Leendert de VoogdGlobal Leader, Ipsos Social Intelligence Analytics

Identifying the Signal in the Noise

Loic MoisandCEO, Synthesio

DRIVING IMPACT

IN A CHANGING

WORLDIpsos in UAE Conference

Wednesday, March 13th, 2019

Session 3: Information Ecosystems

© Ipsos 2019 · All rights reserved. Contains Ipsos' Confidential and Proprietary Information.

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481,000Tweets

4.3 MillionVideos Viewed

65,000Photos and

Videos uploaded

3.3 Million Posts

A MINUTE ON

SOCIAL MEDIA

MEANS…

3.7 Million Search Queries

936,000

Views2.4 MillionSnaps created

SOCIAL DATA NEVER

SLEEPS!Social Data never sleeps!

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4 © 2019 Ipsos – 2019 Dubai Conference

Help Clients Leverage the

Power of User-Generated

Content

OUR

MISSION

“ “We combine the latest

advancements in artificial

intelligence with our

unparalleled human expertise in

market research to bridge the

complex world of unstructured

data with the one of

unanswered business questions.

© Ipsos 2019. All rights reserved. Contains Ipsos' Confidential and Proprietary information and may not be disclosed or reproduced without the prior written consent of Ipsos.

5 © 2019 Ipsos – 2019 Dubai Conference

Ipsos acquired Synthesio to reinforce its

Social Intelligence

capabilities and create an

innovative value proposition for

clients!

Synthesio, the leader in Social Listening Platforms since 2014

• Founded in 2006 in Paris

• 130 employees

• 5 offices in USA, FR, UK, SG & BE

• Forrester Wave leader in 3 most recent reports

OVERVIEW

© Ipsos 2019. All rights reserved. Contains Ipsos' Confidential and Proprietary information and may not be disclosed or reproduced without the prior written consent of Ipsos.

Long-Tail Distribution of Data Sources

Offering the widest array of data across all industries and regions. Chart not comprehensive.

600 million sources monitored in real time!

© Ipsos 2019. All rights reserved. Contains Ipsos' Confidential and Proprietary information and may not be disclosed or reproduced without the prior written consent of Ipsos.

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Listening Dashboards Audience Segmentation

© Ipsos 2019. All rights reserved. Contains Ipsos' Confidential and Proprietary information and may not be disclosed or reproduced without the prior written consent of Ipsos.

9 © 2019 Ipsos – 2019 Dubai Conference

© Ipsos 2019. All rights reserved. Contains Ipsos' Confidential and Proprietary information and may not be disclosed or reproduced without the prior written consent of Ipsos.

10 © 2019 Ipsos – 2019 Dubai Conference

Customer Story: Shell

Use Cases

• Brand Health

• Campaign Analysis

• Market Research

• Social Media KPIs

Shell uses Synthesio to monitor and analyze their

clean energy campaigns, including eco-

marathons (world-wide energy efficiency

competitions), and live events supported by

global celebrities. Shell analyzed over 300,000

mentions related to the campaign and

determined that customer satisfaction with

Shell’s clean energy initiatives increased by

6.25%, and the digital reach of Shell’s clean

energy initiatives increased by 9.6%.

© Ipsos 2019. All rights reserved. Contains Ipsos' Confidential and Proprietary information and may not be disclosed or reproduced without the prior written consent of Ipsos.

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Customer Story: Facebook

Use Cases

• Brand Health

• Campaign Analysis

• Competitor Analysis

• Crisis Management

• Influencer Marketing

facebookFacebook’s global Marketing

department is monitoring

brand health in all countries,

aligned to their four brand

pillars: Data Integrity, Trust,

Connection and Economic

Impact

© Ipsos 2019. All rights reserved. Contains Ipsos' Confidential and Proprietary information and may not be disclosed or reproduced without the prior written consent of Ipsos.

12 © 2019 Ipsos – 2019 Dubai Conference

Customer Story: Pernod Ricard

Use Cases

• Audience Analysis

• Campaign Analysis

• Competitor Analysis

• Market Research

Pernod Ricard’s New Zealand

wine brand adjusted its media

budget after it realized via

Synthesio Profiler that it should

invest 100% of its budget on one

regional market instead of

dividing the spend across two

geographic regions.

© Ipsos 2019. All rights reserved. Contains Ipsos' Confidential and Proprietary information and may not be disclosed or reproduced without the prior written consent of Ipsos.

13 © 2019 Ipsos – 2019 Dubai Conference

Detecting the real gemsin the data mix

WHAT ARE THE TRENDS IMPACTING YOUR MARKET NOW AND TOMORROW?

TREND

SPOTTING

TREND

MONITORING

TREND

PREDICTION

Predicting the trajectory of trends to make sure you select the trends with the highest potential for the future

A consumer centric approach to spot early trends and weak signals

Combining social and search data, tracking which trends are rising, stable or declining

© Ipsos 2019. All rights reserved. Contains Ipsos' Confidential and Proprietary information and may not be disclosed or reproduced without the prior written consent of Ipsos.

FRUITS IN ICE CREAM ● WHAT IS THE NEXT BIG THING?

