V12 Launches Vistas Segmentation Tool

US-based purchase intent insight provider V12 has launched a consumer targeting solution called Vistas Lifestyle and Shopping Segmentation, based on in-market store shopping behavior rather than self-reported feedback.

Recently acquired by home services sector software company Porch Group, V12 comprises three sub-brands: customer data platform V12 Velocity; V12 Data, offering access to more than 215 million consumer contacts; and V12 Signals, which connects customer identities to mobile devices. The firm's solutions use industry data, in-market shopping indicators and other analytics, all powered by V12 Velocity.

The new Vistas services combines Signals mobile location data with the firm's ConsumerPlus demographic data to develop a '360-degree' view of consumers' choices, preferences, lifestyles and shopping intent. The tool's audiences span 22 consumer groups, with each based on demographics representative of typical American households such as age, income and home ownership. For example, the group 'Rustic Families' comprises Gen-X and Boomer parents who are rural homeowners, spend less on housing, and have greater disposable income. Within each consumer group, marketers can further refine their audiences by adding shopping type - for example, a marketer can choose to combine the shopping type 'Healthy and Wealthy' with the group 'Rustic Families' to create a specific target group.

Andy Frawley (pictured), SVP of Marketing Software & Services Group at Porch and V12's CEO, comments: 'Most audience targeting solutions in the market today are based on traditional, self-reported data sources. V12 has taken the next step forward by adding powerful indicators of shopping intent so marketers can target consumers with more accuracy and precision based on recent, observed behavior'.

Web sites: www.v12data.com and www.porch.com .