sessions built on the ratio the data points at, using the MarkPlus module set. The diagnosis decides the module, so the sale follows the finding.
Benchmark
The same measurement across categories and across waves, so a brand can see whether it moved and whether the category moved with it.
Award pipeline
Categories with enough participating brands and enough responses become candidates for WOW Brand recognition, using the measurement already collected.