Digital Tracking Playbook: Putting Digital Tracking into practice December 2017 DigitalTracking
Purchased cinema tickets Looked up restaurants With Digital Tracking, you can accurately gauge customer behavior and couple this with needs and intent to custom-tailor marketing plans, advertising buys, media sponsorship and event planning Digital Tracking is a permission-based tracking solution that delivers real-time and comprehensive insights into online and mobile behavior of your most important consumers. Its ability to chart customer activity and behavior is unprecedented, creating the foundation for laser-focused marketing and business strategies. When coupled with survey research it is a barometer of intent and future behavior. Googled local barbers 2
Here s How Digital Tracking Works and Collects Information A participant downloads the digital app to a device of choice The app works to track digital behavior and activities Data is collected on an ongoing basis according to project specifications Data is exported as Excel, CSV or text files Additionally, Toluna can bring its marketing expertise into the picture with analysis and final reporting Paid using smartphone Information collected includes: Device details and usage: Marketers need to know what devices are attracting users attention in order to build usability into surveys and marketing campaigns. Mobile location: Both the real-world and online location of the device is constantly charted. This is valuable information for use in conducting timely surveys and noting how events trigger behavior (See section on Event-Triggering). Online usage and measurements: It s important to understand exactly when and how long people venture online to inform timing and duration of surveys and marketing pitches. Media consumptions amounts: This helps marketers understand which media might be most useful in marketing campaigns. (For example, it can be predicted that a user who consumers more videos than print articles will be attracted to video ads.) It s all part of building a picture-perfect model of your ideal customer and knowing how to give them just what they want and have come to expect in the mobile and online universe. 3
Business Applications for Digital Tracking 1Create Deep Digital Profiles Your target audiences digital preferences and habits come into sharp focus. Tracking yields observed insights, including such details as what devices they are using, where and when they are online and what online behavior they exhibit. (For example, do they consume information about sports teams, indicating they re sports fans? Or are they frequent users of ebay and Amazon, indicating they re avid shoppers.) This information can then be combined with claimed insights (including demographic data) to draw a complete picture of your audience, leading to laser-focused digital, advertising and messaging strategies. 2Measure Mobile Ad Effectiveness By assessing campaign results in the light of demographic and devicecentric data, you can hone in on the most effective ad strategy. Digital tracking allows you to track users to specific ads, using mobile advertisement IDs. That information tells you which ads are likely to attract your target audience. The importance of observed insights from digital tracking: Skip over the what questions and move directly to the why queries, gaining a deep understanding of what drives a consumer. Exposed to car ad 4
3Understand Consumers 'Path to Purchase' Digital Tracking helps you determine exactly how target consumers find your products and your competitors, while accurately mapping their route (detailing what they re exposed to) along the way. Key behaviors that make up the journey include: Online search activity, including search terms and clickstream E-commerce website activity Shopping cart activity Sale conversions for major whitelisted ecommerce and media sites It s especially important to have a constantly evolving picture of 'Path to Purchase' because consumers buying patterns are changing faster than ever before. Digital Tracking provides a clear, distinct and always changing roadmap of the route a consumer takes to a particular purchase. Because they can now accurately understand a consumer s online journey, marketers are able to respond to these event-based triggers, surveying a consumer with questions specifically attuned to their choices. Marketers are also able to gauge the effectiveness of ad or media campaigns based on a consumer s behavior. Here s a perfect example of how Path to Purchase has changed. Let s say someone is running through a list of ingredients needed for a particular recipe and comes upon a special, hard-to-find ingredient. In the past, the amateur cook might have gone to a site specializing in unusual spices and condiments. Today, the cook might find that very same ingredient at Amazon for a greatly reduced price. This could be important information for a company selling kitchen equipment and planning a marketing and advertising campaign. 5
Purchased new hat 4Accurately Measure Media Consumption Using digital tracking, you can see exactly what individual instances of music, videos and gaming a user is consuming. You ll know their media site preferences, when and how long they were accessing media and how frequently they used the content. This information can then be combined with demographic data to tell you what media will prove most effective in fashioning marketing campaigns. Binged watched latest series Streamed playlist 5Respond Effectively to Event-based Triggers Because digital tracking allows you to track mobile location and digital behaviors, you can take advantage of opportunities for timely surveys based on purchases, media consumption, geo-location or searches. You can also flag events for deeper targeting and market segmentation. Ordered Take-out Let s say you re a travel site and you track a consumer who searched on your site, Disney.com and Travelocity, eventually making a purchase from one of your competitors. You can immediately survey them while the experience is fresh to determine why they made the choice they did. 6
Getting to know you: A deeper understanding of consumers Success for today s companies depends on a deep reservoir of competitive intelligence. Marketers need comprehensive and real-time information on what consumers are doing, thinking and even where they live and work. With digital tracking, a marketer or researcher has more information than ever before available to help build the most effective marketing strategies possible. Digital Tracking provides unprecedented insight, and the following are the types of questions people are answering with digital tracking solutions Where does our target segment spend their time online? How does our digital service perform relative to competitors among my target segments? What role are major e-commerce sites playing throughout our customer s path-to-purchase experience? How can I track ad exposure and match it to key demographic and behavioral attributes among my customers? How can I get deeper data to help understand channel marketing and optimize distribution? Bought groceries online 7
8