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					Marketing Applications of the 2000
          Census Data
   Presented to University of Chicago
          Alumni Association
            September 12, 2001
                  Claritas
            Adding Intelligence to Information
    Overview
• Background
  – Census Data (n) - decennial, but for tonight will include
    historical 1990, current year estimates, some 2000 data
    already released, and census derived segmentation data.

• Census Users
• 2000 Census Review
• Marketing Applications
  – Customer Profiling
  – New Product Development
  – Market Analysis
  – Cross-Sell Applications
  – Advertising Planning
  – Channel Management
  VNU USA Information Companies
  Marketing Information                              Publishing

                                      USA
      Consumer Targeting           $1.3 Billion
                                    in Sales



   Media
Information
   Group           Entertainment
A.C. Nielsen        Information


                                                  Bill Communications, Inc.
                                                        27 Publications
                     NRG                                Sales & Marketing
                                                          Management
                        EMIS
                     Precision
                     Marketing
Claritas
• Founded the demographic update industry
• Has three decades of experience
• Employs the leading private sector experts on
  U.S. Census
• Provides over 75% of annually updated
  demographics used in the U.S.
Tip #1 -
If you want to be the life of the party,
  don’t start talking about the Census.
Importance of the
Census
• Constitutional Requirement
  – Representation
• Legal Mandates
  – Congressional Districts
  – Distribution of Federal Funds
• Foundation of Federal Statistical System
  – The most accurate and often the only source for
    most of small area data for compliance, etc.
  – Provides sampling frame for other surveys
Census Report Card

• Complete plan on schedule and within budget
  – Bureau was able to hire, train and retain over
    900,000 qualified temporary employees
  – All operations to date have been completed on time
    and within budget
  – Non-response follow-up was completed ahead of
    schedule
Census Report Card

• Achieve a high mailback response rate
  – Short Form response rate higher than expected:
    65% versus expectation of 61%
  – Long Form response rate lower than expected:
    51% versus expectation of 56%
• Improve coverage
  – Reduced overall net and differential undercount
Comparison to
Previous Censuses

                       Net National Undercount

          6   5.4
          5          4.1
Percent




          4                 3.1
                                    2.7
          3
                                                 1.8
          2                                1.2          1.2
          1
          0
              1940   1950   1960   1970   1980   1990   2000

                                   Year
Comparison
Among Groups
                       Net Undercount for Major Groups

           6
                                  5.0
           5     4.6
 Percent




           4
                                        2.6                   1990
           3           2.2                       2.4
                                                              2000
           2
                                                       0.96
           1
           0
               Non-Hispanic       Hispanic        Asian
                  Black
The Long and The
Short of It
 • Complete Count (Short Form)
   – Seven basic questions
   – Asked of all households
 • Sample Census (Long Form)
   – Seven basic questions plus additional questions
     on social and economic characteristics
   – Sample of households (1 in 6)
Short Form

• Name
• Age & Date of Birth
• Sex
• Relationship to Householder
• Hispanic Ethnicity
• Race
• Renter/Owner
 Long Form
• Income              • Year Moved In
• Education           • Year Structure Built
• School Enrollment   • Vehicles Available
• Employment Status • Home Value
• Occupation          • Rent
• Ancestry            • Units in Structure
• Language            • Rooms
• Migration           • Marital Status
• Commuting           • Grandparents as Caregivers
Tip #2 -
Using Census data is not like taking a
 frozen entrée from the freezer and
 microwaving it.
V-e-r-y Detailed Data...
Cumbersome
Census Geography
• Census-defined geographic areas are
  structured along one basic hierarchy from
  larger to smaller entities
• Every geographic level is built from smaller
  and smaller units, with the Census Block as
  the basic unit
• The Block is the smallest indivisible unit or
  “atom” of Census geography
Changes in Census
Geography: 1990 to
2000
Geographic Level           1990        2000
Nation                        1           1
 Region                       4           4
  Division                    9           9
   State (Including D.C.)    51          51
     County                3,141       3,141
      Census Tract        61,258      65,443
       Block Group      226,399      208,790
         Block        6,961,697    8,205,582
Tip #3 -
You may not be able to directly
 compare older census data to newer,
 when looking at smaller geographic
 areas.
Census 2000 Product
Release Schedule
• State Apportionment population counts
  (released 12/28/2000)
• TIGER/Line 2000: Two Releases
  – Jan./Feb 2001      - April/May 2001
• PL94-171 Redistricting Files: Population
  by Race and Hispanic ethnicity at the block
  level. (released 4/2001)
Census 2000 Product
Release Schedule
• Summary File 1 (SF1) - 200+ Tables of
  100% or Short Form data down to the block
  level, including first counts of households and
  housing units. Slated for release by end of
  Sept 2001
• Summary File 3 (SF3) - Tabulations of
  sample or Long Form data down to the block
  group level, including income, home value,
  ancestry, etc. Slated for release in June-
  Sept. 2002
  Census Vs. Segmentation Data
  Census Data                   Segmentation Data
• Data is Easier to         • Data is Easier to
  Understand                  Implement
• Geography is Harder to    • Geography is Streamlined
  Understand                  For Marketing Purposes
• Uni- or Bi-Variate        •   Multi-Variate
• Detailed Data Available   • More Data Linkages
  Within                      Outside
• Less Expensive ($0+)      • More Predictive
• Plenty of Documentation   • Proprietary Methodologies
• Public Sector             • For-Profit Companies
Tip #4 -
In case you missed the last slide,
  Census data is free!


