SearchLeeds, Rob McGowan 'Audience analysis: How to understand your audience and deliver better integrated campaigns'

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    12-Apr-2017

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CONFIDENTIALWELCOMETORESPONSEONECONFIDENTIALCONFIDENTIALAUDIENCEANALYSISTOUNDERSTANDYOURAUDIENCE&DELIVERBETTERINTEGRATEDCAMPAIGNSCONFIDENTIALROBMCGOWANASSOCIATEDIRECTOR@ResponseOneDM@herd6CONFIDENTIALCONFIDENTIALPINTOFTHEUSUAL?THEULTIMATEAUDIENCEANALYST?And ifheisreallygood Whatyourfriendsarehaving Whatsnackstosuggest Whatnewproductstotry Whosegoing towinthefootball WhatonearthyoudidlastnightthatyouwishhehadforgottenUsedatatoshowyour knowledgeaboutcustomersandprospectsCONFIDENTIALKnowingwhoyourcustomersareandhowtheybehaveismarketing101Witheverythingthatgoesondaytodayhowever,itiseasytoforgetaboutthecustomerasanindividualandlosefocusonwhatmatterstothemCONFIDENTIALWHYAUDIENCEANALYSISMATTERSBECAUSENOTEVERYONEWHOVISITSTHEPUBISTHESAMECONFIDENTIALUNLEASHINGTHEFULLPOTENTIALOFDIGITALMEDIAACTONINFORMATIONABOUTPEOPLEANDPRODUCTSNOTSESSIONSPeoplenotUsersUtilisehistoricbehaviouraland3rd partydataCombinedatatoenhancepersonalisationcapabilitiesCRM,CRO,DISPLAYCONFIDENTIALCONFIDENTIALFINDDATAEVERYWHEREWHATEXISTSINTHEBUSINESS?Itsnotjustwhatyouhave,itiswhatyoucouldhavewithabitofworkBepragmatic aboutwhatyoucanuse.Beinventive aboutwhatyoucanderiveCONFIDENTIALUSINGDATAANDINSIGHTTODRIVECRMANDPAIDMEDIAINTHECINEMAINDUSTRYDRIVINGINCREMENTALREVENUEOF>500K Drivingoneincrementalvisitpercustomerperyearisakeychallengefortheindustry Understanding theaudienceiscritical butalowfrequencyofpurchasecreatesfewerdatapoints thaninsomesectors Thechallengeistomaketheexistingdatasweat whatcanbeutilisedtodrivemorepersonalisedexperiencesinCRMandPaidMedia?CASESTUDYCONFIDENTIALRegistrationdetailsOnline transactionsTicketpurchasehistoryLocation/Auditoria info3rd PartydataBoxOfficedataPixeltrackingdataDERIVINGNEWINSIGHTFROMEXISTINGDATADIGGINGBENEATHTHESURFACEHOWCANYOUDERIVEANDCOMBINEVARIABLESTOCREATENEWCLASSIFICATIONS?FilmPartySizePartyComposition (kids,adults,students,OAPetc)Timeofday/weekRFVGenreDirector2D, 3D,4DAnimationClassification (U, PGetc)LeadActor/ActressComposerCONFIDENTIALCONFIDENTIALHOWCANYOUUSETHISINFORMATIONTOCREATEACTIONABLEINSIGHTS?CONFIDENTIALCONFIDENTIALITSNOTALWAYSABOUTLOOKINGBACKWARDSInsessiondataandsignalsofintentremainimportantWorkouthowtoincorporateliveviewsofintent,sentimentandattitude withyouraudienceanalysisCONFIDENTIALCONFIDENTIALDIGBENEATHTHESURFACEINCORPORATERESEARCHANDSOCIALDATAINTOSEGMENTSCONFIDENTIALBEHAVIOURAL DEMOGRAPHIC CONTEXTUAL