PRIZMc2
WHAT IT IS
PRIZMc2 is the latest release of the pioneering segmentation system from Environics Analytics that classifies Canada’s neighbourhoods into 66 unique lifestyle types. It’s the first system of its type to integrate geodemographics and psychographics in order to provide insights into the behaviour and mindset of consumers. It’s current with data from the 2011 Census, Social Values from Environics Research and EA’s current year DemoStats (formerly Demographic Estimates and Projections). And it reflects Canada’s growing diversity, with 15 francophone segments and 13 segments that are home to visible minorities, new immigrants and those who speak a language other than French or English. Because it’s linked to many important marketing surveys and databases, it helps marketers create the most complete picture possible of their customer segments.
HOW IT'S USED
From target marketing and trade area analysis to merchandise mix and media buys, PRIZMc2 gives decision-makers data-driven analysis on what consumers are buying, doing and thinking. By linking PRIZMc2 to their customer data, users can identify their most profitable segments and locate areas where they’ll find similar consumers. PRIZMc2 also helps marketers determine the best way to reach their customers with the right products, services, media mix and messages. Among the applications employed by businesses and not-for-profits:
WHAT IT IS
PRIZMc2 is the latest release of the pioneering segmentation system from Environics Analytics that classifies Canada’s neighbourhoods into 66 unique lifestyle types. It’s the first system of its type to integrate geodemographics and psychographics in order to provide insights into the behaviour and mindset of consumers. It’s current with data from the 2011 Census, Social Values from Environics Research and EA’s current year DemoStats (formerly Demographic Estimates and Projections). And it reflects Canada’s growing diversity, with 15 francophone segments and 13 segments that are home to visible minorities, new immigrants and those who speak a language other than French or English. Because it’s linked to many important marketing surveys and databases, it helps marketers create the most complete picture possible of their customer segments.
HOW IT'S USED
From target marketing and trade area analysis to merchandise mix and media buys, PRIZMc2 gives decision-makers data-driven analysis on what consumers are buying, doing and thinking. By linking PRIZMc2 to their customer data, users can identify their most profitable segments and locate areas where they’ll find similar consumers. PRIZMc2 also helps marketers determine the best way to reach their customers with the right products, services, media mix and messages. Among the applications employed by businesses and not-for-profits:
- Banks and insurance companies use PRIZMC2 to develop products, services and messages that increase client retention through cross-selling and up-selling.
- Retailers identify underserved markets and areas where operations should be combined or curtailed.
- Fundraisers focus on potential donors that are likely to have the highest response to their direct marketing campaigns.
- Governments use PRIZMC2 to ensure that the right services are available to constituents in the appropriate areas.
- Tourism marketers create highly targeted direct mail pieces that focus on the aspirational motives of vacationers.
- Newspapers employ the PRIZMC2 segments to increase circulation by comparing the profile of their current readers to the category profile.