Visitor Segmentation - Northeastern Ontario, Canada

Transcription

Visitor Segmentation
Northeastern Ontario: RTO 13a
March 17th, 2015
Jason Dunkel, Sales Consultant
[email protected]
647-259-2811
Emily Anderson, Director, Client Advocacy
[email protected]
416-969-2861
Zane Patel, Client Advocate
[email protected]
647-800-1469
Amanda Manning, Client Advocate
[email protected]
647-800-1461
Agenda
1. Review project objectives
2. Outline the segmentation process
3. Discuss scorecard components and segmentation
4. Quantifying & locating target groups
5. Target group maps
6. Next steps
Confidential - Copyright Environics Analytics 2015
2
Objectives and Process
Objectives:
To help RTO13a develop a data-centric approach to:
•
•
•
Gain a better understanding of visitors
Evaluate the opportunity in markets across Ontario
Identify the best way to connect with potential visitors – what media
channels and messages are they most interested in?
Today’s Goals:
•
Review RTO 13a visitor segmentation including pillar behavior, visitor
locations and target group representation in key markets
3
Where Are We?
RTO13a Data
CONFIDENTIAL - Copyright Environics Analytics 2015
4
Study Universe Review
Northeastern Ontario and their partners provided the following visitor data:
Attractions:
• Polar Bear Habitat
Lodges/Camps:
• Booth landing

•
Wolsely Lodge

•
2288 records (postal codes & zip codes)
Mashkinonje Lodge

•
150 records (postal codes, zip codes and FSA data)
282 records (postal codes, 2014, 2013, 2012, 2011 and
2010 or earlier)
Shooting Star Camp

•
•
•
11,962 records (postal codes & zip codes)
53 records (hand written postal codes & zip codes)
Hampton Inn (North Bay)

Travelway Inn (Sudbury)

•
Survey results (no postal code data)

64 records (postal codes)




9,998 records (mix of postal codes, city names)
2 files with visitor data by region
Classic Theatre (Cobalt)
Dionne Quints Museum
Sudbury Orchestra
Science North
Other:
• Mattawa OFSC
•
Days Inn (Timmins)

•
400 records weighted by reservation count (half postal
codes, half zip codes, 2013 & 2014)
Cedar Meadows

•
•
No files provided
Resorts/Hotels:
• Clarion Resort Pinewood Park

•

•
•
•

2 files (could not open)


84 records (postal codes, 2013 & 2014)

3 files (no postal code data)



Survey results (no postal code data)
Reservations (no postal code data)
District #8 OFSC (Barrie, Orillia)
Sudbury Aviation
Town of Moosonee
City of Sudbury
5
Study Universe Review
Canadian postal code data was then geocoded and PRIZM coded to create the study universe.
Total Records
65,976 unique active visitor records
Data Received
-
Geocoded Households
56,441 visitor records (85.5%)
Records Removed
-
PRIZM Coded Households (1-66)
Ontario Households
Sources:
Visitor postal codes
Data from 15 different sources
Incomplete/invalid postal codes (9,535)
Records Removed
-
Unclassified (1)
Business (5,174)
Records Removed
-
Outside Ontario (4,574)
Universe for Today’s Discussion
Booth Landing
Days Inn (Timmins)
Sudbury Orchestra
Wolsley Lodge
Hampton Inn (North Bay)
Science North
Mashkinonje Lodge
Travelway Inn (Sudbury)
District #8 OFSC (Barrie, Orillia)
Clarion Resort
Classic Theatre (Cobalt)
Sudbury Aviation
Cedar Meadows
Dionne Quints Museum
City of Sudbury
6
Data Sources by Type
Postal codes have been aggregated from the following 15 different sources:
5%
Clarion
Resort
Sudbury
Orchestra
Science
North
District 8
Mashkinonje
Lodge
Lodges / Camps:
Booth Landing - 93 Records
Wolsely Lodge - 1,903 Records
Mashkinonje Lodge - 190 Records
32%
77%
Resorts / Hotels:
Clarion Resort – 3,056 Records
(weighted by reservation count)
Booth
Landing
Sudbury
Aviation
Hampton
Inn
Attractions:
Wolsely
Lodge
City of
Sudbury
18%
Cedar
Meadows
Travelway
Inn
Classic Theatre - 51 Records
Dionne Quints
Museum – 9 Records
Sudbury Orchestra - 861 Records
Science North – 7,462 Records
Dione
Quints
1%
Classic
Theatre
Days
Inn
Cedar Meadows – 8,001 Records
Other:
Days Inn - 24 Records
District #8- 72 Records
Hampton Inn – 12,875 Records
Travelway Inn – 11,837 Records

