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.

Utilising digital behavioural data to improve tracking studies

88 views

Published on

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.

Published in: Education
  • Be the first to comment

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

×