Erik van der Eijk DDW understand target engage
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Transcript of Erik van der Eijk DDW understand target engage
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© 2013 Experian Information Solutions, Inc. All rights reserved. Experian and the marks used herein are service marks or registered trademarks of
Experian Information Solutions, Inc. Other product and company names mentioned herein are the trademarks of their respective owners.
No part of this copyrighted work may be reproduced, modified, or distributed in any form or manner without the prior written permission of Experian.
Experian Public.
© 2013 Experian Information Solutions, Inc. All rights reserved. Experian and the marks used herein are service marks or registered trademarks of
Experian Information Solutions, Inc. Other product and company names mentioned herein are the trademarks of their respective owners.
No part of this copyrighted work may be reproduced, modified, or distributed in any form or manner without the prior written permission of Experian.
Experian Public.
Van data discovery naar bedrijfsresultaat Understand, Target and Engage
September 2014
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Wat doe ik? Wie ben ik?
Erik van der Eijk Head of Data, Analytics and Delivery @ Experian
38
jaar
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Data
Image rights: Harvard Tweetmap
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Data Enormous volumes of data created at light speed
Volume
Huge amounts of
data from an
increasing number
of sources.
Velocity
Always connected
means this data
moves at light
speed.
Variety
Structures, formats,
unique identifiers
gaining in
complexity & variety.
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Set objectives
Gather high quality data
Understand
Target
Engage Measure
Van data naar bedrijfsresultaat
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Internationale vastgoedontwikkelaar
► Wie zijn potentiele klanten voor nieuw te bouwen huur- en koopwoningen?
► Wat willen deze klanten voor deze woningen betalen?
Klantwaarde en potentieel meten Case vastgoedonwikkelaar: klant behoefte
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Klantwaarde en potentieel meten Case vastgoedonwikkelaar: methode
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Grote landelijke retailer non-food:
► Wat is de performance van elk filiaal vergeleken met gelijksoortige filialen?
Inzicht in performance van winkels Case retailer: klant behoefte
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Variabele Effect Status Index
Aanwezigheid Jonge Digitalen (A) ++ Doet filiaal goed 269
Aanwezigheid Digitale Singles (A03) -- Doet filiaal slecht 320
Aantal concurrenten binnen 25 minuten reistijd ++ - -
Aanwezigheid Digitale Appartementseigenaren (D15) ++ Doet filiaal goed 371
Halfords filialen in VG (gewogen naar reistijd) -- Doet filiaal slecht 310
Verkoop Vloer Oppervlak (VVO) ++ Doet filiaal goed 176
Aantal concurrent 1 binnen 25 minuten reistijd -- Doet filiaal slecht 169
Sterk Stedelijk verzorgingsgebied ++ - -
Franchise filiaal + - -
Kwaliteit verkoopteam (M6) - beoordeling + Doet filiaal gemiddeld 109
Gemiddeld inkomen in verzorgingsgebied + Doet filiaal gemiddeld 109
Aanwezigheid Digitale Appartementseigenaren (D11) + Doet filiaal goed 373
Aanwezigheid Welvarend en Vrijstaand (J34) - Doet filiaal goed 65
Winkelgebied Kernverzorgend Centrum - - -
Aanwezigheid concurrent 2 binnen 15 minuten reistijd - - -
Kwaliteit productieteam (M4) - beoordeling + Doet filiaal gemiddeld 101
Aanwezigheid concurrent 3 binnen 5 minuten reistijd + - -
Bereikbaar (B5) - beoordeling + Doet filiaal goed 125
Aanwezigheid Provinciale Ruimtegenieters (I33) + Doet filiaal slecht 9
Algemene winkelinrichting (WI9) - beoordeling + Doet filiaal gemiddeld 102
NPS + Doet filiaal slecht 66
Inzicht in performance van winkels Case retailer: methode
Filiaal
Werkelijke
omzet Index Klanten Huishoudens Penetratie
1 201.004€ 132 793 2.053 39%
2 102.728€ 67 441 6.415 7%
3 84.468€ 55 521 7.905 7%
4 201.615€ 132 1.100 3.577 31%
5 303.261€ 199 1.598 4.680 34%
6 79.422€ 52 299 2.176 14%
7 170.877€ 112 889 5.207 17%
8 76.346€ 50 569 7.382 8%
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Workshop Ga zelf aan de slag met data en discover de mogelijkheden!
