CanaCode™ is a two-tier lifestyle cluster system which provides in-depth consumer insights and enables target lifestyle marketing. The first tier consists of 17 natural clusters of consumers embedded in geographic, psycho-demographic, household spending, consumer behavior and response databases. The second tier enhances the 17 clusters with 109 niches for precise target marketing.
The increasing competition, media fragmentation and consumer empowerment through information and knowledge make it both undesirable, and effectively impossible, to reach a given target audience with conventional mass-marketing tactics. Market segmentation with precise data and technology and the advance of technology for mass customization reveal a more precise and promising marketing technique ¨C quantified lifestyle marketing.
Lifestyle is the outward expression of a consumer¡¯s needs, desires and values, reflected through patterns of demographics, purchasing behaviors, activities, interests and opinions. Consumer lifestyle can change dynamically under social environmental influences.
Lifestyle Marketing means meeting a consumer¡¯s needs and desires by tailoring products/services to his/her lifestyle. Powered with CanaCode lifestyle clusters and appropriate predictive modeling techniques and advanced micro-communication channels, you can leverage the strength of one-to-one marketing and coverage of mass marketing, via lifestyle cluster marketing, to turn non-customers into customers and existing customers into better customers. Click here for a sample lifestyle profile report.
CanaCode™ describes the Canadian market as a group of smaller homogeneous lifestyle clusters. Each cluster consists of consumers with similar needs and characteristics that lead them to consume and respond in a similar way to a particular product/service offering.
Applying CanaCode Lifestyle Clusters to the targeted flyer distribution, our partner GeoMedia has won two awards (1st place and 2nd place) for "Best Targeting & Distribution" at the Toronto Retail Flyer Symposium 2006.
Our application of CanaCode Lifestyle Clusters with Geographic Information System (GIS) to targeting marketing for an automobile manufacturer has won honourable mentions in the 2006 Map Gallery and Calender of ESRI Canada.
Benefits: CanaCode™ provides you an effective tool for lifestyle marketing:
- To identify consumers¡¯ needs and potential;
- To profile and differentiate consumers;
- To determine the best potential customers and products for cross/up-sell campaigns;
- To retain the best customers and increase the value of secondary and tertiary target lifestyle clusters;
- To acquire new customers by targeting clusters that match the profile of the proposed campaign or product;
- To estimate market potential.
| Key Attributes |
|
| Records |
742,865 |
| Variables |
3 |
| Currency |
2008 |
| Geography |
Six-digit postal code |
| Updates |
Annually |
| Coverage |
National |
Discriminators
- Designed for 6-digit postal codes;
- Condensed information from over 4,500 variables on consumer demographic, expenditure, behavior and lifestyle;
- Developed by internationally renowned data mining scientists;
- Nonlinear, nonparametric and structural coherent methods are used, including advanced dimension reduction techniques and precise optimization of cluster numbers;
- Verified, updated and refined on an ongoing basis via postal codes;
- Easily attachable to a customer database;
- Has high predictive power.
Manifold Methodologies
- Thorough preparation and understanding of the input data;
- Dynamic dimension reduction techniques;
- Adaptive cluster analysis;
- Natural selection of clusters;
- Iterative validation process.
Data Sources:
Statistics Canada*, Citizenship and Immigration Canada, Health Canada, Canada Postal Corporation, and Manifold proprietary databases.
*No confidential information about an individual, family, household, organization or business has been obtained from Statistics Canada. |
