New “composite segments” enable ease for media planners targeting new movers, super-shoppers, men’s and women’s interests, and affluent consumers.
BREWSTER, NY, September 18, 2012 — Alliant, a leading provider of predictive segmentation solutions for multichannel marketers, announced today that its Alliant Online Audiences™ targeting solution for digital display advertising (AOA) has expanded to include new U.S. consumer segments reflecting active and affluent shoppers, new movers, and men’s and women’s interests – enabling online publishers and marketers to target their display advertising and offers to highly responsive and performance consumers based on actual direct-response transaction history.
Alliant also announced that AOA’s roster of data management platform partners also has expanded to include leading digital platforms such as eXelate, Lotame and, most recently, Adobe Audience Manager. The company says other integrations are pending.
“Alliant Online Audiences has been successful because AOA uniquely allows marketers to anonymously target consumers based on purchase history and critical response performance metrics such as recency or loyalty,” said Donna Hamilton, Alliant’s vice president for audience targeting. “As we have expanded our reach, we have also been listening to our partners — and creating new product for the marketplace.
“Each of the newly announced composite segments leverage Alliant’s proprietary analytics processes by combining purchase and performance histories of consumers in a single de-identified online package. AOA composite segments increase the productivity of display ad inventory while simplifying audience selection for media planners.”
Composites increase the total number of AOA segments to select from 85 to 97 segments overall. The 12 new segments, titled descriptively with corresponding consumer counts, are:
- SuperShoppers: Shopaholic Hotline (3.7 million)
- SuperShoppers: Moms Who Shop Like Crazy (14 million)
- SuperShoppers: Loyal Super Spenders (2 million)
- SuperShoppers: Personal Care Multi-buyers (7.2 million)
- Mostly Men: Home Improvement Masters (5 million)
- Mostly Men: Household Decision Makers (19.4 million)
- Mostly Men: Crazy About Sports (1.5 million)
- Mostly Men: King of the Wallet (4 million)
- Women: Queen of the Wallet (5.8 million)
- Women: Women Born to Shop (8.8 million)
- Women: Cosmetic and Beauty Lovers (2.5 million)
- Affluent Consumers (14.0 million)
Additionally, Alliant Online Audiences has introduced “new movers” as its own category of “life-stage” online consumer segments. According to Hamilton, consumers who have recently relocated represent an intensive “marketing moment” because they are most likely to be open to a wide range of purchases, many of them large-ticket, during this important life-stage change. The AOA “New Movers” include four segments, based on first-indicated move date:
- Six-month New Movers (3.7 million)
- 30-day New Movers (250,000)
- 60-day New Movers (770,000)
- 90-day New Movers (1.5 million)
“Both new movers and composite segments ease the media planning process because Alliant has done the audience selection beforehand, allowing for ready testing by marketing strategists and media planners,” Hamilton said. “Composite segments in particular deliver large, focused audiences appropriate for many products and services — where the increased counts reflect not just more online consumers, but more online consumers who are receptive to relevant offers and perform well based on actual payment performance and other success metrics.”
The expanded number of data management platform partners would indicate that Alliant’s approach is resonating with the marketplace, Hamilton said. “Lotame, eXelate and Adobe Audience Manager are leading names and networks for online display, and we are proud to have them as program partners. It is gratifying for us to work with them to find new opportunities to expand the data sets they can provide to their customers.”
“As the leader in online data, we deliver high-value, scalable data to digital marketers,” said Damian Garbaccio, chief revenue officer of eXelate. “We look forward to expanding the distribution of Alliant Online Audiences and helping marketers make the best possible marketing decisions through unique online data.”
Based in Brewster, NY, Alliant develops predictive segmentation solutions that enable direct-to-consumer marketers to increase profitability across multiple channels, including traditional mail, DRTV and digital marketing. Alliant’s proprietary cooperative databases provide behavioral, transaction-level customer data on over 136 million consumers, updated monthly by leading direct response marketers. Alliant’s data-driven solutions power multi-channel marketing success by identifying profitable prospects, increasing response rates and average order size, minimizing payment risk, and improving profitability in retention and reactivation efforts. For more information, visit: www.alliantdata.com