2013 polk aims presentation

Analytics to Understand
Audiences
April 18, 2013
John McBride
john_mcbride@polk.com

© 2013 R. L. Polk & Co. All rights reserved. 2
Background

3
Polk Background
Manufacturers
•Sales Records
•Date
•VIN
•Name & Address
•Selling Dealer
•VIN De-Coding Specs
All Major Mfg’s
Finance Company
•Lease and Lien Files
•Date
•VIN
•Name & Address
•Lease or Lien indicator
Most Major Mfg Captives
States
•Registration & Title
•Date
•VIN
•Name & Address
•Selling Dealer
•Lien Holder
•Cars / Trucks
•Motorcycles / Trailers
50 States, DC and PR

Statistical
 Polk Cross Sell
 Lead Scoring
 New Vehicle Statistics
 Used Vehicle Statistics
 Vehicle Population Profile
 Campaign Evaluation
 Lead Measurement
Direct Marketing
 Garage Predictors
 Purchase Predictors
 eMail Enhancement
 Customer Data File Integration
and Cleansing
 Lifestyle / Demographics
Based on the data capturing and cleansing processes discussed previously, Polk
goes to market with two sets of offerings:
Analytics
Polk Background

Discussion
Framework

Discussion Framework
Who are the
target
audiences?
How did the
target
audience
segments
perform?
Internet Display
Mobile
TV
eMail
SMS
Direct Mail
Analyze Target Measure
Other

Measurement Capabilities
Measurement is
understanding
whether the
impressions are
being exposed to
the intended
audience.

Who are the
target
audiences?
How did the
target
audience
segments
perform?
Internet Display
Mobile
TV
eMail
SMS
Direct Mail
Analyze Target Measure
Other

Who are the
target
audiences?
Analyze
The questions we are
presented with more and more
relate to a deeper
understanding of the
audiences to target.
How do I create the best
audience segments for my
campaign objectives?

Who are the
target
audiences?
Analyze
Geography
Demographics
Conquest / Loyalty
Targeting
Segments

Chevrolet Impala

Bloomberg – March 19, 2013
GM’s Sporty Impala Makeover Aimed at Exiting Rental Lots
The 2014 Impala debuting next month is everything its predecessor is not. The
early buzz among car reviewers is that the reincarnated Impala is exciting to the
eye, upscale to the touch and a good value starting at $27,535.
The restyled Impala could upstage its showroom sibling, the Chevy Malibu,
GM’s struggling entry in the huge and hotly contested mid-size sedan
market dominated by Toyota Motor Corp.’s Camry.
“We think the Impala is going to help the sales of the Malibu because it’s
going to bring in an audience looking for a passionate car,” said Chris Perry,
vice president of Chevrolet US marketing.
Steal sales from outsiders such as Taurus and Avalon . . .

Geographic Analysis

Geography
 We expect network TV advertising dollars to erode as
advances are made in more targeted TV options.
 Understanding geographic differences can inform
marketers on local ad spending decisions.
 We should expect different markets to perform
differently . . . impacting measurement metrics.
 Can serve as an overlay for prioritizing consumer /
household targeting.
We strongly recommend a geographic overlay as a
starting point.

Market Analysis (Indices):
DMA Segment Impala Taurus Avalon Camry Chevrolet
New York 100 37 48 89 115 50
Detroit 285 361 552 20 36 227
Chicago 106 121 127 88 87 102
Los Angeles 64 14 28 76 167 62
Philadelphia 103 65 81 91 103 77
Dallas Ft. Worth 117 66 114 127 112 115
Houston 127 67 94 139 135 139
Washington D.C. 99 58 74 144 141 68
Atlanta 92 62 83 99 115 79
Boston 80 61 84 111 148 65
Cleveland Akron 121 156 226 90 87 124
Tampa St. Pete 99 89 75 122 122 79
Geography

New York 100 37 48 89 115 50
Detroit 285 361 552 20 36 227
Chicago 106 121 127 88 87 102
Los Angeles 64 14 28 76 167 62
Philadelphia 103 65 81 91 103 77
Dallas Ft. Worth 117 66 114 127 112 115
Houston 127 67 94 139 135 139
Washington D.C. 99 58 74 144 141 68
Atlanta 92 62 83 99 115 79
Boston 80 61 84 111 148 65
Cleveland Akron 121 156 226 90 87 124
Tampa St. Pete 99 89 75 122 122 79
Geography

