docJeff Walker - CAA National
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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 2 #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 3 #EAUC2015 Our data analytics journey ENHANCE PUBLIC ADVOCACY IMPROVE PARTNER AND MEMBER RELATIONSHIPS ENRICH PRIMARY RESEARCH 4 #EAUC2015 CAA Rewards • CAA Rewards has three components – Discounts, Dollars, Member Experiences • Partnerships are a key component • Our objective: generate member touchpoints • Touchpoints = Renewal 5 #EAUC2015 Objectives of CAA Rewards 6 #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 7 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 8 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 9 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: • • • 10 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 11 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 12 Likely to shop at: Big box warehouse stores, shoe stores, department stores, discount grocery stores #EAUC2015 Enhancing primary research 13 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 14 #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) 15 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) 16 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 17 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 18 Base: CAA Members (n = 15,728). Public advocacy 19 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 20 #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. 21 • 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 22 #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 23 #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 24 #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
