"Understanding Consumer Intent to Create Better Ads & Experiences"

1. Understanding Consumer Intent to Create Better Ads & Experiences

2. Introduction
Michael Kahn
CEO, Performics Worldwide
A Global Performance Marketing Agency
Motivate
Participation
Drive
Performance
Optimize for
Action

3. Agenda
Why Is Consumer Intent Important?
How Can We Understand Intent?
• Planalytics
• The Intent Feedback Loop
Leveraging Intent to Create Better Performing Experiences

4. The Power of Intent
Intent
The largest marketing
variable.
It shapes search queries,
dictates paths-to-
purchase & mediates
meaningful interactions
with brands regardless of
channel, media or
content type.

5. Understanding intent enables creation of relevant,
personalized ads/experiences

6. Misunderstanding
Intent
The Biggest Marketing Mistake
Disconnected, Irrelevant,
Non-Engaging Ads/Experiences=

7. Searches for store
increase by 33%
Average online
sale $45
Find her where
she’s active
Fall campaign ads drive 9
million impressions
Women aged
19-29 value
price over
brand
78 people currently
in store
1,209 active SKUs on display
Location: Traverse City, MI
Next nearest location 13.6 milColumbus Day is in two days
Schools may have day off
Recent searches
Coupon website
Leather jacket customer review
Top fall trends for 2014
See more.
Data footprints uncover consumer intent

8. How to See More: Planalytics
The process of identifying
intent & applying that
insight toward improving
brand engagement to
drive measureable
performance
Planalytics

9. Data Through a Lens of Intent
Industry Analysis
Market Maturity (local)
Market Sizing (local)
Trends and Norms
Competitive Intelligence
Brand Discovery
Competitive Marketing Strategies
SWOT
Channel Standards
Content, Mobile & Social Insights
Seasonal Nuances
Benchmarking
Audits
Consumer Insights
Sentiment Analysis
Audience Prioritization
Customer Journeys
Personas

10. Planalytics: How Data Informs Intent
eMarketer Forester Research comScore Experian HitwiseCompetitive
Search Insights
Competitive
Social Insights
Brandwatch
PlanningInputs
Initial Intent
Hypothesis
Planning & Insights
Refined Intent
Hypothesis
Analytics +
Planning & Insights
Testing
Analytics
Google
Analytics
Dashboard YouTube
Analytics
AnalyticsInputs
CRM Data bluekai Axiom

11. A Planalytics Framework
Phases Defined Key Outputs
• Client Brief
• Tech & Data Audit
• Consumer Journey
• Segmentation
• Draft Learning Agenda
• Draft KPIs
• Draft Maturity Plan
Discovery
Audience &
Intent
POEM
Activation &
Optimization
Establishing the foundational
elements of a brand
The exploration of a brand’s business,
market and audience, and the
interaction with media through data
analysis & insight identification
The integration of the key outputs to
create a strategic marketing plan for
the brand
Activation & optimization of paid,
owned & earned channels
• Organizing Idea
• Performance Plan
• Brand Experience Map
• Measurement Plan
• Final Learning Agenda
• Multi-Modal Budget
• Digital Maturity Plan
• Transform Data into Actionable
Future Insights
The Planalytics Return

12. The Intent Feedback Loop: Continuous Analytics
Audience Segmentation & Targeting
Generate audience profiles to
customize & target messaging
and experience
Media Valuation for Investment Decision Making
Determine the value of each point of interaction to
properly valuate & invest
Measuring Success
Use online surveys to quantify the brand
awareness lift, analyze site data to identify
brand engagement changes, gather trait
data for audience insights & conduct cross-
channel attribution analysis to estimate the
lift on primary metrics.
Quantitative Optimization
Employ testing methodologies to
determine winning ad copy, landing
pages for each audience.
Budget Forecasting
Determine scenarios for media budget
to maximize volume subject to an
efficiency constraint (e.g., CPC, CPL)
Custom Database & Dashboard
Maintain database & reporting on
key consumer intent metrics
Search
Search
$
$

13. Thank You!
Michael Kahn
CEO, Performics Worldwide
Michael.Kahn@Performics.com
performics.com
facebook.com/performics
@performics