To be effective, brands must supplement demographic targeting to connect individually – and at scale – with consumers. It means creating completely custom audiences, using psychographics and social behavior data—across time—designed to capture and understand: What consumers want and love What they are doing and will do next How to help them think of YOU when they’re doing it Watch this webinar to learn about a proven solution and best practices that top global brands use to understand your audience, drive real value, and make your marketing more successful. KEY TAKEAWAYS: How consumer experience impacts brand loyalty and revenue. How to discover emerging trends in real-time. How to do audience segmentation, campaign development and engagement with social media analytics.

1. AUDIENCE INSIGHTS YOU MUST
INVESTIGATE
#NetBaseA3D @NetBase

2. WELCOME
Christopher Leet
Sr. Director Product Marketing
NetBase
#NetBaseA3D @NetBase

3. AGENDA
•! NEW WAY TO UNDERSTAND YOUR SOCIAL CONSUMERS
•! A NEW AUDIENCE 3D APPROACH
•! SUCCESS STORIES FROM 7-ELEVEN
•! SUMMARY
#NetBaseA3D @NetBase

4. CONSUMERS EXPECT BRANDS
TO LISTEN, UNDERSTAND, AND ACT
Source: Adroit Digital, Mar. 2014 based on answers from 2K millennials
Brands willing to change based on consumer opinion
Open dialogue through social channels
Become less about the brand, more about the consumer
52%
44%
38%
@NetBase#NetBaseA3D

5. Market positioning
identifier
AGE
OF
YOU
Valuable business
assets
Deliver satisfying
and differentiated
experiences
Recognize the
human in the data to
satisfy the
“Mecosystem”
Source: Interbrand’s 15th annual Best Global Brands Report, Oct 2014.
The Evolution of the Brand & Consumer Angle
AGE
OF
EXPERIENCE
AGE
OF
VALUE
AGE
OF
IDENTITY
#NetBaseA3D @NetBase

6. SOCIAL IS A GOLD MINE
OF CONSUMER INFORMATION
1B
80M
500M
311M
86K HRS
38M
CONTENT CREATED DAILY
@NetBase#NetBaseA3D

7. THE PROBLEM
#NetBaseA3D @NetBase

8. #NetBaseA3D @NetBase
THE DEMOGRPAHIC APPROACH
•! Born 1948; grew up
in England
•! Married twice
•! 2 children
•! Successful in
business
•! Wealthy
Person 1
•! Born 1948; grew up
in England
•! Married twice
•! 2 children
•! Successful in
business
•! Wealthy
Person 2

9. #NetBaseA3D @NetBase
THE DEMOGRPAHIC APPROACH
•! Born 1948; grew up
in England
•! Married twice
•! 2 children
•! Successful in
business
•! Wealthy
Person 1
@NetBase
Ozzy Osbourne
•! Born 1948; grew up
in England
•! Married twice
•! 2 children
•! Successful in
business
•! Wealthy
Prince Charles
Person 2

10. Your brand lens is only a tiny fraction of your audience’s full conversation.
Fractional View
#NetBaseA3D @NetBase

11. #NetBaseA3D @NetBase

12. INTRODUCING AUDIENCE 3D
Go beyond the industry’s standard flat analytics.
Gain the entire, dimensional social story— and a profound
understanding of your audience to deliver real value.
!
#NetBaseA3D @NetBase

13. #NetBaseA3D @NetBase

14. FROM
Dated proxies
Inaccurately ASSUME what might
drive a specific audience
TO
NEW NetBase Audience 3D
Accurately KNOW what’s driving an
audience, right now
Psychographic dimensions
See in real-time
Feel-alike, Want-alike, Do-alikes
All Happening in 42 languages Worldwide
Focus groups
Surveys
Look-alike demographics
White papers, reports, syndicated research
#NetBaseA3D @NetBase

