Winning Hearts…

Kevin Spinks, Sales and Marketing Director, Net Media Planet

“15% more profit is derived from emotional campaigns versus rational based campaigns”

IPA study

PriceSuppor

tAvailab

leDeliver

y

Know Your

Customer

Reach Them

Be Personal

Know Your Customer

Search History

On-site browsi

ng

Off-site browsi

ng

Demographic

Location

Interests

Time

Device1. Gather Valuable Data

1. Gather Valuable Data

How they behave

Gender Household Income

Age Education Level

1. Gather Valuable Data

0.00%

50.00%

100.00%Female

MaleYounger Older

Sekonda

Michael Kors

Accurist

2. Understand Customer Preferences

0%

10%

20%

30%

40%

Males

Time

% o

f S

ale

s

Seasonal Event

3. Learn How They Buy

3. Learn How They Buy

4-6 months

4. Learn From All Channels

Delivery

Size

Returns

Colour

Features

4. Learn From All Channels

5. Listen To Their Language

2. Reach Them

Location

Demographic

Language

Off-site behaviour

On-site behaviour

Contextual

Time

Device

3rd party data

1st party data

Pages

Life Event

Email address

Channels

Mosaic groups

Locations

Turning signals into targeting

MotherBoyfriend

Student

MotherBoyfriend

Student

0%

10%

20%

30%

40%

% o

f S

ale

s

Seasonal Event

+55%+40

%+25%

+15%

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30 40 50 60 700.00%

50.00%

100.00%

Time after purchase

Pu

rch

ase

Pote

nti

al

Increase bids

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CyclistMotherBoyfriend

Student

3. Be Personal

MotherBoyfriend

Student

Dresses

Audience list : Mother with Daughter

Party Dresses

Experian>>Models>>Mums>> With Infant Children

Nielsen>>Lifestyle>>Affluent Families

Experian UK>>2 parent working full time, time poor

MasterCard>>In the market>>Retail>>Children's Apparel

Customer Segment

Know Your

Customer

Reach Them

Be Personal

@KevSpinks