Microbusiness owners are an important part of the American economy, though they operate small businesses with 5 or fewer employees. An Experian white paper analyzes data on microbusiness owners to develop profiles of common characteristics within industries. It identifies 7 distinct segments within the legal services industry and describes 2 segments in detail. The paper recommends tailoring marketing communications to these segments by understanding their values, triggers, and preferred communication channels like direct mail and email.
In 2016, JUST Capital surveyed nearly 4,000 Americans from all regions and walks of life, in its second annual Poll on Corporate America. Fully weighted to the U.S. Census, our annual survey was established in 2015 to give the American people a greater voice in the dialogue on business culture and understand what matters most to the public when it comes to corporate behavior. Since 2015, we’ve surveyed over 50,000 Americans to find out what they believe makes for a JUST company. Our study is one of the largest of its kind ever undertaken.
What Top-Tier Industries Are Telling Us About Building Relationships Through Social Media, Mobile Solutions, Big Data, Interactive Technology and Online Marketing.
In 2016, JUST Capital surveyed nearly 4,000 Americans from all regions and walks of life, in its second annual Poll on Corporate America. Fully weighted to the U.S. Census, our annual survey was established in 2015 to give the American people a greater voice in the dialogue on business culture and understand what matters most to the public when it comes to corporate behavior. Since 2015, we’ve surveyed over 50,000 Americans to find out what they believe makes for a JUST company. Our study is one of the largest of its kind ever undertaken.
What Top-Tier Industries Are Telling Us About Building Relationships Through Social Media, Mobile Solutions, Big Data, Interactive Technology and Online Marketing.
JUST Capital uses the power of the markets to drive positive change on the issues Americans care most about. We began in 2013 as a simple but bold idea: to evaluate and rank companies based on their corporate “JUSTness” and to bring that information to all interested parties, including investors, consumers and the corporate leaders themselves.
Over 2015-2016, JUST Capital surveyed 43,000 Americans to find out what they value in corporate behavior. That research was the first step in our effort to understand Americans’ collective definition of corporate JUSTness and, ultimately, how corporations perform against those values. So how do we translate the voices of Americans into a benchmark of corporate behavior? Below, we've released an interactive guide and complete version of our Methodology for your feedback. These documents discuss every step we have taken or plan to take to measure companies.
Scott Entrepreneur Express, October 14, 2010 PresentationSandy Ratliff
FREE workshop geared towards small business owners as well as those who are thinking about becoming entrepreneurs. Accessing resources is crucial for a small business to start or grow. But in these challenging economic times finding financing, new customers/markets and accessing help within state and federal government can be difficult.
The Virginia Department of Business Assistance has partnered with Scott County Economic Development, Scott County Chamber of Commerce, and Wachovia Bank to offer a workshop designed to provide insight into areas of business ownership that often go overlooked and help connect you to FREE resources available to small business.
If you have questions or require additional information, contact the Scott County Chamber of Commerce at 54276-386-2525.
Scott County is partnered with Sandy Ratliff with the Virginia Department of Business Assistance to conduct this workshop.
JUST Capital: Perceptions of Corporate America 2015JUST Capital
In 2015, JUST Capital conducted surveys of over 43,000 Americans to understand perceptions of JUSTness in corporate America. Among the series of surveys was a deep dive into how 20,000 Americans viewed corporate behavior overall and whether issues of corporate JUSTness would affect their life choices.
Across sub-groups, Americans tend to distrust corporations and are looking for a more JUST, balanced business culture to evolve. Based on this and other data, JUST Capital is building a research engine that measures how JUST the largest corporations are, based on the views of the American public.
American Muslim Market 2011: Business Landscape & Consumer Needs StudyDinarStandard
American Muslim Market 2011: Business Landscape & Consumer Needs Study is a first-of its kind grass-roots market landscape and consumer needs study.
Its provides fact-based insights to equip marketers with, a) the demand profile, satisfaction levels, and expectations of American Muslim consumers, and b) actionable resources and a framework for best engaging with this large, complex market.
