2. KnowMe provides the marketer with the ability to better
understand or “know” who you’re marketing to. Profiling
isn’t new of course, but existing products only offer
profiling down to the mesh block level (150 households).
KnowMe is the only product offering individual level profiling.
We know who they are and what they’re into.
We do this by taking an existing customer database, putting them in the KnowMe engine,
shaking it all about and learning from the results. We can then match it against a prospect
list to develop lead generation if need be.
We keep things simple, speak plainly but make sure what we provide is actionable and usable.
We have as many marketers as we do propeller heads. We think that makes us pretty unique.
A quick recap on KnowMe
and what it does:
3. The how
We take the customer name and location and go and get
any web search results on this individual.
We then ‘text mine’ to uncover key attributes that determine behaviours, interest, networks of
these individuals being searched etc.
To keep life simple we have 10 key profiling categories. Each encompasses a number of inputs
and data sources. All web based, all publicly available information. It means we know where they
spend their time, where they engage and through Text Ferret (another product), what they say.
4. Code Segment Level of activity Attributes identified
PRO Professional
Medium
Determined by LinkedIn profile with connectionsHigh
Very high
ART Artsy
Medium Music, orchestra, piano, violin, guitar, opera, concert, art,
poetry, sing, dance, jazz, ballet, playwright, drama, theatreHigh
KIT
Keep in
touches
Medium
Reunion, LinkedIn activity
Very high
FIT Into fitness Medium
Running, gym, orienteering, athletics, harriers,
marathon, triathlon, ironman, cycling, bike, crossfit
NET
Super
networkers
Medium
Network sites, reunion sites
Very high
HID
Hidden in
plain sight
OTH Other
INF Influencers Medium Twitter, Facebook
SPT Loves sport Medium
Cricket, rugby, netball, softball, basketball, soccer, hockey,
football, baseball, volleyball, tennis, badminton, squash,
rowing, softball, golf
ACD Academia
Medium
University, polytech, lecture, professor
High
KnowMe segmentation
5. Academia
Social influencer
Professional
Into fitness
Keep in touches
Loves sport
Network
Artsy
Other
Lisa Taylor’s
online DNA
Result:
Academic
• Victoria University
• Highly connected in LinkedIn
• Interest in ballet
• Moderate social networker
• Moderate influencer
Know Me Case Study
6. Artsy Keep in
touchers
Into fitness Super
networkers
Hidden in
plain sight
Other Professional influencers Loves sport Acadamia
-10%
-30%
10%
30%
Auckland
WellingtonChristchurch
Regions
KnowMe segment
%variancefromaverage
Regional
• Wellington is biased towards Artsy.
• Aucklanders are too busy for high networking. Christchurch and the regions into social media.
• Active influencers in Wellington and Christchurch not in regions.
Know Me Case Study
7. 10%
-10%
-30%
30%
50%
Artsy Keep in
touchers
Into fitness Super
networkers
Hidden in
plain sight
Other Professional influencers Loves sport Acadamia
iOs
Android
Both
KnowMe segment
Smartphone usage
variancefromaverage
• Keep in Touchers and Influencers are the heaviest users of smartphones.
• IOS over represented in Artsy, Into Fitness and Professionals.
Know Me Case Study
8. • Hidden in Plain Sight are old-school using Hotmail.
• To speak with Artsy, Academia and Professionals we should use Google Adwords.
Email account used
Artsy Keep in
touchers
Into fitness Super
networkers
Hidden in
plain sight
Other Professional influencers Loves sport Acadamia
-10%
-30%
10%
30%
Gmail
Hotmail
Other
Telco
KnowMe segment
%variancefromaverage
Know Me Case Study
9. KnowMe Feature Benefits Implication
Get access to a new
lead source
Fresh leads with individual
level profile information is a
potent combination
Increased acquisition
campaign effectiveness
Get individual level
profile information
on your customers
and prospects
No longer relying on meshblock
level profiles – Know Me provides
actual behaviours of
an actual individual
Pinpoint targeting reduces
campaign costs
Use individual level profile data
as ‘independent’ variables for
predictive modelling
Highly detailed independent
variables provide superior
model accuracy
Purchase highly
targeted prospect
leads
Only purchase the leads that will
yield favourable customers
Reduced campaign costs
Increased customer value
Understand who the
‘influencers’ and
‘advocates’ are within
your customer base
Capability to develop innovative
campaigns using a ‘consumer
network’ perspective
Overall improved campaign return
on investment
KnowMe benefits
11. We want to get donkey deep in your
marketing activity.
• Sourcing acquisition prospects in New Zealand and Australia
• Ongoing retention activity
• Value improvements for your existing customers.
