In Market Models for Best Results

In Market Models Change Everything

One issue with compiled lists is that while they are great at reaching the right type person, it is difficult to know when they are ready to buy.   That’s why in-market models are such a game changer.   By adding the component of timing, consumer targeting — whether for lists, prospecting email campaigns or digital, social or mobile campaigns — are highly likely to improve marketing results.  These In-market models can be “mixed and matched” with any other demographic data elements.  For example, you can choose age, income, net worth and In-market for a new or used vehicle in one set of filters to hit the center of the target audience bulls-eye.

Who Builds In-Market Models and How Do They Do It?

In-market models are created by either the compiler (e.g., Acxiom) or an outside firm with access to huge amounts of data and modeling expertise (e.g., Amex).  By observing behavior and demographic characteristics of households just prior to a purchase, these companies are able to model the relevant characteristics and create predictive models.  The full U.S. consumer database is then scored based on the model so that every U.S. household is ranked, typically on a scale of 1 to 20.

What Specific In-Market Models Are Available?

More than 40 models are available for a wide variety of products and services and the list is growing.  Here is a list of in market models available from one of our sources:

• Furniture Propensity: In Market for Furniture – likelihood to spend $2,500 plus on furniture in next 90 days
• Remodel Propensity: In Market to Remodel – likelihood to spend $1,000 plus on renovation in next 90 days
• Cosmetic Procedure Propensity: In Market for Cosmetic Procedure – likelihood to have a procedure in next 12 months
• Get Engaged Propensity: In Market to Get Engaged – likelihood to get engaged in next 12 months
• Have a Baby Propensity: In Market to Have a Baby – likelihood to have a baby in next 12 months
• Retire Propensity: In Market to Retire – likelihood to retire in next 12 months
• Sell Business Propensity: In Market to Sell a Business – likelihood to sell a business in next 12 months
• Buy Vehicle Propensity: In Market to Buy a New Vehicle – likelihood to be in market for a new vehicle
• Buy Home Propensity: In Market to Build or Buy a Home – likelihood to build/buy a home in next 12 months
• Buy Watch Propensity: In Market to Buy a Watch/Jewelry – likelihood to buy for $2,500 plus in next 12 months