CLARITAS Financial CLOUT

Identify local market potential for financial products

Overview

In a market crowded with competitors all vying for the same customers, you need to arm yourself with the tools to build the strategy that will maximize your marketing dollars.

Nielsen Claritas Financial CLOUT provides nationwide market penetration and dollar balances, at a wide variety of small and large geographic levels, for a wide range of financial products and services.

Features & Benefits

Use Financial CLOUT to target:

• Credit cards – American Express, VISA, MasterCard and Discover
• Installment loans – auto loans/leases, student loans, education loans, mortgages and equity loans
• Lines of Credit – personal and home equity lines of credit
• Deposit products – demand deposit accounts, savings accounts and, CDs
• Investment products – annuities, stocks, bonds, mutual funds, securities and brokerage services
• Retirement products – IRAs, 401(k)s, Keoghs and private pensions
• Delivery channels – ATM/Debit card usage, online banking and direct deposit

Other Financial CLOUT marketing applications include:

• Site Planning – Determine where consumers have a high propensity to use selected financial products or maintain high balances
• Cross-Selling – Examine the difference in product usage by customer segment
• Strategic Planning – Evaluate product positioning in both current and proposed market areas
• Branch Planning – Differentiate branches based on potential and customize branch goals, strategies, products and promotions to trade-area opportunities
• Performance Evaluation – Set branch or regional performance goals, including incentive compensation
• Advertising – Efficiently distribute advertising and promotional dollars to reach targeted customer segments

Financial Clout can be integrated into other software products and you can link to virtually any market definition by combining small geographic areas – even individual branch trading areas.

Since data for Financial CLOUT is derived from a nationwide survey of consumer behavior, estimates are available at a variety of geographic levels, including Block Group, County, Census Tract, State, ZIP, CBSA, DMA and USA. This information includes current estimates as well as five-year projections.

Technical Specifications

The geographic-level estimates and projections included in Financial CLOUT are generated using 3 years of Nielsen Claritas' Market Audit survey interviews – more than 200,000 responses. The Market Audit survey collects detailed information about financial-product use, including balance information and institutional relationships.

Using Market Audit survey data, statistical models are estimated that relate household characteristics to financial-product usage and behavior as current-year estimates and five-year projections for geographic areas.

What makes Financial CLOUT stand out? The product's geographic estimates and projections include adjustments that reflect regional differences in financial-product usage and behavior. These adjustments are based on actual behavior as measured by the Market Audit survey.

Learn more about this unique, powerful data source, call 866-737-7429