I-Behavior Allies With Yankelovich

Share this article:
I-Behavior Inc. today will announce a partnership with Yankelovich to bring MONITOR MindBase attitudinal segmentation to its cooperative database.


"Our clients will have the opportunity to not only know who to target but to understand the underlying motivation of the buyers," said Lynn Wunderman, president/CEO of I-Behavior, Harrison, NY.


MONITOR MindBase, developed by Yankelovich, Chapel Hill, NC, is a segmentation tool that attributes consumer motivations and attitudes to specific individuals within households. It is based on annual survey data from Yankelovich's MONITOR consumer research studies.


Opened in late 2000, I-Behavior is a marketing data and information services business that created a cooperative database of opt-in consumer names. It combines online and offline SKU-level transactional data to serve as the basis for analysis and targeting.


"Yankelovich customized the segmentation system to really leverage the predictive power of our thousands of transactional variables," Wunderman said. "It marries the behavioral data with the attitudinal motivational insight behind the behavior."


This is the only place to use this segmentation with known direct channel buyers, she added.


MONITOR MindBase divides the population into eight core value segments that distinguish consumers by their perspectives on the world. This segmentation considers level of materialism, orientation to technology, social interactions and optimism about the future.


The I-Behavior database has 470 participants with 65 million households and 77 million individuals.


Share this article:
close

Next Article in Database Marketing

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

Featured Listings

More in Database Marketing

Six Big Data Dos and Don'ts

Six Big Data Dos and Don'ts

Your marketing team has collected the data. Now learn what to—and what not to—do with it.

Making Data Breach Readiness a Priority

Making Data Breach Readiness a Priority

5 ways marketers can prepare for possible data breaches.

What's H-appending? DiscoverOrg Taps Marketo's Webhooks

What's H-appending? DiscoverOrg Taps Marketo's Webhooks

Cloud-based marketing automation behemoth Marketo joins forces with marketing intelligence company DiscoverOrg to improve its data collection capabilities.