Claritas is a leading provider of intelligent marketing information and target marketing. Pioneering a technique for geo-demographic segmentation in the 1970s, Claritas provides information about people, households, and businesses within any geographic area in the United States. Today, Claritas offers over 60 marketing databases, consumer segmentation systems, consulting services and software applications for site analysis, advertising sales, and customer targeting services.
The Claritas Consumer Profiles datasets comprise three different geo-demographic segmentation products: ConneXions®, PRIZM® Premier, and P$YCLE® Premier.
ConneXions, the Claritas segmentation system for communications marketers, classifies US households into 53 consumer segments based on the video, voice, and data purchasing preferences of that household. The ConneXions typology combines the Claritas Lifestage typology—Younger Years, Family Life, and Mature Years—with a proprietary model, Technodoption, that measures the willingness of a household to adopt new technology early in its lifecycle. The Technoadoption levels are defined as High, Mid, Low, and No Tech. Within the three Lifestage classes, the 53 segments are further grouped into 10 Lifestage Groups by combining three variables—Technodoption, householder age, and presence of children at home—to describe the likely lifestyle of the segments in that group.
PRIZM Premier classifies US households into 68 consumer segments based on household purchasing preferences and demographic and socioeconomic characteristics. Segments are defined according to socioeconomic rank, including characteristics such as income, education, occupation, and home value, and are grouped into 11 PRIZM Lifestage Groups and Social Groups. In PRIZM Lifestage Groups, segments are classified as Younger Years, Family Life, and Mature Years, and further into 11 groupings, based on affluence, householder age, and presence of children at home to offer a more robust picture of the consumer. PRIZM Social Groups are based on urbanization class and affluence. Within each of four urbanization class categories—Urban, Suburban, Second City, or Town & Rural—segments are sorted into groups based on affluence. Statistics cover the purchasing behaviors of segments and segment groups with respect to products ranging from apparel, consumer package goods, and financial services to home furnishings and media/technology.
P$YCLE Premier, the Claritas segmentation system for financial marketers, classifies US households into 60 consumer segments based in part on the income-producing assets (IPA) of the household. Within three Lifestage classes—Younger Years, Family Life, and Mature Years—the 60 segments are further grouped into 12 Lifestage Groups by combining three variables—affluence, householder age, and presence of children at home—to describe the likely lifestyle of the segments in that group. A proprietary model, the Claritas Income Producing Assets Indicators model, is used to estimate the liquid assets of a household based on responses to the Claritas Financial Track survey of financial behaviors.
There are many ways to deliver data from Data Planet Statistical Datasets using the Export button located on the menu bar:
Export Data
If you want to export the underlying data, use Excel, Delimited Text, SAS, or XML options. All of these options allow users to download the data into different programs (spreadsheets and a statistical software package) and manipulate it there. If you have used the Calculator feature to create formulas for additional data points, these data points are downloaded, as well.
The option to download to a Shapefile (only available for map views) allows users to export the map information to software that displays maps to ESRI requirements.
If you need to export data for importing into statistical software program(s), consult the documentation provided for that program. Available export formats for Data Planet Statistical Datasets include Delimited Text, Excel, and SAS, which can be imported into these common software programs, as below:
SPSS (Delimited Text and Excel)
SAS (SAS)
STAT (Excel)
Images
There are four options for exporting the charts you create and the accompanying descriptions:
In Data Planet, the statistics in the Claritas Consumer Profiles Consumer Counts, Market Potential Index, and Market Penetration indicators are best viewed as ranking charts. For example, to explore which segments have the most consumers that engage in basketball, first select Subject = Sports, which changes the listing of Behaviors to sports-related activities. Use the pop-out to search for basketball:
To view a ranking of segments, use the Rank by options in the center tool bar to select Segment as the rank option:
Click on Rank to return the chart below, which ranks segments by count of adults in a segment who have played basketball in the past 12 months:
As you can see, the chart is very dense—because there are so many segments, it is difficult to easily view them in a single chart. In these cases, consider using Chart Options to limit the number of segments included, for example to the top 10—you might also wish to change the default chart view to one of the other options available:
The implementation of Claritas Consumer Profiler datasets in Data Planet allows you to compare indicators across states, counties, zip codes, and census tracts, so be sure to explore the many options available to do so. For more information on selecting data for viewing, click here.
Create charts of Segment Distributions indicators to explore where the segments you are interested in are concentrated geographically. In the example above, we can see that the "You and I Tunes" segment has the highest ranking in Market Potential for this activity. If you're a retailer of basketball shoes considering how to expand into Maryland, you might be interested in knowing which Maryland ZIP codes have the highest percentage of households engaging in basketball:
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