Data Anthropology: Using Anthropology to Build Brands

Data Anthropology

Beyond target segmentations, demographics and data

Understand your consumer as living, breathing people

Understand behaviors, motivations and values to define your brand’s voice and role

Turn communications into connections

A different kind of consumer

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What do we stand for?

ZonePerfect Category ZonePerfect Category

Gender HH Size (index)

Men 50.5% 49.6% HH Size 3 103.1 111.7

Women 49.5% 50.4% HH Size 4 166.5 114.4

Married 129.5 112.1

Age (index) Education (index)

25-34 93 110.4 Bachelor's Degree 208.3 159.7

35-44 139.3 127.2 Post-Graduate Degree 207.3 202.4

45-54 116.1 120.2 College Grad + 207.9 176

55-64 107.9 81.8 Employment Status (index)

Household Income (index) Full Time 117.3 118.3

$60-75,000 157.7 93.7 Part Time 122.3 107.3

$75-100,000 167.5 128.7 Not Employed 66.6 70.4

$100-150,000 157.9 171.9 Professional Occupation 125.8 147.4

$150-200,000 119.5 166.9Managerial/Business/

Financial 234.4 159.7

$200,000+ 331.8 285.2

Leisure Activities % Pen - Nation ZP Bars ZP Heavy ZP Medium ZP Light

Go To Museums 12.78 151 152 119 113

Go To Live Theater 13.34 142 142 115 109

Go To Beach 22.65 138 140 118 109

Adult Education Courses 6.29 137 136 114 109

Zoo Attendance 11.98 134 136 117 111

Photography 12.32 128 129 113 107

Board Games 17.49 127 128 117 108

Play Musical Instrument 7.52 125 126 110 107

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Value Propositions (index)

I follow the latest trends and fashion 127.7 107.2

I like being in charge of a group 125.7 121

I like to learn about art/culture/history 120.3 114

I often crave excitement 116.9 117

I dress more fashionably than most people 137.6 127.5

I consider myself intellectual 131.9 118.2

I like to try new things 114.6 112

Data Analysis

ZonePerfect Category ZonePerfect Category

Gender HH Size (index)

Men 50.5% 49.6% HH Size 3 103.1 111.7

Women 49.5% 50.4% HH Size 4 166.5 114.4

Married 129.5 112.1

Age (index) Education (index)

25-34 93 110.4 Bachelor's Degree 208.3 159.7

35-44 139.3 127.2 Post-Graduate Degree 207.3 202.4

45-54 116.1 120.2 College Grad + 207.9 176

55-64 107.9 81.8 Employment Status (index)

Household Income (index) Full Time 117.3 118.3

$60-75,000 157.7 93.7 Part Time 122.3 107.3

$75-100,000 167.5 128.7 Not Employed 66.6 70.4

$100-150,000 157.9 171.9 Professional Occupation 125.8 147.4

$150-200,000 119.5 166.9Managerial/Business/

Financial 234.4 159.7

$200,000+ 331.8 285.2

Leisure Activities % Pen - Nation ZP Bars ZP Heavy ZP Medium ZP Light

Go To Museums 12.78 151 152 119 113

Go To Live Theater 13.34 142 142 115 109

Go To Beach 22.65 138 140 118 109

Adult Education Courses 6.29 137 136 114 109

Zoo Attendance 11.98 134 136 117 111

Photography 12.32 128 129 113 107

Board Games 17.49 127 128 117 108

Play Musical Instrument 7.52 125 126 110 107

ZonePerfect Category

Value Propositions (index)

I follow the latest trends and fashion 127.7 107.2

I like being in charge of a group 125.7 121

I like to learn about art/culture/history 120.3 114

I often crave excitement 116.9 117

I dress more fashionably than most people 137.6 127.5

I consider myself intellectual 131.9 118.2

I like to try new things 114.6 112

Enrichment Enthusiasts

Putting a Face to the Database

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20

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SXSWSXSW

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LAFFLAFF

40 seconds to 3-5 minutes to now over 7 minutes

40 seconds to 3-5 minutes to now over 7 minutes

2009 Website Redesign2009 Website Redesign

ZonePerfect VIP ProgramZonePerfect VIP Program

Package redesignPackage redesign

10% Sales Growth vs. YAGO in a Declining

Category

10% Sales Growth vs. YAGO in a Declining

Category

Nearly One BillionBrand Impressions

$2.75 mil Media Value

90% Sampling Reach

Marketing Value = 4X Investment$

Time Spent at EventsGrew from 40 Secondsto 7+ Minutes

Artists Fan Sites 25,000 page views/day

Coupon Distribution Grew 2X

Data Capture Grew 3X

3.7 MillionMedia Impressions

Coffee talk

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Your 4:40am Stok wake-up call

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