PRIZM the best segmentation tool.
Pros
- Segmentation.
- Media targeting and buying.
- Behavioral research.
- Purchasing behaviors.
Cons
- I would like better projections for micromarkets, such as non US Census metro areas.
- Organic segmentation can be very time consuming, but it always is.
Return on Investment
- Definitely a return on investment. We have been able to make much better use of our media buys. We have seen conversion rates skyrocket because of the targeting we were able to do.
- Our media buys were much more cost efffective. An example is the TV listing pages of the newspaper was cheaper than the front page for certain segments.
- It has helped support expansion into a new market for our health insurance products.
- We are able to design products based on the populations needs and behaviors rather than what someone heard.
- We were also able to map risky health behaviors across our service area and target the unhealthy by zip code.