Embed Size (px)
Citation preview
Meet the Tribes V9.0 (Cutdown )
Meet the Tribes…
Copyright RDA Research 2011 2
geoTribes® is rda’s powerful needs-based geodemographic segmentation system
featuring readily recognised segments, like Rockafellas, Boomers, Stuggleville and
Grey Power. geoTribes® segments divide the market of Persons 18+ by social rank
& lifecycle stage.
In geoTribes®, social rank is represented by socioeconomic status. The geoTribes®
scheme is ranked in descending socioeconomic status order.
The segments create a business intelligence framework supporting capabilities like…
Data Enhancement…
geoTribes® is a powerful system for data enhancement. Based on only address and age,
geoTribes® allows marketers to place their customers, stores and marketing activities into a
readily applied Socio-economic and Lifecycle Stage framework.
Knowledge Integration…
geoTribes® allows marketers to integrate insights from multiple research & knowledge sources
into a single needs-based targeting framework.
Multi-Channel Execution…
geoTribes® enables flexible targeting of propositions & campaigns to a single, consistent target
group, executed across a broad range of channels, spanning both CRM and acquisition.
The Australian national % composition of geoTribes® is…
%
T1 Rockafellas 7.0
T2 Achievers 10.1
T3 Fortunats 6.5
T4 Crusaders 4.8
T5 Preppies 3.7
T6 Independents 5.0
T7 Suburban Splendour 8.3
T8 Twixters 4.2
T9 Debtstars 10.6
T10 Boomers 7.0
T11 True Blues 6.4
T12 Struggleville 7.3
T13 Grey Power 5.1
T14 Survivors 8.9
T15 Slender Meanz 5.1
geoTribes® segments are available at CD, postcode or higher levels or as database tags using rda’s easyTag® adaptive data tagging system.
introduction…
Copyright RDA Research 2011 3
key descriptors…
Mature children of affluent parents. Privately schooled,
university educated. Orientated towards recreation & travel.
Living with their affluent parents & certain of a good place in
life.
RockafellasAffluent mature families. Very high incomes & discretionary
spend. Mature children. High home ownership &
investments. Spend on fresh food, recreation, culture,
school fees & books.
AchieversAmbitious younger & middle aged families. Higher SES with
high levels of household & personal income. High household
spend. Younger children. High mortgage payments, credit
card debt & consumer loans.
FortunatsFinancially secure retirees & pre-retirees. Incomes primarily
from superannuation & investments. Spend on recreation,
healthcare, wine & holidays. Read newspapers & make
charitable donations.
CrusadersCareer-oriented singles & couples. High earned incomes &
hours worked. Spend on fast food, cinemas, recreation &
Internet purchases. Higher occupational status, especially
professionals.
T2
T3
T4
Copyright RDA Research 2011 4
key descriptors…
debtStarsFinancially extended younger families. Middle-SES with high
levels of mortgage, credit card & consumer debt. Infants &
young children. Spend on fast food, snacks & confectionary,
vehicle maintenance, homemaker goods & recreation.
SuburbanSplendourMiddle class mature families. Middle aged families with
dependent children. Have computer games, mobile phones DVD
Players & Pay TV. Spend on snack & fast food, school fees, vehicle
maintenance & children’s clothing. High mortgage debt & interest
payment on credit.
TwixtersMature children living at home. Many part & full time students.
High household income & spend. Attend cinemas, use e-mails &
the Internet. Spend on fast food & vehicle maintenance, travel,
sport participation & Pay TV. Employment problems. Social
networks.
BoomersWhite collar post family pre-retirees. Middle SES singles & couples.
Investments, especially in property, cash investments & shares.
Spend on recreation, newspapers & medical expenses.
IndependentsYoung singles & couples. Renting. High household debt & spend
on credit cards. Studying full or part time. Attending popular
music concerts, cinemas & browsing the Internet. Spend on
beer, magazines, books & cigarettes.
T6
T8
T9
T10
Copyright RDA Research 2011 5
key descriptors…
People living in underprivileged circumstances. Living on
government benefits. Public housing. Unemployment,
dislocation, divorces & personal trauma.
Better off retirees. Home ownership. Cash investments.
Voluntary work. Religious & community involvement. Spend
on healthcare, fuel & power & other basics.
Grey Power
Retirees living on minimal incomes. Subsistence living on
government benefits. Spend on basics, healthcare,
household services & food.
Survivors
Struggling young & middle aged families. Lower SES. Young
children. Spend on infant’s clothing, cigarettes & essentials.
Employment problems. Divorces. Lone parents. Consumer
debt. Government income support.
True BluesBlue collar mature families & pre-retiree singles or couples.
Lower SES. Long working hours. Spend on vehicle
maintenance. Invest for retirement. Prospects of working
into older age.
T11
T12
T13
T14
T15
KFC
StVincentdePaul
Kmart/Walmart
Caravan Parks
Lottery
Meals on Wheels
BUPA Aged Card
Senior Clubs
Sanofi Aventis
Johnson & Johnson
Canned FoodsHome BrandsPawnbrokersFood Stamps
Copyright RDA Research 2011
6
Lifecycle Stage
is based on the two universal dimensions of Lifecycle Stage and Social Rank...
