THE POWER OF PASSIVE TRACKING: A BRAND PERSPECTIVE - … · twitter pinterest 55 % 9 % peak time...

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THE POWER OF PASSIVE TRACKING: A BRAND PERSPECTIVE - "MASS MEDIA" AMANDA OTLEY DATA SCIENTIST

Transcript of THE POWER OF PASSIVE TRACKING: A BRAND PERSPECTIVE - … · twitter pinterest 55 % 9 % peak time...

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THE POWER OF PASSIVE TRACKING: A BRAND PERSPECTIVE - "MASS MEDIA"

AMANDA OTLEYDATA SCIENTIST

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If you had a window into the lives and psyche of your consumers, and even into the lives and psyche of your competitors' consumers, what could you learn about your brand?

How could you use these insights to inform future strategy and decision making toensure a crucial competitive advantage?

Kamino has the ability to help you do just this.

SKY VS VIRGINARE THEIR CUSTOMERS REALLY ANY DIFFERENT?

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DAILY MOBILE ACTIVITY

TOP CATEGORIES:

WEB VS APP DAILY AVERAGEAVERAGE DAILY ONLINE USAGE

AVG. HOURLY ACTIVITY PER INDIVIDUAL

TEXT MESSAGES AND CALLS,DAILY AVERAGE:

WEB APP WEB APP

SOCIAL MEDIA/COMMUNICATION

BUSINESS & INDUSTRIAL

NEWS

SHOPPING

ARTS & ENTERTAINMENT

EDUCATION AND EMPLOYMENT

COMPUTERS & TECHNOLOGY

BEAUTY & FITNESS

LAW & GOVERNMENT

LEISURE & HOBBIES

SOCIAL

GAMES

BROWSER

COMMUNICATION

WEATHER

PERSONALISATION

PRODUCTIVITY

NEWS & MAGAZINES

SHOPPING

MEDIA & VIDEO

SOCIAL MEDIA/COMMUNICATION

BUSINESS & INDUSTRIAL

SHOPPING

ARTS & ENTERTAINMENT

NEWS

COMPUTERS & TECHNOLOGY

BEAUTY & FITNESS

LAW & GOVERNMENT

SPORTS

EDUCATION AND EMPLOYMENT

SOCIAL

BROWSER

COMMUNICATION

WEATHER

PRODUCTIVITY

MEDIA & VIDEO

PHOTOGRAPHY

NEWS & MAGAZINES

GAMES

MUSIC & AUDIO

2 hr

4 min

4 hr

20 min

Sky customers - app visits Virgin customers - app visits

Sky customers - web visits Virgin customers - web visits

0

10

20

30

40

50

1Hour: 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24

APPS: 81.3%

WEB: 18.7%

APPS: 88.3%

WEB: 11.7%

1615

TEXT MESSAGING

3

7

CALLS

6

9

MINSDURATION

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SOCIAL MEDIA BEHAVIOR

DISPLAYING BEHAVIOUROF BEING “ADDICTED” TOSOCIAL MEDIA

CUSTOMERS ON FACEBOOK

PEAK TIME BETWEEN 7 - 8AM PEAK TIMES 8 - 9PM ON APP8 - 9AM ON WEB

LINKEDIN

11% 18%

WHATSAPP

82% 75%

35% 36%

PEAK TIME BETWEEN 7 - 8PM PEAK TIMES BETWEEN 12AM - 1PM

PINTERESTTWITTER

55% 9%

PEAK TIME BETWEEN 4 - 6PM PEAK TIMES 8 - 9AM ON APP

GOOGLE+SNAPCHAT

22% 27%

USING

USING

USING USING

USING

USING

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DIGITAL MEDIUMS USED

HOW CUSTOMERS ENGAGE ONLINE WITH THE BRANDS

DETAILED BREAKDOWN OF SKY APP USAGE

SOCIAL ACTIVITY AROUND BRAND ENGAGEMENT

STREAMING CONTENT

81%

48% 64%

APPS19%WEB

17%APPS

83%WEB

TWITTERFACEBOOK18% 7%

4%SKYGO

1%SKY MOVIES

1%SKY SPORTSFANTASY FOOTBALL

7%SKY +

30%SKY LIVE - FOOTBALL SCORE CENTRE

19%SKY SPORTS

38%SKY NEWS

SKY CUSTOMERS USE OTHERAPPS/SITES TO STREAM TV/FILMS

IN THE SAME BROWSING SESSIONIN THE SAME BROWSING SESSION

VIRGIN CUSTOMERS USE OTHERAPPS/SITES TO STREAM TV/FILMS

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A CLOSER LOOK AT DIGITAL BEHAVIOUR

Kamino allows you to track sub domain activity, at either an individual user or group level. This will show their interaction with websites, along with the search terms they are using, to create a 'digital profile' of their online life.

Below is a closer look at a 35 year old, female, ABC1, SKY Customer.All insights below have been gleaned from her web usage.

MOTHER TO A YOUNG BABY POTENTIALLY ANOTHER ONTHE WAY - ON MATERNITY

DOESN’T PURCHASEREGULARLY ONLINE

LOOKING FOR A NANNY RESEARCHES PURCHASESFOR A LONG TIME

GYM MEMBER, RUNNER& HOME EXCERCISER

COOKING FAN - REGULARLYRESEARCHES RECIPES

REGULARLY RESEARCHESFAD DIETS

REGULARLY RESEARCHESCHEAP GYM CLOTHING

INTERESTED IN A BARGIN

APPLIED FOR A CREDIT CARD NOT LOYAL TOONE SUPERMARKET

ENJOYS FILMS & REGULARYVISITS THE CINEMA

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SKY CUSTOMERS AREENGAGING WITH THEBRANDMORE THANVIRGIN CUSTOMERS

VIRGIN CUSTOMERS SPEND TWICE AS LONGAS SKY CUSTOMERS USING ONLINE SERVICES

MORE VIRGIN CUSTOMERS ARE ADDICTED* TO SOCIAL MEDIA

VIRGIN CUSTOMERSARE MORE HEAVILYUSING APPS AND ARESTREAMING MORE

INSIGHTS

107 Sky and Virgin customers (combined) were surveyed and passively tracked for a 1 week period.Participants were sourced from ResearchBods' nationally representative online research panel - SurveyBods.

There is a need for each of the brands to look more closely at their media streaming apps - considering the usability and/or the marketing of these services to understand which factors are limiting these services from engaging their customers as successfully as similar streaming apps.

NEITHER BRAND IS ACHIEVING THE MAXIMUMPOTENTIAL FROM THEIR MEDIA STREAMING APPS.

These platforms should be carefully considered as a factor in the customer journey and present potential marketing opportunities. Both of the brands' customers are spending a significant amount of time on these sites/apps throughout their day-to-day activity and alongside their usage of the brands' online services.

SOCIAL MEDIA FEATURES HEAVILY IN THE ONLINEACTIVITY OF THE CUSTOMERS OF BOTH BRANDS.

THE OPPORTUNITY FOR SOCIAL MARKETING IS SIGNIFICANT

SKY CUSTOMERS FREQUENTLY USE SOCIAL MEDIAPLATFORMS & ONE OF SKY'S ONLINE SERVICES INTHE SAME ACTIVITY SESSION

*CHECKING SOCIAL AT LEAST ONCE AN HOUR

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www.researchbods.com

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