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Suite of Claritas Segmentation Systems To Be Appended To Chicago-Based Media Tracking Service
San Diego, Calif. (May31, 2006)- Claritas Inc., the premier provider of intelligent marketing information and target marketing services, announced today an agreement with Mintel that calls for a suite of Claritas household-level segmentation systems, including its leading system PRIZM® NE, to be incorporated into its media tracking service, Mintel Comperemedia®.
"We are very excited to match the richness of Mintel Comperemedia's market research data and analysis in tracking direct mail and print advertising with the discriminating strength of our segmentation systems. Among other things, Comperemedia's clients will now be able to gain better insight into what segments their competitors are targeting with direct mail," said Jeff Stevens, Vice President of Claritas Corporate Business Development.
Mintel Comperemedia is the premier competitive intelligence service for analyzing direct mail and print media in the U.S. and Canada. The service tracks trends and competitive strategy across industries including credit cards, telecom, banking, insurance, travel and investments.
For each campaign, Mintel scans all creative elements and captures detailed information about the offer, incentive and pricing. Optical character recognition technology allows users to search complete text in every campaign. Direct mail campaign records include additional demographic profiles of mail recipients.
"Pairing Claritas segmentation systems with Mintel Comperemedia introduces a unique opportunity to our clients," said Michael Ciaglia, Vice President of Product Development for Mintel. "This partnership will give them access to Claritas' widespread consumer segmentation systems, providing them with an additional dimension for analysis."
Those segmentation systems are described as follows:
· PRIZM NE categorizes the population into 66 segments and ranks them on a socio-economic level, with each segment described by a "catchy" name that captures the makeup of that segment population - names such as Blue Blood Estates, Young Digerati and Bohemian Mix.
· The ConneXions system is designed for video, voice and data services. It differentiates individual households by the types of communications products and services they currently have or intend to purchase, as well as monthly bill expenditures for these services.
· P$YCLE® NE evaluates consumers using demographic factors that have the greatest effect on their financial behavior, such as income, age, presence of children and home ownership. Each of its 58 consumer segments has distinct usage patterns for financial products and services.
About Claritas Since 1971, San Diego-based Claritas has been the pre-eminent source of accurate, up-to-date marketing information about people, households and businesses within any geographic area in the United States. Its target marketing services are aimed at reducing the cost of customer acquisition and growing customer value. Claritas offers industry-leading consumer segmentation systems, consulting services and software applications for site analysis, advertising sales and customer targeting. Claritas is a division of VNU, a world-leading information and media company that includes ACNielsen, Nielsen Media Research, Spectra Marketing Systems, and Scarborough Research, among others. To learn more about Claritas and VNU products and services visit their web sites at www.claritas.com and www.VNU.com.
Mintel Comperemedia provides competitive intelligence for businesses looking to advance and improve their direct marketing strategy. Tracking direct marketing (including mail, email and print advertising) targeted at consumers, small businesses and insurance agents, Mintel Comperemedia offers a unique perspective on everything from banking trends to insurance trends to credit card statistics. For more than 38 years, Mintel has provided insight into key worldwide trends, leading the industry for consumer, product and media intelligence.
Joanna Peot
Public Relations Executive
312-628-7946
jpeot@mintel.com