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Scarborough Integrates Claritas Data
Consumer research agency Scarborough Research has become the second company in two weeks to announce the integration of data from Claritas segmentation products into its services. Data from ConneXions and P$YCLE® NE will provide more consumer detail in the financial and telecoms sectors.
Last week online audience specialist Hitwise announced that it would be offering Claritas data integrated with its own services (www.mrweb.com/drno/news5437.htm ).
Following this week's announcement, clients seeking information on consumer habits in the telecom categories can now carry out analyses that combine Scarborough's local, regional and national consumer shopping, media, lifestyle and demographic information with ConneXions product usage, purchasing intent, product preference and product switching behavior insights. Similarly, financial marketers will able to leverage the consumer investment and financial behavior information in P$YCLE NE against Scarborough's measurements.
ConneXions is a household-level segmentation system for the telecoms industry, designed for video, voice and data services. It differentiates individual households by the types of communications products and services they currently have or intend to purchase, as well as monthly bill expenditures for these services. ConneXions segments reveal patterns of consumer behavior for frequency, value and profitability of wireline, wireless, cable/satellite and Internet products and services.
P$YCLE NE evaluates consumers using demographic factors that have the greatest effect on their financial behavior, such as income, age, presence of children and home ownership. Each of the 58 consumer segments within P$YCLE NE has distinct usage patterns for financial products and services.
According to Alisa Joseph, VP, Advertiser Marketing Services, Scarborough Research, 'Separately, the Claritas and Scarborough data are powerful tools relied on by thousands of marketers. Together, they provide detailed information that brings even greater strength to the marketing strategies of telecom and financial marketers.'
The P$YCLE NE and ConneXions segmentation data will become available with Scarborough's first release of 2006 data, which began to roll-out on the local market level in April. The companies are online at www.scarborough.com and www.claritas.com .
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