KnowledgeBase Offers Online Segmentation System

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KnowledgeBase Marketing and its parent company, Wunderman, today are to unveil Digital Neighborhoods, a tool that segments consumers by their online behavior, at the National Center for Database Marketing Winter 2002 Conference & Exhibition in Orlando, FL.

Digital Neighborhoods combines online information taken from click-stream data with demographic, lifestyle and transactional data from KnowledgeBase Marketing's AmeriLINK national consumer database. The resulting Digital Neighborhoods predictive model offers 17 clusters that describe a consumer's digital behavior.

Segments include Culture Vultures, a group that skews female and includes people who spend much time surfing; Ticker Trackers, heavy surfers who conduct finance-related transactions and research investments but are light shoppers; and Digital Cleavers, families who visit a range of sites and buy across multiple categories.

The segments are immediately available for data enhancement and list rental, KnowledgeBase said.


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