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!

doru@marketeer.rodoru@marketeer.ro

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