Guess Who's Coming to London?

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Presentation on "Guess Who's Coming to London?" presented at the Figaro Digital Conference, July 2012

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Guess Who's Coming to London?

  1. 1. Olympic Insights saul.stetson@tribalfusion-corp.com UK Client StrategyWWW.TRIBALFUSION.COM PAGE 1
  2. 2. ‘ ‘ Insights exposes data and science to help you make smarter decisionsWWW.TRIBALFUSION.COM PAGE 2
  3. 3. Tribal Fusion Insights Command Centre June 2012WWW.TRIBALFUSION.COM PAGE 3
  4. 4. WWW.TRIBALFUSION.COM PAGE 4
  5. 5. WWW.TRIBALFUSION.COM PAGE 5
  6. 6. This is how we did it... Behavioural patterns We found over 12,000 Then compared these for over 1.1 million statistically significant predictors across user profiles across the predictors that sports and regions to EU and 6 further identified Olympic see what our Olympic countries sports fans tourists may be likeWWW.TRIBALFUSION.COM PAGE 6
  7. 7. Maybe the Euro will collapse before the games so we’ll have less tourists... But who in the UK is most likely to know if Greece (or Spain or Portugal) are solvent? a) A Basketball Fan b) A Tennis Fan c) A Track Fan d) A Football Fan The Tennis fans are older, better educated and 7 times more likely to be looking at newsWWW.TRIBALFUSION.COM PAGE 7
  8. 8. The guy standing next to you at the pub seems flushed whilst he challenges you to a game of snooker. You try and guess what he’s been up too... a) Playing golf b) Fresh from his afternoon swim c) Cycling d) Drinking all day Golf fans are 17 times more likely to be snooker fans (and least likely to be swimmers or cyclers)WWW.TRIBALFUSION.COM PAGE 8
  9. 9. Lets take a short tour of the fan world...WWW.TRIBALFUSION.COM PAGE 9
  10. 10. Australia Anyone for a beer? The next Gordon Ramsey? Australian swim fans are 22 times more likely to Australian Kayakers are 29 times more likely to be be interested in nightlife looking for kitchen appliancesWWW.TRIBALFUSION.COM PAGE 10
  11. 11. United States How would you like Go Go Gadget... bike? that cooked? America is home to a lot of adult BMX fans, who American golf fans are 15 times more likely to be are 15-25 times more likely to be interested in interested in going out for a steak technologyWWW.TRIBALFUSION.COM PAGE 11
  12. 12. India Keep fit Do you have the time? Indian swim fans are 22 times more likely to be Indian volleyball fans are 23 times more likely to looking at fitness topics and 8 times more likely to be looking at luxury watches online be buying health productsWWW.TRIBALFUSION.COM PAGE 12
  13. 13. Canada Care for a round of.... Who knew? Kayaking? Canada was the only country that had enough Kayaking fans in Canada are 6 times more likely to badminton fans to make any statistical predictions be a business executiveWWW.TRIBALFUSION.COM PAGE 13
  14. 14. But what about us?!WWW.TRIBALFUSION.COM PAGE 14
  15. 15. We came up with it but it’s a Indian football fans are 10 The Europeans like cycling a lot Canadian game now times more likely to be more than we do interested in David BeckhamWWW.TRIBALFUSION.COM PAGE 15
  16. 16. So why are we doing this again....?WWW.TRIBALFUSION.COM PAGE 16
  17. 17. WWW.TRIBALFUSION.COM PAGE 17
  18. 18. We love sports!WWW.TRIBALFUSION.COM PAGE 18
  19. 19. A few interesting insights... Our swim fans are Our tennis fans Cycling fans are more likely likely to be parents really like reality TV to be computer geeksWWW.TRIBALFUSION.COM PAGE 19
  20. 20. Insights in PracticeWWW.TRIBALFUSION.COM PAGE 20
  21. 21. Understanding Real Convertors An online recruitment management company wanted to understand who simply signed up to the website and who posted their CV’s Engineers / Programmers First Home Buyer Casual Games Post Retirement Service SectorWWW.TRIBALFUSION.COM PAGE 21
  22. 22. Understanding Sales Drivers An online clothing retailer was looking to better understand its main sales drivers Targeting Criteria x Lift Shoes 777 Footwear 777 We found that: Men 708 Clothes 660 • Footwear was the anchor purchase KTM 556 eCommerce 528 • No Womens apparel Mitsubushi… 509 • Interest in tech suggesting early adopters Univercell 494 • Interested in cars and clothes Startups 494 Jeep 488 Hummer 487 Nissan 480WWW.TRIBALFUSION.COM PAGE 22
  23. 23. Understand Seasonal Trends An online multi purpose retailer discovered that throughout the year it was the go to for gadgets with a predominantly male audience behaviours Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec But in the run up to Christmas, shoppers were more likely to be the female heads of households in a hurry!WWW.TRIBALFUSION.COM PAGE 23
  24. 24. Intelligent Marketing Segmentation An insurance provider offered two very different types of cover that appealed to very different types of person... Comprehensive High-Excess Plan Plan Autos BehavioursWWW.TRIBALFUSION.COM PAGE 24
  25. 25. WWW.TRIBALFUSION.COM PAGE 25
  26. 26. blog.tribalfusion.com/uk/WWW.TRIBALFUSION.COM PAGE 26

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