Mais conteúdo relacionado Semelhante a How your visitors behaviour is affected and how to use this to your advantage - Niels Vink | congres podiumkunsten 2012 (20) Mais de Promotie Podiumkunsten (20) How your visitors behaviour is affected and how to use this to your advantage - Niels Vink | congres podiumkunsten 20121. How your visitors behaviour is affected
… and how to use this to your advantage
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Experian Public.
2. Niels Vink
Consumer Insight Specialist @ Experian
37
year
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3. What does cola cost?
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4. What does cola cost?
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5. What does car seat cost?
Who needs a car seat?
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7. Drivers of Consumer Behaviour
Characteristics
Behaviour 37
year
Intention
Attitudes
Norms
Values
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8. Average Provincials
Values, attitudes and characteristics
Values Characteristics
Enjoying life Age 45-75 years
Social Recognition Families with teenagers
House owners
Attitudes
Too many foreigners in Holland Lower employees
Proud to be a Dutchman Gross annual income: €24k – €31k
I like to buy new clothing House value: €100k - €150k
Too much legislation and rules Medium floor space: 91 m2 - 136m2
Vote conservative (PVV) Medium educated
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9. Wealthy Terrace Owners
Values, attitudes and characteristics
Values Characteristics
Creating a better world Age 45-65 years
World peace Families with teenagers
House owners
Attitudes
Foreign aid to developing nations Higher employees/ directors
Ideas are more important than money Gross annual income: €73k - €97k
Donate to charity House value: €350k - €500k
Protect the environment Large floor space: >136 m2
Vote liberal (VVD) Highly educated
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10. Experian Data Sources
Geodan Kadaster
Navteq Dataland
Falkplan Andes RDC
Centraal GIS
Bureau voor de
Statistiek data Jonge Gezinnen
Registration
Registratie M&R
Trendbox data Developments
Onderzoeks-
Onderzoeks- data
Market
Cherridata
enresearch
lifestyle Kamer van
Koophandel
data
TNS Nipo Postnl
GfK Panel KPN Telecom
Services (TOF) NOM Experian
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11. Who lives here?
Example: Zipcode 2661RA
12x 15x
<45 45+
23x 4x
24x 3x
5x 22x
1x 26x
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12. Predict Consumer Behaviour based on
characteristics!
Characteristics
Behaviour 37
year
Intention
Attitudes
Norms
Values
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13. Mosaic Household
<45
year
Wealth
Age
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14. Good City Life
Digital Flat Owners
<45
year
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15. Moving
<45
year
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16. Mosaic Household
Kids and Careers
<45
year
Wealth
Age
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17. Experian Marketing Services
Our Clients
Finances-Insurance Retail Telco-Media Automotive-Travel
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18. Consumer Behaviour in cultural sector
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19. What do you need to do?
1. Gather characteristics, behaviours and attitudes/ values (or addresses!)
2. Determine the correlations to
► Find out the characteristics that influence the desired behaviour!
► Find your good customers
3. Start getting people to visiting your event/ museum/ theather!
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20. Contact
Niels Vink Experian Marketing Services
Consumer Insight Specialist Kantoorgebouw t Schip
T: 070 440 4458 Verheeskade 25, 2521 BE Den Haag
M: 06 1230 7351 Postbus 13128, 2501 EC Den Haag
niels.vink@nl.experian.com www.experian.nl
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