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

2©2013 Experian Information Solutions, Inc. All rights reserved.Experian Public.

Experian Marketing ServicesServices

Who we are and what we do


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


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)


Academic OfferingsAcademic Offerings

Providing students with the same data and resources being used by major advertisers, agencies, and media companiesmedia companies


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


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


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


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


● 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


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


Who are the DIY-ers


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


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


DIY-ers: Online Behaviors via Hitwise


Who leads the Social Media Market?


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.


who is gaining and losing traffic within a competitive set.

Visits to Pinterest have Increased Significantly Over the Past 3 Yearsthe Past 3 Years


Who is Pinterest’s Online Audience?


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.


What Industries are People Visiting After Pinterest?

Blogs, Lifestyle Websites,

Hobbies and Craft sites are receiving thereceiving the

most traffic from Pinterest.


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.


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.


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.


What Websites are Clicked On When People Search for “Bathroom Remodel Ideas”?


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).


Summary


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


(954) [email protected]

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