CLARITAS Custom Segmentation

Powerful information and software in a complete segmentation solution

Nielsen Claritas Custom Segmentation incorporates all facets of segmentation for B2C or B2B in a single, convenient solution. We integrate your data, and utilize primary research, client information, and other syndicated sources from Nielsen to:

• Categorize consumer/business behavior in a framework that meets your needs
• Add variables to PRIZM, P$YCLE and ConneXions, such as transactional data, industry data and attitudinal data, to create custom target groups
• Link to other data and research products
• Build in custom variables, custom profiling or customization
• Build anything unrelated to PRIZM, P$YCLE and ConneXions

Our analytical process creates multiple profiles and then uses factor analysis to reduce the number of profiles to the most relevant that drive discrimination among the groups. The resulting profiles are then clustered by their demographics and driving behaviors, and are described based on similar behaviors, attitudes and location.

We offer custom segmentation solutions without PRIZM/P$YCLE/ConneXions, for situations that demand it. While our syndicated data helps to quantify market potential and allows for clean linkages, in some situations business objectives dictate a different approach.

Need a more accurate B2B targeting method? Our B2B Custom Segmentation solutions create client groupings with your specific data. The output is a manageable number of business groups that can be used to size the market (using Business-Facts) or applied to a database of businesses.

Once the “firmagraphics” are appended, the process of our B2B Custom Segmentation solutions includes:

• Append business information from Business-Facts to client records based on a matching algorithm using business name, address and phone numbers
• Classify businesses into homogeneous groups by their Standard Industry Classification (SIC) or North American Industry Classification System (NAICS) assignment
• Roll up classifications similar to consumer segmentation with groups of businesses in SIC or NAICS most similar to each other
• Reduce the number of classifications by rolling up six-digit classifications to four or two-digit classifications until a meaningful market size is achieved

Whether consumer-based or B2B, Nielsen Claritas Analytical Consulting can customize segmentation capabilities for the most targeted groupings, call 866-737-7429.