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Passive and Behavioural Data
Mike Brown
Green Bird Consultants
July 2021
Sponsors
Communication
PASSIVE AND BEHAVIOURAL
DATA
MIKE BROWN (GREEN BIRD CONSULTANTS)
ABOUT GREEN
BIRD
CONSULTANTS
• Formed at the end of 2019
• Bringing 35 years of operational
and technology experience to
clients enabling growth
• Helping businesses make the right
choices in where non-traditional
data sources bring insight
WHAT DO WE MEAN BY PASSIVE (BEHAVIOURAL)
DATA
Application information and
usage: Name and category
of the application, when
used, data usage per
session, activity summary
Browsing behaviour:
Internet browsing, internet
advertising, search results,
streamed data
Network data: Network
type, wi-fi usage, roaming
behaviour, time-stamp
usage data, signal strength
Device information: Device
manufacturer, model,
operating system and
version, battery life
Location: Time-stamped
GPS and cell tower
triangulation
01
02
03
04
05
Demographics +
BENEFITS
NOT OPINION OR
RECALL BASED, IT IS A
RECORD OF WHAT
PEOPLE DO
NOT BIASED BY PEOPLE
WANTING TO CREATE A
DIFFERENT PERSONA, IT
IS A RECORD OF WHAT
PEOPLE DO
SOURCES AND PROVIDERS
• Metering Technology: Can be installed on all computers (e.g.
RealityMine, Wakoopa), usually via a consumer access panel
(e.g. Dynata, Respondi) or bespoke recruitment (e.g. Qual)
• Advertising sources: As part of advertising technology data
collected through owners (e.g. Facebook, Google) or bought
through 3rd party specialists (e.g. Blis, TAMOCO)
• Mobile network: Customer usage data (e.g. Three)
YOU NEED TO THINK OF … (1)
• Do you need survey alongside passive data?
• Is the passive data taken from Mobile (phone, tablet), PC/Laptop or everything?
• Do we need all operating systems or can we, for instance, on mobile just have Android
users?
• Do you need profiled users or can we recruit from scratch?
• How much data, how many users?
• Is the data, can it be, historical?
• Is the client being prescriptive on what they need?
9
YOU NEED TO THINK OF … (2)
• Data required:-
• Browser/search?
• Advertising seen?
• App usage?
• Phone calls, SMS?
• Battery, CPU?
• Location?
•What output is the client expecting? Are there examples?
10
YOU NEED TO THINK OF … (3)
• The whole engineering and permission side of things ..
• QA
• Legal
• PII, permissions and security
• Ingestion, management, cleaning and reporting of data
11
USE CASES
• Some Like It Old – Respondi and leboncoin
• The Real-Time Truth Of An F1 Fan’s Digital Race Experience –
RealityMine and F1
• Getting More From Younger Audiences – Measure Protocol and
Media Client
• The Impact Of Covid19 On Travel – CKDelta and Danish Client
• Understanding Advertising Impact On Footfall – TAMOCO and Kia
© respondi
GEN-Z - SOME LIKE IT OLD
FRIDAYS FOR 2ND-HAND
WHY THE 18-25-YEAR-OLDS PREFER OLD THINGS TONEWONES
© respondi
leboncoin
The 6th most visited
website in France
28 000 000
monthly active users
#1classified platform:
second-hand cars, clothes,
tech equipment, books…
A pioneer of French
sharing economy in France
since 2006
14
© respondi
OBJECTIVES
15
Get a better general understanding of the online
shopping behaviour and expectations of 18-25 year
olds.
Focus on their interest for second-hand products and
their use of online marketplaces.
