in Direct Mail
Niches: Big Data Comes to Print List Sourcing
As a follow-up to our DataShot article last month, we thought we would drill down with a discussion of Niches. Niches is a proprietary segmentation tool that uses demographic elements such as age, income, presence of children, economic activity, and interests to group a household into one of 26 specific clusters. Niches are applied at the household level for superior targeting and customization of marketing messages. As they pertain to DataShot, the Niches segments help to validate (or tell the story, if you will) the results of the profile we have built.
You can use Niches as a stand-alone tool to acquire a list, to separately validate a profile used to build a list, or as a control to compare to your own uploaded list as part of the DataShot process.
Below are all 26 Niches segments. They paint a fascinating portrait of how a combination of targeting data points can come together to paint a picture of a valuable household demographic.