Data, Demographics & Direct MarketingMay 13, 2015

StatesmanMediaPresents.com

Google Seminar:Maximizing Digital Marketing ROI

Thursday, July 16, 2015

Marketing to the New Austin in 2015Early October 2015

Austin Inaugural Marketing Match-Up:A Championship Competition for Austin’s Best Integrated

Marketing Campaigns of 2015 Early December 2015

B2B Event Schedule2015

Today’s Presenters

Steffanie BiedlerGrowing Your Business by

Listening to the Customers You Already

Have

Director of Operations Excellence, SecureWorks |

Dell

Kelly BenishHarnessing Big Data

Nationally to Drive Real Revenue Hyperlocally

VP of Publisher Development, CivicScience

Neil StoutSmall Data – What You Can Do with Database

Marketing and Customer Analysis

Sr. Manager of Business Development, Statesman

Media

8:00 AM – REGISTRATION / LIGHT BREAKFAST

8:30 AM – WELCOME: SCOTT POMPE

8:40 AM – STEFFANIE BIEDLER | SecureWorks | DellGrowing your business by listening to the customer you already have

9:15 AM – KELLY BENISH | CivicScienceHarnessing big data nationally to drive real revenue hyper locally

9:50 AM – NEIL STOUT | Statesman MediaWhat you can do with basic Database Marketing and Customer Analysis

10:10 AM – Q & A : SCOTT POMPE

10:20 AM – WRAP UP: SCOTT POMPE

AGENDA

Steffanie BiedlerGrowing Your Business by Listening to

the Customers You Already Have

The bigger we get the harder it can be to hear our customers

Ask your customers these three questions:

1. How likely are you to recommend <product/business> to a friend or colleague?

2. What is the primary reason for the score you gave us?

3. What’s the one thing you’d like to see us improve?

Based on the Net Promoter® methodology developed by Bain/ & Company and Satmetrics

What we can learn from question 1How likely are you to recommend <product/business> to a friend or colleague?

Identify our most loyal customers…

…and least loyal

Fish where the fishing is good

We’re solving for growth not just impressions, search rankings, open rates, click through rates, response rates and all those other diagnostic measures…

Understand where your loyal customers come from

What we can learn from question 2What is the primary reason for the score you gave us?

We learn what drives loyalty…

Without leading customers…

In customers’ own words

We learn what drives dissatisfaction…

And improved positioning.

We learn what drives loyalty…

Without leading customers…

In customers’ own words

What is the primary reason for the score you gave us?

What we can learn from question 2

What we can learn from question 3What’s the one thing you’d like to see us improve?

As marketers and advertisers we have the opportunity to influence more than just the buying decision.

PositioningCustomer Experience

Perception+ =

Help your customers help you

Engage your loyal customers to advocate

Acknowledge & Dialogue

• Thank your customers for their business

• And don’t stop there!• Engage Engage ENGAGE

Motivate & Action

Dia

logu

e

Moti

vate

Actio

n

Ackn

owle

dge

• Motivation doesn’t have to mean money

• Take the initiative• Make it easy• Ask for the advocacy you

seek• Thank them again

Grow Your Business by Listening to Customers You Already Have

Ask your customers these three questions:

1. How likely are you to recommend <product/business> to a friend or colleague?

• Fish where the fishing is good- Understand where your loyal customers come from

2. What is the primary reason for the score you gave us?

• Understand what drives loyalty so you can amplify your message

• Mimic the language used when referring your business/product

3. What’s the one thing you’d like to see us improve?

• Ensure your positioning is aligned with experience

Engage with loyal customers to create advocates for your business, your products, and your brand.

Kelly BenishHarnessing Big Data Nationally to Drive

Real Revenue Hyperlocally

CivicScience in a polling widget that lives on Statesman.com and hundreds of other sites. We also have a national site where we receive thousands of responses everyday.

That data can be put to great use: CivicScience enables the questions asked in those polls and quizzes to drive significant revenue and other value for SMB’s of all shapes and sizes.

The Statesman can quickly insert their own targeted questions to give advertising prospects insights that differentiate them from the competition.

