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

2. Individualized Marketing

3. Know Your Audience

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

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

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

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

8. 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)

9. Using existing data to understand IM participants

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

11. 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)

12. Commercial market segmentation tools

14. Segmentation profile

15. 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

16. Market Segmentation Using Commercial Data

17. Market Segmentation in Ottawa – Key Cycling Demographic Groups

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

19. Market Segmentation in San Diego, California

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

21. Ethnographic Research

22. Ethnographic Research and Individualized Marketing

23. 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

24. Thank You! nithya.vijayakumar@sdgworld.net