SOCIALDERIVINGNEWINSIGHTFROMEXISTINGDATATAGASSETSTOSTICHTOGETHERBEHAVIOURWHEREVERPOSSIBLECONFIDENTIALMobileoverdesktop3DandlatenightshowingsFrequentcinemaattendeesFridayorSaturdaynight,notopeningweekendPositivefeedbackonactionandcomedygenresAGE25- 34HighincomeDonttendtoopen emailcommunicationsEnjoymoviesathomeLookingforwardtostartingafamilyPromotions:concessions >Sheffield,RotherhamcinemasLATENIGHTCOUPLESWebtaggingCONFIDENTIALAUDIENCEANALYTICSSHOULDFEATUREEARLYINTHEROADMAPUPWEIGHTINGOTHERINITIATIVESProfilesGeodemographic&attitudinalsegmentsBEHAVIOURAL DEMOGRAPHIC CONTEXTUAL SOCIALLoyalty/Value/ProductsegmentationLifetimeValueOnsiteoptimisationProgrammaticmediaFusing researchandcustomersegmentationCONFIDENTIALTHEREAREMULTIPLEWAYSTOACTIVATETHISINSIGHTALWAYSONANDAD-HOCACTIVITY Programmaticmedia CRMRetargeting CRMCommunications SitePersonalisation&CRO PrioritisecontentandchannelwithaudienceinsightTRANSACTIONSSEGMENTSRESEARCHRESPONSE&INTENTBEHAVIOURCONFIDENTIALGREATPEOPLEDELIVERINGEXCEPTIONAL WORKMULTI-VARIATETESTINGAuditsitedatatoidentifytestopportunities.Runmultiplevariationsofpagestoidentify thetopperformers.PERSONALISATIONTESTINGTestingexecutionbasedontheindividual, utilisingaudienceinsightLifetimevaluemodelsPredictivemodelsAttributionmodelsCustomersegmentationandprofilingANALYTICSAUDITANDSETUPAkeybuilding block.Provides foundation forrobustoutputfromtesting.ADVANCEDUXSERVICESAdvancedUX/UserJourneyAnalysis.FullUXoptimisation.UXdriven siteredevelopment.CRO MATURITYMODELDRIVENBYAUDIENCEANALYSISCONFIDENTIALCONFIDENTIALMobileoverdesktop3DandlatenightshowingsFrequentcinemaattendeesPositivefeedbackonactionandcomedygenresAGE25- 34HighincomeDonttendtoopen emailcommunicationsEnjoymoviesathomeLookingforwardtostartingafamilyPromotions:concessions >Sheffield,RotherhamcinemasFilmsreleased+or- 3weeksFilmstargetedat25-34yearoldsPre-populatewithlocalcinemasOfferupsellingconcessionswith3DmoviesContentbasedonfavouriteactorsorfilmsPERSONALISINGTHEUSEREXPERIENCELATENIGHTCOUPLESUSERJOURNEYFridayorSaturdaynight,notopeningweekendCONFIDENTIALAUDIENCEANALYTICSWILLDRIVEMARKETINGROICUSTOMERANALYTICS ONBOARDING TREATMENTSTRATEGYPROFILING+CUSTOMERSEGMENTATION+LIFETIMEVALUE360 VIEWOFCUSTOMERCURRENTCUSTOMERDATAIDALLOCATIONPERSONALISATION CONTENT OFFER EXPERIENCE1 2PREDICTIVEMODELLING ROI3CONFIDENTIALBUTONLYIFTHEIDEA,MESSAGEANDPRODUCTAREALSOGREAT..!CONFIDENTIAL1) Delivervalue,quickly2) Measurethedaytoday,insightfully3) Integratedata,pragmatically4) Createaniterativeroadmap,simply5) Engagethebusiness,imaginativelySOMEPRE-PUBFOODFORTHOUGHT(EATINGISNTCHEATING)HOWCANYOUCONFIDENTIALTHANKYOUFORYOURTIME