Oscar Muñoz (HAVAS Media) shortly introduced the company. HAVAS Media is an agency that offers market studies which extend traditional market survey with social media analysis. The presentation mainly focused on how relevant touch points between brands and the consumers can be established. Therefore, consumer profiles are created by gathering information on the awareness, evaluation, purchase intention and post-purchase experience (e.g. integrated sentiment analysis with UPM) of the user. This intelligent consumer profiling further includes time series analysis, e.g. event detection and explanation, of relations between social buzz and advertising pressure. Another method used is the social graph analysis which detects influences, brand ambassadors, detractors, viralisers and content propagation. Due to the large volume of data sources (e.g. over thousands of brands) as well as their heterogeneity several challenges arise. These are summarized in the following questions: -How is it possible to associate different data sources from social media, search engine marketing, customer date, site analytics, offline advertising and digital display advertising? -Can we arrive at Big Linked Data integrating multiple heterogeneous and unstructured data sources at scale? -How can we tackle the problem of the variety and velocity of data sources to decrease the integration costs which are incurred by the lack of social media formats? -In what ways must a consumer connection platform be improved to enable a cross platform information tracking that is able to infer online and offline user behavior? -How is high a high accuracy ensured by a rising complexity resulting of multilingual processing?

1. HMG Corporate Development Team
gloria.andreu@havasmg.com
ines.campanella@havasmg.com
oscar.munoz@havasmg.com
santiago.murillo@havasmg.com

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This presentation is not a contractual proposal and has no binding effects for any Havas Media
Group company until a final and written contract is entered into between the parties.

3. 5 Continents
Billings –
$18billion
Over 100
Countries
15,000
Professionals
6th global
media agency
group

4. Strong European presence
80 Offices +70 countries 3,900 Media Experts
Havas Media has the leading position in the key European markets:
• UK, Germany, France, Italy, Spain

5. Our clients
5,000+ customers all
over the world
100+ international
customers

6. Our job
• To establish relevant touch points between brands and
consumers
• Intermediating between brands and media for optimising
advertising budget allocation
• 80% of global advertising budget is managed by media
agencies
• Ensuring that brands’ messages reaches consumers efficiently
(maximising ROI)
“Our aim is to be the world’s best company
at connecting brands
with people using creativity, media
and technology”

7. From a traditional communication model…
Brand
Brand
Brand
Brand
Brand
Brand
Brand
Brand
Brand
Brand
Brand
Brand
Brand
Brand
• Investment in mass media (TV, Radio, Press, Outdoor, ...)
• Communication performance measurement made through KPIs based on
audience (Gross Rating Points)
• Consumer insights are obtained through opinion surveys

8. …to a digital world
• Consumers are the most influent media (producing content in social media)
• Communication performance measurement is performed through many different
KPIs (visibility, engagement, conversion, recommendation)
• Market insights are extended with the analysis of content published in social
media by consumers

9. Havas Media Communication Process
Understand consumers
through data analysis
• Decision-making drivers
• Brand recommendation
factors
Design communication
strategy
Cross-media
environment (paid,
owned and earned)
Activate communication
strategy
• Budget Allocation
• Automated real-time
communication with
consumers
Optimise communication
processes
• KPIs evaluation
• Performance
measurement through
data analysis
DATA
DRIVEN

10. RESEARCH
on content analytics at Havas Media

11. Awareness
Evalua-on
Purchase
Inten-on
Postpurchase
Experience
45% Barcelona
30% Madrid 70% - 30%
Purchase
funnel
Marketing
mix
Gender
Location
Emotions
50% satisfaction
20% dissatisfaction
Purchase Funnel
Topics
Media
Brand
Intelligent Consumer Profiling

12. Intelligent Consumer Profiling
Distribution by
gender & location
Marketing Mix
for the fashion
domain
Conversation
topics when
evaluating a
product

13. Event detection and explanation
Monitors 23 KPI
− Based on volume, sentiment
and relevance
− Aggregations by brand, media
(ej. Twitter, Facebook) and
topics
Net Promoter Score
NPS = advocates - detractors
Time series analysis

14. Time series analysis
Analysis of relations between social buzz and advertising pressure
Advertising Pressure
− Audience (GRP) & Investment (€)
− Offline (TV, radio, press) y online
(display ad.) media
Social buzz
− 23 KPIs based on volume,
sentiment & relevance
− Brands, Media & topics
Discovery of relations between series
− Correlation analysis
− Events shared

15. Community Analysis
Detection of influencers, brand
ambassadors, detractors,
viralisers, …
Social Graph Analysis
Fashion Domain

16. Social graph analysis
Content propagation
− Posts most viralised (owned & earned, positive y negative)
− Cross-channel analysis of the propagation tree beyond Twitter (blogs, forums, …)

17. CHALLENGES
for Media Agencies

18. Variety and Velocity of data sources

19. Volume of data sources
4,895 brands
1.3 B records
230 TB
8,940 brands
116.182 M records
178 TB
1,913 brands
6,108 M records
61 TB
301 brands
1,411 M records
13 TB
—
—

20. Consumer Connected Platform
https://vimeo.com/88775576
− Tracking of consumers across online and offline touch points generating consumer
profiles
− Real time automation of communication processes
✴ Online ads, push messages sent to the smartphone, email recommendations, …

21. Consumer Connected Platform

22. Conclusions & Challenges for media agencies
• Understand consumer through audience
measurement and opinion surveys
• Segmentation of consumer groups
• Small tabular data
• Batch budget allocation
• Understand consumers through Content Analysis,
Web Analytics & social media interactions
- Insights must go beyond polarity detection
- Multilingualism beyond main European languages
- Accuracy of the algorithms is a key issue
• Segmentation of individual consumers
• Big Linked Data
- Integration of multiple heterogeneous & unstructured
data sources at scale
• Communication with consumer activated in real
time
- Meaningful recommendations beyond display
advertising
- Online-offline integration through mobile devices

23. THANK YOU
Óscar Muñoz-García
@omunozgarcia
oscar.munoz@havasmg.com