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2013 polk aims presentation

  1. 1. Analytics to UnderstandAudiencesApril 18, 2013John McBridejohn_mcbride@polk.com
  2. 2. © 2013 R. L. Polk & Co. All rights reserved. 2Background
  3. 3. © 2013 R. L. Polk & Co. All rights reserved. 33Polk BackgroundManufacturers•Sales Records•Date•VIN•Name & Address•Selling Dealer•VIN De-Coding SpecsAll Major Mfg’sFinance Company•Lease and Lien Files•Date•VIN•Name & Address•Lease or Lien indicatorMost Major Mfg CaptivesStates•Registration & Title•Date•VIN•Name & Address•Selling Dealer•Lien Holder•Cars / Trucks•Motorcycles / Trailers50 States, DC and PR
  4. 4. © 2013 R. L. Polk & Co. All rights reserved. 4Statistical Polk Cross Sell Lead Scoring New Vehicle Statistics Used Vehicle Statistics Vehicle Population Profile Campaign Evaluation Lead MeasurementDirect Marketing Garage Predictors Purchase Predictors eMail Enhancement Customer Data File Integrationand Cleansing Lifestyle / DemographicsBased on the data capturing and cleansing processes discussed previously, Polkgoes to market with two sets of offerings:AnalyticsPolk Background
  5. 5. © 2013 R. L. Polk & Co. All rights reserved. 5DiscussionFramework
  6. 6. © 2013 R. L. Polk & Co. All rights reserved. 6Discussion FrameworkWho are thetargetaudiences?How did thetargetaudiencesegmentsperform?Internet DisplayMobileTVeMailSMSDirect MailAnalyze Target MeasureOther
  7. 7. © 2013 R. L. Polk & Co. All rights reserved. 7Measurement CapabilitiesMeasurement isunderstandingwhether theimpressions arebeing exposed tothe intendedaudience.
  8. 8. © 2013 R. L. Polk & Co. All rights reserved. 8Measurement Capabilities
  9. 9. © 2013 R. L. Polk & Co. All rights reserved. 9Measurement Capabilities
  10. 10. © 2013 R. L. Polk & Co. All rights reserved. 10Measurement Capabilities
  11. 11. © 2013 R. L. Polk & Co. All rights reserved. 11Discussion FrameworkWho are thetargetaudiences?How did thetargetaudiencesegmentsperform?Internet DisplayMobileTVeMailSMSDirect MailAnalyze Target MeasureOther
  12. 12. © 2013 R. L. Polk & Co. All rights reserved. 12Discussion FrameworkWho are thetargetaudiences?AnalyzeThe questions we arepresented with more and morerelate to a deeperunderstanding of theaudiences to target.How do I create the bestaudience segments for mycampaign objectives?
  13. 13. © 2013 R. L. Polk & Co. All rights reserved. 13Discussion FrameworkWho are thetargetaudiences?AnalyzeGeographyDemographicsConquest / LoyaltyTargetingSegments
  14. 14. © 2013 R. L. Polk & Co. All rights reserved. 14Chevrolet Impala
  15. 15. © 2013 R. L. Polk & Co. All rights reserved. 15Bloomberg – March 19, 2013GM’s Sporty Impala Makeover Aimed at Exiting Rental LotsThe 2014 Impala debuting next month is everything its predecessor is not. Theearly buzz among car reviewers is that the reincarnated Impala is exciting to theeye, upscale to the touch and a good value starting at $27,535.The restyled Impala could upstage its showroom sibling, the Chevy Malibu,GM’s struggling entry in the huge and hotly contested mid-size sedanmarket dominated by Toyota Motor Corp.’s Camry.“We think the Impala is going to help the sales of the Malibu because it’sgoing to bring in an audience looking for a passionate car,” said Chris Perry,vice president of Chevrolet US marketing.Steal sales from outsiders such as Taurus and Avalon . . .
