2013 polk aims presentation

Analytics to Understand

Audiences

April 18, 2013

John McBride

[email protected]

© 2013 R. L. Polk & Co. All rights reserved. 2

Background

© 2013 R. L. Polk & Co. All rights reserved. 3 3

Polk Background

Manufacturers

•Sales Records

•Date

•VIN

•Name & Address

•Selling Dealer

•VIN De-Coding Specs

All Major Mfg’s

Finance Company

•Lease and Lien Files

•Date

•VIN

•Name & Address

•Lease or Lien indicator

Most Major Mfg Captives

States

•Registration & Title

•Date

•VIN

•Name & Address

•Selling Dealer

•Lien Holder

•Cars / Trucks

•Motorcycles / Trailers

50 States, DC and PR


Statistical

Polk Cross Sell

Lead Scoring

New Vehicle Statistics

Used Vehicle Statistics

Vehicle Population Profile

Campaign Evaluation

Lead Measurement

Direct Marketing

Garage Predictors

Purchase Predictors

eMail Enhancement

Customer Data File Integration

and Cleansing

Lifestyle / Demographics

Based on the data capturing and cleansing processes discussed previously, Polk goes to market with two sets of offerings:

Analytics

Polk Background


Discussion Framework



Who are the target

audiences?

How did the target

audience segments perform?

Internet Display

Mobile

TV

eMail

SMS

Direct Mail

Analyze Target Measure

Other


Measurement Capabilities

Measurement is understanding

whether the impressions are

being exposed to the intended

audience.



Who are the target

audiences?

How did the target

audience segments perform?

Internet Display

Mobile

TV

eMail

SMS

Direct Mail

Analyze Target Measure

Other



Who are the target

audiences?

Analyze

The questions we are presented with more and more

relate to a deeper understanding of the audiences to target.

How do I create the best

audience segments for my campaign objectives?



Who are the target

audiences?

Analyze

Geography

Demographics

Conquest / Loyalty

Targeting Segments


Chevrolet Impala


Bloomberg – March 19, 2013

GM’s Sporty Impala Makeover Aimed at Exiting Rental Lots

The 2014 Impala debuting next month is everything its predecessor is not. The early buzz among car reviewers is that the reincarnated Impala is exciting to the eye, upscale to the touch and a good value starting at $27,535.

The restyled Impala could upstage its showroom sibling, the Chevy Malibu, GM’s struggling entry in the huge and hotly contested mid-size sedan market dominated by Toyota Motor Corp.’s Camry.

“We think the Impala is going to help the sales of the Malibu because it’s going to bring in an audience looking for a passionate car,” said Chris Perry, vice president of Chevrolet US marketing.

Steal sales from outsiders such as Taurus and Avalon . . .


Geographic Analysis


Geography

We expect network TV advertising dollars to erode as advances are made in more targeted TV options.

Understanding geographic differences can inform marketers on local ad spending decisions.

We should expect different markets to perform differently . . . impacting measurement metrics.

Can serve as an overlay for prioritizing consumer / household targeting.

We strongly recommend a geographic overlay as a starting point.


Market Analysis (Indices):

DMA Segment Impala Taurus Avalon Camry Chevrolet

New York 100 37 48 89 115 50

Detroit 285 361 552 20 36 227

Chicago 106 121 127 88 87 102

Los Angeles 64 14 28 76 167 62

Philadelphia 103 65 81 91 103 77

Dallas Ft. Worth 117 66 114 127 112 115

Houston 127 67 94 139 135 139

Washington D.C. 99 58 74 144 141 68

Atlanta 92 62 83 99 115 79

Boston 80 61 84 111 148 65

Cleveland Akron 121 156 226 90 87 124

Tampa St. Pete 99 89 75 122 122 79

Geography




New York 100 37 48 89 115 50

Detroit 285 361 552 20 36 227

Chicago 106 121 127 88 87 102

Los Angeles 64 14 28 76 167 62

Philadelphia 103 65 81 91 103 77

Dallas Ft. Worth 117 66 114 127 112 115

Houston 127 67 94 139 135 139

Washington D.C. 99 58 74 144 141 68

Atlanta 92 62 83 99 115 79

Boston 80 61 84 111 148 65

Cleveland Akron 121 156 226 90 87 124

Tampa St. Pete 99 89 75 122 122 79

Geography


Station Demographic Summary (Month of Dec '12)

