Secret to Brand Success –Reaching Potential Clients withData

Background
Being a global F&B brand with unique corporate image,our Client has previously used humorous advertisements
to impress their target audience and created significant
brand awareness to earn customer loyalty. Yet, our Client
wanted a breakthrough in marketing strategy to reachmore potential audience in the highly competitive market.
Vpon, as an expert in data application and consultation,
helped our Client reach potential customers with better
click-through-rate through precise data and audience
segment analysis based on existing data and tools.

2Challenge

1.

Wastage of Marketing Resouces
Traditional marketingstrategies leading towastage

Audience segment targeting in existing ad

platforms is too general that fails to reach specificproducts or alike categories, and customers
showing interest or engaging in specific channels.

Traditional approaches predict audience profile
based on hypothetical and sampling market
research for online ad delivery and productmarketing decisions, which resulted in investment
wastage.
3Challenge

2.
Performance Quantification Issue
How to promote its
value in the era ofquantify marketing

Unlikeperformancecampaign

havingquantified indicator such as download rate;
branding campaign is often being challenged

on its ROI. While branding campaign aims topromote brand awareness, how could its
result be quantified?

4

Challenge + Goal

Wastage ofMarketing
Resources

How to Utilize Marketing
Resouces to Reach More

Performance
Quantification
Issue
5

Potential Audience toMaximize its Value

Strategy

Main Strategy
Sub-strategy

6

Utlizing "data" toidentify and reach themost relevant
audience segment

Packaging+ Extension
Strengthening ad
message delivery

How to Do

7

How to Do

Leveraging Data to Support

2 Capture audience precisely byuser behavioral data

3 Deliver brand message

Promote its Valuecustomer

Performance Quantification Issue

Utilize Marketing Resources

Wastage of Marketing Resources

8

1 Define core source of target

4 Integrate data for crossplatform ad delivery
continuous
5 PDCA
optimization

6 Proving data effectivenessand its value

(1) Define Core Source of Target CustomerWHO?
Who is the audience most likely
to purchase our products?
Instead of using users' profile tonarrow the group of audience

9Utlizing "Data" to Reach
Core Consumption
Segment
People have bought
the same categoryof products

People have bought
the product before
in certain channels

(2) Capture Audience Precisely by User Behavioral Data
Data helps you find the right person!
Vpon DMP
Data Base
Location
Vpon
segment

Core Consumption Segment
User
Behavioural
DataAdpreference

APP
Detection⚫ Analyze app
frequently used bytarget audience⚫ Analyze throughlookalike modelling⚫ Capture specific APP
usage and categories

10Consumption Spotand Channel

Consumed same
category of productbeforeConsumedsame category butdifferent brand of
product before
Consumedsame productbefore(3) Deliver Brand Message to Core Audience

TA Cmessage

TA D

message

Consumption Spotand Channel

CoreConsumption
Consumed same
category of product
Audience
beforeConsumed
Targetsameaged
25-49 female
category butof
mainlydifferent
andbrandstrengthening
product before
communication
withaudienceon this year’s
Consumedsame productbrand
beforemessage

Deliver different brand messages
to different target audience
11TA Amessage

TA B

message(4) Integrate Data for Cross-platform Ad Delivery
Reaching all-roundcore target audience
Audience from traditional
Ad platform

Reaching
Audience with
Low
Effectiveness

Brand’s CoreConsumption
Audience

Reaching more target

Brand’s core customers

audience precisely throughx Cross-platform operation

Vpon’s data
12x Excluding duplicated strategies

(5) PDCA Continuous Optimization

Data collection andmarketing activities
execution

2

DO

4

ACT

1

PLAN
Data analysis on defining
suitable target audience

133
Check

Enhance continuously andprovide suggestions for thenext stage

Data analysis on verificationof marketing effectivenessand take corrective actions

(6) Proving Data Effectiveness and its Value
NormalClient’s budget allocation

100% Advertising

Now

Client’s budget allocation

90% Advertising
100%廣告投入
Brand’s core customers x Cross-platform
strategic operationAudiencefrom Adplatforms

14

Data input

Idealtargetaudience(1) Cannot target audience precisely on ad platforms(2) Difficult to verify effectiveness on brand promotion

Key Points& Difference

10%(1) Reach all-round ideal target audience(2) Effectiveness can be quantified and verified
among multiple platforms• Data as the key for solutions• Tackle previous challenge on precise audience targeting• Input of actionable data brings about relative synergistic effect(6) Proving Data Effectiveness and its Value

10% Data Budget, Improved 120% Marketing Performance
ROI is not only for result-oriented clients,
value can also be quantified for brands

30%+CTR growth30

1. CTR increased% more than that of mainstream ad
platforms using audience segment
2. Created almost 120% growth of investment return

15

Effective Integration of Ad and Data
Brands can create a breakthrough on their performance

Benefits

Target existing customers while reachingpotential audience with data
Define characteristics of target audience indetail by utilizing data attributes andcoverage from Vpon’s database to analyze
potential audience’s profile. As a result,marketing resources can be fully utilized.

Data integration and accumulation
Integration of multiple ad platforms allows
data to be accumulated and enriched fromeach activity to enhance accuracy for future
analysis.

Maximize campaign value with data
Collect accurate data, select important indicators,
and then create awareness to evaluate andoptimize performance continuously so as tomaximize the overall value of marketing campaign.

17

Partnershippartnership@vpon.com
Enquiry
sales.tw@vpon.com
Marketingmarketing@vpon.com

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