…go to www.census.claritas.com
       Census Vs. Segmentation Data
        Census Data                               Segmentation Data

                                                   “Kids & cul de Sacs”   “God’s Country”
•    Age                 •   Language
•    Sex                 •   Migration
•    Relationship to     •   Commuting
     Householder         •   Units in Structure
•    Hispanic            •   Rooms
     Ethnicity
                         •   Marital Status
•    Race                                         “Shotguns & Pickups”    “Middle America”
                         •   Grandparents as
 •    Renter/Owner           Caregivers
•    Income
                         •   Occupation
•    Education
                         •   Ancestry
•    School Enrollment
                         •   Employment
U2         30         Mid-City Mix                 111,614        4.00       81,370       4.24      72.90       106
U2         31         Latino America               146,796        5.26     137,605        7.17      93.70       136
C2         32         Middleburg Managers           21,077        0.75       17,245       0.90      81.80       119
C2         33         Boomtown Singles              12,841        0.46       10,275       0.54      80.00       116
C2         34         Starter Families              59,200        2.12       45,197       2.36      76.30       111
C2         35         Sunset City Blues             18,891        0.68       12,476       0.65      66.00        96


           Segmentation Data is Easy
C2         36         Towns & Gowns                 13,998        0.50        6,414       0.33      45.80        67
T2         37         New Homesteaders               7,509        0.27        1,329       0.07      17.70        26
T2         38         Middle America                11,670        0.42        1,916       0.10      16.40        24


