CCS 2011
- 2. WHAT IS CCS?… • CCS (Consumer Connection System) is Carat’s proprietary consumer insight study that was created to respond to the increasingly fragmented communications landscape. It offers a single source measurement of consumer’s interaction and engagement with a broad range of touchpoints. • Through continuous evolution, CCS ensures the latest digital touchpoints are measured, including social media, mobile phones and tablets activities • CCS underpins Carat’s ICP (Integrated Communications Planning) framework and provides rich data to fuel the Portrait, Footprint and Journey steps
- 3. WHY DO WE HAVE CCS?… • Competitive advantage • Better work • Global consistency • Additional revenue • New Business
- 4. Carried out across 40+ markets in 2011 WHERE IS CCS? Nationally representative samples Online + offline methodology (US employs an online survey) Core Markets will be available in Telmar (timing TBD) : US, Germany, Spain, Italy, Australia, Austria, France, Russia and Japan CCS 2011/2012 Markets: Australia, Austria, China, France, Germany, Ireland, Italy, Japan, Malaysia, Russia, South Africa, South Korea, Spain, Taiwan, Thailand, Turkey, UK, Ukraine, US, Belgium, Brazil, Bulgaria, Canada, Czeck Republic, Denmark, Egypt, Finland, Hungary, India, Indonesia, Israel, Saudi Arabia, Latvia, Lebanon, Lithuania, Morocco, Netherlands, New Zealand, Poland, Portugal, Romania, Russia, Slovakia, Switzerland, UAE, Vietnam, Philippines, Mexico
- 5. …AND WHAT DOES IT DO? Targeting Media consumption Consumer Touchpoints Who are my How can I target most valuable my consumers Segmentation consumers and how more effectively? Ad effectiveness can I understand them better? Pen portraits Media States Content What type of content is most Engagement relevant Journey
- 6. CCS BENCHMARK Magazines Out of Home Media Internet Word-Of-Mouth Decision Making Demographics Media Effectiveness Direct Marketing Cinema Daily Diary Attitudes Social Media Sponsorship Travel Television Mobile phones Advertising Newspapers Radio Promotions Product categories Events Sports Product Purchase Channel Planning Brands PR Hobbies & interests Internet Celebrity endorsement
- 7. CCS US STRUCTURE US Media & Lifestyle Benchmark 27,000+ Respondents (20,000 + 7,000 bonus sample) Age 15-64 60 minute Custom Client online survey Re-Contact Up to 7,500 respondents Category Insight Brand data/ Usage and Attitude Segmentation data is merged with the media Brand/product affinity and lifestyle data to Segmentation (targeting) make insights truly Consumer Journey media actionable * Varies per market
- 8. WHAT’S NEW WITH CCS 2011 • Sample size more than doubles • 20,000+ AND a bonus sample of 7,000 = 27,563 • Allows for more stable sample within smaller segments • Eg. Race/Ethnicity, LGBT, DMA level, Occupation/job title • Field dates: Mid October – Early December; Sample Boost in January • Release date: March 2012 (in Telmar) • Telmar row files (demos, psychographics, media) and excel macro is available to pull a CCS 2011 full run
- 9. MORE STABLE SAMPLES IN NICHE TARGETS • Race/Ethnicity • Spanish language spoken at home (among Spanish/Hispanic respondents): • White/Caucasian: 17,929 (74%) • Primary: 1,509 (27.4%) • Black/African-American: 5,022 (12.6%) • Secondary: 2,563 (41.9%) • Asian: 2,181 (6.2%) • No Spanish: 1,873 (29.7%) • Other: 3,699 (7.3%) • Prefer not to answer: 63 (1.1%) • Spanish/Hispanic Descent: • Sexual Preference: • Yes: 6,008 (15.3%) • Straight/Heterosexual: 25,277 (91.5%) • Gay/Lesbian/Homosexual: 958 (3.8%) • Bilingual Survey • Bisexual: 585 (2%) • 1,128 took survey in Spanish • Transgender: 24 (.1%) • Not sure:143 (.4%) • Prefer not to answer: 576 (2.2%) New Questions for CCS 2011
- 10. MORE TO COME WITH CCS...