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

Insight to Action: Using Survey Data to Target Your Customers Through Digital Media


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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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


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


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


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%


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*


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


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


Video for Cannes Lions submission

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insight to action: using survey data to target your customers through digital media

Data & Analytics