The deck explains how user insights can be leveraged to device a best online business strategy for a consumer internet business

1. The Success Mantra – “Users”

2. Users – Key to Success
• For any consumer internet business, the ONLY way to scale
and being successful is by understanding their target users
best
• The user engagement should be along the lines of interests of
your target users
• Broad themes should be designed around your user interests
and it should be driving all things you do – Functionalities, UX
Design, Marketing, User Engagement, Customer Service etc

3. What should you know about your “Users”?
• Gender Information
• Age
• Relationship Status
• Job Status
• Location
• Browsing Behavior ( Mobile/Desktop/Tablet )
• Top Interests/Pages Liked

4. How can you know this information?
• Today Facebook is the inevitable source of information for any
consumer internet business and Facebook is also very focused
in helping business target their users best
• Facebook’s “Audience Insights” helps you understand your
target users best by giving information on Demography,
Interests, Activities of the users.
• These insights will not only help you target users in Facebook
but also outside Facebook efficiently

5. Lets try to Understand Tambulya
Target Users
• The “core” and “larger” set of target users for
Tambulya are those
 who are engaged and going to get married
 who are in a relationship and going to get
engaged
 who have a new born baby and have a baby
shower function in the near future

6. User Segment : Engaged and Going to get Married
• Lets take up this segment of users who are
engaged and going to get married and see
how we can target them best and deliver the
best user experience in shopping for return
gifts

7. Age and Gender Data
Age and Gender Data:
 Your Target Audience size is close to 1 Million
users
 Men : Women ratio is 60:40
 90% of your target audience is 18-34 years of age

8. Age and Gender Insights
• Your Target Audience size is close to 1 Million users
Insight: “This is a very good audience size to jumpstart the digital marketing
campaigns for your target users”
• Men : Women ratio is 60:40
Insight : “The ratio is well balanced and hence the gifts repository in your site
should not be biased for any gender”
• 90% of your target audience are in the age bracket 18-34
Insight: “So the gift repository should cater to the interests of people in the age
bracket of 18-34”

9. Top Interests Data
Top Interests Data:
 The top interests of your target audience is around
“Fashion/Beauty” as seen from the top pages
liked by them

10. Top Interests Insights
• The top interests of your target users are around “Fashion/Beauty”
Insights: “The return gifts for marriage can be designed along the theme of
“Fashion/Beauty” . For eg, Make up kits, Beauty supplements , Vouchers/coupons
for beauty saloon should be part of your return gifts repository for Marriage”

11. Insights Summary for Marriage Return Gifts
• “The audience size of 1 Million is a very good audience size to jumpstart the digital
marketing campaigns for your target users”
• The Men: Women ratio is well balanced and hence the gifts repository in your site should
not be biased for any gender
• The gift repository for Marriage return gifts should cater to the interests of people in the
age bracket of 18-34
• The return gifts for marriage can be designed along the theme of “Fashion/Beauty” . For
eg, Make up kits, Beauty supplements , Vouchers/coupons for beauty saloon should be
part of your return gifts repository for Marriage

12. User Insights driven Strategy
• The above garnered user insights can be used
to device a “disruptive” and “innovative”
strategy to decide on the gifts repository for
Marriage return gifts
• The display marketing strategy will also be
very effective and yield high ROI by targeting
your users around their top interests

13. Users are your Success Mantra
• Similarly for your other set of segments, the
target users can be identified and the gifts
strategy can be devised along with the right
online marketing strategy for the same
• You are bound to succeed if you understand
your users best and with Facebook’s audience
tools, you can succeed for sure!