This document discusses combining different types of data for research purposes. It describes how data from various digital and physical sources can be integrated to gain a more complete understanding of consumer journeys. Consumer data was collected through digital ethnography, surveys, and panel studies to identify key touchpoints, triggers for category searches and purchases, and opportunities to activate brands across online and offline occasions. The combined data analysis allowed the company to develop a new marketing strategy and increase sales by 135% through targeted messaging along the identified consumer journeys.

1. A Symphony
of Data:
Combining Different Types
of Data for Research Purposes
Joaquim Bretcha | International Director | @jbretcha

2. 9th January 2007 is the launchment of
the iPhone. The spark that ignites the
Revolution
WHERE WERE YOU IN 2007?

3. Source: “Thank you for being late” Thomas L. Friedman
Vmware OS
(Rosseta Stone)
Cloud Computing
Hadoop
Big Data
GitHub, Open-source platform/
Collaborative software
Facebook out of
universities
Android by Google
Smartphones
scale globally
Twitter/ Airnb/
Change.org/ Bitcoin
“Software-enable networks”
to expand cellular traffic
Kindle by Amazon/
Watson by IBM
(Cognitive computer)
IA/ Machine learning
Intel produces “non-silicon”
microchips
Moore’s Law is broken
“Clean power”
revolution (solar, wind,
biofuels, LEDs, energy
efficience, electric cars)
the year the world was reshaped forever?
WHERE WERE YOU IN 2007,

9. Mission:
To increase Sales
and Market Share

10. Our New Challenge:
To integrate the physical and digital
environment of our consumers to
understand their “JOURNEY”.

12. The consumer journey
is complex:
§ Variety of points in time
§ Variety of places and channels
§ Variety of messages

13. E-commerce
% Penetration amongst internet users (monthly average) - 2017
Shopping Travel Online Paid Services
71%
76%
68%
57%
79%
58%
28%
24%
31%
27%
47%
18%
26%
30%
36%
28%
40%
29%
Source: Netquest Behavioral Panel

14. The Consumer Journey
CHALLENGE:
Integrate the physical and digital
environment of our consumers.

15. § Values
§ Attitudes
§ Socializing patterns and lifestage
§ Other sociodemographic data
Consumer
Segmentation Study

16. Consumers move from one occasion to another with varying needs
MOC 1
MOC 2
MOC 3
MOC 4
MOC 5
MOC 6
Relax Reward Bond & Connect Impress Night out
Party People
Young Occasionals
Aspiring Socials
Ambitious Socials
Trendy Chic
Classic Chic
Discerning Men

19. A need to understand
the Digital Shopper
Digital Ethnography Ad Hoc Study

20. Digital Ethnography
To understand the digital behavior of the liquor consumers
Methodology Digital ethnography– METER
Target Frequent consumers of alcoholic beverages
Sample
N=661
Socioeconomic status
Main and intermediate cities
Observation time 30 days
Country Colombia
Source: Netquest Behavioral Panel

21. § Most visited sites
§ Navigation time
§ Moments of navigation
§ Most frequent search and queries
Digital Ethnography
Source: Netquest Behavioral Panel
§ E-commerce sites penetration
§ Searches that precede online liquor
store visits

22. To identify the journeys and define a strategy to activate the brands
at the right moment, the ideal touchpoint and with the right message.
Purpose

24. Drivers
§ Ease
§ Convenience
§ Information about the product
Barriers
§ Retailers have little online presence
§ Little knowledge vs traditional channel
§ # sites available
§ Scarce diversity
§ Expectation of a better price
Consumer attitude towards
online spirits purchase
Source: Ad Hoc Study

25. Digital Ethnography
Incidence: 99%
39%
Google
Incidence: 97%
34%
Whatsapp
Facebook
Instagram
Twitter
Incidence: 90%
13%
Live
Incidence: 72%
3%
Mercado Libre
Olx
Linio
Dafiti
Incidence: 94%
11%
Youtube
iTunes
Deezer
Spotify
Source: Netquest Behavioral Panel

26. Search queries to identify
the triggers of the
category searches and
purchase decisions

27. § What is happening tonight?
§ Where can I find spirits at an
affordable price?
§ What is the best liquor brand?
§ I am looking for a specific brand.
§ How to prepare cocktails.
5 digital journeys
were identified:

28. Digital Opportunities
§ Touchpoints
§ Consumption
occasions
TRIGGER
§ Building trust
and convenience
INTERACTION
§ Social space
PURCHASE

29. Activation Strategy
Brands Liquor
Industry
Plans How To’s
Whisky
Vodka
Gin
Tequila
Chivas Regal
Absolut
Restaurants
Parties
Events
Home parties
History
Rankings
Tips
Ideas
Launches
Cocktails
Food
Perfect serves
I want to Buy I want to KnowI want to Go I want to Do

30. Consumer Journey:
What is happening
tonight?
43% searches

31. PULL Strategy
Trigger: “I want something to do or I am setting up something at home”
SEO Strategy Generic
Search Ads
Direct MessagesContent Search Ads,
Purchase Search Ads
Ecommerce site: party kits,
Brands event blogs,
Home parties sites
Social Media Ads Music and Streaming
Ads
Direct Messages Ecommerce site: party kits,
Brands event blogs,
Home parties sites
PUSH Strategy
Trigger: “I want to order for tonight’s party or I want to go to this party”

32. Results
§ Sales increased by 135% (Pernod Ricard’s e-shop).
§ 9 M people impacted. Engagement rate of videos 12%.
§ SEO and SEM actions raised the conversion rate from 4% to 16% (av. SEO CR is 3%).
§ Creation of new Moments of Consumption.
§ From Digital to Brick and mortar.
§ Understanding the Consumer Journeys was key to define the new marketing strategy.

33. A Symphony of Data
Orchestrating combinations of data
to fine tune your consumer insights
Thank you!
Joaquim Bretcha @jbretcha