CLARITAS P$YCLE

Targeting households by financial behavior and wealth

Overview

Financial marketers who need to accurately understand and predict customer financial or investment behaviors need more than a score–they need an actionable marketing solution–Nielsen Claritas P$YCLE.

P$YCLE is a segmentation system that evaluates consumers using demographic factors that have the greatest effect on their financial behavior, such as income, age, presence of children, home ownership and Nielsen Claritas’ proprietary measure of Income Producing Assets (IPA). The result is a total of 58 segments, within 13 Lifestage groups, each with distinct usage patterns for financial products and services. For more information on detailed analysis of consumption behavior, please see Nielsen Claritas' segmentation marketing system PRIZM.

Features & Benefits

Since 1987, top financial institutions have used P$YCLE in the decision-making process for marketing initiatives such as customer acquisition, retention and cross-sell programs. It is a time tested, proven, market segmentation system that consistently results in program lift.

P$YCLE has a wide range of applications for financial marketing, providing all of the external linkages necessary for the company-wide integration of a single customer concept. Marketers responsible for customer targeting, site analytics and media planning will find applications suited to their needs. With P$YCLE you can:

• Create more relevant messages and offers and determine the best media mix for any given campaign
• Identify cross-sell opportunities
• Compare actual market penetration rates against the potential market size
• Develop and enhance products based on detailed usage patterns and demographics
• Provide insightful information to your product and/or segment managers and determine which products are the "next best" to offer
• Evaluate and map product usage or household balance in your market or branch trade areas
• Measure market and branch composition to identify marketing strategies and set performance goals

P$YCLE also includes the following features:

• The ability to easily append Marketing Customer Information Files (MCIF) and marketing databases – When you append P$YCLE codes to your MCIF or any other marketing database, you can pinpoint targets who have the resources and propensity to purchase specific financial products and services.
• P$YCLE links your segments to the outside world with links to actionable third-party data - Nielsen Claritas has combined the power of P$YCLE segmentation with up-to-date consumer data from Equifax, Experian, and Acxiom. Our partnership with all three of the major consumer-database companies means that you can get P$YCLE codes where you already get your household-level data.
• P$YCLE list selections – When you need to identify unique niches for financial products and services, use P$YCLE as a comprehensive list selection tool to pinpoint prospective customers for acquisition campaigns.
• Access to ground-counts (segment distributions) – Nielsen Claritas provides geographic base segment distributions of each P$YCLE segment so that customer share-by-segment can be ascertained for markets and trade areas. Estimated market and branch trade area potential is based on segment distribution for any product, service, channel, etc.
• Easy integration with Nielsen Claritas platform products – P$YCLE easily integrates with other data sources in delivery systems such as ConsumerPoint for customer database and target segment analysis; iMARK Online for site and market segmentation analysis; and ClariTab for competitive analytics. You can link your internal client data with market segmentation data, using P$YCLE as a common denominator.

Learn more about financial behavior, call 866-737-7429.