Addressable Customer Experience - Audience Insights and Strategy
Audience Insights You Must Investigate
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AUDIENCE INSIGHTS YOU MUST INVESTIGATE
#NetBaseA3D @NetBase
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WELCOME
Christopher Leet Sr. Director Product Marketing
NetBase
#NetBaseA3D @NetBase
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AGENDA
•! NEW WAY TO UNDERSTAND YOUR SOCIAL CONSUMERS
•! A NEW AUDIENCE 3D APPROACH
•! SUCCESS STORIES FROM 7-ELEVEN
•! SUMMARY
#NetBaseA3D @NetBase
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CONSUMERS EXPECT BRANDS TO L ISTEN, UNDERSTAND, AND ACT
Source: Adroit Digital, Mar. 2014 based on answers from 2K millennials
Brands willing to change based on consumer opinion
Open dialogue through social channels
Become less about the brand, more about the consumer
52%
44%
38%
@NetBase #NetBaseA3D
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Market positioning identifier
AGE OF
YOU
Valuable business assets
Deliver satisfying and differentiated
experiences
Recognize the human in the data to
satisfy the “Mecosystem”
Source: Interbrand’s 15th annual Best Global Brands Report, Oct 2014.
The Evolution of the Brand & Consumer Angle
AGE OF
EXPERIENCE
AGE OF
VALUE
AGE OF
IDENTITY
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SOCIAL IS A GOLD MINE OF CONSUMER INFORMATION
1B
80M
500M
311M
86K HRS
38M
CONTENT CREATED DAILY
@NetBase #NetBaseA3D
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THE PROBLEM
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#NetBaseA3D @NetBase
THE DEMOGRPAHIC APPROACH
•! Born 1948; grew up in England
•! Married twice •! 2 children •! Successful in
business •! Wealthy
Person 1 •! Born 1948; grew up
in England •! Married twice •! 2 children •! Successful in
business •! Wealthy
Person 2
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#NetBaseA3D @NetBase
THE DEMOGRPAHIC APPROACH
•! Born 1948; grew up in England
•! Married twice •! 2 children •! Successful in
business •! Wealthy
Person 1
@NetBase
Ozzy Osbourne
•! Born 1948; grew up in England
•! Married twice •! 2 children •! Successful in
business •! Wealthy
Prince Charles
Person 2
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Your brand lens is only a tiny fraction of your audience’s full conversation.
Fractional View
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#NetBaseA3D @NetBase
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INTRODUCING AUDIENCE 3D
Go beyond the industry’s standard flat analytics. Gain the entire, dimensional social story— and a profound
understanding of your audience to deliver real value. !
#NetBaseA3D @NetBase
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#NetBaseA3D @NetBase
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FROM
Dated proxies
Inaccurately ASSUME what might
drive a specific audience
TO
NEW NetBase Audience 3D
Accurately KNOW what’s driving an
audience, right now
Psychographic dimensions See in real-time
Feel-alike, Want-alike, Do-alikes All Happening in 42 languages Worldwide
Focus groups Surveys
Look-alike demographics White papers, reports, syndicated research
#NetBaseA3D @NetBase
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AUDIENCE 3D CAN CHANGE YOUR BUSINESS
Marketing Strategy Content & Creative Development
Targeted Advertising
Get a dimensional understanding of your
consumer.
Develop audience-centric content that will resonate.
Deliver the right message to the right audience at the right time—then
track and measure it.
#NetBaseA3D @NetBase
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AGENDA
•! NEW WAY TO UNDERSTAND YOUR SOCIAL CONSUMERS
•! A NEW AUDIENCE 3D APPROACH
•! SUCCESS STORIES FROM 7-ELEVEN
•! SUMMARY
#NetBaseA3D @NetBase
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HOW IT WORKS
Then use the results for your next move!
3 . TA R G E T
1 . D E F I N E
2 . K N O W
#NetBaseA3D @NetBase
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Keyword Mentions
Pre-existing List
Followers
D E F I N E Y O U R A U D I E N C E
Build the specific audience you want to know and target with Twitter data.
!
Email to ID Conversion
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K N O W Y O U R A U D I E N C E
Star Wars™ usage and attitude!
@NetBase #NetBaseA3D
Usage and Attitude
Indexing
Custom Analysis
Twitter Insights
#NetBaseA3D
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K N O W Y O U R A U D I E N C E
Unlock real-time psychographic insights to understand every layer of your audience.
@NetBase #NetBaseA3D
Usage and Attitude
Indexing
Custom Analysis
Twitter Insights
#NetBaseA3D
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CUSTOM ANALYSIS
A S K Y O U R O W N Q U E S T I O N S A B O U T Y O U R A U D I E N C E
W h e r e a r e t h e y e a t i n g ?
W h a t a r e t h e y w a t c h i n g ?
W h o a r e t h e y l i s t e n i n g t o ?
