2. USE NIELSEN SEGMENTATION TO…
FIND
UNDERSTAND
• WHO ARE MY BEST
CUSTOMERS?
• WHAT IS THE
POTENTIAL DEMAND
FOR MY PRODUCT?
• HOW DO I FIND
GROWING CONSUMER
SEGMENTS AND
MARKETS?
• WHICH MARKETS AND
LOCATIONS OFFER THE
BEST OPPORTUNITY?
CONNECT
• HOW DO I REACH MY
CONSUMERS MOST
EFFECTIVELY?
• HOW DO I OPTIMIZE MY
MARKETING TO DELIVER
RESULTS?
3. FAN SEGMENTATION GOALS
Increase ticket sales by better understanding what motivates fans to
purchase tickets
Improve marketing ROI through enhanced targeting of TV, radio, direct
mail, print, digital, and sales campaigns
Provide a complete, 360-degree view of fan segments
Drive sponsorship revenues and corporate partner ticket sales
4. PRIZM SEGMENTATION
•
•
•
Household segmentation model that
groups consumers into 66 segments
Principal Drivers: Socio-economic rank
and urbanicity
Core Demographic Dimensions
• Household Income
• Age of Householder
• Family Composition
• Home ownership
• Segments are collapsed into 14 Social
Groups, 11 Lifestage Groups, and
Custom Groups
5. COMPLETE SEGMENT VIEW
WHAT THEY WATCH
TV
• Low TV Viewers
• Watch Golf & Tennis
• Watch Bloomberg
TV & HGTV
ONLINE
• Heavy Internet Users
• Track Investments &
Make Travel Plans
Online
MOBILE
• Own Smartphone
• Have Family Plan
• Surf Internet on
Mobile
SOCIAL MEDIA
• Post links/articles/
videos/websites
• Become a fan/follow a
celebrity
• Post photos
WHO THEY ARE
DEMOS
• Age 45-64
• HH Income: $75K$150K
• Empty Nesters
• Caucasian & Asian
• College/Post-Grad
degrees
LIFESTYLE
• Belong to
Country Club
• Contribute to NPR
• Go Skiing
HEALTH &
WELLNESS
• Follow Regular
Exercise Routine
• Go to Doctor for
Regular Check-Ups
• Eat Healthy & Pay
Attention to Nutrition
WHAT THEY BUY
RETAIL
• Online Shopper
• Shop at Talbot’s,
Nordstrom, Crate
& Barrel
FINANCIAL
• Income Producing
Assets (IPA): $100K$500K
• Use Licensed
Financial Advisor
• Have Mutual Funds,
Bonds & IRAs
AUTOMOTIVE
• Own Minivan
• Belong to Auto Club
• Buy Auto Service at
Dealer
6. IMPLEMENTING SEGMENTATION
BRAND EFFECT
BRAND MEDIA VIEWS
“Plan and Buy Media against Your
Segments”
“Measure Ad Effectiveness against
Your Segments (in flight)”
PURCHASE FUNNEL
“Follow Your Segments through
their Purchase Funnel”
DATA LICENSES &
SOFTWARE
TV AUDIENCE
SEGMENTS
“License the data to code
Your Segments to your files
and examine Your
Segments in NPower,
CPoint & Prime Location”
“Find your TV Targets
Online, for Your Segments ”
SURVEYS
“Survey Your Segments
using our panel partners
or execute re-contact
surveys into Nielsen’s
syndicated panelists for
Your Segments”
1 TO 1
MARKETING
“Get lists of Your
Segments”
YOUR SEGMENTATION
ONLINE CAMPAIGN
RATINGS & BUZZ
DMA TEST
MARKETING
“Reach Your Segments
online & track what they are
saying about your brand?”
“For Your Segments most
likely to buy, which markets
should you test?