If Texas was its own country it would sport the world’s 11th largest GDP—roughly the same as of Scandinavia for comparison’s sake—with a large chunk of that output coming annually from the state’s retail industry.
With new residents flocking to Texas in droves—especially to Houston, Dallas, Austin and San Antonio—the state topped all others in 2015 when it comes to retail development, with the local food industry showing especially strong growth from national restaurant giants like Five Guys and Chipotle.
Read more about why declining energy prices actually won’t have a major impact on the state’s economy going forward, how Texas maintains such a business-friendly climate for attracting retail and what you should expect to see retailwise in the state’s four biggest cities over the next couple years by downloading our 2016 Texas Retail Forecast.
JUST Capital uses the power of the markets to drive positive change on the issues Americans care most about. We began in 2013 as a simple but bold idea: to evaluate and rank companies based on their corporate “JUSTness” and to bring that information to all interested parties, including investors, consumers and the corporate leaders themselves.
Over 2015-2016, JUST Capital surveyed 43,000 Americans to find out what they value in corporate behavior. That research was the first step in our effort to understand Americans’ collective definition of corporate JUSTness and, ultimately, how corporations perform against those values. So how do we translate the voices of Americans into a benchmark of corporate behavior? Below, we've released an interactive guide and complete version of our Methodology for your feedback. These documents discuss every step we have taken or plan to take to measure companies.
Scott Entrepreneur Express, October 14, 2010 PresentationSandy Ratliff
FREE workshop geared towards small business owners as well as those who are thinking about becoming entrepreneurs. Accessing resources is crucial for a small business to start or grow. But in these challenging economic times finding financing, new customers/markets and accessing help within state and federal government can be difficult.
The Virginia Department of Business Assistance has partnered with Scott County Economic Development, Scott County Chamber of Commerce, and Wachovia Bank to offer a workshop designed to provide insight into areas of business ownership that often go overlooked and help connect you to FREE resources available to small business.
If you have questions or require additional information, contact the Scott County Chamber of Commerce at 54276-386-2525.
Scott County is partnered with Sandy Ratliff with the Virginia Department of Business Assistance to conduct this workshop.
JUST Capital: Perceptions of Corporate America 2015JUST Capital
In 2015, JUST Capital conducted surveys of over 43,000 Americans to understand perceptions of JUSTness in corporate America. Among the series of surveys was a deep dive into how 20,000 Americans viewed corporate behavior overall and whether issues of corporate JUSTness would affect their life choices.
Across sub-groups, Americans tend to distrust corporations and are looking for a more JUST, balanced business culture to evolve. Based on this and other data, JUST Capital is building a research engine that measures how JUST the largest corporations are, based on the views of the American public.
American Muslim Market 2011: Business Landscape & Consumer Needs StudyDinarStandard
American Muslim Market 2011: Business Landscape & Consumer Needs Study is a first-of its kind grass-roots market landscape and consumer needs study.
Its provides fact-based insights to equip marketers with, a) the demand profile, satisfaction levels, and expectations of American Muslim consumers, and b) actionable resources and a framework for best engaging with this large, complex market.
If Texas was its own country it would sport the world’s 11th largest GDP—roughly the same as of Scandinavia for comparison’s sake—with a large chunk of that output coming annually from the state’s retail industry.
With new residents flocking to Texas in droves—especially to Houston, Dallas, Austin and San Antonio—the state topped all others in 2015 when it comes to retail development, with the local food industry showing especially strong growth from national restaurant giants like Five Guys and Chipotle.
Read more about why declining energy prices actually won’t have a major impact on the state’s economy going forward, how Texas maintains such a business-friendly climate for attracting retail and what you should expect to see retailwise in the state’s four biggest cities over the next couple years by downloading our 2016 Texas Retail Forecast.
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Millennials have gotten more attention, but aging baby boomers represent a vast opportunity for marketers at consumer goods and other companies. Based largely on research by ReD Associates, our collaborative paper explores how you can effectively address boomers' changing roles, lifestyle shifts, major purchase patterns, and other behaviors and characteristics.
