Segmente de audienta online Abordarea predictiv comportamentala
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Transcript of Segmente de audienta online Abordarea predictiv comportamentala
Segmente de audienta
online
Abordarea predictiv
comportamentala
Doru Panaitescu www.marketeer.ro
Agenda
• Categorii de segmentare
• Abordarea predictiv comportamentala
• Segmente de consumatori online (abordarea comportamentala)
• Concluzii
Abordarea comportamentala
Exista patru categorii mari de segmentare
- Abordarea demografica
- Abordarea psihografica
- Abordarea contextuala
- Abordarea predictiv comportamentala
Criterii de segmentare
DE CE ?
Psihografic
Socio – demografic
CINE ?
Comportament
CE ?
DE CE si cand ?
Predictiv
Comportamental
Segmentarea: exemplu Softpedia
Digital youth
Gadget geek
Active Gamer
Traveler
Real Estate Intenders
Piata de targeting predictiv-comportamental
In SUA si Europa
• Tacoda SUA,
• AudienceScience (SUA),
• Nugg.ad (achizitionat de DHL),
• Value Click (SUA)
In Romania:
• Httpool (tehnologie Nugg.ad),
• ArboInteractive (Behavia).
• Thinkdigital (Grecia)
Segmentarea predictiv comportamentala
Segmente de consumatori tip shopping
• Avid shoppers
• Back to school shoppers
• Beauty and fashion shoppers
• Shopping Influencers
• Seasonal shoppers (spring, summer, winter shoppers)
• Budget shoppers
• Online shoppers
• Valentines Day Shoppers
• etc
Va multumesc!Va multumesc!
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