Identity matters across the different devices millennials use because marketers want to be relevant and connect with the right people at the right time across the customer journey. But many online retailers are hampered by ineffective data integrations, audience targeting, ad buys and measurement. Here you'll discover how to track consumer identity across devices and what this can bring to your cross-device campaign results. Presented at IRCE in Chicago, IL, on June 3, 2015 by Neustar CMO Lisa Joy Rosner and Lenovo VP & GM of E-Commerce, Ajit Sivadasan. For more info, please visit: neustar.biz.

1. THE TRUTH ABOUT
CROSS-DEVICE MARKETING
& MILLENNIALS
Lisa Joy Rosner, CMO, Neustar
Ajit Sivadasan, VP & GM, Global E-Commerce, Lenovo
Copyright © 2015 Neustar, Inc. All Rights Reserved

2. THE ENIGMA GENERATION
Copyright © 2015 Neustar, Inc. All Rights Reserved 2
Everyone Wants to Reach Them. How Well Do You Know Millennials?

3. MILLENNIALS HAVE BUCKS TO BURN
Copyright © 2015 Neustar, Inc. All Rights Reserved 3
80MMillennials
25% of the
U.S. population
In direct buying power
$1.3
Trillion

4. MILLENNIALS HAVE OH SO MANY OPTIONS
Copyright © 2015 Neustar, Inc. All Rights Reserved 4
Online Stores
in 2015
800,000
Online Stores
in 2002
55,000
81%of Millennial moms note
that shopping is the
No. 1 way they use
their smartphone

5. DITCH THE STEREOTYPE. THERE ARE 6 SEGMENTS OF MILLENNIALS.
Copyright © 2015 Neustar, Inc. All Rights Reserved 5
Hip-ennial
Millennial Mom
Anti-Millennial
Gadget Guru
Clean and Green Millennial
Old School Millennial
*Source: ANA, Millennials: Top Trends and Strategies, April 2015

6. WHAT HAPPENS WHEN MILLENNIALS MARRY?
Copyright © 2015 Neustar, Inc. All Rights Reserved 6

7. THE MILLENNIALS DIVIDE
Copyright © 2015 Neustar, Inc. All Rights Reserved 7
SingleMarried
VS
Source: Neustar ElementOne

8. SingleMarried
THEIR SHOPPING TASTES CHANGE
Copyright © 2015 Neustar, Inc. All Rights Reserved 8
Source: Neustar ElementOne

9. WHAT ARE THEY TRYING TO TELL US?
Copyright © 2015 Neustar, Inc. All Rights Reserved 9
The e-Tailing Group conducted a 25-question
survey of 1,120 online shoppers
‣ Survey participants:
– 50% female, 50% male
– Make at least 4 online purchases annually
– Spend at least $250 online annually
– All own smartphones

10. 54% 31%
8% 7%
Mobile
Desktop
TV
Prints
MOBILE MATTERS
Millennials say their mobile device is their
MOST important shopping research tool
Copyright © 2015 Neustar, Inc. All Rights Reserved 10

11. SOCIAL IS A RISING STAR
Copyright © 2015 Neustar, Inc. All Rights Reserved 11
Millennial fun facts:
33% spend 11+ hours a week using social media on mobile devices
59% say social media advertising prompts them to begin researching a
product or retailer
52% say social media advertising influences their decision to purchase
a product

12. ONLINE ADS = REAL LIFE FOOT TRAFFIC
25%
of online shoppers
report clicking on a
retailer’s ad and
subsequently visiting
their physical store.
Copyright © 2015 Neustar, Inc. All Rights Reserved 12

13. M IS FOR MARKETING
Copyright © 2015 Neustar, Inc. All Rights Reserved 13
Millennials are changing, and we need to change
how we talk to them.

14. ajitsivadasan

15. 2012 LENOVO CONFIDENTIAL. ALL RIGHTS RESERVED.1515
KEY QUESTIONS
Copyright(c) Ajit Sivadasan, 2013
1.
3.
2.
WHAT IS DRIVING CHANGE?
WHAT ARE THE NEW RULES?
HOW DO WE KNOW IT IS BETTER?
3

16. 16 2014 LENOVO INTERNAL. ALL RIGHTS RESERVED.
1

17. WHAT IS DRIVING CHANGE?
2014 LENOVO INTERNAL. ALL RIGHTS RESERVED.

18. 18
KEY QUESTIONS
COPYRIGHT(C) AJIT SIVADASAN, 2013
1.
3.
2.
WHAT IS DRIVING CHANGE?
WHAT ARE THE NEW RULES?
HOW DO WE KNOW IT IS BETTER?
3

19. 2014 LENOVO INTERNAL. ALL RIGHTS RESERVED.19
THE ENGAGEMENT PARADIGM SHIFT
Combining traditional, digital, social and event marketing
tactics to invite consumers to participate with the brand.
Inviting the Digital Generation to be actively involved
through-out the customer journey.
WHAT ARE THE NEW RULES?

20. 2014 LENOVO INTERNAL. ALL RIGHTS RESERVED.20
TOOLS OF ‘ENGAGEMENT’?
Original Content | Co-Creation
Influencers & Communities | Short Form Video
Real-Time Marketing | Experiential Marketing
WHAT ARE THE NEW RULES?

