Presentation on "Guess Who's Coming to London?" presented at the Figaro Digital Conference, July 2012

1. Olympic Insights
saul.stetson@tribalfusion-corp.com
UK Client Strategy
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2. ‘
‘ Insights exposes data and science to help you make smarter decisions
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3. Tribal Fusion Insights Command Centre June 2012
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6. This is how we did it...
Behavioural patterns We found over 12,000 Then compared these
for over 1.1 million statistically significant predictors across
user profiles across the predictors that sports and regions to
EU and 6 further identified Olympic see what our Olympic
countries sports fans tourists may be like
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7. Maybe the Euro will collapse before the games so
we’ll have less tourists... But who in the UK is most
likely to know if Greece (or Spain or Portugal) are
solvent?
a) A Basketball Fan
b) A Tennis Fan
c) A Track Fan
d) A Football Fan
The Tennis fans are older, better educated
and 7 times more likely to be looking at news
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8. The guy standing next to you at the pub seems
flushed whilst he challenges you to a game of
snooker. You try and guess what he’s been up too...
a) Playing golf
b) Fresh from his afternoon swim
c) Cycling
d) Drinking all day
Golf fans are 17 times more likely to be snooker
fans (and least likely to be swimmers or cyclers)
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9. Lets take a short tour of the fan world...
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10. Australia
Anyone for a beer? The next Gordon Ramsey?
Australian swim fans are 22 times more likely to Australian Kayakers are 29 times more likely to be
be interested in nightlife looking for kitchen appliances
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11. United States
How would you like
Go Go Gadget... bike?
that cooked?
America is home to a lot of adult BMX fans, who American golf fans are 15 times more likely to be
are 15-25 times more likely to be interested in interested in going out for a steak
technology
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12. India
Keep fit Do you have the time?
Indian swim fans are 22 times more likely to be Indian volleyball fans are 23 times more likely to
looking at fitness topics and 8 times more likely to be looking at luxury watches online
be buying health products
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13. Canada
Care for a round of....
Who knew? Kayaking?
Canada was the only country that had enough Kayaking fans in Canada are 6 times more likely to
badminton fans to make any statistical predictions be a business executive
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14. But what about us?!
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15. We came up with it but it’s a Indian football fans are 10 The Europeans like cycling a lot
Canadian game now times more likely to be more than we do
interested in David Beckham
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16. So why are we doing this again....?
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18. We love sports!
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19. A few interesting insights...
Our swim fans are Our tennis fans Cycling fans are more likely
likely to be parents really like reality TV to be computer geeks
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20. Insights in
Practice
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21. Understanding Real Convertors
An online recruitment management company
wanted to understand who simply signed up to
the website and who posted their CV’s
Engineers / Programmers
First Home Buyer Casual
Games
Post
Retirement
Service Sector
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22. Understanding Sales Drivers
An online clothing retailer was looking to better
understand its main sales drivers
Targeting Criteria x Lift
Shoes 777
Footwear 777
We found that:
Men 708
Clothes 660
• Footwear was the anchor purchase
KTM 556
eCommerce 528 • No Women's apparel
Mitsubushi… 509
• Interest in tech suggesting early adopters
Univercell 494
• Interested in cars and clothes
Startups 494
Jeep 488
Hummer 487
Nissan 480
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23. Understand Seasonal Trends
An online multi purpose retailer discovered that throughout
the year it was the go to for gadgets with a predominantly
male audience behaviours
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
But in the run up to Christmas, shoppers were more likely to be
the female heads of households in a hurry!
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24. Intelligent Marketing Segmentation
An insurance provider offered two very different types of cover
that appealed to very different types of person...
Comprehensive High-Excess
Plan Plan
Autos
Behaviours
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26. blog.tribalfusion.com/uk/
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