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comScore and Acxiom Launch Segmentation Tool
In the US, online measurement agency comScore has partnered with marketing analytics firm Acxiom to launch a tool which allows ad agencies and marketers to segment online and offline audiences through a system that groups consumers into 70 different 'lifestage' segments.
By adding Acxiom's PersonicX household-level segmentation system to comScore's Segment Metrix, the firms say that marketers are able to tap into consumer behaviors, media preferences, shopping patterns, and financial needs to reach specific targeted segments via online as well as offline media.
Specific audiences can be defined according to factors such as income, age, marital status and where they live, and terms to describe the groups include 'Trailers & Truckers', 'Apple Pie Families', 'College Crowd', and 'Young Workboots'.
So, for instance, 'Trailers & Truckers' are aged 30-45, either single or married with no children, either own or rent, have annual household incomes of less than $100,000, and live in rural areas. Marketers who want to target this particular group, can use the system to analyze which sites have the highest number of visitors from the chosen segment.
'This is a must-have tool for any media buyer looking to achieve a better return on marketing investment,' stated Tim Suther, Acxiom's SVP for Digital Marketing Services. 'The insight created will allow marketers to generate enhanced planning strategies driven by improved segmentation and better execution.'
Web sites: www.comscore.com and www.acxiom.com .
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