How to Select Community TDM Program Areas and Get the Best Results Nithya Vijayakumar, Consultant 2013 ACT Canada.

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Presentation transcript:

How to Select Community TDM Program Areas and Get the Best Results Nithya Vijayakumar, Consultant 2013 ACT Canada

Individualized Marketing

Know Your Audience

Ι Surveys Ι Existing data Ι Commercial datasets Ι Ethnographic research Overview of Methods

Ι Surveys Ι Existing data Ι Commercial datasets Ι Ethnographic research Overview of Methods

Survey Segmentation IndiMark ® and Behavior Change Results for the Cities of Salem-Keizer, Eugene, and Bend, Oregon (SocialData, 2007)

Ι Surveys Ι Existing data Ι Commercial datasets Ι Ethnographic research Overview of Methods

Using existing data to better target future IM programs Ι Census data Ι GIS shapefiles on transportation network Ι Knowledge of past program participation ■ Postal codes ■ Demographics (gender, age)

Using existing data to understand IM participants

Ι Surveys Ι Existing data Ι Commercial datasets Ι Ethnographic research Overview of Methods

Commercial market research data Data sources Ι Census data Ι Credit scores Ι Insurance audits Ι Property assessment rolls Ι Community surveys Ι Neilsen consumer panels Ι Purchasing behaviour Providers Ι MOSAIC (Experian) Ι PRIZM (Neilsen) Ι Tapestry (ESRI)

Commercial market segmentation tools

Segmentation profile

Market Segmentation Using Commercial Data Ι Census data Ι Credit scores Ι Insurance audits Ι Property assessment rolls Ι Community surveys Ι Neilsen consumer panels Ι Purchasing behaviour

Market Segmentation Using Commercial Data

Market Segmentation in Ottawa – Key Cycling Demographic Groups

Market Segmentation in Ottawa – Automobile Users with Propensity to Change Modes

Market Segmentation in San Diego, California

Ι Surveys Ι Existing data Ι Commercial datasets Ι Ethnographic research Overview of Methods

Ethnographic Research

Ethnographic Research and Individualized Marketing

Closing Remarks Ι Market segmentation can increase participation rates Ι Focus on populations that are most likely to switch modes Ι Gain better understanding of previous participants and they sociodemographic characteristics Ι Improve the design or customize messaging based on an understanding of your target populations

Thank You!