Week 4 : Expected Output Guidance

Final deliverable

•Executive Summary
•Methodology/Approach
•Initial Findings or exploratory analysis*
•Results* – Top costumers and top markets to target based on previous weeks results
•Targeting strategy

*Refer to subsequent example presentation slides

[Example] Customer profile: Modest Families
Identify the top penetrating segments using the weighted score method by selecting the right attributes from the
Survey data.

Behaviour and Psychographics

Demographic profile Review Blogs/Social Networking Sites to Learn About Insurance

Text Messaging is an Important Part of My Daily Life- Agree

Find Financial Products/Services I like, Recommend to Others

Healthy Living Score: Better to put money in low-risk, even if return not as great
Age: 18-64
Low/Medium
Among First of my Friends to try new Technology Products

I Go to the Doctor Regularly for Check-Ups

I Work Primarily for the Salary

Ethnicity: White, Black,
Income: $83K (Up-scale)
Asian, Hispanic Use internet for medical information

Visited WebMD in last month

Education: College I Rely on my Physician to Recommend Drug Brands

Graduate/Bachelor’s Average HH size: 2.6    
Degree
Media Trusted the Most

Internet

Residential Insurance: Magazines

Employment:
Prefer better policy features
Management/ Professionals Newspapers
than lower price
Radio

Television
[Example] Demographics of ‘Modest Families’
Household Occupation Demographics

Sales/Office Average Age 42

Average Income ($) 83,147

Professional
% Hispanics 10%
Other Employed

Natural Resources/Construction/Maintenance

Management/Business/Financial
Marital Status Employment Race

Single Unemployed White

0% 10% 20% 30%

Other
Part Time
Other
Education Black
Full Time
Post Graduate Degree Married Asian
Graduated High School 0% 20 % 40 % 60 % 8 0 % 0 0%
0% 10% 20% 30% 40% 50% 60% 1 0% 20% 40% 60% 80% 100%
Did Not Graduate High School

Bachelor's Degree
IPA Household composition
Attended Some College
$1million-
0% 10% 20% 30% 40% $2million Married Couple, Other Adults

$500K-$749K
Tenure Married Couple, Children <18 and
18+
$100K-$249K
Rents Home
$50K-$74K Married Couple Only

Own Home < $25K 1 Adult, Children <18

0% 10% 20% 30% 40% 50% 60% 70% 80% 0% 5% 10% 15% 20% 25%
[Example] Key Locations
Using the final score, rank the cities and create a combined strategy to identify key locations to target

Housing
Population growth
City Name Score Crime Rate Construction Top segment’s penetration
in 2011-12
rate

Brooklyn 115 4.1% 2,202 19.6% 23.4%

New York 109 8.0% 1,372 10.7% 34.5%

Las Vegas 91 2.6% 1,134 20.1% 12.2%

Bronx 90 3.4% 860 2.4% 20.6%

Phoenix 90 7.9% 608 8.4% 12.9%

Atlanta 86 0.9% 764 4.9% 15.4%

Indianapolis 84 7.9% 375 2.4% 20.1%

Tucson 84 -4.6% 405 4.0% 27.7%

Fort Worth 82 -1.1% 523 1.7% 28.7%

Charlotte 75 3.3% 363 17.3% 21.3%

Score: Low High