Moderator: John Musoke, Director of Planning, XM Asia Presenters: Akshay Garg, Founding Member, Koml

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Moderator John Musoke, Director of Planning,
XM AsiaPresentersAkshay Garg, Founding
Member, KomliNick Wreden, CEO, FusionBrand
Rob Stanley, Managing Director, Asia Pacific
Japan, Responsys Asia
Segmenting for Effective Online Campaigns
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Akshay Garg

• Komli

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What?

• What are User Segments?
• Groups of users sharing one or more similar
  characteristics Gender, income, age, education,
  interests

Girls
Students
Soldiers
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Why?
Share of Voice

• Why Segment Users?
• Its all about getting to your target audience
• If you are a brand, increase your share of voice
• If you are a performance advertiser, increase
  your ROI

ROI
DR Advertisers
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How Does Segmentation Happen?
Portal e.g. Yahoo
Target users once they have logged in and filled
in some information
Panel data e.g. Comscore and Alexa
Third Party
Tracking codes on publishers e.g. Compete,
Quantcast
Tracking codes on advertisers e.g. any ad network
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Connection Between Marketing Sales
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Benefits Illustrated
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Types of Behavioral Targeting

• 1. Display-based BT Great for brand advertisers
• 2. Click-based Retargeting Great for
  DR/lead-focused advertisers
• 3. Search meets Display Great for
  DR/lead-focused advertisers ? increases
  efficiency of search spends

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Impression/ Click Retargeting
User logs onto ad network site
Has seen/clicked on Dell ad (example)
Cookie is dropped into the users browser
Dells ads are now served on sites other than
just e-commerce ones
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Search RePlay
User clicks on search based ad
Cookie is updated as user reaches the landing
page after the click 95 users do not perform
required action once they land on page
4000 sites
Serve display ads to same user across Komli
Network
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Case Study

• Pepsi worked with behavioral ad network
  Tacoda to identify health conscious people by
  looking at traffic to sites about healthy
  lifestyles over a month-long period. Then Pepsi
  arranged to place Aquafina Alive ads on some of
  the 4,000 Web sites affiliated with Tacoda so the
  ads would pop up whenever these health-conscious
  consumers visited.
• Result Threefold increase in the
  click-through rate
• Source WSJ article on 19 June, 2007

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Case Study

• Search RePlay For online advertisers, who see
  up to 95 of their sites traffic walk away
  without converting, this product offers an
  opportunity to convert this lost traffic by
  reinforcing the advertisers message. Makemytrip,
  Indias leading online travel booking portal,
  utilized Search Replay over a month.
• Result The conversion rate on clicks went
  up more than six times

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The Bugbear of BT Privacy

• Is big brother watching me?
• Depends on who you talk to

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Nick Wreden

• CEO, FusionBrand
• Asias leading data-driven brand consultancy

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PASSION!
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Nick_at_fusionbrand.com 6 03 7954-7075
Asias Leading Data-Driven Brand Consultancy
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Rob Stanley

• Responsys Asia

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Thesis

• Individualized Lifecycle Marketing is not a nice
  to have today its a necessity
• Social computing
• Consumer control of media consumption
• Segmentation, personalization, etc, from a
  corporate view can only be based on an
  organizations relationship with the consumer
  nothing else
• Lifecycle Marketing needs to be done at every
  touch point with the consumer

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Traditional Marketing Approach

• Good at
• Helping you better target your marketing
• Predicting response rates
• Optimizing spend by reducing marketing waste
• Understanding buying modalities
• Not so good at
• Answering the When question
• Lending itself to automation

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Real-Time Marketing Approach

• Good at
• Identifying new sales opportunities and changes
  in behavior
• Immediately triggering a marketing response
• Building program equity through automation
• Not so good at
• Understanding the entire customer context

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No Shrugging Shoulders Move More Marketing
Real-Time
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Increasing interactive effectiveness
In the next three years, do you think
marketing's effectiveness will increase, stay
the same, or decrease in each of the following
media?
Increasing effectiveness
Decrease
Increase
Stay the same
86
1
1

4
Social media
84
13
3
Search engine marketing
83
15
2
Mobile
Online video
83
13
4
Interactive
Game marketing
78
19
3
73
17
1
1

Interactive display ads
Email
62
23
15
Static display ads
18
41
41
Direct mail
21
37
42
Radio
16
49
35
Outdoor
15
59
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l
Traditional
Magazines
1
1

49
40
Telemarketing
1
1

37
53
T
Yellow pages
8
29
64
Newspapers
6
33
61
(percentages may not total 100 because of
rounding)
Base 235 marketers
Source Forester
Declining
effectiveness
Source Q3 2007 US Interactive Marketer Online
Survey
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Social Computing and the transforming consumer
A social structure in which Technology puts
power in individuals and communities, not
institutions
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And agencies are slowly adjusting (in response to
a gentle shove from marketers)
Source Forester
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Traditional Organizations dont work anymore
The Product Organization
The Channel Organization
Source Forester
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The customer-centric marketing organization
Source Forester
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Personas can aid organizational planning

• Created five customer group personas.
• Customized existing stores to cater to specific
  customer groups.
• Trained sales associates to recognize customers
  and engage them with specific questions.
• Created niche stores for its customer groups.
• Results
• At one "Jill" store the customer group's spending
  was up 30
• Overall, customer-centric formats 3.6 sales lift
  in FY2006.

Source Forester
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Payoff

• Increased customer interest, engagement, and
  satisfaction
• Improved ROMI
• Greater insight into the minds, needs, and
  desires of your prospects

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Consumers are picky

• Customers trust People like them, and channels
  they control

Source Forester and Intelliseek
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QA