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STRATFOR Marketing and Customer Insights

STRATFOR Marketing and Customer Insights. Segmentation Analysis and Strategic Recommendations Nov. 29, 2011. Team Introductions. Anne Hallock – MBA, Communications Arda Ertem – MSc., Stockholm School of Economics Bob Searson – MA, Advertising Lilit Mouradian – MA, Advertising

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STRATFOR Marketing and Customer Insights

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  1. STRATFOR Marketing and Customer Insights Segmentation Analysis and Strategic Recommendations Nov. 29, 2011

  2. Team Introductions Anne Hallock – MBA, Communications ArdaErtem– MSc., Stockholm School of Economics Bob Searson– MA, Advertising LilitMouradian– MA, Advertising Adrian Freeberg – MBA, Strategy and Business Development

  3. Team Task Determine key market segments Recommend how to reach them Identify resonating core messages

  4. Project Methodology

  5. Subscriber Survey Objective: To understand the needs of current customers so that we can determine a target segment that highly values the product • Answered 11 questions • Needs-based questions • Hypothesis: target segment represented in current base

  6. Current Subscriber Profile • 46% of respondents are age 61+ • 91% have a college degree • 92% male while 19% are retired • ¼ of paid respondents live outside of the US

  7. Criteria for Selection – Target Segment Highly value the STRATFOR product for the same reason Found STRATFOR to be distinguished from competitors for the same reason Showed defining characteristics distinguishable from the group as a whole.

  8. Target Segments 31-40 year-olds working in the financial services or technology industries 51-60 year-olds who work in finance 61 years and older who are retired from the military

  9. New Target Segment • 31-40 year olds • Work in financial services or technology • US market size: 2.6M

  10. Target Segment Profile • Interested in foreign affairs • Value: Geopolitics (51%) • Differentiation: Thorough analysis (41%) • Reads:The Wall Street Journal and The Economist

  11. Depth Interviews - Themes • Attitudes • Professional relevance, personal interest • Sense of global interconnectedness • View world news through industry lens • Consumption • They read papers for facts, blogs for perspective • Skepticism toward cable news • Preference for established news organizations

  12. Core Values - Interrelated

  13. Value Proposition – Thoroughness • News • Reporting that isn’t available elsewhere • Expert Analysis • Global network of sources filtered through intellectual framework • International perspective • Focus on geopolitical implications of non-US events • Holistic approach • Larger frame for consideration than day-to-day news

  14. Channels Recommendations

  15. Partnerships • Professional Organizations • Technology Services Industry Association • Information Technology Industry Council • Association for Financial Professionals • Institute of International Finance • Influential Individuals • Dennis Gartman (The Gartman Letter) • Marc Faber (Marc Faber Blog)

  16. Print Advertising The Wall Street Journal Financial Times The Economist

  17. Online Advertising • The Wall Street Journal • Financial Times • The Economist • TechCrunch • Engadget • Boingboing • Ars technica • Slashdot

  18. Paid Search Rank higher on search engines Increase awareness Well-targeted and relevant Consistent traffic Easily trackable and testable Can help SEO

  19. NPR Sponsorship Large audience with a median age of 33 Skews male Read more than the average American Curious about the world Like to be educated and informed

  20. Summary of Findings Value: Geopolitical news and intelligence Differentiation: Emphasize thoroughness Target segment: They enjoy building personal knowledge, which blends into their professional dealings Recommended channels and messaging: Logical fit and meaningful differentiation

  21. Q&A

  22. Demographics Male/Female: 57%/43% Average Age: 46

  23. Reader Profile – North America • Male: 87% • Female: 13% • Average Age: 47

  24. Network Profile • Cable’s wealthiest audience • 251 CEOs • Individual income +$250,000: 271 • Individual income +$500,000: 283 • High penetration to US households • US Audience • Men: 65% Women: 35% • Average age: 51 • Average household income: $238k

  25. Research Methodologies • Primary Research • Responded: • 3,477 paid subscribers • 5,348 free subscribers • STRATFOR staff interviews • Depth interviews of target segment • Secondary Research • STRATFOR’s assets – past surveys • Exploration of industry competitors • Market segment size evaluation

  26. Market Size Data

  27. The Economist – Reader Profile

  28. TechCrunch 1.4M unique visitors per month Profiles and reviews new and innovative internet products and companies 65% male

  29. Engadget 1.3M unique visitors per month Daily coverage of gadget and consumer electronic news Ads reach 90% of “tech geeks” 63% male 24x more interested in technology than others

  30. Boingboing 810k unique visitors per month Commonly called an “uber nerd” site 60% male 8x more interested in politics and commentary than others 6x more interested in technology than others

  31. Ars technica 385k unique visitors per month Reaches tech experts and influencers Caters to “alpha geeks” and “uber geeks”

  32. Slashdot 143k unique visitors per month 63% male 3.7 million IT professionals 21x more interested in technology than others 6x more interested in politics and commentary than others

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