Facebook Purchase Behavior Targeting – Part 2 of 5

Hello friends, it has been an amazing week with all festive celebrations happening. Hope you also had a productive & blissful week.

In my last article we delved into how can you target consumers on the basis of business purchases and buyer profiles. I have done some amazing experiments with behaviour targeting feature that involved using “Clothing” & “Food and Drink” buying habits. Let’s start 🙂

Clothing

clothing

For a clothing brand this is a boon. For example, if you have a new winter-autumn collection for Men, now you can choose different options from the “Men’s” subcategory and voila – you can be rest assured that you are communicating to the exact audience that you wanted to talk to. The main categories in this tab are as follows:

  • Children’s
  • Men’s
  • Seasonal
  • Women’s

Let’s break it down further…

  • Children’s
    1. Children’s Apparel
    2. Infant and Toddler Apparel
  • Men’s
    1. Accessories
    2. Big and Tall Apparel
    3. Business Apparel
    4. Jeans
  • Seasonal
    1. Fall Seasonal Shoppers
    2. Spring Seasonal Shoppers
    3. Summer Seasonal Shoppers
    4. Winter Seasonal Shoppers
  • Women’s
    1. Accessories
    2. Business Apparel
    3. Fine Jewellery
    4. High-Ticket Apparel and Accessories
    5. Jewellery
    6. Low-Ticket Apparel and Accessories
    7. Luxury Brand Apparel
    8. Mid-Ticket Apparel and Accessories
    9. Plus Sizes
    10. Women’s Shoes
    11. Young Women’s Apparel

Imagine the amount of insights which could be gathered from this! There can be different campaigns, targeted towards different age groups, based on new product lines being launched or for a clothing line campaign…. Awesome isn’t it?

(Most of this information comes from actual purchase history through Datalogix and Epsilon.)

 

Food and Drink

This is my personal favourite. Well who doesn’t like to talk about food – What new dish are you making this weekend? Are you planning a cook along lunch? Want to surprise your spouse with a special recipe? Entering a culinary competition and want to sharpen your skills? ……… Familiar scenarios right.

All the above mentioned situations individually could be taken into account to develop a campaign.

food and drink

Clicking on the Food and Drink category will give you below options. You can target campaigns based on the foods customers are buying:

  • Alcoholic Beverages
  • Bakery
  • Beverages
  • Cereal
  • Children’s Food
  • Condiments and Dressings
  • Cooking Supplies
  • Dairy and Eggs
  • Frozen Food
  • Grocery Shopper Type
  • Health Food
  • Meat and Seafood
  • Soup
  • Sweets and Snacks

Not detailed enough? Well, click any of the above to break it down further…

  • Alcoholic Beverages
    1. Wine
  • Bakery
    1. Bakery Products
  • Beverages
    1. Bottled Water
    2. Carbonated Drinks
    3. Coffee
    4. Coffee (K-Cup)
    5. Diet Drinks
    6. Energy Drinks
    7. Hot Tea
    8. Iced Tea and Lemonade
    9. Juice
    10. Non-Dairy Milk
    11. Sports Drinks
  • Cereal
    1. All Cereal
    2. Children’s Cereals
    3. Fibre Cereals
    4. Hot Cereals
  • Children’s Food
    1. Baby Food and Products
    2. Children’s Food
    3. Children’s Food and Products
  • Condiments and Dressings
    1. Condiments
    2. Salad Dressings
  • Cooking Supplies
    1. Baking
    2. Spices
  • Dairy and Eggs
    1. Cheese
    2. Eggs
    3. Milk
    4. Yogurt
  • Frozen Food
    1. Frozen Entrees
    2. Frozen Meats and Seafood
    3. Frozen Vegetables
    4. Ice Cream and Novelties
  • Grocery Shopper Type
    1. Premium Brand Groceries
    2. Top Spenders
  • Health Food
    1. Diet Foods
    2. Fresh Produce
    3. Low-Fat Foods
    4. Natural and Organics
  • Meat and Seafood
    1. Meat
    2. Seafood
  • Soup
    1. Soup
  • Sweets and Snacks
    1. Breakfast Bars
    2. Chocolate Candy
    3. Cookies
    4. Crackers
    5. Granola Bars
    6. Non-Chocolate Candy
    7. Peanut Butter and Jelly
    8. Salty Snacks

Phew….. so many things to learn from and apply to your work in this week.

My next post will talk about how we can use the functionality of targeting consumers who buy  “Health and Beauty”, “Home and Garden”, “Household” products. Till then do amazing things … 🙂

(Facebook gets all of this information from Datalogix via “loyalty card and transaction-level household purchase data with multi-channel coverage across all product categories.”)

(Images and content courtesy www.jonloomer.com)

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