1. BETTER DATA = SMARTER MARKETING Presented to AAF-Louisville
July 29, 2015
2. Agenda Introductions So, what is data? Data Approach
National Data Local Data Proprietary Data Our Louisville So, what
is marketing? StorytellingThrough Data #AAFLOUPD
3. Introductions Nancy Jo Trafton, Senior Marketing Manager -
Client Strategy I have 30 years of media sales and marketing
consulting experience specializing in effective broadcast buys,
event marketing and research utilization. I have helped businesses,
from the smallest retail shop to large multi-national increase
their market share through analysis of audience and market
conditions and developed innovative marketing solutions including
print, digital and event marketing opportunities. @njtrafton
Christy Belden, Digital Director I have been in marketing for 12
years, working with clients on traditional and digital marketing.
Before coming to Courier- Journal Media, I was VP of Media +
Marketing at LEAP, a full- service digital advertising company. I
also write and speak on various marketing topics, specifically
digital marketing, and I am an adjunct professor teaching digital
marketing. I have an MBA from the University of Louisville.
@christy_belden #AAFLOUPD
4. SO, WHAT IS DATA?
5. So, what is data? #AAFLOUPD
6. Not everythingthat counts can be counted, and not everything
that can be counted counts. - Albert Einstein #AAFLOUPD
7. Data Defined data /dad,dd/ noun facts and statistics
collected together for reference or analysis. #AAFLOUPD
8. DATA APPROACH
9. 4 Q
10. Who? are your best customers? spends more than other
customers? buys more products? buys packages? are the most loyal?
are coupon users? shops more frequently than average?
#AAFLOUPD
11. Where? do you draw customers from? are the neighborhoods
with the greatest opportunities for growth? are the neighborhoods
with the greatest number of lookalikes? are your competitors
located relative to your customers? #AAFLOUPD
12. big ticket items do your customers own? products do they
have in their cabinets? activities do they participate in? media do
they read, listen to, watch, surf? digital sites draw the most
similar customer types? What? #AAFLOUPD
13. How can we help? Integrated media campaign newspaper,
digital advertising, native advertising, direct mail, video
development PPC advertising, SEO, website redesign Store location,
layout or inventory Staff training on customer acquisition and
retention #AAFLOUPD
14. NATIONAL DATA
15. National Data The 10,000 foot view Best for overall trends
or industry overviews Provides insights and direction for local
data Compare your market or client to national trends Do you index
above/below Are you a market leader or are you lagging behind
Identify opportunities #AAFLOUPD
16. National Example Data is from the March 2014 Crowdtap
report titled "Social Influence: Marketing's New Frontier"
conducted by Crowdtap and Ipsos MediaCT in partnership with Social
Media Advertising Consortium (SMAC). 839 US adults ages 18-36 were
surveyed online during January 2014. Crowdtap is a social marketing
platform. #AAFLOUPD
17. LOCAL DATA
18. Local Data The 100 foot view Local view of community or
category performance Compare your market or client to national
trends Do you index above/below Are you a market leader or are you
lagging behind Identify opportunities Government data typically
free, others may require subscription Different data types
empirical versus extrapolated #AAFLOUPD
19. Local Example 15% 30% 31% 38% 38% 45% 48% 66% 0% 10% 20%
30% 40% 50% 60% 70% Social Media Internet Ads Radio Magazine
Newspapers Television Online Review Sites Internet Search Sources
Millennials find give good information on Products/Services Sources
Millennials find give good information on Products/Services Nielsen
Profile Ranking Index, Nielsen Neighborhood Demographics 2015, GfK
Mediamark Research & Intelligence DoubleBase 2014, Louisville
CBSA, adults 18-34 #AAFLOUPD
20. Local/National Comparison 17 -16 11 -6 -6 -11 -35 -40 -30
-20 -10 0 10 20 Louisville CBSA Millennial Product Information
Source % Difference from US Millennial Average Social Media Sites
Internet Ads Radio Newspaper/Magazines Television Online Reviews
Online Search #AAFLOUPD
21. PROPRIETARY DATA
22. Proprietary Data The 10 foot view Owned data Customer
databases Website analytics Purchase data Service/complaint history
Data is only as good as you make itgarbage in/garbage out Holy
GrailMost valuable data but often overlooked or misunderstood
Businesses are starving for information on how to leverage their
own data #AAFLOUPD
23. Where are your customers and who are they? Index based on
Louisville KY CBSA Metro base geography. Lifestage Groups Customers
% of Customers Index Mainstream Families 10,312 18% 121 Cautious
Couples 8,683 15% 120 Midlife Success 6,947 12% 86 Young
Accumulators 6,522 11% 153 Conservative Classics 6,097 11% 102
Sustaining Seniors 4,745 8% 93 Young Achievers 3,846 7% 99
Sustaining Families 3,404 6% 110 Striving Singles 2,701 5% 47
Affluent Empty Nests 2,574 5% 87 Accumulated Wealth 1,311 2% 56
Louisville Market Source: Analysis of Customer database using
Nielsen Media Research PRIZM Segmentation system #AAFLOUPD
24. k n o w t h e a u d i e n c e Myspouse and Iliveinamodestly
priced home withour big family. Because we have alarge household,we
also ownfourcars. We love sportsand electronic toys. We shop
inbulkand liketo watchTV. Know the Audience Mainstream Families WHO
ARE THEY? Mainstream Families refers to a collection of eight
segments of middle-class and working-class child-filled households.
