How to Monetize Your Demographic Data!

P360’s Visual Report of your Data:

Why do we have a visual dashboard?

P360’s visualization dashboard was created with the marketer in mind. Today, a marketer’s world moves very quickly, I often say marketing is now “moment by moment” vs. the yesteryear of editorial calendars and six months for product launches.  Most of our clients, have products that change week to week, again another pain for our software to solve. P360 delivers instant insight for the marketer on the move while keeping a close eye on ROI.

P360s easy uploader and visual reports are based upon proven yet leading edge technology to deliver actionable insight in seconds. Previously, this process usually involved receiving the file from the ticketing system or IT, and then a person in the marketing department would have to create all the necessary graphs in excel. I have literally worked in marketing departments where this insight took days to weeks to generate.  P360 takes the time and mystery out of gaining deeper understandings of your ticket buyers.

Now here are a few tips on how to leverage the Visual Reports:

Understanding the Match Rates Mystery:

The data used for the visual representations are based on match rates. Meaning your file matched a certain percentage of what is in our consumer file for Age, Gender, Marital Status, etc. It is important to understand how many matches occurred for each chart. The actual numbers should appear as you hover your mouse over the pie chart.  (See Example Above) In this scenario, you may think that all of your ticket buyers have an interest in Books and Music, but once you compare the number of files matched (387) to the number of files that have an interest in Books and music (277), you determine the interest to be 71%.

How can I leverage and monetize these insights?

 

The visualization can be used to improve your retention marketing for your existing patrons by creating buyer personas. In using the graphs above, we determine that many of our buyers are 50-74 in age and have various interests in Books, Music and outdoor activities. Perhaps, this would be an ideal group to target your up-in-coming theatre in the park event.

Around the holiday’s or in summer, many marketers review the presence of children and save on their mailing by only targeting families with young children.

Some of our clients leverage the insight in the visual graphs to determine digital ad spend using the hobbies and interest charts such as cooking, exercise and travel. While others leverage the insight to build enhance their segmentation.

Business Development tends to focus more on the donor age and wealth/income brackets during their appeal season.

What about Facebook?

Many of our users are having great success leveraging the insight to create custom audiences in Facebook. P360 takes the guess work out of your audience and allows you to easily improve your Facebook targeting ads.

KNOW ME OR NO ME         

Today, as marketers we must know our buyers in order to remain relevant. Marketing a product with little understanding of the buyer usually leads to dismal results.  P360 enables you to gain this knowledge at an affordable price.