CHAPTER FIVEENVIRONMENTAL AND STRATEGIC ANALYSESI felt a great.docxspoonerneddy
CHAPTER FIVE
ENVIRONMENTAL AND STRATEGIC ANALYSES
I felt a great disturbance in the Force.
—Obi Wan Kenobi, Star Wars
You can't stop the waves, but you can learn to surf.
—Jon Kabat-Zinn, MD, founder of Mindfulness-Based Stress Reduction
Marketing without data is like driving with your eyes closed.
—Dan Zarrella, social media scientist
Thomson Corporation, in 1997, was a Toronto media company that owned 55 daily newspapers that were doing well.1 CEO Richard Harrington, however, observed several trends in the environment that caused him to move the firm away from newspapers. He anticipated the Internet was going to undercut classified advertising and cable television and the Internet were going to steal readers. Despite the fact that the company was profitable, he made the rather dramatic decision to divest newspapers and to move the firm into delivering information and services online to the law, education, healthcare, and finance industries. That decision allowed Thomson to thrive today while other newspaper-based firms are struggling. The decision was based on projecting and acting on environmental trends.
The focus in this chapter changes from the market to the environment surrounding the market. Being attentive to these broader environmental trends can have a make-or-break effect on companies. The rapid rise of the App Store and mobile technologies was critical to the entry success of 2009 startup WhatsApp and set the stage for it to gain 500 million active users by 2014, ultimately resulting in its acquisition by Facebook for $19 billion.2 On the other hand, a government regulation requiring new product labels can be the death knell for a small food company that must expend a large percentage of its profits to comply. External events can help or hurt companies of all sizes. The goal is to identify and evaluate trends and events that will affect strategy either. Getting in front of emerging trends also allows the firm to prepare strategies to defend itself against threats or, as Thomson did, to neutralize them.
This chapter begins by examining environmental analysis. This broad topic is also covered in other strategy and strategic planning courses. Therefore, the focus here will be on trends emerging from technology, culture, business, government, and the economy that have implications for the market. Given an understanding of trends, the firm can move into three types of analysis: (a) impact analysis, which will help assess the relative importance of threats facing the firm; (b) scenario analysis, which will help the firm assess the meaning and impact of different environmental events; and (c) SWOT analysis, which compares environmental threats and opportunities with firm strengths and weaknesses to derive strategic actions.
ENVIRONMENTAL ANALYSIS
Environmental analysis is by definition very broad and casts a wide net to catch different stakeholders and trends that may have implications for the firm. As a practical matter, the analysis r.
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Consumer Confidence From the Consumer's POV Feb-April 2014iModerate
Every four weeks the media erupts with headlines trumpeting the latest Consumer Confidence numbers. And while we love a good statistic as much as the next person, we kept asking ourselves the same questions: what does that number really say about the economy? At the end of the day, what does it mean in terms of how real people act in real life?
To satisfy our curiosity and give our longitudinal qualitative approach a proper test drive, we spent the past 3 months striving to uncover the heartbeat that lurks behind Consumer Confidence. And we will spend future months doing so as well. We’re developing a barometer for why people feel the way they do about the economy, their personal finances and their future, so that we can read between the numbers to understand the consumer on a deeper, more intimate level than what the data and percentages have to say.
This LinkedIn & Ipsos study provides actionable insights on:
• How Affluent Millennials are dramatically reshaping the future of the finance industry.
• How Affluent Millennials are preparing for tomorrow.
• What Affluent Millennials are looking for in a financial services provider and why it’s important to begin strengthening relationships with them today.
Introducing our 2015 FMCG trend report. We have looked at all the recent global and local trends on the FMCG category across the Consumer and Food Services industry. Enjoy!
According to analysis, The world’s richest 1% are on course to control as much as two-thirds of the world’s wealth by 2030.
