CONSUMERS ON THE MOVEJ.D. CrookJohn Hadden

Core Marketing Questions• Who buys from me?• What are they going to buy from me?• Where can I find them geographically?• How can I best communicate with them?

• New Questions:• When?• On what screen?

Where Segmenting a Customer Database Started

• PRIZM (Potential Ratings in ZIP Markets)• Started in 1970 by analyzing census data• Combines geographic and demographic characteristics of

neighborhoods• Labels neighborhoods with geodemographic segment codes

What’s Changed• Advances in computing

technology• Household-level data• Tracking “life stage”

changes• To gain an advantage over

the competition• Intrusive but practical

Computer Advertising• Right now most online advertising is done in an untargeted “spray and pray” style

• Selling information• “Trust is the cornerstone

of our business. People will only use Facebook if they trust us”

• Tracking Cookies• Site A -> Site B• Ad’s been seen 200

times, clicked on 4

Cable Advertising• Hopes to become direct marketing vehicle• PersonicX Classic: 70 clusters and 21 life stages

comprise this household-level segmentation schema• Maybe some day…

Mobile Advertising• Interruptive Marketing vs Utility Marketing• P&G “Utility Apps”

• Stain Brain, Iams Vet 24/7, Crunch Band• Cheaper to produce Utility app than a single TV ad• Catered Advertising – Opt in Advertising• New York Startup