Simmons Product Targets Likely Locals

US-based agency Simmons has integrated two of its consumer targeting products in a bid to help advertisers reach local customers. The combination of Simmons Consumer Opportunity Rating (SCOR) and SimmonsLOCAL offers a product that rates consumers based on location and behaviour as well as demographics.

The product allows advertisers to profile and analyse consumer behaviour down to the zip code level, and to identify specific local areas to target. Companies can then use the Experian InSource database to access a list of consumers in specific areas who match their target profile. The advertiser can identify consumers based on any of the consumer variables measured by Simmons, including media usage, shopping behaviour, brand preference, product use, lifestyle, and even attitudes or opinions.

To illustrate the new product, Simmons gives the example of a Denver-based auto dealer that wants to target only those households in the local area most likely to buy a luxury car in the next year. The company would use consumer information in SimmonsLOCAL to build a behavioural and demographic profile of the target consumer. It can then map that profile across all zip codes in the area, and receive a list of households in chosen zip codes. Households that most closely match the company's behavioural profile can then be used as a direct marketing list.

Dr David Algranati, chief architect of the SCOR solution and senior statistician with Simmons, states that the product 'allows advertisers to move past using demographic cluster solutions with limited application', and instead offers a solution where re every consumer receives a personalised SCOR, based on behaviour in addition to demographics.

Simmons, an Experian Company, is online at www.smrb.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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