INGATE

From The Sip Trunking Experts

TMCNet:  As the Flu Virus Spreads, MaxPoint Identifies Most Concerned Cities across the U.S.

[January 31, 2013]

As the Flu Virus Spreads, MaxPoint Identifies Most Concerned Cities across the U.S.

RALEIGH, N.C. --(Business Wire)--

As the flu virus spreads across the U.S., MaxPoint, the company that helps retailers and brands drive local in-store sales with its innovative Digital Zip® technology, announced its latest Interest Index, which reveals the cities most interested in flu-related remedies. Huntsville, Alabama tops the list of cities most concerned by the epidemic, closely followed by Knoxville, Tennessee and Greensboro, North Carolina. Utilizing these insights, advertisers can tailor hyperlocal digital campaigns to the right neighborhoods, thereby maximizing in-store purchases of flu-related products - from facial tissues and chicken soup, to antibacterial spray and over-the-counter flu drugs.

As of January 5, 47 states had reported widespread geographic flu activity. Boston and New York City have even gone so far as to declare citywide health emergencies. Despite these developments, these two cities didn't make the top 10 when it came to consumer concern surrounding the virus, highlighting how crucial it is for advertisers to dive deep into neighborhood and audience data - rather than depend on assumptions - when building their campaigns.

By analyzing billions of in-store purchases and online data points, MaxPoint found that the 10 cities most interested in all things flu-related are the following:

1. Huntsville, AL
2. Knoxville, TN
3. Greensboro, NC
4. Greenville, SC
5. Des Moines, IA
6. Rochester, NY
7. Birmingham, AL
8. Boise, ID
9. Augusta (News - Alert), GA
10. Milwaukee, WI

To further help retailers and brands find the right shoppers for their products, the Interest Index layered additional levels of data to determine that neighborhoods within Huntsville, Alabama - the city most concerned about the flu - differ in their preferences for generic and brand-name products. For example, the Darwin Downs, Nolan Hills and Rainbow neighborhoods show more interest in generic products, while the West Huntsville and Windsor Manor neighborhoods tend to purchase brand-name remedies fortheir flu symptoms.


Shopper Profile

Shoppers purchasing flu-related items in the top cities tend to share certain characteristics. On average, these shoppers are 36 years old, own their homes, and make between $50,000 and $60,000 per year. Most of these shoppers have at least a high school education and have children. The similarities go well beyond basic demographics. A closer examination reveals that those concerned with the flu also search for similar subjects online and make comparable in-store purchases.

Interest Data in Action

Using the data from this Interest Index, MaxPoint ran several digital advertising campaigns, including the following:

  • A global pharmaceutical company with a diverse healthcare portfolio - including pharmaceuticals, eye care products and vaccines - wanted to drive adults over the age of 65 to select pharmacy locations to receive flu shots. Using MaxPoint's hyperlocal advertising approach, the company achieved 164 percent lift in awareness of its flu vaccine at participating pharmacies.
  • A manufacturer of analgesics wanted to increase brand awareness and drive sales of its products. By running digital ads with MaxPoint, the manufacturer achieved 3 percent sales lift in mass merchandise stores.

"Flu activity is heightened across nearly every state in the nation right now, making this a great time for advertisers to promote products that appeal to flu-ridden and flu-fearing shoppers," commented MaxPoint COO Gretchen Joyce. "By targeting these shoppers on the neighborhood level, brands advertising flu remedies can find the most-qualified consumers for specific products, thereby increasing in-store foot traffic and purchases."

About the MaxPoint Interest Index

Using its unique Digital Zip technology, MaxPoint analyzes billions of data points consumed by neighborhoods across the United States such as: offline point-of-sale data, social media, videos, music, local Web pages and online magazines. For the January Interest Index, the company scored each neighborhood across hundreds of online topics related to consumers' interest in the flu virus, including pneumonia, flu shots, body aches, flu remedies and urgent care centers. In addition, MaxPoint evaluated neighborhoods' purchases of flu remedies, such as facial tissues, hand sanitizer, chicken soup, TheraFlu®, Tylenol® Cold and Flu Severe, and cough drops.

