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Partnership

Combining the reach of Microsoft Advertising with the in-depth audience insight of Experian .

Audience Insight

Enriching Microsoft Advertising’s user database with Experian’s massive offline dataset.

Targeting Opportunities

Targeting offline metrics online through two advanced profile offerings: • Advanced Profile Segments • Mosaic segments

ADVANCED PROFILE TARGETING FROM EXPERIAN Go beyond standard demographic attributes with insights such as:

• • •

Life Stage Gross Family Income Education

MOSAIC SEGMENTS FROM EXPERIAN A DEEPER DEMOGRAPHIC Dive deeper and sharpen your focus with socio-demographic characteristics.

• • • • • • •

Demographics Behaviours Purchase Choice Lifestyle Choices Recreational Activity Investment Behaviour And more…

MOSAIC SEGMENT EXAMPLES

Use Mosaic profiling to precisely target your core audience TRAVEL – Family Holidays GROUP G: CAREERS AND KIDS INDEX: 999 Families with Young Children where both parents are likely to earn solid incomes providing for a comfortable modern home GROUP B: PROFESSIONAL REWARDS INDEX: 537 Experienced professionals in successful careers enjoying financial comfort in suburban or semi rural homes GROUP F: SUBURBAN MINDSETS INDEX: 402 Maturing families on mid-range incomes living a moderate lifestyle in suburban semis LIFESTAGE – New Families TYPE G33: MILITARY DEPENDANTS INDEX: 999 Servicemen and their families renting quarters from the Ministry of Defence TYPE G31: DOMESTIC COMFORT Families with high incomes derived from INDEX: 407 managerial positions and considerable property wealth in their suburban detached houses TYPE J43: STREETWISE KIDS INDEX: 282 Large young families with many single parents, often unemployed and claiming benefits, living on deprived council estates

HOW THIS WORKS

How can we provide advanced online targeting while preserving the anonymity of the consumer?

Experian securely receives Windows Live data from Microsoft Experian overlays data with its own categories such as Mosaic Categories are securely and anonymously returned to Microsoft

CASE STUDY: DIRECT LINE ADVANCED TARGETING DRIVES BRAND AWERENESS

Challenge Solution Results Focusing on its home insurance offering, Direct Line wanted to identify and target their ideal audience online. The aim of the campaign was to increase their brand awareness, drive positive brand perception, and increase consumer awareness that Direct Line products are not available through price comparison websites. Microsoft Advertising was able to connect Direct Line with the robust audience targeting they were looking for using Experian’s ‘Addressable Advertising’ solution – a combination of Experian’s rich consumer data and analytical expertise and Microsoft Advertising’s quality inventory and scale. • • 31% increase in ad recall – this increased to 44% amongst Professional Rewards group 57% increase in positive purchase responses 57% increase in

positive purchase

responses.

7

DATA PROVIDER: EXPERIAN DATA SOURCE: CONSUMERVIEW

• ConsumerView delivers a comprehensive database of Dutch consumer marketing information based on 16 million individuals and 7 million households.

• Provides thousands of additional high-quality data variables that go far beyond standard offerings.

• High-quality data: Experian is the original source compiler, controlling and validating all data.

• Create a prospect list with widely used demographic and lifestyle variables and segmentations systems (i.e., Mosaic and TrueTouch).

• Industry-leading privacy practices and auditing.

ADVANCED PROFILE DESCRIPTIONS

TARGET AUDIENCES BY LIFE STAGE

Target consumers by Life Stage across the Microsoft network of sites.

• • • • • • • • 1 - Single or couple < 35 years 2 - Family with children, eldest child 0-5 years 3 - Family with children, eldest child 6-12 years 4 - Family with children, eldest child 13-19 years 5 - Family with children, eldest child 20+ years 6 - Single or couple, 35-49 years 7 - Single or couple, 50-64 years 8 - Single or couple, >=65 years

Background and Sources

Based on a comprehensive database of consumer marketing information sourced from Dutch households by Experian.

TARGET AUDIENCES BY GROSS FAMILY INCOME

Target consumers by Gross Family Income scores) across the Microsoft network of sites.

• • • • • 1 - Below modal 2 - Modal 3 - 1.5 times modal 4 - 2 times modal 5 - More than 2 times modal

Background and Sources

Based on a comprehensive database of consumer marketing information sourced from Dutch households by Experian.

TARGET AUDIENCES BY EDUCATION

Target consumers by Education across the Microsoft network of sites.

1 – Low 2 – Medium 3 – High 4 - University

Background and Sources

Based on a comprehensive database of consumer marketing information sourced from Dutch households by Experian.

