CLARITAS P$YCLE

Targeting households by financial behavior and wealth

Overview
Financial marketers who need to accurately understand and predict customer financial or investment behaviors need more than a score–they need an actionable marketing solution–Nielsen Claritas P$YCLE.

P$YCLE is a segmentation system that evaluates consumers using demographic factors that have the greatest effect on their financial behavior, such as income, age, presence of children, home ownership and Nielsen Claritas’ proprietary measure of Income Producing Assets (IPA). The result is a total of 58 segments, within 12 Lifestage groups, each with distinct usage patterns for financial products and services.  Blu partners with Claritas to provide our financial clients with the segmentation data they need to make accurate and actionable decisions.

Features & Benefits
Since 1987, top financial institutions have used P$YCLE in the decision-making process for marketing initiatives such as customer acquisition, retention and cross-sell programs. It is a time tested, proven, market segmentation system that consistently results in program lift.

P$YCLE has a wide range of applications for financial marketing, providing all of the external linkages necessary for the company-wide integration of a single customer concept. Marketers responsible for customer targeting, site analytics and media planning will find applications suited to their needs. With P$YCLE you can:

• Create more relevant messages and offers and determine the best media mix for any given campaign
• Identify cross-sell opportunities
• Compare actual market penetration rates against the potential market size
• Develop and enhance products based on detailed usage patterns and demographics
• Provide insightful information to your product and/or segment managers and determine which products are the "next best" to offer
• Evaluate and map product usage or household balance in your market or branch trade areas
• Measure market and branch composition to identify marketing strategies and set performance goals

© 2008. The Nielsen Company

CLARITAS PRIZM

Lifestyle and behavior precision segmentation

Overview
A savvy marketers’ greatest challenge is understanding the consumer. PRIZM from Nielsen Claritas is the industry-leading consumer segmentation system that yields the richest, most comprehensive and precise insights available. PRIZM combines demographic, consumer behavior, and geographic data to help marketers identify, understand and target their customers and prospects.

PRIZM defines every U.S. household in terms of 66 demographically and behaviorally distinct types, or "segments," to help marketers discern those consumers’ likes, dislikes, lifestyles and purchase behaviors. Used by thousands of marketers within Fortune 500 companies, PRIZM provides the "lingua franca" for marketing in an increasingly diverse and complex American marketplace.

Features & Benefits
With PRIZM segmentation, marketers can better understand their customers and prospects, and target them with tailored messages and products designed just for them. Captured by catchy names, images and behavior snapshots that bring the segment to life for marketers, PRIZM segments are memorable and summarize complex consumer profiles in a way that is intuitive and easy to communicate.

Because PRIZM is linked to the surveys and panels of most major marketing databases in the U.S., the segmentation system enables targeting based on virtually any purchase and media behavior.

Purchase Behavior:

• Apparel
• Appliances
• Automotive
• Communications
• Consumer Package Goods
• Financial Services
• Home Furnishings
• Media Usage
• Travel

Media Behavior:

• Television
• Cable
• Internet
• Radio
• Newspapers
• Magazines

In addition, PRIZM links to nearly all major direct mail list providers and can be appended to a customer file or custom survey–making any consumer insights program actionable through database marketing tactics.

© 2008. The Neilsen Company

< Return to nhance