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Cutting the Fat from Canadian Data
Believe it or not, not all Canadians have their eyes glued to their TVs during hockey season, enjoy ice fishing or choose flannel over cotton — even if they live in the same province or zip code.
Of course, behavioral nuances among Canadian customers is difficult for us to detect from our Denver headquarters, which is why we partner with leading data providers to offer world-class data enhancement and segmentation capabilities. The following Canadian-based solutions can help our neighbors to the North segment their data to better understand and communicate with their individual customers, and efficiently use marketing dollars.
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Generation 5 MOSAIC
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MapInfo PSYTE Canada™
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ICOM TargetSource
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| Built from |
Developed with the support of the National Research Council of Canada, MOSAIC applies a complex set of proprietary algorithms to six-digit Postal Code level data.
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Based on Statistics Canada Census data with links to all major Canadian syndicated surveys. |
Powered by a database that includes approximately 2 million Canadian households, featuring more than 1,000 behavior and interest selects. |
| Customer groups |
20 groups further refined into 150 industry-specific sub-groups.
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15 groups broken down into 60 demographically and behaviorally distinct clusters. |
Infinite number of consumer groups, driven by marketer’s objectives.
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| Sample profile |
Urban Travelers: Aged 65-74 with a household income of $55,000, this group has the largest concentration of higher-income older adults. Notable expenditures include household appliances and long-distance telephone charges. They are more likely to live in older homes in small towns of Ontario and Manitoba.
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Pick-Ups and Dirt Bikes: These consumers typically live on a farm surrounded by several dogs, all-terrain vehicles and a satellite dish. They spend their disposable income on hunting, snowmobiling and vacationing in an RV.
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French-Speaking Families Expecting a Baby: These consumers responded to a postal survey that they prefer French language promotions and are expecting a new baby. Additionally selectable by income, dwelling type and 998 other qualifiers. |
| Of note |
MOSAIC is available in four different versions — insurance, retail, financial and Canadian — using hundreds of descriptive variables covering demographic, expenditure and lifestyle characteristics. |
Because PSYTE is linked to behavioral data, you can drill down to find out what TV programs a particular cluster watches, as well as what cars they drive, radio stations they listen to and even products they buy. |
TargetSource is the largest database of self-reported consumer information in North America — with new names guaranteed every six months. |
| Sample reults |
None available.
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In a campaign to lure Canadians to a New York hotel, guest data was segmented into several categories, which were refined through PSYTE clusters. The result was an impressive 91 percent increase over the 800-room night-occupancy goal.
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One of ICOM’s clients recently said, “By delivering meaningful and relevant messages … we have achieved double-digit redemption rates while also building continuity among those households.”
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Want to know if your customer at 457 Elm Street in Toronto, Ontario, should be part of your next direct marketing campaign … and, if so, how to target them? Call Bill Schneider, senior vice president of CCG IntelliStats Analytic Solutions, at 800.525.0313 x152, or send an e-mail to bill@customer.com, to learn how segmentation tools can help you make the most of your customer data.
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