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.

Audience-centric approach: when deep data analysis lead to performance

28 views

Published on

When launching a new campaign, understanding your audience seems obvious. However, it is often predefined during your marketing brief and represents the ideal customer of your client. During the launch of the new A-Class campaign, we have decided to go beyond the original briefing and challenge the described audience. Discover how you can make use of data to adopt a real audience-centric approach and take your campaign performances to the next level.

Published in: Business
  • Be the first to comment

  • Be the first to like this

Audience-centric approach: when deep data analysis lead to performance

  1. 1. AUDIENCE -CENTRIC APPROACH WHEN DEEP DATA ANALYSIS 
 LEAD TO PERFORMANCE SOCIAL MEDIA SUMMIT 2019 &
  2. 2. INSTAGRAM IN BELGIUM STATE OF THE ART #JustLikeYou
  3. 3. Mercecedes-Benz A-Class An iconic model 1997
  4. 4. 2014 Mercecedes-Benz A-Class An iconic model
  5. 5. 2018 Mercecedes-Benz A-Class An iconic model
  6. 6. Mercedes-Benz A-Class Marketing goals AWARENESS CONSIDERATION CONVERSION LOYALTY
  7. 7. AWARENESS CONSIDERATION CONVERSION LOYALTY MARKETING GOALS SOCIAL GOALS MEDIA WEBSITE TRAFFIC WOM LEADS (TEST- DRIVES) REACH PICTURES/ CANVAS/ CARROUSELS PPL CAROUSELS - 
 CANVAS/LEAD ADS VIDEO (MAXIMIZES 
 REACH)
 /STORIES/PICTURES PICTURES/ VIDEOS TARGETS SPECIFIC INTERESTS CUSTOM AUDIENCES/ REMARKETING BROAD INTERESTS CLIENTS/USERS/ AMBASSADORS KPI’S ENGAGEMENT/ CPC/CTR CPC, CTR,LINK CLICKS, LEADS VIDEO VIEWS/REACH/ %COMPLETION/ ENGAGEMENT #MENTIONS TESTIMONIALS SOCIAL MEDIA TO SUPPORT YOUR MARKETING GOALS Sales funnel approach CHANNELS
  8. 8. Mercedes-Benz Target group CLIENT TYPE
  9. 9. CLIENT TYPE Mercedes-Benz Target group
  10. 10. Reasons why it’s difficult to get audience insights EXPENSIVE TIME NO LOCAL EXPECTATION REALITY
  11. 11. Audience intelligence ALTERNATIVE TO SURPASS TRADITIONAL MARKET RESEARCH
  12. 12. Audience profiling SoPRISM solution
  13. 13. Power of behavioral analysis Audience profiling DECLARATIVE VS BEHAVIORAL
  14. 14. Biggest consumer knowledge center Facebook apps & family VISIBLE & INVISIBLE INTERACTIONS BROWSING JOURNEY
  15. 15. Facebook knows you by Cambridge & Stanford What your “liking activities” reveal about you...
  16. 16. Privacy Audience-based approach GDPR
  17. 17. A-Class audience Segmentation
  18. 18. A-Class audience Segment profiling example
  19. 19. Mercedes-Benz A-Class Strategy fine-tuning DYNAMIC EMPLOYEES « Work hard, play harder. » SUCESSFUL FATHERS LGBT-FRIENDLY
  20. 20. Mercedes-Benz A-Class Results 62% 12% 40%
  21. 21. Audience intelligence Added-value AUDIENCE DISCOVERY 01 CONSUMER JOURNEY OPTIMIZATION02 AUDIENCE SEGMENTATION03 COMPETITIVE ANALYIS 04
  22. 22. « Marketing in general, was all about mass audience. Now, it’s much more about communication to niche targeted audiences.» Chris Gee ( Head of digital - Burson Matseller )

×