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Engauge presentation at DMA 2009 by David Grzelak with Zone Perfect on using anthropology insights to drive brand positioning and action.
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Data Anthropology: Using Anthropology to Build Brands
Data Anthropology
Beyond target segmentations, demographics and data
Understand your consumer as living, breathing people
Understand behaviors, motivations and values to define your brand’s voice and role
Turn communications into connections
A different kind of consumer
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What do we stand for?
ZonePerfect Category ZonePerfect Category
Gender HH Size (index)
Men 50.5% 49.6% HH Size 3 103.1 111.7
Women 49.5% 50.4% HH Size 4 166.5 114.4
Married 129.5 112.1
Age (index) Education (index)
25-34 93 110.4 Bachelor's Degree 208.3 159.7
35-44 139.3 127.2 Post-Graduate Degree 207.3 202.4
45-54 116.1 120.2 College Grad + 207.9 176
55-64 107.9 81.8 Employment Status (index)
Household Income (index) Full Time 117.3 118.3
$60-75,000 157.7 93.7 Part Time 122.3 107.3
$75-100,000 167.5 128.7 Not Employed 66.6 70.4
$100-150,000 157.9 171.9 Professional Occupation 125.8 147.4
$150-200,000 119.5 166.9Managerial/Business/
Financial 234.4 159.7
$200,000+ 331.8 285.2
Leisure Activities % Pen - Nation ZP Bars ZP Heavy ZP Medium ZP Light
Go To Museums 12.78 151 152 119 113
Go To Live Theater 13.34 142 142 115 109
Go To Beach 22.65 138 140 118 109
Adult Education Courses 6.29 137 136 114 109
Zoo Attendance 11.98 134 136 117 111
Photography 12.32 128 129 113 107
Board Games 17.49 127 128 117 108
Play Musical Instrument 7.52 125 126 110 107
ZonePerfect Category
Value Propositions (index)
I follow the latest trends and fashion 127.7 107.2
I like being in charge of a group 125.7 121
I like to learn about art/culture/history 120.3 114
I often crave excitement 116.9 117
I dress more fashionably than most people 137.6 127.5
I consider myself intellectual 131.9 118.2
I like to try new things 114.6 112
Data Analysis
ZonePerfect Category ZonePerfect Category
Gender HH Size (index)
Men 50.5% 49.6% HH Size 3 103.1 111.7
Women 49.5% 50.4% HH Size 4 166.5 114.4
Married 129.5 112.1
Age (index) Education (index)
25-34 93 110.4 Bachelor's Degree 208.3 159.7
35-44 139.3 127.2 Post-Graduate Degree 207.3 202.4
45-54 116.1 120.2 College Grad + 207.9 176
55-64 107.9 81.8 Employment Status (index)
Household Income (index) Full Time 117.3 118.3
$60-75,000 157.7 93.7 Part Time 122.3 107.3
$75-100,000 167.5 128.7 Not Employed 66.6 70.4
$100-150,000 157.9 171.9 Professional Occupation 125.8 147.4
$150-200,000 119.5 166.9Managerial/Business/
Financial 234.4 159.7
$200,000+ 331.8 285.2
Leisure Activities % Pen - Nation ZP Bars ZP Heavy ZP Medium ZP Light
Go To Museums 12.78 151 152 119 113
Go To Live Theater 13.34 142 142 115 109
Go To Beach 22.65 138 140 118 109
Adult Education Courses 6.29 137 136 114 109
Zoo Attendance 11.98 134 136 117 111
Photography 12.32 128 129 113 107
Board Games 17.49 127 128 117 108
Play Musical Instrument 7.52 125 126 110 107
ZonePerfect Category
Value Propositions (index)
I follow the latest trends and fashion 127.7 107.2
I like being in charge of a group 125.7 121
I like to learn about art/culture/history 120.3 114
I often crave excitement 116.9 117
I dress more fashionably than most people 137.6 127.5
I consider myself intellectual 131.9 118.2
I like to try new things 114.6 112
Enrichment Enthusiasts
Putting a Face to the Database
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20
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SXSWSXSW
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LAFFLAFF
40 seconds to 3-5 minutes to now over 7 minutes
40 seconds to 3-5 minutes to now over 7 minutes
2009 Website Redesign2009 Website Redesign
ZonePerfect VIP ProgramZonePerfect VIP Program
Package redesignPackage redesign
10% Sales Growth vs. YAGO in a Declining
Category
10% Sales Growth vs. YAGO in a Declining
Category
Nearly One BillionBrand Impressions
$2.75 mil Media Value
90% Sampling Reach
Marketing Value = 4X Investment$
Time Spent at EventsGrew from 40 Secondsto 7+ Minutes
Artists Fan Sites 25,000 page views/day
Coupon Distribution Grew 2X
Data Capture Grew 3X
3.7 MillionMedia Impressions
Coffee talk
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Your 4:40am Stok wake-up call
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