This document summarizes an event focused on data, demographics, and direct marketing. It includes presentations from three speakers on using customer data and insights to grow businesses. Steffanie Biedler discusses engaging loyal customers to advocate for a business. Kelly Benish explains how big data can be harnessed nationally to drive local revenue through targeted questions. Neil Stout emphasizes that small, local customer data ("small data") can provide useful insights through database marketing and analysis of customer characteristics and purchasing behaviors. The event provides business owners information on listening to existing customers and leveraging various data sources to improve marketing.

1. Data, Demographics & Direct Marketing
May 13, 2015

2. StatesmanMediaPresents.com
Google Seminar:
Maximizing Digital Marketing ROI
Thursday, July 16, 2015
Marketing to the New Austin in 2015
Early October 2015
Austin Inaugural Marketing Match-Up:
A Championship Competition for Austin’s Best Integrated
Marketing Campaigns of 2015
Early December 2015
B2B Event Schedule
2015

3. Today’s Presenters
Steffanie Biedler
Growing Your Business
by Listening to the
Customers You
Already Have
Director of Operations
Excellence,
SecureWorks | Dell
Kelly Benish
Harnessing Big Data
Nationally to Drive
Real Revenue
Hyperlocally
VP of Publisher
Development,
CivicScience
Neil Stout
Small Data – What You
Can Do with
Database Marketing
and Customer Analysis
Sr. Manager of
Business Development,
Statesman Media

4. 8:00 AM – REGISTRATION / LIGHT BREAKFAST
8:30 AM – WELCOME: SCOTT POMPE
8:40 AM – STEFFANIE BIEDLER | SecureWorks | Dell
Growing your business by listening to the customer you already have
9:15 AM – KELLY BENISH | CivicScience
Harnessing big data nationally to drive real revenue hyper locally
9:50 AM – NEIL STOUT | Statesman Media
What you can do with basic Database Marketing and Customer Analysis
10:10 AM – Q & A : SCOTT POMPE
10:20 AM – WRAP UP: SCOTT POMPE
AGENDA

5. Steffanie Biedler
Growing Your Business by Listening to
the Customers You Already Have

6. The bigger we get the harder it can be to hear our customers
Ask your customers these three questions:
1. How likely are you to recommend
<product/business> to a friend or
colleague?
2. What is the primary reason for the
score you gave us?
3. What’s the one thing you’d like to see
us improve?
Based on the Net Promoter® methodology developed by Bain/ & Company and Satmetrics

7. What we can learn from question 1
How likely are you to recommend <product/business> to a friend or colleague?
Identify our most loyal customers…
…and least loyal

8. Fish where the fishing is good
We’re solving for growth not just
impressions, search rankings, open rates,
click through rates, response rates and all
those other diagnostic measures…
Understand where your loyal customers come from

9. What we can learn from question 2
What is the primary reason for the score you gave us?
We learn what drives loyalty…
Without leading customers…
In customers’ own words

10. We learn what drives dissatisfaction…
And improved positioning.
We learn what drives loyalty…
Without leading customers…
In customers’ own words
What is the primary reason for the score you gave us?
What we can learn from question 2

11. What we can learn from question 3
What’s the one thing you’d like to see us improve?
As marketers and advertisers we have the opportunity to influence more than just
the buying decision.
Positioning
Customer
Experience
Perception+ =

12. Help your customers help you

13. Engage your loyal customers to advocate

14. Acknowledge & Dialogue
• Thank your customers for their
business
• And don’t stop there!
• Engage Engage ENGAGE

15. Motivate & Action
Dialogue
Motivate
Action
Acknowledge
• Motivation doesn’t have to
mean money
• Take the initiative
• Make it easy
• Ask for the advocacy you
seek
• Thank them again

16. Grow Your Business by Listening to Customers You Already Have
Ask your customers these three questions:
1. How likely are you to recommend
<product/business> to a friend or colleague?
• Fish where the fishing is good-
Understand where your loyal
customers come from
2. What is the primary reason for the score you
gave us?
• Understand what drives loyalty so you
can amplify your message
• Mimic the language used when
referring your business/product
3. What’s the one thing you’d like to see us
improve?
• Ensure your positioning is aligned with
experience
Engage with loyal customers to create
advocates for your business, your
products, and your brand.

