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A Symphony of Data: Combining Different Types of Data for Research Purposes
Joaquim Bretcha | International Director | @jbretcha
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Mission: To increase Sales and Market Share
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Our New Challenge:To integrate the physical and digital environment of our consumers to understand their “JOURNEY”.
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The consumer journey is complex:
§ Variety of points in time§ Variety of places and channels§ Variety of messages
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E-commerce % Penetration amongst internet users (monthly average) - 2017
Shopping Travel Online Paid Services
71%76%
68%
57%
79%
58%
28%24%
31%27%
47%
18%26%
30%36%
28%
40%
29%
Source: Netquest Behavioral Panel
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The Consumer Journey
CHALLENGE:
Integrate the physical and digital environment of our consumers.
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§ Values§ Attitudes§ Socializing patterns and lifestage§ Other sociodemographic data
Consumer Segmentation Study
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Consumers move from one occasion to another with varying needs
MOC 1
MOC 2
MOC 3 MOC 4
MOC 5MOC 6
Relax Reward Bond & Connect Impress Night out
Party People
Young Occasionals
Aspiring Socials
Ambitious Socials
Trendy Chic
Classic Chic
Discerning Men
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A need to understand the Digital Shopper
Digital Ethnography Ad Hoc Study
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Digital EthnographyTo understand the digital behavior of the liquor consumers
Methodology Digital ethnography– METER
Target Frequent consumers of alcoholic beverages
SampleN=661Socioeconomic statusMain and intermediate cities
Observation time 30 days
Country Colombia
Source: Netquest Behavioral Panel
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§ Most visited sites§ Navigation time§ Moments of navigation§ Most frequent search and queries
Digital Ethnography
Source: Netquest Behavioral Panel
§ E-commerce sites penetration§ Searches that precede online liquor
store visits
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To identify the journeys and define a strategy to activate the brands at the right moment, the ideal touchpoint and with the right message.
Purpose
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Drivers
§ Ease§ Convenience§ Information about the product
Barriers
§ Retailers have little online presence§ Little knowledge vs traditional channel§ # sites available§ Scarce diversity§ Expectation of a better price
Consumer attitude towards online spirits purchase
Source: Ad Hoc Study
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Digital Ethnography
Incidence: 99%
39% Google
Incidence: 97%
34% WhatsappFacebookInstagramTwitter
Incidence: 90%
13% Live
Incidence: 72%
3% Mercado LibreOlxLinioDafiti
Incidence: 94%
11% YoutubeiTunesDeezerSpotify
Source: Netquest Behavioral Panel
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Search queries to identify the triggers of the category searches and purchase decisions
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§ What is happening tonight?§ Where can I find spirits at an
affordable price?§ What is the best liquor brand?§ I am looking for a specific brand.§ How to prepare cocktails.
5 digital journeys were identified:
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Digital Opportunities
§ Touchpoints§ Consumption
occasions
TRIGGER
§ Building trust and convenience
INTERACTION
§ Social space
PURCHASE
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Activation Strategy
Brands Liquor Industry
Plans How To’sWhiskyVodka
GinTequila
Chivas RegalAbsolut
RestaurantsPartiesEvents
Home parties
HistoryRankings
TipsIdeas
Launches
CocktailsFood
Perfect serves
I want to Buy I want to KnowI want to Go I want to Do
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Consumer Journey:
What is happening tonight? 43% searches
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PULL Strategy Trigger: “I want something to do or I am setting up something at home”
SEO Strategy Generic Search Ads
Direct MessagesContent Search Ads, Purchase Search Ads
Ecommerce site: party kits,Brands event blogs, Home parties sites
Social Media Ads Music and Streaming Ads
Direct Messages Ecommerce site: party kits,Brands event blogs, Home parties sites
PUSH Strategy Trigger: “I want to order for tonight’s party or I want to go to this party”
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Results
§ Sales increased by 135% (Pernod Ricard’s e-shop).
§ 9 M people impacted. Engagement rate of videos 12%.
§ SEO and SEM actions raised the conversion rate from 4% to 16% (av. SEO CR is 3%).
§ Creation of new Moments of Consumption.
§ From Digital to Brick and mortar.
§ Understanding the Consumer Journeys was key to define the new marketing strategy.
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A Symphony of DataOrchestrating combinations of data to fine tune your consumer insights
Thank you!Joaquim Bretcha @jbretcha