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Behavior Data in a Survey World (and vice versa)
Nicolas Brézet
SVP, Head of Behavioral Data Group
Ipsos
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Brand Consumer
The challenge for marketers: how to interact, engage, and sell more to our consumers in this fragmented digital world…
App Mobile WebTablet PC
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59 34 28 51 23 41 33 12 89 10 11 42 19 41
35 31 23 17 40 30 41 23 42 54 14 37 21 31
6am-8am 8am-10am 10am-12pm 12pm-2pm 2pm-4pm 4pm-6pm 6pm-8pm
Desktop/Laptop
Smartphone/Tablet
Marketers are seeking a holistic understanding of consumers’ multi-platform digital behavior, touchpoints, activities and content consumption
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The world is awash in data, but data is not born to be meaningful…it has to be made so.
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Data Interpretation
Data Analytics
Data Management
Survey Behavioral Meter
Ipsos Unified Advanced Data analytics
What?
Why?
Who?Where?When?How?
Today single-source data can’t tell the whole pictureThe Ipsos Unified Advanced Data Analytics framework uniquely combines all data sets and provides unique insight.
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Our panelists accept to download a specific App or software on their smartphone and/or PC (meter) and we record their online behavior in real-time during the duration of the project.
Metered Technologyand Data Collection
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Apps
Including Name, date/time,
frequency and duration of native and 3rd party apps
Websites
Including URL(HTTP and
HTTPS), date/time,
frequency and duration
Search
Search terms employed across
major search engines
In App Video
On Site and In-App videos
viewed e.g. On YouTube , NetFlix.
Amazon videos
Texts: Frequency, date/time
Calls: Calls placed, Calls received, Duration, Answered, Ended
Device & System Info:OS, Device model,
.
We capture digital data on PCs and Smartphones More than 50 key metrics -- all of which can be linked to declarative surveys
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TT0 Week 1 Week 2 Week 3 End
Digital Tracking ( PC, Mobile , PC + Mobile)
We combine Survey and Digital data
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Case study #1: Food flavor and spice - Individual path to purchase Qualitative Mini Moment: How to cook/smoke meat?
20sec
1.6min
22sec
50sec
6.7min
30sec
52sec
3.4min
1.1sec
32sec
60sec
22sec
5.2min
10:57PM10:58PM 11:00PM
11:00PM
11:01PM
11:23PM
11:25PM
11:28PM11:30PM
11:30PM
11:32PM11:32PM
GOOGLE.COMSearched for Liquid Smoke
CHOWHOUND.COMRead blog post on “Liquid Smoke or Not”
INSTACART.COM/ WHOLE-FOODSChecked product page for Wright’s Liquid Smoke
GOOGLE.COMSearched for Liquid Smoke Substitute
VARIOUS SOURCESLiquid Smoke alternatives, substitutions, and a recipe
for hickory smoke salt.
GOOGLE.COMSearched for Smoking
Wood Chips in Oven
CHOWHOUND.COM / LIVESTRONG.COM
Read blog post on “Home-Smoking Meat Without a Smoker – It Can Be Done!” and an article on “How to Smoke Meat in the Oven”
YOUTUBE.COMVideo for “Oven Smoked
Ribs – Mark Bittman”
GOOGLE.COMSearched for
Smoked Salt)
GOOGLE.COMSearched for client Smoked Salt
AMAZON.COMViewed product page for CLIENT SMOKED Sea Salt Grinder 2.39oz (5 Pack)
CLIENT.COMViewed this same product SMOKED Sea Salt Grinder) directly on the brand’s website
CLIENT.COMSpent time browsing recipes, including Low Sodium Chicken Skillet with Spinach and Tomatoes
6/19/16
11:37PM
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Family cooking Healthy living Practicality
Meat & Seafood 14%
Recipes 13%
Baked Goods & Pastries
11%
Produce 10%
Food Stores 7%
Grains, Noodles, & Rice
5%
Meat & Seafood 13%
Diet & Nutrition 12%
Produce 11%
Recipes 7%
Cereal & Breakfast Food
7%
Baked Goods & Pastries
6%
Food Stores 13%
Recipes 8%
Baked Goods & Pastries
8%
Snacks & Candy 8%
Cereal & Breakfast Food
8%
Meat & Seafood 7%
Case study #2: Food flavors and spice – Comparative search by segment Food Related Website Behavioral Segmentation: Food Related Search Terms Used
Top Search Categories by Segment
Insight / Recommendation: Cost per click / cannot be the only rational, prioritize also according to consumer segment targets
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Case Study #3: Beauty Brand Online Journey – In-store purchasers
Insight / Recommendation: Brands website drive traffic to online retailers, including for in-store purchasers (pharmacy). Marketing Budget / time allocation
18%
Massbrand
website
Selectivebrand
website
Dermocosmetic
brand website
Retailer/Pharmacy
Search
FacebookBrandpage
GenericSkincareSearch Brand
Search
HealthSpecialised
media
ConsumerReviews
BeautyBlogs
33%
18%
17%
41%
47%
43%
Online Pharmacies
Global Beauty
RetailersWomenonline Press
17%
11%
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20%
60%
Interest Exploring
Considering
Evaluating
TELECOM PROVIDER
MOBILE HARDWARE
TELECOM NEWS & REVIEWS
SEARCH
BROADBAND/ WI-FI
INTERNET DATA & SIM CARD 10%
10%
10%
27%
9%
18%
36% 78%
9%
50%
63%
17%
50%
Purchased
Decided
40% 18%
MOBILE PREPAID
9%
11%
11%
22%
33%
22%
9%
27%
27%
18%
33%
33%
18%
Case study #4 : Telco Vertical Online Touchpoints During the Decision Path
Insight / Recommendation: Digital touchpoints have different roles in the Consumer Path to purchase, prioritize your investment and adapt your creative
Reach by Shopping Phase
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Case study #5 : Electronic deviceMinutes per Visit by Shopping Phase
Insight / Recommendation: Key role Manufacturers website at evaluation phase with long visit => focus content and performance, characteristics and tutorial
Exploring Narrowing Evaluating Ready to Buy1 2 3 4
Reviews
AmazonMass/Club
Tech retailerManufacturer
Online Marketplace
Discount Site
15<20 min.
10<15 min.
5<10 min.
<5 min.
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Fird
TV/Radio: ACR (Audio Capture and Recognition) : which TV content and Commercial exposure ( live TV, DVR, OTT)
Geo Localization: Which place ? Which store visited? Which o exposure?
Purchase: Which In store and online purchases : Receipt scanning, loyalty program, credit card data appending?
Survey
What?
Why?
Ipsos Unified Advanced Data Analytics
Data Collection
Data Merger and Refinement
Insight Activation
Who?Where?When?
TabletPhone PC GeoTV/Radio PurchaseWeb AnalyticsCRM
Data Management
Data Interpretation
Data Analytics
CRM: Which product purchased and loyalty segment
Web Analytics: Which behavior on your digital properties
First part data:
How?
What’s next?Appending multiple Behavioral sources to Survey data for an holistic unified picture
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Thank you!