AIA Vietnam Distribution Digital

Marketing Acceleration
Ideation workshop #1
Pre-read material

20th October 2021

1 AIA confidential and proprietary information.

Not fordistribution.
Context
and Objectives 5 I’s approach

The ideation workshop brings

together experts from
marketing, product, analytics
campaign, digital
advertising/marketing,
consulting team, and data from Ideation Intelligence Inception Interventions Independence
both AIA and Tiki to discuss workshop Assesses Translates raw Delivers changes Transfers
how the next campaign shall be performance data into business to capture analytics skills
Identify
executed. potential and performance identified and technology
transformative
analytics delivery feasibility performance gains to client
opportunities and
Why are we doing this? technical scoping
Developing key targeting
rules and scoping them
enables the organization to We are starting with the Ideation workshop
make informed decisions to list down initial hypothesis on who to
about which rule should be target and how best to reach them
tested/executed first

2 AIA confidential and proprietary information.

Not fordistribution.
How the Ideation Workshop will work out over
the coming weeks
Today's focus

More workshops (if

Ideation workshop
required)

Date Wednesday, Oct 20

Objective Understand the current thinking and how the

ideation workshop will work

What we Recap AIA x Tiki journey to be launched, key

will do customer segments, products, and available
data domains
Start initial thinking on WHO to target and
identify HOW best to target them

What we Initial list of targeting rules by customer

plan to purchasing and browsing behaviour
achieve

3 AIA confidential and proprietary information. Not fordistribution.

We have developed a hypothesis for 5 preliminary customer segments for digital
campaign testing
1 2
Retirees
Customer segment
 50+ years old
Hypothesised  Retired or considering
segment definitions retirement
 Dedicating time for
hobbies, traveling
 Health related product
purchases
E-commerce  Less search, more ad
behaviour driven purchases
 HI (All)
Target AIA product  Cancer
Even elder people can
and should buy
insurance
Example messages
for the segment
4 AIA confidential and proprietary information. Not fordistribution.
3 4 5
Sophisticated Experienced Young family Young digital savvy
homemaker professional/ professionals/
business owner students
 30-45 years old  31 -40 years old  25-35 years old  20-30 years old
 Married  White collar and career  Recently married  Single
 3 generations: Takes focused  Plan to/have children  Comfortable job
care of parents and  Taken out first  Stable job  Eager to spend/invest
children long-term loan
 Wide range of product  Quick purchases, with  Children’s product  Travel/leisure/
purchases (household targeted search purchase recreational purchases
decision maker)  Deals/discounts driven  Longer purchase  Want products with
 Discount driven (Budget duration (Budget immediate benefit
conscious) conscious)
 HI (All)  HI (All)  HI (All)  HI (All)
 Cancer  HI (Acc)  HI (Acc)  HI (Acc)
 Critical illness  Mile insurance (PA)  Mile insurance (PA)  Mile insurance (PA)
Save cost and still have Save cost and still have Save cost and still have Buying insurance when
income if you have to be income if you have to be income if you have to be you are young helps you
hospitalized hospitalized hospitalized get the protection you
need at the best price
A way to provide Buy insurance to protect A way to provide
financial protection for your retirement plan and financial protection for
your loved ones avoid incurring debt in the your loved ones
rainy days
With an understanding of segment characteristics, product campaigns can be
prioritized across different customer segments Products available for Dec launch Future products

1 2 3 4 5
EXAMPLE

Product Value Product Retirees Sophisticated Experienced Young family Young digital savvy
proposition example homemaker professional/ professionals/
business owner students

Medical Free COVID

cover

Hospital
Income (All
causes

Accident HI (Accident)
Mile
Insurance

Critical 3 Major CI
Illness Cancer

Life Term life

protection

5 AIA confidential and proprietary information. Not fordistribution.

Targeting customers involve leveraging data to understand their behaviors
and create the right targeting rules (1/2) ILLUSTRATION
PRELIMINARY

AIA VN data domains 1 2 3

Insured profile Product holding Channel
 Current age  Endowment/saving  Agency
 Acquisition age  Whole life  Banca
 Gender  Personal accident  Other e.g., broker,
 Region/province  Health product marketing
5 1
 Tenure  Education product
 Recency  Critical Illness product
 Marital status  One or multiple products
 Children
 Occupation

4 2
4 5
Payment type Identity
3  Direct billing  Prestige indicator (VIP
 Auto payment (automatic membership)
bank account/credit card
deduction)
 Pay mode (monthly/
quarterly/annually)

6 AIA confidential and proprietary information. Not fordistribution.

Targeting customers involve leveraging data to understand their behaviors
and create the right targeting rules (2/2) ILLUSTRATION
NOT EXHAUSTIVE

Tiki data domain 1 2 3

Customer Journey Product NMV/Sales
 Last logged in  Product name  Order datetime
 Customer ID  Prod. category L1 (11  Product bought
1  Datetime categ.)  Product name
 Session  Prod. category L2 (>200  Product price
 categ.)
Event:  Order value
‒ View  Prod. category L3 (> 1000  Delivery location: ward,
6 2 categ.)
‒ Search city, region
‒ Add to cart  Payment method
‒ Checkout
‒ Purchase
 Device & platform

5 3
4 5 6
Geolocation User profile Brands/merchants
4  City  Customer ID  Merchant name
 Region  1st order information  Brand name
 Country  Deal & deal value used  Merchant category
 Coupon used
 Preferred payment method
 Favorite brand and seller

