Here's another chart I created from MSN AdCenter data.
Personally, I think this is the most innovative chart I made from their analytics. In a way, MSN AdCenter could do the same thing as they process the data as it's all in their database - it's just how the data is organized.
You can literally take a keyword phase and map it back to the Geo-Demographic clusters that are searching for what the keyword represents to them.
For example: Looking at Miami Ink on TLC lately - just to get a sense of who would get a Tattoo, it seems to me people who have who like a strong element of danger. Based on MSN's AdCenter data I found the group that most searched for Tattoos were Metropolitan Strugglers, and this is what the MOSAIC GeoDemographics system has to say about this cluster group.
Metropolitan Strugglers contain people who live in less sought after
neighbourhoods in large population centres and who often battle against
high levels of crime, drug addiction and social disorder as well as difficult
physical environments. Often poorly paid in low skill service jobs such as
office cleaners, parking attendants, security staff, transport workers, these
people are seldom able to afford to buy their own homes and typically live in
cramped rented apartments, very often in social housing schemes. Here
those that are employed and who have partners and children are typically
mixed in with a significant minority of others who may have lost their jobs,
who do not have the skills to get a job, ex-offenders and drug addicts as well
as single parents and people in transient household arrangements. The
presence of these minorities often causes the most ambitious members of
the community to leave, resulting in the continuing social decline of these
neighbourhoods. These are areas where many households don’t have access
to a car, where consumer credit is hard to come by and where it is often
difficult to find retail outlets other than those that appeal to the discount
market.
This data was from the Mosaic Global E-handbook and it applies to people all over the world while MSN's Geo-Demographic data applies mainly to the United States only. Overall, the description of Metropoltian Strugglers appears to be fit what my impression of the typical tattoo seeker.....but I pulled the data and made the corrolations from MSN DATA .... not my own impressions.
Powerful Stuff........
Wow! This is exciting at how powerful this is!
Posted by: Tim Stay | February 24, 2006 12:13 PM | Permalink to Comment