Data

Demographics and Behavior Data

Thousands of data elements related to behavior, demographics, and interests are available to append to existing customer data. Data Marketing Strategies can help determine which are the most relevant elements from among multiple data sources.  Learn more about Demographics and Behavior Data.

Segmentation Models

Segmentation systems use statistical methods such as CHAID or K-Means to classify individuals or households into (typically) mutually exclusive segments or clusters. These models combine multiple demographic characteristics into a single dimension which can simplify analysis. For example, Personicx LifeStage uses a combination of Age, Income, Homeowner/Renter, Presence of Children (and age ranges), Net Worth and Urban vs. Suburban vs. Rural to group each U.S. household into one of 70 mutually exclusive clusters. Consumers of different products or services are more likely to appear in some clusters vs. others. Personicx LifeStage is one of the data elements analyzed in the Lookalike Portrait Report. Other segmentation systems focus on specific products, behaviors, attitudes or ethnicities.  Learn more about Segmentation Models.

Pre-built Predictive Models

We like to think of these predictive (aka propensity) models as “orthogonal” to traditional demographic models…they give you a whole new dimension for targeting new prospects or gaining insight about existing customers. Think about how difficult it would be to use traditional demographics to reach people who are in-market for a new car or a new home. Only a multi-dimensional model based on millions of data points will work in this case. That’s how these models are created: they start with known buyers, users or other propensities and use predictive analytics to create and test a model that can then be applied to all U.S. households, which are scored on a scale (typically 1 to 20). These predictive models can then be used, along with other demographics as needed, to either select a precise target audience or to append to existing customer records for cross-sell/upsell campaigns or interactions.  Learn more about Pre-built Predictive Models.

Databases and Data Extracts

To create your model you may require a full U.S. or regional name/address database license of all households with dozens or hundreds of demographic elements. Others may require a representative sample for short-term model development. Learn more about Databases and Data Extracts.

Custom Geo-Demographic Reports

Learn demographic and behavioral characteristics of local market areas with a custom Geo-Demographic Report. We will provide household counts by ZIP Code for your chosen key demographic variables. Learn more about Custom Geo-Demographic Reports.

Data Enhancement via Self-Service UI

Data enhancement is available from multiple data sources using batch methods based on either FTP sites or a self-service user interface known as DataMarketing.io.  Learn more about Data Enhancement via Self-Service UI.

Real-time Enrichment and Scoring API

The advantage of the real-time API is that you are able to learn a great deal about a new customer or newly identified prospect. The API is able to receive data in multiple forms and append dozens of data bundles in 50 milliseconds for to be scored. Learn more about the Real-time Enrichment Data Pipe / API.