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Think like a_network_know_your_market_and_delight_your_audience_through_data
- 1. – THINK LIKEA NETWORK – What’s your Nielsen rating? Know your market and delight your audience through data Ken Kolodziej | (617) 888-4080 | twitter @kenkolodziej Thursday, May 22, 14
- 2. Networks have beenusing Nielsen ratings for decades to: • Measure audience • Evaluate success • Improve performance The questions haven’t changed, but the way success is measured has… Keeping up with the Nielsens Thursday, May 22, 14
- 3. – 2013 SOURCES– TV, DVR, web, etc… 115.8 million households with TV 20,000 households in sample (.02% of the population) – 1977 SOURCES – TV only 71 million households with TV 1,200 households in sample (.002% of the population) A changing world… As the complexity of our world has increased, so has the sophistication of Nielsen measurements Thursday, May 22, 14
- 4. …and auto isno exception Our world in automotive has increased in complexity as well: • We need better tools and data to know: • Who our customers are • What our customers respond to • Where our customers are • So we can… • Measure audience • Evaluate success • Improve performance Thursday, May 22, 14
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- 6. Not your Father’sprimetime… Broadcasters know that their audience has shifted: • Live / broadcast TV • DVR • Internet (video, Twitter) Dealers know the same about their customers: • Traditional media • Digital advertising • Social media • Multi-screens Thursday, May 22, 14
- 7. Nielsen is responding Togive networks and advertisers a better picture, Nielsen is now counting DVR (Live+3, Live+7), Twitter, mobile devices, web-linked TVs, and more Thursday, May 22, 14
- 8. How are youresponding? Dealers need their “Nielsen ratings” to help get better intelligence: • Google Analytics • Social media metrics • Market share • Demographics / psychographics Thursday, May 22, 14
- 9. How do youdetermine YOUR primetime? Thursday, May 22, 14
- 10. How do youtake advantage of YOUR primetime? What are peak hours for visits to dealer sites? • Desktop: 9 AM to 5 PM • Mobile/tablet: 8 AM to 10 PM What hours tend to see the most conversions? • Form submissions: 10 AM to 4 PM (desktop) • Mobile clicks to call (sales and VDPs): 1 PM to 6 PM Know your metro: • “Work in Manhattan, buy in New Jersey” * From study of GA data from 15 dealer sites over 6-month timeframe Thursday, May 22, 14
- 11. Who’s your demographic? Thursday,May 22, 14
- 12. Why demographics matter Fora TV network, it’s all about selling advertising to generate revenue • To sell advertising, networks need viewers • Getting viewers requires programming that speaks to an audience • Speaking to an audience requires knowing your audience Thursday, May 22, 14
- 13. Targeting messaging Networks oftentry to target a specific demographic with programming tailored to them. Targeting shows help sell targeted advertising Ever watched a show and thought, “Man, this is awful”? (It could just be a crappy show) But you could also not be in the target demographic… Thursday, May 22, 14
- 14. However, sometimes networkswill hit the jackpot by appealing to the masses Knowing the formula NCIS #2Show on TV 35 millionWeekly viewers (Live+7) 200+Territories licensed around the world Thursday, May 22, 14
- 15. NCIS: What’s theformula? • Boy-ishly appealing star • Short dialog; crimes on the lighter side • Lots of “safe” humor • Self-contained episodes (good for syndication) Knowing the formula Thursday, May 22, 14
- 16. Dealers don’t needto appeal to the masses The good news: You don’t need to appeal to everyone • Data exists today to pinpoint who your customers are in your DMA / PMA, ZIP by ZIP, and household by household • Boston DMA example of new BMW owners: ZIP: 01776 ZIP: 02062 Average income $184,000 $175,000 Channel Email (3:1 vs. Direct Mail) Email (3:1 vs. All others) Advertising receptivity Newspaper (Over others) Traditional + digital Targeting Brand strength, service, relationships Incentives, endorsements Thursday, May 22, 14
- 17. Know YOUR formula •Armed with information like this, you can hone the formula for your customers, ZIP by ZIP • Relevant messaging means more relevant, and engaged, customers Thursday, May 22, 14
- 18. What are your“ratings”? Thursday, May 22, 14
- 19. The myth ofnumbers Numbers only tell part of the story: There have been lots of shows cancelled – or almost cancelled – because of bad ratings that were brought back… • Star Trek: The Original Series • Arrested Development • Family Guy • Futurama Thursday, May 22, 14
- 20. What’s the mosttweeted about show on television? Thursday, May 22, 14
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- 22. The power ofniche audiences Huh? RATINGS ARE SO-SO… 3.3 million per episode vs 17 million / 35 million for NCIS! However, the mid-season finale generated: 70,000 tweets per minute and dominated 50% of conversations about TV that evening! The Tweens have spoken! Thursday, May 22, 14
- 23. Back to quality Asdealers, we always have numbers thrown at us • Think PPC, with impressions and click-throughs being popular metrics • Or VDPs as a measure of website effectiveness • These can be good indicators of exposure, but it’s important to dig deeper: • Bounce rate • On-site engagement • Conversion rate Thursday, May 22, 14
- 24. The results maysurprise you... Adjusting ad spend based on opportunity... Thursday, May 22, 14
- 25. Who’s your competition? Thursday,May 22, 14
- 26. The concept of“share” A key input to a Nielsen rating is “share” • Percentage of people watching TV that are watching a particular show Competition is changing: • As we saw: networks pushing Nielsen to add internet-based channels • Networks “know” their competition is changing and that they need to evolve Thursday, May 22, 14
- 27. Looking at data Conventional wisdomdoesn’t have to prevail! Thursday, May 22, 14
- 28. Looking at data Conventional wisdomdoesn’t have to prevail! You might be surprised to learn that your biggest competitor is someone you never guessed! Thursday, May 22, 14
- 29. Pop quiz, hotshot! Whatare the top three Jeep Wrangler 4-door cross-shops? Thursday, May 22, 14
- 30. Surprised by theanswer? The Ford F-150 and two sedans! Thursday, May 22, 14
- 31. Putting it alltogether… Not spending much here… Thursday, May 22, 14
- 32. Putting it alltogether… Not spending much here… Thursday, May 22, 14
- 33. Putting it alltogether… Not spending much here… …but a lot of my brand being sold. Thursday, May 22, 14
- 34. Putting it alltogether… Now layer on demand and demographic data… Thursday, May 22, 14
- 35. Putting it alltogether… Market hot pickup in farmland and foothills… Thursday, May 22, 14
- 36. Putting it alltogether… …and compact hybrid in upscale urban areas. Thursday, May 22, 14
- 37. Conclusion As dealers, wecan act more like networks! • Let’s use the tools and data at our disposal to see: • Who our customers are • What our customers respond to • Where our customers are • So we can: • Measure audience • Evaluate success • Improve performance Thursday, May 22, 14
- 38. Question recap: 1. What’s your primetime? 2. Who’s your demographic? 3. What are your “ratings”? 4. Who’s your competition? Thursday, May 22, 14