While the age range of adults is broad--from 25 to 54--these are
households with at least one child under 18 still at home. And
residents in this exurban group share similar consumption patterns,
living in modestly priced homes--including mobile homes--and
ranking high for owning three or more cars. As consumers,
Mainstream Families maintain lifestyles befitting large families in
the nation's small towns: lots of sports, electronic toys,
groceries in bulk, and televised media. 2015 STATISTICS Households:
114,736 (16.4% of market) Average Household Income: $61,009
(Compared to market average of $60,397) HOW THEY SPEND THEIR TIME
ACTIVITIES & LEISURE Enjoys photography and crafts. Plays
basketball and gardens. Loves going to theme parks such as Kings
Island and Holiday World. The KY State Fair and Louisville Zoo are
favorites as well. TRADITIONAL MEDIA Average TV viewer watching 4.8
hours a day on average. Favorite programming is kids shows, movies
and comedies. Listens to drive time radio and half of them read
Courier- Journal content regularly. ONLINE HABITS Strong Internet
users, Heavy for Facebook and online bill pay. 9 in 10 own a mobile
device and are more likely to own one. 95% own a desktop or laptop
computer Visit Pinterest, WebMD and USAToday web sites. Source:
Nielsen 2014 LouisvilleDMA; Avg HH Income based on Nielsen
Scarborough 2014 R2, Louisville DMA #AAFLOUPD
25. k n o w t h e a u d i e n c e Myspouse and Iliveinamodestly
priced home withour big family. Because we have alarge household,we
also ownfourcars. We love sportsand electronic toys. We shop
inbulkand liketo watchTV. Media Habits Mainstream Families Source:
Nielsen Scarborough Research, 2014 R2 Louisville DMA MRI Research
and PRIZM Segmentation Print Television OnlineRadio Watches an
average of 4.8 hours ofTV a day, same as market average. More
likely to be satellite subscribers. Feel thatTV ads are repeated
too often. Favorite networks includeWLKY,WDRB, A&E,TBS, USA,
Discovery & ABC Family. Enjoy watching movies, dramas,
mysteries & science fiction. 48% readCourier-Journal newspaper
content every week. Find magazine ads amusing. Favorite magazines
includeTodays Woman & Southern Living. Reads main news, ad
inserts & comics newspaper sections. Listens to 2.0 hours of
the radio every day.On par with market average. More likely to
listen to internet radio like Pandora. Favorite genres: country,
classic hits & contemporaryChristian. Strong online consumers.
Spending on average, 10 hours a week online compared to market
average of 8 hours. 87% own a mobile device. (index of 116) SEARCH
is the #1 smartphone activity. 63% regularly use Facebook.
