Summary of Intent Lab research

1. Creating Relevant Experiences in
Moments of Intent
Powered by the proprietary research unit Intent Lab

2. 2
Consumers have millions of digital
interactions every day signaling their
needs, perceptions and expectations

3. The ability to make meaningful and
relevant connections with consumers
hinges on deep understanding of the
human behind the click

5. 5
Top-notch research fuels our frameworks and tools
Uncovering Intent Signals from
Search Behavior
Mapping Content Type
Relevance by Intent
Identifying Key Factors of
Consumer Digital Satisfaction

6. Identifying Key Factors of
Satisfaction With Online Experiences
6

7. Digital Satisfaction
Index Across
Markets & Brands
China
US
UK
Germany
Saudi
Arabia
UAE
DSI
Q42017
Q32017
Q22018
DSIBrand-Level

8. • Security
• Control
• Safety
• Ease
• Convenience
• Efficiency
• Transparency
• Consistency
• Accuracy
• Community
• Participation
• Interaction
4 Key Factors of
Consumer Digital
Satisfaction

9. Brand Comparisons
Based on Consumer
Satisfaction DSI Brand Ranking # #2 #1 #3
Digital Satisfaction
Score
66.8 68.0 65.0
Utility Score 73.5 74.4 70.8
Trust Score 66.2 69.2 65.8
Privacy Score
55.4 56.8 55.3
Social Score 50.5 50.2 48.7
Website Satisfaction 83% 89% 81%
• Ease of comparing
prices
68% 74% 65%
• Ease of comparing
flight times
73% 79% 70%
• Online check-in 76% 78% 73%
Opportunity to provide client deep dives:

10. Leveraging DSI for
Thought Leadership

11. Since 2016, we’ve been releasing insights about consumer intent

12. 12
Uncovering Intent Signals
from Search Behavior

13. 13
Methodology
Study 1
Search Query Review
To identify abstract/ concrete
cues in search queries
Study 2
Lab Experiments
To test the causal links between
consumer goals, the abstractness
/concreteness of online searches,
and behavioral intentions in a
controlled setting
Study 3
Ad Intervention Study
To test if consumers will click on
an abstract [concrete] ad more
when their query is also abstract
[concrete]

14. Learnings
People are more likely to execute concrete
searches when they are closer to reaching their
goal - the reverse is also true
2.65
3.09
1.00
2.00
3.00
4.00
5.00
Browse Buy

15. Learnings
People who are conducting abstract searches are
more likely to click on abstract results
3.7%
2.2%
1.7%
2.9%
1.6%
1.7%
"How" (abstract) "Best" (abstract) "Buy" (concrete)
Abstract Ad Concrete Ad
ThroughRate(CTR)

16. Learnings
When conducting abstract searches, searchers are
more likely to click on links that take them to educational
based content. Concrete searchers are more likely to
visit brand/ retail sites
29.5%
60.5%
68.2%
39.5%
0%
20%
40%
60%
80%
100%
Abstract Searchers Concrete Searchers
Retailer Click Non-Retailer Click

17. Brand Implication
Marketers who can identify consumers’ psychological distance
to action (mindsets) and align brand messages to these
mindsets create media and content experiences that are more
relevant and effective.

18. 18
Mapping Content Type
Relevance by Intent

19. Methodology
Testing two consumer goals: Browsing vs Buying

20. Learnings
With a Browsing
Goal
53%
chose less
popular brand
to learn about
With a Buying
Goal
20%
chose less
popular brand
to learn about
Source: Intent Lab Text vs. Video Content Custom Study, October 2018
In general
37%
chose less
popular brand
to learn about
Participants with a Browsing Goal were 1.6X more likely
to select a search result of a challenger brand than
participants with a Buying Goal

21. Learnings
Source: Intent Lab Text vs. Video Content Custom Study, October 2018
Participants with a Buying Goal were 77% more likely to
prefer a text-based search over video search result than
participants with a Browsing Goal
With a Browsing
Goal
18%
more likely to chose
text-based result
With a Buying
Goal
31%
more likely to chose
text-based result

22. Learnings
Source: Intent Lab Text vs. Video Content Custom Study, October 2018
When actually exposed to different content types,
video was 1.2X more effective than text at improving
product evaluations for participants with a Browsing
Goal.
In a Browsing
Goal video was
76%
more effective
In a Buying
Goal video
was
19%
more effective

23. Learnings
Source: Intent Lab Text vs. Video Content Custom Study, October 2018
Video is a powerful way to create an emotional bond with
consumers

24. When consumers are closer to taking action they pick the most
well known brand, therefore influencing them to change their
decision gets harder. Marketers have a higher likelihood to
influence consumers earlier on in the decision journey.
Brand Implication

25. Video content has high impact on brand evaluations. Marketers
can leverage video earlier in the decision journey to shift and
elevate brand perceptions. Text content is still critical
throughout the journey.
Brand
Implication

26. Intent-Based Marketing in Action
26

27. Target behavioral intent signals, not only demographics
Target People
Static broad-segments
Demographics
FROM TO
Target Mindsets
Dynamic micro-segments
Behavioral Signals
Context Triumphs Over Identity
In the digital world, who we are is less important than
what we want

28. 28
Our approach to leveraging intent
Intent-Based
Relevant to what is going on in people’s minds at the moment of
contact.
Adaptive
Leverages iterative optimization to evolve the strategy over time.
Multichannel
Search-initiated then modeled and mapped to all other channels
using hybrid methods: predictive modeling, clustering, attribute-
based mapping.
Performics & Northwestern University
Behavioral
Footprints
Intent
Segments
Addressable
Audiences
IDENTITY
MINDSET
MOMENT
CONTEXT
BEHAVIOR
RESULTS
INTENT

29. 29
The Intent Scoring Algorithm Allows Us To Classify Keywords By Intent
And Align Messaging With Consumers’ Stage In Their Journey
GOALBuying
Understanding
Exploring
Evaluating
ABSTRACTAbstract
Search
Queries
CONCRETE
Concrete
Search
Queries
Psychological
Distance

30. 30
The Resulting Segmentation Provides a Comprehensive
Intent-Based Communications Architecture
Mindset
Marketing Task
Messaging
BuyingUnderstanding Exploring Evaluating
- -

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Blueprint for Personalizing Experiences Across All Channels
Keywords
are Tagged
by Mindset
New Ad Copy
/ Creative
Landing Page
Redesign
search search
display
social
OLV
search
display
social
SEO
OLV

32. EQUINOX CASE STUDY
https://lion.app.box.com/s/d9sf91bogpu9n18iopw9x942kunlk5xy
Embed Video Here

33. Thank You!
Intent Lab Research by Performics and Northwestern University