elevate your research with behavioral data
Post on 23-Jan-2015
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Melanie Courtright SVP, Client Services, Americas
Elevate Your Research with Behavioral Data
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Agenda
What is Behavioral Targeting?
Where does it apply?
Is it feasible?
How does it compare?
How is it different?
How does it work?
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Behaviorally Targeted SurveysSurvey panelists based on website visitation
Survey visitors of virtually any website URL and 150+ categories of websites
Survey and segment panel members based on visitation frequency (i.e., heavy, medium and light)
Survey customers and prospects based on their cross-website visitation
Target customers and prospects based on website visitation
Combine survey-based profile data with behavioral data to target respondents with more precision
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What People Say
Profiling & Screening
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What People Do
Behavioral data
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Applications
Screening CriteriaUse site visitation data as an additional or alternative screening tool to better identify your audience
Site Visitation UnderstandingSurvey site visitors based on frequencyof site visitation
Competitive IntelligenceSurvey visitors to your site vs. yourcompetitors’ sites
Intent to PurchaseIdentify purchase intenders by website visitation
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Behavior-based Targeting CategoriesOver 150, including …
Automotive Shopping Business & Finance Real Estate Education Movies Games Books Performing Arts Television
Food & Beverage Lifestyle Gambling Government & Politics Health & Medical Fashion IT News Department Stores Sports
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Key Metrics:
How does it work?
The OnDimension panel is a subset of the Research Now panel whose members have opted in to have their online behaviors tracked via a desktop app downloaded to their PC.
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OBJECTIVE 1
The Research Challenge
2 main objectives:
Identify auto intenders at the early stage of the decision making process
CASESTUDY
OBJECTIVE 2
Understand the purchase process
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Audience UnderstandingOnline Behavior
PERIOD
Prior 30 days
SOLUTION
Meter technology & base profiling to identify panelists who have visited a set of automotive websites.
CASESTUDY
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Auto Intenders
2,500 completes, split behavioral and screened, where screening demos were matched to natural fallout of behavioral data (55% male, 15% under 35, 25% under $50K)
Purchased a Vehicle
Intend to Purchase Vehicle
Gather auto info online
Ford Considerers
Ford Buyers
Gather auto info online
Ford Considerers
17%
23%12%
86%
31%
14%
91%
30% 32%
92%
86%
27%
13%
CASESTUDY
29%
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Audience UnderstandingOffline behavior
SOLUTION
GPS mobile technology & base profiling to identify panellists who have visited dealerships.
PERIOD
Prior 30 days
CASESTUDY
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Auto IntendersMember Visits
64% Intenders
71% Online Searchers
CASESTUDY
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What else?
Other website visits Mobile apps Mobile site visitation
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More Case Studies
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Competitive Intelligence
CASESTUDY
SOLUTION
Using the OnDimension panel, we identified and surveyed members who visited the client’s website and a competitive set of websites based on frequency.
LEARNINGS
The client obtained detailed findings on attitudes about competing websites and was able to gain insights to inform their marketing efforts and messaging / production selection.
PROBLEM
A major online retailer was looking to understand competitive shoppers, rejecters and switchers.
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Intent to Purchase
CASESTUDY
SOLUTION
Using the OnDimension panel, we identified members who had visited a cruise website in the past 90 days. We then used survey questions to validate those in-market and gauge their motivations.
LEARNINGS
The client gained insights into key drivers of the purchase process and why customers were not considering certain cruise lines.
PROBLEM
A major cruise line was looking to survey people in the market for a cruise to understand their decision criteria.
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What’s next?
Single-Source Panel
− Highly profiled
− Online metered
− Mobile metered
− and more …
Integrated Data
Purchase Data
Questions?
Thank you!
Melanie Courtright
DigitalUS@researchnow.com
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