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Posts by Bill Schneider
The Oscar goes to . . . the Advertisers
Posted on Feb 24 2012 by Bill Schneider
The 84th Academy Awards could draw in the neighborhood of 35 to 40 million television viewers. That’s only one-third of the total viewing audience for the Super Bowl but still a sizeable enough chunk of consumers to attract the likes of Coca-Cola, McDonald’s, and American Express as major brand advertisers. You’d think any event entering [...]
Where the “Hart” is
Posted on Feb 14 2012 by Bill Schneider
What would a Hart surname say about you? Using Experian’s Mosaic® USA Consumer Lifestyle Segmentation solution, we constructed a hypothetical Hart family tree.
Super Bowl Ads: Scoring the Value
Posted on Feb 02 2012 by Bill Schneider
The relevance and general merit of airing a Super Bowl spot is widely debated by marketing executives. Each advertiser calculates their own set of metrics and rules for justifying the cost of running a Super Bowl commercial.
A Super Bowl Grudge Match: Boston vs. New York
Posted on Jan 31 2012 by Bill Schneider
Call this year’s Super Bowl between the Patriots and Giants a rematch or call it a grudge match. One thing we know for sure. When we match up the characteristics and behaviors of football fans and residents of Boston and New York, the two cities don’t share a lot in common. What they do share [...]
Fans From Rival Super Bowl Cities Have Conflicting Tastes
Posted on Jan 27 2012 by Bill Schneider
New England Patriots fans are getting pretty spoiled. This will be their team’s fifth Super Bowl since 2001. New York Giants fans are hoping that its déjà vu all over again. That’s because, the last time these two teams played in Super Bowl XLII, the Giants pulled off a big time upset. What’s not [...]
Will it be Lobster or Crab?
Posted on Jan 17 2012 by Bill Schneider
AFC Championship Provides Opportunity to Compare New England vs. Baltimore It’s a matchup of contrasting styles – Tom Brady and the machine-like offense of the New England Patriots versus Ray Lewis and the virtually impenetrable defense of the Baltimore Ravens. These teams have been built and equipped to compete with vastly different strengths and skill [...]
Multifaceted Messaging Required for Reaching Multigenerational Households
Posted on Jan 11 2012 by Bill Schneider
Analysis of data from the 2010 census shows a significant increase in the proportion of households containing members from two or more adult generations. Baby boomer householders are particularly prone to multigenerational family living situations as they find themselves dealing with the demands of housing both an adult age child and a senior age parent at the same time. Experian’s Mosaic USA helps marketers to identify areas of the country most likely to have multigenerational families.
Boomers batting cleanup in World Series viewership
Posted on Oct 24 2011 by Bill Schneider
Compared to younger adult audiences, Baby Boomers are more likely to be watching the World Series coverage. Experian’s Mosaic USA finds the largest share of World Series viewers are heavily saturated with adults age 50 to 65.
Graduate to advanced back-to-school marketing strategies
Posted on Aug 01 2011 by Bill Schneider
The most effective way to segment a back-to-school audience is to include basic data elements with a segmentation methodology that recognizes the lifestyle and behavioral differences among households containing school-aged children. Experian’s Mosaic lifestyle segmentation solution can provide key insights into this lucrative audience.
The gift of holiday data
Led by Black Friday offers, campaigns with offers in the subject line made up almost 30% of all campaigns sent between Nov 18 and Nov 24
