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Target Group Summary Table and Microsite Reference OCMC 2016

Target Group Summary Table and Microsite Reference …ocmc.ca/.../uploads/2016/09/Scorecard-and-Microsite-Reference.pdf · The ‘Target Group Summary Table’ is a collection of

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Target Group Summary Table and Microsite Reference

OCMC 2016

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PRIZM5 Icon Breakdown

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PRIZM5 Icon Provides a Wealth of Information

SESI Segment Name

Segment Icon

Lifestage Group (LS) Social Group (SG)

Social Groups • Urban: U1 - U7 • Suburban: S1 - S5 • Exurban: E1 - E3 • Town: T1 • Rural: R1 - R3

19 social groups based on urbanity, affluence, age, ethnicity and dwelling Type

Lifestage Groups • Youth: Y1 – Y2 • Families: F1 – F9 • Mature: M1 - M3

14 lifestage groups based on family status, age of children, affluence, language, urbanity and age

• Income • Education • Low-Income Indicator • Dwelling Value • Net Worth • Discretionary Income • Household Size

Socioeconomic Status (SESI) ranks each of the PRIZM5 segments according to a variety of factors:

CONFIDENTIAL - Copyright Environics Analytics 2016

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PRIZM5 Target Group Summary Table

SG LS SESI Name Count % Comp % Pen Index

35,897,886 100.00 3.56 100

U3 Y1 11 Urban Digerati 498,859 1.39 7.16 201

U3 Y2 12 Street Scenes 544,900 1.52 4.61 129

U4 Y1 34 Rooms with a View 261,009 0.73 5.74 161

U3 Y1 38 Grads & Pads 327,244 0.91 8.42 236

Tota l 1,632,011 4.55 6.33 178

S3 F9 14 Diversity Heights 582,227 1.62 3.26 92

S3 F3 15 Heritage Hubs 838,891 2.34 4.11 115

S2 F1 16 Pets & PCs 1,301,905 3.63 5.02 141

S2 F1 18 Management Material 422,251 1.18 5.13 144

Tota l 3,145,273 8.77 4.47 125

Tota l

Urban Up & Comers

Suburban Diversity

Have a Digital Bundle

from One Telcom

Service Provider

(Opticks Powered by

Numeris)

PRIZM5 Segments

Canada -Total

Population

Market

Variables

Introduction to the Target Group Summary Table

CONFIDENTIAL - Copyright Environics Analytics 2016 5

The ‘Target Group Summary Table’ is a collection of PRIZM5 segments used to help guide in ‘grouping’ the segments based on predominate characteristics, behaviours and attitudes that describe the best opportunities in the market

Social Group Code (SG) Segments are organized into 19 Social Groups based on socioeconimic status, urbanity, ethnicity and official language. U = Urban U1(Urban Elite) -> U7 (Urban Downscale) S = Suburban E = Exurban T = Town R = Rural

(Lower the number the higher the socioeconomic status)

Lifestage Group Code (LS) Segments are also organized into 14 Lifestage Groups based on the presence of children, age of maintainer, urbanity and socioeconomic status. Y = Younger Years F1 ( Pets & PCs) -> F9 (Asian Avenues) F = Family Life Young Diverse Families Older Families M = Mature Years

(Lower the number the younger the group)

SESI Code The individual PRIZM5 Segment numbers are based on Socioeconomic Status Indicator (SESI), a composite score which reflects a number of attributes, including household income, home value (or rent paid), education and relative cost of living. The segments are ranked from 01 to 68, with 01 having the highest SESI score and 68 having the lowest.

Cosmopolitan Elite

Low-Rise Renters

(Highest to lowest socioeconomic status

indicator)

Total count and % of population in Canada (defined on page 7)

Penetration rate and index

to the total penetration

rate (defined on

page 7)

PRIZM Target Group Summary Table

Introduction to the Target Group Summary Table

CONFIDENTIAL - Copyright Environics Analytics 2016 6

Target Group name (this is user created)