            to Implement...
T2         39         Red, White & Blues            18,634        0.67        2,149       0.11      11.50        17
T2         40         Military Quarters              2,960        0.11           11       0.00       0.40         1
R1         41         Big Sky Families              19,257        0.69           72       0.00       0.40         1
R1         42         New Eco-topia                  1,591        0.06            0       0.00       0.00         0
R1         43         River City, USA                6,829        0.24            0       0.00       0.00         0
R1
PRIZM      44
           PRIZM      Shotguns & Pickups             5,172        0.19            0       0.00       0.00         0
U3
Clusters   45
           Clusters   Single City Blues
                      PRIZM Clusters                44,728
                                                  Somewhere, DMA  1.60       42,380       2.21 ZIPs 94.80
                                                                                        Target                  138
U3
Grp        46
           #          Hispanic Mix
                      Nickname              Count   87,180 % Comp 3.12 Count 77,060 % Comp4.02 % Pen88.40 Index 129
U3
S1         47
           01         Inner CitiesEstates
                      Blue Blood                   168,360
                                                    78,620        6.03
                                                                  2.82       58,361
                                                                             64,164       3.04
                                                                                          3.34      34.70
                                                                                                    81.60        50
                                                                                                                119
C3         48         Smalltown Downtown            10,345        0.37        7,365       0.38      71.20       104
S1         02         Winner's Circle              126,825        4.54       98,593       5.14      77.70       113
C3         49         Hometown Retired               9,080        0.33        4,057       0.21      44.70        65
S1         03         Executive Suites              60,068        2.15       49,662       2.59      82.70       120
C3         50         Family Scramble                6,938        0.25        5,258       0.27      75.80       110
S1         04         Pools & Patios               102,310        3.66       75,872       3.95      74.20       108
C3         51         Southside City                22,248        0.80        7,290       0.38      32.80        48
S1
T3         05
           52         GoldenCul-de-Sacs
                      Kids & Ponds                 193,508
                                                     1,001        6.93
                                                                  0.04     132,3120       6.90
                                                                                          0.00      68.40
                                                                                                     0.00       100
                                                                                                                  0
U1
T3         06
           53         Urban Gold Coast
                      Rural Industria               58,393
                                                     4,829        2.09
                                                                  0.17       47,869
                                                                                179       2.50
                                                                                          0.01      82.00
                                                                                                     3.70       119
                                                                                                                  5
U1
T3         07
           54         Norma & Brains
                      Money Rae-ville               88,825
                                                         0        3.18
                                                                  0.00       78,190
                                                                                  0       4.08
                                                                                          0.00      88.00
                                                                                                      N/A       128
                                                                                                                N/A
U1
T3         08
           55         Young Literati
                      Mines & Mills                 67,923
                                                     1,907        2.43
                                                                  0.07       62,531
                                                                                746       3.26
                                                                                          0.04      92.10
                                                                                                    39.10       134
                                                                                                                 57
U1
R2         09
           56         American Dreams
                      Agri-Business                 93,272
                                                     2,357        3.34
                                                                  0.08       84,614
                                                                                  0       4.41
                                                                                          0.00      90.70
                                                                                                     0.00       132
                                                                                                                  0
U1
R2         10
           57         Grain Belt Mix
                      Bohemian                     109,134
                                                         0        3.91
                                                                  0.00       91,193
                                                                                  0       4.75
                                                                                          0.00      83.60
                                                                                                      N/A       122
                                                                                                                N/A
R3
C1         58
           11         Blue Highways
                      Second City Elite                281
                                                    62,080        0.01
                                                                  2.22            0
                                                                             47,011       0.00
                                                                                          2.45       0.00
                                                                                                    75.70         0
                                                                                                                110
R3         59         Rustic Elders                      0        0.00            0       0.00        N/A       N/A
R3         60         Back Country Folks               315        0.01            0       0.00       0.00         0
R3         61         Scrub Pine Flats                   0        0.00            0       0.00        N/A       N/A
R3         62         Hard Scrabble                      0        0.00            0       0.00        N/A       N/A
                      TOTAL                     2,792,254      100.00   1,918,524      100.00      68.70        100
PRIZM
                              Education & Affluence

                                                       • Utilize Most
                                                         Recent Census &
                                                         Annual
                                                         Demographic
                                                         Updates
                                                       • Identified 62
                      Explain                            Different
 Urbanization
                    Demographic                          Neighborhood
                                   Family Life Cycle
                      Variance                           Types
                                                       • Categorized
                                                         Each
                                                         Neighborhood in
                                                         the US
 Race & Ethnicity                 Mobility/Tenure


  39 Factors in 5 Categories
Marketing Applications...
  Customer Acquisition/Retention Studies
• Customer Profile Analysis
• Customer Retention Studies
• Customer Cross Sell Analysis
• Customer Acquisition Analysis
• New Product Development
• Competitive Customer Profiling
• Lifetime Value/Profitability Studies
Marketing Applications...
  Media Planning Applications
• Creative Development
• Customer Segmentation Studies
• Media Mix Planning
• Media Preference Studies
• Market Profiling
• Market Segmentation
Marketing Applications...
  Channel Management
• Market Expansion Planning
• Strategic Marketing
• Merchandise Mix Planning
• Site Location Analysis
• E-Visitor/Customer Analysis
• Store Type Profiling
• Retail Network Optimization
Customer Acquisition &
Retention Applications
Customer Acquisition

• Mini Case Study #1 -
• Customer Segmentation & Profiling
  –   Who are the buyers and owners?
  –   What are their purchase preferences?
  –   Which segments have I captured?
  –   What are the target segments like? (media preferences, other product
      purchases, lifestyle habits)
A MARKETING APPROACH TO RESTAURANT
         GROWTH STRATEGY
 BUILDING THE OVERALL
CUSTOMER BRAND PROFILE
Proprietary Customer Research...
• Very homogeneous and well defined profile
• Affluent
• Middle-aged to older
• Highly educated
• Professional, white collar employment
• Skew towards women
• Dine out frequently
• Very sophisticated, especially about dining out
Claritas MicroVision Segments

• Obtained data from Claritas showing purchase behavior
  patterns for 15 attributes across all MicroVision lifestyle
  segments
• Attributes geared towards dining out behavior, along with
  key shopping and entertainment behaviors
• Reviewed attributes across all MicroVision segments -
  raw index numbers and comparative rankings
Claritas MicroVision Segments, Cont.

