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The Treasure is in the Data

HOW THREE INTERNATIONAL BRANDS

FOUND MARKETING GOLD

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Global provider of advertising intelligence and digital media solutions

Canada: 18.9m

US: 167.7m

Mexico: 4m

Brazil: 3.9m

UK: 31.5m

France: 28m

Spain: 12m

Germany: 16m

Australia: 8.4m

New Zealand: 1.2m

Indonesia: 6.5m

Malaysia: 6.5m

Singapore: 1.3m Thailand: 4.8m

Hong Kong: 2.3m

India: 28.2m

South Africa: 2.1m

Middle East 61.2m

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Tribal Fusion Rich Media Display

Media

Firefly Video User Activated

Engagement

Creative

Adotube In Stream Pre Roll

Execution

Appsnack Mobile & Tablet

Custom Executions

INSIGHTS

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INSIGHTS

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Why we do, what we do…

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Challenge marketing assumptions

2. Compare and Measure Audience Changes – offline vs.

online, by Product, By Regions etc.

3. Improve performance of campaign

4. Find and extend audiences to identify opportunities

INSIGHTS

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=

2 Billion Daily

Events Proprietary Topics 50,000

More than

450 Million

Monthly Unique Users

Across 2500+

global sites

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Aggregates over 2 billion daily user ‘events’

Turn data into actionable audiences

Segments users based on shared attributes

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Contextualizes into a taxonomy of 50,000 attributes

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90% us, 10% third party

• Data combines:

o Interest

o In-market

o Life-stage

o Occupational

o Purchase history

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Technology

Console & Handheld

Consumer Electronics

Hardware

Information Tech

Software

Camcorders

Cameras

Car Electronics

Home Comms

Mobile Comms

Video Games Computer

Nintendo DS

Nintendo Wii

Sony PS2

Sony PS3

Sony PSP

Mobile Comms

Video Games

Audio, TV & Video

Platforms

How it works…

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Our topic tree: audiences’ online interests

and intentions categorized in granular detail

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Travel

Destinations

Islands

South Pacific

Norfolk Island

All

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Discovering the gold…

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Known audience:

Women with

children

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Well, they’re not wrong…

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15 times more likely to be a FAMILY

9 times more likely to have CHILDREN

12 times more likely to be WOMEN

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But that’s just the silver. Where’s the gold?

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8 times more likely to be single

5 times more likely to be male

Single Males?

40 times more likely to be a clerical /

administrative assistant

36 times more likely to be researching

business cards,

29 times more likely to be an

assistant/secretary

Personal/Executive Assistants?

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What else are they interested in?

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• Big fans of romance movies (27 x)

• Across ALL celebrities, the top ones are all

Bollywood superstars! Shahrukh Kahn, Kareena

Kapoor and Hrithik Rashan. This suggests a

strong Indian tie.

• Cricket is the highest ranking Australian sport (25 x)

Perhaps another Indian link?

• Fitness and Weight loss (33 x), and Weight Loss Plans

(31 x) rank high in Health… Perhaps after

demolishing a cheesecake, or in preparation!!

• Love entertaining ! Table linen, party supplies

and desserts and sweet all index well over 40

times more likely

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What were the learnings?

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Broader audience than expected. Communities and common

interests were found.

Entertaining, Cricket,

Romance Movies!

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What did this achieve?

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Known Audiences

Actual Audiences

3 Key Audiences

APAC Skewed Budget Traveller

They Are: › Avid Traveller › Well informed traveller › Traveling both domestic and international

Looking For:

› Travel options To Australia and Asia

› Onward travel to USA & Europe

› Travel Insurance

Reading About:

› Intended travel destinations

› Transport options at their destinations (e.g. Rental Car Options vs. Rail Travel)

› Luggage & Travel Supplies

Interested In:

› Budget Travel

› Making well informed travel decisions

Sports & Adventure Traveller

They Are: › Open to new travel experiences › Interested in travelling to sporting events › Active Individuals

Looking For:

› Travel planning tips

› Good travel deals

› Where to purchase Sports & Outdoor Equipment

Reading About:

› Transport options at their destinations (e.g. Rental Car Options vs. Rail Travel)

› Hotel options

Interested In:

› Adventure holidays

› Outdoor activities

› Sporting Events

Business Professional

They Are: > Office managers or those in charge of

booking business travel > Employed in operations and marketing functions

Looking For:

› Business Class Travel

› Luxury Hotels (last minute)

› In Market for Accessories & Apparel

Reading About:

› Limo Services

› Clothing

Interested In:

› Luxury Travel

› Golf & Spa based accommodation

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Energy Drink Consumers? We know the stereotype…

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Affluent, educated, creative/arty types who lead a very busy and social life

Soft Adventurers who like bush

walking, bike riding and skiing.

Or do we?

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Norfolk Island – A place for the newly

wed and nearly dead?

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But is that really the case?

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By attaching a pixel to the website, we can know

for sure.

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We track audiences (not in a creepy way…)

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Their footprints are recorded, sorted and ranked

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And then the magic happens!

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They do….. WHAT?

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&

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How does this all help?

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The known or

assumed audience is

one coin in your

treasure box

By understanding who

your true audience is,

you easily uncover

more gold coins

By capturing all

this knowledge

gold, equates to

a more successful

campaign

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Do you truly know your customer?