Buying activity basis for new classification

A new geo-demographic segmentation system launched by Scientia Data is adding active buying to the dimensions on which marketers can select their prospects.

Intra can be applied at either household or postcode level to provide an additional level of discrimination and uplift.

Intra has been built using Scientia’s database of transactional records using files on 14 million adult consumers who have purchased in the last three months. By combining spending with wealth and lifestage attributes, the system picks out prospects who are more likely to buy than others of a similar profile, but who may not be actively using their disposable income.

“Intra adds a new dimension to segmentation that gives marketers a fresh view of their customers, which enables them to target the active spenders that fit their customer profile more tightly than ever before,” says Dee Toomey, managing director of Scientia Data.

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