Target Group total

PRIZM5 Segment Detail

Geographic market Total

Figure type

Variable name

Variable Category

SG LS SESI Name Count % Comp % Pen Index

35,897,886 100.00 3.56 100

U3 Y1 11 Urban Digerati 498,859 1.39 7.16 201

U3 Y2 12 Street Scenes 544,900 1.52 4.61 129

U4 Y1 34 Rooms with a View 261,009 0.73 5.74 161

U3 Y1 38 Grads & Pads 327,244 0.91 8.42 236

Tota l 1,632,011 4.55 6.33 178

S3 F9 14 Diversity Heights 582,227 1.62 3.26 92

S3 F3 15 Heritage Hubs 838,891 2.34 4.11 115

S2 F1 16 Pets & PCs 1,301,905 3.63 5.02 141

S2 F1 18 Management Material 422,251 1.18 5.13 144

Tota l 3,145,273 8.77 4.47 125

Tota l

Urban Up & Comers

Suburban Diversity

Have a Digital Bundle

from One Telcom

Service Provider

(Opticks Powered by

Numeris)

PRIZM5 Segments

Canada -Total

Population

Market

Variables

PRIZM5 Segments are grouped together to create Target Groups based on similarities. The Target Group Summary Table provides data summaries for both the PRIZM5 segment and their corresponding Target Group.

Introduction to the Target Group Summary Table

CONFIDENTIAL - Copyright Environics Analytics 2016 7

Key Terms Definition

PRIZM5 Environics Analytics’ segmentation system that classifies Canadian neighbourhoods into 1 of 68 lifestyle types

Custom Segment Groups of PRIZM5 segments that were clustered together based on similarities. These are used to make more efficient marketing decisions

SG (Social Group) A categorization of PRIZM5 segments based on socioeconomic status, urbanity, ethnicity and official language (see how to read a Target Group Summary Table for more details)

LS (Lifestage) A categorization of PRIZM5 segments based on the presence of children, age of maintainer, urbanity and socioeconomic status (see how to read a Target Group Summary Table for more details)

SESI (Socio-Economic Status Indicator)

A composite score which reflects a number of attributes, including household income, home value (or rent paid), education and relative cost of living. The segments are ranked from 01 to 68, with 01 having the highest SESI score and 68 having the lowest

Count The actual count of incidences of a particular variable. For Opticks powered by Numeris variables, all counts represent the count of population 12+ and for Social Values variables, all counts represent the count of population 15+

% Comp (Percent composition)

The percentage of the geographic market that a segment or target group represents

% Pen (percent penetration) The percentage of the segment or target group that can be described by the variable of study. For instance a % pen of 43.87% for own home indicates that 43.87% of the segment owns their own home

Index

A comparison of the % pen of a segment to the % pen of the total geographic market – which represents the average for the geographic market. An index of 100 indicates the segment is on par with the average while a deviation above or below 100 indicates they are stronger or weaker than the average in the market. This can be used to infer whether a segment is more likely or less likely than the market to participate in an activity, hold a certain belief or behave in a certain way

Opticks powered by Numeris A major Canadian syndicated survey called Numeris RTS (Return to Sample), which queries over 40,000 respondents on product usage, leisure, retail behaviour and media habits. These data have been modelled to all Canadians aged 12 and over and linked to the PRIZM5 segmentation system

Social Values Psychographic data from Environics Research’s annual survey on the attitudes and beliefs of Canadians. These data have been modelled to all Canadians aged 15 and over and are linked to the PRIZM5 segmentation system

Key Demographic Indicators Demographic variables from Environics Analytics’ DemoStats 2016 product. These data are basd on the 2011 census that has been modelled to estimate figures for the current year

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Microsite

How to Use a Microsite

CONFIDENTIAL - Copyright Environics Analytics 2016 9

Report Type and Name • This indicates the

type of report in the microsite. For example maps and ranking variables

Report Detail • This indicates the

geography of the report, the database of the report, and the count of variables in each report

Date Stamp • This indicates the

time the report was added

Click any of the report names above to access the report. Each report has additional functionality such as filtering and sorting. Please see the microsite documentation included in the case study materials for more info on this.

Report Detail Legend

CONFIDENTIAL - Copyright Environics Analytics 2016 10

Maps of target group locations in the markets specified

Numeris RTS variables on Alcohol &Tobacco for each target group

Numeris RTS variables on Print media (magazine and newspapers) for each target group

Numeris RTS variables on TV usage, stations and programs for each target group

Numeris RTS variables on internet usage and direct/outdoor media for each target group

Numeris RTS variables on sports & leisure behaviour for each target group

Numeris RTS variables on restaurant preferences for each target group

Demographic variables for each target group

Social Values for each target group

Ranking of cities known as Census Sudivisions (CSDs) based on size of population 19+ for each target group