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New Segmentation Tool from IRI and Acxiom
US agencies Information Resources, Inc (IRI) and Acxiom have launched a new consumer segmentation and targeted marketing suite, combining information from IRI's household panel with Acxiom's InfoBase data and Personicx consumer segmentation solution. The new tool aims to target specific consumers who are likely to buy particular product categories.
The IRI Consumer Network panel comprises 70,000 US ScanKeys, set to grow to 110,000 by 2007, who scan their bar-coded purchases. InfoBase contains continuously updated addresses and demographics for more than 110 million US households, and Personicx segments these households into clusters based on life stage and attitudes.
The new suite provides a series of consumer portraits, describing key clusters in terms of life stage, lifestyle, shopping behaviour, media usage, opinion, attitudes and interests. The insights are designed to help retailers and manufacturers to pinpoint target households, create relevant brand messages, select the best media for advertising, and identify untapped markets.
According to IRI's President of Global Services, Sunil Garga: 'Advanced customer segmentation represents a significant source of competitive advantage and profit growth in a highly complex and fragmented marketplace.' He says the new tool offers an 'efficient and cost-effective way for retailers and manufacturers to integrate consumer segmentation insights into existing marketing activities to deliver increased ROI'.
The companies' web sites are at www.acxiom.com and www.infores.com
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