Data

Does the Shoe Fit? How to Select Demographic Data to Enhance Yo
October 1, 1999

by Christine A. Smiley Imagine as you walk by your favorite department store that you impulsively purchase this season's trendiest shoes and wear them home. But you soon realize that shoes are very uncomfortable, and they quickly find a permanent home in the spare closet. You wish you had spent more time going to different stores to compare prices, styles and overall fit. Fortunately, an investment in a pair of worthless shoes may go unnoticed. But companies looking to make a substantial investment in demographic data want to be sure that the purchase will add value to their marketing decisions over time. Even with

Cloning Your Best Customers (1,173 words)
July 1, 1998

by Bob McKim For many years, companies like Claritas, MicroVision, Trans Union and the Polk Company have offered cluster systems, which define customer populations by demographically-defined lifestyle or lifestage descriptions. Developed using statistical analysis of census data and other sources, these systems became quickly popular and widespread in marketing research circles. Terms such as "dinks," "yuppies" and "empty-nesters" became popular marketing lingo. The problem with this method of characterizing a customer base is it ignores the fact that households are not cliches but have their own individual lifestyles. This ZIP+4 clustering, while interesting, does not allow for individual distinctions and therefore households can