Breaking the Marketing Code in the Era of Media Convergence · Breaking the Marketing Code in the...

Breaking the Marketing Code in the

Era of Media Convergence

Ryan Li

Deputy Director

CTR Media & Consumption Behavior Research

September 16, 2015 Shanghai

How best to Integrate Offline and Online Data

in the era of Media Convergence?

Questionnaire data

CNRS-TGI whole year data

Annual sample size: ~100,000

Projected population: 180 million

Metered data

Continuously metered online behavior

of Internet users recruited from

amongst the CNRS-TGI samples

CNRS

CLICKSTREAM

Focus on offline media

habits, consumption and

lifestyle data

Focus on PC and mobile

network clickstream data

TV Radio

Newspaper Magazine

Internet Cinema

Other new

media

OOH

200+ product

categories / 6000+ brands

220+ lifestyle

360° Consumer Research + Internet Clickstream Monitoring

Demographics Media Habits

Product Consumption Lifestyles

Metered Data

Rich PC Website Clickstream Metrics

Overall

Category website

Specific

website

Clickstream（PC meter）

Metrics

Reach

Visited in past 4 weeks (P4W)

Visited in past 7 days (P7D)

Visited yesterday

Frequency # of days visited in P4W/P7D

Frequency of visits in P4W/P7D/yesterday

Duration

Effective time of visit in P4W/P7D/yesterday

Effective time per visit in P4W/P7D/yesterday

PV Page views in P4W/P7D/yesterday

Page views per visit in P4W/P7D/yesterday

APP

Overall

APP Category

APP Specific

Clickstream（APP ）

Metrics

Reach

# of App users in P4W

# of App users in P7D

# of App users yesterday

Frequency

# of days launched in P4W/P7D/yesterday

Frequency of launches in P4W/P7D/yesterday

Duration

Effective time of use in P4W/P7D/yesterday

Effective time of use per launch in P4W/P7D/yesterday

Rich APP Usage Metrics

Core Values of CNRS-CLICKSTREAM

all media exposure

both online and offline

The only single source database with metered data

for PC & mobile

Inherited in full the powerful

lifestyle statements from

CNRS-TGI

A Case Study

Background

Issue

Client’s need

• Market demand for SUV continues to heat

up and SUV market keeps expanding.

• Market leader brand A has mediocre

performance recently with downward trend.

• Brand B is gaining in market share at the

expense of Brand A.

• How to help Brand A optimize its marketing

communication strategies to drive up sales?

Who are the Key Target Consumers?

销售渠道驱动 .

品牌广告驱动

知晓 Attention

兴趣 Interest

欲望 Desire

行动 Action

认知-销售转化模型

销量

预购率

认知率

AIDA model

Awareness

Purchase

intent

Sales

Brand

marketing

driven

Sales

channel

driven

.

10.

20.

30.

40.

50.

15-24 25-34 35-44 45+

SUV intender Non SUV intender

How to identify SUV Core Purchase Intenders?

Sex Age Brand

Male 62%

Female

38%

Male 57%

Female

43%

34

31

35

33

32

33

CR-V

RAV4

X-TRAIL

Tiguan

ix35

Total

Avg. Age of Purchase

Intenders %

%

%

%

%

Data source: CNRS-Clickstream 2015

Shift focus from basic demographic

attributes to values

Demographic attributes only tell if consumers can afford to buy.

It’s the deep-rooted personal values and beliefs that dictate

which brand consumers will buy

Similar demographic attributes, but different

choice of cars

Lamborghini Gallardo

Benz Marco Polo

Sex: Male

Age: Post-‘70s and Pre-’75s

Occupation: Well-known performer

Income: High-end individual

——Very similar in background, but starkly different in consumption choice

Family-centered

From a value-based perspective, pinpoint

where SUV purchase intenders concentrate

I will sacrifice time with family for personal improvement

I w

ant

to g

et t

o t

he

ver

y t

op

in

my c

aree

r

Strongly

disagree Strongly

agree

Strongly

agree

Individualism

Career-minded Career-family

balance

Area concentrated with

SUV purchase intenders

totaling:

2,744,000

which accounts for

45.7%

of all SUV intenders


More brand A purchase intenders lie to the left of

the encircled area. Inside the encircled SUV

intender concentrated area, brand A lags behind

by 4.2 percentage points.

