Identifying consumer targets by behaviors

Behaviorally-defined consumer targets ("Key" targets):

• Identifies the grouping of consumer marketing segments that will be responsible for your future brand response and/or sales volumes....while eliminating waste.
• Targets are based upon the behaviors that are intrinsic to brand message appeal, offer acceptance, response and/or purchase.
  • Target development resource: We have over 60,000 data variables available for use in developing and profiling your "Key" target. This data encompasses consumer behaviors, purchases, attitudes, and opinions sample-weighted across the United States, but does not include the virtually unlimited number of data variables from behavior combinations, client consumer data, and other dataset sources.
• Targets can be developed across all (kid to adult) age ranges, generations, ethnic groups, and other demographic subsets.

Behaviorally defined target example: Auto prospects

All households in the U.S. are divided into distinct segments based on demographic and behavioral characteristics. We score each of these segments individually for each brand-relevant behavior by volume and propensity/likelihood of engaging in that behavior.

Target profiles reveal how to reach the behavioral targets

Once the behavioral target is created, we can profile it across demographics, psychographics, attitudes, opinions, personality traits, products, services, brands, online and off-line media, and much more (over 60,000 brands and categories covered). Such as:

• Demographics (e.g., age, gender, marital status, presence of children, own/rent, race and ethnicity, education level, occupation, employment status, household income)
• Multicultural/Language (e.g., language spoken most/second at home, country of origin)
• Advertising, Purchasing & Retail Psychographics (how often notice ads, ad negativity, direct response behaviors, shopping enjoyment, brand loyalty, impulsive shopping)
• Health, Lifestyles, Activities, Hobbies, Sports, Affinity Interests (e.g., memberships they belong to, food habits, attitudes/opinions about healthcare, activities they participated in recently, sports they play or watch, attitudes/opinions about technology)
• Events & Venues (e.g., types of concerts attended, types of attractions visited)
• Entertainment & Media (e.g., channels and shows they watched in the last week, titles of magazines they read, newspaper sections they read first)
• Online (type of Internet access/provider, how often and how long they go online, activities they use the Internet for, online advertising preferences, sites they've visited recently)
• Products & Services (for all types of consumer categories and brand propensities, including electronics, financial services, etc.) & Retail (e.g., stores they've shopped recently--all types of retail establishments, amount spent on various products/services)
• Travel (domestic/foreign travel preferences, number of nights stayed, recently used hotels, airlines, car rentals)
• Direct Response (amount spent on direct response, types of offers responded to, incentives they've recently used)

These profiles are packaged by handshake into custom marketing and business development solutions that support all types of strategy, planning, and implementation needs.

Quantify behavioral targets by markets and demo cuts

Once the behavioral target ("Key" target) is defined, it can be quantified (to the household level) for any U.S. market as follows:

• Block, census tract, zip code, county (example below is U.S. by county), state, DMA and custom market definitions such as wireless signal areas or system footprints.
• Demographics, ethnicities, language, psychographics, lifestyles, purchases, mail/email lists, media preferences, and many others.
• These can all be overlaid with sales, distribution, operations, media plans and any kind of report that can be geo-coded.