Cruising For Customers - Experian

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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

Thanks!Visit our rward/Follow us on Twitter & Facebook:@Hitwise .com/ExperianMarketingServices ExperianCheetahMail2007.All rights ExperianInformationSolutions,Inc. 2009.All reserved.rights reserved.Confidential andand proprietary.proprietary.Confidential2525

Experian2009 07.AllInc.rightsAllrights InformationSolutions,Inc. 2009.All reserved.rights reserved.reserved.Confidential andand proprietary.proprietary.Confidential2626

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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