A new tool, Mature Data Profiles, breaks mature consumers — those born before 1965 — into 34 clusters based on purchasing power, behavior, lifestyle choices, life stage, demographic attitudes, socio-economic status and attitudes. The new product was developed by KnowledgeBase and JWT Mature Market Group.
Each of the 34 cohorts within Mature Data Profiles fall into one of three categories: Seniors (people born before 1946); Leading Boomers (those born between 1946 and 1955) and Trailing Boomers (those born between 1956 and 1964).
By using a wide range of consumer information, the system allows marketers to have a better handle on what sort of consumer they are reaching. For instance, someone described as a Baby Boomer (traditionally through to be a consumer born between 1946 and 1964) might be a 42-year-old family man working his way up the corporate ladder, or a 60-year-old retiree touring the United States in a recreational vehicle.
The system relies on data pulled from KnowledgeBase’s AmerLink National Consumer Database, and uses affluence, individual traits, household and neighborhood characteristics, credit card activity and dwelling type information within its analysis. The file is available for both list selection and enhancement purposes.
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