15. AUDIENCE 3D CAN CHANGE
YOUR BUSINESS
Marketing Strategy
Content & Creative
Development
Targeted
Advertising
Get a dimensional
understanding of your
consumer.
Develop audience-centric
content that will resonate.
Deliver the right message to the right
audience at the right time—then
track and measure it.
#NetBaseA3D @NetBase

16. AGENDA
•! NEW WAY TO UNDERSTAND YOUR SOCIAL CONSUMERS
•! A NEW AUDIENCE 3D APPROACH
•! SUCCESS STORIES FROM 7-ELEVEN
•! SUMMARY
#NetBaseA3D @NetBase

17. HOW IT WORKS
Then use the results for your next move!
3 . TA R G E T
1 . D E F I N E
2 . K N O W
#NetBaseA3D @NetBase

18. Keyword Mentions
Pre-existing List
Followers
DEFINE YOUR AUDIENCE
Build the specific audience you want to know and
target with Twitter data.
!
Email to ID Conversion
#NetBaseA3D @NetBase

19. KNOW YOUR AUDIENCE
Star Wars™ usage and attitude!
@NetBase#NetBaseA3D
Usage and Attitude
Indexing
Custom Analysis
Twitter Insights
#NetBaseA3D

20. KNOW YOUR AUDIENCE
Unlock real-time psychographic insights to
understand every layer of your audience.
@NetBase#NetBaseA3D
Usage and Attitude
Indexing
Custom Analysis
Twitter Insights
#NetBaseA3D

21. CUSTOM ANALYSIS
ASK YOUR OWN QUESTIONS ABOUT YOUR AUDIENCE
W h e r e a r e t h e y
e a t i n g ?
W h a t a r e t h e y
w a t c h i n g ?
W h o a r e t h e y
l i s t e n i n g t o ?
@NetBase#NetBaseA3D

22. TRENDING
DISCOVER HOW AUDIENCE INTERESTS CHANGE
OVER TIME
2 Q 2 0 1 5 3 Q 2 0 1 5 4 Q 2 0 1 5
#NetBaseA3D @NetBase
1 Q 2 0 1 5

23. INDEXING
REAL-TIME INSIGHTS INTO WHAT IS UNIQUE
ABOUT YOUR AUDIENCE
#NetBaseA3D @NetBase
Star Wars™ vs. Gen Pop – Movies & Shows

24. +
FIRST ACCESS TO TWITTER’S NEW AUDIENCE DATA
#NetBaseA3D @NetBase

25. TWITTER INSIGHTS
LETS YOU KNOW INTERESTS & ATTRIBUTES OF
ANY AUDIENCE ANY TIME
#NetBaseA3D @NetBase

26. DEMOGRAPHICS
DEMOGRAPHIC INSIGHTS INTO GENDER, AGE,
INTERESTS, PROFESSION, ETHNICITY
#NetBaseA3D @NetBase

27. TAR GET YOU R AU D IEN C E
Reach your expanding consumer group to drive
meaningful growth.
#NetBaseA3D @NetBase
Engaging Content
Partnerships &
Sponsorships
Tailored Audiences
Loyalty Programs

28. MEASURE
Tie social to strategic campaigns with advanced
campaign performance metrics.
#NetBaseA3D @NetBase
Earned Metrics
Owned Metrics
Paid Metrics

29. Nutella
Pizza
Star Wars / BB-8
Across Age
Adele
#NetBaseA3D @NetBase
Football
Across AgeAcross AgeAcross AgeAcross AgeGotham

30. AGENDA
•! NEW WAY TO UNDERSTAND YOUR SOCIAL CONSUMERS
•! A NEW AUDIENCE 3D APPROACH
•! SUCCESS STORIES FROM 7-ELEVEN
•! SUMMARY
@NetBase#NetBaseA3D

