Meet the Tribes V9.0. Meet the Tribes

Transcription

1 Meet the Tribes V9.0 Meet the Tribes

2 Contents geotribes introduction....3 geotribes segment profiles... geotribes 15 summary descriptors T1 T2 T3 T4 T5 Rockafellas Achievers Fortunats Crusaders Preppies T6 Independents T7 Suburban Splendour T8 Twixters T9 Debtstars T10 Boomers T11 True Blues T12 Struggleville T13 Grey Power T14 Survivors T15 Slender Meanz geotribes segment maps...30 Copyright RDA Research

3 introduction geotribes is rda s powerful needs-based geodemographic segmentation system featuring readily recognised segments, like Rockafellas, Boomers, Stuggleville and Grey Power. geotribes segments divide the market of Persons 18+ by social rank & lifecycle stage. In geotribes, social rank is represented by socioeconomic status. The geotribes scheme is ranked in descending socioeconomic status order. The segments create a business intelligence framework supporting capabilities like Data Enhancement geotribes is a powerful system for data enhancement. Based on only address and age, geotribes allows marketers to place their customers, stores and marketing activities into a readily applied Socio-economic and Lifecycle Stage framework. Knowledge Integration geotribes allows marketers to integrate insights from multiple research & knowledge sources into a single needs-based targeting framework. Multi-Channel Execution geotribes enables flexible targeting of propositions & campaigns to a single, consistent target group, executed across a broad range of channels, spanning both CRM and acquisition. The Australian national % composition of geotribes is % T1 Rockafellas 7.0 T2 Achievers 10.1 T3 Fortunats 6.5 T4 Crusaders 4.8 T5 Preppies 3.7 T6 Independents 5.0 T7 Suburban Splendour 8.3 T8 Twixters 4.2 T9 Debtstars 10.6 T10 Boomers 7.0 T11 True Blues 6.4 T12 Struggleville 7.3 T13 Grey Power 5.1 T14 Survivors 8.9 T15 Slender Meanz 5.1 geotribes segments are available at CD, postcode or higher levels or as database tags using rda s easytag adaptive data tagging system. Copyright RDA Research

4 is a unique geodemographic system which combines... geotr ibes An advanced, person-level, needs-driven, multi-channel, global geodemographic segmentation scheme A versatile web-service platform that provides flexible access 24/7 Copyright RDA Research

5 Why? geotribes builds on the strengths of traditional geodemographic systems... o o o o o Turn-key segmentation with no development risk. Easily tagged via location/address details. Built to population providing a back-drop for benchmarking & gap analysis. Privacy compliant with no PII used in building or fitting the segments. Discrimination between the segments is based on underlying needs, giving a powerful overarching framework. geotribes overcomes major shortcomings of traditional geodemographics (like Mosaic & geosmart)... o o o o o 15 segments are easier to remember & understand than 50 or so, especially for senior management & casual users. Person-level segments give better visualization than blends of people, households & dwellings. Using Factual age in fitment gives superior discrimination for lifecycle exposed categories, like Telco, Financial Services, Recreation & Retail. Multiple fitment engines enable use with a broader range of research, planning & execution options. Turn-key customised segment schemes, go beyond a one-size-fits-all approach. geotribes has been enhanced by... o o o o Providing Internet access 24/7 with flexible input formats & protocols including real time database tagging. Building a standardized global format to support multi-market planning. Providing training, technical backup & applications support by the experienced & friendly technical team who developed the system. Developing geotribes as a Total Solution for Integrated Multi-channel marketing. Copyright RDA Research

6 is based on the two universal dimensions of Lifecycle Stage and Social Rank... Affluent 2 Social Rank represents our ability to make our Lifecycle journey better through the resources we get from our education, employment & income. Social Rank (SES) Social Rank drives the quality of solutions which people choose to meet their needs. 1 Lifecycle represents the common stages in life s journey, based on age and family structure. Poor Lifecycle Stage is a strong driver of the type of needs which arise across all areas of peoples lives. Younger Lifecycle Stage Older Copyright RDA Research

7 Socioeconomic Status The Social Rank dimension is implemented as 10 Deciles and the Lifecycle Stage dimension as 8 Stages to form the matrix of 80 cells Affluent Social Rank (SES) Poor Living 1 at Young 2 Young 3 Middle 4Aged Mature 5 Mature 6 Early 7 Late 8 Home Independents Families Families Families Independents Seniors Seniors Lifecycle Stage A B C D E F G H Younger Lifecycle Stage Older Copyright RDA Research

8 Needs vary across the matrix in line with differing circumstances 10 9 Affluent 8 7 Social Rank (SES) Poor Living at Home A Young Independents B Young Families C Middle Aged Families D Mature Families E Mature Independents F Early Seniors G Late Seniors H Younger Lifecycle Stage Older Copyright RDA Research

