guess who's coming to london? audience insights
DESCRIPTION
Saul Stetson, UK clientTRANSCRIPT
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Insights exposes data and science to help you make smarter decisions ‘
‘
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Tribal Fusion Insights Command Centre June 2012
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Behavioural patterns
for over 1.1 million
user profiles across the
EU and 6 further
countries
We found over 12,000
statistically significant
predictors that
identified Olympic
sports fans
Then compared these
predictors across
sports and regions to
see what our Olympic
tourists may be like
This is how we did it...
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Maybe the Euro will collapse before the games so we’ll have less tourists... But who in the UK is most
likely to know if Greece (or Spain or Portugal) are
solvent?
a) A Basketball Fan
b) A Tennis Fan
c) A Track Fan
d) A Football Fan
The Tennis fans are older, better educated
and 7 times more likely to be looking at news
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The guy standing next to you at the pub seems flushed whilst he challenges you to a game of
snooker. You try and guess what he’s been up too...
a) Playing golf
b) Fresh from his afternoon swim
c) Cycling
d) Drinking all day
Golf fans are 17 times more likely to be snooker
fans (and least likely to be swimmers or cyclers)
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Lets take a short tour of the fan world...
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Australia
Anyone for a beer? The next Gordon Ramsey?
Australian swim fans are 22 times more likely to
be interested in nightlife Australian Kayakers are 29 times more likely to be
looking for kitchen appliances
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United States
Go Go Gadget... bike? How would you like
that cooked?
America is home to a lot of adult BMX fans, who
are 15-25 times more likely to be interested in
technology
American golf fans are 15 times more likely to be
interested in going out for a steak
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India
Keep fit Do you have the time?
Indian swim fans are 22 times more likely to be
looking at fitness topics and 8 times more likely to
be buying health products
Indian volleyball fans are 23 times more likely to
be looking at luxury watches online
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Canada
Who knew? Care for a round of....
Kayaking?
Canada was the only country that had enough
badminton fans to make any statistical predictions
Kayaking fans in Canada are 6 times more likely to
be a business executive
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But what about us?!
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Indian football fans are 10
times more likely to be
interested in David Beckham
The Europeans like cycling a lot
more than we do
We came up with it but it’s a
Canadian game now
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So why are we doing this again....?
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We love sports!
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Our swim fans are
likely to be parents Our tennis fans
really like reality TV
Cycling fans are more likely
to be computer geeks
A few interesting insights...
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Insights in
Practice
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Understanding Real Convertors
An online recruitment management company wanted to understand who simply signed up to the website and who posted their CV’s
Engineers / Programmers
Service Sector
First Home Buyer Casual
Games
Post
Retirement
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Understanding Sales Drivers
777
777
708
660
556
528
509
494
494
488
487
480
Shoes
Footwear
Men
Clothes
KTM
eCommerce
Mitsubushi …
Univercell
Startups
Jeep
Hummer
Nissan
Targeting Criteria x Lift
An online clothing retailer was looking to better understand its main sales drivers
We found that:
• Footwear was the anchor purchase
• No Women's apparel
• Interest in tech suggesting early adopters
• Interested in cars and clothes
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Understand Seasonal Trends
An online multi purpose retailer discovered that throughout
the year it was the go to for gadgets with a predominantly
male audience behaviours
But in the run up to Christmas, shoppers were more likely to be
the female heads of households in a hurry!
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
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Intelligent Marketing Segmentation
An insurance provider offered two very different types of cover
that appealed to very different types of person...
Autos
Behaviours
Comprehensive
Plan
High-Excess
Plan
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