On September 4th, DeepZero | iPinYou, China's leading MarTech company, and Kantar, a world-leading provider of syndicated continuous consumer research solutions jointly launched the big data solution “Activate” at the 2020 CTR Insight Summit held in Shanghai. The jointly developed solution allows brands to identify core audiences through data management and scientific prediction model, and achieve continuous digital growth by Omni-channel media activation.


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Affected by the pandemic, digitalization trends have been massively accelerated and amplified in importance. However, according to Kantar’s Consumer mix modeling (CMM), a massive amount of the brands’ campaign budget has been wasted due to inaccurate ad exposure, causing an RMB 65.5 billion loss in digital media activation.


To solve the pain point, Activate effectively links brand growth strategy to media activation. The real strength of the approach lies in its ability to expand the seed audience group through first- and third-party DMP and allow brands to segment audiences based on their actual purchasing behavior. It empowers the brand to target all-channel purchasing audiences, enlarge potential consumers, explore new business scenarios, and improve marketing effectiveness -  all within one module.


As a leading China MarTech company, DeepZero | iPinYou can activate massive data and accelerate the brand digitalization process. The matching rate of DeepZero | iPinYou’s audiences’ labels and Kantar’s seed audiences exceeded 90%. By incorporating DeepZero | iPinYou’s audiences’ labeling system into Kantar’s consumer index system, brands can demonstrate more business scenarios of consumer precise targeting.


Yanyan Song, Director of Media Products at Kantar, shared an application case study of Lyle's Golden Syrup, who identified their audiences contain cereal purchasers, oatmeal purchasers, and oats purchasers from Kantar metadatabase. Working with Activate's global partners, Lyle's Golden Syrup has expanded its product categories from dessert to breakfast and achieved both growth of brand awareness and sales volume.


As the sole partner of the Activate program in China, DeepZero | iPinYou has applied the solution to a leading FMCG brand and helped them segment consumers based on their E-commerce purchasing behaviors. The solution allows them to optimize consumer segmentation and investment strategy, monitor consumer purchasing behavior and multimedia campaigns, and enhance marketing effectiveness and ROI.


Yuji Cao, VP of the Product and Service Department of DeepZero | iPinYou stated, ”Featuring data accuracy and high availability, the jointly developed model ‘Activate’ is now available to the Chinese market and has been proven to be successful with real cases.