Send the Right Message to the Right Household®

Cohorts® is a state-of-the-art, household-based, consumer segmentation tool that enables marketers to understand, target and communicate with distinct customer and prospect groups. It is the power to send the right message to the right household, and improve marketing effectiveness and ROI.

Cohorts provides business-to-consumer marketers the ability to serve customers and improve response rates by sending targeted, relevant versioned messages and offers that increase sales and customer loyalty. By using Cohorts in conjunction with Echelon’s discretionary spending and income measures  you can target and communicate with your best prospects with even greater accuracy, precision and improved response.

Target households, not just neighborhoods

Cohorts divides virtually all U.S. households into 30 cohesive groups that share distinct demographic, lifestyle and consumer behavior characteristics. Each group is named to reflect its personality and help you distinguish it from the others. That means you can get to know your customer types as individuals, not just clusters of data, and reach out to them with personalized messages and programs. Because it's a household-level (not neighborhood-based) market segmentation system—it helps you target the right households, not just neighborhoods.

Cohorts helps you understand your key customer and prospect segments in Cohort terms, and then arms you with Cohort segment codes to your database. This enables you to make data-driven targeting decisions based on your business’s own service-level data and create customized, highly-relevant communications and marketing programs. Cohorts can help your organization:

• Choose marketing channels and media placement –  match marketing/media channels with preferences of target segments
• Tailor positioning and messaging –  version creative and copy for maximum relevance to targets
• Define product strategy and distribution – determine effective product positioning and match offers with appropriate customers
• Improve prospecting and acquisition campaigns – find more customers like your best customers
• Appropriately cross-sell/upsell –  identify optimal cross-sell/upsell opportunities within your customer base based on current share-of-wallet and the financial capacity of customers within your base
• Improve CRM and loyalty efforts – communicate with customers in a relevant tone, and through relevant channels, with relevant offers
• Profile customers – understand the full picture of household behaviors for a more accurate predictive measure of how they will interact with you
• Conduct market analyses – size markets for key target segments and identify growth opportunities

Cohorts is designed to have a positive impact on your bottom line. For instance, in numerous controlled tests, Cohorts-versioned direct response campaigns have increased response rates, often dramatically—clients experience actual lifts in excess of 300%. Finally, Cohorts-based versioning increases the ROI of marketing campaigns, because increased sales greatly outweigh incremental costs of Cohorts and versioning.

Interested in marketing to Hispanic customers? Hispanic Cohorts represents a breakthrough for marketers in understanding the rapidly growing Hispanic marketplace.

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Contact us to find out how Cohorts can provide your company with the power to send the right message to the right household, and improve marketing effectiveness and ROI.