Marketing services firm Looking Glass recently announced its Cohorts database service can break a company's database down into 27 segments for e-mail and direct mail campaigns.
The service uses marketing categories organized by demographic and lifestyle characteristics. The groups are formed from survey data taken from proprietary research of 85 percent of U.S. households, according to Looking Glass. In addition, the service uses syndicated market research data.
Technically, Cohorts' segment codes are appended to a client's database.
Looking Glass, Denver, said the service reports visitors' points of departure on the Web. This feature, according to the company, allows firms to see that one customer segment might be predisposed to promotional offers while another segment might be motivated by personalized service options.
Cost of the service was not disclosed. More information can be found at www.cohorts.com.