Data
Data Universe
Universe
Sudbury Aviation – 58 Records
City of Sudbury - 200 Records
Sources will be analyzed by groupings and also all together to identify similarities and differences
7
Data Sources by Destination City
Postal codes have been aggregated from the following 15 different sources:
Clarion
Resort
Sudbury
Orchestra
44%
Science
North
District 8
Mashkinonje
Lodge
Sudbury
Travelway Inn – 11,837 Records
Science North – 7,462 Records
Sudbury Orchestra - 861 Records
City of Sudbury - 200 Records
Booth
Landing
34%
North Bay
Timmins:
Wolsely
Lodge
Cedar
Meadows
City of
Sudbury
Sudbury
Aviation
Dionne Quints Museum – 9 Records

Cedar Meadows – 8,001 Records
Travelway
Inn
Dione
Quints
Classic
Theatre
Days
Inn
Hampton Inn – 12,875 Records
Clarion Resort – 3,056 Records
(weighted by reservation count)
Hampton
Inn
Days Inn - 24 Records
Sudbury Aviation – 58 Records
32%
17%
Data
Data Universe
Universe
4%
French River (Noelville):
Wolsely Lodge - 1,903 Records
Other:
Mashkinonje Lodge - 190 Records
Booth Landing - 93 Records
District #8- 72 Records
Classic Theatre - 51 Records
Sources will be analyzed by groupings and also all together to identify similarities and differences
8
RTO 13a Visitors by Region
Over 90% of records are located in Ontario, with some smaller communities and larger cities
within RTO13a representing a sizeable proportion of visitors.
Provincial Distribution
Count
%
Ontario
46,692
91.1
Quebec
2,358
4.6
Alberta
711
1.4
British Columbia
419
0.8
Manitoba
270
0.5
Nova Scotia
267
0.5
New Brunswick
238
0.5
Saskatchewan
131
0.3
Newfoundland and Labrador
99
0.2
Prince Edward Island
48
0.1
Northwest Territories
16
0.0
Nunavut
11
0.0
6
0.0
Yukon

