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The data exists today to tell you what models you should be marketing where, and more importantly, what the people buying those models want to hear from you and how they prefer to hear it. Join String Automotive and Experian Automotive to learn how you can access this rich demographic data and use it to craft highly tactical, hyper-targeting marketing campaigns to sell more cars, more efficiently.
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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
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
•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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