searchleeds, rob mcgowan 'audience analysis: how to understand your audience and deliver better...
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WELCOMETORESPONSEONE
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AUDIENCEANALYSISTOUNDERSTANDYOURAUDIENCE&DELIVERBETTERINTEGRATEDCAMPAIGNS
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ROBMCGOWANASSOCIATEDIRECTOR
@ResponseOneDM@herd6
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PINTOFTHEUSUAL?THEULTIMATEAUDIENCEANALYST?
And ifheisreallygood
Whatyourfriendsarehaving Whatsnackstosuggest Whatnewproductstotry Whosegoing towinthefootball Whatonearthyoudidlastnightthatyouwishhe
hadforgotten
Usedatatoshowyour knowledgeaboutcustomersandprospects
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Knowingwhoyourcustomersareandhowtheybehaveismarketing101
Witheverythingthatgoesondaytodayhowever,itiseasytoforgetaboutthecustomerasanindividualandlosefocusonwhatmatterstothem
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WHYAUDIENCEANALYSISMATTERSBECAUSENOTEVERYONEWHOVISITSTHEPUBISTHESAME
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UNLEASHINGTHEFULLPOTENTIALOFDIGITALMEDIAACTONINFORMATIONABOUTPEOPLEANDPRODUCTSNOTSESSIONS
PeoplenotUsers
Utilisehistoricbehaviouraland3rd party
data
Combinedatatoenhance
personalisationcapabilities
CRM,CRO,DISPLAY
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FINDDATAEVERYWHEREWHATEXISTSINTHEBUSINESS?
Itsnotjustwhatyouhave,itiswhatyoucouldhavewithabitofwork
Bepragmatic aboutwhatyoucanuse.Beinventive aboutwhatyoucanderive
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USINGDATAANDINSIGHTTODRIVECRMANDPAIDMEDIAINTHECINEMAINDUSTRY
DRIVINGINCREMENTALREVENUEOF
>500K
Drivingoneincrementalvisitpercustomerperyearisakeychallengefortheindustry
Understanding theaudienceiscritical butalowfrequencyofpurchasecreatesfewerdatapoints thaninsomesectors
Thechallengeistomaketheexistingdatasweat whatcanbeutilisedtodrivemorepersonalisedexperiencesinCRMandPaidMedia?
CASESTUDY
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Registrationdetails
Online transactions
Ticketpurchasehistory
Location/Auditoria info
3rd Partydata
BoxOfficedata
Pixeltrackingdata
DERIVINGNEWINSIGHTFROMEXISTINGDATADIGGINGBENEATHTHESURFACE
HOWCANYOUDERIVEANDCOMBINEVARIABLESTOCREATENEWCLASSIFICATIONS?
Film
PartySize
PartyComposition (kids,adults,students,OAPetc)
Timeofday/week
RFV
Genre
Director
2D, 3D,4D
Animation
Classification (U, PGetc)
LeadActor/Actress
Composer
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HOWCANYOUUSETHISINFORMATIONTOCREATEACTIONABLEINSIGHTS?
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ITSNOTALWAYSABOUTLOOKINGBACKWARDS
Insessiondataandsignalsofintentremainimportant
Workouthowtoincorporateliveviewsofintent,sentimentandattitude withyouraudienceanalysis
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DIGBENEATHTHESURFACEINCORPORATERESEARCHANDSOCIALDATAINTOSEGMENTS
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BEHAVIOURAL DEMOGRAPHIC CONTEXTUAL SOCIAL
DERIVINGNEWINSIGHTFROMEXISTINGDATATAGASSETSTOSTICHTOGETHERBEHAVIOURWHEREVERPOSSIBLE
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Mobileoverdesktop
3Dandlatenightshowings
Frequentcinemaattendees
FridayorSaturdaynight,notopeningweekend
Positivefeedbackonactionandcomedygenres
AGE25- 34
Highincome
Donttendtoopen emailcommunications
Enjoymoviesathome
Lookingforwardtostartingafamily
Promotions:concessions >
Sheffield,Rotherhamcinemas
LATENIGHTCOUPLES
Webtagging
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AUDIENCEANALYTICSSHOULDFEATUREEARLYINTHEROADMAPUPWEIGHTINGOTHERINITIATIVES
Profiles
Geodemographic&attitudinalsegments
BEHAVIOURAL DEMOGRAPHIC CONTEXTUAL SOCIAL
Loyalty/Value/Productsegmentation
LifetimeValue
OnsiteoptimisationProgrammaticmedia
Fusing researchandcustomersegmentation
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THEREAREMULTIPLEWAYSTOACTIVATETHISINSIGHTALWAYSONANDAD-HOCACTIVITY
Programmaticmedia
CRMRetargeting
CRMCommunications
SitePersonalisation&CRO
Prioritisecontentandchannelwithaudienceinsight
TRANSACTIONS
SEGMENTS
RESEARCHRESPONSE&INTENT
BEHAVIOUR
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GREATPEOPLEDELIVERINGEXCEPTIONAL WORK
MULTI-VARIATETESTING
Auditsitedatatoidentifytestopportunities.
Runmultiplevariationsofpagestoidentify thetopperformers.
PERSONALISATIONTESTING
Testingexecutionbasedontheindividual, utilisingaudienceinsight
LifetimevaluemodelsPredictivemodels
AttributionmodelsCustomersegmentationandprofiling
ANALYTICSAUDITANDSETUP
Akeybuilding block.
Provides foundation forrobustoutputfromtesting.
ADVANCEDUXSERVICES
AdvancedUX/UserJourneyAnalysis.
FullUXoptimisation.
UXdriven siteredevelopment.
CRO MATURITYMODELDRIVENBYAUDIENCEANALYSIS
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Mobileoverdesktop
3Dandlatenightshowings
Frequentcinemaattendees
Positivefeedbackonactionandcomedygenres
AGE25- 34
Highincome
Donttendtoopen emailcommunications
Enjoymoviesathome
Lookingforwardtostartingafamily
Promotions:concessions >
Sheffield,Rotherhamcinemas
Filmsreleased+or- 3weeks
Filmstargetedat25-34yearolds
Pre-populatewithlocalcinemas
Offerupsellingconcessions
with3Dmovies
Contentbasedonfavouriteactorsorfilms
PERSONALISINGTHEUSEREXPERIENCELATENIGHTCOUPLESUSERJOURNEY
FridayorSaturdaynight,notopeningweekend
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AUDIENCEANALYTICSWILLDRIVEMARKETINGROI
CUSTOMERANALYTICS ONBOARDING TREATMENTSTRATEGY
PROFILING+
CUSTOMERSEGMENTATION
+LIFETIMEVALUE
360 VIEWOF
CUSTOMER
CURRENTCUSTOMER
DATA
IDALLOCATION
PERSONALISATION
CONTENT OFFER EXPERIENCE
1 2
PREDICTIVEMODELLING
ROI
3
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BUTONLYIFTHEIDEA,MESSAGEANDPRODUCTAREALSOGREAT..!
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1) Delivervalue,quickly
2) Measurethedaytoday,insightfully
3) Integratedata,pragmatically
4) Createaniterativeroadmap,simply
5) Engagethebusiness,imaginatively
SOMEPRE-PUBFOODFORTHOUGHT(EATINGISNTCHEATING)HOWCANYOU
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THANKYOUFORYOURTIME