Simmons SCORtm Provides Advertisers and Agencies with More Powerful Direct Marketing Lists
SCOR™ Combines the Consumer Knowledge of Simmons with the Resources of Experian
FORT LAUDERDALE, Fla. – August 4, 2005 - Simmons, the most respected authority on the behavior of the American consumer, today announced it has launched SCOR™ (Simmons Consumer Opportunity Rating). SCOR™ merges thousands of consumer products and behaviors measured by Simmons in over 200 U.S. markets with Experian’s extensive direct marketing database. Advertisers and agencies use these lists to accurately pinpoint a product’s most likely customers.
“SCOR provides an end-to-end solution for targeting consumers at the local market level,” said Mark Fauntleroy, product manager for Simmons Market Research. “SCOR allows advertisers to profile and analyze consumer behaviors down to the ZIP codes in a market, identify specific local geographies to target, and then access an Experian list of consumers in those geographies with the highest propensity to match the target profile.”
Advertisers and direct marketers are continuously working to get their messages in front of the “right” consumers. Great effort is expended on targeting consumers that will provide the most lift for the advertiser’s campaign. With SCOR™, the advertiser is able to identify Experian consumer prospects that have a propensity for any of the consumer variables measured by Simmons, including: demographics, media usage, shopping behaviors, brand usage and preference, product usage, lifestyles, and even attitudes or opinions.
Here is an example of how SCOR™ works:
?????? Say an advertising agency with a Denver-based, European auto dealership client wants to target only those households in that local market most likely to purchase or lease a luxury European car in the next 12 months.?
?????? The ad agency uses consumer information in SimmonsLOCAL to build a behavioral and demographic profile of the target consumer and maps that profile across all ZIP codes in the market.?
?????? Using SCOR™, a list of households in chosen ZIP codes is acquired from the Experian InSource database and a propensity rating for matching the agency’s behavioral profile is assigned to each household.?
?????? The best scoring households, those with the highest propensity, are then provided to the agency as a direct marketing list.
“SCOR allows advertisers to move past using demographic cluster solutions with limited application and into the future where every consumer receives a personalized SCOR™ based on behavioral profiles in addition to demographics,” notes Dr. David Algranati, chief architect of the SCOR™ solution and senior statistician with Simmons Market research.
For more information, please contact Mark Fauntleroy at (954) 427-4104, ext. 160 or
. Also, visit us at http://www.smrb.com/
Simmons Market Research Bureau
Simmons, an Experian Company, has been a leading chronicler of the American consumer for over 50 years. From the products that all Americans buy and the brands we prefer, to our Internet shopping behaviors, attitudes, lifestyles and media that we use.? Simmons measures over 30,000 American consumers each year using statistically projectable samples. Simmons' samples include the largest representation of all Americans, including, Hispanic, African American, Asian and other consumers and are used by over 500 clients worldwide to provide the most complete picture available on America's consumers. We welcome you ... to the world of the American Consumer ... through the eyes of the authority in the business... Simmons, an Experian Company.