5R Scientific Measurement for Brand Advertising

5R Scientific Measurement for Brand Advertising

2024｜Type: Platform｜Tag: Design for Effect｜Role: Product, UX Design

The Rapid Pivot Design series represents a rapid redesign undertaken post-team restructuring. Despite the initial challenges of inconsistent design visions and unfocused tasks, I proactively guided three newly formed product teams which were divided up from the ad data product team. Leveraging my deep understanding of ad data, I provided swift design solutions to ensure a smooth transition and meaningful MVP product launches.

Background

5R Scientific Measurement is a brand advertising analysis feature collaborated with companies like L'Oreal through our in-house channel operation to help these companies understand their layered audiences in conversion.

Our users are brand advertisers

Brand advertisers seek to enhance their brand influence and sales conversions through more precise and efficient digital marketing. To deepen our understanding of brand advertising needs and gather performance ad feedback, we conducted multiple panel groups and discussions in Shenzhen, Shanghai, and Beijing.

Their adveritising problems are

Inefficient Ad Spending: A lack of deep audience data understanding and scientific guidance results in low ad spending efficiency.
Core Audience Erosion: The inability to effectively accumulate and maintain a core audience base leads to declining brand loyalty.
Flawed Growth Strategies: Inaccurate growth strategies stem from a limited understanding of audience composition and needs.

They aim to

Maintain and expand their core audience, enhancing brand loyalty.
Increase the precision and efficiency of ad delivery.
Develop accurate growth strategies based on personalization.

We nailed it down from the dodgy mockup

After multiple rounds of prototyping tests aligned with data calibration from Ruyi's data science team, we defined brand advertising user engagement by dividing audiences into five tiers - from Reach to Rely - based on the lifetime journey from pre-campaign to post-campaign. We evaluated each tier's marketing impact across Tencent's key ad spaces, with particular focus on the third-tier audience demonstrating active engagement (potentially conversion-ready behaviors). Through competitive benchmarking of this high-potential cohort, we developed actionable recommendations for optimizing the balance between brand advertising and performance-based advertising.

Tiered Audience: Leveraging advanced audience profiling and intelligent association technology, we enable brands to identify and target a wider range of potential customers.
Customized Benchmarks: We establish tailored benchmarks for various industries, empowering brands to make more informed and accurate decisions.
Actionable Insights: From granular marketing metrics to holistic measurement, we provide brands with actionable insights to optimize strategies and measure campaign effectiveness. By tracking key metrics such as core segment penetration and inflow rates, we ensure that campaigns deliver maximum ROI.

Our design surface challenge

Throughout the iteration process, key hurdles emerge from start to finish.

Skepticism from clients adjusting to the system presents challenges.
Complexity arises from multi-benchmark visualizations.
Low adoption rates stem from new frameworks and concepts.

This naturally guides our design priorities.

Build confidence through transparent, actionable insights both in breadth and depth, understanding them anywhere.
Streamline complexity by integrating high-dimensional benchmarks, selecting them anywhere.
Drive user adoption with intuitive frameworks and workflows, abstracting them anywhere.

5R Scientific Measurement

Based on audience behaviors, timing, and engagement levels within the Tencent media ecosystem, Tencent Ads Ruyi offers a comprehensive view of our audience across all Tencent apps, services, and content. This innovative 5R audience asset model provides granular insights into audience behavior, categorizing the audience into five distinct stages: Reach, Respond, Resonate, React, and Rely. This model allows us to precisely target the audience at every stage of the customer journey, from initial exposure to long-term loyalty.

R1 (Reach): Audience who have encountered our ads or content.
R2 (Respond): Audience who have clicked on our ads or engaged with our content.
R3 (Resonate): A highly engaged audience who regularly interact, follow, and share our content.
R4 (React): Audience who have taken actions, such as purchasing.
R5 (Rely): Loyal customers with high lifetime value who consistently choose our brand.

Solution

Process Creation

The creation process is designed to alleviate users' burden of information input. By employing a progressive disclosure approach, we present information in stages, ensuring that users are not overwhelmed. Additionally, when new users first engage with the platform, we utilize standardized components to introduce the system, providing a clear understanding of its functionalities.

