New Attitudinal Segmentation Product

CRM agency, KnowledgeBase Marketing, has recently partnered with Yankelovich, a consumer research firm, to offer clients a new marketing tool. MONITOR MindBase, the leading attitudinal segmentation product developed by Yankelovich, is now available to KnowledgeBase Marketing clients for data enhancement and list rental through the AmeriLINK Consumer Database.

For over 30 years, the Yankelovich MONITOR consumer research study has gathered information on consumer attitudes, social values, and lifestyle motivations using in-depth surveys and sophisticated analysis. Yankelovich employed this research to develop MONITOR MindBase, a new segmentation tool that attributes consumer motivations and attitudes to specific individuals within households. MONITOR MindBase divides the population into eight core value segments that distinguish consumers by their perspectives on the world around them. This segmentation considers level of materialism, orientation to technology, social interactions and optimism about the future. The eight segments are broken down into 32 more specific sub-segments that further define consumer attitudes.

KnowledgeBase Marketing has scored its AmeriLINK Consumer Database with MONITOR MindBase indicators, customised specifically to KnowledgeBase data, making it possible for clients to transform their customer and prospect files into consumer segments based on attitudes. Armed with these segments, clients can aim to customise the messaging and imagery of their offers based on the attitudes and values of the respondent. Furthermore, this information helps clients predict the likely lifetime value of customers, determine which segments represent the strongest marketing opportunities and understand the reasons behind customer attrition.

'If you are not taking advantage of your customers' unique views on life when you reach out to them, you are missing an important opportunity,' says Craig Wood, President, MONITOR MindBase. 'When you understand how your customers and prospects view the world and what drives their decisions, you will make your communications more relevant, your marketing more effective, your customer relationships stronger, and your return on investment higher.'

'By combining attitudinal data with demographics and behavioural data, our clients will develop a more focused approach to marketing strategy and product development,' adds Gary Laben, President and CEO, KnowledgeBase Marketing. 'With the addition of MONITOR MindBase indicators, we now offer all three types of data in AmerLINK. This gives our clients the competitive advantage of having a more complete view of their customers and prospects, so that they can customize their marketing programs and determine who are most likely to become long-time customers.'

All articles 2006-22 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.