The Colors of our Digital Lives by Piet Hein van Dam of Wakoopa - Presented at Insight Innovation...
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Piet Hein van Dam and Pascal van Hattum Wakoopa and SmartAgent, The Netherlands The colors of our digital lives @pietheinvandam Insight Innovation Exchange Latam Sao Paulo, March 2013
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In 2008 the World Federation of Advertisers published their famous Blueprint for consumer-centric holistic measurement (www.wfanet.org/blueprint). It outlines the vision, objectives and recommended actions towards the developments of a holistic measurement methodology – for truly understanding the multi-media behaviour of consumers while respecting their privacy. A century earlier, Alfred Adler published the basic principles of what later became the social-psychology theory of individual differences. This is a strong framework for understanding consumers at their ‘deepest’ level of fears, beliefs and values – providing insights into their fundamental motivations that drive (future) purchase decisions. Now what would happen when we combine both? Suppose we have the insights into consumers with the socio-psychological depth of Adler AND we have registered their total online media consumption? Wouldn’t that be the researchers’ ultimate dream? In this paper we´d like to present the results of an experiment where an emerging new technology (single source online metering) is combined with a well-known socio-psychographic segmentation method. This innovative project is a collaboration between two companies exploring the richness and application of behavioural data within market research. Respondents are invited to install a passive meter on all their online devices (pc’s, smart phones and tablets) combined with surveys on their demographic and socio-psychographic background variables. The passive metering technology was developed by Wakoopa, an Amsterdam based technology firm supplying market research agencies worldwide. The technology is an all-in-one solution for passively measuring the digital footprints of respondents across their devices (pc’s, smart phones and tablets) and across their activities (browsing, search, apps usage, ad- and preroll exposure). In a privacy conscious way. All streams are brought together in one analytical dashboard. The socio-psychographic analysis has been matured and commercialized by The SmartAgent Company, a Dutch market segmentation firm. It is known as the BSR model (Brand Strategy Research) and is applied across industries, both locally and internationally. The model contains two dimensions: a sociological axis indicating how a person relates to his social environment (from belonging to independent) and a psychological axis indicating how a person handles tensions (from extravert to introvert). The resulting four quadrants give four motivational clusters: Vitality, Harmony, Security and Manifestation. Each of these consumer quadrants having it’s unique needs, motivations and products or services and communication requirements. And for the sake of clarity and communication, each of those segments has it’s own colour code (blue, red, yellow and green). In this paper we present the results of this experiment. How does the online media consumption differ across the four motivational
Transcript of The Colors of our Digital Lives by Piet Hein van Dam of Wakoopa - Presented at Insight Innovation...
Piet Hein van Dam and Pascal van Hattum
Wakoopa and SmartAgent, The Netherlands
The colors of our digital lives
@pietheinvandam
Insight Innovation Exchange Latam
Sao Paulo, March 2013
InnovativeChallenge
Freedom
PassionCreative
Self expressionVital
ManifestationAmbitious
Success
Status
Career
BusinessControl
HarmonySpontaneous
SocialCozyHelpful
FamilyInterested in others
SecurityCalm
Rest
StructureTraditional
IndependentPrivacy
extravert
introvert
ego
group
Innovators
Early adopters
Early majority
Latemajority
Laggards
User side measurement
behavior
-20% -10% 0% 10% 20%
apple.com
Unique visitors
-20% -10% 0% 10% 20% 30%
search: apple
Unique visitors
-50% 0% 50% 100%
apple banner ads
Unique visitors
Apple is well positioned across different online channels
- Underrepresentation Overrepresentation +
-15% -10% -5% 0% 5% 10% 15%
Apple email campaign black Friday (23-11-2012)
Unique visitors
Apple’s Black Friday email campaing was not effective
Reach rose from 25% to 45%.
75% of the newly acquired visitors left the Apple.com homepage directly without entering the site.
Average length of the visit decreased from 7.0 to 1.8 pages per visit.
Far too less to buy an iPad.
Hyves is Facebook’s local alternative and is dominated by Green (security)
50% 100% 150%50%
100%
150%
hyves.nl
time on site
atten
tion
span
50% 100% 150%50%
100%
150%
facebook.com
time on site
atten
tion
span
Yellow (harmony) prefers Facebook, Red (vitality) is also notable
Linkedin has created a strong footprint in Blue (control)
0% 100% 200%0%
100%
200%linkedin.com
time on site
atten
tion
span
-20% -10% 0% 10% 20%
volvo banner ads
Unique visitors
Volvo’s online ad campaigns targetBlue (control) and Green (security)
- Underrepresentation Overrepresentation +
-40%-20% 0% 20% 40% 60%
volvocars.com
Unique visitors
-20% -10% 0% 10% 20%
volvo banner ads
Unique visitors
Yet, only the Blue (control) segment visits the Volvo website
- Underrepresentation Overrepresentation +
Coupling digital footprints with people’s motivations helps to connect the dots
• Facebook shows that it is possible to target personsfrom both the Yellow (harmony) and the Red (vitality) segment at the same time.
• Linkedin shows that you can make a globalproposition for more than 200 million Blue (control) persons.
• Volvo shows that the brand image and the payoff need to be in line in order not to confuse their target audience.
Passive measurement systems to better reflect holistic consumer communication behaviour and consistent sources of information for a better understanding of the relationship between shopping and media usage.
Next steps
Shopper and ad conversion
What is the actual buying- and click-behaviour of the different segments?
Behavioural modelling
Can we predict one’s deepest
drivers by looking at his
online behaviour?
@pietheinvandam
Thank you for your attention!
