Proprietary + Confidential

Understanding the Kolkata

Insights Audience

ramneekb@google.com
Aug 10, 2022
 Proprietary
Proprietary ++ Confidential
Confidential

Audience Insights Data with benefits

What can it provide? User Signals
● A holistic understanding of who your audience is, what Insights are derived from observed, rather than declared, behavior
they care about and the content they are consuming, eliminating a common research bias
based off of their behavior online

● Custom, detailed audience personas created from

Depth
clusters of similar users
By tapping into Search and YouTube, Google can quickly help
How does it work? Kolkata Insights better understand audiences based on their
interests in topics and brands, their affinities, and their
shopping behavior

● Uses anonymized and aggregated Google signals

such as Google Search and YouTube Freshness
● Refreshed weekly Results are reported and refreshed quicker than traditional
● Reflects past 30 days activity market research
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How we defined your

audience

We defined your audience as:

Kolkata, Anyone 18+ in May 2022

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Demographic composition of selected audience

Gender Parental Status

Female Male Not a parent Parent

40% 60% 65% 35%

Age Household Income

Your audience
Comparison audience
Google Internal Data, as of Aug 10, 2022
Google-defined lifestyle, psychographic, and behavioral audiences based on anonymized and aggregated Google signals.
Audience defined as Kolkata, Anyone 18+ in May 2022, as compared to the audience living in India, Anyone 18+ in the last 30 days
 Proprietary + Confidential

Where is the Kolkata Insights audience?

Geographic Index Geographic Share

How likely your audience is to be in each location compared to % of your audience present in each State or DMA
the benchmark audience.

1.0x 43.1x 0% 7.5%

Google Internal Data, as of Aug 10, 2022

Google-defined lifestyle, psychographic, and behavioral audiences based on anonymized and aggregated Google signals.
Audience defined as Kolkata, Anyone 18+ in May 2022, as compared to the audience living in India, Anyone 18+ in the last 30 days
 Proprietary + Confidential

What are they passionate about?

When compared to the audience defined as "India, Anyone 18+ in the last 30 days" your audience is likely to be passionate
Bargain Hunters, Rock Music Fans, Beauty Mavens.

2.0x more likely to be 2.3x more likely to be 1.7x more likely to be 2.5x more likely to be 2.3x more likely to be

Indie & Alternative

Bargain Hunters Rock Music Fans Beauty Mavens Luxury Travelers
Rock Fans
71.0% of Total Audience 37.0% of Total Audience 43.0% of Total Audience 18.0% of Total Audience 22.0% of Total Audience

They pride themselves on “never
paying full price”
The collect coupons and shot at
discount outlets stores online and
offline
They are willing to spend the time
to get the extra discount
They enjoy listening to rock music
They spend a lot of time listening to
music and cultivating their music
interests
They own top of the line audio
equipment, speakers and
headphones
They spend a considerable amount
of their disposable income on
beauty products
They are well versed in the pros and
cons of different cosmetics and
creams
They have personal beauty
regimens that they have honed over
many years
They enjoy listening to alternative
rock and indie music
They spend a lot of time listening to
music and cultivating their music
interests
They own top of the line audio
equipment, speakers and
headphones
They travel in style, whether it be
for business or pleasure
They will pay the additional fee
for to have the maximum comfort
They travel to expensive, far-away
locations for holiday

Google Internal Data, as of Aug 10, 2022

Google-defined lifestyle, psychographic, and behavioral audiences based on anonymized and aggregated Google signals.
Audience defined as Kolkata, Anyone 18+ in May 2022, as compared to the audience living in India, Anyone 18+ in the last 30 days
 Proprietary + Confidential

What are some of their top interests?

When compared to the audience defined as "India, Anyone 18+ in the last 30 days" your audience is uniquely interested in
Hobbies and Activities, Foods and Sports.

