+ targeting opportunities targeting offline metrics online through two advanced profile offerings:...
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+Targeting OpportunitiesTargeting offline metrics online through two advanced profile offerings:• Advanced Profile Segments •Mosaic segments
Audience InsightEnriching Microsoft Advertising’s user database with Experian’s massive offline dataset.
Partnership
Combining the reach of Microsoft Advertising with the in-depth audience insight of Experian.
ADVANCED PROFILE TARGETING FROM EXPERIAN
Go beyond standard demographic attributes with insights such as:
• Life Stage
• Gross Family Income
• Education
MOSAIC SEGMENTS FROM EXPERIANA DEEPER DEMOGRAPHIC
Dive deeper and sharpen your focus with socio-demographic characteristics.• Demographics
• Behaviours
• Purchase Choice
• Lifestyle Choices
• Recreational Activity
• Investment Behaviour
• And more…
Use Mosaic profiling to precisely target your core audienceTRAVEL – Family Holidays
LIFESTAGE – New Families
MOSAIC SEGMENT EXAMPLES
GROUP G: CAREERS AND KIDSFamilies with Young Children where both parents are likely to earn solid incomes providing for a comfortable modern home
INDEX: 999
GROUP B: PROFESSIONAL REWARDSExperienced professionals in successful careers enjoying financial comfort in suburban or semi-rural homes
INDEX: 537
GROUP F: SUBURBAN MINDSETSMaturing families on mid-range incomes living a moderate lifestyle in suburban semis
INDEX: 402
TYPE G33: MILITARY DEPENDANTSServicemen and their families renting quarters from the Ministry of Defence
INDEX: 999
TYPE G31: DOMESTIC COMFORTFamilies with high incomes derived from managerial positions and considerable property wealth in their suburban detached houses
INDEX: 407
TYPE J43: STREETWISE KIDSLarge young families with many single parents, often unemployed and claiming benefits, living on deprived council estates
INDEX: 282
Experian securely receives Windows
Live data from Microsoft
Experian overlays data with its own
categories such as Mosaic
Categories are securely and anonymously returned to Microsoft
How can we provide advanced online targeting while preserving the anonymity of the consumer?
HOW THIS WORKS
ADVANCED TARGETING DRIVES BRAND AWERENESS
CASE STUDY: DIRECT LINE
Solution
Microsoft Advertising was able to connect Direct Line with the robust audience targeting they were looking for using Experian’s ‘Addressable Advertising’ solution – a combination of Experian’s rich consumer data and analytical expertise and Microsoft Advertising’s quality inventory and scale.
Results
• 31% increase in ad recall – this increased to 44% amongst Professional Rewards group
• 57% increase in positive purchase responses
Challenge
Focusing on its home insurance offering, Direct Line wanted to identify and target their ideal audience online. The aim of the campaign was to increase their brand awareness, drive positive brand perception, and increase consumer awareness that Direct Line products are not available through price comparison websites.
57% increase in positive purchase responses.
DATA PROVIDER: EXPERIANDATA SOURCE: CONSUMERVIEW
7
• ConsumerView delivers a comprehensive database of Dutch consumer marketing information based on 16 million individuals and 7 million households.
• Provides thousands of additional high-quality data variables that go far beyond standard offerings.
• High-quality data: Experian is the original source compiler, controlling and validating all data.
• Create a prospect list with widely used demographic and lifestyle variables and segmentations systems (i.e., Mosaic and TrueTouch).
• Industry-leading privacy practices and auditing.
ADVANCED PROFILE DESCRIPTIONS
TARGET AUDIENCES BY LIFE STAGE
Target consumers by Life Stage across the Microsoft network of sites.
• 1 - Single or couple < 35 years• 2 - Family with children, eldest child 0-5 years• 3 - Family with children, eldest child 6-12 years• 4 - Family with children, eldest child 13-19 years• 5 - Family with children, eldest child 20+ years• 6 - Single or couple, 35-49 years• 7 - Single or couple, 50-64 years • 8 - Single or couple, >=65 years
Background and SourcesBased on a comprehensive database of consumer marketing information sourced from Dutch households by Experian.
TARGET AUDIENCES BY GROSS FAMILY INCOME
• 1 - Below modal• 2 - Modal• 3 - 1.5 times modal• 4 - 2 times modal• 5 - More than 2 times modal
Background and SourcesBased on a comprehensive database of consumer marketing information sourced from Dutch households by Experian.
Target consumers by Gross Family Income scores) across the Microsoft network of sites.
TARGET AUDIENCES BY EDUCATION
1 – Low2 – Medium3 – High4 - University
Background and SourcesBased on a comprehensive database of consumer marketing information sourced from Dutch households by Experian.
Target consumers by Educationacross the Microsoft network of sites.