• Focused on attribute called “Upscale Dining”, as defined
  by NPD Crest
• Examined all 28 MicroVision segments with index of 90+
  on this attribute
• Cross-referenced all attributes, keying in on index
  scores of 150+ and/or comparative rankings in the top
  ten
Attribute Index & Ranking
                                      Attribute Index & Ranking


MicroVision            Upscale Dining         Casual Italian         Nordstrom        Live Theatre
Segment               Index     Rank         Index      Rank      Index      Rank   Index     Rank

Mid-Life Success       153       7            170       8          366       2      180       4
Middle Years           150       8            223       2          484       1      239       1
Good Family Life       143       9            144       12         103       17     122       15
A Good Step Forward    141       10           145       11         200       7      133       10
Young & Carefree       138       11            86       27         268       5       41       44
Urban Up & Comers      133       12            69       29          94       20     123       14
Claritas MicroVision Segments, Cont.
• Selected 17 MicroVision segments with best index
  scores/rankings to comprise overall brand profile
• Concentrated in 6 MicroVision lifestyle categories:
   Accumulated Wealth      Young Accumulators
   Mainstream Singles      Sustaining Singles
   Mainstream Families     Conservative Classics


• Well balanced urban/suburban
• Collectively account for 35% of U.S. population
• Will guide development of Growth Strategy on macro
  level
Customer Acquisition

• Mini Case Study # 2 -
• New Product Development Analysis
  –   What are the product development opportunities?
  –   Where is the opportunity?
  –   What is the overlap between our current and future customers?
New Product
Launch
      Target Identification &
  Test-Marketing Case Study

                    July, 2001
New Product: Account Product
Summary

Combination interest checking &
money market savings account
Tiered interest rates; highest rate on Money
Market balances of $10,000+
No monthly fee for Checking when
combined checking, savings, money market
and non-mortgage loan balances are at
least $10,000
New Product Account Product
Launch

Direct mail campaign targeting customers
and non-customers, based on P$YCLE code
Newspaper & outdoor campaigns
In-store & internet promotions
Free round-trip air fare for two to Hawaii or
Bahamas when depositing $2,000 in
Checking and $10,000 in Money Market
Product Launch Results

Generated $587,000,000 in three months
87% of the new money was from existing
customers
Today, customers represent a combined
$8.8 billion depository portfolio
Customer Acquisition

• Mini Case Study # 3 -
• Market Analysis
  –   Which segments/groups have the greatest propensity for our
      products?
  –   How large is the opportunity for each segment?
  –   What should be our focus - local, regional, national?
Reaching Out to Multicultural
Markets to Expand Business
       Opportunities
     Current and Potential Market Penetration


       • Currently in four of the top 10 Hispanic markets: Los Angeles (1), New York (2), Chicago (4) and Houston (6),
       which allows them access to 30.5% of the U.S. Hispanic Population.

       • Newark and Orlando rank 23rd and 40th, respectively and only add an additional 1.5% to the Hispanic market
       penetration -- increasing current Hispanic population penetration to 32%.

       • Expansion into the remaining top 10 Hispanic markets would increase the Hispanic population penetration to 51%.


           MSA Name                    1998 Population   Total Hispanic Population        % US Hisp. Population
           Los Angeles, CA                9,235,689              4,108,939                       14.95
           New York, NY                   8,639,347              2,189,307                        7.96
           Miami, FL                      2,119,503              1,183,704                        4.31
           Chicago, IL                    7,804,617              1,118,434                        4.07
           Riverside, CA                  3,116,676              1,049,426                        3.82
           Houston, TX                    3,900,964               975,534                         3.55
           San Antonio, TX                1,537,314               822,179                         2.99
           Orange County, CA              2,711,318               790,586                         2.88
           San Diego, CA                  2,715,466               718,620                         2.61
           Phoenix, AZ                    2,890,141               584,021                         2.12
           Total Top 10                  44,671,035             13,540,750                       49.26

           Newark, NJ                     1,950,548                244,015                           0.89
           Orlando, FL                    1,472,736                164,620                            0.6
Source: 1998 Updates, Claritas, Inc.
                                                         Latino Population in Phoenix
                                       Percent Hispanic Population* by Block Group: Phoenix, AZ

