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CRM. Research. Media.

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CRM. Research. Media.

  1. 1. CRM. RESEARCH. MEDIA. АНДРЕЙ ДАНИЛОВ Digital & CRM manager, Pernod Ricard ДМИТРИЙ ЕГОРОВ Data Business Director, Weborama
  2. 2. OBJECTIVES 1 23 CRM DATA DMP Distribution of CRM data to global audience segmentation based on offline research To detect behavioral criteria of each segment To use built segmentation in media and analytics
  3. 3. CLASSIC CHIC PROUD & GLAMOROUS CONFIDENT MATURE MAN REGULAR GUYS ASPIRING SOCIALS YOUNG OCCASIONALS EACH GROUP OF USERS REFLECTS THE FOLLOWING CRITERIA BASED ON OFFLINE QUESTIONNAIRES • Age/Gender • Education • Occupation • Marital status • Children • Income level • Attitude to alcohol • Preferences in alcohol IN ONLINE THESE GROUPS CAN BE IDENTIFIED BY OTHER CRITERIA OFFLINE SEGMENTATION
  4. 4. ONBOARDING CRM DATA SEGMENTATION IN DMP 1 2 Dispatch of emails with the link to a landing page with questionnaires tagged with Weborama pixels Mapping of responds with a global segmentation and creation of audience segments for analytics and extension
  5. 5. MEDIA ACTIVATION SPECIAL PROJECTS FOR EACH BRAND ANNOUNCING BANNER 1 Targeted announcing banner on the same publisher (Audience activation through publisher’s ad server) 2 1st party data collection from all special projects (including emails of subscribers)
  6. 6. MEDIA ANALYTICS EXPOSED AUDIENCE DISTRIBUTION
  7. 7. THANKS.

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