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Think like a_network_know_your_market_and_delight_your_audience_through_data

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This session takes a page from the TV playbook and shows dealers how to marry "big data" market trends with your own dealer-level data to tune in to your unique market and discover the marketing …

This session takes a page from the TV playbook and shows dealers how to marry "big data" market trends with your own dealer-level data to tune in to your unique market and discover the marketing tactics that can help you survive and thrive there.

Published in: Automotive, Technology, Business
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Transcript

  • 1. – THINK LIKE A NETWORK – What’s your Nielsen rating? Know your market and delight your audience through data Ken Kolodziej | (617) 888-4080 | twitter @kenkolodziej Thursday, May 22, 14
  • 2. Networks have been using Nielsen ratings for decades to: • Measure audience • Evaluate success • Improve performance The questions haven’t changed, but the way success is measured has… Keeping up with the Nielsens Thursday, May 22, 14
  • 3. – 2013 SOURCES – TV, DVR, web, etc… 115.8 million households with TV 20,000 households in sample (.02% of the population) – 1977 SOURCES – TV only 71 million households with TV 1,200 households in sample (.002% of the population) A changing world… As the complexity of our world has increased, so has the sophistication of Nielsen measurements Thursday, May 22, 14
  • 4. …and auto is no exception Our world in automotive has increased in complexity as well: • We need better tools and data to know: • Who our customers are • What our customers respond to • Where our customers are • So we can… • Measure audience • Evaluate success • Improve performance Thursday, May 22, 14
  • 5. What’s your Primetime? Thursday, May 22, 14
  • 6. Not your Father’s primetime… Broadcasters know that their audience has shifted: • Live / broadcast TV • DVR • Internet (video, Twitter) Dealers know the same about their customers: • Traditional media • Digital advertising • Social media • Multi-screens Thursday, May 22, 14
  • 7. Nielsen is responding To give networks and advertisers a better picture, Nielsen is now counting DVR (Live+3, Live+7), Twitter, mobile devices, web-linked TVs, and more Thursday, May 22, 14
  • 8. How are you responding? Dealers need their “Nielsen ratings” to help get better intelligence: • Google Analytics • Social media metrics • Market share • Demographics / psychographics Thursday, May 22, 14
  • 9. How do you determine YOUR primetime? Thursday, May 22, 14
  • 10. How do you take advantage of YOUR primetime? What are peak hours for visits to dealer sites? • Desktop: 9 AM to 5 PM • Mobile/tablet: 8 AM to 10 PM What hours tend to see the most conversions? • Form submissions: 10 AM to 4 PM (desktop) • Mobile clicks to call (sales and VDPs): 1 PM to 6 PM Know your metro: • “Work in Manhattan, buy in New Jersey” * From study of GA data from 15 dealer sites over 6-month timeframe Thursday, May 22, 14
  • 11. Who’s your demographic? Thursday, May 22, 14
  • 12. Why demographics matter For a TV network, it’s all about selling advertising to generate revenue • To sell advertising, networks need viewers • Getting viewers requires programming that speaks to an audience • Speaking to an audience requires knowing your audience Thursday, May 22, 14
  • 13. Targeting messaging Networks often try to target a specific demographic with programming tailored to them. Targeting shows help sell targeted advertising Ever watched a show and thought, “Man, this is awful”? (It could just be a crappy show) But you could also not be in the target demographic… Thursday, May 22, 14
  • 14. However, sometimes networks will hit the jackpot by appealing to the masses Knowing the formula NCIS #2Show on TV 35 millionWeekly viewers (Live+7) 200+Territories licensed around the world Thursday, May 22, 14
  • 15. NCIS: What’s the formula? • Boy-ishly appealing star • Short dialog; crimes on the lighter side • Lots of “safe” humor • Self-contained episodes (good for syndication) Knowing the formula Thursday, May 22, 14
  • 16. Dealers don’t need to appeal to the masses The good news: You don’t need to appeal to everyone • Data exists today to pinpoint who your customers are in your DMA / PMA, ZIP by ZIP, and household by household • Boston DMA example of new BMW owners: ZIP: 01776 ZIP: 02062 Average income $184,000 $175,000 Channel Email (3:1 vs. Direct Mail) Email (3:1 vs. All others) Advertising receptivity Newspaper (Over others) Traditional + digital Targeting Brand strength, service, relationships Incentives, endorsements Thursday, May 22, 14
  • 17. Know YOUR formula • Armed with information like this, you can hone the formula for your customers, ZIP by ZIP • Relevant messaging means more relevant, and engaged, customers Thursday, May 22, 14
  • 18. What are your “ratings”? Thursday, May 22, 14
  • 19. The myth of numbers Numbers only tell part of the story: There have been lots of shows cancelled – or almost cancelled – because of bad ratings that were brought back… • Star Trek: The Original Series • Arrested Development • Family Guy • Futurama Thursday, May 22, 14
  • 20. What’s the most tweeted about show on television? Thursday, May 22, 14
  • 21. Thursday, May 22, 14
  • 22. The power of niche audiences Huh? RATINGS ARE SO-SO… 3.3 million per episode vs 17 million / 35 million for NCIS! However, the mid-season finale generated: 70,000 tweets per minute and dominated 50% of conversations about TV that evening! The Tweens have spoken! Thursday, May 22, 14
  • 23. Back to quality As dealers, we always have numbers thrown at us • Think PPC, with impressions and click-throughs being popular metrics • Or VDPs as a measure of website effectiveness • These can be good indicators of exposure, but it’s important to dig deeper: • Bounce rate • On-site engagement • Conversion rate Thursday, May 22, 14
  • 24. The results may surprise you... Adjusting ad spend based on opportunity... Thursday, May 22, 14
  • 25. Who’s your competition? Thursday, May 22, 14
  • 26. The concept of “share” A key input to a Nielsen rating is “share” • Percentage of people watching TV that are watching a particular show Competition is changing: • As we saw: networks pushing Nielsen to add internet-based channels • Networks “know” their competition is changing and that they need to evolve Thursday, May 22, 14
  • 27. Looking at data Conventional wisdom doesn’t have to prevail! Thursday, May 22, 14
  • 28. Looking at data Conventional wisdom doesn’t have to prevail! You might be surprised to learn that your biggest competitor is someone you never guessed! Thursday, May 22, 14
  • 29. Pop quiz, hotshot! What are the top three Jeep Wrangler 4-door cross-shops? Thursday, May 22, 14
  • 30. Surprised by the answer? The Ford F-150 and two sedans! Thursday, May 22, 14
  • 31. Putting it all together… Not spending much here… Thursday, May 22, 14
  • 32. Putting it all together… Not spending much here… Thursday, May 22, 14
  • 33. Putting it all together… Not spending much here… …but a lot of my brand being sold. Thursday, May 22, 14
  • 34. Putting it all together… Now layer on demand and demographic data… Thursday, May 22, 14
  • 35. Putting it all together… Market hot pickup in farmland and foothills… Thursday, May 22, 14
  • 36. Putting it all together… …and compact hybrid in upscale urban areas. Thursday, May 22, 14
  • 37. Conclusion As dealers, we can act more like networks! • Let’s use the tools and data at our disposal to see: • Who our customers are • What our customers respond to • Where our customers are • So we can: • Measure audience • Evaluate success • Improve performance Thursday, May 22, 14
  • 38. Question recap: 1. What’s your primetime? 2. Who’s your demographic? 3. What are your “ratings”? 4. Who’s your competition? Thursday, May 22, 14

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