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AUDIENCE INSIGHTS DIRECT TARGETING EXAMPLE Report

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Page 1: DIRECT TARGETING EXAMPLE Report · way to understand and engage with their target audience. ConsumerVectorsuses the most robust and significant demographics -age, income, gender,

AUDIENCE INSIGHTS DIRECT TARGETING

EXAMPLE Report

Page 2: DIRECT TARGETING EXAMPLE Report · way to understand and engage with their target audience. ConsumerVectorsuses the most robust and significant demographics -age, income, gender,

Heat Map Report

Thismapdepictsthegeographicalrepresentationofyourcustomersbasedontheirgeo-footprintprovidedintheprocessedfile.

HighestDensity

LowestDensity

Page 3: DIRECT TARGETING EXAMPLE Report · way to understand and engage with their target audience. ConsumerVectorsuses the most robust and significant demographics -age, income, gender,

RegionEastNorthCentral:IL,IN,OH,MI,WIEastSouthCentral:AL,KY,MS,TNMiddleAtlantic:NJ,NY,PAMountain:AZ,CO,ID,MT,NV,NM,UT,WYNewEngland:CT,ME,MA,NH,RI,VT

Pacific:AK,CA,HI,OR,WASouthAtlantic:DE,FL,GA,MD,NC,SC,VA,DC,WVWestNorthCentral:IA,KS,MN,MO,NE,ND,SDWestSouthCentral:AR,LA,OK,TX

Page 4: DIRECT TARGETING EXAMPLE Report · way to understand and engage with their target audience. ConsumerVectorsuses the most robust and significant demographics -age, income, gender,

Age Description

Page 5: DIRECT TARGETING EXAMPLE Report · way to understand and engage with their target audience. ConsumerVectorsuses the most robust and significant demographics -age, income, gender,

Household Type

Page 6: DIRECT TARGETING EXAMPLE Report · way to understand and engage with their target audience. ConsumerVectorsuses the most robust and significant demographics -age, income, gender,

Gender

Page 7: DIRECT TARGETING EXAMPLE Report · way to understand and engage with their target audience. ConsumerVectorsuses the most robust and significant demographics -age, income, gender,

Marital Status

Page 8: DIRECT TARGETING EXAMPLE Report · way to understand and engage with their target audience. ConsumerVectorsuses the most robust and significant demographics -age, income, gender,

Ethnicity

Page 9: DIRECT TARGETING EXAMPLE Report · way to understand and engage with their target audience. ConsumerVectorsuses the most robust and significant demographics -age, income, gender,

Household Income

Page 10: DIRECT TARGETING EXAMPLE Report · way to understand and engage with their target audience. ConsumerVectorsuses the most robust and significant demographics -age, income, gender,

Wealth Rating

Page 11: DIRECT TARGETING EXAMPLE Report · way to understand and engage with their target audience. ConsumerVectorsuses the most robust and significant demographics -age, income, gender,

Level of Education

Page 12: DIRECT TARGETING EXAMPLE Report · way to understand and engage with their target audience. ConsumerVectorsuses the most robust and significant demographics -age, income, gender,

Presence of Children

Page 13: DIRECT TARGETING EXAMPLE Report · way to understand and engage with their target audience. ConsumerVectorsuses the most robust and significant demographics -age, income, gender,

Number of Children

Page 14: DIRECT TARGETING EXAMPLE Report · way to understand and engage with their target audience. ConsumerVectorsuses the most robust and significant demographics -age, income, gender,

Length of Residence

Page 15: DIRECT TARGETING EXAMPLE Report · way to understand and engage with their target audience. ConsumerVectorsuses the most robust and significant demographics -age, income, gender,

Homeowner Status

Page 16: DIRECT TARGETING EXAMPLE Report · way to understand and engage with their target audience. ConsumerVectorsuses the most robust and significant demographics -age, income, gender,

Dwelling Type

Page 17: DIRECT TARGETING EXAMPLE Report · way to understand and engage with their target audience. ConsumerVectorsuses the most robust and significant demographics -age, income, gender,

Assessed Median Home Value

Page 18: DIRECT TARGETING EXAMPLE Report · way to understand and engage with their target audience. ConsumerVectorsuses the most robust and significant demographics -age, income, gender,

Donor Behavior

Page 19: DIRECT TARGETING EXAMPLE Report · way to understand and engage with their target audience. ConsumerVectorsuses the most robust and significant demographics -age, income, gender,

Interests

Page 20: DIRECT TARGETING EXAMPLE Report · way to understand and engage with their target audience. ConsumerVectorsuses the most robust and significant demographics -age, income, gender,

