CONSUMERS ON THE MOVEJ.D. Crook
John Hadden
Core Marketing Questions• Who buys from me?• What are they going to buy from me?• Where can I find them geographically?• How can I best communicate with them?
• New Questions:• When?• On what screen?
Where Segmenting a Customer Database Started• PRIZM (Potential Ratings in ZIP Markets)
• Started in 1970 by analyzing census data• Combines geographic and demographic characteristics of
neighborhoods• Labels neighborhoods
with geodemographic
segment codes
What’s Changed• Advances in computing
technology• Household-level data• Tracking “life stage”
changes• To gain an advantage over
the competition• Intrusive but practical
Computer Advertising
• Right now most online advertising is done in an untargeted “spray and pray” style
• Selling information• “Trust is the cornerstone
of our business. People will only use Facebook if they trust us”
• Tracking Cookies• Site A -> Site B• Ad’s been seen 200
times, clicked on 4
Cable Advertising• Hopes to become direct marketing vehicle• PersonicX Classic: 70 clusters and 21 life stages
comprise this household-level segmentation schema• Maybe some day…
Mobile Advertising• Interruptive Marketing vs Utility Marketing• P&G “Utility Apps”
• Stain Brain, Iams Vet 24/7, Crunch Band
• Cheaper to produce Utility app than a single TV ad• Catered Advertising – Opt in Advertising• New York Startup
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