KnowledgeBase Marketing has released a new consumer segmentation tool. The product, Digital Neighborhoods, clusters consumers into 17 segments based primarily on clickstream data, sites visited and registered with, online transactional data and age.
Consumers are further scored based on their level of online activity, allowing Digital Neighborhoods to assign them an “e-involvement” score. The segments also include demographic, lifestyle and offline transactional data from KnowledgeBase’s AmeriLINK consumer database. The segments are based off of individual-level data, recognizing that people in the same household may have very different levels of online use.
According to KnowledgeBase, half of the consumer population falls into seven “less involved” segments, which include Joe & Jane Six-Pack, Footloose Singles, Upscale Analogs, Mid-Scale Families, Blue Collar Investors, House-Proud Matures, and Barely Surfing Seniors.
“Involved” consumers constitute another third of the population. Among these are Digital Cleavers, Striving Cyber Singles, E-It-Yourselfers, Digital Dream Seekers and Elder Surfers.
The elite “super involved” cyberusers make up the remaining 17%. KnowledgeBase categorizes them into one of five clusters: Culture Vultures; Mouse Jockeys; Ticker Trackers; Super Spenders; and Budget Balancers.
KnowledgeBase is a subsidiary of New York-based advertising agency Wunderman.
Network
