Understanding Your Owners - Amazon S3...Jul 13, 2016 · Understanding Your Owners July 13, 2016...

transcript

Understanding Your OwnersJuly 13, 2016

Jason Dunkel

jason.dunkel@environicsanalytics.ca

647-259-2811

@jdunkel_ea

Today’s Objectives

Help you understand:

• The segmentation study that was conducted

• How to use the available tools

• How you can apply this study to your owners

Agenda

• Background:

– Environics Analytics

– The 6 AIF Owner Segments

– PRIZM Segmentation

• The Segmentation Study

• Tools Available Now

• Building Upon This Analysis4

Background

ENVIRONICS ANALYTICS

Background:

THE 6 AIF OWNER SEGMENTS

Background:

How can we leverage existing research and gain new insights?

Introducing: AIF Owner’s Segments

• 6 Segments based on 2014 primary research study

• Segmented based on behaviours, intentions, vacation patterns, attitudes

Enthusiasts• Loyal owners, advocates

• Traditional timeshare

• Little interest in modifying portfolio

ENTHUSIASTS

CRITICS

CONVENTIONALISTS

Explorers

ROOKIES

Nostalgics

Explorers• Loyal owners, advocates

• Value flexibility

• Youngest segment (33% millennials)

• Most diverse segment

• Critical of home resorts, frequent transactions

ENTHUSIASTS

CRITICS

CONVENTIONALISTS

Explorers

ROOKIES

Nostalgics

Rookies• Loyal, active owners

• Appreciate flexibility

• New timeshare owners

ENTHUSIASTS

CRITICS

CONVENTIONALISTS

Explorers

ROOKIES

Nostalgics

Nostalgics• Established owners

• Advocate for “what it was” over “what it is”

• Low new purchase levels

• Low engagement

ENTHUSIASTS

CRITICS

CONVENTIONALISTS

Explorers

ROOKIES

Nostalgics

Conventionalists• High timeshare use but critical

of timeshare resorts

• Disappointment in return on investment

• Re-engagement necessary

ENTHUSIASTS

CRITICS

CONVENTIONALISTS

Explorers

ROOKIES

Nostalgics

Critics• Experiencing financial

difficulties

• Critical of timeshare

• Very low recent purchase

• Intent to sell timeshare interests

ENTHUSIASTS

CRITICS

CONVENTIONALISTS

Explorers

ROOKIES

Nostalgics

Life StageYounger Mature

*Size of bubble and % corresponds to the size of the segment in the AIF Owner’s Study

AIF Enthusiasts

AIF Rookies

25.8%AIF Explorers

AIF Conventionalists

AIF Critics11.7%

AIF Nostalgics 11.4%

Represents 1,700 respondents aligned to 6 AIF segments

PRIZM SEGMENTATION

Background:

DEMOGRAPHICS

$72,000

DEMOGRAPHICS

$82,000

Middle

DEMOGRAPHICS

$72,000

DEMOGRAPHICS

$82,000

Middle

DEMOGRAPHICS

$72,000

The Segmentation Study

Objectives of the Study• Increase use of the existing Owner’s Report

research

• Quantify markets of opportunity based on 6 Owner’s segments

• Provide greater detail on behaviours and values of 6 Owner’s segments

• Provide an actionable solution that can be applied by resorts

AIF PrimaryResearch

DemographicData

TravelSpending

ENTHUSIASTS

CRITICS

CONVENTIONALISTS

Explorers

ROOKIES

Nostalgics

The Alignment Process

AIF Owner DataAIF Primary

Research

Pop-Facts: Demographics

EthnicityEducation

Age Income Housing Tenure

Children

DemographicData

Marital Status

Labor Status

Consumer Buying Power: Travel

Food on tripHotel

Total spending Flight Local Transit

Entertainment

TravelSpending

AIF PrimaryResearch

DemographicData

TravelSpending

Non-Target33

Non-Target

ENTHUSIASTS

CRITICSCONVENTIONALISTS

Explorers ROOKIES

Nostalgics

Non-Target35

Non-Target36

Non-Target

ENTHUSIASTS

CRITICSCONVENTIONALISTS

Explorers

ROOKIESNostalgics

ROOKIES

ROOKIES:

PRIMARYRookies: SECONDARY

*Size of bubble and % corresponds to the size of the segment in the AIF Owner’s Study

AIF Enthusiasts

AIF Rookies

25.8%AIF Explorers

AIF Conventionalists

AIF Critics11.7%

AIF Nostalgics 11.4%

Represents 1,700 respondents aligned to 6 AIF segments

AIF Segments

Enthusiasts

Rookies

25.8%Explorers

Conventionalists

Critics11.7%

Nostalgics 11.4%

*Size of bubble and % corresponds to the size of the segment in the US market

Enthusiasts23.9% of Owner’s Study15.0% of Next Gen Study

Enthusiasts - Secondary1.6% of Owner's Study0.7% of Next Gen Study

Rookies13.8% of Owner's Study11.5% of Next Gen Study

Rookies - Secondary5.9% of Owner's Study

10.9% of Next Gen Study

Explorers - Secondary7.5% of Owner's Study

Explorers9.1% of Owner's Study

Conventionalists10.4% of Owner's Study5.7% of Next Gen Study

Critics3.4% of Owner's Study

Nostalgics11.0% of Owner's Study10.8% of Next Gen Study

PRIZM-Based Segments

*Size of bubble and % corresponds to the size of the segment in the US market

Enthusiasts23.9% of Owner’s Study15.0% of Next Gen Study

Rookies13.8% of Owner's Study11.5% of Next Gen Study

Explorers9.1% of Owner's Study

Conventionalists10.4% of Owner's Study5.7% of Next Gen Study

Critics3.4% of Owner's Study

Nostalgics11.0% of Owner's Study10.8% of Next Gen Study

Learning More About these segments…

Travel Spending Per Year

Enthusiasts Explorers Rookies Nostalgics

Total Avg. Travel Spending $4,165 $3,366 $ 3,552 $2,127

Airline Fares on Trips $1,220 $1,039 $ 1,038 $587

Lodging While Out of Town $1,023 $790 $ 869 $556

Out of Town Entertainment Expense

$944 $769 $ 822 $475

Food and Beverages on Trips $583 $457 $ 486 $309

Local Transportation, Out of Town Trips

$176 $144 $ 150 $82

Travel Items, Luggage $117 $94 $ 102 $66

Ship Fares on Trips $88 $62 $ 72 $43

Taxi Fares and Limo Service on Trips

$14 $10 $ 12 $8

Top Destinations

ENTHUSIASTS Explorers

Nostalgics

Top Domestic % Pen

Las Vegas 4.3

New York City 3.3

Washington, D.C. 3.0

Chicago 2.8

Los Angeles 2.1

Top Destinations % Pen

Caribbean 8.1

Mexico 7.2

Canada 5.2

Europe 4.6

Bahamas 3.2

Top Domestic % Pen

New York City 9.4

Las Vegas 8.6

Los Angeles 5.0

Chicago 3.6

Caribbean 14.2

Europe 13.3

Mexico 11.5

Canada 11.3

Hawaii 7.5

Top Domestic % Pen

New York City 13.2

Las Vegas 12.1

Los Angeles 10.2

Mexico 4.4

Europe 14.4

Caribbean 13.5

Mexico 13.3

Canada 11.0

Hawaii 8.4

ROOKIES

Top Domestic % Pen

Las Vegas 9.3

New York City 8.8

Los Angeles 5.5

Chicago 3.7

Caribbean 14.0

Mexico 11.9

Europe 11.4

Canada 9.8

Hawaii 6.8

Top Leisure Activities

Nostalgics

Skiing/Snowboarding

ROOKIES

Yoga/Pilates

BoatingGolf Tennis Tennis Running Soccer

Cycling Yoga/Pilates

Golf Boating Fishing CampingBoating Hunting

Top Magazines

ROOKIES Nostalgics

Parade79%

People54%

Better H&G43%

Time32%

Consumer Reports

Time32%

National Geographic

Cosmo26%

US Weekly25%

Parade77%

People53%

Time30%

US Weekly25%

Cosmo22%

Family Circle26.5%

Woman’s Day25%

Reader’s Digest24%

Good House-keeping

Ladies’ Home

Journal22%

Top TV Genres

Nostalgics

Genre % Pen Index Genre % Pen Index