We build a robust profile around the publisher audience

We help The Statesman show real-time SMB insights around trends and predictive insights for more targeted campaigns

• If they are looking for real-time brand sentiment and predictive information they will only be able to obtain those insights from InsightStore

Wouldn’t you like to see some competitor insights?

Auto Dealerships

Auto Dealerships

Auto Dealerships

Real Estate

Real Estate

Real Estate

Real Estate

Real Estate

Health

Targeting Clients outside of your market

Better Targeting Altogether

Better Targeting AltogetherThose who answer “Chrome”• 46% men vs. 54% women• 42% are 18-34 years old (which is 40% more than average), 37% are 35-54 years old, and 21% are 55+.• 52% have an associates / bachelor’s degree or higher.• They are 30% less likely to be grandparents than average.• 57% are homeowners. Those who answer “Internet Explorer”• 51% men vs. 49% women• 18% are 18-34 years old, 35% are 35-54 years old, and 47% are 55+ (which is 42% more than average).• 51% have an associates / bachelor’s degree or higher.• They are 37% more likely to be grandparents than average.• 71% are homeowners, which is 11% more than average.Those who answer “Firefox”• 50% men vs. 50% women• 25% are 18-34 years old, 41% are 35-54 years old, and 34% are 55+.• 37% are parents (grandparents not included), which is slightly more than average.• 70% are homeowners.Those who answer “Safari” *More data for this answer segment is not available due to low response• 46% men vs. 54% women• 40% are 18-34 years old (which is 33% more than average), 34% are 35-54 years old, and 26% are 55+.

Better Targeting Altogether; Profiling Market Mavens

When compared to the general population, market mavens are 19% more likely to be 25-44 years old (56% are 25-54 years old), 14% more likely to have a household income over $75K, and only slightly more likely to be parents and slightly less likely to be grandparents. 42% live in the suburbs, which aligns with the general population, while 33% live in a city, which is only 10% more than the general population. Education is very similar among market mavens and the general population; however, market mavens are slightly more likely to have a college / technical degree or a graduate / PhD. There is no significant gender difference relative to the general population.

Better Targeting Altogether; Profiling Market Mavens

Better Targeting Altogether; Profiling Shoppers

Better Targeting Altogether; Holiday Shoppers

"CivicScience has developed an effective, defensible, and accurate model for gathering and analyzing public opinion in the U.S." - Dr. J Lamar Pierce (Olin), Dr. Jason Snyder (UCLA), Dr. Alessandro Acquisti (CMU), Dr. Ronnie Chatterji (Duke)

CivicScience’s data and methodology have been validated by leading academic and industry scientists…

We can tell businesses exactly who their persuadable consumer is and what drives their purchasing decisions.

Thank You

Kelly Benish

kelly@civicscience.com

@LoKellSearch

(704) 989-8006

Numerous case studies, white papers, and references available upon request.

Neil Stout“Small Data” – What You Can Do with Database

Marketing and Customer Analysis

Small Data ≥ Big Data

305 South Congress Ave, Austin, TX 78704

But do we learn as much and can it help our business?

Waterloo Records

• Local / one location• Not a current advertiser• Most respected name in music retail in Austin

Challenges• Change in music consumption• Targeting the right customers with limited local

marketing budget• Translating that spend into ROI

With a physical customer address we can tell them:

• Category share • Top ZIP codes (thematic map)• Consumer concentration (dot density map)• Dozens of demographic characteristics• Top Nielsen PRIZM segments (% Comp & Index)• Optimized media schedule• Competitive media spend in the market• Shared customers with our media options

And how to directly target those customers / look-a-likes through a variety of direct marketing tools.

Where are your customers?

