Connex Consumer Profile Report
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1 Connex Consumer Profile Report
2 Ruf Knows Tourism! Acxiom Marriott World Center Time Share Owner Study Ambassador Tours (Cruise Line Agency) Cluster Appends Advanced Reservation Systems, Inc. (ares Travel) Customer Profile Arizona Office Of Tourism Navigator Client since 2002 Boyd Tamney Cross (Agency Of Record For Luxury Hotel Group) Cardinal Path (Vacation Home Rentals Outer Banks, NC) Drake Cooper (Agency of Record for Idaho Tourism) Customer Profile & Idaho Travel Conference Presenter Raleigh Convention & Visitors Bureau Profile Analytics & Leads Experian Inc. Data Partner & Reseller since 1994 Grand Incentives Analytical Data Warehouse & List Appends Hoffman Lewis (Agency Of Record for the Missouri Division of Tourism) Deployments For MDT Kansas Tourism Wildlife and Parks SmartView Client Kerr & Downs (Research Agency for Ft. Walton Beach) Inquirer Profile Lawrence & Schiller (Agency of Record for South Dakota) Missouri Division Of Tourism (MDT) Navigator System with Optional Lead Generation since 2004 Nevada Commission On Tourism Navigator Client since 2003 Tennessee Tourism Development 2013 Overnight Leisure Study Olathe (Kansas) Chamber Of Commerce Ad Effectiveness Study Phoenix CVB Overnight Leisure Study Pocono Whitewater Mailing Lists for White Water Adventure Prairie Meadows Racetrack & Casino Lead Generation Scottsdale CVB Ruf Client since 2005; Most Recent Project being the Scottsdale VICA (Visitor Industry Consumer Analysis) Study for 16 Scottsdale Properties simpleview, Inc. Demographic Appends, NCOA & File Enhancements; Plus, our relationship expands our influence to additional CVBs & DMOs SKAR Advertising (Agency of Record for Nebraska Lottery) 3 year Navigator Contract Awarded October 2012 SLS Hotel at Beverly Hills Overnight Leisure Study Texas Tourism Navigator Client since 2009 Travel Guard Navigator Client since 2004 Travel Guard, Canada Navigator Client since 2010 Tucson CVB Profile, Appends & Overnight Leisure Study Utah Office Of Tourism Navigator Client since 2008 Slingshot LLC (Agency of Record for Texas Tourism) Client since 2009
3 What is Cluster Analysis? Cluster Analysis is a statistical process that divides a set of observations into similar groups across a wide range of variables Demographic: Age, Gender, Income, Homeownership, Marital Status, etc. Geographic: Urban/Rural, Population Density, Summarized Credit Data Psychographic: Lifestyles, Hobbies, Politics, Brand & Product Usage Media usage: Listen, Read, Watch Buying Habits/Preferences: Hotel, Car Rental Memberships, Store/Product Preferences Multi sourced data from leading providers KBM Group, US Census, MRI, TNS and Ruf proprietary models Proprietary Information Provided by Ruf Strategic Solutions 3
4 Proprietary Information Provided by Ruf Strategic Solutions 4
5 Top Performing Connex Clusters with Significant Customer Penetration These top 5 Connex Clusters represent 10% of the Gulf Shores CVB Inquiry file and 3.4 % of the market area. The lift for these five clusters is 294. In other words, targeting these top 5 clusters should generate 2.94 times better results versus targeting the entire file.
6 Proprietary Information Provided by Ruf Strategic Solutions 6
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13 Gulf Shores CVB Customer Distribution by ZIP3
14 Gulf Shores CVB Market Penetration by ZIP3
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17 Proprietary Information Provided by Ruf Strategic Solutions 17
18 Proprietary Information Provided by Ruf Strategic Solutions 18
19 Proprietary Information Provided by Ruf Strategic Solutions 19
20 Proprietary Information Provided by Ruf Strategic Solutions 20
21 THANK YOU! Stick round for more after lunch where we will discuss a lodging study. Terry Berggren Terry@ruf.com Proprietary Information Provided by Ruf Strategic Solutions 21
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