Claritas Begins Advanced Analytical Services Division

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Claritas Inc. today is expected to introduce Integras, an advanced analytical services division specializing in location research and customer analysis for marketing.


San Diego-based Claritas said Integras, the second subsidiary to operate under the Claritas name, would have access to the data resources of Claritas' parent company, VNU, whose marketing information holdings include ACNielsen, Nielsen Media Research and Spectra Marketing Systems.


Claritas said the division will let retail customers integrate media data into their location strategy analysis, while financial services customers will be able to include net worth and investable-asset models into branch planning projects.


Integras initially will focus on four areas:


· Location research, providing consulting, primary research, trade area analysis and advanced modeling.


· Marketing analytics to move companies toward an integrated strategy for customer value analysis.


· Market information integration, letting customers tap increasing levels of market data.


· Exploratory insight, which aligns business strategy with market data investments by creating analyses that interpret market data.


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