EXPERIAN MOSAIC SEGMENTS BY MARKET
GROUP A YOUNG DIGITALS
Young Digitals are free spirits with free time and great affinity for the digital world
This Group studies, works part-time, is in training or unemployed, living in small apartments in the large cities
Types
A01–Student Freedom Under 25, without cars or cares, other than preparing for their future
A02–Online Starters Mid-20s, still in school or unemployed, they focus on shopping and playing
A03–Digital Singles Most are 25-30, living alone in their first apartment. Obsessed with media
A04–Older Youth Many are 35+, with below-average income, connecting with friends online
GROUP B URBAN BALANCERS
Urban Balancers are under 40, with lower income and education, living in the middle of cities in Western Netherlands
This Group often has roots outside the country
Types
B05–Young Multicultural Tenants Students under 25, living close to their school or university
B06–Multicultural Starters Most are 25-40, living close to many friends from their place of origin
B07–Struggling Urbanites Jobless or barely making ends meet, they average 25-45
GROUP C STARTING TOGETHER
Starting Together works blue-collar jobs and lives in terraced homes in mid-sized municipalities
They often have 1-2 children and live simply, entertained mostly by TV and radio
Types
C08–Terraced Starters Late-20’s to early 30’s, happy to have a small home in a safe area
C09–Managing Together Largely made up of immigrants, 25-45, with 1-2 children
C10–Basic Village Tenants Native Dutch, renting a house in a village, with average income
GROUP D GOOD LIFE CITY
Good Life City is highly educated with a solid career or advanced studies, and is living the free life before the arrival of children
They go on adventurous vacations in far-flung places like South Africa
Types
D11–Digital Apartment Owners 25-40, mostly entertained by the computer (including gaming)
D12–Urban Singles Under 40 and without kids, enjoying sports and the cinema
D13–Inner City Private Tenants 25-35, mostly carless students with below-average income
D14–Characteristic City Dwellers 25-35, among the highest social class in the country
D15–Urban Professionals Ranging from 30-60, often with a full-time government job
GROUP E AVERAGE FAMILY HOMEOWNERSAverage Family Homeowners are at the heart of solidly middle-class family life, living in their own homes with growing children under 12
Their fun is practical and focused on the family, and their kids are busy with activities like martial arts
Types
E16–Young Family Dynamics 25-40, married or partnered with young kids in a quiet neighborhood
E17–Working Class Homeowners Social people, 30-45; comfortably living on modest incomes
E18–Commuter Families 35-55, commuting long distances to family-friendly neighborhoods
GROUP F KIDS AND CAREER
Kids and Career is a group in a constant tug-of-war between work and home. They live for the weekend, when they can relax
They are ambitious, earn good incomes and have solid credit histories
Types
F19–Prosperous Families 25-40, highly educated, and just starting a family (or trying to do so)
F20–New Homemakers 30’s-40’s with two children, and recently purchased a new home
F21–Progressing Families 35-50, with kids 6-12; parents work desk jobs, often as managers
F22–Suburban Adolescent Families 40-55, with kids 6-19, and higher incomes allowing two cars
GROUP G SOCIAL TENANTS
Social Tenants are middle-aged with older children, renting a simple apartment in a less expensive suburb
They are often poorly educated, with low income and simple lives
Types
G23–Urban Medium 45-60, often single and childless, with part-time jobs and limited income
G24–Modest Workers 45-60, hard-working families in rural areas
G25–Needy Pre-Retirees 55-60, and often single, living frugally on low incomes
GROUP H MIDDLE CLASS CONTENTMENTMiddle Class Contentment is a group approaching retirement, with a tidy home and close ties to extended family and friends
They live mainly in small-scale communities and live carefully, without excess
Types
H26–Average Provincials 45-75, in rural villages, with grown children and often grandchildren
H27–Suburban Single Tenants 55-75, working part-time or retired, renting, with few obligations
H28–Village Seniors 55-75, active but slow-moving; many work part-time, enjoying crafts
H29–Traditional Seniors 55-75, middle-income senior citizens living quietly in their own homes
GROUP I FREEDOM AND SPACE
Freedom and Space consists of families with young children living in spacious suburbs
They have average to good incomes, and often work in construction, or in managerial roles
Types
I30–Large Family Villagers 35-55, with 2-3 children, and very good incomes
I31–Space Loving Families 40-60, with 2-3 kids, living in big homes on very large plots
I32–Semi-Detached Locals 45-65, with at least one child, moderate incomes, leading a quiet life
I33–Country Loving Households 40-65, with at least one child, hard-working and often upper-class
GROUP J GOLDEN EDGE
