SlideShare a Scribd company logo
Personalizing the Brand Experience
Using Big Data for Relevant Marketing
2
3
4
5
6
People who travel for
business value innovation,
quality and convenience
7
8
People who travel for
pleasure with their friends
value luxurious and fun &
exciting travel experiences
9
10
Two different types of
travelers with different needs.
But how can we be more
relevant to the rest?
11
How can I predict
brand relevance at
an individual level?
12
Big Data Needs Big
Research
Survey
Observe
Model
Discover
Target
13
Taking Care of Family 46
%Health & Longevity 39
%
But…Belonging?
14
relevance
Engagement Effectiveness ROI
Thank you.

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LVIMA DPD 2015 - Resonate

Editor's Notes

  1. Well you can ask them… is this ad relevant to you?
  2. We think about relevance by understanding consumers It starts with the basics of demographics, which tells us WHO we are talking to. Then most brands layer on observed behaviors and interests which get to the WHAT people are doing. Unfortunately, that’s where most brands stop and try to INFER the WHY from seeing these behaviors, but that can’t provide the full picture of the customer. To really get at the WHY behind decision-making needs to be based upon insights that you can ONLY get by asking people WHY they do things in different situations. At Resonate we use single-source approach that combines a massive sample survey & observed behaviors For our massive sample survey, we conduct over 200,000 surveys per year by selectively inviting users where we have collected a significant amount of their online behavior. These users are identified through the presence of a cookie, which enables us to fuse their survey responses to their observed online behavior. From there we can start drawing correlations and establish recognizable and reproducible patterns between what people told us was important to them and their online behavior. Resonate then models this data out to cookies representing approximately 90% of the total online population, with individual models for over 4,500 attributes, giving us an addressable dataset that allows us to understand the hierarchy of relevance. Our clients leverage our data for analytics to discover insights on both paid media – display, social, and mobile and also on their owned media like their website or email campaigns. Here is an example from one of our clients, Clorox:
  3. Clorox kindly agreed to partner with us on some research and when you think about it, Clorox is a brand. One of the first things that might come to you in terms of this targeting construct, would be the cliché of the demographic market. "I'm going to target moms, 25, 54." What turns out is that the motivations of people who are even buying a low-consideration product like a cleaning product, disinfectants and wipes, are actually much more nuance. Something that you might expect, if you do a lot of brand research, you're seeing, "Okay, well, this is how I clean my home and take care of germs." I create an environment for a family. You see taking care of family and health and longevity is key drivers of this category. What you see over the top, right up there, the same level as longevity and health is sense of belonging, index 271. It's not as widely held. This is not as common than any purchase driver. You see this among that 30% of their buyers, we see with this over-index, we see representing that strong sense of belonging, of wanting to bring people into your home. Treating your home as being ready for a social occasion but this is such a strong signal. You want to have a message which speaks relevantly to that sub-group. You wouldn't want to show it to everybody but the chance to address a need, consumer need that is important to that subset of the population.
  4. So to quickly re-cap, we believe that the combination of the data we’ve got and the tools that we have to help filter and access it quickly, helps you significantly improve your brand relevance, which will drive higher levels of engagement that you see from the audiences you want to be actively involved with. You can expect to see that engagement help drive more marketing effectiveness in the form of conversions and higher customer value – in other words, better marketing effectiveness. And we know that better marketing effectiveness drives higher ROI. Which is why we focus on the fact that if you really want to be relevant, Resonate.