Top Census Subdivisions
Visitors
Households used as most relevant benchmark
for comparison
Visitors
Count
%
Greater Sudbury (ON)
8,106
16.8
Toronto (ON)
3,627
7.5
Timmins (ON)
3,108
6.4
Ottawa (ON)
2,694
5.6
North Bay (ON)
2,256
4.7
Sault Ste. Marie (ON)
1,764
3.7
Mississauga (ON)
972
2.0
Hamilton (ON)
945
2.0
Kapuskasing (ON)
879
1.8
Barrie (ON)
872
1.8
London (ON)
737
1.5
Kirkland Lake (ON)
695
1.4
Burlington (ON)
550
1.1
Oakville (ON)
533
1.1
Thunder Bay (ON)
531
1.1
Brampton (ON)
512
1.1
Kitchener (ON)
429
0.9
Elliot Lake (ON)
404
0.8
Guelph (ON)
404
0.8
Montréal (QC)
391
0.8
9
Visitor PRIZM Distribution
Visitors exist in all 63 of the
PRIZM Clusters across Ontario
•
27% of records are represented by 5 clusters,
while 65% are encompassed by the top 17
•
Many of the top clusters, based on %
composition, are characterized by a mix of
younger to middle-aged families, and mature
singles & couples, often living outside major
metropolitan areas
% Comp
Index
8.4%
450
5.0%
258
4.9%
67
% Comp
Index
4.6%
319
4.1%
84
3.9%
313
10
Segmentation Inputs
We included demographic, wealth and linked survey data to help develop target groups that are consistent in terms of lifestyle,
digital/online behaviours and financial alignment.
Segmentation Data
Visitor Data
Behavioural Drivers
Social Values
Demographics
•
•
•
Lifestage
Social Group
Socioeconomic Status
Benchmarks: within RTO13a, outside of RTO13a, GTA
•
Total data universe vs. Benchmark
•
Each data grouping vs. Benchmark
•
•
•
•
•
•
•
Business trips by car
Attended art galleries/museums/science centres
Golf (participate)
Camping (participate)
Fishing/hunting (participate)
Own a snowmobile/ATV
Own a motorcycle
•
•
Need for Escape
Attraction to Nature
•
•
•
Household maintainer age
Children at home
Household income
11
Lifestage vs. Socio-economic Status
Upscale
Colour of bubble represents
rates of visitation
Ontario Upscale Families
RTO13a Visitors: 5.6K (12%)
Ontario HHs.: 834K (16%)
Upscale Middle-Aged Families
Socio-economic Status
Young Urban Visitors (GTA)
Middle-Aged Exurban Families
Mature Middle-Class Couples
Ontario HHs: 629M (12%)
Francophone Couples & Families
Ontario HHs : 36K (1%)
Urban Downscale Young & Matures
Town & Country Matures
Ontario HHs: 626K (12%)
Downscale
Younger
Lifestage
Mature
*Size of bubble corresponds to proportion of Ontario HHs
12
Visitors Inside vs. Outside RTO 13a
Visitor Penetration Within RTO13a
High
Colour of bubble represents
rates of visitation
Upscale Middle-Aged Families
Urban Downscale Young & Matures
Mature Middle-Class Couples
Ontario HHs: 629M (12%)
Middle-Aged Exurban Families
Francophone Couples & Families
Ontario HHs : 36K (1%)
Town & Country Matures
Young Urban Visitors (GTA)
Ontario Upscale Families
Low
Low
Visitor Penetration Outside RTO13a
High
*Size of bubble corresponds to proportion of Ontario HHs
13
Target Groups vs. RTO13a Pillars
How do the target groups align with the key pillars of programs?
 Strong
- Moderate
 Weak
RTO13a Visitors:
Ontario HHs:
Meetings,
Conventions &
Sports Events:
6+ Business Trips
Festivals &
Attractions:
Galleries/Museums/
Science Centres
Nature &
Outdoors:
Golfing & Camping
Fishing &
Hunting:
Motorsports &
Touring:
Motorcycle &
Snowmobile
Upscale
MiddleAged
Families
MiddleAged
Exurban
Families
Mature
MiddleClass
Couples
Town &
Country
Matures
Urban
Downscale
Young &
Matures
Ontario
Upscale
Families
Francophone
Couples &
Families
Young
Urban
Visitors
(GTA)
6.9K (15%)
574K (11%)
4.7K (10%)
349K (7%)
9.2K (20%)
629K (12%)
1.8K (4%)
127K (2%)
7.1K (15%)
626K (12%)
5.6K (12%)
834K (16%)
1.4K (3%)
36.3K (1%)
1K (2%)
202K (4%)

