| |
Financial Segmentation System Enhanced
US-based Simmons Research and financial services consulting firm First Manhattan Consulting Group (FMCG) have announced the launch of Financial Personalities - Simmons NCS, a mass media targeting tool for specific types of financial services.
Services covered include credit cards, deposits, home equity loans, investments, life insurance, mortgages and personal loans.
The new release enhances an existing segmentation service launched by FMCG and Simmons parent Experian, known as Financial Personality and used in direct marketing. The existing product segments and scores consumers using primary market research data from FMCG and credit and demographic data from Experian. Financial Personalities - Simmons NCS uses the same segmentation frameworks and scoring algorithms to provide media consumption behaviors of target segments within specific categories.
The firms say the new link to Simmons data will enable marketers to develop more efficient media plans and execute higher-performing campaigns. The Simmons NCS multi-media database can now be cross-tabbed by each selected Financial Personality, which also has an extensive segment profiles available including criteria for selecting financial services providers, product preferences within the category, and expected level of product utilization.
David Tetenbaum, Managing VP of FMCG, comments: 'We are excited about this new marketing tool that will enable clients to extend the power of Financial Personalities, already proven in direct mail, to mass media.'
Simmons Research is on the web at www.smrb.com and is part of Experian Research Services. FMCG's home page is at www.fmcg.com.
|
