Meaningful Moments and Brand Growth - Raman Sidhu, SVP, Beemray

1. Meaningful Moments and Brand Growth
Raman Sidhu, Beemray

2. Beemray use ML & AI to
recognise, analyse & target
changing mindsets, moods & moments
in real-time.
We call this
Human Context.

3. IndustryProblem1
Audience targeting does not align your brands demand moments
to the consumption moments of people,
hence the best moments to engage.
Brands are not anticipating current needs
they are marketing to yesterday’s interests.

4. IndustryProblem2
There is a widening disconnect between
brand and agency teams working on research, insight, creative and planning;
to those who are buying media programmatically.
The data used to inform insight and creative executions
is rarely the same data used to target consumers.
Brands do not thinking of their consumers with a data driven mindset.

5. IndustryProblem3
Privacy regulation has resulted in a dramatic change in how
marketers target consumers with personalised experiences.
Traditional 3rd Party Data and ID based tracking is dead.
1st Party Data is scarce and difficult to source, at scale.
Adapt or go from data driven back to broadcast marketing.

6. Use demand moments
to personalise all forms of marketing
by recognising your brands consumption moments.

7. GoogleSearch-Micro-Moments

8. RecognisingMoments
THE SEGMENT OF ONE

9. RecognisingMoments
THE SEGMENT OF ONE

10. PersonalisingallFormsofMarketing
THE SEGMENT OF ONE
Programmatic Advertising
(all Ad formats)
Digital Marketing
(your websites & apps)

11. CoffeeMoments

12. DailyMoments
Lunch Snack Dinner

13. Travel

14. Travel
Propensity to buy:
Interest
Income
Distance from Airport
Direct Flights
Next best action:
Content
Message
Channel
Bid Price

15. Auto
Propensity to buy:
Interest
Income
Distance
Next best action:
Message
Channel
Bid Price

16. Become a data driven brand.
Actionable moment insights available everywhere.
Defining a data-driven narrative from strategy to execution.

17. RealtimeAnalytics & Insights

18. Data science automation for marketers.
Personalisation without personal data.
GDPR & CCPA compliant.

19. HOLIDAY
CHARACTER
ACTIVITY
WORKLIFE
Conte
TRAVELLER
INTEREST
LIFESTYLE
MOTION
CONTEXTS
Human Context - Products
ADDITIONAL CONTEXT
WEATHER | TRAFFIC | SPORTS | FINANCIAL MARKETS | PURCHASE DATA | GEO-DEMOGRAPHICS | PUBLIC HOLIDAYS

20. Human Context - RealtimeAttributes
CONTEXTS
HOME WORK
EARLY BIRD LATE OWL HYBRID ORDINARY
NEWUSER LOYAL REGULAR NONE
WORKAHOLIC FULLTIME PARTTIME NONE
HOLIDAY RETURN FROM HOLIDAY RARELY ON HOLIDAY NONE
TRAVELS ABROAD RETURN FROM TRAVEL FREQUENT TRAVELLER RARELY TRAVELS
BEAUTY BUSINESS MUSIC
ADVENTURER BUSINESS COMFORT SPORTY
BEEMRAYDATA
SUNNY CLOUDY
FLUENT RUSH HOUR JAM ACCIDENT
KICK OFF HALF TIME GOAL FULLTIME
FTSE + FTSE - BLACK DAY RALLY
PARTNERDATA
TRAVEL SPORTS FOOD SHOPPING HEALTH ENTERTAINMENT
SCIENTIFIC TRENDY ACTIVE EASYGOING
MOTION
CHARACTER
ACTIVITY
WORKLIFE
HOLIDAY
INTEREST
LIFESTYLE
TRAVEL
WEATHER
SPORTS
FINANCIAL MARKETS
TRAFFIC
RAINY HOT POLLEN WALK IN THE PARK FRIZZY HAIR
DEVICE SIGNALS PROCESSED INTO ATTRIBUTES, IN REALTIME. FOR EVERY REQUEST.
ATTRIBUTE EXAMPLES
NONE
NORM
TRAVELLINGCOMMUTING TO ONTHEMOVE TRAV ABROADCOMMUTING FROM
OUTDOOR SPORTS
FREETIME

21. Human Context - Realtime Engagement
MINDSET, MOODS & MOMENTS CHANGE THROUGHOUT THE DAY
REALTIME RECOGNITION. ESSENTIAL FOR CONTINUOUS ENGAGEMENT.
AT HOME, JUST RETURNED FROM HOLIDAY COMMUTING TO WORK
LOOKING AT HOLIDAYS, CURRENTLY AT WORK ON THE MOVE AND IN THE SUN

22. All Screens Human Context
Grow with Human Context
Brand & Agency Wants
Motion
OnTheMove
Interest
News
Weather
Sunny
Lifestyle
Sporty
Holiday
Return from Holiday
Financial Markets
Dow Jones Rally
Sports
Champions League Goal
<10m/s
Realtime data
collection & processing
Mindset, Moods, and Moments
1. Insights. Supply chain cleansing
and categorisation.
2. InMoment Targeting &
Personalisation. All ad formats.
4. Automated Optimisation.
Propensity. Next best action. Bid
price modification.
3. Measurement. Understand
outcomes.
Your digital media
buying platform (DSP)

23. KeyTakeaways
Beemray automate data science for marketers,
enabling personalisation without personal data.
Privacy and security are foundational. GDPR & CCPA compliant.
Marketers can use demand moments
to personalise all forms of marketing
by recognising the consumption moments of their brand.
Marketers benefit from real-time supply chain and advertising insights
on changing consumer mindset, moods, and moments.
Defining the data driven narrative to be used by media buying automation.

24. Meaningful Moments and Brand Growth
Raman.Sidhu@Beemray.com
Thank You