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Insight to Action: Using Survey Data to Target Your Customers Through Digital Media
- 1. Using Survey Data to Target Your Customers Through Digital Media © TNS 2015 Insight to Action: Using Survey Data to Target Your Customers Through Digital Media
- 2. Using Survey Data to Target Your Customers Through Digital Media © TNS 2015 TNS is the world’s leading market research agency With offices in over 80 countries, we have more conversations with consumers than anyone else. Our focus is growth. And the four key areas through which companies can achieve it: Loyalty and new spend New customers New products and services New markets Our world-class survey and research solutions help us provide precise plans to uncover growth opportunities in each of these areas. 2
- 3. Using Survey Data to Target Your Customers Through Digital Media © TNS 2015 TNS is part of WPP 3
- 4. Using Survey Data to Target Your Customers Through Digital Media © TNS 2015 People who buy your brand and are willing to buy more of it Core Audience People who currently buy other brands, but are willing to buy your brand in the future Conquest Audience Your Brand Growth Targets within DST include two audiences: BRAND B BRAND A BRAND A BRAND A BRAND A BRAND A 4 Turn insight into action with our breakthrough digital ad-targeting capability, Digital Segment Targeting Buy more Buy the same Beyond reach Growth Segment ConversionModel™ identifies consumers willing to spend more with your brand: Your Growth Segments can now be reached online with TNS Digital Segment Targeting
- 5. Using Survey Data to Target Your Customers Through Digital Media © TNS 2015 5 Digital Segment Targeting is backed by our proven, global research standard Validation: Over 14,000 studies Average correlation with behavior (panel data) R=0.92 Brand Usage Share of Wallet Brand Affinity Purchase Consideration TNS ConversionModel™ Brand Connection Core Audience Conquest Audience BRAND A BRAND A BRAND A BRAND A BRAND B BRAND A
- 6. Using Survey Data to Target Your Customers Through Digital Media © TNS 2015 6 Our look-alike modeling allows TNS clients to reach their Growth Target in digital media at mass scale We combine TNS ConversionModel™ data with online and purchase behavior, and then create look-alike models to find similar people across the Internet. We can reach them directly using Digital Segment Targeting within your digital campaign. Look-alike model Growth segment identified via survey Internet Behavior Purchase Behavior AD AD ADADAD AD AD AD AD ADAD ADAD ADAD
- 7. Using Survey Data to Target Your Customers Through Digital Media © TNS 2015 5 WPP agencies came together to deliver impressive results for Holiday Inn® Hotels 7 TNS ConversionModel™ research identified consumers open to staying at Holiday Inn® Hotels KBMG scaled the audience to find 15 million similar consumers through a look-alike model Millward Brown Digital tagged and measured the campaign, and showed a 38% increase in Holiday Inn® brand consideration for those exposed vs. an identical control group* 2 Mindshare added the 15 million unique cookie target to the media plan and purchased the audience directly from preferred platforms4 3 Internet Behavior Shopping Behavior Look-alike Model * Control and exposed groups were recruited to complete a brand lift survey. The test/control research design isolated the impact of the campaign by requiring both groups to be identical outside of the ad exposure (e.g. same site visitation, demos, travel behavior, etc.). 5 Ogilvy & Mather developed precise brand messaging for Holiday Inn® Hotels 1 Ad Ad Ad 38%
- 8. Using Survey Data to Target Your Customers Through Digital Media © TNS 2015 30% 20% 45% 74% 52% 9% 8% 30% 53% 48% 36% 20% 45% 77% 55% 8% 10% 31% 55% 52% Unaided Brand Awareness Online Ad Awareness TBCA Brand Favorability Consideration Intent Consideration (Not) Top Preference Top 3 Preference For People Like Me Helps People on Their Journey Control (n=1,432) Exposed (n=1,292) +5.8* Results by A25-44: Brand Metrics and Attributes +0.7 -0.7 +3.6* +3.6* +2.5 +0.8-1.1 Attitudinal results were very strong among key age target, with awareness, brand liking, consideration, preference, and key message all up 8 * Statistically significant difference between control and exposed group at a 90% confidence level +2.0 +4.0*
- 9. Using Survey Data to Target Your Customers Through Digital Media © TNS 2015 Brand Impact Ctrl (%) Exp (%) D % Lift IHG.com visitation 1.73 5.30 +3.57* 206% Ihg.com/holidayinn visitation 0.76 2.32 +1.56* 207% KPI – Start Reservation Process 0.72 2.26 +1.54* 215% KPI – Start Booking Process 0.06 0.34 +0.28* 514% KPI – IHG Rewards Club 0.09 0.68 +0.58* 620% Brand Search 0.05 0.13 +0.08* 144% Greatest % lift found among booking and rewards club stages, indicating that the Targeting successfully moved brand likers to action 9 The Holiday Inn brand campaign also increased behavioral metrics Campaign Effectiveness: Overall Behavioral Metrics * Statistically significant difference between control and exposed group at a 90% confidence level
- 10. Using Survey Data to Target Your Customers Through Digital Media © TNS 2015 InterContinental Hotels Group’s use of Digital Segment Targeting will increase in 2015, based on success last year 10 Leveraging the tool on two brands in 2015, as opposed to one Will now cover IHG’s two biggest brands in the US - Holiday Inn Express brand and Holiday Inn brand Amount of media spend and time impacted by the tool will both increase in 2015 vs. 2014
- 11. Using Survey Data to Target Your Customers Through Digital Media © TNS 2015 Video for Cannes Lions submission 11
Editor's Notes
- As the world’s leading research agency, we have more conversations with the world’s consumers than anyone else. We have offices in over 80 countries and the strongest fast-growth market presence in the industry. Our focus is growth. We develop precise plans that identify growth opportunities for our clients. We concentrate on the four key paths to growth (Loyalty & new spend, new customers, new products and services and new markets) and the core assets that fuel companies’ growth; customers and other stakeholders, brands, retail execution and innovation and product development. Our areas of expertise help our clients’ find growth through these assets; Innovation & Product Development, Brand & Communication, Retail & Shopper, Customer & Employee Experience, Political & Social, Automotive and Qualitative. Our world-class solutions are developed to help us understand individuals (as opposed to looking at misleading mean scores and averages) and find growth for our clients, and our people are trained in a growth oriented mind-set.
- WPP is the world leader in marketing communications services with almost 175,000 people (including associates) in over 3,000 offices in 110 countries worldwide. Member: FTSE100, Euro FT300, Forbes Global 2000, FTSE4Good Index and the Dow Jones Sustainability Index. Quoted in London and on NASDAQ, with market capitalisation of around £16.4 billion (April 2014). Reported billings: £46.2 billion (31 Dec 2013); reported revenues: £11.0 billion (31 Dec 2013) The Group includes many of the best known brands in the industry.