Hobbies and Activities Foods Sports

Guitar 2.0x Kosha Mangsho 11.0x Soccer 1.3x

Flash mob 3.1x Bengali Thali 13.0x Cricket 1.1x

Cooking 1.0x Chingri malai curry 8.6x Test cricket 1.4x

Do it yourself 1.0x Pointed gourd 6.2x Twenty20 1.2x

Dance 1.0x Machher Jhol 7.4x One Day International 1.3x

Google Internal Data, as of Aug 10, 2022

Google-defined lifestyle, psychographic, and behavioral audiences based on anonymized and aggregated Google signals.
Audience defined as Kolkata, Anyone 18+ in May 2022, as compared to the audience living in India, Anyone 18+ in the last 30 days
 Proprietary + Confidential

What are they shopping for?

When compared to the audience defined as "India, Anyone 18+ in the last 30 days" your audience is uniquely interested in Car
Rental, Trips to India and Travel.

2.9x more likely to be 2.7x more likely to be 1.6x more likely to be 1.7x more likely to be 2.6x more likely to be
in-market for in-market for in-market for in-market for in-market for

Car Rental Trips to India Travel Telecom Credit Cards

14.0% of Total Audience 13.0% of Total Audience 38.0% of Total Audience 25.0% of Total Audience 9.0% of Total Audience

2.0x more likely to be 1.6x more likely to be 1.3x more likely to be 3.0x more likely to be 1.5x more likely to be
in-market for in-market for in-market for in-market for in-market for
Payment
Mobile Phone Credit & Lending Beauty & Personal Trips by Destination
Processing &
Service Providers Care
Merchant Services
15.0% of Total Audience 23.0% of Total Audience 40.0% of Total Audience 6.0% of Total Audience 25.0% of Total Audience
Google Internal Data, as of Aug 10, 2022
Google-defined lifestyle, psychographic, and behavioral audiences based on anonymized and aggregated Google signals.
Audience defined as Kolkata, Anyone 18+ in May 2022, as compared to the audience living in India, Anyone 18+ in the last 30 days
 Proprietary + Confidential

What personas are interested in Kolkata Insights?

Persona 1 Persona 2 Persona 3 Persona 4 Persona 5

Top Affinities: Top Affinities: Top Affinities: Top Affinities: Top Affinities:

Male, Not a parent, Avid Investors, Female, 30 Minute Chefs, Beauty 18-24, Male, Not a parent, World Music 35-44, Male, Parent, World Music Fans, Hardcore Gamers, Casual & Social
Cricket Enthusiasts Mavens Fans, Fans of South Asian Film Aspiring Chefs Gamers

25% of Audience 24.2% of Audience 18.3% of Audience 17.7% of Audience 14.8% of Audience

Unique Affinities: Unique Affinities: Unique Affinities: Unique Affinities: Unique Affinities:
• Luxury Travelers • Home Decor Enthusiasts • Classical Music Enthusiasts • Aspiring Chefs • Roleplaying Game Fans
• Beachbound Travelers • Fashionistas • Fans of South Asian Film • World Music Fans • Adventure & Strategy Game Fans
• Family Vacationers • Beauty Mavens • World Music Fans • Casual & Social Gamers
• Cricket Enthusiasts • 30 Minute Chefs • Hardcore Gamers
• Avid Investors

Unique Interests: Unique Interests: Unique Interests: Unique Interests: Unique Interests:
• Tips Industries • Bappi Lahiri • Multiplayer video game
• Stock • Dal
• Masala • Zee Music Company • Mohammed Aziz • Adventure game
• Finance
• Pritam Chakraborty • Mithun Chakraborty • Role-playing video game
• Bat-and-ball games • Baking
• Remix • Open world
• Investment • Curry • Jackie Shroff
• Sameer Anjaan
• Bank • Asian cuisine • Kavita Krishnamurthy • Superhero
Google Internal Data, as of Aug 10, 2022
Google-defined lifestyle, psychographic, and behavioral audiences based on anonymized and aggregated Google signals.
Audience defined as Kolkata, Anyone 18+ in May 2022, as compared to the audience living in India, Anyone 18+ in the last 30 days
 Proprietary + Confidential

Persona 1 25% of Total Audience

What are this audience’s Age Distribution What affinities are most unique for this persona?
top affinities?
Share Relevance

