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E-Segment Car Case Social Data for marketing intelligence E-segment cars audience profiling Discover unique insights about your audiences and drive marketing effectiveness www.soprism.com Belgium - Audience report - 2018 About SoPRISM SoPRISM is an innovative technological company which provides a new understanding of audiences through its powerful and awarded profiling solution. Our mission aims at supporting leading agencies & brands to benefit from the full power of social data to drive marketing effectiveness. Automatic persona(s) & ads campaign generation Out of GDPR scope Standard partner of Facebook Proudly serving best in-class brands & agencies in EU 02 Table of contents 02 About SoPRISM 11 Personas identification 04 Introduction to methodology 12 Successful fathers - 1st Persona 05 Everything starts from data 13 Businessmen - 2nd Persona 06 Added value - Data-driven strategy 14 Car lovers - 3nd Persona 07 E-segment cars - Audiences definition 15 A new generation of market research 08 Socio-demographics - Overall audience 16 What’s next ? Introduction to methodology Be connected to an unprecedented source of data updated in real time from Facebook® & Instagram® active users in a faster, deeper and smarter way than ever. 01 02 03 AUDIENCE DEFINITION ANALYSIS LENS UNCOVER MEANINGFUL INSIGHTS Explore motivations and behaviors of Get to know what makes your target Deep dive into your audiences by learning strategic audiences as well as people who audience different to a benchmark audience their passions, way of life, consumption showed an interest for your brand or and gain accurate audience knowledge for h a b i t s , h o b b i e s , m e d i a a ffin i t i e s , website visitors or current customers or data-driven decisions. technological attitudes and general leads or particular segments of a interests. population. 04 05 AUTOMATIC PERSONA GENERATION BOOST YOUR KPI’S ON FACEBOOK Identify over-indexed persona groups in Activate your different persona groups on your target audiences thanks to home- Facebook in a single way with the automatic made algorithms that analyse in a creation of the most relevant ads targeting m u l t i d i m e n s i o n a l w a y s o c i o - and improve your campaign performance. 04 demographics & interests dimensions. Everything starts from data « Facebook knows you better than your friends from the moment you liked more than 70 pieces of content » Cambridge & Stanford University 2013 In order to improve the advertising relevancy, social networks gather data about their members from 4 different axis. With the SoPRISM platform we are able to extract this audience knowledge in an anonymized way to profile aggregated audiences. DECLARATIVE DATA ACTIVITIES IN FB & IT ONLINE ACTIVITY THIRD DATA PROVIDERS Information shared in the Pages you and your friends People who have viewed a web Information compiled by data subscription form of the like, places you check in page that uses a Facebook pixel, providers partners (for example, Facebook and Instagram using Facebook family apps downloaded mobile app, added a supermarket « club card ») profile & services (e.g Instagram) a product to a shopping cart,… 05 Added value Data-driven strategy Transform the trajectory of your business strategy through the harnessing of hidden insights that reveal a unique understanding of any audience that matters for your brand. CONSUMER JOURNEY Detect the most important socio-demographic differences between website visitors and customers by improving the acquisition strategy as well as identifying your segments of high value clients by comparing them to low value clients and upsell more effectively. COMPETITIVE ANALYSIS Find out what makes your audience unique in regards to competitors and how to build an intelligent conquest strategy. Understand what kind of media, brands, sports are overrepresented in your brands vs your competitors’ audiences. FIRST-PARTY DATA ENRICHMENT By profiling any audience in a highly granular way, we make it possible to enrich specific clusters of your CRM database with additional socio-demographic and psychographic criteria. 06 E-segment cars Audiences definition Get insights about e-segment car audience to improve marketing decision. Target Audience Benchmark Audience Auto e-segment Belgian population Target audience : 310.000 Benchmark audience: 6.500.000 People active on Facebook & Instagram who live in People active on Facebook & Instagram who live in Belgium and interested in e-segment cars model Belgium and not interested in e-segment cars model (Audi A6, BMW 5 Series, Chevrolet Malibu, Citroën (Audi A6, BMW 5 Series, Chevrolet Malibu, Citroën C5, Ford Mondeo, Honda Legend, Hyundai Genesis, C5, Ford Mondeo, Honda Legend, Hyundai Genesis, Infinity Q50, Jaguar XF, Kia Optima, Lexus ES, Lexus Infinity Q50, Jaguar XF, Kia Optima, Lexus ES, Lexus GS, Mazda6, Mercedes-Benz E-class, Nissan GS, Mazda6, Mercedes-Benz E-class, Nissan Maxima, Opel Insignia, Peugeot 508, Volkswagen Maxima, Opel Insignia, Peugeot 508, Volkswagen Passat, Volvo 900 Series, Skoda Superb, Honda Passat, Volvo 900 Series, Skoda Superb, Honda Accord). Accord). 