#AAFLOUPD
26. How it Will Work for You Uncover consumer insights from
those who have purchased from the business. Gain a deeper
understanding of where year visitors are coming from across the
region. Discover what their digital and traditional media habits
are. Now that we know more about your consumers, well know how to
executive an efficient, targeted, integrated marketing campaign to
them. #AAFLOUPD
27. Website Analytics #AAFLOUPD
28. Website Analytics #AAFLOUPD
29. Website Analytics #AAFLOUPD
30. Website Analytics #AAFLOUPD
31. OUR LOUISVILLE Correlating local and national data in our
market
32. Our Town Total population: 1,325,917 Total households:
533,121 Median age: 38.9 (National: 37.9) Average household size:
2.44 (National: 2.57) Total effective buying income: $29.8 billion
Median household income: $42,987 (National: $45,448) Median
owner-occupied housing value: $158,475 (National: $191,227) Source:
2015 The Nielsen Company Geography: Louisville 13-county MSA
#AAFLOUPD
33. Our Population & Race Louisville CBSA Market Index to
Total US 2010 Census 1,235,708 2015 Estimate 1,275,797 2020
Projection 1,315,719 Growth 2010-2015 3.24% 93 Growth 2015-2020
3.13% 89 White 80.91% 107 Black/African-American 14.79% 99 American
Indian 0.20% 22 Asian 1.86% 29 Native Hawaiian 0.06% 30 Other 0.15%
62 Two or More Races 2.03% 77 Source: 2015 The Nielsen
Company#AAFLOUPD
34. Our Sex & Age Source: 2015 The Nielsen Company
Louisville CBSA Market Index to Total US Male 48.9% 99 Female 51.1%
101 0-17 23.05% 99 18-34 21.77% 94 35-54 27.03% 103 55-64 13.42%
106 65+ 14.74% 100 Average Age 39 103 #AAFLOUPD
35. Our Education Source: 2015 The Nielsen Company Louisville
CBSA Market Index to Total US Less than 9th Grade 6.01% 102 Some
HS, no diploma 8.18% 102 High School Graduate 28.56% 101 Some
College, no degree 21.67% 102 Associate Degree 7.96% 101 Bachelors
Degree 17.49% 97 Masters Degree 7.21% 95 Professional School Degree
1.77% 52 Doctorate Degree 1.16% 93 #AAFLOUPD
36. Our Occupation Source: 2015 The Nielsen Company Top 10
Louisville occupations and how we index against the national
average TOP 10 LOUISVILLE OCCUPATION CATEGORIES Louisville CBSA
Market Index to Total US Office/Admin Support 14.96% 110
Sales/Related 10.78% 98 Transportation/Moving 8.84% 144 Management
8.65% 90 Production 7.78% 130 Health Practitioner/Tech 6.56% 117
Food Prep/Serving 5.59% 97 Edu/Training/Library 5.34% 88
Business/Financial Ops 4.64% 98 Construction/Extraction 4.22% 84
#AAFLOUPD
37. Our Households Source: 2015 The Nielsen Company Louisville
CBSA Market Index to Total US 2013 Est. Average HHI $68,075 92 2013
Est. Median HHI $50,632 94 Owner Occupied 68% 105 Renter Occupied
32% 91 Median All Owner- Occupied Housing Value $158,989 83 2013
Est. Average HH Size 2.43 95 Households with Children under 18
32.32% 97 #AAFLOUPD
38. Louisville CBSA Market Index to Total US 2015 Est. Average
HHI $68,001 92 2015 Est. Median HHI $50,698 94 2015 Est. Average
Effective Buying Income $55,898 92 2015 Est Median Effective Buying
Income $42,987 94 2015 Est. Agg. Effective Buying Income
$29,800,607,500 2020 Proj. Average Effective Buying Income $60,743
94 2020 Proj. Median Effective Buying Income $46,063 96 Our
Effective Buying Income Source: 2015 The Nielsen
Company#AAFLOUPD
39. Our Consumer Spending Source: 2015 The Nielsen Company
Geography: Louisville 13-county MSA Louisville MSA 2015 Annual
Average per Household 2015 Market Index to US TOTAL CONSUMER
EXPENDITURES $51,595 94 Food at Home (Total) $5,658 93 Prepared
Foods $1,179 98 Food Away from Home $3,069 92 Apparel (Total)
$3,887 91 Womens Apparel $1,307 92 Mens Apparel $759 90 Footwear
$561 93 Personal Care Products & Services $993 95 Prescription
Drugs $2,775 104 Housekeeping Supplies $389 99 #AAFLOUPD
40. Our Retail Growth Source: 2015 The Nielsen Company
