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©TNS
Harnessing Social Media,
IoT and Mobile for Marketing
to the Consumer of One
Programmatic planning
before buying
©TNS
Programmatic: Multi-dimensional concept
Strategic
planning Implementation Succeed fast Buying
Nano
segments
Projectio...
Harnessing social media to derive the nano-segments
©TNS
Stimulation segment Nano-segments to target
Personalisation strategy for Programmatic Planning
4
Personalised content...
©TNS 5
New opportunities
Uncover broader partnership/
sponsorship opportunities
Personalisation beyond streaming and progr...
©TNS 6
Continuity: Detect and respond in real-time
Brand X resonance with segment
Personalisation beyond streaming and pro...
©TNS 7
Programmatic planning
Reality?
Marketing to the
consumer of one
Programmatic:
Beyond
messaging
Identification of
na...
©TNS
Challenge
Not in programmatic planning but in implementation
8
Strategic
planning Implementation Succeed fast Buying
...
Programmatic planning
Not limited to Social Media alone
Using Mobile data to develop personalised strategies
9
©TNS
Drive clickability for category ads
Identifying micro-moments that matter
Source: Kantar Mobile behavioural panel. 12...
Using IoT to develop personalised strategies
11
©TNS
IoT: Multi-dimensional – focusing on present opportunities
New marketing applications
Existing applications (better d...
©TNS 13
Energy data: Lifestyle insights - personalised
behavioural change opportunities
Similar households
Energy consumed...
©TNS
Predict path to purchase Activate path to purchase
RFID-enabled shopper trolleys
Personalising promotion messaging at...
©TNS 15
Wi-Fi-enabled appliances: Personalised category growth
and churn management at point of consumption
Point of Sale
...
©TNS 16
Wearables help identify and monitor behavioural
change opportunities
Identify
Educate Facilitate
Transform:
Person...
©TNS
Advertising Innovation
Early-warning
system
Partnerships
Behavioural
change
Promotion
at PoS
PoS to PoC
Better, faste...
Marketing evolution
or revolution?
©TNS 20
TNS UK, 6 More London Place, London, SE1 2QY | +44 207 656 5000 | www.tnsglobal.com/uk
Sunando Das
sunando.das@tns...
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Sunando Das, TNS @ ad:tech - 'Programmatic Planning Before Programmatic Buying: Harnessing The Power Of Social Media, Internet Of Things And Mobile For Marketing To The Customer Of One'

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Sunando Das, Head Of Marketing Analytics And Data Science at TNS speaking at ad:tech London on 14th October 2015

http://ad-techlondon.co.uk/
Register for next year: http://ad-techlondon.co.uk/register

Published in: Marketing

Sunando Das, TNS @ ad:tech - 'Programmatic Planning Before Programmatic Buying: Harnessing The Power Of Social Media, Internet Of Things And Mobile For Marketing To The Customer Of One'

  1. 1. ©TNS Harnessing Social Media, IoT and Mobile for Marketing to the Consumer of One Programmatic planning before buying
  2. 2. ©TNS Programmatic: Multi-dimensional concept Strategic planning Implementation Succeed fast Buying Nano segments Projection Testing multiple executions Technology to automate 2
  3. 3. Harnessing social media to derive the nano-segments
  4. 4. ©TNS Stimulation segment Nano-segments to target Personalisation strategy for Programmatic Planning 4 Personalised content streaming to nano-segments informs programmatic strategy Data from a TNS self-funded case study in QSR category 19% Surprised with happy b’day song and cake @nandos. Singing happy b’day like mental in nandos. Celebrating the arrival of new MF member – Rob – with a great traditional welcome meal @gbkburgers – amazing service today. Warm and fun-filled. 12%
  5. 5. ©TNS 5 New opportunities Uncover broader partnership/ sponsorship opportunities Personalisation beyond streaming and programmatic planning Promotion SALE Events Novelty factor NEW
  6. 6. ©TNS 6 Continuity: Detect and respond in real-time Brand X resonance with segment Personalisation beyond streaming and programmatic planning (continued) June July August September 25 26 34 19
  7. 7. ©TNS 7 Programmatic planning Reality? Marketing to the consumer of one Programmatic: Beyond messaging Identification of nano-segments AI algorithms Reality today Accuracy of projection Privacy regulations Challenge?
  8. 8. ©TNS Challenge Not in programmatic planning but in implementation 8 Strategic planning Implementation Succeed fast Buying Nano segments Projection Accuracy? Testing multiple executions Technology to automate
  9. 9. Programmatic planning Not limited to Social Media alone Using Mobile data to develop personalised strategies 9
  10. 10. ©TNS Drive clickability for category ads Identifying micro-moments that matter Source: Kantar Mobile behavioural panel. 12,000+ respondents over 14-month data 3% Shoe ad clickability 10 60% Shoe ad clickability Today Tomorrow Outcome DeviceWho Interest areas Day, time Situation Location Define micro-moments
  11. 11. Using IoT to develop personalised strategies 11
  12. 12. ©TNS IoT: Multi-dimensional – focusing on present opportunities New marketing applications Existing applications (better delivery) TomorrowToday 12
  13. 13. ©TNS 13 Energy data: Lifestyle insights - personalised behavioural change opportunities Similar households Energy consumed by washing machine 24% 3% 3% Washing mode % % % Results Personalised messaging to drive behavioural change Economy Cotton 100 40 60 40 60
  14. 14. ©TNS Predict path to purchase Activate path to purchase RFID-enabled shopper trolleys Personalising promotion messaging at point of purchase 14
  15. 15. ©TNS 15 Wi-Fi-enabled appliances: Personalised category growth and churn management at point of consumption Point of Sale to Point of Consumption Niche moments at breakfast Repertoire share Repertoire breadth Churn management Product portfolio
  16. 16. ©TNS 16 Wearables help identify and monitor behavioural change opportunities Identify Educate Facilitate Transform: Personalised programmes
  17. 17. ©TNS Advertising Innovation Early-warning system Partnerships Behavioural change Promotion at PoS PoS to PoC Better, faster, cheaper 17 What do these imply for us today? The new normal Enablers: AI algorithms, Neural Networks Personalisation across digital touchpoints – reality Strategic planning driving buying Programmatic ROI Beyond advertising and media Benefits of personalisation for programmatic
  18. 18. Marketing evolution or revolution?
  19. 19. ©TNS 20 TNS UK, 6 More London Place, London, SE1 2QY | +44 207 656 5000 | www.tnsglobal.com/uk Sunando Das sunando.das@tnsglobal.com

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