Segmentation in the UK Workshop   Vishalakshi Roy, Director, Earthen Lamp
Running order•   Introduction•   Types of segmentation•   A few models commonly used in the UK•   Making a start with segm...
What is segmentation?    An established market research technique that breaks down a    given market/group of people into ...
What are the main approaches to        segmentation?•   Population based models•   Behaviour based models•   Product or se...
A few common models used in          the UK
ACORNWhat:  Geo-demographic segmentation of the population which segments  small neighbourhoods, postcodes, or consumer ho...
Case Study: Think tank BirminghamAim:• To identity prospects and design targeted marketingHow:• Postcodes of attenders pro...
Mosaic UKWhat:  Comprehensive demographic data sources and a sophisticated  approach to cluster analysis, supported by ana...
Case Study: BCMGAim:• To identity prospective fundersHow:• Postcodes of current funders profiled using Mosaic UK• Segments...
Arts Audiences: InsightWhat:  Starting with arts attendance and participation the segmentation uses  data from Taking Part...
Case Study: Ledbury Poetry FestivalAim:• To understand the audiences that make up high frequency  and low frequency booker...
National Trust: Days Out                   SegmentsFeatures:•Based on motivation and mind set ofvisitors•Derived from larg...
Royal Shakespeare CompanyFeatures:                              Golden Geese•Behavioural model refreshed twice ayear      ...
Where do you start with             segmentation?•   Surveys•   Mailing lists•   Booking data (box office, other ticketing...
Over to you…
Current useHow important is segmentation in your work?1 = we don’t do it but we are thinking about it more2 = we have made...
ApproachDetermine the top three criteria youuse/would use for segmentation in yourorganisatione.g: Geography, Demographic ...
RelevanceHow can you use some of the UK information?Which of these models are most relevant toyour work?
Sharing experiences and       questions
Concluding thoughts• Different models give different information.• Segmentation is a mean and not an end.• Can help make e...
Thank you                                            Vishalakshi Roy                                              Earthen ...
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Segmentation tools used in the UK - Vishalakshi Roy | congres podiumkunsten 2012

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This workshop involved looking at various methods of approaching segmentation of audiences and examine some of the existing models popular in the UK. It will provide participants with an opportunity to discuss current approaches used in their organisation and share ideas with a view to enhance their approach.
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Segmentation tools used in the UK - Vishalakshi Roy | congres podiumkunsten 2012

  1. 1. Segmentation in the UK Workshop Vishalakshi Roy, Director, Earthen Lamp
  2. 2. Running order• Introduction• Types of segmentation• A few models commonly used in the UK• Making a start with segmentation• Sharing experiences
  3. 3. What is segmentation? An established market research technique that breaks down a given market/group of people into distinct consumer ‘types’• Identifies shared wants and needs• Enables more precise targeting and tailored marketing and communications• Used by many arts organisations (e.g. Royal Shakespeare Company) and increasingly by public bodies (e.g. National Trust)
  4. 4. What are the main approaches to segmentation?• Population based models• Behaviour based models• Product or service based models• Attitude based
  5. 5. A few common models used in the UK
  6. 6. ACORNWhat: Geo-demographic segmentation of the population which segments small neighbourhoods, postcodes, or consumer households into 5 categories, 17 groups and 56 typesUses: Understand customers’ lifestyle and attitudes Identify the needs of neighbourhoods and public service needs Identify profitable prospects, evaluate local markets Can be used to drive effective customer communication strategiesAvailable as: Mainly as a dataset of prospects, allows profiling of data and mapping
  7. 7. Case Study: Think tank BirminghamAim:• To identity prospects and design targeted marketingHow:• Postcodes of attenders profiled using ACORN categories• Geographic distribution analysed and areas of growth identified
  8. 8. Mosaic UKWhat: Comprehensive demographic data sources and a sophisticated approach to cluster analysis, supported by analysis of market research. 155 person types aggregate into 67 household types and 15 groups, to create a 3 tier classification that can be used at the individual, household or postcode levelUses: Helps to target, acquire, manage and develop profitable relationships. Used to analyse consumer behaviour, understand potential risk and identify investment opportunitiesAvailable as: Prospect lists, used for mapping and profiling
  9. 9. Case Study: BCMGAim:• To identity prospective fundersHow:• Postcodes of current funders profiled using Mosaic UK• Segments compared to the UK average and typical funder identified• Prospect lists generated using the intelligence gathered
  10. 10. Arts Audiences: InsightWhat: Starting with arts attendance and participation the segmentation uses data from Taking Part and Target Group Index surveys. Available as 13 arts consumer segmentsUses: Particularly suited to strategic positioning – putting the audiences in context and developing initiatives designed to increase engagement. Includes detailed information on the qualities and needs of different audience groups, including current non-engagers and audiences of non- ticketed eventsAvailable as: Local level segment breakdown, segment maps, profiling compared to averages
  11. 11. Case Study: Ledbury Poetry FestivalAim:• To understand the audiences that make up high frequency and low frequency bookers and devise communication strategiesHow:• Postcodes of high and low frequency bookers profiled using AAI• Segments compared to the UK average and typical high and low frequency booker identified• The intelligence will feed into communication strategies in the future
  12. 12. National Trust: Days Out SegmentsFeatures:•Based on motivation and mind set ofvisitors•Derived from large scale survey withvisitorsBenefits:• Understand priorities in terms ofnumber of visitors impacted• Focus the offer• Common approach across central,regional, and property teams• Co-ordination across, property headsof department
  13. 13. Royal Shakespeare CompanyFeatures: Golden Geese•Behavioural model refreshed twice ayear Newbies•Derived from box-office data•Movement between segments trackedBenefits: E Bookers• Targeted communications strategy• Co-ordination across departments Regulars•Allows for the design of “win back”strategies Family Lapsers
  14. 14. Where do you start with segmentation?• Surveys• Mailing lists• Booking data (box office, other ticketing info)• Profiling and mapping of visitors/attenders• Observation data• Population data• Programme of activities
  15. 15. Over to you…
  16. 16. Current useHow important is segmentation in your work?1 = we don’t do it but we are thinking about it more2 = we have made a start with it3 = somewhat, we use some segmentation for our marketingand/or programming4 = we use it most of the time5 = we can’t function without it
  17. 17. ApproachDetermine the top three criteria youuse/would use for segmentation in yourorganisatione.g: Geography, Demographic information, Lifestyle,Products, Past/ future behaviour, Attitudes, Any otherattributes
  18. 18. RelevanceHow can you use some of the UK information?Which of these models are most relevant toyour work?
  19. 19. Sharing experiences and questions
  20. 20. Concluding thoughts• Different models give different information.• Segmentation is a mean and not an end.• Can help make evidence based decisions.• Segmentation doesn’t have to be expensive.• Every segmentation model needs to evolve – should not be static.• Learn from others’ experiences – try before you buy!
  21. 21. Thank you Vishalakshi Roy Earthen Lamp +44 (0) 7742 050228 v.roy@earthenlamp.com www.earthenlamp.com @royvisha© The Black Country Living Museum

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