© respondi
APPROACH
16
Passive metering
of online shopping behaviour
(250 people over 6 months)
Online community
moderated by respondi
(120 people over one week)
DEBATE
© respondi
CONCLUSIONS AND LEARNINGS
17
Future for 2nd hand consumption and online marketplaces looks bright!
leboncoin’s communication teams devised new campaigns dedicated to the
recruitment of these target groups (the 18-25)
This research supported the conception of new e-commerce services, to be
launched by leboncoin in the near future
It provided key insights for the prioritization of the functionalities offered by
leboncoin, to its younger users
Formula 1
Measuring & optimising F1 fans' immersive experience
HOW DO F1’S FANS USE
DIGITAL TO ENHANCE
THEIR EXPERIENCE?
ASC CONFERENCE 24/11/16 19
Two passive methods to get under the skin of TRUE behaviours.
ASC CONFERENCE 24/11/16 20
“The ability of this research to take us inside the true digital behaviour of our fans during their natural race
weekend was eye-opening. Working with the teams at both Walnut and RealityMine, we were able to
uncover nuggets of insight that, when we dug a little deeper, turned out to be rich seams of understanding
that can really impact the way we engage with our audience over these channels.”
— David Bailey, Senior Research & Analytics Manager, Formula 1
RESEARCH CONDUCTED BY WALNUT UNLIMITED IN SEPTEMBER 2019 21
Measure Protocol : Media Client : TV Brand Tracker
Challenge:
Low participation rates on a tracker
Solution:
Gathered Netflix and Amazon Prime consumption through their Retro product
Outcome:
- Helped client understand exactly what SVOD content the young audiences were consuming rather than relying
on claimed data.
- Increased participation and completion in the young audience by 30% which meant both cost savings for
recruitment and time spent analysing poor data.
- Also able to go back to this audience and and ask follow-up questions based on the SVOD viewing data
gathered from Retro.
C A S E S T U D Y
Tourism Insights
Domestic Catchment
Domestic Catchment Area Details
Exploration Radius – where else do people visit?
Footfall study for Kia Dealerships
2020
Time periods
Pre period:20th January – 16th February 2020
Campaign period: 17th February – 15th March 2020
Panel size
Size of overall exposed group = 8,470 devices
Results
Kia upliftcompared to pre period = 70.56%
Kia upliftcompared to allother car brands = 10.14%
Kia uplift compared to brands not being advertised = 12.25%
Kia upliftcompared to controlgroup = 137.98%
peugeot exposed citroen exposed nissan exposed vauxhall control kia exposed peugeot control
vauxhall exposed
renault exposed citroen control nissan control kia control renault control
20 Jan 2020
22 Jan 2020
24 Jan 2020
26 Jan 2020
28 Jan 2020
30 Jan 2020
1 Feb 2020
3 Feb 2020
5 Feb 2020
7 Feb 2020
9 Feb 2020
11 Feb 2020
13 Feb 2020
15 Feb 2020
17 Feb 2020
19 Feb 2020
21 Feb 2020
23 Feb 2020
25 Feb 2020
27 Feb 2020
29 Feb 2020
2 Mar 2020
4 Mar 2020
6 Mar 2020
8 Mar 2020
10 Mar 2020
12 Mar 2020
14 Mar 2020
0
50
100
150
200
250
C ontrol E xposed
Brand ▼
Gender ▼
Age Group ▼
Uplift pre v during
70.56%
Uplift exposed v control
137.98%
Uplift pre v during
-36.14%
Uplift exposed v control
-137.98%
Uplift pre v dur… Pre visits per… During visits p…
All brands (…
Renault
Citroen
Vauxhall
Nissan
Peugeot
Kia
0
1
2
0%
50%
100%
Uplift pre v dur… Pre visits per… During visits p…
All brands (…
Renault
Citroen
Vauxhall
Nissan
Peugeot
Kia
1
1.5
2
-40%
-20%
0%
THE FUTURE
• Consent
• Big Tech
• Our appetite
• Mike Brown
• greenbirdinfo@gmx.com
• +44(0)7939123309
• Photos courtesy of Unsplash
