Looking Glass Introduces New Cohorts

Share this content:
Looking Glass has released a new version of Cohorts, its household-based consumer segmentation system.


The upgrade adds three segments designed to better reflect current household demographics, thereby enhancing the cost-effectiveness of Cohorts-based marketing programs.


The new segments are:


• Barry and Kathleen: Affluent professional couples, educated, dual-income and childless.


• Andrea: Single moms with careers, successful, professionals.


• Frank and Shirley: Conservative older couples (grandparents and parents) raising children.


Changes also were made to reflect information from the 2000 Census.


Developed with the technical assistance of Northwestern University's integrated marketing communications department, the updated Cohorts uses information from the two premier consumer data companies in the United States, Experian and Equifax.


Through cluster analysis, 30 naturally occurring Cohorts were identified, featuring demographic and lifestyle characteristics. The segments were validated using information from two leading syndicated research companies, Simmons Market Research Bureau and Scarborough Research. Through this validation, the segments were further described by attitudes and consumer behavior.


close

Next Article in Data/Analytics

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above