Jeff Bickel, Senior Vice President
The proliferation of online channels has significantly changed the way consumers engage and interact with brands. With this shifting consumer behavior, it has become essential for marketers to gain knowledge about their current customers and potential prospects, understanding customer demographics, and comprehending their lifestyle, purchase behavior and channel preferences by accessing data across platforms. Despite this, many businesses fail to tap meaningful insights from large data sets, due to an inability to organize and analyze data effectively. Those businesses are often found struggling to holistically measure the effectiveness of offline and online campaigns, to determine the channels that are contributing to engagements and conversions among their consumers, or to identify the drivers of incremental lift in their KPIs.
This is where Claritas steps in. As a data-driven marketing company, Claritas offers insights and intelligence by leveraging over 10,000 demographic and behavioral insights, including online and offline media habits, technology preferences, and shopping patterns. Claritas offers over 8,000 Syndicated Audiences including four of the industry’s most widely used segmentations: PRIZM®
, and CultureCode®
. With Claritas, businesses can optimize marketing strategies across all channels. “In this digital realm, marketers don’t have a six month planning window. It’s critical for them to have immediate access to consumer information” mentions Jeff Bickel, Senior Vice President of Customer Success at Claritas.
The unique Claritas Identity Graph powers a closed loop suite of solutions that enables marketers to identify and better understand their best prospects, and to deliver marketing campaigns across the right channels when it matters most by using actionable data from multiple sources.
Powered by analytics and modeling capabilities, our multi-channel execution solutions enable businesses to effectively launch marketing campaigns and optimize ROI
Covering almost every U.S. consumer household and binding together 5 billion data points monthly including device use and online behavior, the Claritas Identity Graph creates portraits of over 255 million people in a privacy-compliant manner. “Powered by analytics and modeling capabilities, our multi-channel execution solutions enable businesses to effectively launch marketing campaigns and increase the ROI on every dollar,” says Bickel.
Over five decades, Claritas has helped some of the country’s largest brands across all major industry sectors develop more effective and efficient marketing strategies. An example is the shoe and apparel retailer that approached Claritas for help with digital outreach, and to raise awareness among Hispanic women looking for new opportunities to supplement their income. The client distributed their products primarily through sales agents and wanted to increase the sellers by ten percent. Coding the client’s database, Claritas found that 57 percent of their existing agents fell within 7 PRIZM®
Premier segments and 3 Hispanicity™
segments (HA2, HA3, HA4). Claritas used these segments to find new agents across multiple channels and create specific campaigns to target them. They then executed email campaigns and deployed Facebook and Google ads targeting the Hispanic population. Using ongoing insights into the campaigns’ impact ensured continuous optimizations of strategies for maximum ROI. As a result, the client’s email click-through rate increased by almost 25.3 percent and conversion rate by 11 times.
With many such instances of client success up their sleeves, Claritas focuses on innovating and improving its platform to deliver end-to-end solutions that will help clients optimize marketing strategies. The company is continually enhancing its solution from a technical perspective to make data more easily accessible to marketers. With its multi-dimensional data, Claritas helps organizations deliver the right message through the right channel to the right person at the right time. “We will continue to help our clients use a data-driven marketing strategy and connect to multicultural consumers for higher campaign response rate and better ROI,” concludes Bickel.