Station Demographic Summary (Month of Dec '12)
Prime (7PM–10PM), Index, National
Index
Make/Model
FORD TOYOTA
Station Rating TAURUS AVALON
KFTH (UNIMAS-B) 0.3294 0.90 0.64
KHOU (CBS) 6.039 1.30 1.42
KIAH (CW) 1.764 0.94 0.91
KPRC (NBC) 5.508 1.11 1.13
KPXB (ION-B) 0.5413 1.05 0.99
KRIV (FOX) 2.767 1.15 1.26
KTBU (MEGA-B) 0.0860 0.73 0.60
KTMD (TELMUN-B) 0.6498 0.84 0.67
KTRK (ABC) 5.596 1.16 1.22
KTXH (MyNet) 1.498 0.92 0.92
KUBE (IND) 0.1668 1.24 1.29
KUHT (PBS) 0.8725 1.07 1.09
KXLN (UNIV-B) 3.201 0.91 0.73
KYAZ (AZA-B) 0.1471 0.98 0.92
KZJL (ESTRTV-B) 0.4166 1.11 0.89
Geography

Geography
Conclusions:
 Smaller investment in Washington DC and Tampa
St. Pete?
 Los Angeles has interesting upside for the
Impala?
 Houston and Dallas have lots of upside.
 Tools are being introduced that correlate auto
buying behaviors with local station operators and
programming.

Demographic
Analysis

Demographics
Income Range Impala Taurus Avalon Camry
Less than $15K 162 110 82 109
$15K - $20K 147 103 65 108
$20K - $30K 157 106 80 108
$30K - $40K 153 112 83 107
$40K - $50K 135 110 88 107
$50K - $75K 112 105 94 106
$75K - $100K 87 102 97 102
$100K - $125K 74 95 119 99
$125K - $150K 65 94 115 95
Greater than $150K 47 83 123 80

Demographics
Age Range Impala Taurus Avalon Camry
18 – 24 134 104 91 103
25 – 34 122 98 73 102
35 – 44 129 101 89 102
45 – 54 126 106 92 101
55 – 64 112 104 98 101
65 – 74 93 99 104 100
74 + 72 96 109 97

Demographics
Ethnicity Impala Taurus Avalon Camry
African American 138 135 139 127
Asian 14 19 71 194
Eastern European 123 115 85 85
Eurasian 46 51 97 127
Hispanic 38 47 43 114
Middle Eastern 20 40 82 185
Pacific Islander 35 65 50 91
Western European 114 113 109 86

Demographics
Conclusions:
 Current Impala buyers skew lower income and
younger than referenced competitive set.
 Toyota seems to have a nice dynamic occurring
between the Camry and Avalon.
 Is there an opportunity with Hispanics?

Conquest Behaviors

Impala Conquesting
Make Percentage
Chevrolet 54.2%
Buick 9.1%
Ford 6.2%
GMC 4.9%
Pontiac 4.3%
Dodge 3.6%
Toyota 2.4%
Honda 1.9%
Saturn 1.8%
Nissan 1.7%

Camry / Avalon Conquesting
Camry Percentage
Toyota 45.4%
Honda 11.6%
Chevrolet 6.4%
Ford 6.1%
Nissan 5.5%
Dodge 2.7%
Lexus 2.4%
Hyundai 2.4%
GMC 1.7%
Volkswagen 1.4%
Avalon Percentage
Toyota 50.9%
Honda 7.2%
Ford 5.8%
Chevrolet 5.7%
Nissan 3.6%
Lexus 3.4%
Buick 3.1%
Hyundai 2.1%
GMC 2.0%
Cadillac 1.8%

Taurus Conquesting
Make Percentage
Ford 59.2%
Chevrolet 6.1%
Mercury 5.7%
Toyota 3.5%
Dodge 2.8%
Lincoln 2.7%
Honda 2.5%
Nissan 2.2%
Chrysler 2.0%
Buick 1.8%

Conquest Behaviors
Conclusions:
 GM should heavily market the new Impala
directly to its own customers.
 Probably would be interesting to consider
marketing to households that don’t own a GM
today, but have at some point in the past.
 To conquest owners of Asian brands is going to
need some sort of strong offer / incentive.

Summary
 Digital has changed our targeting world
significantly; we can now present impressions
specifically to target consumers.
 From our perspective, this is starting to put a
premium on very clearly identifying who those
target consumers are.
 We can measure what audiences look like so can
prove that we are reaching the target audience.

2013 polk aims presentation

Recommended

Recommended

More Related Content

What's hot

What's hot (12)

Similar to 2013 polk aims presentation

Similar to 2013 polk aims presentation (20)

More from dmadetroit

More from dmadetroit (20)

Recently uploaded

Recently uploaded (20)

2013 polk aims presentation