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Experian NBTC NIPO Klantdag 2009
1.
Effectieve 1-op-1 marketing
in de vakantiemarkt Voor een beter rendement op uw marketing activiteiten Edwin van der Harst Experian Nederland BV NBTC-NIPO Research Klantenmiddag Schiphol, 12 november 2009 © Experian Limited 2009. All rights reserved. Experian and the marks used herein are service marks or registered trademarks of Experian Limited. Other product and company names mentioned herein may be the trademarks of their respective owners. No part of this copyrighted work may be reproduced, modified, or distributed in any form or manner without the prior written permission of Experian Limited.
2.
Wie zijn wij?
Experian biedt marketing informatie oplossingen om uw bedrijfsresultaat te verbeteren. USP: onze kennis van markten, economie en consumenten. Sinds 1986 actief in Nederland. Sectoren: retail, vastgoed, financiële dienstverlening, telecom, energie, overheid en Travel & Leisure. Klanten in 65 landen. 15.500 medewerkers. Omzet € 2,6 miljard per jaar. © Experian Limited 2009. All rights reserved. 2
3.
Wat doet Experian? Inzicht
geven in uw klanten en prospects Wat voor type reis? En… wie niet? Wat past bij mijn klant? Wat is mijn doelgroep? Wat kan ik aanbieden? Oriëntatiemoment? Reismotivatie? Internet of reisbureau? Boekingsmoment? Klantbehoeften? Rechtstreeks of via adviseur? © Experian Limited 2009. All rights reserved. 3
4.
Doel: compleet klant-
en marktprofiel maken Om succesvol en met focus reizen te verkopen © Experian Limited 2009. All rights reserved. 4
5.
Hoe komen wij
aan onze informatie? Bronnen Experian data Geodan Kadaster Navteq Dataland Falkplan Andes RDC Centraal GIS Bureau voor de Statistiek data Jonge Gezinnen Registratie Registratie M&R Trendbox data Onderzoeks- data Developments Markt- Cherridata en lifestyle onderzoek Kamer van Koophandel data TNS Nipo TNT Post GfK Panel KPN Telecom Services (TOF) NOM Experian © Experian Limited 2009. All rights reserved. 5
6.
MOSAIC Huishouden Startpunt voor
segmentatie Segmentatie van alle 7,2 miljoen Nederlandse huishoudens in: 10 Groepen 44 Typen Verfijnde, dynamische segmentatie naar levensfase Demografische en lifestyle informatie CVO vakantiekenmerken © Experian Limited 2009. All rights reserved. 6
7.
Tot welke segmenten
behoren uw klanten? En welk reisaanbod past hier het best bij? I37 Status / Inkomen I36 I De Welgestelden De Succesvolle Gezinnen F21 De Dynamische Families D H29 F I40 D12 F20 F18 I39 Het Landelijke G22 H31 I38 H Gezinsleven F19 H32 H35 D11 G23 H33 H34 De Ontwikkelde B G25 G26 B05 H30 Stedelingen G24 B06 G27 G De Traditionalisten G28 A02 B07 J43 De Vrije Geesten A E14 A03 E15 J E13 C09 De Pensioengenieters A01 E17 E16 E J41 A04 C08 C10 J44 C De Knokkers De Modale J42 Burgers © Experian Limited 2009. All rights reserved. 7 Samenwonenden Senioren Alleenstaanden Gezinnen Gepensioneerden
8.
Travel Experian Mosaic Travel Het
CVO doorvertaald naar individuele huishoudens Experian Mosaic Huishouden + NBTC-NIPO CVO = Mosaic Travel 265+ scoremodellen op individueel huishoudniveau + Mosaic segmentatie Bestemming buitenland Reisgezelschap Bestemming Nederland Reisinformatie Boeking Reiskosten Logiesvorm algemeen Reisperiode Logiesvorm buitenland Transitlanden Logiesvorm Nederland Vakantietype Organisatiegraad Verblijfsduur Reisactiviteiten Verblijfsomgeving Vervoermiddel © Experian Limited 2009. All rights reserved. 8
9.
Matchen van klantbehoeften
aan uw aanbod Op basis van Mosaic en Continu Vakantie Onderzoek Natuur Caravan Stedentrip Nederland Hotel Turkije Canarische Eilanden © Experian Limited 2009. All rights reserved. 9
10.