GREEN BIRD CONSULTANTS
30
Q & A
Ray Poynter
Potentiate & NewMR
Mike Brown
Green Bird Consultants
Sponsors
Communication

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Using Digital Behavioural Data for Insights

  • 1. Passive and Behavioural Data Mike Brown Green Bird Consultants July 2021
  • 3. PASSIVE AND BEHAVIOURAL DATA MIKE BROWN (GREEN BIRD CONSULTANTS)
  • 4. ABOUT GREEN BIRD CONSULTANTS • Formed at the end of 2019 • Bringing 35 years of operational and technology experience to clients enabling growth • Helping businesses make the right choices in where non-traditional data sources bring insight
  • 5. WHAT DO WE MEAN BY PASSIVE (BEHAVIOURAL) DATA Application information and usage: Name and category of the application, when used, data usage per session, activity summary Browsing behaviour: Internet browsing, internet advertising, search results, streamed data Network data: Network type, wi-fi usage, roaming behaviour, time-stamp usage data, signal strength Device information: Device manufacturer, model, operating system and version, battery life Location: Time-stamped GPS and cell tower triangulation 01 02 03 04 05 Demographics +
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  • 7. BENEFITS NOT OPINION OR RECALL BASED, IT IS A RECORD OF WHAT PEOPLE DO NOT BIASED BY PEOPLE WANTING TO CREATE A DIFFERENT PERSONA, IT IS A RECORD OF WHAT PEOPLE DO
  • 8. SOURCES AND PROVIDERS • Metering Technology: Can be installed on all computers (e.g. RealityMine, Wakoopa), usually via a consumer access panel (e.g. Dynata, Respondi) or bespoke recruitment (e.g. Qual) • Advertising sources: As part of advertising technology data collected through owners (e.g. Facebook, Google) or bought through 3rd party specialists (e.g. Blis, TAMOCO) • Mobile network: Customer usage data (e.g. Three)
  • 9. YOU NEED TO THINK OF … (1) • Do you need survey alongside passive data? • Is the passive data taken from Mobile (phone, tablet), PC/Laptop or everything? • Do we need all operating systems or can we, for instance, on mobile just have Android users? • Do you need profiled users or can we recruit from scratch? • How much data, how many users? • Is the data, can it be, historical? • Is the client being prescriptive on what they need? 9
  • 10. YOU NEED TO THINK OF … (2) • Data required:- • Browser/search? • Advertising seen? • App usage? • Phone calls, SMS? • Battery, CPU? • Location? •What output is the client expecting? Are there examples? 10
  • 11. YOU NEED TO THINK OF … (3) • The whole engineering and permission side of things .. • QA • Legal • PII, permissions and security • Ingestion, management, cleaning and reporting of data 11
  • 12. USE CASES • Some Like It Old – Respondi and leboncoin • The Real-Time Truth Of An F1 Fan’s Digital Race Experience – RealityMine and F1 • Getting More From Younger Audiences – Measure Protocol and Media Client • The Impact Of Covid19 On Travel – CKDelta and Danish Client • Understanding Advertising Impact On Footfall – TAMOCO and Kia
  • 13. © respondi GEN-Z - SOME LIKE IT OLD FRIDAYS FOR 2ND-HAND WHY THE 18-25-YEAR-OLDS PREFER OLD THINGS TONEWONES
  • 14. © respondi leboncoin The 6th most visited website in France 28 000 000 monthly active users #1classified platform: second-hand cars, clothes, tech equipment, books… A pioneer of French sharing economy in France since 2006 14
  • 15. © respondi OBJECTIVES 15 Get a better general understanding of the online shopping behaviour and expectations of 18-25 year olds. Focus on their interest for second-hand products and their use of online marketplaces.
