Data Mining - Audience Association and Clustering Analysis

Bronze
CAMPAIGN
Volkswagen dCRM Project
AGENCY
Hacker Agency
CLIENT
Volkswagen China
BRAND
Volkswagen China
DETAILS
One of the biggest challenges that all marketers meet right now is in the dynamic digital ecosystem, the consumers’ purchase journey is becoming complex and hard to be traceable.

How we can understand the consumer’s aspiration in the digital world and identify these who might be the next customer? How can we build up a more comprehensive consumer profile by aggregating the possible and relevant data?

We have helped Volkswagen develop advanced analytics model to build different personas to reflect how the different consumers look like. In addition to that, to score the consumers’ quality and attention index by analysing their recent behaviour in the digital space, social, website and mobile, their response history to the communication, etc. Volkswagen can easily identify who will be in the good segment for the lead generation, who will fall into the lead nurturing program and who will be staying with the brand communication. 

These both analytics models provide the foundation to Volkswagen to plan and to execute data-driven marketing practices. The prospect and lead conversation rate has been increase over 50%, ROI increases and media efficiency is improved. 
CAMPAIGN
Finding Intel Qualified Prospects in Real Time
AGENCY
OMD China
CLIENT
Intel
BRAND
Intel
DETAILS
Intel had the challenging task of persuading IT decision makers to choose Intel. From product searches to assessment and finally purchase, the customer decision process is complicated and lengthy. The information that potential customers search for varies according to context and time, so Intel needed an effective online solution to influence these prospects’ purchase intent in real time. The even bigger obstacle was that third-party ad tracking platforms in China were separate from each other. We needed to fully analyse audience data from a number of different sources to be able to engage Intel’s prospects in real time throughout the purchase journey and drive them to Intel’s landing pages.

We helped Intel by building an innovative campaign to influence IT decision makers at every point of the journey through co-creating a business within Google’s media network that reacted to their behaviours in real time. We collected contextual cookie level data, dynamic advertising data, onsite data and third-party research data. Using data of diverse metrics, we developed a real time data analytics strategy to optimize campaign implementation to achieve the campaign objective with the best ROI results.

Over 100 articles were tactically served at specific points of the consideration cycle. We also identified the optimal balance for ads relevancy performance and engagement rate – the balance between large volumes of prospects served with low content relevancy, and small volume but highly engaged prospects. Throughout the process, our integrated technology solution and real time analytics informed the campaign criteria. This meant that we served the best matched content in real time to drive engagement through the most appropriate media channels.

This was the first time that Intel China had successfully engaged IT decision makers across their purchase cycles in real time. Over 68 million unique qualified prospects were engaged during the campaign; 85% of Google’s cookie pool of IT decision makers.
This campaign achieved the highest engagement rate for Intel. It was six times higher for second time retargeting and twenty-four times higher for third time retargeting compared to Google Display Network’s average. After being retargeted, visitors showed 1.9 times higher engagement depth than the industry average. We also increased media efficiency: cost per action dropped by 48% when compared with Intel’s previous campaign and was nine times lower than the industry average.

The campaign was described as “Most innovative campaign that combined the power and beauty of accurate audience targeting, dynamic creative and native ads” from Intel PRC’s Media Manager.
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