Empfohlen
Empfohlen
Weitere ähnliche Inhalte
Was ist angesagt?
Was ist angesagt? (13)
Ähnlich wie Right Message, Right Medium, Right Customer: Using Demographic Data to Find the Perfect Car Buyer
Ähnlich wie Right Message, Right Medium, Right Customer: Using Demographic Data to Find the Perfect Car Buyer (20)
Kürzlich hochgeladen
Kürzlich hochgeladen (20)
Right Message, Right Medium, Right Customer: Using Demographic Data to Find the Perfect Car Buyer
- 1. Right Message, Right Medium, Right Customer Using Demographic Data to Appeal to Your Perfect Car Buyer Ken Kolodziej CEO and Founder STRING AUTOMOTIVE Bill Schneider Senior Director, Support Solutions and Analytic Consulting EXPERIAN MARKETING SERVICES Erik Hjermstad Data Research and Analytics Manager EXPERIAN AUTOMOTIVE
- 2. ABOUT Founded in 2005 Only Google Analytics Partner in Automotive Dealer Positioning System: Business intelligence and marketing analytics platform for dealerships and vendors 1
- 3. Experian AutoMarket DNASM AutoMarket DNASM is Experian Automotive’s big data that enables an unprecedented depth of analysis and insights into the automotive market 2
- 4. It’s about emotional connection… “In a saturated market where it takes more than a good product to bring consumers into the dealership, combined with strict consumer protection laws in place, there is no room for error in allocating our marketing dollars. It’s less about old-school, high-pressure tactics and more about forming an emotional connection with the consumer.” – Ashton Brown Digital Marketing Director of Heritage Volkswagen of South Atlanta 3
- 5. What if you could… • Pinpoint the most successful hunting grounds for each specific model, down to the ZIP code level? • Understand the mindset of your prospects in each area? • Make a connection with those consumers by identifying the language, offers, and mediums that will resonate most with them? 4
- 6. Evolution of a campaign... •Who are my ideal prospects? •What should I be talking to them about? •Where can I find them? 5
- 7. Who… 6
- 8. …am I selling to? 6
- 9. The Who: From big data to perfect customer... AutoDNA is a unique automotive MVP research file: • Market – All new vehicle purchases and a sample of used or historical snapshot • Vehicle – All vehicles owned by purchasers with descriptive vehicle details • People – Behavioral and demographic insights into the people that buy them •Leverages NVDB for vehicle registrations •Leverages ConsumerView for behaviors and demographics •Delivered as a record level data file - ZIP CodeTM level granularity 7
- 10. The Who: What do we know? Integration of vehicle purchase history to drive unique industry insights: • Market share – by manufacturer, segment, model • Loyalty calculations (domestic / import, brand, segment) • Migration patterns (brand, domestic vs import, vehicle segment) • Average number of months between purchases (car, truck, SUV, new / used) 8
- 11. The Who: Start with the numbers Experian’s core asset is our North American Vehicle Database: •More than 9.5 billion records •More than 709 million vehicles, of which more than 57 million are Canadian vehicles •More than 297 million U.S. vehicles in operation •Nearly 27 million Canadian vehicles in operation •1.5 billion titles and 1.6 billion registrations •More than 300 million title brands •150 million accident – related events 9
- 12. The Who: Start with the numbers 62 million consumers with strong green behaviors 72,500 weekly new homeowners 89.9 million married individuals 39.9 million blue-collar working adults 16.7 million Irish adults 999,200 teachers / educators 32 million email addresses 58.8 million homeowners 34 million consumer that do not think or behave green 7.9 million international travelers 8 million golfers 14.4 million do-it-yourselfers 5.1 million young consumers between 18-20 years old 18.8 million gardeners 21 million charitable donors 17 million weight- conscious consumers 10.3 million low-priced woman’s apparel transactions 27 million retirees 5.5 million graduate students 360,000 average new parents each month 235 million consumers 113 million households 26.4 million households with income between $75,000 and $99,999 40 million consumers with little or no credit 10
