Piet Hein van Dam and Pascal van Hattum

Wakoopa and SmartAgent, The Netherlands

Bringing colours into our digital lives

- an exploration -

@pietheinvandam

Casro Online Conference 2013

San Francisco

-15% -10% -5% 0% 5% 10% 15%

Unique visitors

Apple email campaign black Friday (23-11-2012)

Apple’s Black Friday email campaign 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.

132 online banner impressions

per person per day

Innovative Challenge

Freedom

Passion Creative

Self expression Vital

Manifestation Ambitious

Success

Status

Career

Business Control

Harmony Spontaneous

Social

Cozy Helpful Family

Interested in others

Security Calm

Rest

Structure Traditional

Independent Privacy

extravert

introvert

ego

grou

p

Innovators

Early adopters

Early majority

Late majority

Laggards

User side measurement

behavior

-20% -10% 0% 10% 20%

Unique visitors

apple.com

-20% 0% 20% 40%

Unique visitors

search: apple

-50% 0% 50% 100%

Unique visitors

apple banner ads

Apple is well positioned across different online channels

- Underrepresentation Overrepresentation +

-15% -10% -5% 0% 5% 10% 15%

Unique visitors

Apple email campaign black Friday (23-11-2012)

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%

atte

nti

on

sp

an

time on site

hyves.nl

50%

100%

150%

50% 100% 150%

atte

nti

on

sp

an

time on site

facebook.com

Yellow (harmony) prefers Facebook, Red (vitality) is also notable

Linkedin has created a strong footprint in Blue (control)

0%

100%

200%

0% 100% 200%

atte

nti

on

sp

an

time on site

linkedin.com

-20% 0% 20%

Unique visitors

volvo banner ads

Volvo’s online ad campaigns target Blue (control) and Green (security)

- Underrepresentation Overrepresentation +

-50% 0% 50% 100%

Unique visitors

volvocars.com

-20% 0% 20%

Unique visitors

volvo banner ads

Yet, only the Blue (control) segment visits the Volvo website

- Underrepresentation Overrepresentation +

Learnings • Facebook shows that it is possible to target persons from both the Yellow

(harmony) and the Red (vitality) segment at the same time.

• Linkedin shows that you can make a global proposition 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 your target audience.

• A online marketeer must always be aware of…

to whom do we want to communicate? how do we have to communicate? what do we have to communicate? where do we have to communicate? does our communication reach the proposed target audience?

Conclusions

In the complex world of big data, single source coupling of digital footprints with people’s motivations helps

to connect the dots

Brands will improve their online positioning and product-offering

Advertisers make their campaigns

more effective and reduce waste

Publishers will better match their audience, content and advertisers

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?

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.

“Adults 20-45 is not a target group

It’s a family reunion”

@pietheinvandam

Thank you for your attention!