21. 2014 LENOVO INTERNAL. ALL RIGHTS RESERVED.21
STARTS WITH MAPPING THE CONSUMER AND BRAND
EXPERIENCE
More than ever, global brands must understand their
customer’s passions & behaviors in order to engage them
effectively. Provides a basis for customer engagement
strategies- helping to inform how we deliver a seamless
customer experience moving forward.
WHAT ARE THE NEW RULES?

22. 22
LENOVO CONSUMER EXPERIENCE  TO OWNERSHIP
Inspire the Digital
Generation to explore
the Lenovo brand.
Cultivate our influence- activate
our brand advocates and become
a credible resource.
Live in our Digital Generation’s
passion and interest areas- to
trigger conversion.
Welcome them to the
world of Lenovo.
EXCITE EXPLORE CONNECT OWNERSHIP

23. 23
LENOVO CONSUMER EXPERIENCE POST OWNERSHIP
Provide amazing content with talk
value that’s worth sharing.
Incentivize to co-create and
live the brand experience.
Enable the Digital Generation to
write the brand story.
OWNERSHIP SHARE PARTICIPATE ADVOCATE

24. 24
ONGOING NURTURING AND MEANINGFUL CONVERSATIONS
2014 LENOVO INTERNAL. ALL RIGHTS RESERVED.
2
Drive Conversion
Support purchase consideration and
make it easy to buy.Reach Audiences
Build visibility of touchpoints and
campaign to drive brand awareness
and acquire new customers.
Always On Engagement
Offer relevant and value added content and
services that make the consumer engage
with the brand on a frequent basis.
DIALOGUE & CONVERSION
CAMPAIGN
CAMPAIGN
CAMPAIGN

25. 25
KEY QUESTIONS
COPYRIGHT(C) AJIT SIVADASAN, 2013
1.
3.
2.
WHAT IS DRIVING CHANGE?
WHAT IS CHANGING, WHAT ARE THE NEW RULES?
HOW DO WE KNOW IT IS BETTER ?
3

26. 26 COPYRIGHT(C) AJIT SIVADASAN, 2013
HYPOTHESIS
ALL THINGS EQUAL…..MARKETING THAT IS
INCLUSIVE, EMBRACES THE POWER OF
DIGITAL, MOBILE & SOCIAL CAN DRIVE
BETTER DIFFERENTIATION,HIGHER
ACCOUNTABILITY & BETTER EFFICIENCY

27. 27
CAN MARRYING ADVANCED SEGMENTATION DATA WITH CLICK STREAM
DATA YIELD MORE PRECISE VALUE PROPOSITIONS?
1.
2.
3.
LENOVO CASE STUDIES
CAN JUST CLICK STREAM DATA ANALYSIS REVEAL BEHAVIORAL
TENDENCIES THAT CAN BE ADDRESSED MEANINGFULLY ?
CAN AN ALL DIGITAL, ALL SOCIAL, ALL MOBILE CAMPAIGN BE MORE
EFFECTIVE THAN TRADITIONAL FORMAT CAMPAIGN?

28.  Does granularity of information increase engagement?
 Does custom content drive better conversion?
ADVANCED SEGMENTATION  HIGHER CONVERSION?
Copyright(c) Ajit Sivadasan, 2015

29. 29
© NEUSTAR, INC. / PROPRIETARY AND CONFIDENTIAL
CLICK DATA + ADVANCED SEGMENT DATA = WINNER?
COPYRIGHT(C) AJIT SIVADASAN, 2015

30. CAMPAIGN RESULTS – 30 DAYS
Experience A:
Order Conversion at 1.32%
Revenue per Visitor at $11.93
Experience B:
Targeted Hero product groups
• Order Conversion at 1.86%,
41.34% Lift
• Revenue per Visitor at $15.30
• 28.26% Lift

31. 31
FINAL THOUGHTS
COPYRIGHT(C) AJIT SIVADASAN, 2013
 TRADITIONAL MARKETING PRINCIPLES ARE ALIVE AND WELL, BUT THE
IMPLICATIONS OF DIGITAL ENGAGEMENT ON HOW WE MARKET IS PROFOUND
 ENGAGEMENT IS A KEY ELEMENT OF THE NEW AGE MARKETING STRATEGY, IT IS
END TO END, ONGOING & DEEPLY INCLUSIVE
 A CULTURE BUILT ON CONSTANT EXPERIMENTATION & MEASUREMENT IS
CRUCIAL FOR OPTIMIZING MEASUREABLE CREATIVITY©

32. RETAILERS DON’T MAKE THE GRADE
Copyright © 2015 Neustar, Inc. All Rights Reserved 32
Only 7% of
consumers give
retailers an “A” when
it comes to delivering
relevant marketing.
Grade
% Retailers
Given This Grade
A: The majority of the retailer marketing
I receive is on target/relevant 7%
B: Most of the retailer marketing I receive is on target/relevant 24%
C: Half of the retailer marketing I receive is on target/relevant 36%
D: Some of the retailer marketing I receive is on target/relevant 24%
F: Most of the retail marketing I receive is not on target/relevant 9%

33. THE TRUTH ABOUT
CROSS-DEVICE MARKETING
& MILLENNIALS
Lisa Joy Rosner, CMO, Neustar // @lisajoyrosner
Ajit Sivadasan, VP & GM, E-Commerce, Lenovo // @ajitsivadasan
COPYRIGHT © 2015 NEUSTAR, INC. ALL RIGHTS RESERVED