DIGITAL TRACKING PLAYBOOK:

Transcription

1 DIGITAL TRACKING PLAYBOOK: LEVERAGE BEHAVIORAL DATA TO ADDRESS BUSINESS CHALLENGES September 2018

2 WHAT IS DIGITAL TRACKING? Toluna Digital Tracking is a single-source permissionbased solution that provides unprecedented real-time insight into online and mobile consumer behavior. Used alone, or in combination with other research methodologies, behavioral data with Digital Tracking provides the most robust insight available in the market today and drives intelligent business strategies. WHY DO COMPANIES BENEFIT BY APPLYING DIGITAL TRACKING? Digital Tracking helps companies optimize their marketing channels, reduce costs, and increase ROI by understanding where consumers really are online and uncover ineffi ciencies or new opportunities to maximize marketing spend. corporate.toluna.com 2

3 DIGITAL TRACKING FITS YOUR NEEDS Digital tracking can be used to address many of your business challenges, including; In the following pages, we will provide you with information about how digital tracking is best applied. Online Journey & Path to Purchase Digital Tracking provides a clear, distinct roadmap of the route consumers take to make a purchase - helping you to understand their ever-changing buying patterns. Digital Segmentation & Consumer Online Profile Drive intelligent business strategies with rich online profiles and robust market segments developed from behavioral data. Brand Awareness & Competitive Landscape Brand awareness data that is collected through Digital Tracking helps companies understand if consumers are engaging with their brand, with competitors, or both. corporate.toluna.com 3

4 1 ONLINE JOURNEY & PATH TO PURCHASE Digital Tracking provides a clear, distinct roadmap of the route consumers take to make a purchase - helping you to understand their ever-changing buying patterns. Behavioral data with Digital Tracking helps you determine exactly how target consumers find your products and those of your competitors, while accurately mapping their route along the way. Are our marketing dollars on AdWords, etc. driving purchase? Can our products be found where our customers are shopping? Where do consumers buy our products? corporate.toluna.com 4

5 1ONLINE JOURNEY & PATH TO PURCHASE Event Based Triggers We would like to understand how consumers purchase pet food online BUSINESS CHALLENGE This pet food manufacturer wanted to understand how consumers purchased pet food online. By gaining a clearer understanding of their target segment s path to purchase, they could develop a cohesive marketing strategy to reach these consumers when and where they spend their time online, and launch promotions to trigger a purchase. SOLUTION Using data collected from their target s online search activity, ecommerce website activity, and shopping cart activity, marketers created a comprehensive online journey enabling them to better understand how consumers purchased their product. IMPACT The resulting data was used to provide a roadmap of the route consumers took that led to a purchase. Their digital strategies and spend were tailored as a result which led to an increase in their ecommerce sales. Search Consideration Purchase After Purchase Customer Touchpoints Search and information gathering is exclusively on retailer s web/app Action Level Data Customer Need Search by brand Exit purchase Replenishment Trust what I know No surprise Relax, plan next one Shopping Diaries Opportunity DISRUPT Promo on retailer Specific Coupon DIVERT Create interest Change habit SUPPORT Verify choice Follow up promo PRESENCE Online add CRM Motivation & Emotions corporate.toluna.com 5

6 2DIGITAL SEGMENTATION & CONSUMER ONLINE PROFILE What are the top online categories that they are consuming Drive intelligent business strategies with rich online profiles and robust market segments developed from behavioral data. With behavioral data, you can see online daily routines, time spent on apps/sites per vertical, top apps by usage to name a few. What is their digital profile? June July August September October November December What do they do day/night? What is their online daily routine corporate.toluna.com 6

7 2DIGITAL SEGMENTATION & CONSUMER ONLINE PROFILE Digital Attributes Analysis We would like to understand what users are doing throughout the day on other online services; what their digital day/routine looks like? And, if our competitors users act differently BUSINESS CHALLENGE A music streaming service was looking to gain a better understanding of users digital behavior through web access of music. They were looking to track their own customers, as well as those of two competing services, to gain a competitive advantage, improve subscription pricing strategy, and leverage digital ad sales to increase market share. SOLUTION This project tracked web and app usage via mobile device to gain a broad understanding of overall digital behavior and to develop a better digital segmentation. Target audience for this engagement included users who have an active membership with at least one of the top three streaming music services. IMPACT The resulting data was used to provide a 360 customer view. Their business and marketing strategies were tailored as a result which led to an increase in their market share. Behavioral Data provides a 360 view to develop robust online profiles and segments. Online Touchpoints & Routines Segmentation Analysis corporate.toluna.com 7

8 3BRAND AWARENESS & COMPETITIVE LANDSCAPE How are people searching for our brand? Brand awareness data that is collected through Digital Tracking helps companies understand if consumers are engaging with their brand, with competitors, or both. Where are they engaging online with the brand? How are we positioned with our competitors? How are we performing to our competitors in the target market? corporate.toluna.com 8

9 3BRAND AWARENESS & COMPETITIVE LANDSCAPE We would like to understand how our consumers find us online? Main Touchpoints Patterns BUSINESS CHALLENGE SOLUTION IMPACT Motivations & Emotions A cosmetics manufacturer wanted to understand how consumers find their cosmetics brand online. By gaining a clearer understanding of their target segment s online behavior, they could develop a plan to reach these customers when and where they spend their time online, and with content and promotions best suited to trigger a purchase. Using Behavioral Data, the team was able to understand what search terms were effective and what were the top retailer sites (ranked by number of purchases) giving them better insights into where consumers are online. The Behavioral Data that was collected and combined with their demographic data, highlighted to the team that they should spend their marketing dollars very differently to increase their brand awareness. As a result of the insights and strategy change, the team increased their online revenue by 14%. TRADITIONAL METHOD: Claimed behavior Search Terms ADD BEHAVIORAL DATA: Track and measure actual behavior to provide the full picture. Top Sites Action Level Data corporate.toluna.com 9

10 TOLUNA DIGITAL TRACKING Global reach, operating in 12 markets and can easily expand based on Toluna s big, online community Best-In-Class Technology Mobile in-app and in-site tracking User experience with higher conversion/retention rates corporate.toluna.com 10

11 UNSURPASSED GLOBAL DIGITAL TRACKING CAPABILITIES Real-time access to the world s largest social voting community 21M+ HIGHLY-ENGAGED CONSUMERS ACROSS 68 MARKETS 5.3+ Million Members North America 5.3+ Million Members EMEA 9.3+ Million Members APAC 1.1+ Million Members South America 351,000 Members MENA US UK Brazil Italy France Germany Spain India Australia Singapore Thailand Indonesia and we are working on China & Malaysia corporate.toluna.com 11

12 For more about digital tracking visit corporate.toluna.com