With Claudia Willvonseder, IKEA Group Wednesday 20 June | 14:00 | Debussy Theatre Kantar Consulting, IKEA & Wunderman present: HOW DATA IS REINVENTING THE FLATPACK EMPIRE
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With Claudia Willvonseder, IKEA Group
Wednesday 20 June | 14:00 | Debussy Theatre
Kantar Consulting, IKEA & Wunderman present:
HOW DATA IS REINVENTING THE FLATPACK EMPIRE
GOOD RESULTS WITH SMALL MEANS
Our Vision
TO CREATE A BETTER EVERYDAY LIFE AT HOME FOR THE MANY PEOPLE
DEMOCRATIC DESIGN
Everything we design has a
CAREFUL THOUGHT INSIDE IT
Highchair with safety belt
ANTILOP
€15Article no: 890.417.09
The ingenuity of our
BUSINESS MODEL
We are striving to operate in a more
PEOPLEAND PLANET POSITIVE way
Bath towel
HÄRENWhite
€7,9970x140 cmArticle no: 501.635.46
How we learn about
THE CHANGING FACE OF LIFE AT HOME
Our most famous
MARKETING TOOLS
And our most
MEMORABLE CAMPAIGNS
INSIGHT CREATIVITY LOVE
X 153
34 bn EUR
785mstore visits
2.2bnikea.com visits
118mIKEA FAMILYmembers
IKEA GROUP
We know that
DATA CAN MAKE US MUCHMORE EFFECTIVE
WE BELIEVE DATA CAN MAKE IKEA EVEN MORE INSIGHTFUL AND CREATIVE
We’ve made
some good progress
BUT WE WANTTO GO FURTHER
How can IKEA convert the other half of the human race?
20-piece basic train set
LILLABOMulticolour
€7,99Article no: 003.200.54
QUESTION
ANSWER
By weaving together survey, media and DMP data, we create A WHOLE HUMAN view and much smarter briefs 2D > 3D
ANSWER
By lookalike modelling our 3D segments onto M-Platform, we create audiences we can target much better
QUESTION
How can IKEA harnessthe content its customers publish to improve marketing performance?
ANSWER
Image Recognition and AI allow IKEA to measure its
VISUAL BRAND EQUITY
ANSWER
IKEA can examine the comparative effectiveness of IKEA-owned content with UGC to inspire better
CONTENT
How can Children’s IKEA use data to make it
TRULY FAMOUS?
The home is
A PLAYGROUND
Book display
FLISAT
€19,99Article no: 002.907.83
THREE KEY ISSUES
We’re concerned
about our kids
- DEVELOPMENT& BEHAVIOUR
- BUILDING CREATIVE SKILLS
- TIME FORCREATIVE PLAY
And one huge OPPORTUNITY
12%Little
Explorers
5%Gender Neutral Play
16%Mini Works
of Art
23%Creativity in
the Classroom
35%BUILDING & CONSTRUCTION
What if IKEA could make the world a more
CREATIVE PLACE?
Data showed us that every home needed
HELP WITH PLAYTIME
Play kitchen
DUKTIG
€79,99Article no: 603.199.72
Animation coming soon
Any box
CAN PLAY
Coolest creations
SHOWCASED IN STORE
Grown ups
CAN PLAY TOO
GOOD RESULTS WITH SMALL MEANS
THANK YOU!
With Thanks to
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