Cruising For Customers - Experian
Cruising for CustomersDriving Marketing Strategies throughAudience Segmentation Experian Information Solutions, Inc. 2011. All rights reserved. Experian and the marks used herein are service marks or registered trademarks of Experian.Other product and company names mentioned herein may be the trademarks of their respective owners. No part of this copyrighted work may be reproduced, modified,or distributed in any form or manner without the prior written permission of Experian CheetahMail.Confidential and proprietary.
Today’s Discussion Driving Strategies Through Audience Segmentation Behavioral Audience Segmentation Mosaic & Psychographic Segmentation Identifying Social Opportunities ExperianCheetahMail2007.All rights ExperianInformationSolutions,Inc. 2009.All reserved.rights reserved.Confidential andand proprietary.proprietary.Confidential22
Experian Consumer Expectation IndexContinued decline in consumer confidence ExperianCheetahMail2007.All rights ExperianInformationSolutions,Inc. 2009.All reserved.rights reserved.Confidential andand proprietary.proprietary.Confidential33
Market Share of Visits to Travel SegmentsVisits to Travel websites increased despite uncertaintyYoY GrowthOTAs 13%Airlines 17%Hotel Suppliers 24%Car Rentals 13%Cruises 17% ExperianCheetahMail2007.All rights ExperianInformationSolutions,Inc. 2009.All reserved.rights reserved.Confidential andand proprietary.proprietary.Confidential44
Top Generic Travel Search TermsGrowth for last minute & all inclusive packages1. airline tickets2. cheap airline tickets last minute travel3. rental cars last minute cruises4. car rental all inclusive resorts5. flights cheap vacation packages6. hotels cruise deals7. cruises all inclusive vacations8. cheap hotels vacation rentals9. airlines10. car rentals ExperianCheetahMail2007.All rights ExperianInformationSolutions,Inc. 2009.All reserved.rights reserved.Confidential andand proprietary.proprietary.Confidential55
Behavioral Audience Segmentation ExperianCheetahMail2007.All rights ExperianInformationSolutions,Inc. 2009.All reserved.rights reserved.Confidential andand proprietary.proprietary.Confidential66
Audience SegmentationCreation of the customized target segmentIdentified users that searchedfor ‘cruise-related’ termsWebsitesSearch TermsDemographicsLifestage &Psychographics ExperianCheetahMail2007.All rights ExperianInformationSolutions,Inc. 2009.All reserved.rights reserved.Confidential andand proprietary.proprietary.Confidential77
Demographics of Cruise SearchersShifts in age & income during peak monthsSource: Experian Hitwise Custom Analysis ExperianCheetahMail2007.All rights ExperianInformationSolutions,Inc. 2009.All reserved.rights reserved.Confidential andand proprietary.proprietary.Confidential88
Top Websites Visited by Cruise SearchersUnder-indexing for Facebook visitation ExperianCheetahMail2007.All rights ExperianInformationSolutions,Inc. 2009.All reserved.rights reserved.Confidential andand proprietary.proprietary.Confidential99
Mosaic & Psychographic Segmentation ExperianCheetahMail2007.All rights ExperianInformationSolutions,Inc. 2009.All reserved.rights reserved.Confidential andand proprietary.proprietary.Confidential1010
Experian MosaicWhat is Mosaic?Mosaic USA is a household-based consumerlifestyle segmentation system that classifies allU.S. households and neighborhoods into uniquesegments and overarching groups, providing a360⁰ view of consumers’ choices, preferencesand habits to enhance the understanding ofhouseholds’ lifestyles. 71 Segments and 19 Groups Complete insights into online & offlinebehaviors, preferences of households ExperianCheetahMail2007.All rights ExperianInformationSolutions,Inc. 2009.All reserved.rights reserved.Confidential andand proprietary.proprietary.Confidential1111
Mosaic Type – Digital DependentsOnline channel provides key marketing opportunity ExperianCheetahMail2007.All rights ExperianInformationSolutions,Inc. 2009.All reserved.rights reserved.Confidential andand proprietary.proprietary.Confidential1212
Mosaic Segments – Previous Cruise CustomersPower Elite & Booming with Confidence are key segmentsHave taken a cruise ship vacation in last 3 years ExperianCheetahMail2007.All rights ExperianInformationSolutions,Inc. 2009.All reserved.rights reserved.Confidential andand proprietary.proprietary.Confidential1313
Mosaic Segments – Previous Cruise CustomersUsing segmentation to identify specific interestsHave taken a cruise shipvacation in last 3 yearsSource: Experian Simmons & Hitwise ExperianCheetahMail2007.All rights ExperianInformationSolutions,Inc. 2009.All reserved.rights reserved.Confidential andand proprietary.proprietary.Confidential1414
Using Segmentation to Identify Social Opportunities ExperianCheetahMail2007.All rights ExperianInformationSolutions,Inc. 2009.All reserved.rights reserved.Confidential andand proprietary.proprietary.Confidential1515
