The document outlines a strategy for distributing CRM data to a global audience through segmentation based on offline research to identify behavioral criteria. It details the creation of audience segments for analytics and media activation, incorporating methods such as email outreach and targeted advertising. The objective is to effectively map audience responses and enhance media analytics for special projects across various brand segments.

1. CRM. RESEARCH. MEDIA.
АНДРЕЙ ДАНИЛОВ
Digital & CRM manager, Pernod Ricard
ДМИТРИЙ ЕГОРОВ
Data Business Director, Weborama

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. 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. 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. 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. MEDIA ANALYTICS
EXPOSED AUDIENCE DISTRIBUTION

7. THANKS.