  16. 16. © 2013 R. L. Polk & Co. All rights reserved. 16Geographic Analysis
  17. 17. © 2013 R. L. Polk & Co. All rights reserved. 17Geography We expect network TV advertising dollars to erode asadvances are made in more targeted TV options. Understanding geographic differences can informmarketers on local ad spending decisions. We should expect different markets to performdifferently . . . impacting measurement metrics. Can serve as an overlay for prioritizing consumer /household targeting.We strongly recommend a geographic overlay as astarting point.
  18. 18. © 2013 R. L. Polk & Co. All rights reserved. 18Market Analysis (Indices):DMA Segment Impala Taurus Avalon Camry ChevroletNew York 100 37 48 89 115 50Detroit 285 361 552 20 36 227Chicago 106 121 127 88 87 102Los Angeles 64 14 28 76 167 62Philadelphia 103 65 81 91 103 77Dallas Ft. Worth 117 66 114 127 112 115Houston 127 67 94 139 135 139Washington D.C. 99 58 74 144 141 68Atlanta 92 62 83 99 115 79Boston 80 61 84 111 148 65Cleveland Akron 121 156 226 90 87 124Tampa St. Pete 99 89 75 122 122 79Geography
  19. 19. © 2013 R. L. Polk & Co. All rights reserved. 19Market Analysis (Indices):DMA Segment Impala Taurus Avalon Camry ChevroletNew York 100 37 48 89 115 50Detroit 285 361 552 20 36 227Chicago 106 121 127 88 87 102Los Angeles 64 14 28 76 167 62Philadelphia 103 65 81 91 103 77Dallas Ft. Worth 117 66 114 127 112 115Houston 127 67 94 139 135 139Washington D.C. 99 58 74 144 141 68Atlanta 92 62 83 99 115 79Boston 80 61 84 111 148 65Cleveland Akron 121 156 226 90 87 124Tampa St. Pete 99 89 75 122 122 79Geography
  20. 20. © 2013 R. L. Polk & Co. All rights reserved. 20Market Analysis (Indices):DMA Segment Impala Taurus Avalon Camry ChevroletNew York 100 37 48 89 115 50Detroit 285 361 552 20 36 227Chicago 106 121 127 88 87 102Los Angeles 64 14 28 76 167 62Philadelphia 103 65 81 91 103 77Dallas Ft. Worth 117 66 114 127 112 115Houston 127 67 94 139 135 139Washington D.C. 99 58 74 144 141 68Atlanta 92 62 83 99 115 79Boston 80 61 84 111 148 65Cleveland Akron 121 156 226 90 87 124Tampa St. Pete 99 89 75 122 122 79Geography
  21. 21. © 2013 R. L. Polk & Co. All rights reserved. 21Station Demographic Summary (Month of Dec 12)Prime (7PM–10PM), Index, NationalIndexMake/ModelFORD TOYOTAStation Rating TAURUS AVALONKFTH (UNIMAS-B) 0.3294 0.90 0.64KHOU (CBS) 6.039 1.30 1.42KIAH (CW) 1.764 0.94 0.91KPRC (NBC) 5.508 1.11 1.13KPXB (ION-B) 0.5413 1.05 0.99KRIV (FOX) 2.767 1.15 1.26KTBU (MEGA-B) 0.0860 0.73 0.60KTMD (TELMUN-B) 0.6498 0.84 0.67KTRK (ABC) 5.596 1.16 1.22KTXH (MyNet) 1.498 0.92 0.92KUBE (IND) 0.1668 1.24 1.29KUHT (PBS) 0.8725 1.07 1.09KXLN (UNIV-B) 3.201 0.91 0.73KYAZ (AZA-B) 0.1471 0.98 0.92KZJL (ESTRTV-B) 0.4166 1.11 0.89Geography
  22. 22. © 2013 R. L. Polk & Co. All rights reserved. 22GeographyConclusions: Smaller investment in Washington DC and TampaSt. Pete? Los Angeles has interesting upside for theImpala? Houston and Dallas have lots of upside. Tools are being introduced that correlate autobuying behaviors with local station operators andprogramming.
