Experian Marketing Services Academic ProgramAcademic …...Experian Marketing Services: Consumer...
Transcript of Experian Marketing Services Academic ProgramAcademic …...Experian Marketing Services: Consumer...
Experian Marketing Services Academic ProgramAcademic Program
P t d bPresented by:Arianna CoplanKimberley Vander Ploeg
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Agenda
Experian Consumer Insights Introduction
Experian Marketing Services Academic Program Experian Marketing Services Academic Program
► Simmons Offerings
● Consumer Research Studies
● Simmons OneView
► Hitwise Offerings
Reports and Measurements● Reports and Measurements
► Resource Applications
Example: DIY Crafters, Product Usage, and Internet Usage
Summary and Questions
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Experian Marketing ServicesServices
Who we are and what we do
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Experian Marketing Services
Experian Marketing Services helps i t t & th icompanies target & engage their
customers through smart marketing programs that generate significant ROI.O
InteractiveDecision Analytics
Marketing ServicesCredit Services
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Experian Marketing Services:Consumer Insights
Simmons
Full-service and syndicated market
Hitwise
Online competitive intelligence Full-service and syndicated market research firm
Pioneering Research in the Hispanic Market
Online competitive intelligence
Provides consumer insights, search intelligence, and industry trending and benchmarking
Provides an in-depth look at who the American consumer is through brand and product usage, media
ti d hi d
g 10 Million United States internet
users 1,000,000+ online businesses
across 160+ industry categoriesconsumption, demographics, and psychographics
Independently audited and accredited by the Media Ratings
across 160+ industry categories
Methodology and data audited by PricewaterhouseCoopers
accredited by the Media Ratings Council (MRC)
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Academic OfferingsAcademic Offerings
Providing students with the same data and resources being used by major advertisers, agencies, and media companiesmedia companies
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Experian SimmonsStudies
Ages 6-17 Product/brand use and preference Attitudes and opinions
Measures attitudes and use of dozens of new and emerging marketing channels alongside traditional channels
New MediaStudy
Syndicated local consumer Continuous measurement 25 000 adults annually
Kids &Teens
NationalConsumer/Hispanic
LocalMarketSolutions
Syndicated local consumer databases
209 U.S. media markets Largest local analysis database
available Integrated mapping Insight down to ZIP5 level
25,000 adults annually Over-sample of Hispanics 60,000 personal and
household measures Product purchase behavior
across 450 categories Brand preference on 8,000
ConsumerHispanicStudy
Solutions
SimmonsDataStreamLGBT Study
gp ,brands
750 attitudes and opinions All forms of media Syndicated and specialty
segmentations
First ever trending solution on syndicated consumer research
Weekly updates for consumer trending Economic trend and new business analysis
Consumer insights into the LGBT Community
Usage behavior on all major mediaI i ht i t b h i l ti ti th h
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y Insights into behavioral motivations through
700+ attitudinal and opinion statements7
Simmons OneView: Capabilities
Crosstabs► Define and create targets► Define and create targets
► Combine variables
► Create stories based on crosstab findings
Quick Reports► Demographic breakdown
► Segmentation Breakdown► Segmentation Breakdown
Segmentation Systems► Analyses & Comparisons
Reach & Frequency► Develop optimum media schedules
► Find most cost effective schedules based on print media needs
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based on print media needs
Hitwise: Reports/Capabilities
Rankings - allows you to rank the websites in a selected industry or custom category by their market share of visitscategory by their market share of visits, page requests, or the average time visitors spent on the website.
Clickstream - shows you where a website or industry’s online audience visited before ('upstream') and after ('downstream') the subject industry or website.
Search Intelligence - a comprehensive g psuite of tools offering the ability to find search terms which drive traffic to an industry or website, to identify popular variations of search terms or keywords, and to analyze search enginesand to analyze search engines.
Demographics - profiles visitors to a website or industry by key demographics including age, gender, and geographic
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location.