9 The segments inherit the needs profiles from their location in the matrix 10 9 Affluent 8 7 Social Rank (SES) Poor Living at Home A Young Independents B Young Families C Middle Aged Families D Mature Families E Mature Independents F Early Seniors G Late Seniors H Younger Lifecycle Stage Older Copyright RDA Research

10 The essence of the needs profile for each contemporary name segment is captured in an engaging 10 9 Affluent 8 7 Social Rank (SES) Poor Living at Home A Young Independents B Young Families C Middle Aged Families D Mature Families E Mature Independents F Early Seniors G Late Seniors H Younger Lifecycle Stage Older Copyright RDA Research

11 facilitates powerful data enhancement, efficient knowledge integration, consistent targeting & flexible execution across multiple channels Panels / Tracking Web Communities Web Analytics Retail Catchment Profiling Response Data Media Profiling Systems Knowledge Integration Database Profiling Quantitative Surveys Qual Groups Value Models Value Modeling Cohort Benchmarking Segment Mapping Market Size & Gaps Database Profiling Data Enhancement CRM Needs Visualisation Multi- Channel Execution Digital CRM Broadcast & Print Direct / Doorknock Outdoor Signage Call Centre Letterbox / Unaddressed Mail Retail Location, Merchandising & Intercept Copyright RDA Research

12 segment profiles... Copyright RDA Research

13 Taken as a set the archetypes enable marketers to engage with their customers across the full range of consumer need.states Meet the Tribes Copyright RDA Research 2011

14 summary descriptors... Rockafellas Independents True Blues T1 Affluent mature families. Very high incomes & discretionary spend. Mature children. High home ownership & investments. Spend on fresh food, recreation, culture, school fees & books. T6 Young singles & couples. Renting. High household debt & spend on credit cards. Studying full or part time. Attending popular music concerts, cinemas & browsing the Internet. Spend on beer, magazines, books & cigarettes. T11 Blue collar mature families & pre-retiree singles or couples. Lower SES. Long working hours. Spend on vehicle maintenance. Invest for retirement. Prospects of working into older age. Achievers Suburban Splendour T2 Ambitious younger & middle aged families. Higher SES with high levels of household & personal income. High household spend. Younger children. High mortgage payments, credit card debt & consumer loans. T7 Middle class mature families. Middle aged families with dependent children. Have computer games, mobile phones DVD Players & Pay TV. Spend on snack & fast food, school fees, vehicle maintenance & children s clothing. High mortgage debt & interest payment on credit. T12 Struggling young & middle aged families. Lower SES. Lower SES. Young children. Spend on infant s clothing, cigarettes & essentials. Employment problems. Divorces. Lone parents. Consumer debt. Government income support. Fortunats Twixters Grey Power T3 Financially secure retirees & pre-retirees. Incomes primarily from superannuation & investments. Spend on recreation, healthcare, wine & holidays. Read newspapers & make charitable donations. Crusaders T8 Mature children living at home. Many part & full time students. High household income & spend. Attend cinemas, use s & the Internet. Spend on fast food & vehicle maintenance, travel, sport participation & Pay TV. Employment problems. Social networks. debtstars T13 Better off retirees. Home ownership. Home ownership. Cash investments. Voluntary work. Religious & community involvement. Spend on healthcare, fuel & power & other basics. Survivors T4 Career-oriented singles & couples. High earned incomes & hours worked. Spend on fast food, cinemas, recreation & Internet purchases. Higher occupational status, especially professionals. T9 Financially extended younger families. Middle-SES with high levels of mortgage, credit card & consumer debt. Infants & young children. Spend on fast food, snacks & confectionary, vehicle maintenance, homemaker goods & recreation. T14 Retirees living on minimal incomes. Subsistence living on government benefits. Spend on basics, healthcare, household services & food. Boomers T5 Mature children of affluent parents. Privately schooled, university educated. Orientated towards recreation & travel. Living with their affluent parents & certain of a good place in life. T10 White collar post family pre-retirees. Middle SES singles & couples. Investments, especially in property, cash investments & shares. Spend on recreation, newspapers & medical expenses. T15 People living in underprivileged circumstances. Living on government benefits. Public housing. Unemployment, dislocation, divorces & personal trauma. Copyright RDA Research

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30 Lvl 4 11 Rangers Road Neutral Bay NSW 2089 Australia t Copyright RDA Research All rights reserved. All information deemed to be correct at time of publication. Subject to revision without notice. RDA Research maintains intellectual property rights over all information and material included in this document. No part of the document or information contained herein may be copied or used in any way without the express permission of RDA Research. RDA Research ABN Meet the Tribes V9.0. (Part 1)ppt 26/07/2011