31. #NetBaseA3D @NetBase

32. #NetBaseA3D @NetBase
SLURPEE LAUNCH OBJECTIVES
IDENTIFY AUDIENCES WHO WOULD LOVE THE NEW
FLAVOR
CREATE PERSONALIZED MESSAGING FOR EACH
SEGMENT
EXTEND REACH AND INCREASE FAN ENGAGEMENT
1
2
3

33. #NetBaseA3D @NetBase
7-ELEVEN SLURPEE LAUNCH
Identified Slurpee, SOUR PATCH
Kids, Sour Food and QSR Fans
Developed personalized
messaging for each segment
#NetBaseA3D

34. 7-ELEVEN SLURPEE LAUNCH RESULTS
Higher
engagements
3M
unique fans
2X
Engagement rate
#NetBaseA3D @NetBase

35. 7-ELEVEN SLURPEE LAUNCH ONE OF THE
MOST SUCCESSFUL ACTIVATIONS
#NetBaseA3D @NetBase
With NetBase Audience 3D, we were able to identify
passionate audience segments that would love our new
Slurpee. This helped us extend reach by 3 million users and
increased engagement by 2X, making this one of the year's
most successful activations.”
- Matthew Schmertz, Senior Manager of Digital Marketing

36. A LOOK INTO LOYALTY
@NetBase#NetBaseA3D

37. CONSUMERS ARE ADOPTING LOYATLY
PROGRAMS FASTER THAN EVER
Source: Colloquy, Feb. 2015
2.1 Billion
2.6 Billion
3.3 Billion
@NetBase#NetBaseA3D
2010
2012
2014
Total U.S. Members

38. BUT ONCE SIGNED UP, MEMBERS USUALLY
JUST! FADE AWAY
Source: Colloquy, Feb. 2015
@NetBase#NetBaseA3D
Inactive
Members
58%
The Average US household is
enrolled in 29 loyalty programs…
but active in only 12

39. #NetBaseA3D @NetBase

40. #NetBaseA3D @NetBase
7-ELEVEN LOYALTY AUDIENCE
OBJECTIVES
HOW SHOULD I SPEAK TO MY LOYAL AUDIENCE
1
2
3
IDENTIFY RELEVANT PRODUCTS TO PROMOTE
HELP ME UNDERSTAND MY LOYAL AUDIENCE

41. #NetBaseA3D @NetBase
7REWARDS AUDIENCE APPROACH
Loyalty program members mapped to
Twitter handles
Discovered unique traits and
consumption habits of loyal
customers
Informed creative and
messaging for mobile
campaigns

42. 7-Eleven used Audience 3D to discover the unique traits and habits of loyal customers
for highly personalized and targeted marketing messaging.
7-ELEVEN LOYALTY AUDIENCE ANALYSIS
Interested in promos &
giveaways
Breakfast & coffee are
popular topics
Communicate with
strong emotions
#NetBaseA3D @NetBase

43. 7-ELEVEN LOYALTY AUDIENCE ANALYSIS
#NetBaseA3D @NetBase
Audience 3D dimensionalizes our customer understanding in
new & valuable ways.!We are able to uncover real personality
traits, interests, and consumption habits above and beyond our
in-store data.!This real-time knowledge drives immense value in
developing highly impactful and engaging marketing
programs.
- Matthew Schmertz, Senior Manager of Digital Marketing

44. AGENDA
•! NEW WAY TO UNDERSTAND YOUR SOCIAL CONSUMERS
•! A NEW AUDIENCE 3D APPROACH
•! SUCCESS STORIES FROM 7-ELEVEN
•! SUMMARY
#NetBaseA3D @NetBase

45. A HEART-TO-HEART
WITH MILLIONS.
Tap into a custom audience for goal-specific insights, harder
hitting custom creative, and campaigns that will heighten
customer engagement—and your bottom line.
#NetBaseA3D @NetBase

46. B R A N D N E W & O N LY F R O M N E T B A S E
A U D I E N C E 3 D
Learn more at NetBase.com | call 1-855-762-6764