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All	copyright	owned	by	The	Future	Place	and	the	presenters	of	the	material.	For	more	informa;on	about	NewMR	events	visit	h...
All	copyright	owned	by	The	Future	Place	and	the	presenters	of	the	material.	For	more	informa;on	about	NewMR	events	visit	h...
Unravel Christmas
toys purchase
behavior
Using	behavioural	tracking	to
Few	industries	are	impacted	by	seasonality	as	
much	as	the	toy	industry.		
	
Companies	concentrate	the	majority	of	their	
...
To get a complete understanding of our
consumers in their different roles-
shoppers, influencers and users- and their
behavi...
Challenges
Toys and retail are under a deep
transforma>on:
e-commerce,
Black Friday
We can’t rely on the consumes
remembra...
Research approach
In order to fulfill these objec>ves
we created a system to monitor
consumers opinions, aMtudes and
behavi...
SURVEY 		
458	families		
Parents	with	children	3-12	y.o.	
3	consecu;ve	months	of	collabora;on		
October-November-December	...
BEHAVIOURAL	
TRACKING		
	
How	do	we	collect	
everyday’s	data	points	
Installa;on	of	a	browser	plug-in	
Desktop	
“Tracker”	...
Intention to
spend less than
previous year
162€ / children
73%
parents
intervene in
the gift list
Budget split:
40% / 60%
...
Average spending Place of purchase
TV ads
Catalogs
Window shopping
Touchpoints
Working with the same group of families for...
Not requesting yet
Decision made
Requesting
8th
Oct
15th
Oct
22nd
Oct
29th
Oct
5th
Nov
12th
Nov
19th
Nov
26th
Nov
3rd
Dec
...
Reinforcing the survey with a digital behavioral tracking in a single
source project gave us access to new informa>on 
Beh...
To the 24 sites that
they are aware of
having visited
From the 142 toys
sites that the have
visited
Consumers	search	for	stores	in	the	first	place	instead	of	
looking	for	a	par;cular	toy	
Evolu?on	of	the	ac?vity	in	search	e...
With	the	digital	tracker	we	analyze	the	visits	to	toys	sites	during	
the	three	stages	defined	in	the	survey	
Evolu;on	of	vi...
Grouping	the	informa;on	by	type	of	site	we	can	look	for	pa@erns	and	iden;fy	
the	steps	of	the	consumer	journey
By	synthesizing	all	this	informa;on	we	discover	which	are	the	most	common	
naviga;on	routes	in	this	informa;on	and	purchas...
Through	research	both	the	Brand	and	the	Media	Agency	have	
improved	our	knowledge	of	our	consumer	in	their	online	and	
offli...
All	copyright	owned	by	The	Future	Place	and	the	presenters	of	the	material.	For	more	informa;on	about	NewMR	events	visit	h...
All	copyright	owned	by	The	Future	Place	and	the	presenters	of	the	material.	For	more	informa;on	about	NewMR	events	visit	h...
All	copyright	owned	by	The	Future	Place	and	the	presenters	of	the	material.	For	more	informa;on	about	NewMR	events	visit	h...
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In this commercial webinar, Omnicom’s Raúl Gordo presents “A Game Changer in the Understanding of Toy Consumers” – which was presented at the ESOMAR Congress in Berlin, 2018. The presentation looks at how a tracking system integrated with behavioral data can be used to drive the toy business during the Christmas campaign.

After the presentation, there is a panel discussion with Raúl, Ioana Nitulescu, Sue York and Ray Poynter, moderated by Netquest’s Joaquim Bretcha – broadcast from Netquest’s headquarters in Barcelona.

In this webinar you will hear a state of the art case study of how behavioural data can be incorporated with survey data to improve trackers, making them more actionable.

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Utilising digital behavioural data to improve tracking studies

