Wiland Adds Customer Segmentation Tool

In Colorado, marketing intelligence firm Wiland has further enhanced its MarketSignals platform with the addition of Custom Personas, a custom segmentation solution based on real-world spending behavior.

Wiland helps brands and nonprofit organizations develop and maintain robust customer and donor relationships, and boasts 'the largest set of detailed, individual-level spending signals ever assembled.' This is analyzed by an AI-enabled response prediction platform to inform targeting and decision-making. Core product MarketSignals, upgraded in August, taps the firm's data on actual transactions from over 80 million individuals, delivers predictive data for more than 220 top consumer brands and product categories; and the firm has added three related products for specific clients and markets: FanSignals, GivingSignals and TravelSignals.

The new MarketSignals Custom Personas combine each client's first-party data with Wiland's transactional spending dataset to create 'behaviorally rich', actionable audience segments across marketing channels. Persona data is appended directly to the client's customer file, and can be used for personalization, retention and acquisition of new customers.

CEO Mike Gingell (pictured) says the new tool gives marketers 'the missing piece in their personalization and growth strategies.' He continues: 'Our clients want more than just insights - they want segmentation they can actually use. By grounding personas in real purchase behavior, we're helping them find the right prospects, keep their best customers, and grow their business with precision.'

Web site: www.wiland.com/personas .