Demonstrating how brands can use extended information on today’s consumers to identify other products that fit well with those audiences, Lightspeed GMI built integrated marketing campaigns through enhanced research data.

1. CROSS MARKETING IN
ACTION
USING RESEARCH DATA TO UNLOCK
CROSS MARKETING OPPORTUNITIES

2. Copyright © 2016 Lightspeed, LLC. Proprietary and Confidential. All rights reserved.
WHAT IS CROSS MARKETING?
IS IT?
• Cross Channel
• Cross Platform
• Cross Promotion
• Cross Research
DEFINITION
Cross marketing, described by admedia.com, refers to
seamlessly and interchangeably using multiple channels to
market, sell, and interact with customers.
Simply a way to leverage big data

3. Copyright © 2016 Lightspeed, LLC. Proprietary and Confidential. All rights reserved.
BRIDGING RESEARCH & ADVERTISING
Digital Advertising
$60B - US Only (2015)**
** eMarketer
• Research has historically been at least one step removed from
advertising (with some exceptions) for technical,
organizational and compliance reasons
Market Research
$44B - Worldwide (2014)*
$19B - US Only (2014)*
* 2015 GRIT Report
• Programmatic advertising and the rise of Data Management
Platforms enables us to ‘bridge’ MR and Advertising

4. Copyright © 2016 Lightspeed, LLC. Proprietary and Confidential. All rights reserved.
WHAT IS IT FOR?
• Segmenting Custom Targets
• Targeted Media Placement
• Programmatic Ad Buying
• Evaluating Ad Distribution
• Evaluating Campaign Lift
ACROSS MULTIPLE
DISTRIBUTION POINTS
• Digital Media
◦ PC and Mobile
• TV Advertisements
• Direct Marketing
◦ Email and Snail Mail

5. Copyright © 2016 Lightspeed, LLC. Proprietary and Confidential. All rights reserved.
HOW IS IT DONE?
• HISTORICAL PERSPECTIVE
◦ Utilizing age/gender profiles for
TV advertisements
◦ Cookie targeting to Cross
Platform/Device ID
• DATA MANAGEMENT
PLATFORMS, e.g.
◦ KBM Zipline
◦ Lotame
◦ Nielsen eXelate
• EVOLUTION OF DIGITAL
TARGETING
◦ Modeled
◦ Direct Identification

6. Copyright © 2016 Lightspeed, LLC. Proprietary and Confidential. All rights reserved.
METHODOLOGY FOR PROFILING
 Approximately 1,000
variables
 500,000 panelists
 500 million data points
 Panelists are frequently
asked to update variables
that expire
 Capture and store in our
database

7. Copyright © 2016 Lightspeed, LLC. Proprietary and Confidential. All rights reserved.
LS GMI PROFILING DATA
• DEMOGRAPHIC
◦ Education, Primary
Shopper, Marital Status
• HOUSEHOLD
◦ Type of Residence, Pets,
Offline Activities, Children in
the HH
• TRAVEL
◦ Business/Leisure Travel,
Nights in Hotel, Car Rental
• EMPLOYEMENT
◦ Employment Status,
Position, Role, Industry,
Military Affiliation, Role in
Purchasing

8. Copyright © 2016 Lightspeed, LLC. Proprietary and Confidential. All rights reserved.
LS GMI PROFILING DATA
• HEALTH
◦ Conditions Diagnosed,
Alcoholic Beverages, Allergies,
Health Insurance
• AUTOMOTIVE
◦ Driver’s License, Number of
Cars, Car Model/Body,
Purchase Intent
• TECNOLOGY
◦ Online Activities, Electronics,
Mobile Phone Type/Provider,
Cable/Internet Connection
• FINANCE
◦ Financial Products, Banks,
Credit Cards

9. Copyright © 2016 Lightspeed, LLC. Proprietary and Confidential. All rights reserved.
Rather than just looking at demo profiles, we can
look at much broader lifestyle data.
E-READER USERS STILL WINE
CONSUMERS
E-READING WINE
CONSUMERS
10% 27%
37%

10. Copyright © 2016 Lightspeed, LLC. Proprietary and Confidential. All rights reserved.
BUSINESS TRAVELERS
WITH 3+ DOMESTIC
FLIGHTS
E-CIGARETTE
USERS
BUSINESS
TRAVELING E-
CIGARETTE USERS
3%
8%
24%
BOURBON
DRINKERS
BUSINESS TRAVELERS
WHO DRINK BOURBON
6%18%
BOURBON DRINKING
E-CIGARETTE USERS
13%

11. Copyright © 2016 Lightspeed, LLC. Proprietary and Confidential. All rights reserved.
CONTACTLESS CARD PAYMENTS = 2.5%
INDEX
Weekly Average Number of Drinks = 0 64
Weekly Average Number of Drinks = 2+ 118
Shop at Whole Foods 202
Shop at Trader Joe’s 189
Shop at Walmart 98

12. Copyright © 2016 Lightspeed, LLC. Proprietary and Confidential. All rights reserved.
CROSS MARKETING IN ACTION
PROFILE
DATA
DMP
MODEL
LOOK
ALIKES
DEMAND
SIDE
PLATFORM

13. Copyright © 2016 Lightspeed, LLC. Proprietary and Confidential. All rights reserved.
EXAMPLES OF ZIPLINE DATA
• PURCHASE BEHAVIOR
◦ iBehavior, Active Retail Store Buyers, IPSOS Affluent Survey
• CONSUMER DEMOGRAPHICS
◦ KBM Group AmeriLINK, DataPros, Geographic, Experian, The
Futures Company, Millward Brown Digital, Vehicle Information
• LIFESTYLE & SPECIALTY
◦ Analytics IQ, Book/Magazine Subscribers, Non-Profit Donors,
Twitter Categories, TNS Conversion Model
• B2B
◦ B2B Firmographic Data, B2B Purchase Categories, Business
Newsletter Subscribers

14. Copyright © 2016 Lightspeed, LLC. Proprietary and Confidential. All rights reserved.
PREDICTIONS FOR THE FUTURE
• Cross research data will become one way that marketers
identify promising media activation segments
• While most of cross marketing is outside of marketing
research, the identification and validation of targets, and
subsequent analysis of media performance will be significant
business for marketing researchers going forward

15. Copyright © 2016 Lightspeed, LLC. Proprietary and Confidential. All rights reserved.
CONTACT US
Frank Kelly
Senior Vice President, Global Marketing & Strategy
Lightspeed GMI
Fkelly@lightspeedresearch.com