WHAT IT IS

DELTA is a new and distinct segmentation system for Canada that defines 121 segments at the postal code level based on key dimensions such as age, income, education, marital status and dwelling type. While PRIZMC2 was developed with 2,000 key demographic and geographic variables for the 54,626 census Dissemination Areas—averaging 400 to 700 households nationwide—DELTA classifies all postal codes into 121 types—nearly double the number of clusters of the industry-leading PRIZMC2 system. DELTA gives marketers the power to undertake finer analyses of the lifestyles and values of Canadians. With DELTA, businesses and not-for-profits can gain greater discriminating power to more effectively connect with new customers, prospects and markets.

HOW IT'S USED

DELTA provides clients with another choice for determining the right level of geography to use to differentiate customers for profiling and modeling applications. In a test of PRIZMC2, PRIZM∆ and DELTA, EA analysts demonstrated their relative strengths for reaching potential customers for a fitness club, an upscale retailer and an online shopping site. While PRIZMC2 provided the best solution for promoting a fitness club in a local neighbourhood, PRIZM∆ was a better choice for the upscale retailer, and DELTA proved more effective for marketing an online shopping site, offering a more refined target with demographics than PRIZMC2 lifestyles.

By linking DELTA to your customer data, you can identify your most profitable segments and locate areas where you’ll find similar consumers. As with PRIZMC2, DELTA allows organizations in a range of sectors—financial, retail, media, telecommunications, travel, government and not-for-profit—to carry out a variety of marketing activities:

• Banks and insurance companies use PRIZM C2 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 PRIZM C2 to ensure that the right services are available in the appropriate areas
• Tourism marketers create highly targeted direct mail pieces that focus on the aspirational motives of vacationers
• Newspapers employ the PRIZM C2 segments to increase circulation by comparing the profile of their current readers to the category profile

WHAT IT IS

PRIZMΔ (“PRIZM Delta”) is a consumer segmentation system developed at the postal code level using the 66 segments of EA’s popular PRIZM C2 system. While PRIZM C2 was developed with 2,000 key demographic and geographic variables for the 54,626 census Dissemination Areas—averaging 400 to 700 households nationwide—PRIZM∆ was built with fewer available variables but more numerous postal codes at the FSA LDU (Forward Sortation Area – Local Delivery Unit) level, with 834,104 postal codes averaging just 17 households nationwide. PRIZMΔ can provide greater discriminating power to help businesses and not-for-profits more effectively connect with new customers, prospects and markets.

HOW IT'S USED

PRIZMΔ provides clients with another choice for determining the right level of geography to use to differentiate customers for profiling and modeling applications. In a test of PRIZM C2, PRIZM∆ and DELTA, EA analysts demonstrated their relative strengths for reaching potential customers for a fitness club, an online shopping site and an upscale retailer. While PRIZM C2 provided the best solution for promoting a fitness club in a local neighbourhood, DELTA proved more effective for marketing an online shopping site and PRIZM∆ was a better choice for the upscale retailer, offering finer targeting for high-end lifestyles and a more qualified prospect pool.

By linking PRIZMΔ to your customer data, you can identify your most profitable segments and locate areas where you’ll find similar consumers. You may also profile your target consumers through links to Canada’s leading providers of media and marketing databases. As with PRIZM C2, PRIZM∆ allows organizations in a range of sectors—financial, retail, media, telecommunications, travel, government and not-for-profit—to carry out a variety of marketing activities:

• Identifying the most profitable customers and prospects
• Creating more robust consumer segment profiles
• Locating areas of high-value customers, underserved markets and untapped opportunities
• Delivering digital advertising in real time to DELTA segments and target groups
• Improving one-to-one targeting with relevant messaging
• Importing variables in predictive models to differentiate behaviours

WHAT IT IS

PRIZM C2 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 incorporate psychographics providing insights into the behaviour and mindset of consumers. It’s been updated with the 2006 Census, newly released Social Values from Environics Research and EA’s current year 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 available of their customer segments.

HOW IT'S USED

From target marketing and trade area analysis to merchandise mix and media buys, PRIZM C2 gives decision-makers data-driven analysis on what consumers are buying, doing and thinking. By linking PRIZM C2 to your customer data, you can identify your most profitable segments and locate areas where you will find similar consumers. PRIZM C2 helps you determine the best way to reach them with the right products, services, media mix and messages. Among the applications employed by businesses and not-for-profits:

• Banks and insurance companies use PRIZM C2 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 PRIZM C2 to ensure that the right services are available in the appropriate areas
• Tourism marketers create highly targeted direct mail pieces that focus on the aspirational motives of vacationers
• Newspapers employ the PRIZM C2 segments to increase circulation by comparing the profile of their current readers to the category profile

WHAT IT IS

PRIZM QC captures the unique qualities of Quebec lifestyles. An extension of EA’s PRIZM C2 segmentation system, PRIZM QC is designed to assist companies in better understanding the Quebec marketplace. The 42 francophone PRIZM QC clusters account for 85.5 percent of all households, while the 24 anglophone clusters represent 13.5 percent of households. Of the francophone clusters, there are twenty-one urban, ten suburban, seven exurban and four town/rural. Of the anglophone clusters, there are sixteen urban, four suburban, two exurban and two town/rural. These clusters have been optimized for Quebec and have been individually named and imaged. The social groups have also been customized to Quebec and differ from the national system due to the complex nature of Quebec’s society; for instance, there are 37 urban clusters in PRIZM QC compared to 28 urban segments in PRIZM C2. The town/rural areas also have great diversity, but with a smaller population base they require only six clusters to capture that diversity. And the 42 Francophone PRIZM QC clusters roll up to the 15 PRIZM C2 Quebec segments so that users with national customer files and large numbers of francophones in Quebec can get the best of both worlds.

HOW IT'S USED

PRIZM QC is used in the same ways as PRIZM C2, but this version is optimized for use in Quebec. Businesses, not-for-profits and governments can use PRIZM QC for profiling customers or prospects, identifying successful acquisition and retention strategies and zeroing in on areas of untapped potential. And because PRIZM QC is directly linked to PRIZM C2, marketers can also leverage all the behavioural and attitudinal information in the PRIZM C2 Link surveys.