Claritas®, a marketing leader that helps companies find and
win their best customers has launched P$YCLE® Premier, the
next-generation version of P$YCLE, a trusted segmentation resource for
the financial services industry. P$YCLE Premier can provide proven
improvements in lift, or measured improvement in reaching best
customers, by 5-7% over the previous P$YCLE model by allowing even more
accurate, privacy-complaint targeting of potential customers across 60
consumer segments, using enhanced big data sets.
The P$YCLE Premier product takes the powerful household demographic and
behavioral data the original P$YCLE model was built on and enhances it
with big data insights that embrace more accurate correlations to net
worth. The two key big data insights center around Property-level Home
Value & Property Characteristics and Technology Usage & Behaviors.
Property-level Home Value & Property Characteristics
The single largest asset of the average American household is the equity
in their home, providing a strong correlation between home value and net
worth. The inclusion of this data allows a more precise use of property
value as a predictor of wealth and financial behaviors. In addition, the
Claritas Income Producing Asset Indicator data set previously ended at
$2 million and greater. With P$YCLE Premier, it is now extended to $3
million+, which helps financial services clients better understand key
distinctions in high affluent segments.
Technology Usage & Behaviors
Equally important is that the new big data model offers clients a
meaningful measure of technology use that identifies the extent to which
a household has embraced technology. There is a significant correlation
between technology adoption and net worth. By tapping ethically-sourced
data from 95 million households and 400 million devices, P$YCLE
Premier’s technology model helps marketers understand hundreds of
technology-related behaviors, including use of certain devices for
specific tasks and the precise activities engaged in by the household
across various devices and channels.
P$YCLE Premier is a ready-to-activate data set that can be fully and
immediately connected across the entire online and offline marketing
ecosystem. It is the newest product in Claritas’ suite of closed-loop
solutions that help companies identify their best customers,
engage and deliver those customers when and where they want to be
engaged, and optimize those engagements with remarkable precision
in real-time.
Webster First, a regional full-service banking system in Central and
Eastern Massachusetts, is already using P$YCLE Premier to refine its
marketing strategy, ad buys and creative for 2019 based on the new
lifestyle segments and technology usage data.
“P$YCLE has been transformative for us; the level of precision P$YCLE
has provided has allowed us to adjust the way we buy and place paid
media,” said John Cournoyer, Vice President of Marketing and
Communications at Webster First. “It has also given us a more intimate
understanding of where prospective customers spend their time (what TV
or print they look at and what devices they view information on), and it
helps us reach them in relevant ways with the right message at the right
time via the right channel.” Cournoyer continued, “Even more impressive
is that P$YCLE Premier is helping us to crystalize our market position
in order to effectively deliver our point of difference and further
personalize and optimize our communications to existing and prospective
customers.”
Critical to the P$YCLE Premier equation is that all data is voluntarily
shared by respondents through first-party original research and trusted
third-party sources. This means no personally identifiable information
(PII) is included so the data is highly compliant with today’s Fair
Lending regulations.
“Within our 60 segments, we’ve further defined three Lifestage classes
and 12 Lifestage Groups that truly allow our clients to know what
products or messages will resonate with each customer,” noted David
Huffman, Senior Vice President of Products at Claritas. P$YCLE Premier
Lifestage group classifications, based on affluence and a combination of
householder age and household composition, provide a different and
broader view of P$YCLE Premier segments. “Our clients have told us they
are tapping into P$YCLE Premier’s technology usage data and segments to
assess potential growth opportunities at the branch level — to customize
the experiences at every touchpoint.”
About Claritas: Transforming the Way Companies Engage their
Best Customers
Claritas has nearly 50 years of experience in providing its clients with
unparalleled insight into the American consumer. Claritas’ unique
closed-loop marketing solution helps marketers find and win their best
customers using trusted consumer data, an industry-leading identity
graph – covering 95 million U.S. households and 400 million devices –
and cutting-edge campaign delivery and ROI analysis tools. Together,
Claritas’ leading-edge data and technology tools allow our clients to identify
their best customers, engage and deliver those customers when and
where they want to be engaged and optimize those engagements with
remarkable transparency and precision in near-real-time. With powerful
technology, trusted data and partnerships, and an expert analytics team,
Claritas provides the why behind the buy that is the key to selling
smarter and maximizing marketing ROI.
Claritas is a company focused on growth and has recently transformed its
capabilities through acquisitions that turbo-charge our core strengths,
including the purchases of Miami-based Geoscape, New York-based
Barometric and Foster City, Calif.-based AcquireWeb. More information
can be found by visiting www.claritas.com
or www.mybestsegments.com.
View source version on businesswire.com: https://www.businesswire.com/news/home/20190412005016/en/