DENVER, July 25 /PRNewswire/ -- Strengthening its May 2001 agreement with
Cohorts(R), Simmons Market Research Bureau will now provide the Cohorts
household-based market segmentation system in its National Consumer Survey
(NCS) for all existing and new clients.
The combination of Cohorts' consumer knowledge with the rich multimedia
marketing information from Simmons enables clients to identify and understand
their key consumer segments in greater depth. This understanding allows users
to develop relevant positioning, messaging and offers across the entire media
Cohorts analysis describes customers in terms of demographics, lifestyles,
and their interactions, including what they buy, how much they spend and
preferred channels of purchase.
"Integrating Cohorts with our extensive consumer behavior database gives
Simmons' clients the ability to better understand key customer segments and to
leverage this understanding into highly targeted and effective marketing
campaigns," said Chris Wilson, president of Simmons Market Research Bureau.
Such marketing programs can be coordinated across media, direct mail and
Internet-based initiatives, creating branding and sales efforts that get the
right message to the right household in the right marketing channels.
"With Cohort segment codes added to their customer databases, marketers
can create versioned, highly relevant messages and offers for cross-selling
and up-selling existing customers, as well as reactivating lapsed customers,"
said Scott Schroeder, chief operating officer of Cohorts. "We've seen
increases in response rates from 20 percent to 300 percent as a result of
Founded in 1961, Simmons Market Research Bureau is America's leading
provider of consumer-centric product purchase, demographic, qualitative and
national media usage information. Simmons reports include the National
Consumer Study of over 20,000 Adults 18+ and the National Kids and Teens
Studies, each based on samples of approximately 3,500 individuals. Simmons'
National Hispanic Study of over 10,000 Hispanic Adults 18+ is the most widely
used Hispanic consumer study of its kind. Each of these reports provides
individual and household information on over 7,000 brands and lifestyle
statements in more than 460 data categories. Simmons' proprietary
segmentation systems provide a unique and powerful capability to segment
consumers by sports avidity, shopping frequency/volume, price preferences,
entertainment consumption, media usage and a myriad of other descriptors.
Cohorts helps clients get the right message to the right household. By
segmenting consumers at the household level, Cohorts improves the
effectiveness and ROI of data-based marketing initiatives and strategies,
accomplished through the humanizing of demographic, lifestyle and consumer
behavior data. Cohorts enables companies to understand the distinct types of
consumers they serve, identify multi-channel marketing opportunities, create
customized communications and marketing programs, and craft actionable market
research -- making Cohorts a totally integrated marketing tool.
About the Company
Experienced in database marketing applications, market research and
database development, the Cohorts staff works with leading customer-focused
companies like AT&T Broadband, The Bombay Company, Meredith Corporation,
Marriott Vacation Club International, Cendant, Cablevision, Proflowers.com and
Current, Inc. The company specializes in a variety of industries, including
retail, financial services, insurance, hospitality and telecommunications.
Cohorts is a registered trademark of Looking Glass, Inc.
For more information, visit www.cohorts.com or contact Sandy McCray at
Cohorts, 1624 Market St., Suite 311, Denver, CO 80202; (303) 893-8600; fax
(303) 893-8611; or firstname.lastname@example.org.
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