Jeff Walker - CAA National

Transcription

Jeff Walker - CAA National
We are driven:
Using Analytics For Customer Engagement,
Research And Public Affairs
Jeff Walker
Chief Strategy Officer
CAA National
9th annual user conference
Agenda
• CAA and CAA Rewards
• Three Short Stories about Data Analytics
– Driving Rewards Program Engagement
– Enhancing Primary Research
– Supporting Public Advocacy Initiatives
• Our Learnings
• Looking Ahead
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#EAUC2015
About CAA
• 6.1 Million members
• 4.3 Million households
• 5+ lines of business
– Roadside, Insurance, Travel, Rewards, Public
Affairs
• A federated model
– National office and 9 Clubs nationwide
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#EAUC2015
Our data analytics journey
ENHANCE
PUBLIC
ADVOCACY
IMPROVE
PARTNER AND
MEMBER
RELATIONSHIPS
ENRICH
PRIMARY
RESEARCH
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#EAUC2015
CAA Rewards
• CAA Rewards has three components
– Discounts, Dollars, Member Experiences
• Partnerships are a key component
• Our objective: generate member touchpoints
• Touchpoints = Renewal
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#EAUC2015
Objectives of CAA Rewards
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#EAUC2015
Partner Analytics
TWO SCENARIOS
Using Proxy data
Overlaying databases
We use Numeris and
PMB proxy data to
identify opportunity
segments.
Proxy variables used:
• Used Cruise Ship
[Past 3 Years]
• Used AllInclusive Resort
[Past 3 Years]
• $4,000 + Spent –
Last Vacation
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CAA Member
Database
Partner
Database
When travel partners are able and
willing to share their databases, we
geocode their past traveler list, along
with our own CAA Member list, in order
to identify opportunity segments.
#EAUC2015
Engaging Partners - Segments
Growth Opportunity for CAA
Primary Opportunity
CAA HHs: 34,276
CAA HHs 230,475
Propensity to Purchase Furniture
Singles
Scene
Mid-Aged
Achievers
CAA HHs 133,059
Prosperous
Parents
Emptying
Nests
CAA HHs 155,263
The Primary Opportunity segments represent
518,797 CAA Members in SCO territory who have
a high propensity to purchase furniture. The
Secondary Growth Opportunity segment
represents 105,565 CAA Members who have a
lower propensity to purchase furniture and
present an acquisition opportunity.
CAA HHs: 105,565
Fledgling
Families
Secondary Opportunity For Decorium Furniture
Member Households
Primary Opportunity
Strong CAA members and high
propensity to purchase furniture
 Middle-aged and older families and
couples
 Middle class to upscale
 Live in a mix of urban city centres,
suburban and exurban communities
and towns
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Secondary Opp. for Decorium Furniture
Growth Opportunity for CAA
Strong CAA members; lower propensity
to purchase furniture
High propensity to purchase furniture,
lower propensity to be CAA members
 Young, midscale families
 Predominately live in exurban
communities
 Low levels of diversity
 Working blue collar and service sector
jobs
 Younger singles, couples and families
 Predominantly live in urban city
centres
 Mixed levels of affluence
 High level of diversity
#EAUC2015
Targeting members with relevant partner offers
SEGMENTING OUR DATABASE TO OPTIMIZE ENGAGEMENT
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Database mapping
What we learned:
Travel
Partner
Database
CAA Member
Database
•
Suburban Older social group is full of
untapped potential
•
Overlooked because they are older, less
affluent than our traditional travelers.
•
But these retiring empty-nesters are just
beginning to travel thanks to nest-eggs
they’ve been building for years.
Questions to
ask ourselves:
•
•
•
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Who are these
people? What do
they look like?
Are these
traditional
travelers?
How can we find
more of these
people in CAA’s
database?
