Consumers on the Move Improved technology should help marketers reach prospects- Wherever Tracy Hasson Cory Eisele Arnan ????? HAHA

Improved technology Improved technology Segmentation of consumers Segmentation of consumers Core marketing questions: Core marketing questions: Who buys from me? Who buys from me? What are they going to buy? What are they going to buy? Where can I find them geographically? Where can I find them geographically? How can I best communicate with them? How can I best communicate with them? Beyond who what where how, and add the when and “what screen” Beyond who what where how, and add the when and “what screen” Background

Where We Started 1970, Jonathan Robbin created Prizm (Potential Ratings in ZIP Markets) 1970, Jonathan Robbin created Prizm (Potential Ratings in ZIP Markets) First geodemographic segmentation system First geodemographic segmentation system Labeled each neighborhood geodemographic segment code and every record on a customer database could be tagged with segment codes. Labeled each neighborhood geodemographic segment code and every record on a customer database could be tagged with segment codes. Based on census data and applied to entire neighborhoods Based on census data and applied to entire neighborhoods Average number of houses in census block is 600 Average number of houses in census block is 600

What Has Changed Advances in computing technology, data quality and statistical techniques Advances in computing technology, data quality and statistical techniques Emphasis has gone from neighborhoods to individual households Emphasis has gone from neighborhoods to individual households Demographics with household accuracy Demographics with household accuracy Segment codes for each household can be updated every time the database is updated Segment codes for each household can be updated every time the database is updated Once a month to once a year Once a month to once a year

What Has Changed Change in emphasis allows marketers to identify when households migrate from one life-stage cluster to another Change in emphasis allows marketers to identify when households migrate from one life-stage cluster to another Consumer behavior media preferences change with life-stage migration Consumer behavior media preferences change with life-stage migration

Looking to the Future As new media channels proliferate and mature, marketers must balance choice of targeted households and media selected to reach them As new media channels proliferate and mature, marketers must balance choice of targeted households and media selected to reach them “All three screens” “All three screens” Computer Computer Cable Television Cable Television Wireless Wireless

Looking to the Future Computer Computer Right now most online advertising is random Right now most online advertising is random Personic X cookie Personic X cookie New technology to improve targeting New technology to improve targeting Applies cookie to household segmentation system Applies cookie to household segmentation system Television Television “Directcast” versus “broadcast” “Directcast” versus “broadcast” Still needs to figure out which ads will go through which pipes Still needs to figure out which ads will go through which pipes

Looking to the Future Wireless Wireless Knowing life-stage segment to deliver targeted content whenever and wherever that person happens to be Knowing life-stage segment to deliver targeted content whenever and wherever that person happens to be Marketers will need to know predictive and descriptive characteristic of subscriber looking for info, as well as info that’s applicable to where they are at any given moment Marketers will need to know predictive and descriptive characteristic of subscriber looking for info, as well as info that’s applicable to where they are at any given moment

Very Relevant Clip Very Relevant Clip