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Turn Data into Consumer Insights A Samsung Electronics Case Study

Turn Data into Consumer Insights A Samsung Electronics Case Study. Joe Gillespie. November 29 th , 2007. Agenda . Consumption of Content Business Intelligence and TV Market Samsung Electronics Q&A . Consumption of Content. Information is key for the consideration cycle

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Turn Data into Consumer Insights A Samsung Electronics Case Study

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  1. Turn Data into Consumer Insights A Samsung Electronics Case Study Joe Gillespie November 29th, 2007

  2. Agenda • Consumption of Content • Business Intelligence and TV Market • Samsung Electronics • Q&A

  3. Consumption of Content • Information is key for the consideration cycle • Accelerates adoption • Influences movement further down the funnel • Provides unique insight into trending / forecasting around product consideration

  4. Business Intelligence & Consumer Insight • A unique and exclusive user view through sophisticated tools and robust research • Access to deep knowledge about CNET users & usage, and the tech category

  5. On CNET, Interest in TVs has grown significantly TVs Category Considered Users Trend Based on CNET, ZDNet and mySimon unique users who either led out or viewed a page for a product within the category; product pages include Merchant Listing pages and Product Detail pages

  6. Current TV market on CNET is competitive 13 Month Trend for User Consideration: Penetration for Top TV Brands Based on CNET, ZDNet and mySimon unique users who either led out or viewed a page for a product within the category; product pages include Merchant Listing pages and Product Detail pages

  7. A Case Study Challenge • How do you showcase a leading brand across multiple products and categories? Recognized as one of the fastest growing global brands, Samsung Electronics is a leading producer of digital TVs, memory chips, mobile phones and LCDs

  8. The Solution • An exclusive environment showcasing breadth of products across multiple categories • Reinforces brand positioning to provide more relevant context to product listings • View it in action here

  9. The Solution • Integration points drive shoppers to • the samsungstore to search through • reviews, pricing, offerings & • accessories

  10. The Results • TVs market continues to grow • Samsung consideration is growing, outpacing the market • Samsung is #1 in user awareness and consideration on CNET • YOY lead generation growth as high as 240% in key categories Source: CNET Business Intelligence, August 2007

  11. Consideration for Samsung grows over time on CNET Considered Users: 13 Month Trend for Samsung TVs Based on CNET, ZDNet and mySimon unique users who either led out or viewed a page for a product within the category; product pages include Merchant Listing pages and Product Detail pages

  12. Don’t just take it from us… “Working together with CNET, we created a unique solution that integrates Samsung’s brands, products, messaging and advertising into the CNET environment. Our CNET program provides multiple opportunities for a consumer to be converted into a lead during the consideration process.” Louis Giagrande Samsung Electronics

  13. For a Life gone digital. www.cnet.com/advertise

  14. Appendix • About Samsung Electronics • About CNET

  15. About Samsung Electronics Samsung Electronics Co., Ltd. is a global leader in semiconductor, telecommunication, digital media and digital convergence technologies with 2006 parent company sales of US$63.4 billion and net income of US $8.5 billion. Employing approximately 138,000 people in 124 offices in 56 countries, the company consists of five main business units: Digital Media Business, LCD Business, Semiconductor Business, Telecommunication Network Business, and Digital Appliance Business. Recognized as one of the fastest growing global brands, Samsung Electronics is a leading producer of digital TVs, memory chips, mobile phones and TFT-LCDs. For more information, please visit www.samsung.com

  16. About CNET About CNET CNET is where people go to discover the latest in tech and consumer electronics. Driven by a trusted voice and a passionate community, CNET creates an open environment for people to find and use the best products to fit their lifestyle. The powerful combination of CNET's award-winning news, lab-tested product reviews, safe and spyware-free downloads, and user-generated content give people information and inspiration to live and thrive in today's digital world. www.cnet.com

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