Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Ogilvy

939 views

Published on

Ogilvy

Published in: Data & Analytics
  • The ultimate acne system, Top ranked acne plan for download Unique clear skin strategies ♣♣♣ http://scamcb.com/buk028959/pdf
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Be the first to like this

Ogilvy

  1. 1. V7.4 10 December Dat a Del i ght : I dent i f y Cust omer Engagement Oppor t uni t i es Thr ough Dat a
  2. 2. We craft experiences, fuelled by data and big creative ideas, to help win more customers and make them more valuable Data Analytics and Insights and Creative Valued Personal Experiences › Big Ideas
  3. 3. › Profile Communications Engagement Network Profile Engagement LocationDevices Behavioural Purchases Network Size Influence Content Comments Likes and Shares Extended Profiles Brands and Likes Profile Photo Cross Device Use Technology Geography Beacons Content Products Transactions Samples Demographics Geography Contactability Transactions Samples Response Rates Marketing History Channel Effectiveness Direct Digital Social
  4. 4. Heavy Machi ner y – I nt egr at ed Dat a Jour ney t o Uncover Pur chase Bar r i er s and Fuel Engagement St r at egy
  5. 5. Jour ney of Dat a I ndust r y Dat a and Machi ne Sensor Dat a To Sel ect Regi ons f or Gr owt h Pr i mar y Resear ch + Soci al Buzz To Under st and Pur chase Bar r i er s Soci al Buzz and Sear ch Dat a To Capt ur e Local Nuances For Cr eat i ve and Cont ent I dea Medi a, Bi g Dat a and Cl i ckst r eam Dat a To Sel ect Ef f ect i ve Channel s and Touch Poi nt St r at egy
  6. 6. The busi ness ambi t i on i s t o f urt her penet rat e t he Chi na market , whi l e t he overal l i nf rast ruct ure busi ness was sl owi ng down Key Growt h Regi ons Const r uct i on I ndust r y For ecast Dat a Sour ce: Oxf or d Economi cs, Const r uct i on: I ndust r y For ecast s, 2014 Const ruct i on Indust ry Forecast
  7. 7. Despi t e of bei ng percei ved as a gl obal l eader i n qual i t y, durabi l i t y, rel i abi l i t y and t echnol ogy, cust omers i n Chi na were not buyi ng CAT because “pri ce i s t oo hi gh” Soci al Li st eni ng of Key Topi cs
  8. 8. Soci al buzz showed t he emot i onal bondi ng bet ween owners and t hei r machi nes, and search keywords anal ysi s provi de i nsi ght on purchase i nt ent i on and t he i nf ormat i on prospect s are l ooki ng f or Soci al Buzz f rom Vert i cal Si t es on Excavat or Search Int ent Anal ysi s Dat a Sour ce: Soci al dat a col l ect ed f r om f or ums on ver t i cal si t es Dat a Sour ce: Bai du Keywor d sear ch dat a on br and r el at ed wor ds
  9. 9. Medi a ef f i ci ency, medi a usage habi t , web si t e cl i ckst ream dat a anal ysi s and pri mary search f uel t he engagement bl uepri nt Medi a Perf ormance Measurement Gol den Ti mi ng – Wi t hi n 60 Days Soci al Medi a Penet rat i on St udy wi t h Bi g Dat a Research on How and Where Prospect s Get Inf ormat i on
  10. 10. What We Have Done i n Y2014 Based on Cust omer Journey and Dat a Insi ght Cust omer Jour ney Engagemen t Pr ogr ams Tar get s Cust omer Touchpoi nt Prospect s ( who ha v e c l e a r r e q ue s t s o f He x ) Cat waj i . com PC & WAP Qual i f i ed Leads ( who ha v e c l e a r p ur c ha s e i nt e nt i o n) Sal es Opport uni - t i es ( Id e nt i f i e d a nd f o l l o we d by s a l e s ) Pre- purchase Awar eness Resear ch I nt er e st & Desi r e Demo/ Pi l ot Post - purchase Pur cha se Repeat Pur cha se Advocacy Cust - omers Loyal t y Members NPI Campai gn Prospect s ( Eng i ne e r i n g Ma c hi ne r y Pr a c t i t i o ne r ) Loyal t y Members Cat Bang
  11. 11. • Lever age Cat i nt er nal Exper t s t o bui l d up pr of essi onal and t r ust wor t hy i mage vi a on- si t e Q&A about pr e- sel l i ng quest i ons. • A ser i es of Vi r al Vi deos f or t he pr ogr am l aunch. • Cat Bang Est abl i shment on Cat waj i . com • Tar get Audi ence VOC Col l ect i on f r om Vert i cal Si t es Li st eni ng • Hot Needs and Want s Col l ect i on f r om Cat Bang WeChat • Search Market i ng t o Dr i ve At t ent i on & Awar eness • Vi deo f or Launch Exposur e and l ong- t er m Cont ent Publ i sh • Vert i cal Si t e Deepen Cooper at i on, e. g. Bang Page, KOLs, ePR, et c. • WeChat Account Publ i sh • Do Magazi ne f or Cat Bang Cont ent Pr omot i on • Sal es Tool s Devel opment • Cat Bang Of f l i ne Engagement , combi ne wi t h exi st i ng mar ket i ng act i vi t i es, e. g. I SF, Deal er si de event s, NPI campai gns, SME j obsi t e vi si t s, gat her i ng, et c. ONLINE OFFLINE Ca t Ad v o c a c y Pr o g r a m – Ca t Ba ng ( 2 0 1 4. 5 - No w)
