Demo Segmentation Analysis

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Daniel McKean

Demographic Segmentation Representation of audience analysis segmentation from focus group testing.

Marketing

AoU Program & Content UBR Population Testing Analysis - January 2017 Page 1
DEMOGRAPHIC TARGETING
SEGMENTATION INSIGHTS
(sample size: 11,811)
Men Women
Demos
HHI
<$50K
HHI
$50K-$75K
HHI
>$75K
HHI
<$50K
HHI
$50K-$75K
HHI
>$75K
18-24 21% 18% 15% 25% 18% 16%
25-34 27% 35% 22% 27% 25% 23%
35-54 33% 34% 46% 27% 35% 33%
55+ 19% 14% 17% 21% 22% 28%
100% 100% 100% 100% 100% 100%

AoU Program & Content UBR Population Testing Analysis - January 2017 Page 2
DEMOGRAPHIC TARGETING
SEGMENTATION INSIGHTS
(sample size: 3,223)
Men Women
Demos
HHI
<$50K
HHI
$50K-$75K
HHI
>$75K
HHI
<$50K
HHI
$50K-$75K
HHI
>$75K
18-24 21% 18% 15% 25% 18% 16%
25-34 27% 35% 22% 27% 25% 23%
35-54 33% 34% 46% 27% 35% 33%
55+ 19% 14% 17% 21% 22% 28%
100% 100% 100% 100% 100% 100%

AoU Program & Content UBR Population Testing Analysis - January 2017 Page 3
Women Demographic
TARGETING

AoU Program & Content UBR Population Testing Analysis - January 2017 Page 4
KEY INSIGHTS & FINDINGS: African-American Sub-Population Group (sample size: 323)
T A R G E T I N G R E V I E W
P E R S O N A & C R E A T I V E P R E F E R E N C E M A T C H I N G
BIGGEST CONCERN…
D A T A S E C U R I T Y .
D
E
M
O
:
Wo
m
e
n
1
8
-
2
4
H
H
I
<
$
5
0
K
Miguel Tallulah Lorraine Chris Edgar
39% 23% 15% 15% 6%
T O P R A N K E D C R E A T I V E
Inspired…
84%
87%
… after watching the Anthem video.
… after watching the Animation video.
Six out of ten women…
understand program benefit after
being exposed to creative assets.
“ Fighting disease just got one million times easier. ”
Most preferred headline…
…would be interested in JOINING the program.
SOCIALLY CONNECTED

AoU Program & Content UBR Population Testing Analysis - January 2017 Page 5
KEY INSIGHTS & FINDINGS: African-American Sub-Population Group (sample size: 323)
T A R G E T I N G R E V I E W
P E R S O N A & C R E A T I V E P R E F E R E N C E M A T C H I N G
BIGGEST CONCERN…
R E S E A R C H E T H I C S .
D
E
M
O
:
Wo
m
e
n
1
8
-
2
4
H
H
I
>
$
7
5
K
Miguel Chris Tallulah Lorraine Edgar
40% 23% 13% 10% 7%
T O P R A N K E D C R E A T I V E
Inspired…
88%
89%
… after watching the Anthem video.
… after watching the Animation video.
Seven out of ten women…
understand program benefit after
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“ Fighting disease just got one million times easier. ”
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SOCIALLY CONNECTED

