Locating Consumers with Financial Resources

Locating Consumers with Financial Resources

Over 249 Million Target-Ready Consumers with Discretionary Income

Target Marketing 101: for B2C online, email or direct mail campaigns, there are two basic principles that need to be followed. One, make sure the prospects are ‘in the market.’ And two, make sure they have the financial ‘resources to transact.’

One of the best measures that applies these core principles is your audience's discretionary income score. Most measures of discretionary income only take into account household income or invested assets. Sometimes it’s simply based on net worth. What's missing is an accurate measurement, like Semcasting’s Discretionary Income Index (DII), which takes into account household cash flow remaining after expenses for home mortgage, food, education, transportation and taxes are paid. A household affluence profile is different, because it’s based on factors like head of household or dual incomes, number and age of children, length and cost of home ownership, and even the state and neighborhood you live in.

The unique value offered by our Discretionary Income Index is that it is based on local-level data attributes collected for tax rates, cost of living and household composition. Thousands of predictive models precisely measure the volatility and spending patterns of local urban, suburban and rural economies and combine it with residential-level information. By including monthly updates in the models from sources like the Federal Reserve, Bureau of Economic Analysis and the IRS, the Discretionary Income Index remains economically fresh and accurate for targeting audiences who can afford certain products or services being offered where financial resources matter.

Use Case:

When a luxury auto manufacturer needed to promote their new 2014 luxury SUV in the U.S., they focused on reaching qualified audiences within ten miles of dealerships. The basic target audience profile: 38- to 50-year-old homeowners with children, who have been in their homes for more than two years and have a household income above $200,000. By adding a discretionary income score of 150 or above, the target audience was narrowed to the neighborhoods and households with one and one-half times the national average. This precision allowed the auto manufacturer to target the most qualified audience with a high concentration of premium advertising later in the week and over the weekend. This strategy resulted in multiple test drives across all dealerships and a high overall ROI.

Using Semcasting’s patented Smart Zones’ technology, this auto manufacturer was able to target their audience with no use of cookies, inferred data or tracking, enabling them to reach nearly 100 percent of their audience across any device.

Here’s how Smart Zones makes this possible:

• Reach & Scale: 100% reach and scale with no onboarding to 250 million-plus people and 18 million businesses in the U.S. and Canada
• Media Zones: Link audiences to their preferred sites, categories, ad sizes and day/time
• Device Independent: Access to all Internet-enabled devices (i.e. desktops, laptops, tablets and smart phones)
• Cookie-Free Privacy: No use of cookies, tracking or inferred audience segmentation
• Data Rich: Over 750 data variables

To learn more about locating consumers for smart targeting, visit out Consumer Zones page and download our overview.