Marketers are turning to digital micro-targeting to reach consumers with personalized messages – but are they breaking through the clutter? Marketers may know who their consumers are and what activities they engage in, but do they know what drives their behavior?
We will discuss an approach that leverages segmentation for enhanced digital micro-targeting. How? By enriching the behavioral data marketers typically use for micro-targeting (what people do) with their underlying needs and motivations (why they do it). By linking behavioral data from databases to survey data about needs and motivations, the approach lets marketers develop more needs-based messages, optimize reach, and anticipate responses to new communication.
This presentation forms part of the online Festival of NewMR webinar series. Presented by Ben Joosen from Ipsos.
7. Consumer targets
& brand platforms
based on
survey
Media planning &
personalized
activation
4
Tribe formation
based on
social data
21
7 ‒
The typical digital targeting process consists of several consecutive stages
Development of
tailored
communication
3
…usually managed by different suppliers,
each with their own process and budgets.
8. A typical process involves re-creating the segments
Takes a short survey
using typing tool
Gets allocated into a
consumer segment
Message Content Offering
Design Journey
PHASE 1
Survey-based segmentation
PHASE 2
Re-run segmentation on database
Visit website
Receives email
Recruitment
Segmentation Algorithm
PHASE 3 –
Adapt content & plan media
Data base/DMP
8 ‒
9. We can help clients efficiently connect
brand positioning targets with media planning
9 ‒
10. We have piloted our approach with clients in different sectors
10 ‒
Lighting Infant Nutrition Personal CareHealthcare Mobile GamesTV & Radio
11. Our approach requires doing things differently
11 ‒
Different Team Different Process Different Delivery
12. • CMI
• Marketing
• Sales
• Coms
• Data specialists
• Media Agency
• Foundational research
• Qualitative research
• Shopper Research
• Social intelligence
• Audience measurement
• Ad research
• Analytics
• Advisory/consulting
We create a different team so we can
engage differently
A network of advisory, research and activation specialists
12 ‒
CLIENT SIDE SUPPLIER SIDE
DifferentTeam
13. Bringing in digital expertise is critical to ensure actionability of the
segmentation
13 ‒
DifferentTeam
What database to link to?
What is the database about?
Who will create the link?
How will the link be created?
14. We use a different process that combines three types of information…
HOW: Behavioral, passive data
describing real life repertoire of
people to find the key ways to
reach out to the targets
(DMP BASED)
DMP BASED
BEHAVIORAL
HOW
METAPHORS
WHY
WHY: People-centric
approach using implicit
METAPHORS that follow
natural conversations to
capture consumer needs
SOCIO-DEMO
BEHAVIORS
WHO & WHATWHO & WHAT: SOCIO-DEMO and
BEHAVIORS to collect targetable,
concrete variables aligned with
information available in databases
…TO LATER LINK
SURVEY BASED
SEGMENTS WITH
DIGITAL DATA
IT STARTS FROM
SURVEY…
14 ‒
Different Process
15. Targeted segmentation to create distinctive segments
Multivariate
modeling
SURVEY DATA
…“Soft” but critical
category related
attitudes, perceptions,
needs and
preferences, and…
…more tangible and
targetable
characteristics (like
demographics,
usage behavior, etc.)
Segment A Segment DSegment B Segment C
Create Segments & Profiles
WHY: Needs &
motivations
WHAT: Category
choices
WHO:
Demographics
15 ‒
Different Process
16. Next we connect our segments with the database through aggregate
‘Look a-Like’ modeling
SURVEY based Segment A
Male
Age 18-24
Likes Apple
Products
Likes
watersports
Synthesio / DMP Targeted audience
Male
Age 18-24
Likes Apple
Products
Likes
watersports
Quick energy
Healthy, natural ingredients
For on the go
Low calorie
…..
16 ‒
Different Process
18. Builds audiences based on known traits / interests / variables
Aggregate level linkage: how it works
Client’s media agency
tells us they can create
audiences on:
1 We list the variables
that are most likely to
define this target:
2
Universe of variables that DMP/ data
base is currently using
Target specific variables to build the
segments within data platform
In Adobe/FB/Google
360 these variables can
be used for targeting
3
Activation within data platform
18 ‒
Father’s Age
Childs Age
Dietery
Sports
Political Concerns
Health
Travel
Nutrition
…
Fathers aged 18-34
Children under 1yr
Vegetarian / Vegan
Environment
Health
Cooking
Sports
Fathers aged18-34
Children under 1yr
Vegetarian / Vegan
Environment: recycling,
agriculture, up cycling
Health; yoga, vitamins, …
Cooking, oriental, asian, …
Sports: football, UEFA Champion
League. Tennis, US open, …
Different Delivery
19. PERSONALISED
MESSAGES
MEDIA
PLANNING
ROI
TRACK & EVOLVE
§ Allocate people in other data
files, DMPs or DSPs to be
classified into one of the
identified segments
§ Media / ad agency applies
media selectively and
personalized
§ Track performance
§ Over time: further optimize
media planning
§ Continuously update the
targets
§ Create specific content and
messages per narrowly
defined target
§ Understand responses to
these personalized
communications through the
lens of the key segments
§ Optimize communication and
anticipate response
Create and test
communication
Send tailored message via
personalized channels
Refine segments, messages
& channels
Activation: key opportunities
19 ‒
Creating business impact
Different Delivery
20. Micro-targeting integrates survey data with databases so marketers can…
§ Link brand management with media /communications
§ Operate efficiently and effectively
§ Improve ROI
20 ‒