Interact 2015, Michael Kahn - Performics
0 likes871 views
This document discusses understanding consumer intent to create better digital advertising and experiences. It explains that intent is the largest marketing variable and shapes consumer interactions. Understanding intent allows creating relevant, personalized experiences. The document outlines how Planalytics uses data analysis to understand intent through identifying trends, audiences, and consumer journeys. It also describes an intent feedback loop of continuous analytics to optimize campaigns through audience segmentation, media valuation, measuring success, and quantitative testing. The goal is to leverage intent insights to improve brand engagement and drive performance.
Interact 2015, Michael Kahn - Performics
- 1. Understanding Consumer Intent to Create Better Ads & Experiences
- 2. Introduction Michael Kahn CEO, Performics Worldwide A Global Performance Marketing Agency Motivate Participation Drive Performance Optimize for Action
- 3. Agenda Why Is Consumer Intent Important? How Can We Understand Intent? • Planalytics • The Intent Feedback Loop Leveraging Intent to Create Better Performing Experiences
- 4. The Power of Intent Intent The largest marketing variable. It shapes search queries, dictates paths-to- purchase & mediates meaningful interactions with brands regardless of channel, media or content type.
- 5. Understanding intent enables creation of relevant, personalized ads/experiences
- 6. Misunderstanding Intent The Biggest Marketing Mistake Disconnected, Irrelevant, Non-Engaging Ads/Experiences=
- 7. Searches for store increase by 33% Average online sale $45 Find her where she’s active Fall campaign ads drive 9 million impressions Women aged 19-29 value price over brand 78 people currently in store 1,209 active SKUs on display Location: Traverse City, MI Next nearest location 13.6 milColumbus Day is in two days Schools may have day off Recent searches Coupon website Leather jacket customer review Top fall trends for 2014 See more. Data footprints uncover consumer intent
- 8. How to See More: Planalytics The process of identifying intent & applying that insight toward improving brand engagement to drive measureable performance Planalytics
- 9. Data Through a Lens of Intent Industry Analysis Market Maturity (local) Market Sizing (local) Trends and Norms Competitive Intelligence Brand Discovery Competitive Marketing Strategies SWOT Channel Standards Content, Mobile & Social Insights Seasonal Nuances Benchmarking Audits Consumer Insights Sentiment Analysis Audience Prioritization Customer Journeys Personas
- 10. Planalytics: How Data Informs Intent eMarketer Forester Research comScore Experian HitwiseCompetitive Search Insights Competitive Social Insights Brandwatch PlanningInputs Initial Intent Hypothesis Planning & Insights Refined Intent Hypothesis Analytics + Planning & Insights Testing Analytics Google Analytics Dashboard YouTube Analytics AnalyticsInputs CRM Data bluekai Axiom
- 11. A Planalytics Framework Phases Defined Key Outputs • Client Brief • Tech & Data Audit • Consumer Journey • Segmentation • Draft Learning Agenda • Draft KPIs • Draft Maturity Plan Discovery Audience & Intent POEM Activation & Optimization Establishing the foundational elements of a brand The exploration of a brand’s business, market and audience, and the interaction with media through data analysis & insight identification The integration of the key outputs to create a strategic marketing plan for the brand Activation & optimization of paid, owned & earned channels • Organizing Idea • Performance Plan • Brand Experience Map • Measurement Plan • Final Learning Agenda • Multi-Modal Budget • Digital Maturity Plan • Transform Data into Actionable Future Insights The Planalytics Return
- 12. The Intent Feedback Loop: Continuous Analytics Audience Segmentation & Targeting Generate audience profiles to customize & target messaging and experience Media Valuation for Investment Decision Making Determine the value of each point of interaction to properly valuate & invest Measuring Success Use online surveys to quantify the brand awareness lift, analyze site data to identify brand engagement changes, gather trait data for audience insights & conduct cross- channel attribution analysis to estimate the lift on primary metrics. Quantitative Optimization Employ testing methodologies to determine winning ad copy, landing pages for each audience. Budget Forecasting Determine scenarios for media budget to maximize volume subject to an efficiency constraint (e.g., CPC, CPL) Custom Database & Dashboard Maintain database & reporting on key consumer intent metrics Search Search $ $
- 13. Thank You! Michael Kahn CEO, Performics Worldwide Michael.Kahn@Performics.com performics.com facebook.com/performics @performics