Since 2008 financial crash, the wealth of the richest 1% has been growing at an average of 6% a year – much faster than the 3% growth in wealth of the remaining 99% of the world’s population.
the book "The Next Millionaires" by famous world-renowned American economist, multi-millionaire entrepreneur, New York Times best-selling author, and social entrepreneur "Paul Zane Pilzer" states that how emerging industries of wellness creating next generation of wealth.
He states:- "Rising unemployment with increasing GDP, often due to technology, is the first sign of economic growth. The key is getting the unemployed re-tooled in our new economy so we can enjoy both their new output and the output of their former job".
Paul also stated that "The best opportunities are not to go work for some big company, but to go into business for yourself as an entrepreneur".
1. Connect with the microbusiness owner
The “grit” of the American economy
An Experian white paper
2.
3. Connect with the microbusiness owner
An Experian white paper | Page 1
There are approximately 27.5 million businesses in the United States. The latest
available census data shows that there were 5.9 million firms with employees and
21.4 million without employees. These statistics align with Experian’s data and
research that affirms that most businesses are “microbusinesses” and that there
are millions of them out there.
Although microbusinesses are the smallest types of businesses (typically five
or fewer employees), they continue to be a vital part of the American economic
landscape.1
In fact, The Association of Enterprise Opportunities (AEO) maintains:
“In the United States, a microenterprise is usually defined as a business with five
or fewer employees, with more than 24 million microenterprises in the U.S. One
out of six U.S. private-sector employees works for a microenterprise. Historically,
microenterprises have been considered the backbone of the U.S.”
2008 census statistics, small business
6,145,500
23,131,300 Non employer firms
Employer firms
Source: U.S. Small Business Administration Office of Advocacy
The Office of Advocacy funded data and research showing that small businesses
represent 99.7 percent of all firms,2
they create more than half of the private
nonfarm gross domestic product, and they generate 60 percent to 80 percent of
the net new jobs.
These microbusiness owners are the grit of the American economy
Microbusiness owners are driving the American economy, and marketers are
realizing that this segment has become the most valuable and sought-after group
in the American market.
The findings affirm the necessity to wholly discern the “microbusiness owner”
from both a professional and a personal assessment.
This white paper aims to explore the vital views that are necessary to capture
the attention of these revered microbusiness owners and the proven business-
to-business behavioral approach when marketing to this highly sought-after and
regarded segment.
1
The Association of Enterprise Opportunities (AEO), http://www.aeoworks.org/index.php
2
Office of Advocacy estimates based on data from the U.S. Dept. of Commerce, Census Bureau, and trends from
the U.S. Dept. of Labor, Bureau of Labor Statistics, Business Employment Dynamics
4. Connect with the microbusiness owner
Page 2 | Connect with the microbusiness owner: the “grit” of the American economy
Unprecedented transformations
Microbusiness owners have endured the same challenges and trends as all
Americans have over the past five years, yet this time period has had an austere
impact on this revered group’s professional and personal lives. The combination
of drastically changing economic times, enhanced technology usage, a housing
market crash and a digital revolution has changed how consumers behave, share
and relate on every level. That stated, understanding these microbusiness owners
in this evolving environment is a crucial task for marketers.
Merely knowing the rudimentary firmographics of this group is no longer
sufficient. In today’s ever-changing environment, it is imperative to have an
all-encompassing understanding of not only the microbusiness, but also the
business owner making decisions for that business.
Simply put, it is critical to have a complete view of that microbusiness owner’s
decisioning process, personal life stage, household composition and mindset.
Marketers are challenged not only to acquire new microbusinesses, but also
to retain and maximize current relationships. To be successful, they must
know how to reach and influence microbusiness owners in today’s radically
changing environment.
This compels marketers to be able to communicate effectively, making sure they
are soliciting the right type of offer, through the right channel and at the right time.
Deep dive into the microbusiness owners
To gain this type of knowledge requires a true business-to-business
behavioral offering. Though many in the industry try a “Scotch tape”
approach, only Experian® has the data assets and proprietary tools to
truly provide the motivations and triggers of a consumer and link them to
that microbusiness owner.
