2. Tested and Endorsed Xytes form of audience segmentation has the potential of taking us far beyond demographics on our profiling of television program audiences. Xyte has the audience measurement of the future. David Poltrack President of CBS Vision 3. Science of the MindIt is a new and disruptive way of identifying, measuring, and valuing people. 4. Cognofile Differences Thinking process Physiological Comfort zone Motivations Input preferences Retained memory 5. Couch Potatoes Who Watch the Most TV InitiateClassify21PracticalImplementOrganize4OperatePerform3 ClarifyPerceiveComposeVerbal151613PlanTheoryAnalyzeReliable145Conceptual 6. Perform Cognofile Thinking process People oriented, gut-feel decisions, comfortable w/emotions Prefers quick rewards now, routine work, literal interpretation Input senses are touch and action, abstract concepts difficult Messaging Explain in concrete and literal terms; give only one or two options Show how product can be worked into their routine Show immediate reward and how to feel good about self Provide lots of pictures; doesnt like to read Use endorsements and authority figures to persuade Buying Habits Will buy things for family and friends Enjoys hunting and gathering; touching and feeling the product Purchasing process should be fast and easy; to product home now More apt to shop dollar stores and Wal-Mart rather than Target Seeks payment plans for larger items since they arent big savers Impulse buyer, looking for a sale value, but not quality conscious 7. Analyze Cognofile Thinking process Extroverted, enjoys social interaction, thinks out loud, aggressive Thing oriented, logical decision-maker, uncomfortable with emotions Results oriented, time and details are important, likes structured systems Future oriented for rewards, grey areas, opportunities; dislikes routine work Input senses are intuition about things and speaking Messaging Provide quick results; pose a problem to solve Information best absorbed in a structure with logical reasoning and facts Unemotional in delivery; memories are held in sounds, words, visuals Often describes future implications Gives insights and analogies; compliments and praise Buying habits Does not like to shop, so purchasing is a planned event Can work with a great deal of complex information to choose products May say Ah ha! meaning I understand and hurry up Proactive buyer who will shop for quality and name brand Pursues logical, results-oriented course of action 8. XYTES COGNOGRAPHICS FOR AMERICAN IDOL Why do they watch this program Like reality and the tangible concreteness Lives vicariously through the emotional experiences of the contestants Enjoy routine work Believe in fate and luck Dislike change Live in the present Seek immediate rewards InitiatePerformClassify482OperatePracticalImplementOrganize1676Reliable5Addressable advertising to this cluster:1 PerceiveComposeVerbalClarify311913PlanTheoryAnalyzeConceptual14121014 Blue collar/physical work for living/ conservative beer loving crowd Take the written word literally Life is black and white Simple, quick pleasures/rewards Shopping is a form of entertainment Slapstick humor Country music in the background Show how to physically use the product Be tangibly hands-on Depict emotional happiness 9. CBS Drama CANE Promotion Father Knows Best promo was developed to attract the Body RowYoung Cast promo was developed to attract the Hand RowInitiatePerformClassifyReliableInitiatePerformClassifyReliable371127938OperatePracticalImplementOrganizeOperatePracticalImplementOrganize16155915410PerceiveComposeVerbalClarifyPerceiveComposeVerbalClarify62410621115PlanTheoryAnalyzeConceptualPlanTheoryAnalyzeConceptual111481312131416 10. Xytes Cognographics Benefits: Who does what and why Allows optimized media buys Tailored, personalized advertising Predictive regression analysis We can also track entire campaign results across multiple media platforms using single source data ... matched with Loyalty card data to fully demonstrate and deliver proof of ROI 11. Xytes Cognographics Xyte can be applied to any product category and will be a totally disruptive innovation that will overhaul the ad business leap-frog jumps closer to being in touch with the minds and hearts of the audience/consumers/people THANK YOU