Geography: Louisville 13-county MSA 2015 Demand 2020 Demand Demand
Growth 2015 Market Index to US Total Retail Sales & Eating,
Drinking Places $27,506,496,000 $29,504,951,000 7.26% 94 Grocery
Stores $4,142,839,000 $4,412,926,000 6.51% 96 Pharmacies & Drug
Stores $2,840,140,000 $3,098,668,000 9.10% 104 Restaurants
$1,364,789,000 $1,465,911,000 7.4% 91 Department Stores
$3,426,359,000 $3,929,703,000 14.6% 92 #AAFLOUPD
41. YTD June 2014 YTD June 2015 % Change Houses Sold 6,796
7,633 12.32% Average Selling $174,678 $190,625 9.13% Median Selling
Price $141,000 $155,000 9.93% # of Active Listings Placed into
Pending Status During June 1,437 1,767 22.96% Active Listings at
June 15 6,944 5,781 -16.75% Our Real Estate Market Louisville
continues to experience a shortage of housing inventory and remains
a sellers market Source: Greater Louisville Association of Realtors
#AAFLOUPD
42. SO, WHAT IS MARKETING (MORE IMPORTANTLY STRATEGY)?
43. So, what is strategy? #AAFLOUPD
44. STRATEGY
45. If you knowthe enemy and knowyourself you need not fear the
results of a hundred battles. - SunTzu The Art ofWar #AAFLOUPD
46. Strategy Defined strategy /stradj/ noun a plan of action or
policy designed to achieve a major or overall aim. #AAFLOUPD
47. #AAFLOUPD
48. Data: Opponent is right-handed and has a weak backhand
#AAFLOUPD
51. Scenario Goal: Build brand awareness of moms 18-32
#AAFLOUPD
52. #AAFLOUPD
53. Scenario Goal: Build brand awareness of moms 18-32 Data:
90% of millennial moms own a smartphone today - Source: 2015 State
of Modern Motherhood IAB and BabyCenter Study #AAFLOUPD
54. #AAFLOUPD
55. STORYTELLING WITH DATA
56. Baby Boomers Adults 55-64 James & Mary
57. Lifestyle Habits Belong to civic clubs and church boards
Attend live theater Visit museums Participate in gardening &
read books Play golf Attend U of L basketball games Go to arts and
crafts festivals Attend Louisville Orchestra performances Go to St.
James Art Festival Grocery shop at Walmart, Value Market & The
Fresh Market Shop at Oxmoor Center, The Paddock, Westport Village
& Macys Be influenced by "What's Hot and What's not" Play
sports Be sensitive to healthy food Go to bars or nightclubs Go to
sporting events Attend KDF events Belong to a health club Grocery
shop at GFS, Save-a-Lot & Meijer Shop at Mall St. Matthews,
Jefferson Mall & Dixie Manor More likely to. Less Likely to.
Baby Boomers: Age 55-64 Louisville population 158,173 Average
income $65,000 Employment status Full-time 41% Part-Time 7% Not
employed 52% Occupation summary White collar 32% Blue collar 17%
Source: Louisville Scarborough & Nielsen Pop-Facts 2015
research. 2014 R2 and Nielsen PRIZM households and MRI 2015
projected to Louisville NDM Understanding the lifestyle and
demographic habits of Baby Boomers between the ages of 55-64 can
help you better understand your audience
58. Baby Boomers: Age 55-64 Health Habits Highest indexing
medical services received in past 3 years Louisville Index Source:
Louisville Scarborough research. 2014 R2 and Nielsen PRIZM
households and MRI 2015 projected to Louisville CBSA. Understanding
the health traits of Baby Boomers between the ages of 55-64 can be
vital to gaining a better understanding of your audience and how
you can reach them. 1. Eye doctor (39%) 2. Other specialist (32%)
3. Skin doctor (19%) 4. Cardiologist (18%) 5. Foot doctor (8%)
Specialist seen in the past year Top of mind health issues for
Louisvilles Baby Boomer generation Heart health and maintenance
Foot care Weight management Blood pressure control Arthritis
Diabetes Breast, Lung, Prostate & Colon cancer Headache and
Migraine 130 129 128 125 112 100 91 Neurology Cardiac care
Orthopedics Other medical service Any overnight stay procedure
Cancer/oncology Cosmetic surgery More likely to describe their
health as poor or fair.
