2. WHAT IS CCS?…
• CCS (Consumer Connection System) is Carat’s proprietary consumer insight study
that was created to respond to the increasingly fragmented communications
landscape. It offers a single source measurement of consumer’s interaction and
engagement with a broad range of touchpoints.
• Through continuous evolution, CCS ensures the latest digital touchpoints are
measured, including social media, mobile phones and tablets activities
• CCS underpins Carat’s ICP (Integrated Communications Planning) framework and
provides rich data to fuel the Portrait, Footprint and Journey steps
3. WHY DO WE HAVE CCS?…
• Competitive advantage
• Better work
• Global consistency
• Additional revenue
• New Business
4. Carried out across 40+ markets in 2011
WHERE IS CCS? Nationally representative samples
Online + offline methodology (US employs an
online survey)
Core Markets will be available in Telmar (timing TBD) : US, Germany, Spain, Italy, Australia, Austria, France, Russia and Japan
CCS 2011/2012 Markets: Australia, Austria, China, France, Germany, Ireland, Italy, Japan, Malaysia, Russia, South Africa, South
Korea, Spain, Taiwan, Thailand, Turkey, UK, Ukraine, US, Belgium, Brazil, Bulgaria, Canada, Czeck Republic, Denmark, Egypt, Finland, Hungary, India, Indonesia, Israel, Saudi
Arabia, Latvia, Lebanon, Lithuania, Morocco, Netherlands, New Zealand, Poland, Portugal, Romania, Russia, Slovakia, Switzerland, UAE, Vietnam, Philippines, Mexico
5. …AND WHAT DOES IT DO?
Targeting Media consumption
Consumer Touchpoints
Who are my How can I target
most valuable my consumers
Segmentation consumers and how more effectively? Ad effectiveness
can I understand
them better?
Pen portraits Media States
Content
What type of
content is most
Engagement relevant Journey
6. CCS BENCHMARK
Magazines Out of Home Media Internet Word-Of-Mouth Decision Making
Demographics Media Effectiveness Direct Marketing Cinema
Daily Diary Attitudes Social Media Sponsorship
Travel Television Mobile phones Advertising
Newspapers Radio Promotions Product categories
Events Sports Product Purchase Channel Planning
Brands PR Hobbies & interests Internet Celebrity endorsement
7. CCS US STRUCTURE
US Media & Lifestyle
Benchmark
27,000+ Respondents
(20,000 + 7,000 bonus sample)
Age 15-64
60 minute
Custom Client
online survey Re-Contact
Up to 7,500 respondents
Category Insight Brand data/
Usage and Attitude Segmentation data is
merged with the media
Brand/product affinity
and lifestyle data to
Segmentation (targeting) make insights truly
Consumer Journey media actionable
* Varies per market
8. WHAT’S NEW WITH CCS 2011
• Sample size more than doubles
• 20,000+ AND a bonus sample of 7,000 = 27,563
• Allows for more stable sample within smaller segments
• Eg. Race/Ethnicity, LGBT, DMA level, Occupation/job title
• Field dates: Mid October – Early December; Sample Boost in January
• Release date: March 2012 (in Telmar)
• Telmar row files (demos, psychographics, media) and excel macro is available to
pull a CCS 2011 full run
9. MORE STABLE SAMPLES IN NICHE
TARGETS
• Race/Ethnicity • Spanish language spoken at home
(among Spanish/Hispanic respondents):
• White/Caucasian: 17,929 (74%)
• Primary: 1,509 (27.4%)
• Black/African-American: 5,022 (12.6%)
• Secondary: 2,563 (41.9%)
• Asian: 2,181 (6.2%)
• No Spanish: 1,873 (29.7%)
• Other: 3,699 (7.3%)
• Prefer not to answer: 63 (1.1%)
• Spanish/Hispanic Descent:
• Sexual Preference:
• Yes: 6,008 (15.3%)
• Straight/Heterosexual: 25,277 (91.5%)
• Gay/Lesbian/Homosexual: 958 (3.8%)
• Bilingual Survey • Bisexual: 585 (2%)
• 1,128 took survey in Spanish • Transgender: 24 (.1%)
• Not sure:143 (.4%)
• Prefer not to answer: 576 (2.2%)
New Questions for CCS 2011
