DDM - General & Digital

Segmentation using Financial Cohorts

Segment your customers and prospects to optimize your marketing campaigns

Issue link: https://resources.datadrivenmarketing.equifax.com/i/920264

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Financial Cohorts Exclusively for IXI Network Members The Only Direct-Measured Asset-Based Household Segmentation System Financial Cohorts ® is a breakthrough segmentation system based on our direct measurement of about $15 trillion in consumer financial assets. It segments customers based on their financial profiles, behaviors, and characteristics, as well as demographics, age, and urbanicity. Financial Cohorts enables you to analyze your clients and prospects based on how financial services firms really classify households – by their financial potential. The system enables firms to identify pockets of opportunity among their most common segments (Affluent, Mass Affluent, and Mass Market), and then guides marketers to understand the differences between households within each asset tier. Available exclusively for use by IXI TM Network Member-Firms, financial services firms can use Financial Cohorts to better understand the financial and behavioral characteristics of distinct customer and prospect groups in order to increase the relevance and effectiveness of their direct and online marketing efforts. Unlike Any Other Segmentation System Financial Cohorts is the only segmentation system that leverages our proprietary direct measurement of consumer financial assets, providing segmentation capabilities based first and foremost on measured consumer financial capacity, investment style, behaviors, and characteristics. Unlike other solutions that rely on survey-based household geo-demographics, only Equifax can provide reliable and actionable insight based on measured assets. Its unique development process includes: ■ ■ About $15 trillion of direct-measured™ assets – about 47% of all U.S. consumer invested assets ■ ■ Household-level cluster solution with over 100 input variables ■ ■ Segments customers based first on financial profiles, including geographical credit data, then on demographics and consumer behavior ■ ■ Survey data to enhance cluster descriptions only after clusters have been defined ■ ■ No bias against affluent households; several clusters have greater than $2 million median assets ■ ■ Ability to integrate with all Equifax wealth-based solutions ■ ■ Available in both an online and an offline version KEY BENEFITS Segments customers based on measured consumer financial capacity, investment style, behaviors, and characteristics Enables financial services firms to identify top customer clusters, improve communications based on financial profiles, and target new clusters with desired financial potential and tendencies Applicable across multiple online and offline channels Leverages foundation of about $15 trillion of direct-measured assets Developed for use in non-FCRA applications across the customer lifecycle

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