PerformanceData, Chicago, released its SOLO clustering product that was created specifically for the Masterfile target marketing database. It is an enhanced market segmentation tool that incorporates household demographic data and summarized financial data to create meaningful clusters which are based on lifestyles and behavioral patterns.
There are two to eight segments within the 11 categories that allow a user to identify unique and potentially profitable customer targets. According to PerformanceData, SOLO will allow direct marketers to improve their success and profitability by allowing them to better understand their existing customers and choose a simple list select before investing time and money.
