CLARITAS Workplace PRIZM

Segmentation for 9-5 and beyond

Overview

Whether they are having lunch or running errands, consumers are drawn to products and services near their workplace. To target potential customers where– and when– they work, use the segmentation tool Fortune 500 marketers use to target those customers at home – Workplace PRIZM from Nielsen Claritas.

Features & Benefits

Workplace PRIZM offers a complete set of ancillary databases and links to partner data, allowing marketers to use data outside of their own customer files to pinpoint products and services that their best customers are most likely to use during the work day, as well as locate their best customers on the ground. Workplace PRIZM enables marketers to create a complete portrait of their customers and help tap the potential of several key industries:

Banking

• Compare actual branch performance against daytime market potential
• Pinpoint the best branch and ATM sites
• Develop and market alternate delivery systems

Media

• Attract new advertisers based on daytime customers
• Analyze single-copy outlets
• Profile and map the best prospects for single-copy purchases

Retailing

• Refine merchandise and product mixes, especially for business-related products
• Optimize staff scheduling
• Enhance site selection
• Define trade areas and sales territories

Technical Specifications

Workplace PRIZM tracks the residential population of every census tract into its associated tracts of employment, covering private sector workers, public sector workers, 9-to-5 workers, swing shift and night shift workers–even those who work at home. The Workplace PRIZM composition is estimated using tract-to-tract commuting data produced by the U.S. Census Bureau.

For each work/residence tract pair, the tract-to-tract commuting data indicates a total commuting flow and the flow allocated to the tract. This includes counts of adults who work and reside in the same tract as well as those who commute to a work tract different from their residence tract. To create Workplace PRIZM, the segment distribution of the residence tract is pushed-through the commuting flow to provide an estimate of the destination tract’s segment composition. The final step is to apply the resulting segment distribution to workplace employment counts.