Customer Acquisition & Customer Retention

Successful Customer Acquisition and Customer Retention Marketing Strategies

Targeted marketing is a critical component of your marketing success. Attracting and retaining profitable customers and turning potential customers into actual customers is a huge challenge – especially when you consider the multitude of consumer data available. Whether it's business-to-business marketing or business-to-consumer marketing, you need to know your customers. By understanding the demographic characteristics, lifestyle behaviors and purchase preferences that drive your audience's decisions, you can successfully tailor your marketing strategies to reach those most likely to purchase your product or service, increase your customer loyalty and improve customer profitability.

Powerful Marketing Solutions

Market targeting starts by combining your proprietary customer data with our segmentation systems and the most comprehensive databases available. The result is sound, actionable, intelligent information targeted for your specific industry.

Claritas' targeted marketing solutions provide the tools you need to effectively reach and retain your best customers, while improving customer loyalty and customer profitability. When conducting business-to-consumer marketing, you'll discover your customers' lifestyles, habits, preferences and needs, including:

• Specific product usage
• Channel preferences
• Technology adoption
• Media usage
• Lifestyle and other consumer behaviors
• Life cycle data

Proven Steps to Success

Claritas' established best practices for customer acquisition and customer retention marketing integrates information, analysis and marketing applications for targeting your best customers and prospects and retaining your best customers. Using Claritas' 4-step market targeting process of Discovery, Strategy, Implementation and Measurement, Claritas' trained representatives will help you apply Precision Marketing techniques to develop the best customer acquisition and customer retention solutions to tackle your specific marketing challenges:

1. Discovery – Understand Your Customers
   Begin with a complete examination of both your customer base and your market to identify your highest value customer segments and best new sales opportunities. This link between your internal information and the marketplace provides valuable insight into your customers' purchasing behavior and preferences – revealing who is likely to buy more and which products or services they want. With this information in hand, you immediately improve your opportunities to increase customer profitability and improve customer loyalty.
   

   Lifestyle segmentation is a key component of the customer analysis phase and helps to identify life stages, income ranges, education levels and media preferences. Learn which products fit your customers' lifestyles for more precise planning of cross-sell and up-sell promotions.
   

2. Strategy – Develop Effective Strategies
   Once your key customer segments have been identified, develop targeting strategies that address customer needs and take full advantage of your new opportunities today and into the future. This strategic phase focuses on the three core areas essential for true customer acquisition and retention success: customers, markets and delivery channels.
   

3. Implementation – Implement Your Plan
   The knowledge gained from the analysis and strategic planning phases allow you to implement a solid targeted marketing plan. Target prospects precisely, choosing segments that match your customer base and media channels that match their preferences. Reaching potential customers with targeted offers has never been easier.
   

4. Measurement – Measure Your Performance
   During the measurement phase of your program, arm yourself with the performance benchmarks and "potential" analysis to assess the effectiveness of your strategies and implementation tactics. The ability to measure against these actions is critical – it is the only way you can gain the insight to make improvements, implement cost savings and accurately assess gains or losses. Measuring your results can increase your response rates for the next campaign and help to allocate your marketing budget more effectively.

Powerful Customer Acquisition and Customer Retention Solutions

By combining your proprietary customer data with our segmentation systems and the most comprehensive databases available, you get customer acquisition and customer retention solutions targeted for your specific industry. The following customer acquisition and customer retention solutions and platforms are available:

• Data – reveal product usage through primary research and survey data
• Segmentation – uncover specific lifestyle information
• Software – map customers and perform in-depth analyses
• Internet – download additional data for analysis
• Consulting – gain customized solutions through our analytical services division, Claritas Analytical Consulting

By combining the business-to-consumer marketing solutions most relevant to you and your business, you will improve your customer profitability and customer loyalty.

Market Segmentation

Claritas' market targeting segmentation research tools excel at uncovering hidden patterns of consumer behavior for you to capitalize on. We help you improve the targeting of your specific market segment and audience by understanding the demographic characteristics, lifestyle behaviors and purchase preferences that drive their buying decisions. Since 1971, Claritas has led the industry in analytical marketing segmentation research solutions that generate proven business-to-consumer marketing results for our clients.