EXPERIAN MOSAIC SEGMENTS BY MARKET

GROUP A YOUNG DIGITALS

Young Digitals are free spirits with free time and great affinity for the digital world This Group studies, works part-time, is in training or unemployed, living in small apartments in the large cities

Types

A01–Student Freedom Under 25, without cars or cares, other than preparing for their future A02–Online Starters Mid-20s, still in school or unemployed, they focus on shopping and playing A03–Digital Singles Most are 25-30, living alone in their first apartment. Obsessed with media A04–Older Youth Many are 35+, with below-average income, connecting with friends online

GROUP B URBAN BALANCERS

Urban Balancers are under 40, with lower income and education, living in the middle of cities in Western Netherlands This Group often has roots outside the country

Types

B05–Young Multicultural Tenants Students under 25, living close to their school or university B06–Multicultural Starters Most are 25-40, living close to many friends from their place of origin B07–Struggling Urbanites Jobless or barely making ends meet, they average 25-45

GROUP C STARTING TOGETHER

Starting Together works blue-collar jobs and lives in terraced homes in mid-sized municipalities They often have 1-2 children and live simply, entertained mostly by TV and radio

Types

C08–Terraced Starters Late-20’s to early 30’s, happy to have a small home in a safe area C09–Managing Together Largely made up of immigrants, 25-45, with 1-2 children C10–Basic Village Tenants Native Dutch, renting a house in a village, with average income

GROUP D GOOD LIFE CITY

Good Life City is highly educated with a solid career or advanced studies, and is living the free life before the arrival of children They go on adventurous vacations in far-flung places like South Africa

Types

D11–Digital Apartment Owners 25-40, mostly entertained by the computer (including gaming) D12–Urban Singles Under 40 and without kids, enjoying sports and the cinema D13–Inner City Private Tenants 25-35, mostly carless students with below-average income D14–Characteristic City Dwellers 25-35, among the highest social class in the country D15–Urban Professionals Ranging from 30-60, often with a full-time government job

GROUP E AVERAGE FAMILY HOMEOWNERS

Average Family Homeowners are at the heart of solidly middle-class family life, living in their own homes with growing children under 12 Their fun is practical and focused on the family, and their kids are busy with activities like martial arts

Types

E16–Young Family Dynamics 25-40, married or partnered with young kids in a quiet neighborhood E17–Working Class Homeowners Social people, 30-45; comfortably living on modest incomes E18–Commuter Families 35-55, commuting long distances to family-friendly neighborhoods

GROUP F KIDS AND CAREER

Kids and Career is a group in a constant tug-of-war between work and home. They live for the weekend, when they can relax They are ambitious, earn good incomes and have solid credit histories

Types

F19–Prosperous Families 25-40, highly educated, and just starting a family (or trying to do so) F20–New Homemakers 30’s-40’s with two children, and recently purchased a new home F21–Progressing Families 35-50, with kids 6-12; parents work desk jobs, often as managers F22–Suburban Adolescent Families 40-55, with kids 6-19, and higher incomes allowing two cars

GROUP G SOCIAL TENANTS

Social Tenants are middle-aged with older children, renting a simple apartment in a less expensive suburb They are often poorly educated, with low income and simple lives

Types

G23–Urban Medium 45-60, often single and childless, with part-time jobs and limited income G24–Modest Workers 45-60, hard-working families in rural areas G25–Needy Pre-Retirees 55-60, and often single, living frugally on low incomes

GROUP H MIDDLE CLASS CONTENTMENT

Middle Class Contentment is a group approaching retirement, with a tidy home and close ties to extended family and friends They live mainly in small-scale communities and live carefully, without excess

Types

H26–Average Provincials 45-75, in rural villages, with grown children and often grandchildren H27–Suburban Single Tenants 55-75, working part-time or retired, renting, with few obligations H28–Village Seniors 55-75, active but slow-moving; many work part-time, enjoying crafts H29–Traditional Seniors 55-75, middle-income senior citizens living quietly in their own homes

GROUP I FREEDOM AND SPACE

Freedom and Space consists of families with young children living in spacious suburbs They have average to good incomes, and often work in construction, or in managerial roles

Types

I30–Large Family Villagers 35-55, with 2-3 children, and very good incomes I31–Space Loving Families 40-60, with 2-3 kids, living in big homes on very large plots I32–Semi-Detached Locals 45-65, with at least one child, moderate incomes, leading a quiet life I33–Country Loving Households 40-65, with at least one child, hard-working and often upper-class

GROUP J GOLDEN EDGE

Golden Edge is affluent and lives in spacious homes in expensive neighborhoods They love golf and foreign travel, and typically have a passion for finance and investing

Types

J34–Detached Prosperity 45-65, they are successful entrepreneurs or managers with kids J35–Wealthy Terrace Owners 45-65, kids 6-18, living in beautiful homes on quiet lanes J36–Comfortable Couples 45-75, living the good life thanks to high incomes and investments