7 AIA confidential and proprietary information. Not fordistribution.

Today we understand Tiki customers based on app usage, browsing
and purchasing behaviour (1/2)
Daily trend in Tiki customer orders (Jun, Jul 2021) Unique customer sessions by time of day1
Orders #; Day/Week# # customers, 000s
150,000 25,000
20,585 19,617
20,000
100,000 16,384
15,000
50,000
10,000
4,534
0 5,000
Sun/25

Sun/30
Sun/22

Sun/23

Sun/24

Sun/26

Sun/27

Sun/28

Sun/29

Sun/31
0
Morning Afternoon Evening Late night

6.6 super sale 7.7 super sale

Order numbers peak at the beginning of the week on a Monday and Orders peak during the afternoon and evening, with the
taper off over the week, Sunday being the lowest highest peak hours between 8pm to 10pm, making it the
Super-sales days raise orders by 2-3x prime time for any campaigns –
Campaigns can be focused to occur during these peak times
1. From a sample of 900k customers from 1st July to 31st July 2021
2. Morning: 6:00am-11:59am; Afternoon 12:00pm-17:59pm; Evening 18:00pm-12:00am; Late night 12:00am-5:59am

8 AIA confidential and proprietary information. Not fordistribution.

 Today we understand Tiki customers based on app usage, browsing and
purchasing behavior (2/2)
Bubble size indicates scale of product views 10,000 views 250,000 views

Unique customers by spending group Browsing and purchasing behavior by product

Percent of total customers segments
Average order size: Average order size: Average order size:
100% < VND 300K VND 300K to 1M > VND 1M Percent purchase1
or or or
20%
80% Sum of order size: Sum of order size: Sum of order size:
< VND 2M VND 2M to 10M > VND 10M
Tiki Bookstore
Toys - Mother & Baby Service
58.6% 15%
60% Home - Life
Beauty - Health
Online Store
Fresh food
Digital Devices - Digital Accessories
Men’s Fashion

40% 10% Sports - Picnic

31.8% Backpacks and Suitcases
Men’s shoes Fashion accessories
Electric Appliances
Cars - Motorcycles - Bicycles
Women’s shoes Watches and Jewelry Men’s fashion bag
Camera Camcorder
Women’s Fashion
20% 5% Laptop - Computer - Components Women’s fashion bags
9.6% Electronic refrigeration Phones - Tablets

0% 0%
Low spending Medium spending High spending 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% 55%
Percent Add-to-cart1

A significant proportion of Tiki users are in the low spending Books are most likely purchases among products viewed
group indicating a high usership by educated/literate customers
This may indicate customers will be more responsive to products Beauty health and infant/mother products are second with the
with lower ticket premiums likelihood of high number of female users
1. After viewing the product

9 AIA confidential and proprietary information. Not fordistribution.

Some product categories may have a high correlation to insurance needs

Insurance category Product category

Medical devices – E.g.: Blood pressure monitors, oximeters
Health related insurance:
 COVID cover Vitamins and supplements
 Hospital Income (All causes) Organic food products
 Major Critical Illness
Gym/exercise equipment

Bags and luggage

Accident related insurance
 Hospital Income (Accident) Travel accessories
 Mile Insurance Motorcycle/bicycle safety equipment
Vehicle accessories

High risk recreation equipment

Infant consumable products

Life insurance
Infant-mother clothing, bedding and toy products
Motorcycle/bicycle safety equipment
Work safety equipment
10 AIA confidential and proprietary information. Not fordistribution.
Examples of life-stage segmentation based on purchasing/viewing behaviour

Experienced Professional/
Retirees Sophisticated homemaker
Business Owner
Health & Beauty Functional foods, massage machines & Home – Life Household appliances, Kitchen utensils Backpacks & Backpack Suitcase, suitcase accessories
healthcare equipment Suitcases
Health – Beauty Functional foods, Massage Machines &
Home – Life Furniture, outdoor & garden. not active on Healthcare Equipment
the platform: check 1-2 times every month Tiki Bookstore Vietnamese book. English Books
Women’s Fashion Middle-aged fashion C
Moving in new Furniture, bedroom furniture, dining room
home, Home – Life utensils, home decoration, kitchen tools
Men’s Fashion Middle-aged men's clothing Sports – Picnic Men’s sportswear, equipment – sports
Electronic Household appliances, kitchen utensils equipment
Appliances Sports Picnic at-home sports equipment
(treadmill, exercise bike)
Electronic Television, washing machine
refrigeration

Young family with child Young professional/ University student

Toys – Mother & Baby items, toy, getting pregnant, mother Tiki Bookstore English Books, Vietnamese book , Stationery
baby & baby fashion, diapers, taking care of
Women's Fashion All
pregnant and post- partum mothers,
Nutrition for babies Women's shoes All

International Mother & baby Phones – Tablets All

Goods Digital Devices – Digital Accessories All

Watches & Children’s watch, Might be active on Laptop – Computer – Components All
Jewelry family-oriented promotions, e.g., Lunar
Online Store Snacks
New Year, Mother's Day, Christmas
Sports – Picnic Men's sportswear, Equipment (sports), Energy food supplement
Home – Life Bedroom furniture

11 AIA confidential and proprietary information. Not fordistribution.