About MaxPoint

MaxPoint's retail advertising platform drives in-store traffic for retailers, brands, and multi-location business owners. The company's Digital Zip® technology delivers the most effective and scalable hyperlocal neighborhood-level online campaigns. MaxPoint can pinpoint qualified customers interested in purchasing a product with more precision than using traditional zip codes, ultimately offering accurate neighborhood-level targeting with national reach and local results. Founded in 2007, MaxPoint has offices in New York, Chicago, Los Angeles, Atlanta, Austin, Bentonville, Cincinnati, and Raleigh. For more information visit www.maxpoint.com, follow us on Twitter (News - Alert) @maxpoint_int, and subscribe to the OnPoint blog.


[ Back To SIP Trunking Home's Homepage ]

Loading
Subscribe here for your FREE
SIP TRUNKING enewslettter.

Featured Partner


Featured Whitepapers

SIP Security for the Enterprise
Voice over IP (VoIP) is incorporated into a variety of computer networks, both public and private, and used for everyday transactions and communications among carriers, businesses, government agencies...

Making A Broadband Purchase Decision
Businesses today have many options for broadband connectivity. Clarifying your particular business needs prior to selecting a broadband provider will ensure an optimal match of broadband service to your requirements.

Voice-Optimized Network Delivers Premier Call Experience
Customers equate call quality with business quality. Real-time communication, interpersonal interaction, and the cordial tone of a call center representative can create a positive impression of your business that no email can match.

Featured Case Studies

Business Telecom Expenses Reduced 50%
A small to medium sized company in the midwest was interested in migrating to IP Communications, but in today's economy, they were hesitant to upgrade their communication system due to their perception that the cost would outweigh the benefits.

Multi-State Company Cuts Telecom Costs 50%
A multi-site, multi-state company with extensive monthly long distance fees and toll-free charges did not have adequate broadband for Broadvox SIP Trunking requirements, nor did they have a SIP enabled telephone system.

Discover Leisure Connects Remote Users to its IP-PBX
Discover Leisure is one of the largest resellers of caravans and motor homes in the UK. With 15 branch of?ces all over the country, the company spent a great deal of money every month just on internal phone calls.

Featured eBOOKS

Internet+: The Way Toward Global Unified Communication
Connecting the telephony of the enterprise PBX or Unified Communications (UC) system using SIP trunks instead of conventional telephone lines has been very successful in recent years.

What is SIP Trunking? Edition 2
SIP trunking is becoming more of a focus for service providers. One key issue many service providers face when deploying SIP trunks is NAT, or Network Address Translation, traversal.

What is SIP Trunking? Edition 1
A vast resource for information about all things SIP - including SIP, security, VoIP, SIP trunking and Unified Communications.

Featured Videos

Broadvox VAR Testimonial VAR 1:
Part 1 of the VAR (Value Added Reseller) Partner Program Testimonials for Broadvox...

E-SBCs AS The Demarcation Point:
Ingate's Steve Johnson talks to Erik Linask about the role session border controller plays as the demarcation point at...

Demystifying DPI
How can deep packet inspection protect your SIP traffic as well as your entire network?

Featured Resources

Partner Program Overview:
Over 4,000 VARs, Master Agents, Solution Providers, and Independent IT Professionals trust Broadvox. We offer customized services and solutions to fit seamlessly into any company's business model. And when you partner with Broadvox, every member of our team stands behind you and your customers 100%...

SIP Trunk UC Summit

What's New

Presenting the New Ingate/Intertex Website:
Internet+ is an extended Internet access allowing high quality SIP (Session Initiation Protocol) based real-time person-to-person communication, everywhere and for any application. It applies to both fixed and mobile networks ...

Featured Blogs

Featured Webinars

Secure SIP Trunking:
What You Need to Know

Successfully Deploying Enterprise SIP Trunking:
Tools and Techniques for Overcoming Common Roadblocks

Featured Podcasts

Getting the Most Out of Your SIP Trunks:
Ingate's Steve Johnson and TMC's Erik Linask discuss how best practices forgetting the most out of SIP Trunking services and common pitfalls to avoid.

Featured Datasheets

Ingate SIParator E-SBCs
Adopting SIP is a simple process with the Ingate SIParator, the secure enterprise session border controller (E-SBC). The SIParator makes secure SIP communications - including VoIP,SIP trunking and more - possible while working seamlessly with your existing network firewall.

Ingate Firewalls
Everyone is talking about enterprise usage of VoIP, instant messaging and other types of realtime communications including presence and conferencing.

SIP Trunk Solutions for Service Providers
The award-winning Ingate Firewall and Ingate SIParator deliver a high quality, reliable SIP trunk connection between the customer's IP-PBX and the service provider network, and solve interoperability issues to simplify deployments and support for remote diagnosis of reported issues.