Luxury Travelers 42.0%

Beachbound Travelers 57%

Family Vacationers 57.0%

Male, Not a parent, Avid Investors, Cricket Cricket Enthusiasts 71%

Enthusiasts
Avid Investors 91%

Gender Parental Status

What interests are most unique for this persona?
Share Relevance

Stock 36%

Finance 41%

Bat-and-ball games 44%

Investment 45%

Bank 45%

Google Internal Data, as of Aug 10, 2022

Google-defined lifestyle, psychographic, and behavioral audiences based on anonymized and aggregated Google signals.
Audience defined as Kolkata, Anyone 18+ in May 2022, as compared to the audience living in India, Anyone 18+ in the last 30 days
 Proprietary + Confidential

Persona 2 24.2% of Total Audience

What are this audience’s Age Distribution What affinities are most unique for this persona?
top affinities?
Share Relevance

Home Decor Enthusiasts 60%

Fashionistas 64%

Beauty Mavens 87%

Female, 30 Minute Chefs, Beauty Mavens 30 Minute Chefs 88%

Gender Parental Status

What interests are most unique for this persona?
Share Relevance

Dal 40%

Masala 54%

Baking 56%

Curry 61%

Asian cuisine 62%

Google Internal Data, as of Aug 10, 2022

Google-defined lifestyle, psychographic, and behavioral audiences based on anonymized and aggregated Google signals.
Audience defined as Kolkata, Anyone 18+ in May 2022, as compared to the audience living in India, Anyone 18+ in the last 30 days
 Persona 3
Proprietary + Confidential

18.3% of Total Audience

What are this audience’s Age Distribution What affinities are most unique for this persona?
top affinities?
Share Relevance

Classical Music Enthusiasts 49%

Fans of South Asian Film 70%

World Music Fans 84%

18-24, Male, Not a parent, World Music Fans, Fans

of South Asian Film

Gender Parental Status

What interests are most unique for this persona?
Share Relevance

Tips Industries 46%

Zee Music Company 52%

Pritam Chakraborty 53%

Remix 54%

Sameer Anjaan 46%

Google Internal Data, as of Aug 10, 2022

Google-defined lifestyle, psychographic, and behavioral audiences based on anonymized and aggregated Google signals.
Audience defined as Kolkata, Anyone 18+ in May 2022, as compared to the audience living in India, Anyone 18+ in the last 30 days
 Persona 4
Proprietary + Confidential

17.7% of Total Audience

What are this audience’s Age Distribution What affinities are most unique for this persona?
top affinities?
Share Relevance

Aspiring Chefs 61%

World Music Fans 63%

35-44, Male, Parent, World Music Fans, Aspiring

Chefs

Gender Parental Status

What interests are most unique for this persona?
Share Relevance

Bappi Lahiri 36%

Mohammed Aziz 37%

Mithun Chakraborty 37%

Jackie Shroff 39%

Kavita Krishnamurthy 39%

Google Internal Data, as of Aug 10, 2022

Google-defined lifestyle, psychographic, and behavioral audiences based on anonymized and aggregated Google signals.
Audience defined as Kolkata, Anyone 18+ in May 2022, as compared to the audience living in India, Anyone 18+ in the last 30 days
 Persona 5
Proprietary + Confidential

14.8% of Total Audience

What are this audience’s Age Distribution What affinities are most unique for this persona?
top affinities?
Share Relevance

Roleplaying Game Fans 52%

Adventure & Strategy Game

70%
Fans

Casual & Social Gamers 83%

Hardcore Gamers, Casual & Social Gamers Hardcore Gamers 94%

Gender Parental Status

What interests are most unique for this persona?
Share Relevance

Multiplayer video game 56%

Adventure game 56%

Role-playing video game 58%

Open world 61%

Superhero 62%

Google Internal Data, as of Aug 10, 2022

Google-defined lifestyle, psychographic, and behavioral audiences based on anonymized and aggregated Google signals.
Audience defined as Kolkata, Anyone 18+ in May 2022, as compared to the audience living in India, Anyone 18+ in the last 30 days
 Proprietary + Confidential

Persona 1 Persona 2 Persona 3

–––

Persona 4 Persona 5

What stood out to you for your brand?