Claritas' segmentation systems provide a flexible framework for decision-making that is consistent from the individual, to local markets, to the national level – and every level in between. This ability to "upshift" or "downshift" across market segments with total consistency is a unique benefit of working with Claritas.

Browse through the comprehensive listing of Claritas' targeted marketing segmentation solutions, designed to bring all consumer profiles, market segmentation and facets of your segmentation challenges into focus. Our marketing segmentation research system options allow you to easily locate the best market segmentation solution for your business needs.

Unparalleled primary consumer research

Claritas offers the most extensive links to the nation's leading syndicated surveys and databases of consumer behavior. These consumer profiles provide a powerful targeting tool to accurately segment consumers by lifestyle, media and product preferences. National and local market profiles are available.

• Convergence Audit Survey^™ – The Convergence Audit provides market intelligence regarding communication, energy and technology use through actual consumer attitudinal and behavioral information.
• Insurance Audit Survey^™ – The Insurance Audit provides detailed information about consumer behavior of insurance and investment products.
• Market Audit^® Survey – Market Audit is the largest syndicated database of consumer financial behavior – compiled annually from interviews with over 100,000 households, Market Audit covers household use of dozens of financial products, accounts and account balances, where accounts are held and more.

Extensive segmentation partnerships

Claritas' targeted marketing segmentation systems link to more syndicated product-use surveys, direct mail lists, audience measurement and other key databases in the U.S. and Canada than any other segmentation systems. These links make it possible to use our market segmentation data for a wide variety of business-to-consumer marketing applications, from media planning to database marketing. Our partnerships give you the power and confidence of proven market segmentation research and technology expertise.

Claritas ConsumerPoint^®
Segment your Customers – Target your Prospects

Increasing your market targeting effectiveness is one of your toughest challenges – how do you make the most of your marketing dollars while successfully reaching and retaining your most profitable customers and prospects? Market segmentation helps to easily classify your best customers and find more like them – resulting in improved customer profitability and customer loyalty. With the overwhelming range of data and segmentation offerings available, you need an easy-to-use resource that connects market demographics, consumer segmentation and behavioral survey data in one system.

Claritas' ConsumerPoint provides a comprehensive solution that allows you to link your internal data with the external market perspective, uncovering valuable information about your greatest opportunities. ConsumerPoint includes the following collection of Claritas' well-known and powerful market segmentation and market data systems:

• PRIZM^® NE—The New Evolution
• PRIZM NE 5Y
• Workplace PRIZM NE
• P$YCLE^® NE
• P$YCLE NE 5Y
• ConneXions^™

Claritas MarketPlace
The Marketer's Complete Online Toolkit

Claritas MarketPlace is a new online targeted marketing experience. Rather than focusing on a single marketing discipline, we have created a toolkit that allows marketers to complete all of their marketing and planning projects from a single resource.

• Market Analysis – Produce reports, maps and data variables for your market areas. Analyze demographic trends, consumer spending and business profiles to choose the best markets and site locations.
• Customer Analysis – Segment your customers to target your best growth opportunities. Understand customer lifestyles, product preferences, and media habits so you can target customers and prospects more effectively.
• Business to Business Analysis – Discover your best business to business customers and competitors, plan your strategy and then execute it

Until now, multiple resources were required to complete robust marketing analysis. This versatile tool provides answers to all your needs:

• Dozens of detailed reports/maps – Demographics, Consumer Buying Power, Retail Market Power, Business Facts and much more!
• Thousands of data variables offering insight into any US market.
• Thousands of behavioral profiles that unlock the behaviors of your target customers and prospects.
• Market leading consumer segmentation – PRIZM NE, P$YCLE NE, ConneXions
• Complete business to business matching and discovery tools
• Consumer and business to business prospect lists

BusinessPoint^™
B2B Marketing, Online in Real Time

Claritas BusinessPoint, a robust, web-based portal, gives you the ability to discover, plan, evaluate and execute your business-to-business efforts. Use BusinessPoint to gain a better understanding of your B2B customers and get the complete picture of the "B2B" landscape in your market. In short, after using Claritas BusinessPoint, you will achieve more successful business-to-business market targeting campaigns!

