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Understanding Consumer Intent to Create Better Ads & Experiences
Introduction
Michael KahnCEO, Performics Worldwide
A Global Performance Marketing Agency
Motivate
Participation
Drive
Performance
Optimize for
Action
Agenda
Why Is Consumer Intent Important?
How Can We Understand Intent?
• Planalytics
• The Intent Feedback Loop
Leveraging Intent to Create Better Performing Experiences
The Power of Intent
Intent
The largest marketing variable.
It shapes search queries, dictates paths-to-purchase & mediates meaningful interactions with brands regardless of channel, media or content type.
Understanding intent enables creation of relevant, personalized ads/experiences
MisunderstandingIntent
The Biggest Marketing Mistake
Disconnected, Irrelevant, Non-Engaging Ads/Experiences=
Searches for store increase by 33%
Average online sale $45
Find her where she’s active
Fall campaign ads drive 9 million impressions
Women aged 19-29 value price over brand
78 people currently in store
1,209 active SKUs on display
Location: Traverse City, MINext nearest location 13.6 milColumbus Day is in two days
Schools may have day off
Recent searches
Coupon websiteLeather jacket customer review Top fall trends for 2014
See more. Data footprints uncover consumer intent
How to See More: Planalytics
The process of identifying intent & applying that insight toward improving brand engagement to drive measureable performance
Planalytics
Data Through a Lens of Intent
Industry Analysis
Market Maturity (local)
Market Sizing (local)
Trends and Norms
Competitive Intelligence
Brand Discovery
Competitive Marketing Strategies
SWOT
Channel Standards
Content, Mobile & Social Insights
Seasonal Nuances
Benchmarking
Audits
Consumer Insights
Sentiment Analysis
Audience Prioritization
Customer Journeys
Personas
Planalytics: How Data Informs Intent
eMarketer Forester Research comScore Experian HitwiseCompetitive
Search InsightsCompetitive
Social Insights
Brandwatch
Pla
nnin
g Inputs
Initial Intent
Hypothesis
Planning & Insights
Refined Intent
Hypothesis
Analytics +
Planning & Insights
Testing
Analytics
Analytics
Dashboard YouTube
Analytics
An
aly
tics In
pu
ts
CRM Data bluekai Axiom
A Planalytics Framework
Phases Defined Key Outputs• Client Brief
• Tech & Data Audit
• Consumer Journey
• Segmentation
• Draft Learning Agenda
• Draft KPIs
• Draft Maturity Plan
Discovery
Audience & Intent
POEM Activation &
Optimization
Establishing the foundational elements of a brand
The exploration of a brand’s business, market and audience, and the interaction with media through data analysis & insight identification
The integration of the key outputs to create a strategic marketing plan for the brand
Activation & optimization of paid, owned & earned channels
• Organizing Idea
• Performance Plan
• Brand Experience Map
• Measurement Plan
• Final Learning Agenda
• Multi-Modal Budget
• Digital Maturity Plan
• Transform Data into Actionable Future Insights
The Planalytics Return
The Intent Feedback Loop: Continuous Analytics
Audience Segmentation & TargetingGenerate audience profiles to customize & target messaging and experience
Media Valuation for Investment Decision MakingDetermine the value of each point of interaction to properly valuate & invest
Measuring SuccessUse online surveys to quantify the brand awareness lift, analyze site data to identify brand engagement changes, gather trait data for audience insights & conduct cross-channel attribution analysis to estimate the lift on primary metrics.
Quantitative OptimizationEmploy testing methodologies to determine winning ad copy, landing pages for each audience.
Budget ForecastingDetermine scenarios for media budget to maximize volume subject to an efficiency constraint (e.g., CPC, CPL)
Custom Database & DashboardMaintain database & reporting on key consumer intent metrics
Search
Search
$$
Thank You!
Michael KahnCEO, Performics Worldwide
performics.com
facebook.com/performics
@performics