Process Creation

Report Layout

The report layout is structured to present results in a direct and accessible manner. A list of reports is displayed on the left-hand side, while the detailed report content is shown on the right. Various report views are organized into tabs, allowing users to seamlessly switch between different reports and conduct comparative analyses.

Report Layout

Assets Breadth

The overarching design philosophy is to assist marketers in understanding their audience distribution, followed by potential customer distribution, thereby clarifying the direction for tiered operations.

Specifically, the initial focus is on comprehending audience distribution, including an overall view and a breakdown by Ad Space, to observe changes in audience numbers for R1 to R5 before and after ad campaigns. This includes insights into the increase or decrease in audience counts and the corresponding percentages. Additionally, the penetration rates of R1 to R5 across different industries are provided.

After gaining an understanding of the existing audience base, the next step is to explore the potential audience. We analyze their penetration across various industries, and their distribution across different Ad Spaces if they were not reached in the current campaign.

To aid marketers in making informed decisions, we offer multiple benchmarks, like historical peaks and averages. Given the complexity and multidimensionality of the data, simplifying the information is a significant challenge. We address this by structuring the data and introducing new visualization methods.

Assets Breadth

Assets Depth

The design aims to help marketers visualize the flow of R1 to R5 across different Ad Spaces, indicating whether there is a gradual loss or gain of audience. This insight assists marketers in understanding the necessary optimization steps for future campaigns. To enhance the efficiency of viewing flow results, we have redefined different views, including Audience, New Customers, Loyal Customers, Existing Customers, Alienated Customers, and Lost Customers.

Assets Depth

Assets Health

The primary objective is to provide marketers with a clear view of their brand's R3 audience within the market. These individuals have not yet made a purchase but are already engaging with the brand. We offer insights into how your brand compares to others in different Ad Spaces, highlighting strengths and weaknesses.

Assets Health

Assets Endurance

The design philosophy is centered on understanding ad frequency decisions for your brand and others. Initially, we help marketers see the relationship between ad frequency and conversion numbers for their brand, allowing them to compare their performance with that of other brands. Subsequently, we assist in allocating the budget between performance-based advertising and brand advertising to maximize ad effectiveness.

Assets Endurance

Config

Check how the report was created at any time.

Config

Effect

Platform Performance

Tencent Ads Ruyi has delivered outstanding results across all modules, driving an 80% increase in inquiries from potential audiences received by advertisers. Notably, 71% of clicks led to significant actions. This platform has surpassed industry benchmarks, achieving a 20% boost in audience asset turnover.

Client Success Stories

Smartphone Manufacturers

Major brands like Vivo and Huawei have experienced significant marketing improvements after adopting Tencent Ads Ruyi. For example, Vivo witnessed a 27% increase in the conversion rate of audience interested in competing brands from R1 to R3 stages. Huawei observed a 70% growth in the audience who switched to high-end models compared to the previous generation.

Biostime

By conducting a marketing retrospective analysis, Biostime identified a gap between potential audience penetration and the scale of its resonant audience (R3). The company achieved a 129% increase in potential audience penetration and a 500% year-over-year growth in R3.

Automotive

Extensive testing in the automotive industry, particularly with the concept of potential audience (R0), has yielded impressive results. By uploading first-party data and binding it to R0, automotive brands have successfully prioritized reaching potential customers and then filled the funnel with R0 audience. This approach has led to higher conversion rates for large-scale campaigns, shorter conversion cycles for potential audience segments, and a reduced attrition rate of brand asset audiences.

Last but not least

In this project, calculating and visualizing various metrics seemed like a daunting task. And it truly was, especially since preparing the data consumed a significant amount of time. But the real kicker was that this was the first major project after the business split - we had to prove that it was worth doing. Navigating how to leverage our existing expertise, collaborate with new partners, and mentor new design team members was no walk in the park. Gaining the trust of our collaboration partners and the recognition of our new superiors was, in fact, the most challenging part. We've definitely been through a tough time.