searchleeds, rob mcgowan 'audience analysis: how to understand your audience and deliver better...

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  • CONFIDENTIAL

    WELCOMETORESPONSEONE

  • CONFIDENTIALCONFIDENTIAL

    AUDIENCEANALYSISTOUNDERSTANDYOURAUDIENCE&DELIVERBETTERINTEGRATEDCAMPAIGNS

  • CONFIDENTIAL

    ROBMCGOWANASSOCIATEDIRECTOR

    @ResponseOneDM@herd6

  • CONFIDENTIALCONFIDENTIAL

    PINTOFTHEUSUAL?THEULTIMATEAUDIENCEANALYST?

    And ifheisreallygood

    Whatyourfriendsarehaving Whatsnackstosuggest Whatnewproductstotry Whosegoing towinthefootball Whatonearthyoudidlastnightthatyouwishhe

    hadforgotten

    Usedatatoshowyour knowledgeaboutcustomersandprospects

  • CONFIDENTIAL

    Knowingwhoyourcustomersareandhowtheybehaveismarketing101

    Witheverythingthatgoesondaytodayhowever,itiseasytoforgetaboutthecustomerasanindividualandlosefocusonwhatmatterstothem

  • CONFIDENTIAL

    WHYAUDIENCEANALYSISMATTERSBECAUSENOTEVERYONEWHOVISITSTHEPUBISTHESAME

  • CONFIDENTIAL

    UNLEASHINGTHEFULLPOTENTIALOFDIGITALMEDIAACTONINFORMATIONABOUTPEOPLEANDPRODUCTSNOTSESSIONS

    PeoplenotUsers

    Utilisehistoricbehaviouraland3rd party

    data

    Combinedatatoenhance

    personalisationcapabilities

    CRM,CRO,DISPLAY

  • CONFIDENTIALCONFIDENTIAL

    FINDDATAEVERYWHEREWHATEXISTSINTHEBUSINESS?

    Itsnotjustwhatyouhave,itiswhatyoucouldhavewithabitofwork

    Bepragmatic aboutwhatyoucanuse.Beinventive aboutwhatyoucanderive

  • CONFIDENTIAL

    USINGDATAANDINSIGHTTODRIVECRMANDPAIDMEDIAINTHECINEMAINDUSTRY

    DRIVINGINCREMENTALREVENUEOF

    >500K

    Drivingoneincrementalvisitpercustomerperyearisakeychallengefortheindustry

    Understanding theaudienceiscritical butalowfrequencyofpurchasecreatesfewerdatapoints thaninsomesectors

    Thechallengeistomaketheexistingdatasweat whatcanbeutilisedtodrivemorepersonalisedexperiencesinCRMandPaidMedia?

    CASESTUDY

  • CONFIDENTIAL

    Registrationdetails

    Online transactions

    Ticketpurchasehistory

    Location/Auditoria info

    3rd Partydata

    BoxOfficedata

    Pixeltrackingdata

    DERIVINGNEWINSIGHTFROMEXISTINGDATADIGGINGBENEATHTHESURFACE

    HOWCANYOUDERIVEANDCOMBINEVARIABLESTOCREATENEWCLASSIFICATIONS?

    Film

    PartySize

    PartyComposition (kids,adults,students,OAPetc)

    Timeofday/week

    RFV

    Genre

    Director

    2D, 3D,4D

    Animation

    Classification (U, PGetc)

    LeadActor/Actress

    Composer

  • CONFIDENTIALCONFIDENTIAL

    HOWCANYOUUSETHISINFORMATIONTOCREATEACTIONABLEINSIGHTS?

  • CONFIDENTIALCONFIDENTIAL

    ITSNOTALWAYSABOUTLOOKINGBACKWARDS

    Insessiondataandsignalsofintentremainimportant

    Workouthowtoincorporateliveviewsofintent,sentimentandattitude withyouraudienceanalysis

