YouGov profiler tool demo – June 2015

How To Describe Your Customers So You Can Take Marketing Action

Descriptions Of Typical Customers Will Get This Type Of Result !

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What Do Your Customers Look Like?

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Tip - Try to describe segments of customers NOT all customers so ask these questions about a specific

segment of customers.. Typically - Men Or Women? Typical Ages (Bands 18-35 etc.) What Brands Do They Love? What TV And Films Do They Watch? What Interests Do They Have? Use Tools To Create Your Typical Fan -

Https://Yougov.Co.Uk/Profiler#/

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Rather than guess try this free tool https://yougov.co.uk/profiler#/ Just type into the search box a Keyword

for your target audience –such as Golf (see example) and then select one of the media options (Magazines, websites that will appear)

YouGov Profiles - Example -Golf Fans - Demographics

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YouGov Profiles Example -Golf Fans - Lifestyle

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Click on any of these for additional data

Facebook Advertising System Has 100’s If Not 1,000’s Of These Interests Can Target By

YouGov Profiles Example -Golf Fans - Brands7

YouGov Profiles Example Golf Fans - Entertainment8

YouGov Profiles Example -Golf Fans -Media9

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Summary

Think groups of customers not all of them!

Be creative -you’re not creating a targeting model

Is about the what to say as much as the who talking to

Use as starting point for your own customer research

Remember, its not that ALL of your customers are like X or Y

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Questions

YouGov Profiler tool12

Powered by data collected in the YouGov Cube

Connected data vault which holds over 120,000 data points, collected from over 200,000 UK YouGov members.

What does YouGov Profiles show?

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It shows how every single panel member interacts and engages with traditional (TV, radio, press, print) and new media (online, social, mobile) channels. This connected data is unique to the research industry and it means YouGov clients can mine its huge seam of information in real-time and understand more about their audiences than ever before.

The information in the tool ranges from demographic and lifestyle data to consumer and brand information (such as where people shop and what type of car they own), which can be analysed against consumers’ complete media consumption. The power of YouGov’s methodology allows it to collect the long tail of personal attributes, including in more niche areas (such as their musical preferences) and more abstract considerations (such as personality type).

Does the app show the “average” fan/customer?

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No. If it did, most groups would look very similar, and you wouldn't learn a lot about the specifics of particular thing. Instead it shows what is proportionally unique about a group when it is compared to their natural 'comparison set' (for example, fans of Downton Abbey compared to anyone who has rated any TV shows).

We present the datapoints that most over-score in our target group (as measured by index/“z-scores”). So, if something is only true of 1% of the overall population, but is true of 6% of our target group, it might score very highly (and shows you something interesting and particularly true about that group). However, it does not mean it is true of all of them. For example, the results for a some particular football teams show a female character; this does not mean that most fans are female, but simply that compared to other football teams, there are more female fans of that team than you would expect.

Are some of the sample sizes on YouGov Profiler too small to be statistically robust?15

If the sample says 52 people it does not mean that we only surveyed 52 people. Instead it means that among the tens of thousands of people we questioned, 52 have so far identified themselves as fans or customers of that particular brand. Although obviously the larger a sample size is the more confident you can be about the correlations, we include small sample sizes in YouGov Profiler because they can still show you a lot about a particular group

1630 years marketing and

sales experience, including working for three of the

entrepreneurs from Dragon's Den

Social Media Reach +

Direct Expertise = Leads/Clients/Sales

Fellow of the Institute of Direct

and Digital Marketing

4 Years Social Media Management and Paid Advertising ( AdWords and

Facebook) expertise

Established 3DM 2010

Graham Archer FIDM

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Thank You For Your Time. Email :

graham@3dragonmarketing.co.uk

Call me on: 07973 69 88 77

Tweet me: @Graham_3Dragons