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Festival of #NewMR
2019
	
	
Making	data	actionable:	
		
A	look	at	the	power	of	people-driven	data	in	
activating	consumer	segments	
Presentation copyright, the presenters and NewMR.
Intellectual Property Rights, the presenters. Please credit when using.
Jason	Dodge	
Lightspeed
Making Data Actionable
A Look at the Power of
People-Driven Data in
Activating Consumer
Segments
3
The world’s internet users
passed the 4 billion mark
in 2018
Source: Internet World Stats - https://www.internetworldstats.com/stats.htm
4
Smartphones are
driving this,
making the world
available from the
pocket of nearly 3
billion consumers
Source: Kantar TNS http://www.tnsglobal.com/us/press-release/tns-millenials_study_111915
5
Revenues for data &
analytics solutions
forecast to reach
$260 Billion by 2022
Source: International Data Corp. https://www.idc.com/getdoc.jsp?containerId=prUS44215218
6
But even with all the
consumer data
available…
Are we maximising
the opportunity for
marketing research?
7
We hear the common
pain points in our
industry…
We need
the data
faster
We need
better data to
help reduce
survey length
We need to
be able to
activate
research
outcomes
8
So where should
we focus?
Exploration Connection Activation
9
3 data areas to focus on for the future…
10
Explore data that’s already been collected
Working from an informed base
to better focus the research
that’s needed
Complimenting
the brand story
Changing
strategy in
real-time
Broadening
scope of
data
1
2
3
Search & explore in action…
11
Leveraging existing data without a survey
The Challenge
12
Support an important pitch without
fielding a survey to gain quick
insights
“Our FMCG skincare client is looking to
understand brand purchase behaviour in
the category in the Hong Kong market,
what does it look like over the past 3
months?”
Leveraging existing data without a survey
The Data Approach
13
Gained access to quick search
and polling tools to get immediate
answers
Leveraging existing data without a survey
The Results
14
“We are working on
a multi-agency pitch for a client
that has hundreds of inconsistent
research studies and insights. We were
able to see existing survey questions
on their category, as well as to launch
over 30 multimarket surveys last
night – and then came into the office
this morning with responses from all
over the world. For our insights kick-
off meeting today, we were the most
prepared team with invaluable
insights from across the globe as a
consistent starting point.”
t
15
Data Connections
Matching, linking
and collecting
attributes to create
robust people-
based profiles
Connecting various types
of data reveals a full
picture of each person
INTENT DEMOGRAPHICSBEHAVIORS ATTITUDES
AFFINITY AILMENT CHOICE
MOTIVATION PERCEPTION PURCHASE USAGE
16
17
Availability & Scale
First Party Data
Data a company collects
from customers,
permission-based self-
reported data
Second Party Data
First party data leveraged by
a second party or partner in
a privacy-compliant way
Third Party Data
Data collected by a company
not directly involved in the data
transaction, aggregated and
anonymised for resale
Data
Provider
Exclusivity & Discretion
Connecting across a breadth of data source types
18
Three mobile devices in
the household
Shops online at RedMart for weekly
grocery shop and household basics
Reported in a recent
survey to going to the
movies 2x monthly
Booked
4 plane
tickets
for one
flight in
2018
Purchased a monthly yoga membership
Looking to purchase a new car when the current loan is
paid off in the next 6 months
As a young family of 4 with a child <2, household
purchases are motivated by the “Busy Household”
Subscribes
Monthly to
Home &
Décor
Magazine
Connecting data reveals a
full picture of each person
Connecting with new ways to
collect responses
Mobile Metering
Online Surveys
60 million surveys in 2017
Emotional Coding
Voice Activation
Video Open-Ends
Mobile Responses
19
20
Activation
Turning insights
into targetable
audience
segments
21
How does
survey-
based
audience
activation
work?
Increasing Digital Advertisement Conversion Rates
in Travel and Tourism
The Challenge:
22
Identify travelers
with a higher
propensity to
consider staying at
their hotel brand,
Increasing Digital Advertisement Conversion Rates
in Travel and Tourism
The Activation Approach
23
Survey research
identified
consumers open
to staying at
Holiday Inn®
Hotels
1 2 3Connected this
seed audience
to the modelling
platform (DMP)
Scaled this to find
15 million similar
consumers
through a look-
alike model
4 The media agency
targeted the 15
million profiles
directly from
preferred platforms
Internet
Behavior
Shopping
Behavior
Look-alike Model
ad
ad ad
Increasing Digital Advertisement Conversion Rates
in Travel and Tourism
The Results
24
38%
Brand
consideration
lift*
164%
Consideration
lift vs
publisher
average**
514%
Increase in
hotel bookings
started on
website***
*The campaign was tagged and tracked by a 3rd party firm. Control and exposed groups were recruited to complete a brand lift survey. The test/control research design isolated
the impact of the campaign by requiring both groups to be identical outside of the ad exposure (e.g. same site visitation, demos, travel behavior, etc.). ** Measured against 9 other
media platforms included in the campaign, including several of the most heavily visited sites in the US. ***Behavioral comparison of exposed vs. identical control group.
Turn your focus to people-driven data…
Explore
Connect
Activate
25
Festival of #NewMR
2019
	
