Segmentation Models

Use Segmentation Models to Gain Customer Insight and Improve Your Predictive Models

Segmentation models such as Acxiom’s Personicx and Claritas’ P$ycle combine multiple demographic elements into a cluster or segmentation model which can highly differentiated customer segments to prioritize marketing campaigns or boost predictive model accuracy.

These segmentation or cluster models use statistical methods such as CHAID or K-Means to classify individuals or households into 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 Demographic Elements including 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 Look Alike Report. Other segmentation systems focus on specific products, behaviors, attitudes or ethnicities. Data Marketing Strategies can help you determine which models make the most sense for your data marketing needs.

The following segmentation models are available for both prospect list targeting and to append to customer data:

• Mosaic USA (Experian) – 71 segments including “Platinum Prosperity”
• Personicx Lifestage (Acxiom) – 70 segments including “Summit Estates”
• Personicx Digital (Acxiom) – 49 segments including “Skilled Shoppers”
• Personicx Financial (Acxiom) – 54 segments including “Involved Investors”
• Personicx Hispanic (Acxiom) – 55 segments including “Acculturated Households”
• Prizm Premier (Claritas) – 68 segments including “Kids & Cul-de-Sacs”
• P$ycle (Claritas) – 58 segments including “Corporate Climbers”

Segmentation Models Available for Data Enhancement

• Motivational Styles (Minds + Motives) – 4 segments including “Advocate”
• Automotive Consumer Dynamics (Acxiom) – 10 segments such as “Upper Rung City”
• Communication Consumer Dynamics (Acxiom) – 8 segments such as “High Bill/Contract”
• Energy Consumer Dynamics (Acxiom) – 13 segments such as “Green Activities”
• Insurance Consumer Dynamics (Acxiom) – 8 segments including “Price Isn’t Primary”
• Investment Consumer Dynamics (Acxiom) – 12 segments including “Starting Out”
• Retail Consumer Dynamics (Acxiom) – 9 segments including “Savvy Spenders”
• Technographic Segment Propensity (Forrester) – 10 segments including “Fast Forward”
• Retail Shopping Segmentation (Experian) – 5 segments including “Upscale Clicks”
• Food Lifestyle Segmentation (Experian) – 2 segments including “True Foodies”
• Mobile Segmentation (Experian) – 6 segments including “Mobile Professionals”
• Technology Adoption Segmentation (Experian) – 4 segments including “Wizards”
• Health and Well Being Segmentation (Experian) – 5 segments including “Invincibles”
• Auto-motive Segmentation (Experian) – 5 segments including “Rough Terrains”
• Consumer Privacy Segmentation (Experian) – 6 segments including “Trust But Verify”

To learn which segmentation models will provide the best results for your data-marketing or modeling needs, please contact us today.