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How your visitors behaviour is affected and how to use this to your advantage - Niels Vink | congres podiumkunsten 2012

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Consumers make decisions every day: we buy a cold cola to quench our thirst, a car seat for our children, a trip to the Chinese Wall. We make decisions whether to visit the cinema or to go the museum instead. What drives a consumer to make these decisions? Niels Vink talked about the drivers of consumer behaviour and how to take differences between consumers into account. He provided insights about how you can turn these differences between consumers into an advantage. He also shared some recent cases to illustrate how you can start increasing visitors to your event, museum or theatre tomorrow!
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How your visitors behaviour is affected and how to use this to your advantage - Niels Vink | congres podiumkunsten 2012

  1. 1. How your visitors behaviour is affected… and how to use this to your advantage ©2012 Experian Limited. All rights reserved. Experian and the marks used herein are service marks or registered trademarks of Experian Limited. Other products and company names mentioned may be the trademarks of their respective owners. No part of this copyrighted work may be reproduced, modified, or distributed in any form or manner without prior written permission of Experian Limited. Experian Public.
  2. 2. Niels Vink Consumer Insight Specialist @ Experian 37 year©2012 Experian Limited. All rights reserved. Experian Public. 2
  3. 3. What does cola cost?©2012 Experian Limited. All rights reserved. Experian Public. 3
  4. 4. What does cola cost?©2012 Experian Limited. All rights reserved. Experian Public. 4
  5. 5. What does car seat cost? Who needs a car seat?©2012 Experian Limited. All rights reserved. Experian Public. 5
  6. 6. Who wants backpacking in China?©2012 Experian Limited. All rights reserved. Experian Public. 6
  7. 7. Drivers of Consumer Behaviour Characteristics Behaviour 37 year Intention Attitudes Norms Values©2012 Experian Limited. All rights reserved. Experian Public. 7
  8. 8. Average Provincials Values, attitudes and characteristics Values Characteristics Enjoying life Age 45-75 years Social Recognition Families with teenagers House owners Attitudes Too many foreigners in Holland Lower employees Proud to be a Dutchman Gross annual income: €24k – €31k I like to buy new clothing House value: €100k - €150k Too much legislation and rules Medium floor space: 91 m2 - 136m2 Vote conservative (PVV) Medium educated©2012 Experian Limited. All rights reserved. Experian Public. 8
  9. 9. Wealthy Terrace Owners Values, attitudes and characteristics Values Characteristics Creating a better world Age 45-65 years World peace Families with teenagers House owners Attitudes Foreign aid to developing nations Higher employees/ directors Ideas are more important than money Gross annual income: €73k - €97k Donate to charity House value: €350k - €500k Protect the environment Large floor space: >136 m2 Vote liberal (VVD) Highly educated©2012 Experian Limited. All rights reserved. Experian Public. 9
  10. 10. Experian Data Sources Geodan Kadaster Navteq Dataland Falkplan Andes RDC Centraal GIS Bureau voor de Statistiek data Jonge Gezinnen Registration Registratie M&R Trendbox data Developments Onderzoeks- Onderzoeks- data Market Cherridata enresearch lifestyle Kamer van Koophandel data TNS Nipo Postnl GfK Panel KPN Telecom Services (TOF) NOM Experian©2012 Experian Limited. All rights reserved. Experian Public. 10
  11. 11. Who lives here? Example: Zipcode 2661RA 12x 15x <45 45+ 23x 4x 24x 3x 5x 22x 1x 26x©2012 Experian Limited. All rights reserved. Experian Public. 11
  12. 12. Predict Consumer Behaviour based on characteristics! Characteristics Behaviour 37 year Intention Attitudes Norms Values©2012 Experian Limited. All rights reserved. Experian Public. 12
  13. 13. Mosaic Household <45 year Wealth Age©2012 Experian Limited. All rights reserved. Experian Public. 13
  14. 14. Good City Life Digital Flat Owners <45 year©2012 Experian Limited. All rights reserved. Experian Public. 14
  15. 15. Moving <45 year©2012 Experian Limited. All rights reserved. Experian Public. 15
  16. 16. Mosaic Household Kids and Careers <45 year Wealth Age©2012 Experian Limited. All rights reserved. Experian Public. 16
  17. 17. Experian Marketing Services Our Clients Finances-Insurance Retail Telco-Media Automotive-Travel©2012 Experian Limited. All rights reserved. Experian Public. 17
  18. 18. Consumer Behaviour in cultural sector©2012 Experian Limited. All rights reserved. Experian Public. 32
  19. 19. What do you need to do? 1. Gather characteristics, behaviours and attitudes/ values (or addresses!) 2. Determine the correlations to ► Find out the characteristics that influence the desired behaviour! ► Find your good customers 3. Start getting people to visiting your event/ museum/ theather!©2012 Experian Limited. All rights reserved. Experian Public. 33
  20. 20. Contact Niels Vink Experian Marketing Services Consumer Insight Specialist Kantoorgebouw t Schip T: 070 440 4458 Verheeskade 25, 2521 BE Den Haag M: 06 1230 7351 Postbus 13128, 2501 EC Den Haag niels.vink@nl.experian.com www.experian.nl©2012 Experian Limited. All rights reserved. Experian Public. 34
  21. 21. ©2012 Experian Limited. All rights reserved. Experian Public. 35

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