38. LEARNING WHAT MAKES PEOPLE SPECIAL?
SAME PROBLEM AS AUDIENCE OPTIMIZATION …
People of interest Everybody else
39. @claudia_perlich
@dstillery
CASE:
BAUME ET MERCIER
To identify an Baume
audience, we identified all the
devices visiting various
Baume-et-mercier.com pages.
The Homepage and the
Watches Page provided the
most signal.
40. @claudia_perlich
@dstillery
OVERALL AUDIENCE PROFILE
A machine-learning algorithm learned to
predict who will go to the Baume watches
page based on digital & physical activity (no
media needed).
We found a few surprising insights.
@claudia_perlich
@dstillery … .
What makes Baume customers
special?
42. @claudia_perlich
@dstillery
Insight 2 : Family Car
Land Rover, Range Rover, and more family-
oriented cars are at the top of the list.
@claudia_perlich
@dstillery
43. @claudia_perlich
@dstillery
Insight 3 : Maternity Shopping
Maternity and children’s stores - A Pea in the Pod,
Motherhood Maternity and Pottery Barn Kids.
@claudia_perlich
@dstillery
48. @claudia_perlich
@dstillery
CASE : NON-DAIRY MILK
MARKET ENTRY
With a new launch in the U.S.,
the brand was looking to
validate and/or disprove their
assumptions from the
European home market.
However, it was not initially
available through retail
channels
50. 4 unique subpopulations emerged from the algorithm. 3 were
manually filtered as they depicted non-US and industry visitor
behavior
X X X✔ ✔ ✔ ✔
FINDING SUBPOPULATIONS
@claudia_perlich
@dstillery
52. The Health Nut
Subpopulation 2
18.8%
The Trendsetter
Subpopulation 5
23.1%
The Curator
Subpopulation 6
17.6%
The Maker
Subpopulation 7
15.6%
image
image image
WHY DO PEOPLE BUY MY PRODUCTS?
4 RELEVANT SUB-POPULATIONS
@claudia_perlich
@dstillery
55. Vegan recipe blog
Nutrition blog
Vegan recipe blog
Vegan recipe blog
Vegan recipe blog
Vegan recipe blog
Recipe blog
Vegan recipe blog
Vegan recipe blog
Vegan recipe blog
Vegan recipe blog
Vegan recipe blog
Vegan recipe blog
Vegan recipe blog
Recipe blog
Vegan recipe blog
Vegan recipe blog
Vegan recipe blog
Recipe blog
Vegan recipe blog
Top Web Visits
www.veganyackattack.com
www.thereallife-rd.com
www.sweetsimplevegan.com
www.fullofplants.com
www.elephantasticvegan.com
www.yourveganmom.com
www.kaleandcaramel.com
www.vegannie.com
www.veggiesdontbite.com
www.thecolorfulkitchen.com
www.greenevi.com
www.plantpoweredkitchen.com
www.thevietvegan.com
www.katalysthealthblog.com
www.withfoodandlove.com
www.keepinitkind.com
www.tworaspberries.com
www.tworaspberries.com
www.sproutedkitchen.com
www.theveganversion.com
836.8
832.1
811.8
806.3
789.1
781.1
698.5
673.7
653.2
652.9
652.7
643.7
633.1
632.4
626.2
617.2
610.4
608.1
602.7
601.2
Index ScoreDomainsCategory
56. We drilled down further to find micro-
audiences within this subpopulation
Even Deeper
Drilling into Health Nuts
@claudia_perlich
@dstillery
60. 4 unique subpopulations emerged from the algorithm. 3 were
manually filtered as they depicted non-US and industry visitor
behavior
X X X✔ ✔ ✔ ✔
DO SUBPOPULATIONS MATTER?
@claudia_perlich
@dstillery
Message Testing and Alignment
62. 62
Linking store purchase to digital activity
Loyalty Cards
Linking Store Purchase to Digital ActivityCONNECTING DIGITAL ADS TO PURCHASE
63.
64. How do images impact people who visit fast food?
1.00
1.10
1.20
1.30
1.40
1.50
1.60
1.70
Chipotle Mcdonalds Subway Chick-fil-a Wendys Dominos Quiznos Arbys
family human lifestyle logo packopen packsfamily individual lifestyle logo variety product
65. How do images impact people in food segments?
1.00
1.05
1.10
1.15
1.20
1.25
1.30
1.35
1.40
1.45
Produce-44079 Beverages >
Coffee, Tea &
Cocoa-104052
Meat & Seafood-
49528
Beverages-104049 Sauces, Spices &
Seasonings-44089
Snacks, Cookies &
Candy-44106
Frozen Foods-
104081
family human lifestyle logo packopen packs