Abstract
Challenges in Market Segmentation - New Media Television Viewers
Track: Customer Analytics and Demographics
Author
A television network needs to have a very good profile of its viewers, & potential viewers, and those of competing networks, in order to present this profile most advantageously to advertisers. In this presentation, we will discuss how GIS, lifestyle segmentation, and mapping were developed and implemented for a new television network. The presentation will cover market segmentation, syndicated panel research, store trade area development, and mapping. It will feature the relation of the Esri Tapestry lifestyle segmentation to other segmentation systems in use by major advertisers like Anheuser Busch and Wal-Mart, in order to measure and present what the network delivers to these advertisers. We will demonstrate how the lifestyle paradigm offers far more granularity than the simple sex & age segments typically used in entertainment marketing to describe viewers, listeners & film-goers, & how retailers on the ground like WalMart take advantage of this business intelligence.
Richard Moore
Cal State University, Northridge
1817 34th St.
Santa Monica, California 90404
United States
Phone: 8188317607
E-mail: richard.moore@csun.edu
Steve Lackow
RPM Consulting LLC
17130 Devonshire St Ste 205
Northridge, California 91325
United States
Phone: 818-831-7617
E-mail: slackow@rpmconsulting.com