Social
Rank(SES)
Poor
Younger Older
Social Rank represents
our ability to make our
Lifecycle journey better
through the resources we
get from our education,
employment & income.
Social Rank drives the
quality of solutions which
people choose to meet
their needs.
Lifecycle represents the
common stages in life’s
journey, based on age and
family structure.
Lifecycle Stage is a
strong driver of the type
of needs which arise across
all areas of peoples lives.
Affluent
1
2
Copyright RDA Research 2011
7
The Social Rank dimension is implemented as 10 Deciles and the Lifecycle Stage dimension as 8 Stages to
form the matrix of 80 cells…
Lifecycle Stage
Social
Rank(SES)
Affluent
Poor
Younger
Living at
Home
Young
Independents
Young
Families
Middle Aged
Families
Mature
Families
Mature
Independents
Early
Seniors
Late
Seniors
Older
10
9
8
7
6
5
4
3
2
1
A GB FEDC H
0
1
2
3
4
5
6
7
8
9
10
0 1 2 3 4 5 6 7 8
So
cio
ec
on
om
ic S
tatu
s
Lifecycle Stage
Copyright RDA Research 2011
8
Needs vary across the matrix in line with differing circumstances…
Lifecycle Stage
Social
Rank(SES)
Affluent
Poor
Younger
Living at
Home
Young
Independents
Young
Families
Middle Aged
Families
Mature
Families
Mature
Independents
Early
Seniors
Late
Seniors
Older
10
9
8
7
6
5
4
3
2
1
A GB FEDC H
Copyright RDA Research 2011
9
Lifecycle Stage
Social
Rank
(SES)
Affluent
Poor
Younger
Living at
Home
Young
Independents
Young
Families
Middle Aged
Families
Mature
Families
Mature
Independents
Early
Seniors
Late
Seniors
Older
10
9
8
7
6
5
4
3
2
1
A GB FEDC H
The segments inherit the needs profiles from their location in the matrix…
Copyright RDA Research 2011
10
Lifecycle Stage
Social
Rank
(SES)
Affluent
Poor
Younger
Living at
Home
Young
Independents
Young
Families
Middle Aged
Families
Mature
Families
Mature
Independents
Early
Seniors
Late
Seniors
Older
10
9
8
7
6
5
4
3
2
1
A GB FEDC H
The essence of the needs profile for each segment is captured in an engaging contemporary
name…
Copyright RDA Research 2011
11
facilitates powerful data enhancement, efficient knowledge integration, consistent targeting
& flexible execution across multiple channels…
Knowledge
Integration
Data
Enhancement
Multi-
Channel
Execution
Value Modeling
Market Size & Gaps
Database Profiling
CRM Needs Visualisation
Cohort Benchmarking
Segment Mapping
Digital
Direct / Doorknock
Letterbox / Unaddressed Mail
Retail Location, Merchandising & Intercept
Outdoor Signage
Call Centre
Media Profiling Systems
Panels / Tracking Database Profiling
Retail Catchment Profiling Value Models
Response Data
Quantitative SurveysWeb Communities
Qual GroupsWeb Analytics
Broadcast & Print
CRM
Copyright RDA Research 2011
12
Why ?
geoTribes builds on the strengths of traditional geodemographic systems...
o Turn-key segmentation with no development risk.
o Easily tagged via location/address details.
o Built to population providing a back-drop for benchmarking & gap analysis.
o Privacy compliant with no PII used in building or fitting the segments.
o Discrimination between the segments is based on underlying needs, giving a powerful overarching framework.
geoTribes overcomes major shortcomings of traditional geodemographics (like Mosaic & geoSmart)...
o 15 segments are easier to remember & understand than 50 or so, especially for senior management & casual users.
o Person-level segments give better visualization than ‘blends’ of people, households & dwellings.
o Using Factual age in fitment gives superior discrimination for lifecycle exposed categories, like Telco, Financial Services,
Recreation & Retail.
o Multiple fitment engines enable use with a broader range of research, planning & execution options.
o Turn-key customised segment schemes, go beyond a one-size-fits-all approach.
geoTribes has been enhanced by...
o Providing Internet access 24/7 with flexible input formats & protocols including real time database tagging.
o Building a standardized global format to support multi-market planning.
o Providing training, technical backup & applications support by the experienced & friendly technical teamwho developed the system.
o Developing geoTribes as a Total Solution for Integrated Multi-channel marketing.
Lvl 4
11 Rangers Road
Neutral Bay
NSW 2089 Australia
t +61 2 9927 0555
Copyright RDA Research 2011. All rights reserved.
All information deemed to be correct at time of publication.
Subject to revision without notice.
RDA Research maintains intellectual property rights over all
information and material included in this document. No part of
the document or information contained herein may be copied or
used in any way without the express permission of RDA Research.
RDA Research ABN 30 003 357 328.
Meet the Tribes V9.0. (CUTDOWN for pdf).ppt 26/07/2011