  • 16. © respondi APPROACH 16 Passive metering of online shopping behaviour (250 people over 6 months) Online community moderated by respondi (120 people over one week) DEBATE
  • 17. © respondi CONCLUSIONS AND LEARNINGS 17 Future for 2nd hand consumption and online marketplaces looks bright! leboncoin’s communication teams devised new campaigns dedicated to the recruitment of these target groups (the 18-25) This research supported the conception of new e-commerce services, to be launched by leboncoin in the near future It provided key insights for the prioritization of the functionalities offered by leboncoin, to its younger users
  • 18. Formula 1 Measuring & optimising F1 fans' immersive experience
  • 19. HOW DO F1’S FANS USE DIGITAL TO ENHANCE THEIR EXPERIENCE? ASC CONFERENCE 24/11/16 19
  • 20. Two passive methods to get under the skin of TRUE behaviours. ASC CONFERENCE 24/11/16 20
  • 21. “The ability of this research to take us inside the true digital behaviour of our fans during their natural race weekend was eye-opening. Working with the teams at both Walnut and RealityMine, we were able to uncover nuggets of insight that, when we dug a little deeper, turned out to be rich seams of understanding that can really impact the way we engage with our audience over these channels.” — David Bailey, Senior Research & Analytics Manager, Formula 1 RESEARCH CONDUCTED BY WALNUT UNLIMITED IN SEPTEMBER 2019 21
  • 22. Measure Protocol : Media Client : TV Brand Tracker Challenge: Low participation rates on a tracker Solution: Gathered Netflix and Amazon Prime consumption through their Retro product Outcome: - Helped client understand exactly what SVOD content the young audiences were consuming rather than relying on claimed data. - Increased participation and completion in the young audience by 30% which meant both cost savings for recruitment and time spent analysing poor data. - Also able to go back to this audience and and ask follow-up questions based on the SVOD viewing data gathered from Retro. C A S E S T U D Y
  • 26. Exploration Radius – where else do people visit?
  • 27. Footfall study for Kia Dealerships 2020 Time periods Pre period:20th January – 16th February 2020 Campaign period: 17th February – 15th March 2020 Panel size Size of overall exposed group = 8,470 devices Results Kia upliftcompared to pre period = 70.56% Kia upliftcompared to allother car brands = 10.14% Kia uplift compared to brands not being advertised = 12.25% Kia upliftcompared to controlgroup = 137.98%
  • 28. peugeot exposed citroen exposed nissan exposed vauxhall control kia exposed peugeot control vauxhall exposed renault exposed citroen control nissan control kia control renault control 20 Jan 2020 22 Jan 2020 24 Jan 2020 26 Jan 2020 28 Jan 2020 30 Jan 2020 1 Feb 2020 3 Feb 2020 5 Feb 2020 7 Feb 2020 9 Feb 2020 11 Feb 2020 13 Feb 2020 15 Feb 2020 17 Feb 2020 19 Feb 2020 21 Feb 2020 23 Feb 2020 25 Feb 2020 27 Feb 2020 29 Feb 2020 2 Mar 2020 4 Mar 2020 6 Mar 2020 8 Mar 2020 10 Mar 2020 12 Mar 2020 14 Mar 2020 0 50 100 150 200 250 C ontrol E xposed Brand ▼ Gender ▼ Age Group ▼ Uplift pre v during 70.56% Uplift exposed v control 137.98% Uplift pre v during -36.14% Uplift exposed v control -137.98% Uplift pre v dur… Pre visits per… During visits p… All brands (… Renault Citroen Vauxhall Nissan Peugeot Kia 0 1 2 0% 50% 100% Uplift pre v dur… Pre visits per… During visits p… All brands (… Renault Citroen Vauxhall Nissan Peugeot Kia 1 1.5 2 -40% -20% 0%
  • 29. THE FUTURE • Consent • Big Tech • Our appetite
  • 30. • Mike Brown • greenbirdinfo@gmx.com • +44(0)7939123309 • Photos courtesy of Unsplash GREEN BIRD CONSULTANTS 30
  • 31. Q & A Ray Poynter Potentiate & NewMR Mike Brown Green Bird Consultants