	
Q	&	A	
Presentation copyright, the presenters and NewMR.
Intellectual Property Rights, the presenters. Please credit when using.
Jason	Dodge	
Lightspeed
Ray	Poynter	
NewMR
Festival of #NewMR
2019
	
	
NewMR	2019	Sponsors	
Communication	
Gold	
Silver

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Making data actionable: A look at the power of people-driven data in activating consumer segments

  • 1. Festival of #NewMR 2019 Making data actionable: A look at the power of people-driven data in activating consumer segments Presentation copyright, the presenters and NewMR. Intellectual Property Rights, the presenters. Please credit when using. Jason Dodge Lightspeed
  • 2. Making Data Actionable A Look at the Power of People-Driven Data in Activating Consumer Segments
  • 3. 3 The world’s internet users passed the 4 billion mark in 2018 Source: Internet World Stats - https://www.internetworldstats.com/stats.htm
  • 4. 4 Smartphones are driving this, making the world available from the pocket of nearly 3 billion consumers Source: Kantar TNS http://www.tnsglobal.com/us/press-release/tns-millenials_study_111915
  • 5. 5 Revenues for data & analytics solutions forecast to reach $260 Billion by 2022 Source: International Data Corp. https://www.idc.com/getdoc.jsp?containerId=prUS44215218
  • 6. 6 But even with all the consumer data available… Are we maximising the opportunity for marketing research?
  • 7. 7 We hear the common pain points in our industry… We need the data faster We need better data to help reduce survey length We need to be able to activate research outcomes
  • 9. Exploration Connection Activation 9 3 data areas to focus on for the future…
  • 10. 10 Explore data that’s already been collected Working from an informed base to better focus the research that’s needed Complimenting the brand story Changing strategy in real-time Broadening scope of data 1 2 3
  • 11. Search & explore in action… 11
  • 12. Leveraging existing data without a survey The Challenge 12 Support an important pitch without fielding a survey to gain quick insights “Our FMCG skincare client is looking to understand brand purchase behaviour in the category in the Hong Kong market, what does it look like over the past 3 months?”
  • 13. Leveraging existing data without a survey The Data Approach 13 Gained access to quick search and polling tools to get immediate answers
  • 14. Leveraging existing data without a survey The Results 14 “We are working on a multi-agency pitch for a client that has hundreds of inconsistent research studies and insights. We were able to see existing survey questions on their category, as well as to launch over 30 multimarket surveys last night – and then came into the office this morning with responses from all over the world. For our insights kick- off meeting today, we were the most prepared team with invaluable insights from across the globe as a consistent starting point.”
  • 15. t 15 Data Connections Matching, linking and collecting attributes to create robust people- based profiles
  • 16. Connecting various types of data reveals a full picture of each person INTENT DEMOGRAPHICSBEHAVIORS ATTITUDES AFFINITY AILMENT CHOICE MOTIVATION PERCEPTION PURCHASE USAGE 16
  • 17. 17 Availability & Scale First Party Data Data a company collects from customers, permission-based self- reported data Second Party Data First party data leveraged by a second party or partner in a privacy-compliant way Third Party Data Data collected by a company not directly involved in the data transaction, aggregated and anonymised for resale Data Provider Exclusivity & Discretion Connecting across a breadth of data source types
  • 18. 18 Three mobile devices in the household Shops online at RedMart for weekly grocery shop and household basics Reported in a recent survey to going to the movies 2x monthly Booked 4 plane tickets for one flight in 2018 Purchased a monthly yoga membership Looking to purchase a new car when the current loan is paid off in the next 6 months As a young family of 4 with a child <2, household purchases are motivated by the “Busy Household” Subscribes Monthly to Home & Décor Magazine Connecting data reveals a full picture of each person
  • 19. Connecting with new ways to collect responses Mobile Metering Online Surveys 60 million surveys in 2017 Emotional Coding Voice Activation Video Open-Ends Mobile Responses 19
  • 22. Increasing Digital Advertisement Conversion Rates in Travel and Tourism The Challenge: 22 Identify travelers with a higher propensity to consider staying at their hotel brand,
  • 23. Increasing Digital Advertisement Conversion Rates in Travel and Tourism The Activation Approach 23 Survey research identified consumers open to staying at Holiday Inn® Hotels 1 2 3Connected this seed audience to the modelling platform (DMP) Scaled this to find 15 million similar consumers through a look- alike model 4 The media agency targeted the 15 million profiles directly from preferred platforms Internet Behavior Shopping Behavior Look-alike Model ad ad ad
  • 24. Increasing Digital Advertisement Conversion Rates in Travel and Tourism The Results 24 38% Brand consideration lift* 164% Consideration lift vs publisher average** 514% Increase in hotel bookings started on website*** *The campaign was tagged and tracked by a 3rd party firm. Control and exposed groups were recruited to complete a brand lift survey. The test/control research design isolated the impact of the campaign by requiring both groups to be identical outside of the ad exposure (e.g. same site visitation, demos, travel behavior, etc.). ** Measured against 9 other media platforms included in the campaign, including several of the most heavily visited sites in the US. ***Behavioral comparison of exposed vs. identical control group.
  • 25. Turn your focus to people-driven data… Explore Connect Activate 25
  • 26. Festival of #NewMR 2019 Q & A Presentation copyright, the presenters and NewMR. Intellectual Property Rights, the presenters. Please credit when using. Jason Dodge Lightspeed Ray Poynter NewMR