Homework #1 SOCY 3115 Spring 20 Read the Syllabus and FAQ on how to do your homework before beginning the assignment! To get consideration for full credit, you must: · Follow directions; · Show all work required to arrive at answer (statistical calculations often require multiple steps, so you need to write these down, not just skip to the final answer) · Use appropriate statistical notation at all times (e.g. if you are calculating a population mean, begin with the equation for population mean) · Use units in your answer, where appropriate (e.g. a mean time would be “6.5 hours” rather than just “6.5”) Understanding the Structure of Data 1. For the following rectangular dataset: Id Highest degree Works full-time Annual income cat 1 Did not grad HS Yes Low 2 HS dip Yes Low 3 HS dip No Med 4 BA No Low 5 BA Yes Med 6 MA Yes High 7 HS dip Yes Med a. What is the unit-of-analysis of the dataset? b. How many variables are in the dataset? c. How many observations/cases are in the dataset? d. For eachvariable that is not named “id”: i. What is the variable name? ii. What is the level-of-measurement? iii. What are the values for the variable? iv. If you had to make a guess, what do you think the “question” was that was asked of the unit-of-analysis to get these data? (for example, if we had a continuous variable called “num_pets” the question might be “How many pets live in your household?”) 2. For the following rectangular dataset: Id num_bdrms num_bthrms sqft Ranch 1 4 3 3200 Yes 2 2 1.5 2800 Yes 3 2 1 1200 Yes 4 3 2 1500 No 5 2 2 1100 No a. What is the unit-of-analysis of the dataset? b. How many variables are in the dataset? c. How many observations/cases are in the dataset? d. For each variable that is not named “id”: i. What is the variable name? ii. What is the level-of-measurement? Before answering, be sure to consult the slide called “Level of measurement – language to use”. Use the formal language! iii. What are the values for the variable? iv. If you had to make a guess, what do you think the “question” was that was asked of the unit-of-analysis to get these data? (for example, if we had a continuous variable called “num_pets” the question might be “How many pets live in your household?”) 3. For each of the following questions (1) construct a dataset with one variable and three observations (2) add data that could have theoretically been collected (just make up the actual responses to the question); and (3) indicate the level-of-measurement of the variable. I’ve done two examples for you. Example#1: What is your current age? (individual is the unit-of-analysis) idage 1 25 2 32 3 61 The age variable is continuous/interval ratio. Example#2: What is the size of this hospital based on number of beds? (hospital is the unit-of-analysis)? Answers can be small (1-100 beds), medium (101-500 beds), large (501 beds to 1000 beds), extra large (1001+ beds) idhosp_size 1 med 2 med 3 ext ...

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President Trump’s approval is now at 36%, essentially unchanged from last week (35%). Public approval of Trump’s handling of any of the issues of the day does not significantly exceed his overall approval. As Congress continues to struggle with tax reform, Trump’s approval on his handling of taxation has remained steady at 39%. With healthcare still a top priority among Americans (20%), Trump’s approval on his handling of healthcare reform is only 36%. As both political parties prepare for the 2018 Midterms, overall approval of Congress is at 22%, half of the approval for individual Representatives (44%). The Democratic party (40%) leads the Republican party (31%) in the Generic Ballot Question. This 9-point lead is essentially unchanged over the last week. Americans are again split on the next to leave the White House or Executive Branch according to the latest ‘Wh-Exit’ poll. While Rex Tillerson continues to top the list (15%), down nearly 10 points from 3 weeks ago (24% on Oct. 11). He’s closely followed by Jess Sessions, Attorney General (14%) and John F. Kelly, Chief of Staff (10%).

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Page 1 of 1 PSY2061 Research Methods Lab © 2013 South University Steroid Usage, Grip Strength, Aggression, and Happiness Study Steroid Usage Grip Strength Aggression Happiness Investigator 3 12 7 5 1 11 49 19 7 1 23 54 30 3 1 15 19 21 6 1 19 64 24 7 2 4 20 5 10 2 19 57 19 5 2 13 21 18 11 2 24 78 36 14 3 6 15 32 11 3 14 17 4 9 3 29 87 26 5 4 2 12 8 5 4 17 74 22 6 4 4 35 6 7 4 Steroid Usage: The number entered reflects the number of weeks on steroids. Grip Strength: The number registered on a hand meter. The larger the number, the stronger the person; the scale cannot go higher than 100. Aggression: The number obtained on the McGuthry Aggression Inventory. The higher the number, the more aggression; the scale goes from 5 to 30. Happiness: The number obtained on the Happiness Scale. The higher the number, the happier the person is; the scale goes from 0 to 15. Investigator: The number assigned to the person who assessed the participant. Chapter 3, Section 2, Exercise 068ad Bisphenol A in Your Soup Cans Bisphenol A (BPA) is in the lining of most canned goods, and recent studies have shown a positive association between BPA exposure and behavior and health problems. How much does canned soup consumption increase urinary BPA concentration? That was the question addressed in a recent study1 in which consumption of canned soup over five days was associated with a more than 1000% increase in urinary BPA. In the study, 75 participants ate either canned soup or fresh soup for lunch for five days. On the fifth day, urinary BPA levels were measured. After a two-day break, the participants switched groups and repeated the process. The difference in BPA levels between the two treatments was measured for each participant. The study reports that a 95% confidence interval for the difference in means (canned minus fresh) is 19.6 to 25.5 μg/L. 1Carwile J., Ye X., Zhou X., Calafat A., and Michels K., "Canned Soup Consumption and Urinary Bisphenol A: A Randomized Crossover Trial," Journal of the American Medical Association, 2011; 306(20): 2218–2220. (a) Is this a randomized comparative experiment or a matched pairs experiment? Randomized comparative experiment Matched pairs experiment SHOW HINT LINK TO TEXT (d) If the study had included 500 participants instead of 75, would you expect the confidence interval to be wider or narrower? Wider Narrower Click if you would like to Show Work for this question: Open Show Work SHOW HINT LINK TO TEXT ter 3, Section 2, Exercise 061acd Have You Ever Been Arrested? According to a recent study of 7335 young people in the US, 30% had been arrested1 for a crime other than a traffic violation by the age of 23. Crimes included such things as vandalism, underage drinking, drunken driving, shoplifting, and drug possession. 1From a study in USA Today, quoted in The Week, 2012; 11: 547–548..

