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Elevate Your Research with Behavioral Data

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Presentation by Melanie Courtright, SVP, Client Services, Americas

Presentation by Melanie Courtright, SVP, Client Services, Americas

Published in: Technology, Business
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  • 1. Melanie Courtright SVP, Client Services, Americas Elevate Your Research with Behavioral Data
  • 2. 2 Agenda What is Behavioral Targeting? Where does it apply? Is it feasible? How does it compare? How is it different? How does it work?
  • 3. 3 Behaviorally Targeted Surveys Survey panelists based on website visitation  Survey visitors of virtually any website URL and 150+ categories of websites  Survey and segment panel members based on visitation frequency (i.e., heavy, medium and light)  Survey customers and prospects based on their cross-website visitation  Target customers and prospects based on website visitation  Combine survey-based profile data with behavioral data to target respondents with more precision
  • 4. 4 What People Say Profiling & Screening 4
  • 5. 5 What People Do Behavioral data 5
  • 6. 6 Applications Screening Criteria Use site visitation data as an additional or alternative screening tool to better identify your audience Site Visitation Understanding Survey site visitors based on frequency of site visitation Competitive Intelligence Survey visitors to your site vs. your competitors’ sites Intent to Purchase Identify purchase intenders by website visitation
  • 7. 7 Behavior-based Targeting Categories Over 150, including …  Automotive  Shopping  Business & Finance  Real Estate  Education  Movies  Games  Books  Performing Arts  Television  Food & Beverage  Lifestyle  Gambling  Government & Politics  Health & Medical  Fashion  IT  News  Department Stores  Sports
  • 8. 8 Key Metrics: How does it work? The OnDimension panel is a subset of the Research Now panel whose members have opted in to have their online behaviors tracked via a desktop app downloaded to their PC.
  • 9. 99 Case Study
  • 10. 10 OBJECTIVE 1 The Research Challenge 2 main objectives: Identify auto intenders at the early stage of the decision making process CASE STUDY OBJECTIVE 2 Understand the purchase process
  • 11. 11 Audience Understanding Online Behavior PERIOD Prior 30 days SOLUTION Meter technology & base profiling to identify panelists who have visited a set of automotive websites. CASE STUDY
  • 12. 12 Auto Intenders 2,500 completes, split behavioral and screened, where screening demos were matched to natural fallout of behavioral data (55% male, 15% under 35, 25% under $50K) Purchased a Vehicle Intend to Purchase Vehicle Gather auto info online Ford Considerers Ford Buyers Gather auto info online Ford Considerers 17% 23%12% 86% 31% 14% 91% 30% 32% 92% 86% 27% 13% CASE STUDY 29%
  • 13. 13 Audience Understanding Offline behavior SOLUTION GPS mobile technology & base profiling to identify panellists who have visited dealerships. PERIOD Prior 30 days CASE STUDY
  • 14. 14 Auto Intenders Member Visits 64% Intenders 71% Online Searchers CASE STUDY
  • 15. 15 What else?  Other website visits  Mobile apps  Mobile site visitation 15
  • 16. 16 More Case Studies
  • 17. 17 Competitive Intelligence CASE STUDY SOLUTION Using the OnDimension panel, we identified and surveyed members who visited the client’s website and a competitive set of websites based on frequency. LEARNINGS The client obtained detailed findings on attitudes about competing websites and was able to gain insights to inform their marketing efforts and messaging / production selection. PROBLEM A major online retailer was looking to understand competitive shoppers, rejecters and switchers.
  • 18. 18 Intent to Purchase CASE STUDY SOLUTION Using the OnDimension panel, we identified members who had visited a cruise website in the past 90 days. We then used survey questions to validate those in-market and gauge their motivations. LEARNINGS The client gained insights into key drivers of the purchase process and why customers were not considering certain cruise lines. PROBLEM A major cruise line was looking to survey people in the market for a cruise to understand their decision criteria.
  • 19. 1919
  • 20. 20 What’s next?  Single-Source Panel − Highly profiled − Online metered − Mobile metered − and more …  Integrated Data  Purchase Data
  • 21. Questions? Thank you! Melanie Courtright DigitalUS@researchnow.com

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