Is your data leading you, or are you leading your data? Job of the - PowerPoint PPT Presentation

Is your data leading you, or are you leading your data?

Job of the campaign strategist and analyst Left Brain You know what you’re doing, you’ve worked with this brand forever Right Brain Well maybe there’s more to know in the data, so let’s have a look

Constraints Rou$ne ¡ Remarkable ¡

Approach Should Start Before the Customer Journey Begins At every stage of the journey Eyereturn seeks to know what consumers need to see and hear and then deliver it to them

A Case Study • The Current Solutions • A Proposed Approach 6 ¡

Back to school campaign for a tech department store

What more can we learn about our consumers? 8 ¡

Audience segments are a good place to start

Impressions Clicks (CTR) Conservative Party Follower Toronto Cycling Enthusiasts Canadian Affairs Credit Card Applicant International News Readers 10 ¡

Conversions Efficiency Technology Intender Dog owner NDP Follower NDP 11 ¡

Tell ¡me ¡something ¡I ¡didn’t ¡know 12 ¡

Once you see an intender, your competitor does too. Proposed Approach: Avoid a retargeting “arms race” by being the preferred brand already 13 ¡

Two ¡significant ¡cues 14 ¡

Converters at the highest level 4 – 6 times more likely to Video gamer Android Enthusiasts convert than a typical internet user Content ¡on ¡image Apple Enthusiasts Home Computer intender 15 ¡

Personality Test Slow, researched decision making is ALWAYS better than going with what you already know. 16 ¡ 16 ¡

Look deeper at converters: People are multi- dimensional and these Baby care Career Advancers traits make them 2.5 – 4 times more likely to convert Foreign Cars UFC and MMA Fan Enthusiast 17 ¡

Results Surprise: Sales are just as likely to have someone in the first group as the second group 18 ¡

Segment ¡Triggers ¡in ¡Leadup ¡to ¡Conversion Convert this day 10 9 8 7 6 5 4 3 2 1 0 Days to Conversion 19 ¡

Segment ¡Triggers ¡in ¡Leadup ¡to ¡Conversion Convert this day 10 9 8 7 6 5 4 3 2 1 0 Days to Conversion 20 ¡

Cultural ¡events ¡can ¡ be ¡marked ¡on ¡your ¡ calendar 21 ¡

Applying More Widely 22 ¡

How to apply the findings 23 ¡

We ¡did ¡a ¡deep ¡dive ¡ into ¡a ¡few ¡key ¡ intender ¡segments 24 ¡

Foreign Car Auto-Repair Grades 7 - 12 Truck Enthusiasts Intender Home Auto News Domestic Car Luxury Car Insurance Reader Intender Enthusiasts 25 ¡

Vacation Travel Credit Card High Value Card Special Holidays Intender Intender Sports Fan Career Intenders Low Value Card 26 ¡

Real ¡Estate ¡and ¡ Investing New Home Buyer Mortgage ¡ Grade 7-12 Intenders Retirement Government Downsizer Planning Resources 27 ¡

How do you navigate your sea of data? 28 ¡

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