Right Message, Right Medium, Right Customer: Using Demographic Data to Find the Perfect Car Buyer

Right Message, Right Medium, Right Customer Using Demographic Data to Appeal to Your Perfect Car

Buyer

Ken KolodziejCEO and FounderSTRING AUTOMOTIVE

Bill Schneider Senior Director, Support Solutions and Analytic ConsultingEXPERIAN MARKETING SERVICES

Erik HjermstadData Research and Analytics ManagerEXPERIAN AUTOMOTIVE

ABOUT

Founded in 2005

Only Google Analytics Partner in Automotive

Dealer Positioning System: Business intelligence and marketing analytics platform for dealershipsand vendors

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Experian AutoMarket DNASM

AutoMarket DNASM is Experian Automotive’s

big data that enables an unprecedented depth of analysis and insights into the automotive

market

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It’s about emotional connection…“In a saturated market where it takes more than a good product to

bring consumers into the dealership, combined with strict consumer

protection laws in place, there is no room for error in allocating our

marketing dollars. It’s less about old-school, high-pressure tactics and

more about forming an emotional connection with the consumer.”

– Ashton BrownDigital Marketing Director of Heritage

Volkswagen of South Atlanta

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What if you could…

• Pinpoint the most successful hunting grounds for each specific model, down to the ZIP code level?

• Understand the mindset of your prospects in each area?

• Make a connection with those consumers by identifying the language, offers, and mediums that will resonate most with them? 4

Evolution of a campaign...

•Who are my ideal prospects?

•What should I be talking to them about?

•Where can I find them?

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Who…6

…am I selling to?6

The Who: From big data

to perfect customer...AutoDNA is a unique automotive MVP research

file:

• Market – All new vehicle purchases and a sample of used or historical snapshot

• Vehicle – All vehicles owned by purchasers with descriptive vehicle details

• People – Behavioral and demographic insights into the people that buy them

•Leverages NVDB for vehicle registrations

•Leverages ConsumerView for behaviors and demographics

•Delivered as a record level data file - ZIP CodeTM level granularity

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The Who: What do we know?

Integration of vehicle purchase history

to drive unique industry insights:

• Market share – by manufacturer, segment, model

• Loyalty calculations (domestic / import, brand, segment)

• Migration patterns (brand, domestic vs import, vehicle segment)

• Average number of months between purchases (car, truck, SUV, new / used)

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The Who: Start with the numbers

Experian’s core asset is our North American Vehicle Database:

•More than 9.5 billion records

•More than 709 million vehicles, of which more

than 57 million are Canadian vehicles

•More than 297 million U.S. vehicles in operation

•Nearly 27 million Canadian vehicles in operation

•1.5 billion titles and 1.6 billion registrations

•More than 300 million title brands

•150 million accident – related events

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The Who: Start with the numbers62 million consumers with strong green behaviors

72,500 weekly new homeowners

89.9 million marriedindividuals

39.9 million blue-collarworking adults

16.7 million Irish adults

999,200 teachers / educators

32 million email addresses

58.8 million homeowners

34 million consumer that do notthink or behave green

7.9 million international travelers

8 million golfers

14.4 million do-it-yourselfers

5.1 million young consumersbetween 18-20 years old

18.8 million gardeners

21 million charitable donors

17 million weight- conscious consumers

10.3 million low-priced woman’s apparel transactions

27 million retirees

5.5 million graduate students

360,000 average new parents each month

26.4 million households with incomebetween $75,000 and $99,999

40 million consumers with little or no credit

235 million consumers

113million households

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The Who: Sources of Data

“Experian

has the most well

regarded compiled

consumer file on

the market today.”

– Forrester Research Inc.

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The Who: How we use it

STATS

32M births, 20M new homeowners, 16Mmoves (annually)

STRENGTHS

Comprehensive data source,

weekly & monthly updates

PRIMARY USAGE

Multi-channel retail, catalog, financial services,

education, insurance

Life EventNew parent, homeowner, mover

STATS

310 credit variables (SCS), 325 geo-demo auto

ownership patterns (AMS)

STRENGTHS

Drives higher predictivemodel performance

PRIMARY USAGE

Financial services, automotive,

predictive modeling

Geo StatisticalSummarized Credit Statistics,

Auto Market Statistics

STATS

40 million records onconsumer buying patterns

STRENGTHS

Connect with consumers based on hobbies,

preferences, and key behaviors

PRIMARY USAGE

Any marketing needsrequiring behavioral data

Life StyleBehaviorBank

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Mosaic®: An Overview

Hundreds of attributes within one solution:• A proprietary solution, Mosaic® is a household-based consumer lifestyle

segmentation system

• It’s used to classify all U.S. households and neighborhoods into unique segments, providing a complete view of consumer’s choices, preferences, and habits for enhancing the understanding of household lifestyles

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Car buyers in Los Feliz, CA

Apartmentdwellers

Happilysingle

35-50Years old

Ethnically diverse, embrace multiculturalism

Internet researchers, but impulse

buyers

Onlinedaters

Heavyconsumers

of magazinesand radio

Tend tomove every

3 yearsVideo

gamers14

Car buyers in Porter Ranch, CA

Drive foreigncars, expeciallyluxury sedans,

SUVs, andsports cars

Belongto health

club

Receptiveto movie

advertising

Married,with olderchildren

Own homesin affluent

West Coastsuburbs

Theaterand museum

goers

PredominatelyAsian, consider

themselvesglobal citizens

Middle-aged

Settled inplace for at

least adecade

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The What: How to talk to me...

• Internet

• PPC

• Display

• Email

DigitalTraditional

• Newspaper

• TV

• Radio

• Direct Mail

• Phone16

…and what to say

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…and what to say

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The What: How we do itTouch-point Message Triggers

•11 customer-centric message themes that stimulate transactions and connect relevance of offer

•Financial products & services driven triggers

Channel Receptivity

•Identifies receptivity of direct and mass communication channels

•Build stronger relationships by utilizing the preferred communication channel(s) for your audience

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The What: Crafting the message

Jet Set Urbanites Sports Utility Families

Status Seeking Singles

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The What: Crafting the message

Shared Demographics and Geographics…

Gender: Female

Age: 32

Location: Metro

Education: College

Marital Status: Single

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The What: Crafting the message

…but different ways of thinking…

Look at Me Now

•Premium brands

•Country club member

•Enjoys entertaining

•Quality relationships

•Safety, security

Stop & Smell the Roses

•Enjoys simple pleasures

•Creative, cultural, spiritual

•Healthy living

•Outdoor enthusiasts

•Activist thinking

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The What: Determining the medium• Target most receptive channel(s) to communicate with customers

• Indicators for strategic or tactical channel management

• Designed and constructed from consumer research on level of “receptiveness” to be contacted by direct and mass advertising channels

Direct communication channels

•Direct mail

•Email

•Telemarketing

Mass media advertising channels

•Newspaper

•Magazine

•Radio

•Television

•Web 22

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The Where: How do I find my buyers?This dealership is doing well in their own ZIP code… 25

Lots of Honda activity but no dealer sales…

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Promote Honda Accords and Civics in Sylmar

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…but nuance matters 28

…but nuance matters 28

The future of media planning…

• What regional editions of the newspaper should I buy?

• Where should I concentrate PPC budget?

Digital

Traditional

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