Chapter 16: DDM-IXI
IN THIS LESSON
Financial Cohorts/Financial Spectrum is an in-market solution.
What is it?
Better understand customers and prospects
Equifax offers two asset-based household segmentation systems, both of which are available exclusively for IXI Network Member Firms. Financial Cohorts® offers a cluster-based segmentation system that brokerage firms commonly use, while Financial Spectrum™ provides segmentation flexibility while offering a compliance-friendly solution that excludes the use of protected-class demographics. Both systems segment customers and prospects based on a foundation of anonymous, direct-measured asset data as well as additional behavioral characteristics.
Target desired customers with the right offers and products
Financial Services firms can now more accurately segment and target customers based on estimated assets, investment style, spending capacity, and credit —instead of simple demographics. Our segmentation systems provide the insights needed to effectively implement customer acquisition, cross-sell, and retention programs. Available exclusively to IXI™ Network Members.
Who it’s for
Director of Marketing: Segment and target your customers and prospects by financial and behavioral characteristics
Campaign/Advertising Manager: Increase campaign engagement and improve performance with better segmentation
Data Analytics: Understand persistent characteristics predictive of financial behaviors
Modeler/Statistician: Enhance marketing models using financial-based segments
Customer Analyst: Enable better planning and market sizing, and attribution by customer segment
About Financial Cohorts
Financial Cohorts enables financial marketers to analyze clients and prospects based on how financial services firms really classify households – by their financial potential. The system enables firms to identify pockets of opportunity among their most common segments (Affluent, Mass Affluent, and Mass Market), and then guides marketers to understand the differences between households within each asset tier.
Segments customers based on measured consumer financial capacity, investment style, behaviors, and characteristics, as well as demographics, age, and urbanicity
Offers a household-level cluster solution with over 100 input variables
There is no bias against affluent households; several clusters have greater than $2 million median assets
Ability to integrate with all Equifax wealth-based solutions
Available both in an offline version and online digital targeting segments
About Financial Spectrum
Financial services firms can use Financial Spectrum to understand better the financial and behavioral characteristics of distinct customer and prospect groups and increase the relevance and effectiveness of direct and online marketing efforts.
Built-in partnership with Neustar, leveraging unique data insights from Equifax and Neustar's respected expertise in segmentation
Links to Neustar's industry-leading identity graph
Leverages Neustar's ElementOne® audience intelligence solution for insights, planning, activation, and measurement purposes
Compliance-friendly - does not contain Protected-class Data