Course Applications
Research Courses► Course Examples
Media Courses► Course Examplesp
● Consumer Research● Market Research
► Uses ● Run crosstabs
Understand measures
p● Media Planning● Account Planning
► Uses● Analyzing media types to determine most
ff ti di b d t t● Understand measures● Industry Benchmarking● Understanding methodology
effective mediums based on targets● Using Reach and Frequency to determine
most effective use of print media expenditures● Use Website Rankings and Clickstream to
plan website and social media strategies
Marketing Courses► Course Examples
● Direct Marketing
Advertising► Course Examples
● Advertising and Promotion Management● Direct Marketing● Marketing Management● Buyer Behavior
► Uses● Develop target markets● Decide best place and time and through which
● Advertising and Promotion Management● Advertising Graphics and Production
► Uses● Developing the creative to reflect the lifestyles
of the targets● Develop consistency in the mediums in an
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● Decide best place and time and through which avenues to reach targets
● Learn where your target markets are spending their time online
p yadvertising campaign based on target preferences
● Understand how to advertise one product to multiple targets
Example: Identify andExample: Identify and Understand the Online and Offline Behaviors of the “Do It Yourself” Audience
Learn who the DIY-ers are, understand their shopping behaviors, their attitudes and opinions on shopping and theopinions on shopping and the internet, and uncover what sites they are viewing and what they are searching for online
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Defining a DIY-er
Our Target:
► Has Painted/Stained the interior or exterior of their own home in past 12 months► Has Painted/Stained the interior or exterior of their own home in past 12 months
► Has done remodeling in their own home in the past 12 months
► Has done woodwork or furniture refinishing in the past 12 months
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Who are the DIY-ers
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DIY-ers: Shopping Preferences
Most likely to have shopped at Bed, Bath, & B d d Ik f& Beyond, and Ikea for home furnishings
Prefers shopping at Home Depot vs otherHome Depot vs. other home improvement stores
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DIY-ers: Attitudes on the Internet and Social Media
I am doing more of my shopping on the internet than before
I like to hear about new products and services via e-mail
Likely to spend 5-14 hours online/week, excluding email
Internet Activities include:
The internet has changed the way I get information about products and services
The internet has changed the way I shop for products/ services
The internet has increased my desire to learn/ search for
► Travel Plans
► Auctions
► Blogging
O li Ph t Alb The internet has increased my desire to learn/ search for information
When I need information the first place I look is the internet
I enjoy posting photos, videos, songs and other content on social networking/community websites
► Online Photo Albums
► Shopping
► Downloading and Listening to Music
Visiting websites such as:
Social sharing/ networking websites are a way for me to tell people about companies and products that I like
I pay attention to ratings and reviews posted online by other consumers
g
► Ebay.com
► Facebook.com
► HGTV.com
► DIYNetwork.com
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DIY-ers: Online Behaviors via Hitwise
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Who leads the Social Media Market?
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Which site has had the highest % growth Y/Y?
Rankings reports are used to benchmark a site’s traffic against its competitive industry. These reports can be run to compare time periods, to help evaluate new entrants to a category, to identify industry trends and seasonality for a category, and to understand
who is gaining and losing traffic within a competitive set.
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who is gaining and losing traffic within a competitive set.
Visits to Pinterest have Increased Significantly Over the Past 3 Yearsthe Past 3 Years
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Who is Pinterest’s Online Audience?
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What Online Channels are Sending the Most Traffic to Pinterest?
Most people navigate tonavigate to
Pinterest through Search Engines.The next highest traffic driver for
Pinterest is other Social Networking
SitesSites.
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What Industries are People Visiting After Pinterest?
Blogs, Lifestyle Websites,
Hobbies and Craft sites are receiving thereceiving the
most traffic from Pinterest.
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What House & Garden – Lifestyle Sites are Generating the Most Traffic through Pinterest?
As we saw in the previous slide,
Pinterest drives a Examples of lot of online traffic to House& Garden
– Lifestyle sites. By clicking through
pwebsites that could attract
DIY-erslooking for
the House & Garden –sites are
top-of-mind for Pinterest users,
gproject ideas, after viewing their Pinterest
boardsafter visiting the
site.
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What House & Garden – Shopping Sites are Generating the Most Traffic through Pinterest?
Pintrest also drives traffic to House & Garden Shopping pp g
Sites.Viewing the Downstream
Websites allows us
Examples of retail sites in the Home &
Garden to see which
House & Garden Retail sites are
benefiting the most
category that DIY-ers could be visiting for
their home gby adopting a
Pinterest strategy. improvement
projects.
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How is the Online Audience Searching for “Remodeling Terms”
A Search Term Variation
Report for the term
“remodeling” shows various “remodeling idea” terms
are frequently searched for
the online audience.
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What Websites are Clicked On When People Search for “Bathroom Remodel Ideas”?
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Which House & Garden Retail Websites are Visited Most by 25-34 year olds?
Identify which House & Garden Retail sites are
being visited the most by your
target audience oftarget audience of 25-34 year olds (i.e. –those most
likely to be investing in home i t )improvements).
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Summary
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Offerings and Questions
Simmons Academic Offerings:
NCS/NHCS New Media Teens Kids LGBT SimmonsLOCAL► NCS/NHCS, New Media, Teens, Kids, LGBT, SimmonsLOCAL
► 2-year old data
► Yearly archiving
Hitwise Academic Offering
► Ranking, Clickstream, Demographic, and Search Intelligence
► 1-year old data► yea o d data
► 2 years of trending data, updating monthly
24/7 access to Simmons OneView and Hitwise.com
Experian Marketing Services Academic Program
Arianna CoplanBusiness Development Manager
(954) 246 8233
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(954) [email protected]
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