The Treasure is in the Data - How Three International Brands Found Marketing Gold.
Alice Donaldson from Exponential, presented this deck at iMedia Brand Summits, Asia. #imbsummit
5. 5
Global provider of advertising
intelligence and digital media solutions
Canada: 18.9m
US: 167.7m
Mexico: 4m
Brazil: 3.9m
UK: 31.5m
France: 28m
Spain: 12m
Germany: 16m
Australia: 8.4m
New Zealand: 1.2m
Indonesia: 6.5m
Malaysia: 6.5m
Singapore: 1.3m Thailand: 4.8m
Hong Kong: 2.3m
India: 28.2m
South Africa: 2.1m
Middle East 61.2m
6. 66
Tribal Fusion
Rich Media Display
Media
Firefly Video
User Activated
Engagement
Creative
Adotube
In Stream Pre Roll
Execution
Appsnack
Mobile & Tablet
Custom Executions
INSIGHTS
6
8. 8
Why we do, what we do…
1.
Challenge marketing assumptions
2.
Compare and Measure Audience Changes – offline vs.
online, by Product, By Regions etc.
3.
Improve performance of campaign
4.
Find and extend audiences to identify opportunities
INSIGHTS
10. 10
Aggregates over 2 billion daily user ‘events’
Turn data into actionable audiences
Segments users based on shared attributes
10
Contextualizes into a taxonomy of 50,000 attributes
12. 12
90% us, 10% third party
• Data combines:
o Interest
o In-market
o Life-stage
o Occupational
o Purchase history
12
13. 13
Technology
Console & Handheld
Consumer Electronics
Hardware
Information Tech
Software
Camcorders
Cameras
Car Electronics
Home Comms
Mobile Comms
Video Games Computer
Nintendo DS
Nintendo Wii
Sony PS2
Sony PS3
Sony PSP
Mobile Comms
Video Games
Audio, TV & Video
Platforms
How it works…
14. 14
Our topic tree: audiences’ online interests
and intentions categorized in granular detail
14
Travel
Destinations
Islands
South Pacific
Norfolk Island
All
18. 18
Well, they’re not wrong…
18
15 times more likely to be a FAMILY
9 times more likely to have CHILDREN
12 times more likely to be WOMEN
19. 19
But that’s just the silver. Where’s the gold?
19
8 times more likely to be single
5 times more likely to be male
Single Males?
40 times more likely to be a clerical /
administrative assistant
36 times more likely to be researching
business cards,
29 times more likely to be an
assistant/secretary
Personal/Executive Assistants?
20. 20
What else are they interested in?
20
• Big fans of romance movies (27 x)
• Across ALL celebrities, the top ones are all
Bollywood superstars! Shahrukh Kahn, Kareena
Kapoor and Hrithik Rashan. This suggests a
strong Indian tie.
• Cricket is the highest ranking Australian sport (25 x)
Perhaps another Indian link?
• Fitness and Weight loss (33 x), and Weight Loss Plans
(31 x) rank high in Health… Perhaps after
demolishing a cheesecake, or in preparation!!
• Love entertaining ! Table linen, party supplies
and desserts and sweet all index well over 40
times more likely
21. 21
What were the learnings?
21
Broader audience than expected. Communities and common
interests were found.
Entertaining,
Cricket,
Romance
Movies!
27. APAC Skewed Budget Traveller
They Are:
› Avid Traveller
› Well informed traveller
› Traveling both domestic and international
Looking For:
› Travel options To Australia and Asia
› Onward travel to USA & Europe
› Travel Insurance
Reading About:
› Intended travel destinations
› Transport options at their destinations
(e.g. Rental Car Options vs. Rail Travel)
› Luggage & Travel Supplies
Interested In:
› Budget Travel
› Making well informed travel
decisions
28. Sports & Adventure Traveller
They Are:
› Open to new travel experiences
› Interested in travelling to sporting events
› Active Individuals
Looking For:
› Travel planning tips
› Good travel deals
› Where to purchase Sports &
Outdoor Equipment
Reading About:
› Transport options at their
destinations (e.g. Rental Car
Options vs. Rail Travel)
› Hotel options
Interested In:
› Adventure holidays
› Outdoor activities
› Sporting Events
29. Business Professional
They Are:
> Office managers or those in charge of
booking business travel
> Employed in operations and marketing functions
Looking For:
› Business Class Travel
› Luxury Hotels (last minute)
› In Market for Accessories & Apparel
Reading About:
› Limo Services
› Clothing
Interested In:
› Luxury Travel
› Golf & Spa based
accommodation
41. 41
How does this all help?
41
The known or
assumed audience is
one coin in your
treasure box
By understanding who
your true audience is,
you easily uncover
more gold coins
By capturing all
this knowledge
gold, equates to
a more successful
campaign