$1$ Marketing Analytics: Using Demographic Data to Select Target Markets

Genevieve owns a booming plastic surgery clinic in Santa Fe$,$ New Mexico. She is specialized in the restoration, reconstruction, and alteration of facial and body aesthetics. In the past five years or so$,$ she has noticed a surge of older people $($aged $65+)$ retiring in her renowned city of Pueblo$-$style architecture, Santa Fe$.$ So$,$ she decided to study her target market. Understanding her audience composition in terms of age, gender, and lifestyle would enable her to develop creative content on her website, buy the right media channel to communicate her messages, and target the accurate target market through marketing and remarketing campaigns. But, as a surgeon, she has neither the experience nor the time to do this on her own. So$,$ she called a friend of hers, a university professor, and asked her to recommend a top marketing student to do this analysis. You are chosen from among $540$ students. You begin by suggesting analyzing Genevieve's website users in order to gain an accurate picture of the composition of her

$($c$)$ Ariel Skelley$/$Getty Images target market.

Figure $1$: Age, bounce rate, and conversion rate

Me

$\backslash$table$[[,$Acquisition,New Users Online Behavior,Purchase$],[\backslash$table$[[$Age$]],\backslash$table$[[$All Users$]],$New Users,$\backslash$table$[[$New Users$],[$Who$],[$Viewed$],[$Only One$],[$Page$]],\backslash$table$[[$Bounce$],[$Rate$]],\backslash$table$[[$Pages$],[$Viewed per$],[$User$]],\backslash$table$[[$User$],[$Duration $($on$],[$avg$.)$ in$],[$Seconds$]],\backslash$table$[[$Users Who$],[$Were$],[$Engaged in a$],[$Transaction$]],\backslash$table$[[$REVENUE$]],\backslash$table$[[$Ecommerce$],[$Conversion$],[$Rate$]]],[(18-25)/(26-35),4500,1200,400,,4,90,185,$$$25,000,],[36-45,1000,300,250,,3,70,30,$$$20,000,],[56-65,500,200,8,,3,60,20$ $$,$$$15,000,],[,,50,30,,2,45,$$$,$$$10\mathrm{.}000,]]$

CTaw

Prev

$1$ of $1$

Next