V12 Group Consumer Deep Dive. Consumer Data Overview // 2013. Agenda. Recognized by Inc. Magazine for the third consecutive year as one of the fastest-growing private companies in America, V12 Group has spent the last decade driving innovation across three key areas :
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Consumer Data Overview // 2013
Recognized by Inc. Magazine for the third consecutive year as one of the fastest-growing private companies in America, V12 Group has spent the last decade driving innovation across three key areas:
With our acquisition databases and 260 demographic, geographic, lifestyle, and interests selects, you can identify and acquire new viable prospective customers.
V12 Group specializes in providing premium:
Quality & Verification
DATA MANAGED SERVICES TECHNOLOGY
Our proprietary technologies allows our data to become actionable. With our collection of data platforms and applications, V12 Group has automated the entire business of compiling and utilizing marketing data.
Data is the Fuel for V12 Group. We utilize the production data in every aspect of the business and it is licensed out to almost 100 firms for marketing and analytical purposes.
Using the V12 Group Data Warehouse, we plan and execute thousands of Acquisition and CRM campaigns per year on behalf of our clients in an automated and off line environment.
V12 Group Consumer Database:
V12 Group is a leading provider of database marketing solutions offering a proprietary consumer file of over 208 million individuals, including 80+ million email addresses.
The database applies industry leading research and marketing strategies to offer a product that excels in size, quality and value.
Our proprietary multi-channel consumer database includes detailed demographic, lifestyle and transactional data, which is contributed to by the most credible and responsive sources available to direct marketers.
Armed with the right data, V12 Group’s clients can fine tune marketing offers targeted at new prospects and provide their current customers with products that more closely match purchasing preferences and habits.
V12 Group owns the largest fully integrated, multi-channel database existing today. Our ePostal file joins postal and permission based email points of contact.
This means that we can not only target based on audience demographic profile, but also by city, zip code or postal carrier route. Any targeting performed with postal data can also be done with our email database.
V12 Group’s multi-channel contacts are developed in a cooperative database environment with data contributed by over 30 partner sources:
Before an ePostal record is added to the file it is:
We have a multi-channel, multi-sourced national consumer database. It is a hybrid file built from compiled and proprietary response data sources.
V12 Group’s database is built from many data points and sources
The file meets all DMA privacy and security compliances
V12 Group updates our file aggressively with the following standards:
Each V12 Group record has an Individual ID (Sequence) and a Household ID
V12 Group uses Microsoft SQL Server Cube technology and we are SAS-70 Type II and Safe Harbor Compliant
V12Group’s coverage compares favorable versus competitors.
Most clients compare our consumer database versus competitive options based on:
Weakness: (Missing elements)
Premium Income – Built from publicly available sources and a large, nationally representative sample of self-reported incomes, the Income Estimate was modeled using patented genetic algorithm technology.
Home Value Estimate - Home values are determined based on recent transactions thus the data is only as good as the most recent purchase or refinance. Using local-level models that leverage information such as local cost of living, neighborhood values, tax rates, number of rooms, lot size, acreage, etc., to assess a property’s current value enabling the most accurate home value estimates.
Discretionary Spending Index - measures the amount of money households have left for spending after they meet their basic needs for food, housing and clothing. DSI enables more precise identification of prospects who have the financial capacity to make a purchase. Unlike other offerings our approach goes further, measuring assets and equity-to-debt while considering other key influences on spending:
Size and Channels
Reading the DSI Index
As an index the average household score = 100. Households with 10% greater discretionary income than the average will score 110; households with twice the discretionary income have an index value of 200. A value of zero applies to households where household expenses consume all available resources, resulting in no discretionary income.
Lifestyle segmentation systems (also known as clusters) are based on the premise that birds of a feather flock together. Systems are built using socio-economic indicators that group based on affluence, life-stage, geographical regions and media preferences. The purpose is to assign each US Household to one distinct segment (or cluster) so marketing messages can be more easily crafted and managed.
Anglers– Proprietary to V12 Group, this segmentation has 40 segments covering 140 million individual level records. We offer a ZIP+4 level companion dataset of 36 segments which covers the rest of the consumer database.
List of some of the most popular Lifestyle Segmentation systems:
V12 Group provides a statistical scoring system created to identify FICO-like credit scores using historical patterns of credit usage and payment behavior. The Credit Ranges are built with critical financial predictors, such as mortgage information, credit and installment debt, plus other loan and financial information. This data is summarized into a zip+4 level geographic file so it can be used for any offers that do not require a firm offer of credit.
The ranges closely resemble FICO scores ranging from 450 to 800 and higher.
A = 800 + E = 600 - 649
B = 750 – 799 F = 550 - 559
C = 700 – 749 G = 500 - 549
D = 650 – 699 H = 499 & Lower
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