How a Data Strategist took one of the biggest advertising agencies in the world out of its confort zone
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Júnior Siri worked as a data strategist for one of the largest advertising agencies in the world. In 2018, he was tasked with helping a client, Samsung, recover lost market share against Motorola with only R$1 million to invest. Siri worked with Facebook to create filters to identify people in Brazil who had phones over 18 months old, and used this data to identify 130 high potential areas to target. The campaign sold over 6 million phones, 4 times the original target, allowing Samsung to recover their market share position against Motorola. Since then, Siri has applied the audience targeting techniques developed for Samsung to other clients to improve their results.
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How a Data Strategist took one of the biggest advertising agencies in the world out of its confort zone
- 1. Júnior Siri How a Data Strategist took one of the biggest advertising agencies in the world out of its confort zone
- 2. I translate data into meaningful and understandable information to improve results. WHAT I DO
- 3. Ok Siri… What do we mean by that?
- 4. A short story will help you to understand.
- 5. In 2016, I left my city and moved to São Paulo where I started working for big clients…
- 7. I worked for 3 years for those clients in one of the biggest and rewarded marketing agencies in the world. 85 offices in more than 69 countries + 8 thousand employees
- 8. 2018 challenged the team which I worked with to recover its market share. They were losing ground to Motorola.
- 9. São Paulo Rio de Janeiro They had 1 million reais* to invest in a campaign. *Brazilian currency
- 10. São Paulo Rio de Janeiro A value that was considered low for such an “aggressive” objective. The focus would be the biggest markets in Brazil. 12,3 million people 6,7 million people
- 11. Based on research I found out that Brazilians used to buy a new phone every 18 months. +18 MONTHS
- 12. zuck ... I asked Facebook if would be possible to add a filter on the Campaign Set Up Tool in order to find out people who had phones over 18 months old.
- 13. zuck ... I asked Facebook if would be possible to add a filter on the Campaign Set Up Tool in order to find out people who had phones over 18 months old. It was possible...
- 14. Then, I found out 130 different places which would have had a bigger potential for selling phones.
- 15. COLD AUDIENCE WARM AUDIENCE HOT AUDIENCE Those who have never engaged with your product/business and/or don’t know you. Those who have been using a Motorola phone for over 18 months and those who were interested in the brand Samsung. Those who have bought your product/business. Types of audience in the Samsung case
- 16. Results Sold over 6 million phones. 4 times original target. Samsung recovered market share.
- 17. Since then, I have been taking to my clients the intelligence developed for Samsung.
- 18. USE A MOBILE DEVICE
- 19. ENGAGED SHOPPERS FREQUENT TRAVELLERS AWAY FROM FAMILY RECENTLY MOVED FRIENDS OF PEOPLE WITH BIRTHDAYS IN A MONTH SEARCHES FOR WHAT YOU SELL NEWLYWED SMALL BUSINESS OWNERS ENGAGED WITH YOUR CONTENT LANDED ON SPECIFIC PAGES ON YOUR WEBSITE USE A MOBILE DEVICE
- 20. There are an universe of audience targeting possibilities.