Golden Edge is affluent and lives in spacious homes in expensive neighborhoods
They love golf and foreign travel, and typically have a passion for finance and investing
Types
J34–Detached Prosperity 45-65, they are successful entrepreneurs or managers with kids
J35–Wealthy Terrace Owners 45-65, kids 6-18, living in beautiful homes on quiet lanes
J36–Comfortable Couples 45-75, living the good life thanks to high incomes and investments
GROUP K UPPER CLASS ELITE
Upper Class Elite is typically among the highest social class in the country. Well educated and wealthy, they enjoy the best of life
They buy keep champagne in the fridge, holiday in Italy in the summer and ski in Switzerland in the winter
Types
K37–Urban Elite 60+, most without children, they prefer a beautiful townhome in Amsterdam
K38–Booming Families Under 45 and married, working hard and giving the best to their children
K39–Wealthy Sophisticates 50-75, married with grown kids, they travel widely and support charities
K40–Stately Exclusivity 45+, often Directors, usually married with grown kids and 2+ luxury cars
GROUP L COUNTRY LIFE
Country Life is usually native Dutch, and enjoys life in pleasant homes in the open countryside
They enjoy traditional life, while reveling in the peace of their natural surroundings
Types
L41–Contemporary Farmers 45-75 farmers, with kids 6 -12+, working long days
L42–Rural Teenage Families 45-75, with children 12+, working on their farm
L43–Rural Freedom Seekers 45-75 farmers, with children 12+, who are very self-sufficient
L44–Contented Countryside 60+, with grown children, highly educated, they chose a gentle rural life
GROUP M WELL-EARNED COMFORT
Well-Earned Comfort is a group enjoying an easy retirement from highly trained careers thanks to substantial savings
They are married, and with their work life behind them, they relax, indulge in hobbies and visit their grandchildren
Types
M45–Active Empty Nesters 55+ and married, they are healthy, busy, and enjoy financial freedom
M46–Happy Baby Boomers 60+ and married, they had a good working life and now happily relax
M47–Elderly Apartment Owners Averaging 65 and upper-class, often retired professors or doctors
GROUP N GREYING SIMPLICITY
Greying Simplicity is a group of retirees are living simply and soberly, enjoying quiet activities
They have below average income and low education levels, and often live alone
Types
N48–Retired Singles 65-75, living alone in a rented apartment, often with a cat
N49–Seniors Together 65-75, active, long-married couples, who love playing with grandchildren
N50–Struggling Elders 75+, living quietly alone in a rented apartment with low resources
NETHERLANDSADVANCED PROFILE SEGMENTS
PROFILE SEGMENTS FROM EXPERIAN—NETHERLANDS
Segment Description
Life Stage
1 – Single or couple < 35 years2 – Family with children, eldest child 0-5 years3 – Family with children, eldest child 6-12 years4 – Family with children, eldest child 13-19 years5 – Family with children, eldest child 20+ years6 – Single or couple 35-49 years7 – Single or couple 50-64 years 8 – Single or couple >=65 years
Gross Family Income
1 – Below modal2 – Modal3 – 1.5 times modal4 – 2 times modal5 – More than 2 times modal
Education
1 – Low2 – Medium3 – High4 – University
NETHERLANDSMOSAIC SEGMENTS
EXPERIAN MOSAICS—NETHERLANDSGroup Group Description Type Type Description
A Young Digitals
A01 Student Freedom
A02 Online Starters
A03 Digital Singles
A04 Older Youth
B Urban Balancers
B05 Young Multicultural Tenants
B06 Multicultural Starters
B07 Struggling Urbanites
C Starting Together
C08 Terraced Starters
C09 Managing Together
C10 Basic Village Tenants
D Good Life City
D11 Digital Apartment Owners
D12 Urban Singles
D13 Inner City Private Tenants
D14 Characteristic City Dwellers
D15 Urban Professionals
E Average Family Homeowners
E16 Young Family Dynamics
E17 Working-Class Homeowners
E18 Commuter Families
EXPERIAN MOSAICS—NETHERLANDSGroup Group Description Type Type Description
F Kids and Career
F19 Prosperous FuturesF20 New HomemakersF21 Progressing FamiliesF22 Suburban Adolescent Families
G Social Tenants
G23 Urban Medium
G24 Modest Workers
G25 Scanty Early Retirement
H Comfortable Retirement
27 Well-Off Retired People
28 Low-Comfort Retirement
29 Being a Senior Citizen Inland
I Freedom and Space
I30 Large Family Villagers
I31 Space Loving Families
I32 Semi-detached Locals
I33 Country-loving Households
J Golden Edge
J34 Detached Prosperity
J35 Wealthy Terrace Owners
J36 Comfortable Couples
EXPERIAN MOSAICS—NETHERLANDSGroup Group Description Type Type Description
K Upper-Class Elite
K37 Urban EliteK38 Booming FamiliesK39 Wealthy SophisticatesK40 Stately Exclusivity
L Country Life
L41 Contemporary Farmers
L42 Rural Teenage Families
L43 Rural Freedom Seekers
L44 Contented Countryside
M Well-Earned Comfort
M45 Active Empty NestersM46 Happy Baby BoomersM47 Elderly Apartment Owners
N Greying Simplicity
N48 Retired Singles
N49 Seniors Together
N50 Struggling Elders
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