Facebook.comUsage largely mirrors overall population 1 in 10 of all Internet visits 22% of all page views 20 minutes per average visitSource: Experian Hitwise, excludes mobile traffic ExperianCheetahMail2007.All rights ExperianInformationSolutions,Inc. 2009.All reserved.rights reserved.Confidential andand proprietary.proprietary.Confidential1616
Top Social Networking WebsitesNew entrants like Google and Pinterest captured visits7x ExperianCheetahMail2007.All rights ExperianInformationSolutions,Inc. 2009.All reserved.rights reserved.Confidential andand proprietary.proprietary.Confidential1717
Downstream Traffic from CruisesSocial networks & email are a common destination ExperianCheetahMail2007.All rights ExperianInformationSolutions,Inc. 2009.All reserved.rights reserved.Confidential andand proprietary.proprietary.Confidential1818
Upstream Websites to NCL’s Facebook PageEmail & Norwegian website top referral sourcesSource: Experian Hitwise Custom Analysis ExperianCheetahMail2007.All rights ExperianInformationSolutions,Inc. 2009.All reserved.rights reserved.Confidential andand proprietary.proprietary.Confidential1919
Mosaic Segments – Visitors to Norwegian FB PageSignificant share from Family-oriented segments ExperianCheetahMail2007.All rights ExperianInformationSolutions,Inc. 2009.All reserved.rights reserved.Confidential andand proprietary.proprietary.Confidential2020
Sources of Traffic to Social NetworksEfforts via email & social networks are complimentary ExperianCheetahMail2007.All rights ExperianInformationSolutions,Inc. 2009.All reserved.rights reserved.Confidential andand proprietary.proprietary.Confidential2121
Mosaic Segments – Social NetworksKey cruising group Booming with Confidence also social ExperianCheetahMail2007.All rights ExperianInformationSolutions,Inc. 2009.All reserved.rights reserved.Confidential andand proprietary.proprietary.Confidential2222
Mosaic Segments – Cruises & Social NetworksIdentify additional groups to target via social platforms ExperianCheetahMail2007.All rights ExperianInformationSolutions,Inc. 2009.All reserved.rights reserved.Confidential andand proprietary.proprietary.Confidential2323
Key Takeaways Consumer confidence has declined, however there are increased visitsto Travel websites to suggest some demand & researching of potentialtrips. Consumers are seeking out last-minute travel deals and allinclusive cruise & vacation packages. Use segmentation to understand additional behaviors beyonddemographics around target customers. Booming with Confidence is akey segment for Cruises & are also reachable through social networks. Social networks & email are a common destination after visiting Cruisewebsites, offering opportunities to compliment marketing messages toreinforce the relationship with the customer. ExperianCheetahMail2007.All rights ExperianInformationSolutions,Inc. 2009.All reserved.rights reserved.Confidential andand proprietary.proprietary.Confidential2424
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1. airline tickets 2. cheap airline tickets 3. rental cars 4. car rental 5. flights 6. hotels 7. cruises 8. cheap hotels 9. airlines 10. car rentals last minute travel last minute cruises all inclusive resorts cheap vacation packages cruise deals all inclusive vacations vacation rentals
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MOSAIC USA BY EXPERIAN SELECT Documents from the Help MENU From the Documents menu SELECT the Interactive Multimedia Guide to Mosaic USA by Experian. A new browser window will open displaying Experian’s Interactive Multimedia Guide to Mosaic USA. Note: This is an Experian web site, which often takes a few moments to open.
USA KOREA ISRAEL GREECE ROMANIA POLAND BELGIUM FRANCE SPAIN GERMANY DENMARK FINLAND SWEDEN NORWAY UK THE NETHERLANDS REPUBLIC OF IRELAND CZECH REPUBLIC HONG KONG TAIWAN SINGAPORE JAPAN Mosaic Available In Development Experian Mosaic: rich consumer insight for 27 major economies. Experian - Global Intelligence 9 Experian utilises an unrivalled .
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12 Bora Bora, French Polynesia 8am 5pm 13 Cruising the Pacific Ocean 14 Cruising the Pacific Ocean 15 Pago Pago, American Samoa 9am 6pm 16 Cross the International Date Line (Lose a day) 17 Apia, Samoa 7am 4pm 18 Cruising the Pacific Ocean 19 Lautoka, Fiji 9am 5pm 20 Cruising the Pacific Ocean .
The SSP is fully integrated with the Career Cruising career guidance system. Career Cruising is an internet-based career exploration and planning tool that students use to explore career and school options and develop a career plan. Career Cruising can be accessed from school, home, the library, or wherever your child has access to the internet.
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