5. Connect with the microbusiness owner
An Experian white paper | Page 3
For this exercise, Experian’s first observations were to systematically review
the microbusiness as a whole. What was discerned was that en masse, these
businesses had fewer than six employees and a sales volume of $500,000
to $1,000,000. The industries extend from professional services to general
contractors. When examining them from a personal standpoint, again, when
appraised as a group, the following broad group profiles were discovered:
• Wealthiest households, prosperous, family-focused, global travelers, socially
active, financial investments, influential, brand-conscious, sports activities,
digitally savvy
• Baby boomers, upscale, experienced travelers, sports enthusiasts,
physical fitness, financially responsible, accountable, brand-aware, loyal,
diverse households
• Upper middle-class, baby boomers, cultured, stable, smart shoppers, fitness-
minded, comfortable lifestyles, price-aware, Internet utilitarian’s, social activities
When communicating with these broad groups within the microbusiness
owner segment, it is important to focus on quality and service aspects. They
value customer service relationships, and trust is a key characteristic. They are
committed to quality relationships.
Additionally, when viewed as a group, these microbusiness owners prefer
traditional direct mail as a way for marketers to reach them.
Microbusiness owners are as assorted as the industries in which they work. The
second phase of the project was to extend the research to a more refined level,
examining these microbusiness owners by industry.
This next level of analysis illustrated that even in the same industry, the results
confirmed significant variations in the distribution of types of consumers who
owned them.
6. Connect with the microbusiness owner
Page 4 | Connect with the microbusiness owner: the “grit” of the American economy
For the purpose of illustration, let’s examine Legal Services Standard Industry
Code (SIC) 8111. When viewing these microbusinesses from the traditional
firmographic perspective, the majority, 91 percent of these small businesses, from
Experian’s Business Owner Link file, fall within the same employment size of fewer
than two employees and have a sales volume of around $500,000 per year. Yet that
is where the similarities end.
Within this one industry code, Legal Services, there are seven distinct, different
segments confirmed from this analysis. Let’s take a deeper dive into two of these
distinct segments.
Segment 1
This is a segment of upscale boomer-aged couples living in a city and in close-
in suburbs. These microbusiness owners are the vanguard of the baby-boom
generation. These consumers are now empty-nesting couples between 50 and 65
years old who are finally enjoying the kick-back-and-relax stage of their lives. They
are mostly married couples, and more than 80 percent of them have no children at
home. Virtually all own older single-family homes in established neighborhoods.
Scattered throughout the nation, they are found in both large metros and midsize
cities. One sign of their stability is the high percentages that have lived at the same
address for more than 15 years.
They enjoy active leisure lives. They like to exercise at fitness clubs and do
nonaerobic sports such as golf, yoga and sailing. They have a cultured streak and
enjoy going to plays, museums and antique shows. They also have enough time
and money to travel frequently, both domestically and internationally. With their
parenting years behind them, these couples relish the opportunity to take cruises,
go to casinos and frequent gourmet restaurants.
As shoppers, they are both brand- and bargain-sensitive. They patronize all kinds
of brick-and-mortar stores, from high-end retailers to discount clubs, and also
buy products through catalogs, direct mail and the Internet. Although they buy
luxury cars, they’re not known as early adopters when it comes to consumer
electronics, nor are they fashion-forward. Now approaching retirement age, they’re
increasingly health-conscious and look for high-fiber foods while avoiding the fast
food their kids grew up on. When they shop, they take along coupons clipped from
newspapers or downloaded from the Internet.
They tend to have eclectic media tastes. They’re print fans who read daily
newspapers from cover to cover and subscribe to magazines that specialize in
business, news and travel. They go online often to track down news, book travel
and research medical subjects.
7. Connect with the microbusiness owner
An Experian white paper | Page 5
Although they dislike commercials, they like watching television news, medical
dramas, crime procedurals and sitcoms. They still maintain their love of music,
though these one-time rock ‘n’ rollers now listen to jazz, classical and easy-
listening music.