0.8% 4.3% 6.6% 6.6% 5.5%

0.7% 9.3% 13.7% 22.1% 3.3%

0.6% 4.0% 11.3% 5.8% 0.4%

0.6% 2.1% 1.5% 0.3% 0.3%

0.3% 0.0% 0.0% 0.0% 0.0%

2.4% 6.3% 2.8% 4.7% 4.1%

1.7% 10.8% 13.2% 17.9% 3.9%

0.8% 7.6% 9.4% 5.4% 1.2%

0.8% 2.0% 1.0% 2.4% 0.0%

1.2% 0.5% 0.0% 0.0% 0.0%

Comparison of SUV purchase intenders’ distribution: Brand A versus Brand B

Distribution of brand B intenders matches that of

the total SUV category. Moreover, it is 2 points

ahead in the encircled SUV intender concentrated

area.

The concentrated area amasses 45.7% of

the total SUV purchase intenders, which

is a huge potential leverage


B品牌预购人群 A品牌预购人群

Diagnosis of the Marketing Problem

SUV总体预购人群

0.0%-5.0% 5.0%-10.0% 10.0%-15.0% 15.0%-20.0% 20.0%-25.0%

Weakness area: career-minded type

63.3% of the total SUV intenders only

contributes 53.5% of the potential brand A

purchasers.

Strength area: balanced type

19.6% of the total SUV intenders

contributes 29% of the potential

brand A purchasers.

Strength area: career-minded type

63.3% of the total SUV intenders

contributes 66.2% of the potential brand

B purchasers.

Brand A

Intenders Brand B

Intenders

SUV total

Intenders


Target Audience Optimization Take career-minded consumers as the core

target consumers

Optimize advertising

strategy


Cross-Media advertising budget allocation ——Rational budget allocation based on the media habits of the core SUV

purchase intenders

Media category

% of total ad budget in 2014

Internet 59%

Radio 18%

Newspaper 11%

OOH 7%

TV 4%

Magazine 1%

Brand A advertising budget -

current budget allocation

Magazine

[值]

Radio

[值]

TV

19%

OOH

27%

Internet

26%

Newspaper

15%

Optimized budget allocation

Data source: CTR MI advertising monitoring data


OOH Advertising Strategy ——Transportation ads and LCD TV ads were underrepresented and

spend on these two types of ads should be increased

Daily reach - total Daily reach – Brand A

core intenders Index

Transportation ads 83% 84% 102

LCD TV ads 77% 81% 105

Big screen LED ads 80% 78% 98

Other OOH ads 88% 88% 100

Index: 100 is the benchmark，>100 indicates more likely than average to see the ad; <100 indicates less likely to see the ad


TV Advertising Strategy ——The variety & talent shows have high advertising value and increased

purchase of TV spots on these shows is recommended

News broadcasting is far

ahead of other TV programs

in audience reach

23%

Variety & talent shows

Sports

Foreign film and TV drama

Finance

Documentary

Index>=117

Daily coverage of

core consumers Type of programs core consumers

are more likely to watch

Index: 100 is the benchmark，>100 indicates more likely than average to watch the show; <100 indicates less likely to watch the show


TV Advertising Strategy ——Channel 1 and Channel 3 are prone to be overrated. Channel 2 covers the

highest percentage of core consumers and deserves more consideration.

23%

16% 15%

Channel 1 Channel 2 Channel 3

Daily reach - total

16% 14%

10%

Channel 2 Channel 1 Channel 3

Daily reach – Brand A core

consumers


Website Visited in P4W

(by Index) Effective average time

on site

141 91 minutes

138 105 minutes

129 80 minutes

Online Advertising Strategy ——Focus on high traffic websites visited by core consumers


Which sub-domains can better draw their attention?

Visited in P4W (by Index)

CAR 229

TECHNOLOGY 151

SPORTS 138

FASHION 110

EDUCATION 193

CAR 125

FASHION 124

SPORTS 106

HEALTH 219

SPORTS 129

ENTERTAINMENT 111

NEWS 92


13.5

9.2

5.7

3.6 3.6 3.4 2.8 2.6 2.4

1.8 0.0

2.0

4.0

6.0

8.0

10.0

12.0

14.0

16.0

Which car websites do they visit more often? Visited in P4W (%)


107 PAGES 58 PAGES

8 PAGES

3 PAGES

6 PAGES 11 PAGES

+24%

+33%

-85%

0% -27%

+100%

How often do they visit the car websites?


Which websites do they visit to watch streaming videos?


24 minutes

10 minutes

6 minutes

13 minutes

4 minutes

4 minutes

How long do they stay on the video website each

time?


More details are available in the latest CNRS-Clickstream Database

To be released in September 2015!

Release date Data period City coverage Sample size

09/2015 01/2014-03/2015 All 60 CNRS-TGI cities 92,900






Thank you |

28

Breaking the Marketing Code in the Era of Media Convergence · Breaking the Marketing Code in the...

Documents

Transcript of Breaking the Marketing Code in the Era of Media Convergence · Breaking the Marketing Code in the...