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Cruising for Customers
Driving Marketing Strategies through
Audience Segmentation
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Today’s Discussion
Driving Strategies Through Audience Segmentation
Behavioral Audience Segmentation
Mosaic & Psychographic Segmentation
Identifying Social Opportunities
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Experian Consumer Expectation Index Continued decline in consumer confidence
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Market Share of Visits to Travel Segments Visits to Travel websites increased despite uncertainty
OTAs +13%
Airlines +17%
Hotel Suppliers +24%
Car Rentals +13%
Cruises +17%
YoY Growth
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Top Generic Travel Search Terms Growth for last minute & all inclusive packages
1. airline tickets
2. cheap airline tickets
3. rental cars
4. car rental
5. flights
6. hotels
7. cruises
8. cheap hotels
9. airlines
10. car rentals
• last minute travel
• last minute cruises
• all inclusive resorts
• cheap vacation packages
• cruise deals
• all inclusive vacations
• vacation rentals
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Behavioral Audience Segmentation
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Audience Segmentation Creation of the customized target segment
Identified users that searched for ‘cruise-related’ terms
Websites
Search Terms
Demographics
Lifestage & Psychographics
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Demographics of Cruise Searchers Shifts in age & income during peak months
Source: Experian Hitwise Custom Analysis
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Top Websites Visited by Cruise Searchers Under-indexing for Facebook visitation
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Mosaic & Psychographic Segmentation
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Experian Mosaic What is Mosaic?
Mosaic USA is a household-based consumer lifestyle segmentation system that classifies all U.S. households and neighborhoods into unique segments and overarching groups, providing a 360⁰ view of consumers’ choices, preferences and habits to enhance the understanding of households’ lifestyles.
71 Segments and 19 Groups
Complete insights into online & offline behaviors, preferences of households
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Mosaic Type – Digital Dependents Online channel provides key marketing opportunity
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Mosaic Segments – Previous Cruise Customers Power Elite & Booming with Confidence are key segments
Have taken a cruise ship vacation in last 3 years
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Mosaic Segments – Previous Cruise Customers Using segmentation to identify specific interests
Have taken a cruise ship vacation in last 3 years
Source: Experian Simmons & Hitwise
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Using Segmentation to Identify Social Opportunities
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Facebook.com Usage largely mirrors overall population
• 1 in 10 of all Internet visits
• 22% of all page views
• 20 minutes per average visit
Source: Experian Hitwise, excludes mobile traffic
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Top Social Networking Websites New entrants like Google+ and Pinterest captured visits
7x
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Downstream Traffic from Cruises Social networks & email are a common destination
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Upstream Websites to NCL’s Facebook Page Email & Norwegian website top referral sources
Source: Experian Hitwise Custom Analysis
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Mosaic Segments – Visitors to Norwegian FB Page Significant share from Family-oriented segments
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Sources of Traffic to Social Networks Efforts via email & social networks are complimentary
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Mosaic Segments – Social Networks Key cruising group Booming with Confidence also social
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Mosaic Segments – Cruises & Social Networks Identify additional groups to target via social platforms
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Key Takeaways
Consumer confidence has declined, however there are increased visits to Travel websites to suggest some demand & researching of potential trips. Consumers are seeking out last-minute travel deals and all-inclusive cruise & vacation packages.
Use segmentation to understand additional behaviors beyond demographics around target customers. Booming with Confidence is a key segment for Cruises & are also reachable through social networks.
Social networks & email are a common destination after visiting Cruise websites, offering opportunities to compliment marketing messages to reinforce the relationship with the customer.
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