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

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

Jan 25, 2023 94 likes •413 views

Is your data leading you, or are you leading your data? Job of the campaign strategist and analyst Left Brain You know what youre doing, youve worked with this brand forever Right Brain Well maybe theres more to know in the data,

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

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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

Job of the campaign strategist and analyst

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Constraints

Rou$ne ¡ Remarkable ¡

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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

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A Case Study

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  • The Current Solutions
  • A Proposed Approach
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Back to school campaign for a tech department store

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What more can we learn about

  • ur

consumers?

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Audience segments are a good place to start

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Impressions

Toronto Canadian Affairs

Clicks (CTR)

International News Readers Conservative Party Follower Cycling Enthusiasts Credit Card Applicant

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Conversions Efficiency

Technology Intender Dog owner NDP Follower

NDP

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Tell ¡me ¡something ¡I ¡didn’t ¡know

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Proposed Approach:

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

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Two ¡significant ¡cues

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Content ¡on ¡image

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Converters at the highest level

4 – 6 times more likely to convert than a typical internet user

Video gamer Android Enthusiasts Apple Enthusiasts Home Computer intender

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Personality Test

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

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Look deeper at converters:

People are multi- dimensional and these traits make them 2.5 – 4 times more likely to convert

Baby care Career Advancers Foreign Cars Enthusiast UFC and MMA Fan

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Results Surprise:

Sales are just as likely to have someone in the first group as the second group

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10 9 8 7 6 5 4 3 2 1

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Convert this day

Segment ¡Triggers ¡in ¡Leadup ¡to ¡Conversion

Days to Conversion

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10 9 8 7 6 5 4 3 2 1

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Convert this day

Segment ¡Triggers ¡in ¡Leadup ¡to ¡Conversion

Days to Conversion

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

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Applying More Widely

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How to apply the findings

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

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Grades 7 - 12 Home Insurance Auto-Repair Foreign Car Intender Domestic Car Intender

Truck Enthusiasts

Auto News Reader

Luxury Car Enthusiasts

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Special Holidays

Vacation Travel Intender

Credit Card Intender

High Value Card Low Value Card Career Intenders

Sports Fan

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Grade 7-12

Investing

Real ¡Estate ¡and ¡ Mortgage ¡ Intenders New Home Buyer Downsizer

Retirement Planning Government Resources

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How do you navigate your sea

  • f data?
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