Top 12 ConsumerVector

Rank ConsumerVector Description Customer% Universe% Penetration

Index

1 23243 Suburban;Boomers;Male;HighIncome;CoupleswithChildren 14% 4% 367

2 22243 Suburban;GenX;Male;HighIncome;CoupleswithChildren 10% 2% 399

3 23233 Suburban;Boomers;Male;UpperMiddleIncome;CoupleswithChildren 6% 2% 256

4 23143 Suburban;Boomers;Female;HighIncome;CoupleswithChildren 4% 1% 636

5 24243 Suburban;Greatest;Male;HighIncome;CoupleswithChildren 3% 1% 361

6 22233 Suburban;GenX;Male;UpperMiddleIncome;CoupleswithChildren 3% 2% 159

7 23242 Suburban;Boomers;Male;HighIncome;Couples 2% 1% 291

8 22143 Suburban;GenX;Female;HighIncome;CoupleswithChildren 2% 0% 531

9 23141 Suburban;Boomers;Female;HighIncome;Single 2% 1% 275

10 24233 Suburban;Greatest;Male;UpperMiddleIncome;CoupleswithChildren 2% 0% 412

11 24242 Suburban;Greatest;Male;HighIncome;Couples 2% 1% 269

12 23241 Suburban;Boomers;Male;HighIncome;Single 2% 1% 249

Page 21: DIRECT TARGETING EXAMPLE Report · way to understand and engage with their target audience. ConsumerVectorsuses the most robust and significant demographics -age, income, gender,

Ex. ConsumerVectorSuburban CouplesBaby BoomersHigh Income

Use ConsumerVectors to:

+ Build profitable relationships with your customers

+ Create meaningful interactions within real-time digital environments

+ Optimize your customer dialogues

+ Maintain consistency in messaging across all channels

ConsumerVectors Description & ApplicationConsumerVectors is a comprehensive consumer segmentation system that groups all US consumers into unique demographic segments, providing marketers with a powerful and effective way to understand and engage with their target audience.

ConsumerVectors uses the most robust and significant demographics - age, income, gender, household type and geography - to create insightful consumer composites.

¨5 Age Segments - Millennials, Gen X, Baby Boomers, Greatest Generation, Unknown

¨5 Income Segments - High, Upper Middle, Middle, Low, Unknown

¨4 Household Type Segments- Single, Couples, Couples with Children, Unknown

¨4 Geographic Segments- Urban, Suburban, Rural, Unknown

¨3 Gender Segments- Female, Male, Unknown

Page 22: DIRECT TARGETING EXAMPLE Report · way to understand and engage with their target audience. ConsumerVectorsuses the most robust and significant demographics -age, income, gender,

2322- Suburban:Summers,HighIncome,Couples2323- Suburban:Summers,HighIncome,Families3313- Urban:Autumns,HighIncome,Families3321- Suburban:Autumns,HighIncome,Singles3322- Suburban:Autumns,HighIncome,Couples3323- Suburban:Autumns,HighIncome,Families4221- Suburban:Winters,MiddleIncome,Singles4321- Suburban:Winters,HighIncome,Singles4322- Suburban:Winters,HighIncome,Couples4323- Suburban:Winters,HighIncome,Families

GeoVector

Page 23: DIRECT TARGETING EXAMPLE Report · way to understand and engage with their target audience. ConsumerVectorsuses the most robust and significant demographics -age, income, gender,

MethodologyGeoVector™ life stages are based on the interaction between 4 primary demographics: •4 Levels of age (Life Stage-see below)•3 Levels of income (High, Med, Low)•3 Levels of Household type:

•Single head of households•Couples no children present• Families (Singles or Couples with children present)

•3 Levels of Geography•Urban•Suburban•Rural

Life Stages Include:•18-24 Year-Olds: Springs•25-44 Year-Olds: Summers•45-64 Year-Olds: Autumns•65+ Year-Olds: Winters

Potential Application:GeoVectors™ are highly descriptive, intuitive in nature and mutually exclusive.

GeoVectors™ can be used as appends for internal segmentation of a customer’s database or they can be used as selects for acquisition and retention efforts.

GeoVectors™ analysis within a profile can allow for immediate insight into market penetration across a manageable number of Vectors.

GeoVectors™ learnings can be used for list selects as well as for crafting messaging and offers that are most salient for that GeoVector™ (s).

GeoVector Description & Application

GeoVectors™ are dimensional scores (108 Segments) that are combinations of 4 primary demographics (age, income, household type and geography) into one cumulative GeoVector selection.

Page 24: DIRECT TARGETING EXAMPLE Report · way to understand and engage with their target audience. ConsumerVectorsuses the most robust and significant demographics -age, income, gender,

THANK YOU


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