Prime (7PM–10PM), Index, National

Index

Make/Model

FORD TOYOTA

Station Rating TAURUS AVALON

KFTH (UNIMAS-B) 0.3294 0.90 0.64

KHOU (CBS) 6.039 1.30 1.42

KIAH (CW) 1.764 0.94 0.91

KPRC (NBC) 5.508 1.11 1.13

KPXB (ION-B) 0.5413 1.05 0.99

KRIV (FOX) 2.767 1.15 1.26

KTBU (MEGA-B) 0.0860 0.73 0.60

KTMD (TELMUN-B) 0.6498 0.84 0.67

KTRK (ABC) 5.596 1.16 1.22

KTXH (MyNet) 1.498 0.92 0.92

KUBE (IND) 0.1668 1.24 1.29

KUHT (PBS) 0.8725 1.07 1.09

KXLN (UNIV-B) 3.201 0.91 0.73

KYAZ (AZA-B) 0.1471 0.98 0.92

KZJL (ESTRTV-B) 0.4166 1.11 0.89

Geography


Geography

Conclusions:

Smaller investment in Washington DC and Tampa St. Pete?

Los Angeles has interesting upside for the Impala?

Houston and Dallas have lots of upside.

Tools are being introduced that correlate auto buying behaviors with local station operators and programming.


Demographic Analysis


Demographics

Income Range Impala Taurus Avalon Camry

Less than $15K 162 110 82 109

$15K - $20K 147 103 65 108

$20K - $30K 157 106 80 108

$30K - $40K 153 112 83 107

$40K - $50K 135 110 88 107

$50K - $75K 112 105 94 106

$75K - $100K 87 102 97 102

$100K - $125K 74 95 119 99

$125K - $150K 65 94 115 95

Greater than $150K 47 83 123 80


Demographics

Age Range Impala Taurus Avalon Camry

18 – 24 134 104 91 103

25 – 34 122 98 73 102

35 – 44 129 101 89 102

45 – 54 126 106 92 101

55 – 64 112 104 98 101

65 – 74 93 99 104 100

74 + 72 96 109 97


Demographics

Ethnicity Impala Taurus Avalon Camry

African American 138 135 139 127

Asian 14 19 71 194

Eastern European 123 115 85 85

Eurasian 46 51 97 127

Hispanic 38 47 43 114

Middle Eastern 20 40 82 185

Pacific Islander 35 65 50 91

Western European 114 113 109 86


Demographics

Conclusions:

Current Impala buyers skew lower income and younger than referenced competitive set.

Toyota seems to have a nice dynamic occurring between the Camry and Avalon.

Is there an opportunity with Hispanics?


Conquest Behaviors


Impala Conquesting

Make Percentage

Chevrolet 54.2%

Buick 9.1%

Ford 6.2%

GMC 4.9%

Pontiac 4.3%

Dodge 3.6%

Toyota 2.4%

Honda 1.9%

Saturn 1.8%

Nissan 1.7%


Camry / Avalon Conquesting

Camry Percentage

Toyota 45.4%

Honda 11.6%

Chevrolet 6.4%

Ford 6.1%

Nissan 5.5%

Dodge 2.7%

Lexus 2.4%

Hyundai 2.4%

GMC 1.7%

Volkswagen 1.4%

Avalon Percentage

Toyota 50.9%

Honda 7.2%

Ford 5.8%

Chevrolet 5.7%

Nissan 3.6%

Lexus 3.4%

Buick 3.1%

Hyundai 2.1%

GMC 2.0%

Cadillac 1.8%


Taurus Conquesting

Make Percentage

Ford 59.2%

Chevrolet 6.1%

Mercury 5.7%

Toyota 3.5%

Dodge 2.8%

Lincoln 2.7%

Honda 2.5%

Nissan 2.2%

Chrysler 2.0%

Buick 1.8%


Conquest Behaviors

Conclusions:

GM should heavily market the new Impala directly to its own customers.

Probably would be interesting to consider marketing to households that don’t own a GM today, but have at some point in the past.

To conquest owners of Asian brands is going to need some sort of strong offer / incentive.


Summary

Digital has changed our targeting world significantly; we can now present impressions specifically to target consumers.

From our perspective, this is starting to put a premium on very clearly identifying who those target consumers are.

We can measure what audiences look like so can prove that we are reaching the target audience.

2013 polk aims presentation

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