Claritas BusinessPoint is a cost-effective targeting tool that will answer your toughest marketing questions. The comprehensive information about each business helps you define and target your direct mail, telemarketing, and direct sales efforts. The site offers the flexibility to refine your analysis by using filters to receive exactly the information you're looking for.

PRIZM^® NE
The New Evolution in Segmentation

For the fourth time in as many decades, Claritas has recrafted its targeted marketing segmentation technology to correspond with the largest data collection effort ever undertaken by any entity – the 2000 U.S. Census. The PRIZM NE system captures the essence of the previous PRIZM system, as well as the best-in-class methodology of MicroVision. What's different – and most powerful – about the current development process for PRIZM NE is that it links household and neighborhood-level segment assignments.

Updating segmentation systems to evolve with the times is nothing new for Claritas. The Census transition from 1980 to 1990 found us updating both PRIZM and Vision, one of Claritas' former segmentation systems. These updates resulted in the creation of the 62-cluster version of PRIZM and the 95-atom MicroVision system at the ZIP+4 level. This updating process has kept Claritas at the forefront of segmentation development.

P$YCLE^® NE
More than a Score – an Actionable Segmentation Solution – Targeting Households by Financial Behavior

Financial marketers needing to accurately predict or understand customer financial or investment behaviors need P$YCLE segmentation. P$YCLE NE is more than a segment score or code – it's the foundation of an actionable marketing solution.

Top financial institutions use P$YCLE NE to make decisions regarding important marketing functions such as customer acquisition, retention and cross-sell programs.

Use P$YCLE NE to gain a real competitive edge, including:

• Identifying cross-sell opportunities:
  • Discover which households have potential for additional products and services
  • Determine which products are the "next best" to offer
• Targeting the best prospects with the right message, offer and media for new customer acquisition
• Evaluating and mapping segments' product usage or household balance in your market or branch trade areas
• Comparing actual market penetration rates against the potential market size
• Measuring market and branch composition to identify marketing strategies and set performance goals
• Developing and/or enhancing products and services based on detailed usage patterns and demographics

ConneXions^™
Targeting Video, Voice and Data Services

Today, consumers have many service providers and many types of services to choose from for all of their telecommunications, Internet, cable and satellite needs. More choices available to consumers means service providers must determine how to cost-effectively and efficiently retain and cross-sell existing customers while continuing to acquire new ones. In response to these needs, Claritas developed ConneXions – a household-level segmentation system specifically designed for video, voice and data services.

ConneXions differentiates individual households by the types of communications products and services they currently have or intend to purchase, as well as monthly bill expenditures for these services. This provides the capability to look at demographics, product usage, purchasing intent and switching behavior for your products and services.

The ConneXions segments reveal significantly different and consistent patterns of consumer behavior for frequency, value and profitability of wireline, wireless, cable/satellite and Internet products and services. You'll uncover distinct product preferences and have the ability to make more informed business-to-consumer marketing decisions.

Workplace PRIZM NE
The Power of Segmentation Where Consumers Work

Effectively identifying and targeting the customers who drift in and out of your market area during their workdays can be challenging, yet this is a critical component of your marketing success. Whether they are eating out for lunch, dropping off dry cleaning, getting cash at the ATM, or picking up a birthday card, consumers like the convenience of buying products and services near where they work. For as many as three shifts a day, 365 days a year, a neighborhood's workplace population constitutes a significant—but often untapped—market of potential customers.

Now you can target your customers where they work with the same standard segmentation system you use to target them at home. Workplace PRIZM NE provides marketers with the distribution of PRIZM NE segments carried into a neighborhood by its working population. Once its workers arrive, a geography's PRIZM NE profile can be as different from its resident population profile as, quite literally, night and day.

Market targeting segmentation data and products will help you increase your customer profitability and improve your customer loyalty. Contact Claritas to find out how we can help you with market segmentation, targeted marketing segmentation research, consumer profiles, market data and demographic segments data needs.