  • CONFIDENTIALCONFIDENTIAL

    DIGBENEATHTHESURFACEINCORPORATERESEARCHANDSOCIALDATAINTOSEGMENTS

  • CONFIDENTIAL

    BEHAVIOURAL DEMOGRAPHIC CONTEXTUAL SOCIAL

    DERIVINGNEWINSIGHTFROMEXISTINGDATATAGASSETSTOSTICHTOGETHERBEHAVIOURWHEREVERPOSSIBLE

  • CONFIDENTIAL

    Mobileoverdesktop

    3Dandlatenightshowings

    Frequentcinemaattendees

    FridayorSaturdaynight,notopeningweekend

    Positivefeedbackonactionandcomedygenres

    AGE25- 34

    Highincome

    Donttendtoopen emailcommunications

    Enjoymoviesathome

    Lookingforwardtostartingafamily

    Promotions:concessions >

    Sheffield,Rotherhamcinemas

    LATENIGHTCOUPLES

    Webtagging

  • CONFIDENTIAL

    AUDIENCEANALYTICSSHOULDFEATUREEARLYINTHEROADMAPUPWEIGHTINGOTHERINITIATIVES

    Profiles

    Geodemographic&attitudinalsegments

    BEHAVIOURAL DEMOGRAPHIC CONTEXTUAL SOCIAL

    Loyalty/Value/Productsegmentation

    LifetimeValue

    OnsiteoptimisationProgrammaticmedia

    Fusing researchandcustomersegmentation

  • CONFIDENTIAL

    THEREAREMULTIPLEWAYSTOACTIVATETHISINSIGHTALWAYSONANDAD-HOCACTIVITY

    Programmaticmedia

    CRMRetargeting

    CRMCommunications

    SitePersonalisation&CRO

    Prioritisecontentandchannelwithaudienceinsight

    TRANSACTIONS

    SEGMENTS

    RESEARCHRESPONSE&INTENT

    BEHAVIOUR

  • CONFIDENTIAL

    GREATPEOPLEDELIVERINGEXCEPTIONAL WORK

    MULTI-VARIATETESTING

    Auditsitedatatoidentifytestopportunities.

    Runmultiplevariationsofpagestoidentify thetopperformers.

    PERSONALISATIONTESTING

    Testingexecutionbasedontheindividual, utilisingaudienceinsight

    LifetimevaluemodelsPredictivemodels

    AttributionmodelsCustomersegmentationandprofiling

    ANALYTICSAUDITANDSETUP

    Akeybuilding block.

    Provides foundation forrobustoutputfromtesting.

    ADVANCEDUXSERVICES

    AdvancedUX/UserJourneyAnalysis.

    FullUXoptimisation.

    UXdriven siteredevelopment.

    CRO MATURITYMODELDRIVENBYAUDIENCEANALYSIS

    CONFIDENTIAL

  • CONFIDENTIAL

    Mobileoverdesktop

    3Dandlatenightshowings

    Frequentcinemaattendees

    Positivefeedbackonactionandcomedygenres

    AGE25- 34

    Highincome

    Donttendtoopen emailcommunications

    Enjoymoviesathome

    Lookingforwardtostartingafamily

    Promotions:concessions >

    Sheffield,Rotherhamcinemas

    Filmsreleased+or- 3weeks

    Filmstargetedat25-34yearolds

    Pre-populatewithlocalcinemas

    Offerupsellingconcessions

    with3Dmovies

    Contentbasedonfavouriteactorsorfilms

    PERSONALISINGTHEUSEREXPERIENCELATENIGHTCOUPLESUSERJOURNEY

    FridayorSaturdaynight,notopeningweekend

  • CONFIDENTIAL

    AUDIENCEANALYTICSWILLDRIVEMARKETINGROI

    CUSTOMERANALYTICS ONBOARDING TREATMENTSTRATEGY

    PROFILING+

    CUSTOMERSEGMENTATION

    +LIFETIMEVALUE

    360 VIEWOF

    CUSTOMER

    CURRENTCUSTOMER

    DATA

    IDALLOCATION

    PERSONALISATION

    CONTENT OFFER EXPERIENCE

    1 2

    PREDICTIVEMODELLING

    ROI

    3

  • CONFIDENTIAL

    BUTONLYIFTHEIDEA,MESSAGEANDPRODUCTAREALSOGREAT..!

  • CONFIDENTIAL

    1) Delivervalue,quickly

    2) Measurethedaytoday,insightfully

    3) Integratedata,pragmatically

    4) Createaniterativeroadmap,simply

    5) Engagethebusiness,imaginatively

    SOMEPRE-PUBFOODFORTHOUGHT(EATINGISNTCHEATING)HOWCANYOU

  • CONFIDENTIAL

    THANKYOUFORYOURTIME