No longer the radicals of their youth, they appear to have become their
conformist parents. They describe their politics as conservative and align
themselves with the Republican Party. They’re more liberal regarding
environmental issues, however, and worry about pollution. Green products
and hybrid cars are popular in this segment.
The evolution of the countercultural generation evident in them reflects an
economic system that has rewarded these members handsomely. Thanks to their
high incomes, they’ve accumulated large portfolios of investments to fund their
retirement. With homes they’ve owned for many years, they’re creditworthy risks
for home-equity loans, insurance and lines of credit. They carry multiple credit
cards and pay off their balances each month — charge card-carrying members of
the system they once railed against.
It is imperative to communicate in a way that will resonate with this segment. To
do this, make sure to communicate the strength, pride and quality of your brand.
Relationships and customer service are important, and face-to-face contact is a
real plus. Promote quality and service aspects and reward them with a trial offer to
help establish confidence in your products and services.
Remember these consumers are level-headed, elite financial consumers who
remain well-informed and easily identify providers for their financial needs. They
are also keen rate shoppers and understand that sound judgment and informed
risk-taking will secure them the good life.
Their preferred channels of communication are direct mail and email.
8. Connect with the microbusiness owner
Page 6 | Connect with the microbusiness owner: the “grit” of the American economy
Segment 2
This younger segment is considered up-and-coming singles living big-city
lifestyles within the top Core Based Statistical Area. This segment is a collection
of unmarried singles living in the funky neighborhoods of the nation’s big cities.
Found in iconic neighborhoods like Greenwich Village in New York City and
Haight-Ashbury in San Francisco, these city dwellers thrive in settings known for
their cafés, nightclubs and arts. Most are college-educated, in their 20s and 30s,
and living in rental apartments filled with other young transients. They care less
about their residences’ location “status” and more that their locations are near to
great ethnic restaurants, chi-chi boutiques, hot music clubs and other unattached
singles attracted to this urban meet market.
They like to be on the cutting edge of culture and enjoy the energy that only city
life can bring. They head out to plays, movies and concerts. They like to read books
and take continuing education courses. To keep looking their best, they devote
hours each week to keeping fit. They’re not just denizens of local health clubs;
they also like to escape the stress of their jobs by challenging themselves to rock
climbing and scuba diving. During the week, they’ll show up for drinks or dinner
toting a gym bag and a briefcase.
They are liberal in their outlook. They vote Democratic and proudly support a
left-wing agenda. Many do not attend church services every week. Despite their
decent incomes and liberal tendencies, they don’t appear to be fashion-forward
shoppers. True, they prefer local boutiques to the national chains, and they’re not
likely to drive an hour to an outlet mall, but that’s because most don’t own a car
and instead take public transportation. Those who do own cars tend to drive small
sedans and sports cars not suitable for hauling palettes of goods from warehouse
clubs. Despite living in some of the nation’s most expensive cities, they still like
to keep within a budget. Many are financially savvy and have set aside cash for
their IRAs and 401(k)s. These young households have already acquired a variety of
investments in stocks, bonds, mutual funds and CDs.
Living in typically cramped apartments, these urban hipsters like to go out, and
that makes for a relatively weak media audience. They’re not big television fans,
except for a favorite sitcom, an old movie or an inflammatory documentary. Many
are into the music scene, and have an affinity towards modern rock and jazz radio
stations. While they read a lot of books, they rarely subscribe to newspapers or
most magazines.
Most have adopted the Internet as their main source for news and entertainment.
Today, the Internet is often the first media channel they visit in the morning and the
last one they use at night. They go online to watch videos, shop, telecommute and
visit dating sites. One of their favorite pastimes is finding new Websites.
When communicating with this segment, it is important to highlight if your offer is
new or cutting-edge. Launching new products and services catches their attention.
9. Connect with the microbusiness owner
An Experian white paper | Page 7
Reward them and compliment early adopters for being the first to take advantage.