Case Reisbureau ‘t
Zonnetje Waar komen de klanten vandaan? © Experian Limited 2009. All rights reserved. 10
11.
Wat is de
Mosaic doelgroep? Case Reisbureau ‘t Zonnetje © Experian Limited 2009. All rights reserved. 11
12.
Wie zijn Mosaic
Type B05: Cultuurgenieters? Case Reisbureau ‘t Zonnetje © Experian Limited 2009. All rights reserved. 12
13.
Wie zijn Mosaic
Type I38: Gefortuneerde Cosmopolieten? Case Reisbureau ‘t Zonnetje © Experian Limited 2009. All rights reserved. 13
14.
Wie zijn Mosaic
Type I38: Gefortuneerde Cosmopolieten? Case Reisbureau ‘t Zonnetje © Experian Limited 2009. All rights reserved. 14
15.
Na huishoud informatie:
nu ook persoonsgegevens Introductie van PersonView © Experian Limited 2009. All rights reserved. 15
16.
Verschillen boekingskenmerken Mosaic
Typen Case Reisbureau ‘t Zonnetje Kenmerk Cultuurgenieters Gefortuneerde Kosmopolieten Reisperiode mei Buiten de september zomermaanden Boekingsperiode augustus september november november Service Reisverzekering Geen aanvullende verzekeringen © Experian Limited 2009. All rights reserved. 16
17.
Vakantievoorkeuren Mosaic Typen Case
Reisbureau ‘t Zonnetje Kenmerk Cultuurgenieters Gefortuneerde Kosmopolieten Type reis Cultuur reizen Verre (cultuur)reizen Stedentrips Organisatiegraad Pakketreis Wil vervoer Hotelrondreis zelf regelen Vakantielanden Benelux Italië Duitsland Zwitserland Spanje USA Portugal © Experian Limited 2009. All rights reserved. 17
18.
Hoe bereik je
de doelgroep? Met kennis van kanaal- en mediavoorkeuren Welke media gebruikt elke Mosaic Type? Welk medium wordt het meest gewaardeerd? Hoe verzamelt elk Mosaic Type informatie voor men boekt? Hoe is het gebruik van traditionele kanalen vs nieuwe media? Wie heeft behoefte aan persoonlijk contact en reisadvies? © Experian Limited 2009. All rights reserved. 18
19.
Wat is het
klantpotentieel en waar bereik je ze? Case Reisbureau ‘t Zonnetje © Experian Limited 2009. All rights reserved. 19
20.
Voorbeeld potentieelberekening Case reisbureau
netwerk © Experian Limited 2009. All rights reserved. 20
21.
Voorbeeld Location Insight Voor
vestigingsplaatsbeleid Voor reisbureaus Omzetpotentieel berekening Benchmarking Vestigingsplaats beoordeling: potentieel en kanibalisatie-effecten Scenario berekeningen Voor touroperators Bij welke reisbureaus moet ik aanwezig zijn met mijn programma? Creëren van verzorgingsgebieden Analyseren van klantprofielen Ontwikkelen omzetvoorspellingsmodel Berekenen perfomance per vestiging Doorrekenen scenario’s en netwerkplan © Experian Limited 2009. All rights reserved. 21
22.
Voorbeeld klantbepaling wintersport
potentieel Reisbureau De Zwarte Piste © Experian Limited 2009. All rights reserved. 22
23.
Wat levert Mosaic
u op aan resultaten? Betere kennis van uw klanten, van uw markt- omgeving en van uw potentiële klanten. Het juiste reisaanbod voor de juiste persoon. Gerichte werving van nieuw klanten. Effectiever gebruik van uw communicatiebudget. Verhoogd rendement uit meetbare marketing inspanningen. © Experian Limited 2009. All rights reserved. 23
24.
Vragen?
© Experian Limited 2009. All rights reserved. 24
25.
Dank voor uw
aandacht! Edwin van der Harst Business Development Manager Travel & Leisure Experian Nederland BV Verheeskade 25 2521 BE Den Haag T 070 – 440 4469 M 06 – 4042 3539 E edwin.van.der.harst@nl.experian.com © Experian Limited 2009. All rights reserved. 2008. 25
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