Consumer insights

How Word Of Mouth, the Internet and Online Consumer Reviews Influence Purchase Decisions

Posted on Mar 16 2011 by

While WOM sites like Yelp.com continue to grow, their participants continue to be a very distinct subset of U.S. Internet users.

Bracket Science Meets Marketing Segmentation

Posted on Mar 16 2011 by

For all of the marketers out there, I’d like to propose a creative alternative: let’s see what happens if we fill out our tournament brackets based on the concentration of the top basketball-crazy segments found in a college team’s home market.

How NCAA Men’s Tournament Viewers Differ from Women’s Tournament Viewers

Posted on Mar 14 2011 by

The audiences for the men’s and women’s NCAA Basketball Tournaments are decidedly different from one another. How do they stack up head-to-head?

Gauging the Interest Level of NCAA Tournament Host Cities

Posted on Mar 14 2011 by

Landing a spot hosting the NCAA basketball tournament gig is no small feat. Which city has their heart in the tournament the most and which may be just in it for the attention? You may be surprised.

Froot Loops vs. Omaha Steaks: Brand, Loyalty, Age and the Inelasticity of Demand

Posted on Mar 02 2011 by

Based on our analysis of Experian Simmons consumer data, there is a strong positive correlation between our age and our loyalty to specific brands. The take-away for marketers – for those of us that have strong brands, especially those that have brands that appeal to older consumers, we may be able to back away from steep discounting and still maintain our customer base. Conversely, brands appealing to younger consumers should proceed with caution when attempting to raise prices.

Social Networks, Parasitic Hosts and the Case for Frenemies

Posted on Feb 23 2011 by

Social networks are not only the largest category of websites, they also can behave as parasitic hosts, taking more traffic from all channels than they supply back.

Daytona 500 Roars Into Households Across America

Posted on Feb 18 2011 by

All eyes may be on the city of Daytona this weekend for the Super Bowl of NASCAR, but we wanted to know which American cities are the biggest NASCAR fans. (Spoiler Alert: It’s not Daytona!) But what defines a “fan?” Experian Simmons examined a number of factors that determine fan-dom, including one’s self-reported interest in NASCAR, watching NASCAR races on television, visiting NASCAR.com and even buying NASCAR licensed apparel.

Flash Sales, Lipstick and Affordable Luxuries

Posted on Feb 16 2011 by

The second most noticeable trend in online retail for 2010 was the growth of flash sales. But which segments of U.S. consumers are most likely to surf for affordable luxuries?

Loyalty Email Campaigns Outperform, Retain Customers

Posted on Feb 10 2011 by

Loyalty-focused campaigns tend to perform better than standard promotional mailings in terms of customer response and revenue. Compared to bulk campaigns, emails targeted to loyalty program members have 40% higher open rates, 22% higher click rates, and transaction rates and revenue per email that are 29% and 11% higher, respectively.

New Online Modalities: Group Buying

Posted on Feb 09 2011 by

Is online group buying a fad or a significant change in the way we buy online? Here are three things that you should know about this phenomenon.