Overview of Smart Targets
The Smart Target Lists are a broad collection of Lifestyle Propensity overlays to the Experian INSOUFCE Consumer Database. The lists are created using a unique, proprietary consumer household-level segmentation system, to produce behavioral models. Unlike responder lists that usually have limited quantities available, The Smart Target Lists contain very high quantities - usually in the millions of names - so there is very high potential for rollout. Compiled lists also tend to have large quantities of names but lifestyle propensity lists are producing much higher response rates.
How Smart Target Lists are developed
Developing pre-modeled lists is a complex process. First, multi-faceted psychographic and demo-graphic profiles of people who have engaged in a specific behavior in the past year are analyze. The data comes from Simmons Market Research Bureau's National Consumer Study, the U.S. Census, Experian's INSOURCE household demographics, and other sources.
Models are formulated and applied against the U.S. universe to identify those households that are highly similar and, projectably, have a "very high propensity" to exhibit the same desired behaviors as those analyzed. Households are then ranked by model score and confidence levels, with lists typically drawn from the top decile (top ten percent) of model scores. Because names on the files are not responders, the concept of a 'hotline' does not really apply, but to assure that lists are up-to-date as possible, lifestyle propensity models are re-applied against the national universe on a monthly basis, keeping the data fresh and up-to-date.
Mix & Match Options
A unique option available with The Smart Target Lists is called 'Multi-Match.'
For example, a high-end men's clothing cataloger might order a combination of households likely to "make six or more catalog purchases per year" matched against a list of households likely to have "spent $1,150 or more on men's apparel last year." The resulting list would have only those names that are high in propensity for both the characteristics. The number of files that can be matched is unlimited but each list added to the process necessarily reduces the quantities available. Considering the time and cost of database segmentation analysis, the list rental price for these lifestyle propensity names - even if you add Multi-Match charges - is comparatively low.
Since we can overlay Smart Targets on top of our demographic database, you can refine your list with all of the standard demographic options: age, estimated household income, gender, education, occupation, marital status, presence & number and age of children, homeownership, dwelling type, length of residence, DM responder as well as presence of telephone number. We do caution customers not to over select - since the models identify those households with the highest propensity to exhibit a given behavior, so age, income and the other commonly-used selection variables have already been taken into consideration." Trying to refine a modeled selection based on intuitive presumptions, can unknowingly eliminate a disproportionately high-performing subset of the list. Only offer-dependent selections should be made; for example, selecting by gender if the offer and copy are aimed specifically toward women." The Smart Target Lists provide the widest array and most accurate target marketing services in the industry." This product revolutionizes the way information is utilized. There is nothing else like it on the market today."
The Smart Targets categories are listed below:
- Airplane Travel
- Auto Brand Preferences
- Auto / Motorcycle / Vans / Trucks / SUV - Own & Leased
- Banking Preferences
- Book & Music Preferences
- Buying Preferences
- Civic Preferences
- Credit Card Preferences & Usage
- Domestic Travel
- Donor Preferences
- Eating In
- Foreign Travel
- Frequent Flyer
- Home Computer Usage
- Insurance - Life, Medical, Home & Auto
- Internet Usage
- Investors & Savers
- Men's Apparel Preferences
- Merchandise Buyer Categories - Mail & Phone Buyers
- Personal Views
- Real Estate Ownership
- Sport & Fitness Activity Participation
- Sports Preferences
- Telephone / Telecommunications
- Theme Park Preferences
- Women's Apparel Preferences