Movies 63.0 98 Dramas 39.8 106

Comedies 58.2 101 Local news - AM 37.4 97

Sports 46.6 110 Documentaries 36.5 107

Local news - PM 46.4 100 National news 30.5 116

Mystery/crime 40.5 102 Local news - late 22.0 90

Movies 69.8 109 Science fiction 24.1 112

Comedies 63.6 111 Reality - talent 17.8 108

Sports 44.7 106 Late night talk 17.7 121

Dramas 44.4 118 Music videos 14.7 104

Documentaries 39.9 117 Reality - dating 7.7 122

Movies 62.3 97 Reality - adventure 18.4 102

Local news - PM 49.9 107 Daytime talk 14.8 104

Local news - AM 40.7 106 Religious 14.5 124

Mystery/crime 40.2 101 Music videos 14.5 102

Game shows 24.8 106 Daytime soaps 10.1 125

ROOKIES

Movies 65.4 102 Dramas 40.7 108

Comedies 60.8 106 Documentaries 36.7 108

Sports 46.4 110 Local news - AM 36.5 95

Local news - PM 44.0 95 National news 28.2 107

Mystery/crime 40.7 102 Local news - late 22.7 93

Tools Available Now

AIF Research

Quantify and Locate Table

• Prioritize markets for:

– Marketing investment

– Event attendance

– Partnership opportunities

Quantify and Locate Table

SEE EXCEL SPREADSHEET

Segment Personas

• Better understand your owners and inform marketing decisions:

– Traditional Media Mix

– Digital Strategy

– Partnership opportunities

– Product development

Segment Personas

SEE Segment PERSONAS

Target The AIF Segments WITH PRIZM

PRIZM Premier Segments: 02, 06, 14, 15, 16, 19, 22, 23

Target The AIF Segments WITH PRIZM

• Target these segments through:

– Digital advertising – segments integrated into DSPs, DMPs, Trading Desks

– Social Media marketing – segments integrated into Facebook

– Email marketing

– Direct mail (unaddressed and addressed)

PRIZM Premier Segments: 02, 06, 14, 15, 16, 19, 22, 23

Building upon This Analysis

Learn More about the Segments

• The included personas are summaries – much more data is available

• Learn about additional behaviours – i.e. what types of food and drink do Enthusiasts prefer?

• Expand upon the included categories – i.e. what professional sports do Rookies most like to watch?

Map it to the Local Level

• Use maps to identify where within specific markets potential exists

• Inform out-of-home campaigns based on neighbourhood segments, or based on transit routes

• Target Adwords campaigns based on ZIPs

Making It More Relevant for You• EA can analyze YOUR owner data through the lens of

the AIF segments

• Customize the segments to your owners

• Identify the key segments for existing and potential owners based on your data

• Learn which markets your owners are coming from and where opportunities exist

• Measure response to campaigns on a segment-by-segment basis

Add Map

In summary

• The 6 owners segments were linked to PRIZM to provide more value to the research

• The tools from the segmentation analysis are available to help you better plan and strategize

• Custom analysis is available using the AIF segments through Environics Analytics

Questions?

THANK YOU!!! Jason Dunkeljason.dunkel@environicsanalytics.ca

@jdunkel_EA647-259-2811

Understanding Your Owners - Amazon S3...Jul 13, 2016 · Understanding Your Owners July 13, 2016...

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