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Following a bump in approval last week, President Trump’s job approval has dropped back down to pre-Harvey/Irma levels, now at 35% (down from 40% last week). Trump’s numbers have also dropped across all specific policy areas. Notably, as the Republicans begin to broach tax reform, Trump’s approval on the US economy dropped by 5 points from 47% last week to 42%. Despite the drop, Trump still enjoys higher approval than Congress, which is now at 24%. Healthcare continues to be top of mind for Americans (17%), distantly followed by the economy (12%) and terrorism (12%). Concern about the environment rose one point from 4% last week to 5% this week.

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Demo Segmentation Analysis

1. AoU Program & Content UBR Population Testing Analysis - January 2017 Page 1 DEMOGRAPHIC TARGETING SEGMENTATION INSIGHTS (sample size: 11,811) Men Women Demos HHI <$50K HHI $50K-$75K HHI >$75K HHI <$50K HHI $50K-$75K HHI >$75K 18-24 21% 18% 15% 25% 18% 16% 25-34 27% 35% 22% 27% 25% 23% 35-54 33% 34% 46% 27% 35% 33% 55+ 19% 14% 17% 21% 22% 28% 100% 100% 100% 100% 100% 100%

2. AoU Program & Content UBR Population Testing Analysis - January 2017 Page 2 DEMOGRAPHIC TARGETING SEGMENTATION INSIGHTS (sample size: 3,223) Men Women Demos HHI <$50K HHI $50K-$75K HHI >$75K HHI <$50K HHI $50K-$75K HHI >$75K 18-24 21% 18% 15% 25% 18% 16% 25-34 27% 35% 22% 27% 25% 23% 35-54 33% 34% 46% 27% 35% 33% 55+ 19% 14% 17% 21% 22% 28% 100% 100% 100% 100% 100% 100%

3. AoU Program & Content UBR Population Testing Analysis - January 2017 Page 3 Women Demographic TARGETING

4. AoU Program & Content UBR Population Testing Analysis - January 2017 Page 4 KEY INSIGHTS & FINDINGS: African-American Sub-Population Group (sample size: 323) T A R G E T I N G R E V I E W P E R S O N A & C R E A T I V E P R E F E R E N C E M A T C H I N G BIGGEST CONCERN… D A T A S E C U R I T Y . D E M O : Wo m e n 1 8 - 2 4 H H I < $ 5 0 K Miguel Tallulah Lorraine Chris Edgar 39% 23% 15% 15% 6% T O P R A N K E D C R E A T I V E Inspired… 84% 87% … after watching the Anthem video. … after watching the Animation video. Six out of ten women… understand program benefit after being exposed to creative assets. “ Fighting disease just got one million times easier. ” Most preferred headline… …would be interested in JOINING the program. SOCIALLY CONNECTED

5. AoU Program & Content UBR Population Testing Analysis - January 2017 Page 5 KEY INSIGHTS & FINDINGS: African-American Sub-Population Group (sample size: 323) T A R G E T I N G R E V I E W P E R S O N A & C R E A T I V E P R E F E R E N C E M A T C H I N G BIGGEST CONCERN… R E S E A R C H E T H I C S . D E M O : Wo m e n 1 8 - 2 4 H H I > $ 7 5 K Miguel Chris Tallulah Lorraine Edgar 40% 23% 13% 10% 7% T O P R A N K E D C R E A T I V E Inspired… 88% 89% … after watching the Anthem video. … after watching the Animation video. Seven out of ten women… understand program benefit after being exposed to creative assets. “ Fighting disease just got one million times easier. ” Most preferred headline… …would be interested in JOINING the program. SOCIALLY CONNECTED

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