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Keith Peterson
Chief Operating Officer, Claritas Inc.
Stephen Moore
Director of Public Relations, Claritas Inc.
On Monday, October 9, 2006, students in San Diego State University's Sports Business Management MBA program were pleased to welcome Keith Peterson, Chief Operating Officer, Claritas Inc. and President, Integras, and Stephen Moore, Director of Public Relations, Claritas Inc.
San Diego-based Claritas Inc. is regarded as the leading provider of intelligent marketing information and target marketing services aimed at reducing the cost of customer acquisition and growing customer value. Claritas offers over 60 marketing databases, industry leading consumer segmentation systems, consulting services and software applications for site analysis, advertising sales and customer targeting. Since 1971, Claritas has been the pre-eminent source of accurate, up-to-date information about people, households and businesses within any geographic area in the United States. 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.
Formed in January 2003, Integras provides high-end analytical consulting and advanced decision support for marketing and location strategy. A division of Claritas Inc., Integras combines sophisticated quantitative analysis with the broadest array of consumer and business data available in the United States to help companies make better strategic decisions. In addition to conducting three syndicated surveys (Insurance Audit, Market Audit, Convergence Audit), the Customer Research and Targeting business unit of Integras conducts custom primary market research on behalf of their clients.
Keith Peterson and Steve Moore provided the Sports MBA students with a complete review of Claritas’ PRIZM system, concluded by a practical exercise reviewing the results of a study conducted of an anonymous sports franchise. The students reviewed the results, and then delivered their own assessment of who the target and secondary markets are for that franchise.
The first segmentation system of its kind, PRIZM provides a standard way of sorting the population into similar groups by demographics, lifestyle preferences and behaviors to provide businesses with actionable target marketing information. PRIZM NE is used by thousands of marketers at leading Fortune 500 companies across the country and the world providing the "lingua franca" for cost-effective marketing in an increasingly diverse and complex American marketplace.
Claritas PRIZM NE links with virtually every major marketing database in the U.S., making it a common language for integrated marketing. Claritas segmentation is available on nearly all marketing databases from such leading providers as ACNielsen, Gallup, IRI, JD Power, Mediamark, Nielsen Media Research, NFO, NPD, Polk Automotive, Scarborough and Simmons, plus nearly all major direct mail list providers, consumer marketing surveys and audience measurement systems, among others. This type of linkage allows businesses to select survey samples by PRIZM NE segments or have businesses’ completed surveys or customer data PRIZM coded and profiled.
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