think like a_network_know_your_market_and_delight_your_audience_through_data

– THINK LIKE A NETWORK –

What’s your Nielsen rating?Know your market and delight your audience through data

Ken Kolodziej | (617) 888-4080 | twitter @kenkolodziej

Thursday, May 22, 14

Networks have been using Nielsen ratings for decades to:• Measure audience• Evaluate success• Improve performance

The questions haven’t changed, but the way success is measured has…

Keeping up with the Nielsens

– 2013 SOURCES –

TV, DVR, web, etc…

115.8 million households with TV

20,000 households in sample

(.02% of the population)

– 1977 SOURCES –

TV only

71 million households with TV

1,200 households in sample(.002% of the population)

A changing world…

As the complexity of our world has increased, so has the sophistication of Nielsen measurements

…and auto is no exception

Our world in automotive has increased in complexity as well:

• We need better tools and data to know:• Who our customers are• What our customers respond to• Where our customers are

• So we can…• Measure audience• Evaluate success• Improve performance

What’s your Primetime?

Not your Father’s primetime…

Broadcasters know that their audience has shifted:

• Live / broadcast TV• DVR• Internet (video, Twitter)

Dealers know the same about their customers:

• Traditional media• Digital advertising• Social media• Multi-screens

Nielsen is responding

To give networks and advertisers a better picture, Nielsen is now countingDVR (Live+3, Live+7), Twitter, mobile devices, web-linked TVs, and more

How are you responding?

Dealers need their “Nielsen ratings” to help get better intelligence:• Google Analytics• Social media metrics

• Market share• Demographics / psychographics

How do you determine YOUR primetime?

How do you take advantage of YOUR primetime?

What are peak hours for visits to dealer sites?

• Desktop: 9 AM to 5 PM

• Mobile/tablet: 8 AM to 10 PM

What hours tend to see the most conversions?

• Form submissions: 10 AM to 4 PM (desktop)

• Mobile clicks to call (sales and VDPs): 1 PM to 6 PM

Know your metro:

• “Work in Manhattan, buy in New Jersey”

* From study of GA data from 15 dealer sites over 6-month timeframe

Who’s your demographic?

Why demographics matter

For a TV network, it’s all about selling advertising to generate revenue

• To sell advertising, networks need viewers

• Getting viewers requires programming that speaks to an audience

• Speaking to an audience requires knowing your audience

Targeting messaging

Networks often try to target a specific demographic with

programming tailored to them.Targeting shows help

sell targeted advertising

Ever watched a show andthought, “Man, this is awful”?

(It could just be a crappy show)

But you could also not bein the target demographic…

However, sometimes networks will hit the jackpot by appealing to the masses

Knowing the formula

NCIS #2Show on TV

35 millionWeekly viewers (Live+7)

200+Territories licensed around the world

NCIS: What’s the formula?• Boy-ishly appealing star• Short dialog; crimes on

the lighter side• Lots of “safe” humor• Self-contained episodes

(good for syndication)

Knowing the formula

Dealers don’t need to appeal to the masses

The good news: You don’t need to appeal to everyone• Data exists today to pinpoint who your customers are in your DMA / PMA, ZIP by

ZIP, and household by household

• Boston DMA example of new BMW owners:

ZIP: 01776 ZIP: 02062

Average income $184,000 $175,000

Channel Email (3:1 vs. Direct Mail) Email (3:1 vs. All others)

Advertising receptivity Newspaper (Over others) Traditional + digital

Targeting Brand strength, service, relationships Incentives, endorsements

Know YOUR formula

• Armed with information like this, you can hone the formula for your customers, ZIP by ZIP

• Relevant messaging means more relevant, and engaged, customers

What are your “ratings”?

The myth of numbers

Numbers only tell part of the story:There have been lots of shows cancelled – or almost cancelled – because of bad ratings that were brought back…

• Star Trek: The Original Series• Arrested Development• Family Guy• Futurama

What’s the most tweetedabout show on television?

The power of niche audiences

Huh?RATINGS ARE SO-SO…3.3 million per episode vs

17 million / 35 million for NCIS!

However, the mid-season finale generated:

70,000 tweets per minute and dominated 50% of conversations

about TV that evening!

The Tweens have spoken!

Back to quality

As dealers, we always have numbers thrown at us• Think PPC, with impressions

and click-throughs being popular metrics

• Or VDPs as a measure of website effectiveness

• These can be good indicators of exposure, but it’s important to dig deeper:

• Bounce rate• On-site engagement• Conversion rate

The results may surprise you...

Adjusting ad spend based on opportunity...

Who’s your competition?

The concept of “share”

A key input to a Nielsen rating is “share”

• Percentage of people watching TV that are watching a particular show

Competition is changing:

• As we saw: networks pushing Nielsen to add internet-based channels

• Networks “know” their competition is changing and that they need to evolve

Looking at data

Conventional wisdom doesn’t have to prevail!

Looking at data

Conventional wisdom doesn’t have to prevail!You might be surprised to learn that your biggest competitor is someone you never guessed!

Pop quiz, hotshot!

What are the top three Jeep Wrangler 4-door cross-shops?

Surprised by the answer?

The Ford F-150 and two sedans!

Putting it all together…

Not spending much here…

Not spending much here……but a lot of my brand being sold.

Now layer on demand and demographic data…

Market hot pickup in farmland and foothills…

…and compact hybrid in upscale urban areas.

Conclusion

As dealers, we can act more like networks!

• Let’s use the tools and data at our disposal to see:

• Who our customers are• What our customers respond to• Where our customers are

• So we can:• Measure audience• Evaluate success• Improve performance

Question recap: 1. What’s your primetime? 2. Who’s your demographic? 3. What are your “ratings”? 4. Who’s your competition?

think like a_network_know_your_market_and_delight_your_audience_through_data

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