Growth in consumer engagement with digital media in China continues to move at a breath-taking rate and this major FMCG brand wanted to deepen its understanding of its consumers online behaviour. Quant’s challenge was to identify insights for both the client brand and its leading competitors that could assist digital media buying and e-commerce strategies and that could be implemented quickly as part of their on-going strategy.
Quant partners with major utilities in China to commercialise web stream data without reference to personal identities. We offer major brands the opportunity to gain a much deeper understanding of consumer behaviour than available through any other means. Quant uses its own unique software and applications to review circa 100 terabytes a day, a vast amount of data, from which we then create valuable insights for our clients.
Quant identified a series of target audience segments and then analysed their behaviour across a number of data points including product and lifestyle browsing, social media interactions, IPTV and e-commerce purchasing. A series of views of the data were built which enabled us to uncover a large number of new advertising targeting opportunities and to critique competitor performance on the various social e-commerce sites.
Our work has also shown how it is possible to match ecommerce purchasing behaviour with media consumption and this is leading to a stronger understanding of how advertising decisions impact on purchases with measurable results. Quant is continuing to work with this FMCG client to shape their ongoing digital media and ecommerce strategies.