How Three International Brands Found Marketing Gold
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The Treasure is in the Data - How Three International Brands Found Marketing Gold. Alice Donaldson from Exponential, presented this deck at iMedia Brand Summits, Asia. #imbsummit
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How Three International Brands Found Marketing Gold
- 1. 1 1 1 The Treasure is in the Data HOW THREE INTERNATIONAL BRANDS FOUND MARKETING GOLD
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- 5. 5 Global provider of advertising intelligence and digital media solutions Canada: 18.9m US: 167.7m Mexico: 4m Brazil: 3.9m UK: 31.5m France: 28m Spain: 12m Germany: 16m Australia: 8.4m New Zealand: 1.2m Indonesia: 6.5m Malaysia: 6.5m Singapore: 1.3m Thailand: 4.8m Hong Kong: 2.3m India: 28.2m South Africa: 2.1m Middle East 61.2m
- 6. 66 Tribal Fusion Rich Media Display Media Firefly Video User Activated Engagement Creative Adotube In Stream Pre Roll Execution Appsnack Mobile & Tablet Custom Executions INSIGHTS 6
- 7. 7 INSIGHTS
- 8. 8 Why we do, what we do… 1. Challenge marketing assumptions 2. Compare and Measure Audience Changes – offline vs. online, by Product, By Regions etc. 3. Improve performance of campaign 4. Find and extend audiences to identify opportunities INSIGHTS
- 10. 10 Aggregates over 2 billion daily user ‘events’ Turn data into actionable audiences Segments users based on shared attributes 10 Contextualizes into a taxonomy of 50,000 attributes
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- 12. 12 90% us, 10% third party • Data combines: o Interest o In-market o Life-stage o Occupational o Purchase history 12
- 13. 13 Technology Console & Handheld Consumer Electronics Hardware Information Tech Software Camcorders Cameras Car Electronics Home Comms Mobile Comms Video Games Computer Nintendo DS Nintendo Wii Sony PS2 Sony PS3 Sony PSP Mobile Comms Video Games Audio, TV & Video Platforms How it works…
- 14. 14 Our topic tree: audiences’ online interests and intentions categorized in granular detail 14 Travel Destinations Islands South Pacific Norfolk Island All
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- 18. 18 Well, they’re not wrong… 18 15 times more likely to be a FAMILY 9 times more likely to have CHILDREN 12 times more likely to be WOMEN
- 19. 19 But that’s just the silver. Where’s the gold? 19 8 times more likely to be single 5 times more likely to be male Single Males? 40 times more likely to be a clerical / administrative assistant 36 times more likely to be researching business cards, 29 times more likely to be an assistant/secretary Personal/Executive Assistants?
- 20. 20 What else are they interested in? 20 • Big fans of romance movies (27 x) • Across ALL celebrities, the top ones are all Bollywood superstars! Shahrukh Kahn, Kareena Kapoor and Hrithik Rashan. This suggests a strong Indian tie. • Cricket is the highest ranking Australian sport (25 x) Perhaps another Indian link? • Fitness and Weight loss (33 x), and Weight Loss Plans (31 x) rank high in Health… Perhaps after demolishing a cheesecake, or in preparation!! • Love entertaining ! Table linen, party supplies and desserts and sweet all index well over 40 times more likely
- 21. 21 What were the learnings? 21 Broader audience than expected. Communities and common interests were found. Entertaining, Cricket, Romance Movies!
- 22. 22 What did this achieve?
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- 24. Known Audiences
- 25. Actual Audiences
- 26. 3 Key Audiences
- 27. APAC Skewed Budget Traveller They Are: › Avid Traveller › Well informed traveller › Traveling both domestic and international Looking For: › Travel options To Australia and Asia › Onward travel to USA & Europe › Travel Insurance Reading About: › Intended travel destinations › Transport options at their destinations (e.g. Rental Car Options vs. Rail Travel) › Luggage & Travel Supplies Interested In: › Budget Travel › Making well informed travel decisions
- 28. Sports & Adventure Traveller They Are: › Open to new travel experiences › Interested in travelling to sporting events › Active Individuals Looking For: › Travel planning tips › Good travel deals › Where to purchase Sports & Outdoor Equipment Reading About: › Transport options at their destinations (e.g. Rental Car Options vs. Rail Travel) › Hotel options Interested In: › Adventure holidays › Outdoor activities › Sporting Events
- 29. Business Professional They Are: > Office managers or those in charge of booking business travel > Employed in operations and marketing functions Looking For: › Business Class Travel › Luxury Hotels (last minute) › In Market for Accessories & Apparel Reading About: › Limo Services › Clothing Interested In: › Luxury Travel › Golf & Spa based accommodation
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- 31. 31 Energy Drink Consumers? We know the stereotype… 31
- 32. 32 Affluent, educated, creative/arty types who lead a very busy and social life Soft Adventurers who like bush walking, bike riding and skiing. Or do we?
- 33. 33 Norfolk Island – A place for the newly wed and nearly dead? 33
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- 35. 35 But is that really the case? 35
- 36. 3636 By attaching a pixel to the website, we can know for sure.
- 37. 37 We track audiences (not in a creepy way…) 37
- 38. 38 Their footprints are recorded, sorted and ranked
- 39. 39 And then the magic happens! 39
- 41. 41 How does this all help? 41 The known or assumed audience is one coin in your treasure box By understanding who your true audience is, you easily uncover more gold coins By capturing all this knowledge gold, equates to a more successful campaign
- 42. 42 Do you truly know your customer?