Google Internal Data, as of Aug 10, 2022
Google-defined lifestyle, psychographic, and behavioral audiences based on anonymized and aggregated Google signals.
Audience defined as Kolkata, Anyone 18+ in May 2022, as compared to the audience living in India, Anyone 18+ in the last 30 days
What are their top interests on YouTube?
Proprietary + Confidential

Your audience is likely to be watching WINDOWS, Saregama Bengali and Tanhir Paakshala.

Top Channels Top Topics

Channels Videos Subscribers Index Share Index Relevance

Soccer 14.0%
WINDOWS 574 651K >20x 3.0x
5.0%

Saregama Bengali Pop Music 40.0%

6K 5.4M 13.0x 1.7x
23.0%

Tanhir Paakshala Lifestyle 96.0%

1K 1.6M 18.0x 1.0x
96.0%

Entertainment 96.0%
Asha Audio 1.5K 1M >20x 1.0x
97.0%

Music 96.0%
Times Music Bangla 364 777K 19.0x 1.0x
96.0%

Filmi 89.0%
Hoichoi 1.3K 2M >20x 1.0x
86.0%

Movies 96.0%
Mirchi Bangla 910 2M >20x 1.0x
97.0%

Google Internal Data, as of Aug 10, 2022

Google-defined lifestyle, psychographic, and behavioral audiences based on anonymized and aggregated Google signals.
Audience defined as Kolkata, Anyone 18+ in May 2022, as compared to the audience living in India, Anyone 18+ in the last 30 days
What videos are they watching across all of
Proprietary + Confidential

YouTube?
Index 19.0x Index >20x Index >20x Index >20x Index >20x
Index >20x
WINDOWS TAPA TINI | OFFICIAL TAPA TINI | OFFICIAL KI MAYAY | SHREYA EI MAYABI CHANDER SHOHAGE ADORE |
574 videos VIDEO SON by VIDEO SON by GHOSHAL | BE by RAATE | OFFI by BELASHURU | OF by
651K subscribers WINDOWS uploaded WINDOWS uploaded WINDOWS uploaded WINDOWS uploaded WINDOWS uploaded
09-Apr-2022 09-Jun-2022 10-May-2022 01-Jan-2022 29-Mar-2022
11M views 1.2M views 1.4M views 4.5M views 1.3M views

Index >20x Index 15.0x Index 14.0x Index 14.0x Index 20.0x
Index 13.0x
Saregama Bengali Oboseshe | Kishmish | Chand Keno Aase Na | Aay Khuku Aay (Kate Na Tomari Chalar Pathe | De Dol Dol | দ দাল দাল |
5990 videos অবেশেষ | by চাঁদ কন by Samoy) by তামারই চ by Koth by
5.4M subscribers Saregama Bengali Saregama Bengali Saregama Bengali Saregama Bengali Saregama Bengali
uploaded 09-Apr-2022 uploaded 12-Sep-2017 uploaded 29-Jun-2017 uploaded 05-Oct-2017 uploaded 16-Jun-2022
3.7M views 47M views 39M views 33M views 404K views

Index >20x Index >20x Index 18.0x Index >20x Index 20.0x
Index 18.0x
পিনর মহারানী সম্পূণর্ণ কাশ্মীির িচেকন রিসিপ|কম দই পটল িনরািমষ িদেনর জন্য আলুিন|বাবার(শ্বশুর মশাই) িচেকন মহারানী|একেঘেয়
Tanhir Paakshala
িনরািমষ by উপকরণ by বািন by সােথ আ by িচেকেনর স by
1043 videos
Tanhir Paakshala Tanhir Paakshala Tanhir Paakshala Tanhir Paakshala Tanhir Paakshala
1.6M subscribers
uploaded 13-Jun-2022 uploaded 24-Jun-2022 uploaded 09-May-2020 uploaded 19-Jun-2022 uploaded 28-Jan-2021
268K views 138K views 3.4M views 106K views 2.8M views

Google Internal Data, as of Aug 10, 2022

Google-defined lifestyle, psychographic, and behavioral audiences based on anonymized and aggregated Google signals.
Audience defined as Kolkata, Anyone 18+ in May 2022, as compared to the audience living in India, Anyone 18+ in the last 30 days
What videos are they watching in Masala Movies ?
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Index 1.0x Index 1.3x

