Using data fusion to enhance the power of attitudinal segmentation

2. Segmentation on Steroids
More Efficient Targeting Through
Creatively Aggressive Data Mashups
Photo Photo
*1-pt black border *1-pt black border
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Thomas Grayman Tommy Cheng
Sr. Director, Spike TV Brand & VP, Strategic Marketing Science
Consumer Research Nielsen Entertainment Television
Viacom Media Networks

3. Part 1: Segmentation with a Purpose

4. Traditional Approach to Audience Segmentation
Attitudinal Audience Segment
Surveys Segments Profiles
M any segm entations do not m ak e it beyond this point…

5. Spike TV Target Audience Viewer Segments
SmartAsses ‘Roid Ragers
Topical /clever humor. Action fans.
Mass Appeal
Mainstream. Infotainers
Informational entertainment.
Juvenile Jokesters
Over-the-top humor.
True Grit
Masculine drama.
Geek Squad
Unusual, informational
entertainment.

6. Actionable Segmentation Checklist
 Identifiable
 Unique (Differentiated) Needs-States
 Reachable
 Measurable

7. "Boosting" Segmentation Performance
Audience Segments
FUSION
Strengthening attitudinal (i.e. need-
states) segments with actual behaviors
to validate drivers

8. Enhanced Outputs
 Actual program viewership profiles of attitudinal segments
 More comprehensive media usage profiles of attitudinal
segments
 More comprehensive product consumption profiles by
attitudinal segment
 Deeper psychographic profiles of attitudinal segments

9. Part 2: Extending the Value

10. Enhanced Segment Profile
“SMARTASSES”
Interest Drivers
Topical humor; immature, trashy, lowbrow, clever, etc.
Demographic Profile
Young, low diversity, suburban, educated, high income, etc.
Tech Profile
Tech-connected, heavy users of Amazon, Netflix, etc.
Marketing Profile
Social media as key info source, over-index on news/talk
radio, over-index on attending NBA games, etc.
Psychographic profile
Driven, achievement-oriented, challenges the status-quo,
environmentally-conscious, cynical, etc.
Product consumption profile
Android smartphones, tablets, QSRs, etc.

11. Enhanced Segment Profile
“SMARTASSES”
TOP 20 CABLE SERIES
P18-49
SEGMENT RATING INDEX (100=AVG)
THE WALKING DEAD AMC 9.64 136
WORKAHOLICS COM 6.27 268
TOSH.O COM 5.78 219
SONS OF ANARCHY FX 4.72 103
SOUTH PARK COM 4.52 181
DAILY SHOW COM 4.27 288
WILFRED FX 3.88 209
FUTURAMA COM 3.47 206
COLBERT REPORT COM 3.46 311
FALLING SKIES TNT 3.26 89
PSYCH USA 3.09 102
ARCHER FX 3.07 203
FRANKLIN & BASH TNT 2.95 135
NORM MACDONALD COM 2.81 258
BREAKING BAD AMC 2.78 140
LOUIE FX 2.78 214
JUSTIFIED FX 2.65 106
FAMILY GUY AD SWM 2.65 118
NICK SWARDSON COM 2.56 205
DEADLIEST CATCH DISC 2.53 69

12. Getting the Most Out of Your Segments
Linking Powerful Tools
Attitudinal Survey
Awareness and Intent
Pilot/Program Testing Brand Health Studies
Tracking
Simulated Single-Source Measurement
Contextual insights that are greater than the sum of
each individual component

13. Brand Health Metrics
Top 2 Box Overall Rating
100
0
Brand A Brand B Brand C
Top 2 Box Overall
100
Brand A
50 Brand B
Brand C
0
Seg 1 Seg 2 Seg 3 Seg 4 Seg 5 Seg 6 Seg 7

14. Enhanced Brand Health Metrics
P18-49 AVG. NIELSEN RATING
Q4 '11
Q1 '12
Q2 '12
Seg 1 Seg 2 Seg 3 Seg 4 Seg 5 Seg 6 Seg 7

15. Product Testing

16. Enhanced Product Testing

17. Marketing
✦Season 1
- Expected demographics
- Subject matter
✦Season 2
- Actual demographics
- Top segments

18. Enhanced Marketing
Identifying Top-performing Segments
P18-49 Ratings
S. 1 S. 2 S. 3 S. 4 S. 5 S. 6 S. 7

19. Enhanced Marketing
Segments 1&2 key communication themes:
Conflict Information

20. Enhanced Marketing
Segments 1&2 key radio
formats:
Rock Urban Sports Talk

21. Enhanced Results
Season 2 Premiere
Time Slot Ranking among M18-49 (Basic Cable)
P18-49
+113%
1. Breaking Bad
2. Yankees/Red Sox
Over season 1 3. Bar Rescue
premiere

22. Awareness Tracking
AWARENESS
Week 1 Week 2 Week 3 Week 4

23. Enhanced Awareness Tracking
Segment 1
Segment 2
Segment 3
Segment 4
Segment 5
Segment 6
Segment 7
Week 1 Week 2 Week 3 Week 4

24. Enhanced Corrective Action
DRIVERS MEDIA
Feeling an adrenaline rush
Realistic situations
Dramatic moments
Being inspired
Information

25. Other Applications
✦Scheduling
✦Sales

26. Getting the Most Out of Your Segments
Linking Powerful Tools
Attitudinal Survey
Awareness and Intent
Pilot/Program Testing Brand Health Studies
Tracking
Simulated Single-Source Measurement
Contextual insights that are greater than the sum of
each individual component

27. Segmentation on Steroids
More Efficient Targeting Through
Creatively Aggressive Data Mashups
Photo Photo
*1-pt black border *1-pt black border
shadow shadow
Thomas Grayman Tommy Cheng
Sr. Director, Spike TV Brand & VP, Strategic Marketing Science
Consumer Research Nielsen Entertainment Television
Viacom Media Networks