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M. Carmichael

Buyographics

M. Carmichael Buyographics How Demographic And Economic Changes Will Reinven 2013
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Biographical note:

Matt Carmichael is a seasoned journalist who specializes in demographics, consumer trends, and urban issues. He is a vice-President of Journal Communications Inc., and the editor of Livability.com which focuses on what makes small and mid-sized cities great places to live and work. Previously he was with Crain Communications where he served in a number of roles including the Senior director of research and data at Crain’s Chicago Business and Director of data strategy at Advertising Age. At Ad Age, he founded and edited the AdAgeStat blog focusing on research and analysis of demographic and consumer trends.

Main description:

Author Matt Carmichael has been tracking demographic shifts for years, and provides a data-rich look at the changing American consumer. This book follows 11 families in 11 representative counties to examine their lives and how the decisions they make impact consumer behavior. This is not just a data book, because in the end each of those numbers—in datasets big and small—is a person. As you read those stories, the trends come to life and give you a greater understanding of how to reach your target—whether it’s a baby boomer farmer in Teton, Montana or a set of working parents in one of the most affluent counties in the US. Carmichael focuses on the top ten trends that are reshaping the consumer landscape and impacting buying behavior and the economic outlook of the world’s most important market. For each trend he provides ethnographic research from the families, stats from the leading consumer data sources, and exclusive interviews and examples from marketers, agencies, and media executives. These trends show how America is aging, growing more diverse ethnically, and becoming more polarized economically. Buyographics is a smart, engaging read that will be important for every marketer to consider before creating a successful campaign.

Review quote:

"The trends remaking the way we live and work in cities are powerfully reshaping what we buy and how we consume.  Matt Carmichael gets it.  Read BUYOGRAPHICS and you will too."  —Richard Florida, senior editor of the Atlantic and bestselling author of The Rise of The Creative Class

BUYographics is a combination of big data insights grounded in demographic realities.  This book sets a new standard for understanding consumers and their relationships to brands and each other.” —Michael Lazerow, CMO,  Salesforce Marketing Cloud,  CEO/Founder: Buddy Media

 “An essential book for anyone who wants to truly understand today's consumers. Matt transforms dry demographics into a deep understanding of consumer behavior. ” —Peter Francese, Founder of American Demographics magazine and Demographic Analyst & Forecaster

“This book reveals very usable patterns from a unique combination of demographic and other data by using a filter of people and perspective." — Rishad Tobaccowala, Chairman Razorfish and DigitasLBi

“A fascinating look at the changes sweeping the United States and what they mean for the world of marketing. Segmentation and targeting have long been core marketing concepts. Matt Carmichael shows how marketers can take things to a new level today, using the power of big data to identify and connect with customers.” — Tim Calkins, Clinical Professor of Marketing, Kellogg School of Management, Northwestern University, and author of Defending Your Brand

BUYographics by Matt Carmichael is an extremely engaging book.  Matt provides excellent breadth of insights by combining publicly available data with private big data sources and primary research and shows marketers where business opp

A broad sweeping look at the changing American consumer trends based on demographic data


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