SEGMENTATION: 
OLD SCHOOL OR STILL COOL?

Segmentation is the process of combining households with similar behaviors, wants and needs to achieve higher marketing efficiencies. Can segmentation, which many view as an old-school marketing tool, still be relevant in today’s digitally connected world?

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WHAT IS SEGMENTATION?

Segmentation indicates WHO your best customers are and WHICH consumers you should focus your marketing efforts on (current or new).

It helps to understand WHAT your best customers are like— what they buy, what their attitudes are toward a category, and what their current lifestyle behaviors are, including media choices.

Uncovering these characteristics shows you HOW to best reach them and informs your messaging so you can make more impactful channel decisions.

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BENEFITS

Richer, Deeper Insights

  • Understand the uniqueness of your best customers with media, lifestyle, financial and technology insights no other company can provide
  • Drive loyalty, cross/up sell, and new acquisition while enabling activation

Flexibility

  • Use for messaging, media planning, product innovation and online and offline campaign effectiveness
  • Provides marketing optimization via linkages to multiple measurements (surveys, panels and profiles)
  • Can be customized to your specific company needs

Delivers Results

  • Optimize expenses by sending the right message to the right customer in the right manner, helping reduce waste and improve response rates in every channel

UNDERSTAND THE UNIQUENESS OF PRIZM PREMIER

Nielsen PRIZM Premier is our latest syndicated segmentation schema. It defines every U.S. household as one of 68 demographic behavior types or segments to help marketers discern those consumers’ likes, dislikes, lifestyles and purchase behaviors. By including new measures of wealth and technology adoption, this new model better represents today’s busy, connected consumers, giving marketers a better understanding of who and how to best reach their target consumers.

GRANULARITY AT THE HOUSEHOLD-LEVEL

INNOVATIVE DRIVERS IN TECHNOLOGY AND HOUSEHOLD ASSETS

LINKAGES TO LEADING SURVEYS, PANELS AND MORE

FLEXIBILITY TO FIT YOUR BUSINESS NEEDS

A HISTORY OF PROVEN SUCCESS

SUCCESS STORIES

Learn how Cox Target Media used
segmentation to enhance advertising value.

Learn how Lettuce Entertain You increased restaurant
visits through a variety of segmentation solutions.

MEET SOME OF THE PRIZM PREMIER SEGMENTS

Get a sneak peek at a few of our new segments

Networked Neighbors

Cruisin’ To Retirement

Generation Web

INTERESTED IN LEARNING MORE ABOUT SEGMENTATION?