SN Media ADVENTURES OF
509 videos SRIMANNARAYANA - by
1.7M subscribers SN Media uploaded
26-Sep-2021
13M views

Index 1.4x Index 1.8x Index 1.3x

Filmy Fever Bollywood Cheap Bollywood Actors Angry

336 videos Reaction On KG by On Mahe by
71K subscribers Filmy Fever uploaded Filmy Fever uploaded
11-Apr-2022 10-May-2022
2.9M views 181K views

Google Internal Data, as of Aug 10, 2022

Google-defined lifestyle, psychographic, and behavioral audiences based on anonymized and aggregated Google signals.
Audience defined as Kolkata, Anyone 18+ in May 2022, as compared to the audience living in India, Anyone 18+ in the last 30 days
What videos are they watching in Folk Music ?
Proprietary + Confidential

Index 6.7x Index >20x Index 8.8x Index 4.6x

Banglar Gayen িবহুের লগন মধুের লগন | আসাম যােবা | Assam Jabo Bokul Ful Bokul Ful |
859 videos Bihure by | Full by বকুল ফু ল by
682K subscribers Banglar Gayen uploaded Banglar Gayen uploaded Banglar Gayen uploaded
30-Jul-2021 24-Jul-2021 09-Mar-2021
2M views 4.1M views 8.2M views

Index 5.2x Index 4.1x Index 5.9x Index 1.0x

Dhaka International Bandeh | Indian Ocean | Tumi Jano Na (তু িম জােনা Dama Dam Mast
FolkFest Dhaka by না) | by Qalandar | Noora by
513 videos Dhaka International Dhaka International Dhaka International
824K subscribers FolkFest uploaded FolkFest uploaded FolkFest uploaded
24-Dec-2019 12-Dec-2019 26-Nov-2016
2.9M views 1.7M views 30M views

Index 4.3x Index 4.9x Index 4.0x Index 6.1x

Index 3.9x
BAARISHEIN (Studio) Anuv Jain - ALAG Anuv Jain - GUL RIHA by Anuv Jain
Anuv Jain
Anuv Jain by AASMAAN (a so by (Studio) by (Studio) by
13 videos
Anuv Jain uploaded Anuv Jain uploaded Anuv Jain uploaded Anuv Jain uploaded
670K subscribers
09-Jul-2016 30-Jul-2020 15-Jul-2021 21-Jul-2019
38M views 11M views 8M views 9M views

Google Internal Data, as of Aug 10, 2022

Google-defined lifestyle, psychographic, and behavioral audiences based on anonymized and aggregated Google signals.
Audience defined as Kolkata, Anyone 18+ in May 2022, as compared to the audience living in India, Anyone 18+ in the last 30 days
 How can we reach them on Google?
Proprietary + Confidential

Taxi Service Users Public Transit Users Bargain Hunters

1M 970K 540K
Potential reach Potential reach Potential reach

Share 27% Share 46% Share 70%

Index >20x Index >20x Index >20x

Google Internal Data, as of Aug 10, 2022

Google-defined lifestyle, psychographic, and behavioral audiences based on anonymized and aggregated Google signals.
Audience defined as Kolkata, Anyone 18+ in May 2022, as compared to the audience living in India, Anyone 18+ in the last 30 days
Thought Starters for Discussion
Proprietary + Confidential

● How can Kolkata Insights more effectively reach their target customer on Google's platforms
○ Who else should we target?
○ Should we target specific Affinity or In-Market Audiences?
○ Should we create a Custom Affinity Audience for each Segment or just the top ones?

● Are our creative assets in line with what they audience is watching on YouTube?

● How can Kolkata Insights use the interests and affinities of each cluster (and the overall audience) to produce
better content that appeals to the interests of the audience(s)?

● What else can we provide your team as a next step?

● Now that we know our audience likes Soccer and Pop Music on YouTube, should we change our approach?

● If you knew someone interested in Kolkata Insights was a Male, Not a parent, Avid Investors, Cricket Enthusiasts,
is our current messaging/content relevant to that person? How could you improve it to make it more relevant to
their interests and needs?