New Geodem Segmentation Tool ‘Treats Customers As Individuals’

Lifestyle and transactional data supplier Scientia Data have launched INTRA, an innovative new geo demographic segmentation tool that " acknowledges each customer as an individual" by examining transactional activity over the past 12 months and categorising it according to spending activity. The company believes that when this is combined with key wealth and lifestyle attributes, this creates a highly effective and powerful segmentation that is unique to the market.

INTRA acknowledges that each customer is an individual even if they fall within the same demographic and makes it possible for the end user to detect subtle, yet important differences in their customer data, giving them greater control over how they target their customers and market their products and services.

"INTRA gives marketers a fresh view of their customers, enabling them to target the active spenders that fit their customer profile more tightly than ever before", said Dee Toomey, MD of Scientia Data. 

Meanwhile, Scientia has partnered with payment intent company Fraudscreen to become the first consumer data company to append payment intent codes across its entire lifestyle and transactional databases. The partnership means Scientia Data's databases, Active and DeActive, with information on more than 24 million active consumer buyers, now include Fraudscreen's GeoPlus codes as an extra value risk indicator and data selection.

Segmenting potential payment intent amongst UK consumers, the GeoPlus codes identify the best to the very worst payment intent by postcode and postal sector.

Mark Arnold, Fraudscreen's Client Services Director commented: "When used to pre-screen prospects according to risk and potential profitability, Geoplus is proven to increase marketing campaign profitability by 34%. Marketers need to go beyond response and conversion rates, and focus on profitability as the true measure of campaign success."

Article from Database Marketing, July 2010