KnowledgeBase Marketing and its parent company Wunderman have recently unveiled Digital Neighborhoods, a unique tool that segments consumers by their online behaviour - the amount of time they spend online and the purpose for which they use the Internet.
Digital Neighborhoods segments consumers into 17 clusters giving marketers an innovative way to customize their offers and messages to increase response to targeted marketing programmes. These Digital Neighborhoods segments are immediately available for data enhancement and list rental.
Digital Neighborhoods examines consumers in their terrestrial world and in cyber space. By combining online intelligence gleaned from actual click stream data with demographic, lifestyle and transactional data from KnowledgeBase Marketing's AmeriLINK national consumer database, statistical analysts classified consumers into segments by e-involvement - their presence, relationships and transactions online. The resulting Digital Neighborhoods predictive model offers 17 clusters that describe consumer digital behaviour from sporadic surfing to a propensity to visit secure sites.
'Digital Neighborhoods reveals unique insight into how and why consumers embrace the Internet. Once you understand what digital neighborhood your customers and prospects live in, it's easier for you to communicate with them in a meaningful way,' says Heidi Lanford, senior vice president of analytics at KnowledgeBase Marketing. 'Your messages become more relevant and targeted in the channel they prefer.'
Joint research conducted by KnowledgeBase Marketing and Wunderman revealed that direct marketers face increasing challenges optimizing responses to email campaigns due to:
All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.
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