CONSUMERS ON THE MOVEJ.D. Crook

John Hadden

Core Marketing Questions• Who buys from me?• What are they going to buy from me?• Where can I find them geographically?• How can I best communicate with them?

• New Questions:• When?• On what screen?

Where Segmenting a Customer Database Started• PRIZM (Potential Ratings in ZIP Markets)

• Started in 1970 by analyzing census data• Combines geographic and demographic characteristics of

neighborhoods• Labels neighborhoods

with geodemographic

segment codes

What’s Changed• Advances in computing

technology• Household-level data• Tracking “life stage”

changes• To gain an advantage over

the competition• Intrusive but practical

Computer Advertising

• Right now most online advertising is done in an untargeted “spray and pray” style

• Selling information• “Trust is the cornerstone

of our business. People will only use Facebook if they trust us”

• Tracking Cookies• Site A -> Site B• Ad’s been seen 200

times, clicked on 4

Cable Advertising• Hopes to become direct marketing vehicle• PersonicX Classic: 70 clusters and 21 life stages

comprise this household-level segmentation schema• Maybe some day…

Mobile Advertising• Interruptive Marketing vs Utility Marketing• P&G “Utility Apps”

• Stain Brain, Iams Vet 24/7, Crunch Band

• Cheaper to produce Utility app than a single TV ad• Catered Advertising – Opt in Advertising• New York Startup