Data. Analytics.
Knowing your market and measuring the impact Kim Clarke Tourism Experience Development Specialist
Rosa Rumeo Director, Consulting Services
Insights. Results. Š 2018 Environics Analytics
About RTO7 One of 13 Regional Tourism Organizations in Ontario mandated to work on 4 pillars: – Workforce Development – Investment Attraction – Product/Experience Development – Marketing
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About RTO7
We partner with stakeholders to help them manage and improve visitation in a sustainable manor
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About RTO7
We offer coaching, financial support, tools and templates and insights
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About RTO7
Using postal codes from our stakeholders, we conduct customer/visitor analysis for which helps to: • Develop marketing plans • Create new product/experiences • Improve festivals and event • Target more people like them
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© 2018 Environics Analytics
Value of postal code data Find out where visitors/customers coming from Learn who they are See how your customers align with the region’s demographics Privacy-friendly
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About Environics Analytics • Founded in 2003
helpclients clientsacross makeevery better data-driven •We 3,000+ industry sector
decisions to achieve • North American coveragetheir business
objectives by delivering actionable • 200+ employees: geographers, statisticians, customer and market insight. mathematicians, modellers, marketers and business strategists
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Modern marketing success hinges on data “The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself.� - Peter Drucker
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Birds of a feather flock together •
The old adage, has some truth!
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Knowing a person’s neighbourhood (at a small spatial scale) helps make good inferences about the person
© 2018 Environics Analytics
Š 2018 Environics Analytics
Ontario By Bike
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Who are cyclists? Using primarily mail out data of people who requested information
and syndicated survey data of people who do recreational bike riding
Š 2018 Environics Analytics
How does the cyclist profile compare to who Ontario by bike is promoting? Cycling analysis validated that the market being promoted matches the target audience best bet segments for recreational cycling in Southern Ontario:
04 – Suburban Success (S1, F8) 06 – Kids & Careers (S1, F8) 08 – Boomerang City (U1, F9) 09 – Satellite Burbs (E1, F8) 16 – Pets & PCs (S2, F1) 26 – Second City Retirees (S4, M1)
© 2018 Environics Analytics
OBB Identified Cyclists to be: slightly older demographic, more commonly male, affluent and well-educated.
How do I connect with them and where can I find more? $118K Income
University Degree
White Collar
Pursuit of Novelty
Media Preferences
Internet
TV
iPhone
Instagram eNewsletter
Status Recognition
Lifestyle
Cooking Shows
Digital Behaviour
Saving on Principle
Yoga
Location Ottawa, Greater Toronto Hamilton Area and London present a clear geographic target market
Š 2018 Environics Analytics
Cycling
Drive to work
Financial Behaviour
TD Bank
Mobile Banking
Stocks
What Next? EXECUTION
MEASUREMENT
• Customized messaging based on identified psychographics
• Compare PRE and POST
• Targeted marketing plan that reflects cyclists preferred media channels (increase effectiveness of dollars)
identify how targeted
campaign Cyclist profiles and
neighbourhoods respond • tweak target accordingly for
• Product packages based on leisure preferences – e.g. Bike/camp package
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future campaigns
© 2018 Environics Analytics
Silver Goose Race: Sponsors?
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Silver Goose Race: Growing participation rates
In need of sponsorship
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Who are participants? Affluent mature households
Upscale singles and couples with higher disposable income
Comfortable new empty nesters
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Who are participants?
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Thank you 20
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