Efficiency / France / Healthcare
Connected activation ready enriched segmentation
"Ipsos developed a new methodology which allowed us to ensure we were targeting the right audience to protect our brand, and increased our campaign efficiency with performance well above our typical benchmark."
Head of Marketing Performance, Client
Business issue
Our client, a global pharmaceutical company, wanted to launch a media campaign optimising its digital impact on U&A-based segments. In the past, misalignment between digital audience specifications and the strategic U&A segmentation made it difficult to reach targeted audiences and optimise the impact.
The goal was to put in place a methodology that would ensure the insight based segmentations could be leveraged for the media activation to optimise the impact.
Our solution
Ipsos enriched the survey panel with passive digital behavioural data, to build a segmentation mixing respondents’ browsing history and attitudes towards the client products.
By training a machine learning model, we projected segmentation on the whole passive database, making it possible to target any consumer segment among the millions of consumers in the passive database.
By embedding this model in the digital activation pipeline, we allowed the media targeting agency to precisely target the segments, and optimise the spend, by gradually enlarging the audience. For strategic consumer segments, we were able to unpack how the algorithm was targeting the best digital audience to support best-fit content creation.
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Impact
This new approach allowed the client to more precisely target the strategic segments, and the campaign had a greater impact than the former campaigns. It also helped the insight and media team better align on targeted segments.