- 13. The Who: Sources of Data “Experian has the most well regarded compiled consumer file on the market today.” – Forrester Research Inc. 11
- 14. The Who: How we use it Life Event New parent, homeowner, mover STATS 32M births, 20M new homeowners, 16M moves (annually) STRENGTHS Comprehensive data source, weekly & monthly updates PRIMARY USAGE Multi-channel retail, catalog, financial services, education, insurance Geo Statistical Summarized Credit Statistics, Auto Market Statistics STATS 310 credit variables (SCS), 325 geo-demo auto ownership patterns (AMS) STRENGTHS Drives higher predictive model performance PRIMARY USAGE Financial services, automotive, predictive modeling Life Style BehaviorBank STATS 40 million records on consumer buying patterns STRENGTHS Connect with consumers based on hobbies, preferences, and key behaviors PRIMARY USAGE Any marketing needs requiring behavioral data 12
- 15. Mosaic®: An Overview Hundreds of attributes within one solution: • A proprietary solution, Mosaic® is a household-based consumer lifestyle segmentation system • It’s used to classify all U.S. households and neighborhoods into unique segments, providing a complete view of consumer’s choices, preferences, and habits for enhancing the understanding of household lifestyles 13
- 16. Car buyers in Los Feliz, CA Happily single Apartment dwellers 35-50 Years old Ethnically diverse, embrace multiculturalism Internet researchers, but impulse buyers Online daters Heavy consumers of magazines and radio Tend to move every 3 years Video gamers 14
- 17. Car buyers in Porter Ranch, CA Drive foreign cars, expecially luxury sedans, SUVs, and sports cars Belong to health club Receptive to movie advertising Married, with older children Own homes in affluent West Coast suburbs Theater and museum goers Predominately Asian, consider themselves global citizens Middle-aged Settled in place for at least a decade 15
- 18. The What: How to talk to me... Traditional Digital • Newspaper • TV • Radio • Direct Mail • Phone • Internet • PPC • Display • Email 16
- 19. …and what to say 17
- 20. …and what to say 17
- 21. The What: How we do it Touch-point Message Triggers •11 customer-centric message themes that stimulate transactions and connect relevance of offer •Financial products & services driven triggers Channel Receptivity •Identifies receptivity of direct and mass communication channels •Build stronger relationships by utilizing the preferred communication channel(s) for your audience 18
- 22. The What: Crafting the message Jet Set Urbanites Sports Utility Families Status Seeking Singles 19
- 23. The What: Crafting the message Shared Demographics and Geographics… Gender: Female Age: 32 Location: Metro Education: College Marital Status: Single 20
- 24. The What: Crafting the message …but different ways of thinking… Look at Me Now •Premium brands •Country club member •Enjoys entertaining •Quality relationships •Safety, security Stop & Smell the Roses •Enjoys simple pleasures •Creative, cultural, spiritual •Healthy living •Outdoor enthusiasts •Activist thinking 21
- 25. The What: Determining the • Target most receptive channmel(s) eto cdomimuunmicate with customers • Indicators for strategic or tactical channel management • Designed and constructed from consumer research on level of “receptiveness” to be contacted by direct and mass advertising channels Direct communication channels •Direct mail •Email •Telemarketing Mass media advertising channels •Newspaper •Magazine •Radio •Television •Web 22
- 26. 23
- 27. 24
- 28. The Where: How do I find my buyers? This dealership is doing well in their own ZIP code… 25
- 29. Lots of Honda activity but no dealer sales…26
- 30. Promote Honda Accords and Civics in Sylmar 27
- 31. …but nuance matters 28
- 32. …but nuance matters 28
- 33. The future of media planning… Digital Traditional • What regional editions of the newspaper should I buy? • Where should I concentrate PPC budget? 29