Disney Gains Insight With Household-Based Life-Stage Segmentation

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KISSIMMEE, FL -- A division of Walt Disney Co., Lake Buena Vista, FL, adopted a database marketing program that uses a methodology for segmentation based on consumer behavior, a consumer household stage of life -- such as single, married, parents or empty nest -- and other socioeconomic factors.


The program was explained at yesterday's NCDM conference.


Household-based life-stage segmentation is "constructed much like geodemographic systems, but tied to [a] household, not a piece of geography," said Josh Herman, product leader, data product innovation at Acxiom Corp., Little Rock, AR. "It is segmentation according to consumers' different stages of life -- demographic and socioeconomic characteristics."


Database marketers use this type of segmentation as a complementary tool to analyses such as lifetime value profile, churn risk and campaign response. Keith Allan, director of customer intelligence at Walt Disney, used this segmentation because the company is very life-stage-oriented.


"You visit Walt Disney at different stages in your life, [like] after you've become a parent or when you become a grandparent," he said.


For its program, the Walt Disney Parks and Resorts Online division used Personicx, Acxiom's household-level-based system that places all U.S. households into one of 70 segments based on consumer behavior and demographic characteristics. Personicx is based on Acxiom's InfoBase data. InfoBase is a complied list covering about 110 million U.S. households with demographic marketing data.


The company profiled WDPRO data for Disney Vacation Club online video requests. Findings included:


· More than 40 percent of this customer base can be classified into three high affinity segments.


· The top three segments can be divided into nine subsegments, or clusters.


· The top cluster -- Skyboxes and Suburbans, which includes married households aged 36-55 with a $125,000 household income -- is only penetrated 0.6 percent.


In another example, Allan said WDPRO appended Personicx data to e-mail addresses submitted with online survey responses.


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