59. Local Media Habits Source: Louisville Scarborough research.
2014 R2 and Nielsen PRIZM households and MRI 2015 projected to
Louisville CBSA. Observing the local media habits of Baby Boomers
between the ages of 55-64 in the Kentuckiana market, helping to
drive your marketing strategy Print Television OutdoorRadio Strong
TV viewer watching 5.6 hours of TV a day, above the market average
of 4.8 hours. More likely to be a cable subscriber Program
highlights: The Good Wife, Kentucky Derby, 60 Minutes, Miss
Universe Pageant, Olympics & Golden Globe Awards Feel that TV
ads are repeated too often but give good info on new products
Favorite networks include WLKY, WHAS, FOX News Channel, TV Land,
Golf, HLN & Hallmark Enjoy watching Religious, Daytime soaps
and national news 56% read Courier-Journal newspaper content every
week Majority believe Newspapers give good info on bargains Find
magazine ads give good info on new products Favorite magazines
include American Legion, AARP, Wall Street Journal, Louisville
Magazine & Southern Living Reads Main news, sports & ad
inserts newspaper sections Listens to 2 hours of the radio every
day. On par with market average Feel that radio ads are repeated
too often More likely to listen to Satellite radio Favorite genres:
News/talk, classical & Oldies Dont walk long distances. 68%
walk less than 1 mile a week in a downtown area Do not use bus or
carpool 29% travel 200+ miles a week in a vehicle compared to the
market average of 34% Baby Boomers: Age 55-64
60. Online and Mobile Habits Source: Louisville Scarborough
research. 2014 R2 and Nielsen PRIZM households, MRI 2015, and
Nielsen Mobile Habits projected to Louisville CBSA Online usage is
a huge part of everyones lives today and understanding the online
habits of your audience is key to reaching them in the right places
on the internet both at home and on the go. Online Mobile On
average, spend 6 hours a week online, below the Louisville average
of 8.3 hours Less likely to be social media users. 55% use social
media sites on the internet Heavy email users More likely to look
for recipes & financial information online More likely to own a
desktop PC, tablets & Kindles Utilize the internet to track
investments, make travel plans & find medical info Popular
websites include Trip Advisor, Mapquest, White Pages, Facebook,
Weather.com, YouTube & Yahoo! 64% own a smartphone or tablet
device but are 14% less likely to own one than the general market
population Android is the #1 Mobile OS used followed by Apple iOS
Less likely to be social media users on mobile Top mobile
activities besides calls are email & internet Majority use
social media on mobile less than once a week Types of mobile
websites visited most are Weather, Search and news Do not play
games Have visited Open Table, Fox News, AOL Mail, Business news
& Trip Advisor mobile sites Baby Boomers: Age 55-64
61. Geographic Breakdown Source: Nielsen PRIZM segmentation
research. Population of A55-64. projected to Louisville CBSA
Gaining a better understanding of where Baby Boomers age 55-64 are
most likely to live within the metro market Louisville Metro Market
by Zip Code LOW HIGH Likely to be Baby Boomers age 55-64
105-158103-10599-10293-997-92 Index How to read: An index of 100 is
the Louisville market average. Therefore any region of the map with
a color corresponding go an index above 100 means Adults 55-64 are
more likely to live in that region Baby Boomers: Age 55-64
62. Jefferson County Up Close Jefferson County by Census Block
Gaining a better understanding of where Adults 55-64 are most
likely to live within Jefferson County. Source: Nielsen PRIZM
segmentation research. Population of A55-64. projected to Jefferson
County KY How to read: An index of 100 is the Louisville market
average. Therefore any region of the map with a color corresponding
go an index above 100 means Adults 55-64 are more likely to live in
that region Baby Boomers: Age 55-64 LOW HIGH Likely to be Boomer
Busters age 55-64 117-219103-11793-10381-930-81 Index
63. SO, WHAT DOES THIS ALL MEAN?
64. Better Data = Smarter Marketing #AAFLOUPD
65. Get your factsfirst then you can distort them as you
please. - MarkTwain #AAFLOUPD