SOCIAL INDEX(AVG. BUZZ OVER TIME)

SEARCH INDEX(AVG. SEARCH OVER TIME)

AppleBanana

Blueberry

Cranberry

Fig

Guava

KiwiLychee

Orange

Papaya

Pomegranate

Strawberry

Watermelon

Avocado

Apple

Banana

Blueberry

Cranberry

Fig

Guava

KiwiLychee

Orange

PapayaPomegranate

Strawberry

Watermelon

Avocado

0

10

20

30

40

50

60

0 5 10 15 20 25 30 35 40

Last year Index 5 year Index

*Weekly data; Social data averaged from April 2012 – March 2017; Twitter, Facebook, blogs, forums. Search Index from Google averaged from April 2012 – March 2017.

FRUITS CATEGORY TRENDS

● KIWI● LYCHEE● RED GRAPE?

FRUITS IN ICE CREAM ● WHAT IS THE NEXT BIG THING?

SOCIAL INDEX(AVG. BUZZ OVER TIME)

SEARCH INDEX(AVG. SEARCH OVER TIME)

AppleBanana

Blueberry

Cranberry

Fig

Guava

KiwiLychee

Orange

Papaya

Pomegranate

Strawberry

Watermelon

Avocado

Apple

Banana

Blueberry

Cranberry

Fig

Guava

KiwiLychee

Orange

PapayaPomegranate

Strawberry

Watermelon

Avocado

0

10

20

30

40

50

60

0 5 10 15 20 25 30 35 40

Last year Index 5 year Index

*Weekly data; Social data averaged from April 2012 – March 2017; Twitter, Facebook, blogs, forums. Search Index from Google averaged from April 2012 – March 2017.

FRUITS CATEGORY TRENDS

FUTURE TRENDS?

MATURE TREND

EMERGING

TRENDING

TRENDING

● STRAWBERRY● BANANA

● KIWI● LYCHEE● RED GRAPE?

MATURE TREND

EMERGING

● AVOCADO● BLUEBERRY ● ACAI● WATERMELON● CRANBERRY

APPLE

FUTURE TRENDS?

● KIWI ● LYCHEE● RED GRAPE?● POMEGRANATE?● GUAVA?

OPPORTUNITIES ● FRUITS & ICE CREAM

THE HIGH POTENTIAL FRUITS

There is a growing number of conversations on these fruits in general. Yet, there is no trending conversations in connection with Ice Cream yet. The high connection to Healthy posts on Kiwi makes it a good candidate to be among the Healthy Stars in the future while Lychee seems to be an upcoming Foodies’ Fav.

● KIWI● LYCHEE● RED GRAPE?

● FIG● GUAVA● ORANGE● WATERMELON● STRAWBERRY

THE HEALTHY STARS ● AVOCADO● ACAI● CRANBERRY● BLUEBERRY● BANANA

THE LOW POTENTIAL FRUITS

These fruits currently see little to no discussion, with or without a connection to Ice Cream. There is no evidence that these fruits should be trending in a near future.

● MANGOSTEEN● GOGI BERRY● ASIAN PEAR● PAPAYA

These fruits currently have the highest association to healthy eating in connection to ice cream. The volume of conversations is trending. The Health Conscious community loves them!

THE FOODIES‘ FAV

These fruits are much associated to gourmet food and innovative palates. Their connection to Healthy Eating is limited and we don’t see any evidence of them having some potential to be more on the Healthy side in the near future.

© Ipsos 2019. All rights reserved. Contains Ipsos' Confidential and Proprietary information and may not be disclosed or reproduced without the prior written consent of Ipsos.

WHO ARE THE CONSUMERS? WHO SHOULD YOU TARGET TO WIN?

PROFILE

CONSUMERS

FIND

AUDIENCES

TARGET

SEGMENTS

Real-life impact: where, when, and how to reach your segments in the digital and offline worlds

Enrich your segmentation with behavioural data to understand lifestyles, hobbies, media habits, and select the profiles with highest potential

Build personas and uncover their needs and motivations from a combination of social conversations and survey data

© Ipsos 2019. All rights reserved. Contains Ipsos' Confidential and Proprietary information and may not be disclosed or reproduced without the prior written consent of Ipsos.

ENRICHING PERSONAS IN BASED ON AUDIENCE PROFILING

AUDIENCE BEHAVIOURAL DATA

SURVEY SEGMENTATION

A Smart Home, IoT player wanted to make his segmentation richer and operational in the real world for marketers.

We bridged segments from the survey to their digital behaviors using Synthesio’s audience analytics tool (Profiler) in order to:

- Enrich the segments with a holistic view on their hobbies, lifestyles, and media habits

- Map the profiles according to the proximity of their behaviors on social media

- Recommend on which type of content to push for each profile, where and how to do it.

© Ipsos 2019. All rights reserved. Contains Ipsos' Confidential and Proprietary information and may not be disclosed or reproduced without the prior written consent of Ipsos.

Thank you

DRIVING IMPACT

IN A CHANGING

WORLD

Leendert de VoogdGlobal Leader, Ipsos Social Intelligence Analytics

Loic MoisandCEO, Synthesio