                                                                                              Percent Hispanic Population
                                                                                                    > 75%       (94)
                                                                                                    50% to 75% (144)
                                                                                                    35% to 50% (165)
                                                                                                    20% to 35% (295)
                                                                                                    10% to 20% (482)
                                                                                                    < 10%      (794)
                                                                                                    No Data     (13)
                                                                                                     Phoenix MSA
                                                                                                    Phoenix MSA
                                                                                                    Counties
                                                                                                    Counties
                                                                                                    Central Cities
                                                                                                    Central Cities         •   Persons of Hispanic
                                                                                                                                Ancestry comprise 21% of
                                                            Phoenix
                                                            Phoenix                                                             the Phoenix MSA’s total
                                                                                                                                population. Of the MSA’s
                                                                                                                                650,000 persons of
                                                                                                                                Hispanic Origin, 20% live
                                                                                                                                in block groups with a
                                                                                                                                50%+ Hispanic Ancestry
                                                                                       Mesa
                                                                                       Mesa
                                                                                                                                concentration (blue
                                                                                                                                areas).
                                                                      Tempe
                                                                      Tempe




*B ased on 1998 projected Census data - Claritas, Inc.
                  Proposed Solution
• To better serve the market, open or relocate a branch(es) in the
market’s high concentration areas.
                          Results
• Since completion of the analysis, a branch was opened in Phoenix
and loans increased from 67 in 1999 to 98 in 2000 and are on pace
to reach 120 by year-end 2001.
Customer Retention

• Mini Case Study #4 -
• Cross Sell Analysis
  –   Which products have the highest propensity to be the next
      product to purchase?
  –   What other products should we be selling to the customer
      segment/group?
Up Next:
The Cross-Sell Initiative

Goal: cross-sell existing customers with
high propensities for variable-rate money
market products into relationships
Cross-Sell Initiative
Rationale:
87% of money derived from product launch
was from existing customers
Only 20% of targeted customers surveyed
were aware of the Money Market Account
Test-Marketing the
Cross-Sell

Test Market:
Interest Rate Offered: X.XX% APY
To Qualify: $XX,000 in Money Market and
an Checking relationship
Roll-Out January 1, 2000
Account Cross-Sell Results

$2.7 million in new deposits generated in 30
days
Translates into $145 to $290 million
potential if rolled out bank-wide at a cost of
less than $.01 per dollar acquired
Media Planning
 Applications
Media Planning
• Mini Case Study #5 -
• Customer Profiling
• Creative Development
  – Context, Imagery, Values
  – Offer, Timing, Pricing

• Media Mix Planning
Goals ...
Our work with these stores has the following
  goals:

1. Provide franchisees with a better profile of
   the demographic and lifestyle
   characteristics in their trade area.

2. Profile lifestyle characteristics of current
   customers at each store, and compare
   these profiles to a “national” profile.
Goals ...

3. Identify areas where market potential is
   concentrated, with an emphasis on identifying
   high potential areas where current
   customer penetration was low.

4. Guide the creative development of
   communications pieces to ensure that the
   right message reached the right audience.
Initiative 1:
       Franchise Fact Book

• This FRANCHISE FACT BOOK included:

   – Demographics of trade area (trade area
     determined through analysis of current
     customer lists).
   – PRIZM Profile of local customer.
   – Comparison of local profile to “national”
     customer.
   – Actual vs Potential analysis.
   – Retail Sales Potential analysis.
Initiative 1:
       Franchise Fact Book

While differences in profiles were evident from
 market to market, analysis of the national
 customer base showed a profile of a person
 who was:

• Very upscale … high socio-economic Clusters
  were represented.

• Very loyal … tend to buy the same brands
  over and over.
Initiative 1:
       Franchise Fact Book

• Very “home-oriented” … i.e. spend money
  on home furnishings, entertain at home, use
  house cleaning and other home-related
  services.

• Very active … high incidence of travel, wide
  variety of leisure time activities.

• Very fashion-oriented … in the magazines
  they read, the clothes they buy, the places
  they go.
Initiative 2:
                Magazine

• Based on these profiles, we developed a
  concept for a high quality, slick, quarterly
  magazine.

• Focus was on interior design, active
  lifestyles, your home as an extension of
  your personality.

