The document discusses using segmentation and profiling to target online audiences. It provides examples of segmenting people with diabetes based on their interests and online behaviors. The document also profiles millennials, discussing their demographics, online activities, and preferences. It emphasizes understanding audiences to develop targeted content and marketing opportunities.

1. Fine-Tuning Content
The Road to Search and
Audience Segmentation
December 13, 2012
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2. Today’s Discussion
• Segmentation & Profiles
• Insights
• Targeting
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3. Challenges with search
Difficult to
understand intent
before reaching
Majority of searches websites
tend to be branded &
navigational
Specific
industries rely on
paid search with
brands & popular
generic terms
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4. Segmentation & Profiling
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5. Creating the segment…
ConsumerView
Self-reported as
having Type 2
Diabetes
Identifying
those with Type
2 Diabetes
online
Online Behavior
• Visited diabetes-focused
websites
• Searched on diabetes-
related terms
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6. Understanding their interests
Search is most commonly
visited category
Not as active on
social networks
More likely to
consume news online
Visits portals &
lifestyle content
Researches
travel
Interested in
recipes & food
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content
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7. Interest in health & fitness by Type 1 Diabetics
High interest
in Wellbeing
Likely to visit
Pharma websites
Researches
physicians online
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8. Identify content opportunities based upon interests
Travel All inclusive Bermuda vacations
Apparel & Accessories
2012 summer fashion
What to bring on vacation Sandals with orthotics built in
Disney Epcot Vacation Packages Merrell running sandals
How to pack for a beach vacation Silicone medical id bracelets
Fashion alert medical jewelry
Vacation in Myrtle Beach
Medical jewelry for women
Last minute cruises
Carnival cruise Medical alert jewelry
Healthy summer recipes Pilates Yoga
Diabetics diet
Easy diabetic chicken recipes
Weight Watchers point diet
low carb recipes endomorph diet menu
blackberry bars recipe without sugar Gluten free diet Mediterranean diet
low carb tuna casserole recipe raw food diet cure diabetes
nutritious recipes for diabetic meals Belly fat diet vegan & vegetarian diets
Recipes recipes for high fiber smoothies High fiber diet Diet & Exercise
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9. Integrating interests to develop content ideas
Packing
• Cruises & • Tips for
destinations checklists managing diet
that promote • Appropriate shoes & sandals & exercise
healthy living • Medicine
• Medical ID bracelets
with diabetes reminders
• Best ways to carry medicine &
devices for travel
• Healthy snack suggestions
Planning a • Diet & exercise trackers While
vacation traveling
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10. Millennials
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11. Profiling Millennials
Median Age 26
College Graduate 24%
Married 34%
Homeowner 60%
Median HH Income $60,779
Average Discretionary Spend $11,317
Race Ethnicity Early Adopters
12% 23% 14%
8% 37%
13% 16%
68%
77%
15% 18%
White Black Asian Other Hispanic Non-Hispanic Far Below Average Below Average
Average Above Average
Far Above Average
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Experian Public. Source: Spring 2012 NHCS Adult Survey 12-month; Target: Millennials defined as A18-34 11

12. Profiling Early Adopter Millennials
Early Adopters Other Psychographics:
“I spend less time sleeping
because of the Internet”
“I like to make a unique fashion
statement”
Far Above Average “I’ll try any new diet”
Index: 150
Reach: 37% “I want to get to the very top of my
Above Average career”
Index: 120
Reach: 15% “Marijuana should be legalized”
“People often ask my opinion when
buying new technology”
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Experian Public. Source: Spring 2012 NHCS Adult Survey 12-month; Target: Millennials; Psychographic Statements Index >110 12

13. Navigation to retail websites by Millennials
More likely to visit search &
social before a retail website
Less likely to visit email &
reward & directories before
a retail website
More likely to visit fashion
content & portals before a
retail website
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14. Social influence of Early Adopter Millennials
“I am more likely to purchase products I see advertised on social
sharing/networking website” (Index: 135)
“I like to follow my favorite brands or companies on social
sharing/networking websites” (Index: 121)
Millenial Traffic Growth
From April 2012 to August 2012
-50% -30% -10% 10% 30% 50% 70% 90% 110%
Source: Spring 2012 NHCS Adult All rights reserved.
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Survey 12-month; Base: Millennials and Social Media Visits; Target: Early Adopters; Index>110; *Base: Millennials and Social Activity Platforms last 7 days

15. Consecutive media usage by Early Adopter Millennials
While Watching TV….
27% Use Internet Other than Email
17% Use Mobile Phone
13% Sent or Received Email
12% Used Instant Messenger
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Experian Public. Source: Fall 2011 New Media; Base: Millennials &1 Hr or more Internet Usage in last 7 days; Target: Early Adopters 15

16. Top mobile activities by Early Adopter Millennials
Mobile Activities
IM/Chat 132
Read Media 126
Listen to Music 122
Email 120
Watch DL/Stream Video 120
Visit Websites 117
Social Network/Blog 116
Play Games 116
Text 101
Talk 99
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Experian Public. Source: Spring 2012 Simmons Connect; Base: Millennials and Mobile Activities did last 7 days; Target: Early Adopters 16

17. Music preferences of Millennials
Searches for Bands & Artists by Millennials
Millennials Online Pop
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18. Millennials expect transparency and easy to find
personal information
Search Term Variations for ‘Beyonce’
Millennials Online Pop
Tumblr
Hair
Obama
Jay Z
Pregnancy
rumors
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19. Key Takeaways
Profile
• Identify the audience you wish to reach using
demographics, online behavior and self-reported
behavior.
Insights
• Learn more about the desired consumers’ interests
and search behavior to uncover additional content &
merchandising opportunities.
Targeting
• Develop content and partnerships that will appeal to
your audience and also capture additional search
traffic.
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20. Thanks!
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