This will help your communications pique their interest. Showcase cutting-edge
technology and premium high-value offers. Progressive, financially savvy and
energetic risk takers, these consumers respond to your best financial offers.
Highly informed and confident in their reasoning and opinions, these proactive
researchers move quickly in their financial decisions.
The channels they feel are most effective to extend
communications are direct mail and then email.
Implement a winning strategy
Prepared with categorical, effective insight, marketers can positively influence
these priceless microbusiness owners with the right offer in the right channel,
and with communications that will resonate with them. These offers can be
sent to their places of business or to their homes, providing the opportunity for
a multichannel marketing strategy. This approach will enable marketers to
reach these decision makers in multiple locations, where they can truly capture
their attention.
10. Connect with the microbusiness owner
Page 8 | Connect with the microbusiness owner: the “grit” of the American economy
Conclusion
More than ever within today’s challenging environment, it is imperative to
effectively reach profitable prospects. Yet perhaps even more crucial is to retain
existing valuable microbusiness owners, who are the grit of the American
economy. To positively affect the bottom line, marketers must be able to
make their offers stand out from the rest. The only way to truly motivate these
microbusiness owners is to understand what they value and the triggers that will
influence their decisioning process.
To define what the Microbusiness owner’s trigger and behaviors are
necessitates the need for a true behavioral solution. To gain that precise
intelligence, and be able to accurately link these microbusiness owners to their
consumer information requires an expertise that only Experian is able to offer,
from inception to implementation.
Find out more
To learn more about this business-to-business behavioral solution, contact your
Experian Marketing sales executive or call 1 888 776 2895 to request
more information
About the author
Kelly Jo Crantas is a Solutions Expert for Experian Marketing Services. With
more than 30 years’ experience in direct marketing and data management, she
is responsible for helping clients understand Experian’s unique data assets and
proprietary solutions, as well as how to successfully implement them into clients’
direct-marketing strategies.
Business Owner Link
Business Owner Link from Experian links small-business owners to their home
addresses. Only Experian can provide this powerful marketing link between small
businesses and their owners through our proprietary linkage technology.
Business Owner Link — Corporate File uses the same linkage technology
as Business Owner Link, but it links the small businesses that are set up as
corporations, limited liability companies and limited liability partnerships to the
principals’ home addresses.
Business Owner Link — Corporate File can be used to identify small-
business owners whom business-to-business marketers already may have
as consumer customers.
11. Connect with the microbusiness owner
An Experian white paper | Page 9
Mosaic®
Mosaic®
USA is a household-based consumer lifestyle segmentation system
that classifies all U.S. households and neighborhoods into 71 unique segments
and 19 overarching groups, providing a 360-degree view of consumers’ choices,
preferences and habits.
The new Mosaic®
system is the first segmentation tool built in the U.S. market
in the past five to 10 years and reflects critical new data presented in the 2010
census. This groundbreaking classification system paints a rich picture of U.S.
consumers and their sociodemographics, lifestyles, behaviors and culture,
providing marketers with the most accurate and comprehensive view of their
customers, prospects and markets.
Mosaic®
offers a common customer language to define, describe and engage
target audiences through accurate segment definitions that enable more strategic
and sophisticated conversations with consumers. Using Mosaic USA lifestyle
segmentation, marketers can anticipate the behavior, attitudes and preferences of
their best customers and reach them in the most effective traditional and digital
channels with the best messages.
TrueTouchSM
Touch-points
Touch-points are customer-centric behavioral message themes that stimulate
transactions. These themes help marketers comprehend how to communicate
and motivate consumer response through messages that resonate, optimizing
consumers’ attention.
TrueTouchSM
channel optimization
Through channel optimization, marketers are able to identify where consumers are
most receptive to receiving an offer — what channel(s) to communicate through
to these customers. These indicators assist with strategic or tactical channel
management. They were designed and constructed from research on consumers’
level of receptiveness to being contacted by direct- and mass-advertising
channels. Consumers are scored on all channel types.