DMA Behavioural marketing - If you got to know me - jonathan lyon - presentation
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This document discusses using big data and social media signals to understand consumers at an individual level. It advocates moving beyond metrics and numbers to humanize data by understanding people's interests, passions, behaviors and how they engage with brands across multiple touchpoints. The key points discussed are: - Leveraging data signals to gain actionable insights about individuals and at scale. - Understanding consumers holistically by what they pay attention to online, not just transactions. - Mapping social data like interests, behaviors and recommendations to identify addressable audiences for brands. - Using tools like network analysis and interest mapping to better understand audience communities and engagement. The overall message is that brands can architect more personalized and relevant engage
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DMA Behavioural marketing - If you got to know me - jonathan lyon - presentation
- 1. If you got to know me… Jonathan Lyon, Global Director of Strategic Insight, LBi #dmaemail Sponsored by
- 2. IF YOU GOT TO KNOW ME… Jonathan Lyon Global Director of Strategic Insight
- 4. people are more than the actions we ask them to take
- 5. we need to understand them beyond the context in which we asked them to act
- 6. the math and the music
- 7. the pixel and the portrait
- 8. It’s about data driven storytelling to uncover truth
- 9. mining and mapping digital desire paths
- 11. It’s about going beyond the analysis of impressions
- 13. of intent, desire, passion and interest
- 14. mining the big data flows to create a representation…
- 15. not of all of us
- 16. but each of us
- 17. think, feel, say and do
- 18. With a more granular and forensic understanding of people as people we can architect new brand engagements... engineered serendipity anticipatory advertising personalised persuasion
- 19. “I AM THE QUERY”
- 20. Hit me with me some serendipity. Given data about me, find new things I will like. If I like a thing, find more of it, or remove the thing I don’t.
- 21. the new imperative • Leverage data derived signals to uncover actionable insight • Understand people better, in depth, individually and at scale • Interrogate evidenced based behaviour to provide actionable intelligence that shapes, guides and informs strategy at scale and pace
- 22. the web is changing
- 23. big data landscape Implicit and explicit signals of - Behaviour - Interest - Lifestyle - Perception - Consideration - Recommendation - Advocacy - Purchase Propensity
- 24. evidenced insight through real data provides a unique opportunity to understand what people are paying attention to and engaging with. Not by asking them, but by measuring moment by moment what they engage with, when, where, with who for how long, and how it makes them feel and how it makes them behave.
- 25. our approach • Our approach is to provide a forensic understanding of consumers beyond transactional metrics and performance • By understanding the ‘whole’ consumer we provide an acute understanding of how best to drive engagement • We believe in moving beyond numbers and humanising data to understand people as people, not metrics • In today's omni-channel, multi-device ecosystem, our marketing promise needs to be "right place, right time, right offer" • This requires forensic insight at scale Think Feel Say Do
- 26. big data implications It’s not about BIGGER spread sheets, it’s about bigger ideas
- 27. data distinction social media is the set of applications and platforms allowing people to participate in online social activities social data is the collective information produced by millions of people as they actively participate in online activities Vs
- 29. Data approach • We focus not just on collecting data on historical behavior, but on connecting data to anticipate how, where and when to engage consumers • We go beyond transactional and online behaviour • The true significance of the massive digital and big data flows is our ability to uncover the interests and passions through which brands can engage consumers
- 30. SO HOW DO WE THIS?
- 31. How? • Massive ingestion of social signals from across the social web • We classify, categorise and map all behaviours and actions to entities, people, places, cultural references and brands • We create interest maps and relationship networks for each identified profile • We then cluster these to create tribes with behavioural markers and augment and enrich prospect and customer profiles with this data
- 32. addressable audiences Identifying addressable audiences beyond the base is key. Knowing who they are, where they are and how to engage them is today’s marketing imperative. Brand Connected Brand Affinity Brand Referenced
- 33. Objective Identify prospects across social touch points and map interests, likes, behaviour, to better understand key drivers to improve conversion with context sensitive, relevant messaging across display, email, social and DM Addressable Audience Profiling
- 34. Match Addressable Audience to Social Identities + name@email.com + additional known data points Social Identity Resolution Circa 25% match rate to social identity Recursive Iterative Identity Resolution Circa 75% match rate to social identity
- 35. Profile Addressable Audience with Social Data Brand, app, tv, music page likes, engagement and sharing Following who classified by interest and engagement levels Pins pinned, on which boards, from where, which categories Brand / product tagged photos Following, circles, engagement by brand, interest, topic Channel subscriptions, video likes and comments by theme, subject area Check-ins by brand centric location interest graph mapping passions, interests, consumer tribe social touch point behaviour social data ingestion At scale in real time social touch point behaviour engage, share, like, comment, contribute
- 37. “mapping audiences – fashion retailer”
- 38. Audience Interest Mapping • Clustered Network Analysis for community detection using algorithmic approach to identify ‘communities’ of interests • Three can clearly be seen: - Football (blue) - Popular culture (largely females, yellow) - General sports and sport news channels (red) This gives us a solid foundation upon whi to understand at a higher level, what our audience is intersted in.
- 39. Interest Engagement 0% 5% 10% 15% 20% 25% 30% BBCSporf piersmorgan GaryLineker Joey7Barton footballacca UberFacts SkySportsNews MarioBaloltelli rioferdy5 BBCSport YouTube themichaelowen frankieboyle RobbieSavage8 FootyAccums FootballFunnys rickygervais RoyCropperNOT timlovejoy Lord_Sugar sickipediabot Footy_Jokes SkySports GazGShore WayneRooney JodieMarsh GNev2 JeremyClarkson Comedy/ banter Football players/ pundits Facts & news Celebrities
- 42. A FINAL THOUGHT
- 43. digital information is just people in disguise
- 45. THANK YOU