MARKET MIX
MODELING
“Connect Sales Volume
with Promotional Activity
for Your Segments”
ENHANCED PERSONAS
GAP ANALYSIS
“Examine actual sales and
compare to potential sales
for Your Segments”
“Learn more about Your
Segments”
7. CASE STUDY: HOUSTON DYNAMO
http://www.houstondynamo.com/video/2012/10/19/2012-dynamo-highlights
8. PROJECT OBJECTIVES
1
Increase ticket sales by an improved understanding of what
motivates fans to purchase tickets
2
Improve the marketing ROI by enhanced targeting of TV, Radio,
Print, and Direct Mail campaigns
3
Provide a 360-degree view of the fan segments, including what
connects them to the team
9. PROJECT APPROACH
Step 1
Append a PRIZM segment code to each Dynamo ticket buyer record
Step 2
Determine which PRIZM segments have the highest propensity to purchase
Step 3
Describe buyer segments – media habits, lifestyles, behaviors, demographics
Step 4
Conduct primary research to understand what drives segments to purchase
10. DYNAMO TICKET BUYERS
* 900,227 Houston households are targets for the Dynamo (42.4% of the DMA)
11. WHO ARE WEALTHY FAMILIES?
DEMOGRAPHIC SNAPSHOT
• Ages 35-54, Families with Kids
• Avg. Income: $139,505
• Live in Suburban areas
• Caucasian; Post Graduate
SOCCER MESSAGING
• What draws them?
‒Love of the Dynamo
‒Spending time with family and friends
• What deters them?
‒ Cost
‒ Quality of current stadium
‒ Ease of transportation
Ticket Purchases
• Dynamo: Season Tickets and Premium Holder
• Attend Texans and Astros games
12. HOW CAN I REACH WEALTHY FAMILIES?
NETWORK
PROGRAM
INDEX
RATING %
NBC
PARKS & RECREATION
174
2.78
NBC
OUTSOURCED
174
2.46
NBC
STANLEY CUP FINALS
166
4.83
ABC
MR. SUNSHINE
164
2.79
ABC
MODERN FAMILY
164
5.04
NBC
PARENTHOOD
162
3.65
FOX
GLEE
161
4.77
CBS
NCAA BASKETBALL
155
5.78
NICKELODEON
KIDS CHOICE AWARDS
153
2.94
CBS
MASTERS GOLF TOUR.
142
7.38
NBC
KENTUCKY DERBY
140
6.94
DISNEY
SO RANDOM
137
1.16
ESPN
NCAA BASKETBALL
135
1.41
13. WHAT ELSE DO THEY BUY AND DO?
Sports and Leisure*: Play soccer, watch soccer on TV, buy soccer equipment, contribute
$250+ to organizations, got to professional football games, go skiing, buy toys on the
Internet, buy flowers online, own roller blades, buy tennis equipment, own a treadmill, belong
to a country club, participate in fantasy sports league
Retailers and Shopping*: J. Crew, Thomasville furniture, Pottery Barn, Lands’ End,
Expedia.com, Ann Taylor, Victoria’s Secret, Target.com
Automotive Products*: Own/lease new/used Honda van/minivan, own/lease a Nissan,
BMW, Mazda, or Mercedes, likely to buy a full-size SUV
Electronics and Internet*: Own iPod mini and a TiVo, use Internet for travel plans and
tracking investments, own a Sony PSP, have a PDA
Home Office Tech: Have handheld wireless device, telecommunicate 8+ hours/ week, use
Slingbox, have fiber optic Internet access, download music 2-4 times/week
14. PROJECT RESULTS
Dynamo have sold out high-end season ticket packages, 80% of all
suites, and increased single ticket sales
Improved marketing efficiency by fine tuning all direct marketing
campaigns and media buys to better reach the intended audience
“The “fanalytics”, fan-based
segmentation, helped us
improve marketing efficiencies,
resulting in a sell-out of season
ticket packages and
demonstrate that we’re
reaching the right consumers
for our sponsors.”
Rocky Harris, SVP, MLS Houston
Dynamo