GROUP K UPPER CLASS ELITE

Upper Class Elite is typically among the highest social class in the country. Well educated and wealthy, they enjoy the best of life They buy keep champagne in the fridge, holiday in Italy in the summer and ski in Switzerland in the winter

Types

K37–Urban Elite 60+, most without children, they prefer a beautiful townhome in Amsterdam K38–Booming Families Under 45 and married, working hard and giving the best to their children K39–Wealthy Sophisticates 50-75, married with grown kids, they travel widely and support charities K40–Stately Exclusivity 45+, often Directors, usually married with grown kids and 2+ luxury cars

GROUP L COUNTRY LIFE

Country Life is usually native Dutch, and enjoys life in pleasant homes in the open countryside They enjoy traditional life, while reveling in the peace of their natural surroundings

Types

L41–Contemporary Farmers 45-75 farmers, with kids 6 -12+, working long days L42–Rural Teenage Families 45-75, with children 12+, working on their farm L43–Rural Freedom Seekers 45-75 farmers, with children 12+, who are very self-sufficient L44–Contented Countryside 60+, with grown children, highly educated, they chose a gentle rural life

GROUP M WELL-EARNED COMFORT

Well-Earned Comfort is a group enjoying an easy retirement from highly trained careers thanks to substantial savings They are married, and with their work life behind them, they relax, indulge in hobbies and visit their grandchildren

Types

M45–Active Empty Nesters 55+ and married, they are healthy, busy, and enjoy financial freedom M46–Happy Baby Boomers 60+ and married, they had a good working life and now happily relax M47–Elderly Apartment Owners Averaging 65 and upper class, often retired professors or doctors

GROUP N GREYING SIMPLICITY

Greying Simplicity is a group of retirees are living simply and soberly, enjoying quiet activities They have below average income and low education levels, and often live alone

Types

N48–Retired Singles 65-75, living alone in a rented apartment, often with a cat N49–Seniors Together 65-75, active, long-married couples, who love playing with grandchildren N50–Struggling Elders 75+, living quietly alone in a rented apartment with low resources

NETHERLANDS ADVANCED PROFILE SEGMENTS

PROFILE SEGMENTS FROM EXPERIAN— NETHERLANDS

Segment

Life Stage Gross Family Income Education

Description

1 – Single or couple < 35 years 2 – Family with children, eldest child 0-5 years 3 – Family with children, eldest child 6-12 years 4 – Family with children, eldest child 13-19 years 5 – Family with children, eldest child 20+ years 6 – Single or couple 35-49 years 7 – Single or couple 50-64 years 8 – Single or couple >=65 years 1 – Below modal 2 – Modal 3 – 1.5 times modal 4 – 2 times modal 5 – More than 2 times modal 1 – Low 2 – Medium 3 – High 4 – University

NETHERLANDS MOSAIC SEGMENTS

EXPERIAN MOSAICS— NETHERLANDS

Group

A B C D E

Group Description

Young Digitals Urban Balancers Starting Together Good Life City Average Family Homeowners

Type

D13 D14 D15 E16 E17 E18 A01 A02 A03 A04 B05 B06 B07 C08 C09 C10 D11 D12

Type Description

Student Freedom Online Starters Digital Singles Older Youth Young Multicultural Tenants Multicultural Starters Struggling Urbanites Terraced Starters Managing Together Basic Village Tenants Digital Apartment Owners Urban Singles Inner City Private Tenants Characteristic City Dwellers Urban Professionals Young Family Dynamics Working-Class Homeowners Commuter Families

EXPERIAN MOSAICS— NETHERLANDS

Group

F G H I J

Group Description

Kids and Career Social Tenants Comfortable Retirement Freedom and Space Golden Edge

Type

F19 F20 F21 F22 G23 G24 G25 27 28 29 I30 I31 I32 I33 J34 J35 J36

Type Description

Prosperous Futures New Homemakers Progressing Families Suburban Adolescent Families Urban Medium Modest Workers Scanty Early Retirement Well-Off Retired People Low-Comfort Retirement Being a Senior Citizen Inland Large Family Villagers Space Loving Families Semi-detached Locals Country-loving Households Detached Prosperity Wealthy Terrace Owners Comfortable Couples

EXPERIAN MOSAICS— NETHERLANDS

Group

K L M N

Group Description

Upper-Class Elite Country Life Well-Earned Comfort Greying Simplicity

Type

K37 K38 K39 K40 L41 L42 L43 L44 M45 M46 M47 N48 N49 N50

Type Description

Urban Elite Booming Families Wealthy Sophisticates Stately Exclusivity Contemporary Farmers Rural Teenage Families Rural Freedom Seekers Contented Countryside Active Empty Nesters Happy Baby Boomers Elderly Apartment Owners Retired Singles Seniors Together Struggling Elders