Crosstabbing and Segmentation Analysis

Crosstabbing and Segementation enable to you to better understand your current – and potential – customers. Using syndicated or proprietary data, users can easily sort, explore, and segment data to better understand who buys their products, why, and what other relevant behavior they exhibit. With these tools, you can ask endless meaningful questions of your media data. Let’s say you are helping launch a new environmentally friendly cleaning product. Who is most likely to buy that product? How much do people spend on cleaning products? What media do they consume? Where do they shop?  Telmar makes it easy to understand the data you own, see patterns, and go deeper to see relationships not immediately apparent in an Excel spreadsheet. With rich and insightful graphics, your data comes to life in multiple dimensions.

With our visual tools like PMAPS, Correspondence, CHAID, and Cluster, clients can see just how different various users are, and find untapped potential users.

PMAPS provides users with a visual presentation of two values plotted along X and y axis. For example, see how magazines fall relative to age and gender. Additional graphics can be added for further illustrative purposes.

Correspondence mapping shows how brand preferences correspond to various attitudes, behaviors, and opinions. For example, people who eat sugar cereals tend not to pay attention to their caloric intake.

CHAID looks like an organizational chart, but shows users which demographics or factors are more relevant for a given target. For example, the most important factor distinguishing diet cola drinkers from non-diet cola drinkers is gender. That is, the index split between men and women on diet cola is wider than on any other factor, including age, salary, education, geographic location or political views. CHAID then proceeds to distinguish within each factor, finding for example that women who work in cities are 20 times more likely to drink diet cola that suburban housewives.

CLUSTER goes one step further, breaking brand users into mutually exclusive groups. For example, Empty Nesters, Working Moms, Athletic Singles, Organic Couples. These cluster groups can then be used as targets in media planning, ensuring that planners deliver the ad message across all groups.

Telmar currently loads over 4000 media studies for Crosstabbing and segmentation and constantly adds new syndicated & proprietary studies.

Of course, the Telmar team of specialists can assist you with PMAPS, CHAID, Cluster or Correspondence interpretation.