  23. 23. © 2013 R. L. Polk & Co. All rights reserved. 23DemographicAnalysis
  24. 24. © 2013 R. L. Polk & Co. All rights reserved. 24DemographicsIncome Range Impala Taurus Avalon CamryLess than $15K 162 110 82 109$15K - $20K 147 103 65 108$20K - $30K 157 106 80 108$30K - $40K 153 112 83 107$40K - $50K 135 110 88 107$50K - $75K 112 105 94 106$75K - $100K 87 102 97 102$100K - $125K 74 95 119 99$125K - $150K 65 94 115 95Greater than $150K 47 83 123 80
  25. 25. © 2013 R. L. Polk & Co. All rights reserved. 25DemographicsAge Range Impala Taurus Avalon Camry18 – 24 134 104 91 10325 – 34 122 98 73 10235 – 44 129 101 89 10245 – 54 126 106 92 10155 – 64 112 104 98 10165 – 74 93 99 104 10074 + 72 96 109 97
  26. 26. © 2013 R. L. Polk & Co. All rights reserved. 26DemographicsEthnicity Impala Taurus Avalon CamryAfrican American 138 135 139 127Asian 14 19 71 194Eastern European 123 115 85 85Eurasian 46 51 97 127Hispanic 38 47 43 114Middle Eastern 20 40 82 185Pacific Islander 35 65 50 91Western European 114 113 109 86
  27. 27. © 2013 R. L. Polk & Co. All rights reserved. 27DemographicsConclusions: Current Impala buyers skew lower income andyounger than referenced competitive set. Toyota seems to have a nice dynamic occurringbetween the Camry and Avalon. Is there an opportunity with Hispanics?
  28. 28. © 2013 R. L. Polk & Co. All rights reserved. 28Conquest Behaviors
  29. 29. © 2013 R. L. Polk & Co. All rights reserved. 29Impala ConquestingMake PercentageChevrolet 54.2%Buick 9.1%Ford 6.2%GMC 4.9%Pontiac 4.3%Dodge 3.6%Toyota 2.4%Honda 1.9%Saturn 1.8%Nissan 1.7%
  30. 30. © 2013 R. L. Polk & Co. All rights reserved. 30Camry / Avalon ConquestingCamry PercentageToyota 45.4%Honda 11.6%Chevrolet 6.4%Ford 6.1%Nissan 5.5%Dodge 2.7%Lexus 2.4%Hyundai 2.4%GMC 1.7%Volkswagen 1.4%Avalon PercentageToyota 50.9%Honda 7.2%Ford 5.8%Chevrolet 5.7%Nissan 3.6%Lexus 3.4%Buick 3.1%Hyundai 2.1%GMC 2.0%Cadillac 1.8%
  31. 31. © 2013 R. L. Polk & Co. All rights reserved. 31Taurus ConquestingMake PercentageFord 59.2%Chevrolet 6.1%Mercury 5.7%Toyota 3.5%Dodge 2.8%Lincoln 2.7%Honda 2.5%Nissan 2.2%Chrysler 2.0%Buick 1.8%
  32. 32. © 2013 R. L. Polk & Co. All rights reserved. 32Conquest BehaviorsConclusions: GM should heavily market the new Impaladirectly to its own customers. Probably would be interesting to considermarketing to households that don’t own a GMtoday, but have at some point in the past. To conquest owners of Asian brands is going toneed some sort of strong offer / incentive.
  33. 33. © 2013 R. L. Polk & Co. All rights reserved. 33Summary Digital has changed our targeting worldsignificantly; we can now present impressionsspecifically to target consumers. From our perspective, this is starting to put apremium on very clearly identifying who thosetarget consumers are. We can measure what audiences look like so canprove that we are reaching the target audience.

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