The top tercile of 17 ZIP codes accounts for 73% of customer households

Custom Database Analysis

Analysis:50,026 customerhouseholds

Under

$10

,000

$10,

000-

$19,

999

$20,

000-

$29,

999

$30,

000-

$39,

999

$40,

000-

$49,

999

$50,

000-

$74,

999

$75,

000-

$99,

999

$100

,000

-$14

9,99

9

$150

,000

-$19

9,99

9

$200

,000

-$24

9,99

9

$250

,000

or M

ore

0%

10%

20%

0

50

100

150

% Composition Index

Household Income

Age 18-24 Age 25-34 Age 35-44 Age 45-54 Age 55-64 Age 65-74 Age 75+ 0%

10%

20%

30%

0

50

100

150

200

250

300

% Composition Index

Householder Age

Single Married Other 0%

20%

40%

60%

80%

0

50

100

150

% Composition Index

Marital Status

Children No Children0%

20%

40%

60%

80%

0

50

100

150

% Composition Index

Presence of Children

Own Home Rents Home 0%

20%

40%

60%

80%

100%

0

50

100

150

% Composition Index

Tenure

Less than 1 Year 1-4 Years 5 Years or More 0%

20%

40%

60%

0

50

100

150

% Composition Index

Length of Residence

Under $50,000

$50,000 - $99,999

$100,000 - $149,999

$150,000 - $199,999

$200,000 - $499,999

$500,000+ 0%

10%

20%

30%

0

50

100

150

% Composition Index

Home Value

Did Not Graduate High School

Graduated High School

Attended Some College

Bachelor's Degree Post Graduate Degree

0%

10%

20%

30%

50

100

150

% Composition Index

Education

Full Time Part Time Unemployed 0%

20%

40%

60%

80%

0

50

100

150

200

% Composition Index

Employment

0%

5%

10%

15%

20%

0

50

100

150

% Composition Index

Occupation

Bus

iness

/Fina

nce

Man

agem

ent

Arc

hitec

t/Eng

ineer

Leg

al

Com

pute

r/Mat

hem

atica

l

Hea

lth P

ract

itione

r/Tec

hnici

an

Edu

catio

n/Tra

ining

/Libr

ary

Life

/Phy

sical/

Social

Scie

nces

Com

mun

ity/S

ocial

Ser

vices

Arts

/Ent

erta

inmen

t/Spo

rts

Sale

s/Rela

ted

Offi

ce/A

dmin

Suppo

rt

Pro

tect

ive S

ervic

e/M

ilitar

y

Per

sona

l Car

e/Ser

vice

Hea

lthca

re S

uppo

rt

Foo

d Pre

para

tion/

Servin

g

Tra

nspo

rt/M

ater

ial M

oving

Pro

duct

ion

Buil

ding

Groun

ds M

ainte

nanc

e

Nat

ural

Resou

rces

/Con

stru

ction

Main

tena

nce/

Repair

0%

2%

4%

6%

8%

10%

12%

0

50

100

150

% Composition Index

Detailed Occupation

Who are your customers?

Your core customers belong to 19 PRIZM segments.

They make up 59% of the customer file and are 87% more likely to belong to one of these segments than the base households.

Segment Name Segment Code % Comp Index

Bohemian Mix 16 4.7% 302Money & Brains 7 2.7% 289Upper Crust 1 2.5% 289Close-In Couples 40 1.6% 255Urban Elders 59 1.4% 255Pools & Patios 15 1.7% 239The Cosmopolitans 26 1.4% 234City Roots 61 1.0% 222Big City Blues 65 4.1% 202Suburban Pioneers 52 2.1% 186Urban Achievers 31 8.3% 178Movers & Shakers 3 4.8% 177American Dreams 29 4.4% 173Multi-Culti Mosaic 54 4.5% 172Young Digerati 4 2.0% 171New Beginnings 44 3.3% 161Suburban Sprawl 30 1.5% 152Home Sweet Home 19 4.3% 140God's Country 11 3.2% 120

59% 187

The universe of your customer and which ones are most valuable…

The universe of our shared customers and which ones are most valuable…

X,XXX of your customers are also active paying subscribers to the Austin American-

Statesman.

That’s $XXX,XXX of your revenue the past three years…

Takeaways:

• Focus on the data you have

• Take simple steps to capture that data and keep it clean / updated

• Find a partner that will simplify the process of gathering insights and pre-integrate those insights into your campaign

Q&A

Thank You!