17. Kelly Benish
Harnessing Big Data Nationally to Drive
Real Revenue Hyperlocally

18. CivicScience in a polling widget that lives
on Statesman.com and hundreds of other
sites. We also have a national site where
we receive thousands of responses
everyday.

19. That data can be put to great use:
CivicScience enables the questions asked
in those polls and quizzes to drive
significant revenue and other value for
SMB’s of all shapes and sizes.

20. The Statesman can quickly insert their own
targeted questions to give advertising
prospects insights that differentiate them
from the competition.

21. We build a robust profile around the publisher audience

22. We help The Statesman show real-time SMB insights around
trends and predictive insights for more targeted campaigns
• If they are looking for real-time brand
sentiment and predictive information they will
only be able to obtain those insights from
InsightStore

23. Wouldn’t you like to see some competitor insights?

26. Auto Dealerships

27. Auto Dealerships

28. Auto Dealerships

29. Real Estate

30. Real Estate

31. Real Estate

32. Real Estate

33. Real Estate

34. Health

35. Targeting Clients outside of your market

36. Better Targeting Altogether

37. Better Targeting Altogether
Those who answer “Chrome”
• 46% men vs. 54% women
• 42% are 18-34 years old (which is 40% more than average), 37% are 35-54 years old, and 21% are 55+.
• 52% have an associates / bachelor’s degree or higher.
• They are 30% less likely to be grandparents than average.
• 57% are homeowners.
Those who answer “Internet Explorer”
• 51% men vs. 49% women
• 18% are 18-34 years old, 35% are 35-54 years old, and 47% are 55+ (which is 42% more than average).
• 51% have an associates / bachelor’s degree or higher.
• They are 37% more likely to be grandparents than average.
• 71% are homeowners, which is 11% more than average.
Those who answer “Firefox”
• 50% men vs. 50% women
• 25% are 18-34 years old, 41% are 35-54 years old, and 34% are 55+.
• 37% are parents (grandparents not included), which is slightly more than average.
• 70% are homeowners.
Those who answer “Safari” *More data for this answer segment is not available due to low response
• 46% men vs. 54% women
• 40% are 18-34 years old (which is 33% more than average), 34% are 35-54 years old, and 26% are 55+.

38. Better Targeting Altogether; Profiling Market Mavens
When compared to the general population, market mavens are 19% more likely to be 25-
44 years old (56% are 25-54 years old), 14% more likely to have a household income over
$75K, and only slightly more likely to be parents and slightly less likely to be
grandparents. 42% live in the suburbs, which aligns with the general population, while
33% live in a city, which is only 10% more than the general population. Education is very
similar among market mavens and the general population; however, market mavens are
slightly more likely to have a college / technical degree or a graduate / PhD. There is no
significant gender difference relative to the general population.

39. Better Targeting Altogether; Profiling Market Mavens

40. Better Targeting Altogether; Profiling Shoppers

41. Better Targeting Altogether; Holiday Shoppers

42. "CivicScience has developed an effective, defensible, and accurate
model for gathering and analyzing public opinion in the U.S."
- Dr. J Lamar Pierce (Olin), Dr. Jason Snyder (UCLA), Dr. Alessandro Acquisti (CMU), Dr.
Ronnie Chatterji (Duke)
CivicScience’s data and methodology have been validated
by leading academic and industry scientists…

43. We can tell businesses exactly who their persuadable
consumer is and what drives their purchasing decisions.

44. Thank You
Kelly Benish
kelly@civicscience.com
@LoKellSearch
(704) 989-8006
Numerous case studies, white papers, and references available upon request.