  12. 12. I nf ant Nut r i t i on – Dat a Dr i ven, Al ways On, Val uabl e Exper i ence
  13. 13. • 31% users made 1st purchase onl i ne The i nf ant nut ri t i on shopper behavi or have post ed a f ew busi ness chal l enges f or Nest l e Inf ant Nut ri t i on as i t l ooks t o f urt her penet rat e e- commerce market share i n a very compet i t i ve market Dat a sour ce: i Resear ch on I MF eShopper Behavi or and At t i t ude St udy, 2014 • 55% of f l i ne purchasers swi t ch brand when go onl i ne •91% use soci al medi a bef ore ent eri ng E- Commerce si t e
  14. 14. Our f i rst st ep i s t o underst and Personas wi t h di f f erent l enses
  15. 15. Then we i dent i f i ed t hose posi t i ve and negat i ve Moment s of Trut h ( MOT) al ong t hei r purchase j ourney
  16. 16. Non users, l ook f or general i nf o about Inf ant Mi l k/ Mom Mi l k Non users, l ook f or deep underst andi ng of a brand Users, l ook f or a sol ut i on Through Audi ence Int ent Model ( a combi nat i on of search and soci al dat a) , we f ound t hat t here are 3 cri t i cal MOTs t hat requi re di f f erent cont ent st rat egy Moment 1 Moment 2 Moment 3 Key t opi cs 1. Wor l d of mout h/ comment s 2. Pr i ce 3. I nci dent 4. Br and si t e 5. Compar i son wi t h ot her br and 6. Compar i son wi t hi n sub- br and 7. Mi l k sour ce Compet i t or t opi cs 1. Wor l d of mout h/ comment s 2. pr i ce 3. I nci dent Key Sear ch Topi cs 1. Const i pat i on 2. Change br and 3. I nf ant di ar r hea 4. Al l er gy 5. Eczema Key Sear ch Topi cs 1. Wor d of mout h/ comment s 2. Br and r anki ng t op l i st 3. How t o use 4. I nci dent 5. Compar i son
  17. 17. Combi ned wi t h creat i ng di f f erent user scenari os al ong t he cust omer deci si on , we worked out keyword and l andi ng page st rat egy t o personal i ze experi ence
  18. 18. Wi t h accumul at ed member behavi or dat a, t ri ggered communi cat i on i s devel oped t o f urt her creat e “val uabl e” experi ence t hat l eads ul t i mat el y t o sal es
  19. 19. Customer DMP Thi s i s t he Dat a- Dri ven , Al ways- on, Val uabl e Experi ence ( DAVE) i s enabl ed by i nt egrat i ng medi a, owned and earned dat a
  20. 20. Cont i nuous Commerce Pi l ot i ng wi t h Tel co Dat a Par t ner t o I dent i f y Bef or e, Dur i ng and Af t er Pur chase Jour ney
  21. 21. Consumers engaged at di f f erent PC and mobi l e channel s bef ore and duri ng E- commerce shoppi ng; 1 i n 5 f requent l y vi si t baby f orums Before Going to JD.com Shopping at JD.com Not e: t wel ve i nf ant f or mul a br ands wer e anal yzed, t wo of t hem f r om Nest l e Day 1 Day 14 Day 24 Sear ch Nest l ebaby. com. cn Compet i t or br and si t es Nest l e CMT Wei bo Compet i t or s’ Wei bo Nest l e CMT Wechat Compet i t or s’ Wechat Baby For ums Baby r el at ed apps
  22. 22. Brand si t e i s st i l l t he most i mport ant brand- owned t ouch poi nt bef ore t he purchase j ourney Nest l e Compet i t or s Brand Si t e Hot l i ne Wei bo WeChat 16% 35% 0. 5% 8% 5%0. 7% 2. 3%0. 3% Di gi t al Touch Poi nt s
  23. 23. When shoppi ng f or Inf ant Nut ri t i on, consumers al so l ook at bot t l ed wat er f or conveni ence and some el ect roni cs because of 6. 18 bi g promot i on
  24. 24. Cr eat i ng Dat a Pr oduct s t hat I dent i f y t he Who, When and What
  25. 25. *MOT = Moment of Truth. It is a high-point, one that could be emotional or rational. MOT is an opportune moment to deliver a relevant marketing message/proposition. It takes brand data and 3rd party data to identify Moments of Truth along customer journey. It leverages these MOTs to identify and engage customers more precisely.

×