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

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  • CONFIDENTIAL

    WELCOMETORESPONSEONE

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    AUDIENCEANALYSISTOUNDERSTANDYOURAUDIENCE&DELIVERBETTERINTEGRATEDCAMPAIGNS

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    ROBMCGOWANASSOCIATEDIRECTOR

    @ResponseOneDM@herd6

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    PINTOFTHEUSUAL?THEULTIMATEAUDIENCEANALYST?

    And ifheisreallygood

    Whatyourfriendsarehaving Whatsnackstosuggest Whatnewproductstotry Whosegoing towinthefootball Whatonearthyoudidlastnightthatyouwishhe

    hadforgotten

    Usedatatoshowyour knowledgeaboutcustomersandprospects

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    Knowingwhoyourcustomersareandhowtheybehaveismarketing101

    Witheverythingthatgoesondaytodayhowever,itiseasytoforgetaboutthecustomerasanindividualandlosefocusonwhatmatterstothem

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    WHYAUDIENCEANALYSISMATTERSBECAUSENOTEVERYONEWHOVISITSTHEPUBISTHESAME

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    UNLEASHINGTHEFULLPOTENTIALOFDIGITALMEDIAACTONINFORMATIONABOUTPEOPLEANDPRODUCTSNOTSESSIONS

    PeoplenotUsers

    Utilisehistoricbehaviouraland3rd party

    data

    Combinedatatoenhance

    personalisationcapabilities

    CRM,CRO,DISPLAY

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    FINDDATAEVERYWHEREWHATEXISTSINTHEBUSINESS?

    Itsnotjustwhatyouhave,itiswhatyoucouldhavewithabitofwork

    Bepragmatic aboutwhatyoucanuse.Beinventive aboutwhatyoucanderive

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    USINGDATAANDINSIGHTTODRIVECRMANDPAIDMEDIAINTHECINEMAINDUSTRY

    DRIVINGINCREMENTALREVENUEOF

    >500K

    Drivingoneincrementalvisitpercustomerperyearisakeychallengefortheindustry

    Understanding theaudienceiscritical butalowfrequencyofpurchasecreatesfewerdatapoints thaninsomesectors

    Thechallengeistomaketheexistingdatasweat whatcanbeutilisedtodrivemorepersonalisedexperiencesinCRMandPaidMedia?

    CASESTUDY

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    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

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    HOWCANYOUUSETHISINFORMATIONTOCREATEACTIONABLEINSIGHTS?

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    ITSNOTALWAYSABOUTLOOKINGBACKWARDS

    Insessiondataandsignalsofintentremainimportant

    Workouthowtoincorporateliveviewsofintent,sentimentandattitude withyouraudienceanalysis

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    DIGBENEATHTHESURFACEINCORPORATERESEARCHANDSOCIALDATAINTOSEGMENTS

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    BEHAVIOURAL DEMOGRAPHIC CONTEXTUAL SOCIAL

    DERIVINGNEWINSIGHTFROMEXISTINGDATATAGASSETSTOSTICHTOGETHERBEHAVIOURWHEREVERPOSSIBLE

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    Mobileoverdesktop

    3Dandlatenightshowings

    Frequentcinemaattendees

    FridayorSaturdaynight,notopeningweekend

    Positivefeedbackonactionandcomedygenres

    AGE25- 34

    Highincome

    Donttendtoopen emailcommunications

    Enjoymoviesathome

    Lookingforwardtostartingafamily

    Promotions:concessions >

    Sheffield,Rotherhamcinemas

    LATENIGHTCOUPLES

    Webtagging

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    AUDIENCEANALYTICSSHOULDFEATUREEARLYINTHEROADMAPUPWEIGHTINGOTHERINITIATIVES

    Profiles

    Geodemographic&attitudinalsegments

    BEHAVIOURAL DEMOGRAPHIC CONTEXTUAL SOCIAL

    Loyalty/Value/Productsegmentation

    LifetimeValue

    OnsiteoptimisationProgrammaticmedia

    Fusing researchandcustomersegmentation

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    THEREAREMULTIPLEWAYSTOACTIVATETHISINSIGHTALWAYSONANDAD-HOCACTIVITY

    Programmaticmedia

    CRMRetargeting

    CRMCommunications

    SitePersonalisation&CRO

    Prioritisecontentandchannelwithaudienceinsight

    TRANSACTIONS

    SEGMENTS

    RESEARCHRESPONSE&INTENT

    BEHAVIOUR

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    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

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    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

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    AUDIENCEANALYTICSWILLDRIVEMARKETINGROI

    CUSTOMERANALYTICS ONBOARDING TREATMENTSTRATEGY

    PROFILING+

    CUSTOMERSEGMENTATION

    +LIFETIMEVALUE

    360 VIEWOF

    CUSTOMER

    CURRENTCUSTOMER

    DATA

    IDALLOCATION

    PERSONALISATION

    CONTENT OFFER EXPERIENCE

    1 2

    PREDICTIVEMODELLING

    ROI

    3

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    BUTONLYIFTHEIDEA,MESSAGEANDPRODUCTAREALSOGREAT..!

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    1) Delivervalue,quickly

    2) Measurethedaytoday,insightfully

    3) Integratedata,pragmatically

    4) Createaniterativeroadmap,simply

    5) Engagethebusiness,imaginatively

    SOMEPRE-PUBFOODFORTHOUGHT(EATINGISNTCHEATING)HOWCANYOU

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    THANKYOUFORYOURTIME