First Up: Market Segmentation Tools
Make Your Customer’s Acquaintance
Does your prospect like to hike on the weekends or would she rather take in a flick? How about her neighbor … what does he like to do? How much does each make? If you were a casual observer, it might seem slightly intrusive to ask such questions outright, but to a marketer, this insight into consumers’ lives is pure gold.
With a reserve of information compiled on the basis of both demographic and attitudinal variables, a data append is one tool marketers can use to supplement existing data. The systems described below are a sampling of available offerings, which can help mailers divide the landscape of today’s consumer population into cross sections that detail facts as in-depth as the answers to the questions above. Read on for a summary of what each is and where the data is obtained.
MosaicUSA from Experian Marketing Solutions
Data sources: INSOURCE household-level data as well as Experian’s data assets
What it does: Classifies U.S. neighbor-hoods into 12 specific groupings based on demographics. Those 12 groups are sub-divided into 60 Mosaic types with details on lifestyles, occupations and interests.
• MosaicGlobal, which enables a business to extend classification to an international level.
• The opportunity to link to any customer or syndicated survey—using Experian Research Services’ Bureau National Consumer Survey, Mediamark Research and others—to provide information on consumer behavior and attitudes.
For more information, visit www.experianmarketingsolutions.com/products/ mosaic.html or call (224) 698-8349.
Personicx from Acxiom
Data source: Acxiom’s InfoBase household data
What it does: Part of Acxiom’s Customer Data Integration Suite, Personicx was developed as a system rooted in life stages (e.g., whether a prospect is single, married, retired) and the idea that households in a similar life stage will share consumer behaviors. This system provides individual household-level segmentation by breaking data into 70 groups that share consumer similarities.