PerformanceData Launches New Consumer Clustering Tool

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PerformanceData, Chicago, a consumer marketing data provider that is a division of Trans Union LLC, unveiled a new, individual-level-based database segmentation tool Monday that offers marketers the ability to identify their consumer audiences more easily.

The tool, called Stratum, places consumers into one of 21 distinct groups or "clusters" according to their credit behavior for firm offers of credit or insurance. For example, a financial services marketer can profile its customer base with Stratum and select top-performing clusters for prospecting without investing in a custom model.

This allows for a simple method to reach consumers, the company said.

"For today's marketers, speed is critical," said Jeff Hellinga, PerformanceData's general manager. "By creating these clusters, we allow marketers to make important target marketing decisions while meeting their tight deadlines. This is a practical tool for applications such as risk assessment, prospect selection, and cross-selling or upselling evaluation."

Stratum is available through PerformanceData's PerformanceBase database.

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