Marketing solutions for B2C-brands

Transcription

1 Marketing solutions for B2C-brands Materials for discussion June 2018 Printed

2 Double Data is one of the leading independent digital companies in Russia offering big data solutions for large B2C-companies Double Data unique technologies allow to Find data about the company s clients in the Internet Restructure data from the open sources Develop strategic solutions for B2Ccompanies Search by data of loyalty cards, phones and s Unstructured data from the users web pages 27 out of 30 top banks in Russia Financial industry Automatic search Securely on client s side 60% of the clients 99,8% accuracy 360 о view for each client Brands and retail companies 3 out of 5 leading consulting firms, 4 out of 5 leading marketing agencies 2

3 Big data analytics helps companies in solving strategic objectives, but in this paper marketing objectives and solutions are in focus Marketing Sales Product development Risk management and operational efficiency Effective scoring Decrease in bad debt losses Fraud prevention HR automation 3

4 B2C-companies have a need to know their clients as good as it is possible to be, because this have a direct correlation with effectiveness of advertising spendings Market analysis Retail-companies spend >$80 bn per year on marketing Standard solutions Quantitative surveys Focus groups Interviews Solutions of Double Data Collection and analysis of clients data from open sources in the Internet Consumers are sharing personal info and info about their preferences themselves on the Internet for the last 10+ years ~5-7% is potential market of analytical instruments Why approach of Double Data is more effective: Time: less time-consuming Scale: large volume and detailing of data Accuracy: work with current clients and their real purchases Sources: АКАР, TNS 4

5 Merging data between Retail and social networks will enable to generate detailed analytical reports about real consumers of any product Data merging Consumers segmentation Interactive analytical reports Dbrief CRM Bank Social Data about consumers (Current, competitor or potential ) Name / Surname Town Date of birth Phone Social_id Segment and Data about the identified social networks consumers: Profiles Subscriptions and likes Photos Check-ins Friends Publications Depending on business-tasks, presence and volume of sales data, it is possible to identify consumer segments by: Product categories Product brands Frequency of purchases Quantity of purchases Average bill Loyalty and other characteristics by agreement with client 1 Sample of consumers for analysis DBrief can be formed entirely on consumer list shared by client or on agreed with client criteria, that can be extracted from open data in social networks, also it is possible to mix two of these approaches 5

6 Dbrief analytics are designed to increase efficiency of marketing activities Content of analytical report Expected results for business Socio-demographic characteristics Lifestyle Media consumption Brand attitude Attitude to public places and events Attitude to celebrities Increased efficiency of ad creative Improved targeting Increased efficiency of promo-activities Selection of optimal set of media channels for ads Prioritization of partners for cobranding activities Cooperation with the most effective celebrities 6

7 1 SOCIAL-DEMOGRAPHIC ATTRIBUTES AND FACTS Analysis of basic social-demographic characteristics help to provide deeper understanding of consumer Example of interactive report 1 about social-demographic characteristics of clients segment Consumer type Тип 1 Тип 2 City type Choose the segment Distribution by gender Age distribution Top 10 regions Average amount of friends Age median 1 interactive report is developed in Tableau and enables client to choose different analytical cross-sections as agreed 7

8 2 LIFESTYLE Interests analyzes helps to describe profiles of consumer segments, improve efficiency of ad creative and targeting Question Categories of 1 st level Categories of 2 nd level Categories of level 3+ How do my customers spend their spare time? Leisure Leisure at home Public places visits Sport Active leisure 100+ categories What are my customers interested in? Interests Animals Auto and moto Family Finance Gadgets Healthy lifestyle Movies Music Series < 10+ of other categories > 300+ categories What are beliefs of my customers? Worldview Alcohol Tolerance Social activities Religion 50+ categories 8

9 2 CASE STUDY: Analysis of interests among segments of football fans and search for triggers to attract new audience to the stadium Case description Example of analysis Industry: Sport and leisure Client: Sport club Customer base source: Loyalty cards Size of customer base: over 90 K Data type: Personal data (30%), phone (60%), (100%) Identified in social networks: 50% of fans 9

10 3 MEDIA CONSUMPTION Estimation of customer s media consumption helps to prioritize selection of high-coverage advertising channels for promotion Internet media TV channels TV shows >200 >50 >100 Radio stations Pages of popular bloggers >30 >

11 3 CASE STUDY: A search for effective promotion channels to activate consumer s segments of a large drug-store Case description Example of analysis Industry: pharmaceutical retail Client: large drug-store Customer base source: loyalty cards Size of customer base: 500 K Data type: personal data (100%) Identified in social networks: 45% of customers 11

12 4 BRANDS Analysis of consumer s attitude to popular B2C-brands and services helps to select optimal partners for co-branding activities NOT EXHAUSTIVE Food and Beverages Children s goods Electronics and household appliances Sporting goods B2C-services Pet products Household goods Financial services Beauty and self-care Computer games Auto Telecommunication Travel www Internet services Upon request of the client additional categories can be included for analysis 12

13 4 CASE STUDY: Prioritization of B2C-services considered as partners for different cardholders of a large retail bank Case description Industry: finance Example of analysis Affinity to popular B2C-services among the bank s customer segments Services Customer segments Client: large retail bank Customer base source: cardholder data base Size of customer base: over 1 mln Data type: personal data (100%) Identified in social networks: 65% of customers Customers from segment are mostly interested in services for avia tickets purchase Customers from segment are mostly interested in car-sharing services, unlike and segments Skyscanner 149% 136% 114% Aviasales 133% 107% 154% OneTwoTrip 122% 87% 126% Booking 116% 90% 111% Airbnb 113% 95% 118% Ostrovok 108% 105% 119% Foodfox 99% 84% 130% Delivery Club 99% 138% 107% Yandex Taxi 93% 80% 73% Uber 88% 37% 77% Gett 88% 57% 68% Delimobil 84% 67% 173% Belka Car 79% 70% 160% 13

14 5 PUBLIC PLACES AND EVENTS Estimation of customer s attitude to places and events helps to prioritize public activities connected with them NOT EXHAUSTIVE Health and beauty Restaurants and bars Sports and fitness Fast-food Museums and theatres Cinema Parks and public communities Concert halls Festivals Education 14

15 5 CASE STUDY: Selection of the optimal events for promo activities for different beer brands Case description Industry: FMCG Example of analysis Affinity to music festivals among different beer brands drinkers Client: beer producer Customer base source: promo activities participants Size of customer base: 700 K Data type: personal data (90%), (70%), phones (60%) Identified in social networks: 55% of clients 15

16 6 CELEBRITIES Analysis of consumer s views on celebrities helps to choose the most efficient characters for advertising campaigns Categories of celebrities analyzed by Double Data Musicians Athletes Actors NOT EXHAUSTIVE Politicians TV stars Internet stars 16

17 6 CASE STUDY: Search for the most efficient celebrity to participate in advertising campaign of the clothing brand Case description Industry: FMCG Client: large mass market clothing brand Customer base source: brand subscribers in social networks communities Size of customer base: over 500 K Data type: social network profiles Example of analysis Affinity to celebrities among customers of different clothing brands Sergey Zhukov is most preferable by audience. and evenly like Nyusha and Egor Krid. Half brands in the category have interest to Olga Buzova pay attention to fashion bloggers, but the interest of is 2 times stronger audience is familiar with DOM-2 stars better than anyone Gloomy АК-47, Ptakha and Basta are for, fancy Timati is for, both of them are 17

18 Lev Grunin Head of Big Data solutions for marketing