  1. 1. All copyright owned by The Future Place and the presenters of the material. For more informa;on about NewMR events visit h@p://newmr.org
  2. 2. All copyright owned by The Future Place and the presenters of the material. For more informa;on about NewMR events visit h@p://newmr.org •  Chair Sue York, NewMR •  Presenta;on Raúl Gordo, Omnicom Media Group •  Moderator Joaquim Bretcha, Netquest •  Discussion Raúl Gordo, Omnicom Media Group Ioana Nitulescu, Netquest Ray Poynter, NewMR •  Q & A Sue York, NewMR •  Tweet your ques;ons using #NewMR or GoToWebinar Ques;on Box Using digital behavioural data to improve tracking studies
  3. 3. Unravel Christmas toys purchase behavior Using behavioural tracking to
  4. 4. Few industries are impacted by seasonality as much as the toy industry. Companies concentrate the majority of their sales and marke;ng efforts in the last quarter of the year and by no means can afford to fail in their strategy. We have an extensive history of consumer research in the category: tracking studies, focus groups, ethnographic interviews and digital plaXorms. However, due to the new market and society circumstances, we needed a new approach to properly track the behavior of the consumer during the Christmas period.
  5. 5. To get a complete understanding of our consumers in their different roles- shoppers, influencers and users- and their behavior in the physical and digital spaces, enabling the brand to react to any change in the market and op>mize the adver>sing investment during the pre-Christmas and Christmas periods Objec>ve
  6. 6. Challenges Toys and retail are under a deep transforma>on: e-commerce, Black Friday We can’t rely on the consumes remembrance of all the sites visited and toys related searches made Much of the online traffic is moving from desktop to mobile We have to avoid the social desirability bias
  7. 7. Research approach In order to fulfill these objec>ves we created a system to monitor consumers opinions, aMtudes and behavior during the pre-Christmas period. We combined the survey approach with online behavioral tracking methodology. Both studies running simultaneously over the same sample of respondent during 3 months Behavioral tracking Survey
  8. 8. SURVEY 458 families Parents with children 3-12 y.o. 3 consecu;ve months of collabora;on October-November-December 6 bi-weekly interviews Highly engaged par?cipants
  9. 9. BEHAVIOURAL TRACKING How do we collect everyday’s data points Installa;on of a browser plug-in Desktop “Tracker” integrated into a branded panelist App Android User sets up a proxy connec;on per connec;on iOS
  10. 10. Intention to spend less than previous year 162€ / children 73% parents intervene in the gift list Budget split: 40% / 60% 24th Dec / 6th Jan Technology is the most desired gift from 6 years old and up, both boys and girls Hypermarkets over specialized shops 57% buy toys online: convenience good price E-commerce to buy certain toys hard to find in stores 25% follow influencers related to the category TV – children Amazon –parents Search – parents Catalogs – both 36% children can recall a particularly impactful TV spot The survey provided us with the basic knowledge about the market
  11. 11. Average spending Place of purchase TV ads Catalogs Window shopping Touchpoints Working with the same group of families for three months let us understand how they live this >me of the year and generates a con>nous flow of informa>on for the brand to react 162€ 237€ Hypermarket
  12. 12. Not requesting yet Decision made Requesting 8th Oct 15th Oct 22nd Oct 29th Oct 5th Nov 12th Nov 19th Nov 26th Nov 3rd Dec 10th Dec 17th Dec 24th Dec 31st Dec Requesting process - Kids We can determine 3 stages in the process
  13. 13. Reinforcing the survey with a digital behavioral tracking in a single source project gave us access to new informa>on Behavioral tracking Survey
  14. 14. To the 24 sites that they are aware of having visited From the 142 toys sites that the have visited
  15. 15. Consumers search for stores in the first place instead of looking for a par;cular toy Evolu?on of the ac?vity in search engines ___Search for a brand ___Search for a retailer ___Search for a toy
  16. 16. With the digital tracker we analyze the visits to toys sites during the three stages defined in the survey Evolu;on of visits to toys websites
  17. 17. Grouping the informa;on by type of site we can look for pa@erns and iden;fy the steps of the consumer journey
  18. 18. By synthesizing all this informa;on we discover which are the most common naviga;on routes in this informa;on and purchase process
  19. 19. Through research both the Brand and the Media Agency have improved our knowledge of our consumer in their online and offline lives The lessons learned have been extensively used in the planning of the communica;on campaign throughout the Christmas period Research has allowed us to make data driven decisions to opEmize the adverEsing investment, adap;ng the campaign to the real behavior of the different targets, adjus;ng the use of media for each specific moment of the consumer journey These type of research are key to understand the process through what kids decides what they want as Christmas giks as well as parents purchase behavior so we adapt our plans and investments to the right channels at the right moments
  20. 20. All copyright owned by The Future Place and the presenters of the material. For more informa;on about NewMR events visit h@p://newmr.org Using digital behavioural data to improve tracking studies Discussion
  21. 21. All copyright owned by The Future Place and the presenters of the material. For more informa;on about NewMR events visit h@p://newmr.org Using digital behavioural data to improve tracking studies Q & A
  22. 22. All copyright owned by The Future Place and the presenters of the material. For more informa;on about NewMR events visit h@p://newmr.org NewMR 2018 Sponsors Communica;on Gold Silver
  • jcunniet

    Nov. 5, 2018

In this commercial webinar, Omnicom’s Raúl Gordo presents “A Game Changer in the Understanding of Toy Consumers” – which was presented at the ESOMAR Congress in Berlin, 2018. The presentation looks at how a tracking system integrated with behavioral data can be used to drive the toy business during the Christmas campaign. After the presentation, there is a panel discussion with Raúl, Ioana Nitulescu, Sue York and Ray Poynter, moderated by Netquest’s Joaquim Bretcha – broadcast from Netquest’s headquarters in Barcelona. In this webinar you will hear a state of the art case study of how behavioural data can be incorporated with survey data to improve trackers, making them more actionable.

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