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Using Survey Data to Target Your Customers Through Digital Media© TNS 2015
Insight to Action: Using Survey Data to Target Your Customers Through Digital Media
Using Survey Data to Target Your Customers Through Digital Media© TNS 2015
TNS is the world’s leading market research agency
With offices in over 80 countries, we have more conversations with consumers than anyone else. Our focus is growth. And the four key areas through which companies can achieve it: Loyalty and new spend New customers New products and services New marketsOur world-class survey and research solutions help us provide precise plans to uncover growth opportunities in each of these areas.
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Using Survey Data to Target Your Customers Through Digital Media© TNS 2015
TNS is part of WPP
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Using Survey Data to Target Your Customers Through Digital Media© TNS 2015 4
People who buy your brand and are willing
to buy more of it
Core AudiencePeople who currently buy other brands, but are willing to buy
your brand in the future
Conquest AudienceYour Brand Growth Targets within DST include two audiences:
BRAND
B
BRAND
A
BRAND
A
BRAND
ABRAND
A
BRAND
A
Turn insight into action with our breakthrough digital ad-targeting capability, Digital Segment Targeting
Buy more
Buy the same
Beyond reach
Growth Segment
ConversionModel™ identifies consumers willing to spend more with your brand:
Your Growth Segments can now be reached online with TNS Digital Segment Targeting
Using Survey Data to Target Your Customers Through Digital Media© TNS 2015 5
Digital Segment Targeting is backed by our proven, global research standard
Validation: Over 14,000 studies Average correlation with
behavior (panel data) R=0.92
BrandUsage
Share of Wallet
Brand Affinity
PurchaseConsideration
TNSConversionModel™
Brand Connection
Core Audience
Conquest Audience
BRAND
A
BRAND
ABRAND
A
BRAND
A
BRAND
B
BRAND
A
Using Survey Data to Target Your Customers Through Digital Media© TNS 2015 6
Our look-alike modeling allows TNS clients to reach their Growth Target in digital media at mass scale
We combine TNS ConversionModel™ data with online and purchase behavior, and then create look-alike models to find similar people across the Internet. We can reach them
directly using Digital Segment Targeting within your digital campaign.
Look-alike model
Growth segment identified via survey
Internet Behavior
Purchase Behavior
AD AD ADADAD
AD AD
AD AD
ADAD
ADAD
ADAD
Using Survey Data to Target Your Customers Through Digital Media© TNS 2015
5 WPP agencies came together to deliver impressive results for Holiday Inn® Hotels
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TNS ConversionModel™ research identified consumers open to staying at Holiday Inn® Hotels
KBMG scaled the audience to find 15 million similar consumers through a look-alike model
Millward Brown Digital tagged and measured the campaign, and showed a 38% increase in Holiday Inn® brand consideration for those exposed vs. an identical control group*
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Mindshare added the 15 million unique cookie target to the media plan and purchased the audience directly from preferred platforms4
3Internet Behavior
ShoppingBehavior
Look-alike Model
* 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.).
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Ogilvy & Mather developed precise brand messaging for Holiday Inn® Hotels
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Ad Ad
Ad38%
Using Survey Data to Target Your Customers Through Digital Media© TNS 2015 8
Unaided
Brand A...
Online A
d Awar.
..TB
CA
Brand F
avorab
i...
Consid
eratio
n I...
Consid
eratio
n (...
Top Pr
eferen
ce
Top 3 Pr
eferen
ce
For Pe
ople L
ik...
Helps P
eople o
n Th..
.
30%20%
45%
74%
52%
9% 8%
30%
53% 48%36%
20%
45%
77%
55%
8% 10%
31%
55% 52%
Control (n=1,432) Exposed (n=1,292)
+5.8*
Results by A25-44: Brand Metrics and Attributes
+0.7 -0.7 +3.6* +3.6* +2.5 +0.8-1.1
Attitudinal results were very strong among key age target, with awareness, brand liking, consideration, preference, and key message all up
* Statistically significant difference between control and exposed group at a 90% confidence level
+2.0 +4.0*
Using Survey Data to Target Your Customers Through Digital Media© TNS 2015
Brand Impact Ctrl (%) Exp (%) D % LiftIHG.com visitation 1.73 5.30 +3.57* 206%Ihg.com/holidayinn visitation
0.76 2.32 +1.56* 207%
KPI – Start Reservation Process
0.72 2.26 +1.54* 215%
KPI – Start Booking Process
0.06 0.34 +0.28* 514%
KPI – IHG Rewards Club 0.09 0.68 +0.58* 620%Brand Search 0.05 0.13 +0.08* 144%
Greatest % lift found among booking and rewards club stages, indicating that the Targeting successfully moved brand likers to action
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The Holiday Inn brand campaign also increased behavioral metrics
Campaign Effectiveness: Overall Behavioral Metrics
* Statistically significant difference between control and exposed group at a 90% confidence level
Using Survey Data to Target Your Customers Through Digital Media© TNS 2015 10
InterContinental Hotels Group’s use of Digital Segment Targeting will increase in 2015, based on success last year
Leveraging the tool on two brands in 2015, as opposed to one
Will now cover IHG’s two biggest brands in the US - Holiday Inn Express brand and Holiday Inn brand
Amount of media spend and time impacted by the tool will both increase in 2015 vs. 2014
Using Survey Data to Target Your Customers Through Digital Media© TNS 2015
Video for Cannes Lions submission
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