EBay predicts parents’ purchases
EBay Advertising U.K. has launched a predictive targeting tool for identifying and segmenting "parent" shoppers. The launch is part of a larger push to use online behavior to better engage shoppers across life stages.
The "New Mums" targeting product is based on "real shopping behavior" and taps insights from eBay’s 18 million monthly unique users. Rather than use a one-size-fits-all approach to the Baby & Toddler category, the product enables brands to target gifters and other shoppers across five distinct shopper groups:
The expectants: Peak purchases during this period include nappies, nursery furniture and buggies.
New arrivals: Dummies (pacifiers) and comforters top shopping lists along with DVDs and other home entertainment for parents "going out for a night on the sofa," according to eBay.
Tiny tots: Stair gates, child locks and new car seats top wish lists for parents managing the adventures of one-to-two year-olds.
Source: eBay Internal Data 2015
Toddler time: With many parents of two- and three-year-olds having a second child on the way, a bigger family car and a tablet loaded with kid-friendly distractions become big sellers.
Pre-school mums: With kids turning four and set for school, "big changes" are underway as nurseries are converted into kids rooms and kids start craving scooters, bikes and determining their favorite toys.
"We analyze millions of data points over several years and create correlations between buying and browsing behaviors," said eBay in explaining how the tool works. "The results enable us to pinpoint the specific purchases a consumer is primed for and, in this case, what stage of motherhood they are at."
The New Mums product is the first part of the eBay Advanced Targeting predictive offering. The tool is designed to better target consumers across life-stages, seasonal events and shopper milestones – such as "premium" and "sales" Christmas shoppers; "home-movers"; "holiday makers"; and "new car buyers."
Alessandra Di Lorenzo, commercial director, eBay Advertising UK, told The Drum that the company hopes to counter any concerns from consumers around its highly-targeted advertising with heightened relevance in the consumer offerings and by promoting the program’s benefits on its site.
"Targeting based on life stage and seasonal hooks is nothing new in the industry, but our ‘eBay Advanced Targeting’ will be based on actual behavior on the site, rather than demographic assumptions" she told netimperative.com. "By looking at search and purchase history, we can help brands step away from stereotyping shoppers, and greatly improve their relevance and results."
- Use eBay to advertise to New Mums – eBay
- eBay Advertising debuts ‘predictive targeting’ tool to reach parents – netimperative
- eBay lets brands identify parents based on their shopping habits – The Drum
How effective do you think predictive targeting tools based on online shopping behavior will be? Will consumers likely find such targeting more relevant to their needs or intrusive?