@NetBase #NetBaseA3D
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TRENDING D I S C O V E R H O W A U D I E N C E I N T E R E S T S C H A N G E
O V E R T I M E
2 Q 2 0 1 5 3 Q 2 0 1 5 4 Q 2 0 1 5
#NetBaseA3D @NetBase
1 Q 2 0 1 5
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INDEXING R E A L - T I M E I N S I G H T S I N TO W H AT I S U N I Q U E
A B O U T Y O U R A U D I E N C E
#NetBaseA3D @NetBase
Star Wars™ vs. Gen Pop – Movies & Shows
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+ F I R S T A C C E S S TO T W I T T E R ’ S N E W A U D I E N C E D ATA
#NetBaseA3D @NetBase
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TWITTER INSIGHTS L E T S Y O U K N O W I N T E R E S T S & AT T R I B U T E S O F
A N Y A U D I E N C E A N Y T I M E
#NetBaseA3D @NetBase
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DEMOGRAPHICS D E M O G R A P H I C I N S I G H T S I N TO G E N D E R , A G E ,
I N T E R E S T S , P R O F E S S I O N , E T H N I C I T Y
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TA R G E T Y O U R A U D I E N C E
Reach your expanding consumer group to drive meaningful growth.
#NetBaseA3D @NetBase
Engaging Content
Partnerships & Sponsorships
Tailored Audiences
Loyalty Programs
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M E A S U R E
Tie social to strategic campaigns with advanced campaign performance metrics.
#NetBaseA3D @NetBase
Earned Metrics
Owned Metrics
Paid Metrics
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@NetBase
Nutella
Pizza
Star Wars / BB-8
Across Age
Adele
#NetBaseA3D @NetBase
Football Across Age Across AgeAcross AgeAcross AgeGotham
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AGENDA
•! NEW WAY TO UNDERSTAND YOUR SOCIAL CONSUMERS
•! A NEW AUDIENCE 3D APPROACH
•! SUCCESS STORIES FROM 7-ELEVEN
•! SUMMARY
@NetBase #NetBaseA3D
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#NetBaseA3D @NetBase
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#NetBaseA3D @NetBase
SLURPEE LAUNCH OBJECTIVES
IDENTIFY AUDIENCES WHO WOULD LOVE THE NEW FLAVOR
CREATE PERSONALIZED MESSAGING FOR EACH SEGMENT
EXTEND REACH AND INCREASE FAN ENGAGEMENT
1
2
3
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#NetBaseA3D @NetBase
7 -ELEVEN SLURPEE LAUNCH
Identified Slurpee, SOUR PATCH Kids, Sour Food and QSR Fans
Developed personalized messaging for each segment
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7-ELEVEN SLURPEE LAUNCH RESULTS
Higher engagements
3M unique fans
2X Engagement rate
#NetBaseA3D @NetBase
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7-ELEVEN SLURPEE LAUNCH ONE OF THE MOST SUCCESSFUL ACTIVATIONS
#NetBaseA3D @NetBase
With NetBase Audience 3D, we were able to identify passionate audience segments that would love our new
Slurpee. This helped us extend reach by 3 million users and increased engagement by 2X, making this one of the year's
most successful activations.”
- Matthew Schmertz, Senior Manager of Digital Marketing
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A LOOK INTO LOYALTY
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CONSUMERS ARE ADOPTING LOYATLY PROGRAMS FASTER THAN EVER
Source: Colloquy, Feb. 2015
2.1 Billion
2.6 Billion
3.3 Billion
@NetBase #NetBaseA3D
2010
2012
2014
Total U.S. Members
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BUT ONCE SIGNED UP, MEMBERS USUALLY JUST! FADE AWAY
Source: Colloquy, Feb. 2015
@NetBase #NetBaseA3D
Inactive Members
58%
The Average US household is enrolled in 29 loyalty programs… but active in only 12
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#NetBaseA3D @NetBase
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#NetBaseA3D @NetBase
7-ELEVEN LOYALTY AUDIENCE OBJECTIVES
HOW SHOULD I SPEAK TO MY LOYAL AUDIENCE
1
2
3
IDENTIFY RELEVANT PRODUCTS TO PROMOTE
HELP ME UNDERSTAND MY LOYAL AUDIENCE
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#NetBaseA3D @NetBase
7REWARDS AUDIENCE APPROACH
Loyalty program members mapped to Twitter handles
Discovered unique traits and consumption habits of loyal customers
Informed creative and messaging for mobile
campaigns
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7-Eleven used Audience 3D to discover the unique traits and habits of loyal customers for highly personalized and targeted marketing messaging.
7 -ELEVEN LOYALTY AUDIENCE ANALYSIS
Interested in promos & giveaways
Breakfast & coffee are popular topics
Communicate with strong emotions
#NetBaseA3D @NetBase
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7-ELEVEN LOYALTY AUDIENCE ANALYSIS
#NetBaseA3D @NetBase
Audience 3D dimensionalizes our customer understanding in new & valuable ways.!We are able to uncover real personality
traits, interests, and consumption habits above and beyond our in-store data.!This real-time knowledge drives immense value in
developing highly impactful and engaging marketing programs.
- Matthew Schmertz, Senior Manager of Digital Marketing
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AGENDA
•! NEW WAY TO UNDERSTAND YOUR SOCIAL CONSUMERS
•! A NEW AUDIENCE 3D APPROACH
•! SUCCESS STORIES FROM 7-ELEVEN
•! SUMMARY
#NetBaseA3D @NetBase
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A HEART-TO-HEART WITH MILL IONS.
Tap into a custom audience for goal-specific insights, harder hitting custom creative, and campaigns that will heighten
customer engagement—and your bottom line.
#NetBaseA3D @NetBase
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B R A N D N E W & O N LY F R O M N E T B A S E
A U D I E N C E 3 D
Learn more at NetBase.com | call 1-855-762-6764