• Designed to appeal to current customers
  (with an eye on repeat sales) as well as new
  customers.
Initiative 2:
                Magazine

• Positioned local stores as a design
  consultant … a partner to the homeowner in
  creating the perfect living environment.

• No prices in magazine, but products were
  prominently featured throughout.
Summary:

To date, the initiatives outlined here have:

• Given national exposure. For example, we
  recently provided customer profiles to a
  national advertising agency, so they can use
  them in creative campaign development.
Summary:

• Generated nearly $600,000 in new revenue.

• Enabled us to extend Claritas applications
  beyond our local boundaries.

• Caught the attention of national chains in
  different industries … we have a good chance
  of adding other national clients to our
  customer list.
Channel Management
    Applications
Channel Management

• Mini Case Study #6 -
• Channel Analysis
  –   What channels are currently utilized (by me/my competitors)?
  –   What channels could be used for market expansion?
  –   Who would be the audience for the new channels?
  –   Are my distribution channels aligned to take advantage of the best opportunity?
  –   What is the revenue potential by channel?
Visitor Personalization
 Getting Action from Visitors
Key Metrics
• Unique Monthly Visitors
   – Opportunities
• Conversion rates
   – Lookers to Bookers
• Trends
  - Growth in Registration base
  - Active customer base – booking activity, frequency
  - Types of purchases – full fare/award
  - Guest purchase vs. registered user purchase
Web Efficiencies


• Distributing tickets through the web has
  proven to be the most cost effective
  media for air travel bookings
• The web is not a replacement of other
  media but a supplemental channel
CRM + VRM = TRM
                Revenue       Customers                Strategy
                                                       Loyalty &
                  80%             20%                  Retention

                  20%             80%                   Trial &
                                                       Extension




    Visitor                                             Conversion
                    Segment and target anonymous
                       visitors to generate more C’s
                          for the CRM objectives




    Talking to all visitors = Total Relationship Management
Key Results
• RealProfile
  – Uncovered information on our visitors that we
    previously only knew about off-line customers
• RealTarget
  – Proof of concept
     • Anonymous visitor targeting leads to desired actions
     • Uncovered the potential lift through performance reports
     • Uncovered direction for better consumer targeting
   Top 10 PRIZM Clusters...


   45. Single City Blues                            US Average
  18. Young Influentials
                                                    Purchase
    4. Pools and Patios

     12. Upward Bound

    3. Executive Suites
                                                                                      Purchase Ticket Tag
5. Kids and Cul-de-Sacs                                                 Activity                Purchase US Average
  1. Blue Blood Estates                                                 2. Winners Circle           6.70%     2.30%
                                                                        8. Young Literati           6.00%     0.90%
      10. Bohemian Mix                                                  10. Bohemian Mix            5.60%     1.50%
       8. Young Literati                                                1. Blue Blood Estates       5.10%     1.20%
                                                                        5. Kids and Cul-de-Sacs     4.80%     3.00%
      2. Winners Circle                                                 3. Executive Suites         4.00%     1.20%
                                                                        12. Upward Bound            3.60%     1.80%
                           0%   1%   2%   3%   4%   5%   6%   7%   8%
                                                                        4. Pools and Patios         3.40%     1.90%
                                                                        18. Young Influentials      3.20%     1.30%
                                                                        45. Single City Blues       3.00%     1.70%
                                                                        Top 10 Total               45.40%    16.80%
What Do We Do with this
Information?
 • Conversion Strategies    • Real Time Targeting


 • Acquisition Strategies   • Email Targeting
                            • Online Advertising


 • Retention                • Offline Advertising
                            • Cross-sell opportunities
  In Summary...
• Census Data is an excellent source for
  accomplishing many marketing applications.
• Thousands of companies today use census and/or
  census-derived data for important tactical and
  strategic initiatives
• Census data users should be familiar with the data
  content and geographical framework to get the most
  benefit from its usage.
• Applying Census/Derived Data pays off!
  – A restaurant gets a framework for targeting customers in new
    markets
  – A bank launches and then cross sells a new interest checking
    and money market account
  In Summary...

• Applying Census/Derived Data pays off!
  – A mortgage company achieves their lending objectives.
  – A newspaper profitably expands its marketing services in new
    directions.
  – An airline gains a strategic and tactical understanding on how
    to convert lookers to bookers!
Marketing Applications of Census Data
     Presented to University of Chicago
            Alumni Association
                    Claritas
              Adding Intelligence to Information

				
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posted:7/22/2011
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