-
-





-
-
-
-
-
-
-




-
-
-


-
-






-



-



14
Target Group Visitors in Key Markets
Visitor penetration for those coming from Ontario (outside RTO13a)
RTO13a Visitors:
ON (less RTO13a) HHs:
Upscale
MiddleAged
Families
MiddleAged
Exurban
Families
Mature
MiddleClass
Couples
Town &
Country
Matures
Urban
Downscale
Young &
Matures
Ontario
Upscale
Families
Francophone
Couples &
Families
Young
Urban
Visitors
(GTA)
6.9K (15%)
560K (11%)
4.7K (10%)
329K (6%)
9.2K (20%)
591K (11%)
1.8K (4%)
108K (2%)
7.1K (15%)
591K (11%)
5.6K (12%)
834K (16%)
1.4K (3%)
24.8K (0.5%)
1K (2%)
202K (4%)
Sudbury:
North Bay:
Timmins:
French River
(Noelville) &
Other:
Strong
Moderate
Weak
15
Toronto, Census Metropolitan Area (CMA)
Census Subdivisions
(within the Toronto, CMA)
Toronto
Mississauga
Brampton
Markham
Vaughan
Oakville
Richmond Hill
Ajax
Pickering
Milton
Newmarket
Caledon
Halton Hills
Aurora
Georgina
Whitchurch-Stouffville
New Tecumseth
Orangeville
Bradford West Gwillimbury
East Gwillimbury
Uxbridge
King
Mono
Chippewas of Georgina Island
First Nation
16
Target Group Visitors in Key Markets
Visitor penetration for those coming from Toronto, CMA
RTO13a Visitors:
Toronto CMA HHs:
Upscale
MiddleAged
Families
MiddleAged
Exurban
Families
Mature
MiddleClass
Couples
Town &
Country
Matures
Urban
Downscale
Young &
Matures
Ontario
Upscale
Families
Francophone
Couples &
Families
Young
Urban
Visitors
(GTA)
1,013 (12%)
147K (7%)
534 (6%)
79K (4%)
78 (1%)
11K (1%)
0 (0%)
230 (0.01%)
201 (2%)
47K (2%)
3,227 (37%)
544K (24%)
0 (0%)
0 (0%)
663 (8%)
144K (6%)
Sudbury:
North Bay:
Timmins:
French River
(Noelville) &
Other:
Strong
Moderate
Weak
17
Introduction to the Scorecard
The ‘Scorecard’ is a collection of PRIZM profiles used to help
guide in ‘clustering’ the clusters based on predominate
characteristics, behaviors and attitudes that describe the best
mutual insurance policyholders in the area
PRIZM Profile
Customer count
and % of file
Market HH count
and % of market
HHs
Customer %
penetration of
market and
proportionate index
Social Group Code (SG)
Clusters are organized into 18 Social Groups based on socioeconimic
status, urbanity, ethnicity and official language.
U = Urban
S = Suburban
E = Exurban
T = Town
R = Rural
U1(Urban Elite) -> U7 (Urban Downscale)
(Lower the number the higher the
socioeconomic status)
Lifestage Group Code
Clusters are also organized into 12 Lifestage Groups based on the
presence of children, age of maintainer, urbanity and socioeconomic
status.
Y = Younger Years
F = Family Life
M = Mature Years
YM = Young & Mature
F1
Young Metro Diversity
F6
Maturing Diversity
(Lower the number the younger the group)
SESI Code
The individual PRIZM Cluster numbers are
based on Socioeconomic Status Indicator
(SESI), a composite score which reflects a
number of attributes, including household
income, home value (or rent paid), education
and relative cost of living. The clusters are ranked
from 01 to 66, with 01 having the highest SESI
score and 66 having the lowest.
Cosmopolitan Elite
(Highest to lowest
socioeconomic status
indicator)
Survivre en Ville
18
RTO13a Scorecard
Social Group,
Lifestage & SES
+
Current Visitors
+
Pillar Behaviour
(Numeris)
+
Attitudes (Social
Values)
+
Demographics
Please refer to the
Scorecard
19
Quantifying & Locating the Target Groups
Top CSDs based on overall RTO13a Target Group HHs
CSD
Ontario
All RTO13a
TGs
HH
Count
Count
Total
3,046,189
Toronto
1,162,175
Ottawa
389,532
