DMA09 - Engauge Data Anthropology Presentation

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Engauge presentation at DMA 2009 by David Grzelak with Zone Perfect on using anthropology insights to drive brand positioning and action.

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DMA09 - Engauge Data Anthropology Presentation

  1. 2. Data Anthropology: Using Anthropology to Build Brands
  2. 3. Data Anthropology <ul><li>Beyond target segmentations, demographics and data </li></ul><ul><li>Understand your consumer as living, breathing people </li></ul><ul><li>Understand behaviors, motivations and values to define your brand’s voice and role </li></ul><ul><li>Turn communications into connections </li></ul>
  3. 5. A different kind of consumer
  4. 6. Video
  5. 14. What do we stand for?
  6. 15. Data Analysis ZonePerfect Category ZonePerfect Category Gender HH Size (index) Men 50.5% 49.6% HH Size 3 103.1 111.7 Women 49.5% 50.4% HH Size 4 166.5 114.4 Married 129.5 112.1 Age (index) Education (index) 25-34 93 110.4 Bachelor's Degree 208.3 159.7 35-44 139.3 127.2 Post-Graduate Degree 207.3 202.4 45-54 116.1 120.2 College Grad + 207.9 176 55-64 107.9 81.8 Employment Status (index) Household Income (index) Full Time 117.3 118.3 $60-75,000 157.7 93.7 Part Time 122.3 107.3 $75-100,000 167.5 128.7 Not Employed 66.6 70.4 $100-150,000 157.9 171.9 Professional Occupation 125.8 147.4 $150-200,000 119.5 166.9 Managerial/Business/ Financial 234.4 159.7 $200,000+ 331.8 285.2 Leisure Activities % Pen - Nation ZP Bars ZP Heavy ZP Medium ZP Light Go To Museums 12.78 151 152 119 113 Go To Live Theater 13.34 142 142 115 109 Go To Beach 22.65 138 140 118 109 Adult Education Courses 6.29 137 136 114 109 Zoo Attendance 11.98 134 136 117 111 Photography 12.32 128 129 113 107 Board Games 17.49 127 128 117 108 Play Musical Instrument 7.52 125 126 110 107 ZonePerfect Category Value Propositions (index) I follow the latest trends and fashion 127.7 107.2 I like being in charge of a group 125.7 121 I like to learn about art/culture/history 120.3 114 I often crave excitement 116.9 117 I dress more fashionably than most people 137.6 127.5 I consider myself intellectual 131.9 118.2 I like to try new things 114.6 112
  7. 16. Enrichment Enthusiasts ZonePerfect Category ZonePerfect Category Gender HH Size (index) Men 50.5% 49.6% HH Size 3 103.1 111.7 Women 49.5% 50.4% HH Size 4 166.5 114.4 Married 129.5 112.1 Age (index) Education (index) 25-34 93 110.4 Bachelor's Degree 208.3 159.7 35-44 139.3 127.2 Post-Graduate Degree 207.3 202.4 45-54 116.1 120.2 College Grad + 207.9 176 55-64 107.9 81.8 Employment Status (index) Household Income (index) Full Time 117.3 118.3 $60-75,000 157.7 93.7 Part Time 122.3 107.3 $75-100,000 167.5 128.7 Not Employed 66.6 70.4 $100-150,000 157.9 171.9 Professional Occupation 125.8 147.4 $150-200,000 119.5 166.9 Managerial/Business/ Financial 234.4 159.7 $200,000+ 331.8 285.2 Leisure Activities % Pen - Nation ZP Bars ZP Heavy ZP Medium ZP Light Go To Museums 12.78 151 152 119 113 Go To Live Theater 13.34 142 142 115 109 Go To Beach 22.65 138 140 118 109 Adult Education Courses 6.29 137 136 114 109 Zoo Attendance 11.98 134 136 117 111 Photography 12.32 128 129 113 107 Board Games 17.49 127 128 117 108 Play Musical Instrument 7.52 125 126 110 107 ZonePerfect Category Value Propositions (index) I follow the latest trends and fashion 127.7 107.2 I like being in charge of a group 125.7 121 I like to learn about art/culture/history 120.3 114 I often crave excitement 116.9 117 I dress more fashionably than most people 137.6 127.5 I consider myself intellectual 131.9 118.2 I like to try new things 114.6 112
  8. 17. Putting a Face to the Database
  9. 18. Video
  10. 20. Video
  11. 22. SXSW Video
  12. 24. LAFF
  13. 25. 40 seconds to 3-5 minutes to now over 7 minutes
  14. 27. 2009 Website Redesign
  15. 28. ZonePerfect VIP Program
  16. 29. Package redesign
  17. 30. Nearly One Billion Brand Impressions $2.75 mil Media Value 90% Sampling Reach Marketing Value = 4X Investment $ Time Spent at Events Grew from 40 Seconds to 7+ Minutes Artists Fan Sites 25,000 page views/day Coupon Distribution Grew 2X Data Capture Grew 3X 3.7 Million Media Impressions 10% Sales Growth vs. YAGO in a Declining Category
  18. 31. Coffee talk
  19. 32. Video
  20. 34. Video
  21. 35. Your 4:40am Stok wake -up call
  22. 38. Video

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