Analyseren 1
Presenteren 3
Creeëren 2
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Mosaic Huishouden
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Hoe lees ik een profiel analyse
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© 2013 Experian Information Solutions, Inc. All rights reserved. Experian and the marks used herein are service marks or registered trademarks of
Experian Information Solutions, Inc. Other product and company names mentioned herein are the trademarks of their respective owners.
No part of this copyrighted work may be reproduced, modified, or distributed in any form or manner without the prior written permission of Experian.
Experian Public.
© 2013 Experian Information Solutions, Inc. All rights reserved. Experian and the marks used herein are service marks or registered trademarks of
Experian Information Solutions, Inc. Other product and company names mentioned herein are the trademarks of their respective owners.
No part of this copyrighted work may be reproduced, modified, or distributed in any form or manner without the prior written permission of Experian.
Experian Public.
Case Casual Friday
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Modeketen “Casual Friday”
Momenteel erg succesvol en wil daarom uitbreiden
Klantenanalyse op basis van huidige klanten uit loyalty systeem
3 mogelijke nieuwe vestigingsplaatsen
Verzorgingsgebied vastgesteld op 10 kilometer
Data Discovery voor Casual Friday Achtergrond
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1. Bepaal de doelgroep voor “Casual Friday” aan de hand van het profiel
2. Bepaal welke plaats in termen van doelgroep potentieel het meest geschikt is voor de nieuwe vestiging
3. Er is een budget van 25.000 euro voor een grote openingsactie. Hoe krijg je de doelgroep in de winkel!?
1. Op welke specifieke behoeften speel je in?
2. Wat is de actie?
3. Welk medium kies je voor communicatie?
4. Hoe meet je het resultaat?
4. Presentatie 3 minuten
Data Discovery voor Casual Friday Opdracht
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© 2013 Experian Information Solutions, Inc. All rights reserved. Experian and the marks used herein are service marks or registered trademarks of
Experian Information Solutions, Inc. Other product and company names mentioned herein are the trademarks of their respective owners.
No part of this copyrighted work may be reproduced, modified, or distributed in any form or manner without the prior written permission of Experian.
Experian Public.
© 2013 Experian Information Solutions, Inc. All rights reserved. Experian and the marks used herein are service marks or registered trademarks of
Experian Information Solutions, Inc. Other product and company names mentioned herein are the trademarks of their respective owners.
No part of this copyrighted work may be reproduced, modified, or distributed in any form or manner without the prior written permission of Experian.
Experian Public.
Workshop!
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De Mosaic Groepen E, F, I, J vormen samen ruim 64% van het klantenbestand
Data Discovery Case Resultaten Doelgroepen “Casual Friday”
Mosaic Huishouden Groep Klanten % Nederland % Index
A - Jonge Digitalen 1.511 5,8% 704.232 9,5% 61
B - Stedelijke Balanceerders 50 0,2% 246.157 3,3% 6
C - Samen Starten 1.272 4,9% 507.305 6,8% 71
D - Goed Stadsleven 1.677 6,4% 577.741 7,8% 83
E - Modale Koopgezinnen 3.910 14,9% 454.805 6,1% 244
F - Kind en Carrière 6.200 23,7% 587.079 7,9% 300
G - Sociale Huurders 1.415 5,4% 603.270 8,1% 67
H - Rijpe Middenklasse 1.209 4,6% 564.571 7,6% 61
I - Vrijheid en Ruimte 4.243 16,2% 655.305 8,8% 184
J - Gouden Rand 2.459 9,4% 404.992 5,4% 173
K - Elitaire Topklasse 460 1,8% 298.475 4,0% 44
L - Landelijk Leven 1.031 3,9% 492.271 6,6% 60
M - Welverdiend Genieten 645 2,5% 637.949 8,6% 29
N - Vergrijsde Eenvoud 120 0,5% 716.703 9,6% 5
Totaal 26.202 100% 7.450.855 100% 100
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In het verzorgingsgebied rondom Doelgroeperdam wonen het grootste aantal huishoudens die binnen de doelgroep vallen.
Hier is het totaal aantal te verwachten nieuwe klanten (in termen van doelgroep) dus het grootst.
Data Discovery Case Resultaten Aanwezige doelgroepen in verzorgingsgebieden
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