Hamilton
221,865
London
166,928
Mississauga
261,671
Brampton
169,811
Kitchener
95,336
Windsor
92,645
Vaughan
96,800
Oshawa
63,954
Oakville
68,219
Greater Sudbury
70,988
Burlington
73,915
St. Catharines
58,038
Barrie
54,312
Middle-Aged Families
(combined group)
HH
Count
1,591,816 923,391
303,814
23,724
266,408 121,509
162,137
49,761
127,216
40,448
113,121
17,584
84,976
38,089
72,900
21,555
72,282
22,923
71,047
6,652
56,578
23,980
56,223
11,210
54,877
20,384
54,599
17,093
47,856
7,490
47,782
24,507
% HHs
Index
in Mkt
17.29
2.04
31.19
22.43
24.23
6.72
22.43
22.61
24.74
6.87
37.50
16.43
28.71
23.13
12.91
45.12
The Matures
(combined group)
HH
Count
100 755,929
12
0
180
11,482
130
29,080
140
13,304
39
0
130
129
131
7,181
143
9,563
40
0
217
4,187
95
648
166
16,277
134
3,357
75
15,259
261
1,994
% HHs
Index
in Mkt
14.15
0.00
2.95
13.11
7.97
0.00
0.08
7.53
10.32
0.00
6.55
0.95
22.93
4.54
26.29
3.67
Urban Downscale
Young & Matures
HH
Count
% HHs
Index
in Mkt
100 278,870 125.69
0
9,206
0.79
21
22,343
5.74
93
54,427 24.53
56
49,342 29.56
0
5,535
2.12
1
4,249
2.50
53
27,445 28.79
73
27,457 29.64
0
767
0.79
46
21,966 34.35
7
2,191
3.21
162
16,224 22.85
32
5,170
6.99
186
23,183 39.94
26
9,365 17.24
Ontario
Upscale Families
HH
Count
Francophone
Couples & Families
% HHs
HH % HHs
Index
Index
in Mkt
Count in Mkt
100 551,424 248.54
7 127,312
10.95
49
63,035 16.18
209
26,430 11.91
252
19,145 11.47
18
89,789 34.31
21
42,509 25.03
246
16,719 17.54
253
11,609 12.53
7
63,628 65.73
293
6,445 10.08
27
42,174 61.82
195
0
0.00
60
28,789 38.95
341
1,924
3.32
147
11,916 21.94
100 2,819
70
0
104
827
76
0
73
0
220
0
160
0
112
0
80
0
421
0
65
0
396
0
0 1,992
249
0
21
0
140
0
1.27
0.00
0.21
0.00
0.00
0.00
0.00
0.00
0.00
0.00
0.00
0.00
2.81
0.00
0.00
0.00
Young Urban Visitors
HH
Count
100 199,333
0 143,572
31
47,212
0
2,439
0
4,977
0
213
0
0
0
0
0
730
0
0
0
0
0
0
413
0
0
190
0
0
0
0
% HHs
Index
in Mkt
89.84
12.35
12.12
1.10
2.98
0.08
0.00
0.00
0.79
0.00
0.00
0.00
0.00
0.26
0.00
0.00
100
327
321
29
79
2
0
0
21
0
0
0
0
7
0
0
Factors to Consider When Planning Marketing Strategy:
− The proportion of the market captured by that target group (% of HHs in Mkt)
− The index score to determine if the target group is over or under represented within that specific market
 Index of 100 = average
 < 100 = below average representation
 > 100 = above average representation
− The proximity of the location to the North Eastern Ontario region, factoring in the travel that would be required to visit the area
− The cost associated with marketing in one area over another (i.e. Toronto. CSD compared to Barrie, CSD)
− While the CSDs above capture a large number of target households, there are also other smaller markets that are highly
penetrated by your target groups. Please Refer to the Quantify & Locate document to explore all markets
Middle-Aged Families includes Upscale Middle-Aged Families and Middle-Aged Exurban Families
The Matures includes Mature Middle-Class Couples and Town & Country Matures
20
Target Group Map: Toronto, CSD
21
Target Group Map: Hamilton, CSD
22
Target Group Map: London, CSD
23
Next Steps
- Optional – Additional Media Highlights and Rankings
•
•
North Eastern Ontario – determine target group(s) for media rankings
Responsibility: Environics Analytics
- RTO 13 Integration
- Additional Personas
24

Visitor Segmentation - Northeastern Ontario, Canada

Transcription

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