07 Socio-demographics Gender Age 10% 20% 30% Overall audience 2% 78% 51% 13-17 6% 49% 22% 16% 18-24 17% Target Audience: 20% 25-34 Auto e-segment 23% Scale on 100% 20% 35-44 Benchmark Audience: 20% Languages Belgian population 20% 59% 45-54 16% 54% 52% 52% 49% 48% 46% 47% 12% 55-64 10% Fr 8% Nl (BE) En Nl 65+ 7% Scale on 100% Scale on 30% 08 Parental Status Socio-demographics 15% Overall audience 12% 10% 7% 7% 5% 5% 2% 2% 3% 2% 3% 2% 1% 1% 1% 1% Target Audience: 18-26 years 13-18 years 03-05 years 08-12 years 06-08 years 01-02 years 0-12 months Auto e-segment children children children children children children children Scale on 15% Benchmark Audience: Relationship Status Belgian population 36% 19% 17% 24% 5% 47% 16% 15% 19% 4% Unspecified In relationship Single Married Other Scale on 50% 0209 Expats Socio-demographics Overall audience 3% 1% 2% 2% 1% 2% 2% 1% 1% 1% Morocco France Romania Italy Poland Target Audience: Auto e-segment Scale on 10% Benchmark Audience: Belgian population Map Region Provinces Cities 10 The more area is dark, the more target audience is over-represented versus benchmark pop. Personas Overall automotive e-segment audience identification 310.000 people Crossed-analysis to identify personas over-indexed Successful fathers Businessmen Young car lovers 19.000 people 34.000 people 28.000 people 11 Passion & interest Successful fathers 1st persona Activity sector Home & Garden Investment Sports & Outdoor Wellness & Fitness Sports events Technology Construction Home improvement Real estate Auto racing Spa Formula one Early technological Transport Renovation Stock exchange Golf Sauna Moto GP adopter Engineering Interior architecture Share (Finance) Horse racing Hot Tube Olympic games Console gamers Skiing Digital Data Brands relationship Consumptions habits Men Walloon 25-44 Automotive Bank Electronics Luxury clothing Fashion accessories Mobility Alcoholic beverages Connectivity In couple BMW Belfius Hewlett Packard Hugo Boss Sunglasses Diesel engine Scotch Whisky Iphone 7 Parents Mercedes-Benz Deutsche Bank Bose Ralph Lauren Winter gloves Motorcycles Cognac Tablet owner Audi ING Siemens Armani Handbags Plug-in Hybrid Wifi Emotions & convictions Media preference Top cars model E-Class Audi A3 BMW 5 series Jaguar XF Volkswagen Golf Emotions Relationship Religion Social network National newspaper Internet TV channel Audi A6 Happiness Family Judaism Facebook L’echo Autoscout24 Eurosport C-Class Envy Friendship Islam Facebook Messenger lameuse.be Immoweb Bein sport BMW X4 Passion WhatsApp Ebay M6 BMW 1 series A-Class 12 Passion & interest Languages talked Businessmen 2nd persona Activity sector Ecology Hobbies Insurance Technology Sports events Business Efficient energy use Museum Vehicle insurance Smart technologies Formula one Dutch Interior design Renewable energy Travel cities Travel insurance Homa automation Moto GP English Entrepreneurship Ecotourism Online poker Home insurance Solar energy Turkish Arabic Brands relationship Consumptions habits Men Flemish 35-64 Automotive Bank Shoes Motor bikes Shopping habits Mobility Alcoholic beverages Connectivity In couple Jaguar Cars Belfius Osprey Harley-Davidson Cigaret Electric car Cognac Chrome browser Parents Audi Deutsche Bank Timberland MV Agusta Luxury goods Diesel engine Scotch Whisky Android BMW AXA Nike Triumph Online shopping Trucks Galaxy S5 Emotions & convictions Media preference Top cars model Jaguar XF E-Class Audi A3 Volkswagen Golf Audi A6 Political topics Religion Way of life Magazine National newspaper Internet TV channel C-Class Euro Christianity Avant-garde Autogids De Tijd Autoscout24 Discovery Channel BMW 3 series Ecology Buddhism Passion Business insider Immoweb CNN Jaguar XE Mobility XXL (Magazine) Itunes A-Class Audi A4 13 Passion & interest Languages talked Car lovers 3rd persona Activity sector Home & Garden Travel Sports Games Festivals Personalities Transport Furniture Bed & Breakfast Auto racing Online poker Laundry day Dimitri Vegas Dutch Construction Home improvement Frequent travelers Motocross Need for speed Summerfestival Vin Diesel English Agriculture Gardening Travel cities Karate Racing games Tomorrowland Bart De Wever Brands relationship Consumptions habits Men Flemish 18-24 Automotive Alcoholic beverages Motor bikes Casual clothing Shopping habits Type of shopper Food Connectivity Mercedes-Benz Veuve Clicquot BMW Motorrad Superdry Fashion Price Pizza Hut Iphone 7 BMW Belvedere Yamaha G-Star Raw Electronics Luxury goods Quick iOS Audi Guinness Ducati Jack & Jones Clothes Engaged shopper Burger King 4G Emotions & convictions Media preference Top cars model E-Class A-Class S-Class Volkswagen Golf BMW 3 series Political parties Life moments Way of life Social network Radio Internet TV shows and series Audi A3 NVA Away from hometown Love Facebook MNM Autoscout24 Monkey BMW 5 series Vlaams Belang Away from family Karma Facebook Messenger Top radio bol.com Boss C-Class CD&V Nutrition WhatsApp 2dehands.be Eigen Kweek Audi A6 14 A new generation of market research The Social Audience profiling platform enables marketers to identify opportunities based on a new layer of intelligence that delivers outstanding results.
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