#EAUC2015
Engaging Franchisees
5,092 CAA Members with 2km
51,976 CAA Members within 5km
109,796 CAA Members within 10km
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13,450 CAA Members within 2km
68,071 CAA Members within 5km
309,234 CAA Members within 10km
#EAUC2015
Tailoring to Online Purchases
Prosperous parents
Compared to the
average Canadian,
this segment is 20%
more likely to have
made an online
purchase in the last
year
Likely to purchase
online:
Home furnishings,
travel, movies,
books, clothing
Nearly retired
Compared to the
average Canadian,
this segment is 6%
less likely to have
made an online
purchase in the last
year
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Likely to shop at:
Big box warehouse
stores, shoe stores,
department stores,
discount grocery
stores
#EAUC2015
Enhancing primary research
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Enhancing Primary Research
• Research has always been valued at CAA
• But there are limits to analysis by standard
demographics, and limits to action
• We took two steps in our research:
– Increased sample size (10,000+ completes/study)
– Tagged PRIZM codes to all cases in our studies
• Results = more detailed analysis + more ability
to action results
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#EAUC2015
Enhancing primary Research
CAA intent to renew by PRIZM Lifestage Family Life
Q17. To what extent are you likely to renew your CAA membership the next time it comes due?
% 8 to 10 (on 0 to 10 scale)
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Young,
Diverse
Families
83%
Growing
Families
Older
Families,
Younger
Kids
Family
With
Tweens
Midlife
Families
Midlife
Quebec
Families
82%
82%
84%
81%
85%
Base: CAA Members (n = 15,728).
Midlife
Diverse
Families
Prosperous
Parents
Older
Families
78%
80%
79%
Enhancing primary Research
CAA intent to renew by PRIZM Lifestage Mature Years & Younger Years
Q17. To what extent are you likely to renew your CAA membership the next time it comes due?
% 8 to 10 (on 0 to 10 scale)
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Nearly
Retired
Country
Seniors
Later
Years
Singles
Scene
Starter
Nests
85%
85%
85%
82%
85%
Base: CAA Members (n = 15,728).
Enhancing Primary Research
CAA total touchpoints by PRIZM Lifestage Family Life
Young,
Diverse
Families
Growing
Families
11.2
7.7
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Older
Families,
Younger
Kids
Family
With
Tweens
Midlife
Families
Midlife
Quebec
Families
Midlife
Diverse
Families
Prosperous
Parents
7.2
6.8
Older
Families
11.8
9.3
Base: CAA Members (n = 15,728).
8.2
5.9
5.9
Enhancing primary Research
CAA total touchpoints by PRIZM Lifestage Mature Years & Younger Years
Nearly
Retired
Country
Seniors
Later
Years
Singles
Scene
Starter
Nests
7.7
7.0
6.5
7.0
7.0
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Base: CAA Members (n = 15,728).
Public advocacy
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Public Advocacy
• CAA has always had a very strong emphasis on
public and government affairs
• As in marketing, certain themes in public advocacy
are more resonant with certain people
• CAA used PRIZM tools with our research to identify
segments of members that have an affinity for
different public advocacy issues
• Targeted messaging accordingly
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#EAUC2015
Distracted driving analysis
Integrating primary research with EA data
5 Diamond Families
Avg. Income: $131,096
CAA Atl. HHs: 21,720
Total Atl. HHs: 96,795
CAA Atl. Penetration: 22%
53%
Concerned about their
safety while travelling
Compared to the avg. respondent
5 Diamond Families:
This segment is:
• 8% more likely to say
they never go 25km/hr
over the speed limit on
freeways
• 9% more likely say they
never go 25km/hr over
the speed limit on
residential roads.
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•
5% more likely say they never
text or email while driving
•
16% more likely say they
rarely text while driving.
#EAUC2015
Value of Prizm to CAA
• Be more relevant to members
– Resonant messaging
– Better open rates
– Higher renewal rates
• Be more relevant to partners
– Better sales
– Lower marketing costs
• Act collectively as a federation
– The tools provide a common language
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#EAUC2015
Keys to success
• Build from the lowest hanging fruit
• Emphasize the value proposition to each group
– Partners: its efficient marketing
– Clubs: its increasing relevance
– Members: its increasing value
• Measure the impact
– Find ROI models that can prove the case to
others
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#EAUC2015
What’s next for CAA National?
• Bringing more of our partners into the fold in other
parts of our business
• The more partners we engage with using these tools,
the more efficient our activities can be
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#EAUC2015
Thank you.
Questions?
9th annual user conference
Jeff Walker
Chief Strategy Officer, CAA National
jwalker@national.caa.ca
613-247-0117 x2005
Catherine Pearson
Vice President & Practice Leader, Environics Analytics
catherine.pearson@environicsanalytics.ca
416-969-2835
9th annual user conference