45. Neil Stout
“Small Data” – What You Can Do with Database
Marketing and Customer Analysis

46. Small Data ≥ Big Data

47. 305 South Congress Ave, Austin, TX 78704

49. But do we learn as much and can it help
our business?

50. Waterloo Records
• Local / one location
• Not a current advertiser
• Most respected name in music retail in Austin
Challenges
• Change in music consumption
• Targeting the right customers with limited local
marketing budget
• Translating that spend into ROI

51. With a physical customer address we can tell them:
• Category share
• Top ZIP codes (thematic map)
• Consumer concentration (dot density map)
• Dozens of demographic characteristics
• Top Nielsen PRIZM segments (% Comp & Index)
• Optimized media schedule
• Competitive media spend in the market
• Shared customers with our media options
And how to directly target those customers / look-a-likes
through a variety of direct marketing tools.

52. Where are your customers?
The top tercile of 17 ZIP
codes accounts for
73% of customer households

53. Custom
Database Analysis
Analysis:
50,026 customer
households

54. 0
50
100
150
0%
10%
20%
% Composition Index
Household Income

55. 0
50
100
150
200
250
300
0%
10%
20%
30%
Age 18-24 Age 25-34 Age 35-44 Age 45-54 Age 55-64 Age 65-74 Age 75+
% Composition Index
Householder Age

56. 0
50
100
150
0%
20%
40%
60%
80%
Single Married Other
% Composition Index
Marital Status

57. 0
50
100
150
0%
20%
40%
60%
80%
Children No Children
% Composition Index
Presence of Children

58. 0
50
100
150
0%
20%
40%
60%
80%
100%
Own Home Rents Home
% Composition Index
Tenure

59. 0
50
100
150
0%
20%
40%
60%
Less than 1 Year 1-4 Years 5 Years or More
% Composition Index
Length of Residence

60. 0
50
100
150
0%
10%
20%
30%
Under $50,000 $50,000 -
$99,999
$100,000 -
$149,999
$150,000 -
$199,999
$200,000 -
$499,999
$500,000+
% Composition Index
Home Value

61. 50
100
150
0%
10%
20%
30%
Did Not Graduate
High School
Graduated High
School
Attended Some
College
Bachelor's Degree Post Graduate
Degree
% Composition Index
Education

62. 0
50
100
150
200
0%
20%
40%
60%
80%
Full Time Part Time Unemployed
% Composition Index
Employment

63. 0
50
100
150
0%
5%
10%
15%
20%
Management/
Business/ Financial
Professional Sales/Office Natural Resources/
Construction/
Maintenance
Other Employed
% Composition Index
Occupation

64. 0
50
100
150
0%
2%
4%
6%
8%
10%
12%
% Composition Index
Detailed Occupation

65. Who are your customers?
Your core customers
belong to 19 PRIZM
segments.
They make up 59% of the
customer file and are 87%
more likely to belong to
one of these segments than
the base households.
Segment Name Segment Code % Comp Index
Bohemian Mix 16 4.7% 302
Money & Brains 7 2.7% 289
Upper Crust 1 2.5% 289
Close-In Couples 40 1.6% 255
Urban Elders 59 1.4% 255
Pools & Patios 15 1.7% 239
The Cosmopolitans 26 1.4% 234
City Roots 61 1.0% 222
Big City Blues 65 4.1% 202
Suburban Pioneers 52 2.1% 186
Urban Achievers 31 8.3% 178
Movers & Shakers 3 4.8% 177
American Dreams 29 4.4% 173
Multi-Culti Mosaic 54 4.5% 172
Young Digerati 4 2.0% 171
New Beginnings 44 3.3% 161
Suburban Sprawl 30 1.5% 152
Home Sweet Home 19 4.3% 140
God's Country 11 3.2% 120
59% 187

68. The universe of your customer and
which ones are most valuable…

69. The universe of our shared customers
and which ones are most valuable…

70. X,XXX of your customers are also active
paying subscribers to the Austin
American-Statesman.
That’s $XXX,XXX of your revenue the
past three years…

73. Takeaways:
• Focus on the data you have
• Take simple steps to capture that data and keep
it clean / updated
• Find a partner that will simplify the process of
gathering insights and pre-integrate those
insights into your campaign

74. Q&A

75. Thank You!