(800) 234-5973

claritas.com

P$YCLE NE
Linking Tactics to Marketing Strategy

Improving a direct response model your customer and proprietary research databases
Even the strongest advocates of household-level using P$YCLE NE targets. Link these data sources
data find that P$YCLE NE still creeps into their to other market measures about the competition,
multivariate models. In fact, the nation’s most the product segment or the market as a whole.
progressive and knowledgeable direct marketing
companies use P$YCLE NE as an enhancement, Integrating media with a
fill-in or even a replacement for inferred household- direct marketing strategy
level data such as income in their CHAID, regression Integrating a direct mail program with a media
and LOGIT models. Including P$YCLE NE in a campaign can increase consumer awareness and
custom model also affords marketers the external produce a significant lift in your direct response
links, such as ground counts and behavioral results. P$YCLE NE is often used to determine the
profiles, that make segmentation powerful. preferred TV, cable and radio shows of your target
audience, including the times of the day they are
Cost-effective modeling most likely tuned in. Use P$YCLE NE in your direct
P$YCLE NE is predictive and more cost-effective mail effort to reach the same audience targeted in
than household or individual market data, and it is your media campaigns—integrated marketing is
very effective in adding a descriptive dimension to the best way to cut-through the near-constant
regression-scoring models. For example, you can barrage of market messaging that too often leads
profile the top decile scores to better understand to consumer burn-out.
the lifestyles of your top prospects and determine
if they match your marketing objective. Suppression Tailoring offers and creative
content to segment needs
of certain segments in the top deciles and addition
P$YCLE NE allows you to better understand what
of on-target segments from the lower deciles may
your customers’ interests are, what they like to do,
yield you a better “strategic-fit” for your mailing list.
what they buy and more. Using this information,
your offers and design elements can be tailored to
Integrated media
be most attractive to the target audience. This type of
Organizing your databases application can also be used to create telemarketing
P$YCLE NE is an invaluable tool for integrating scripts that provide a more customized sales pitch
and organizing your marketing databases. Interpret to fit the needs of your prospects.

Begin understanding your best customers and prospects with P$YCLE NE segmentation.
Call (800) 234-5973 for more information or visit claritas.com.
FS_COL_3033_1106
©2006 Claritas Inc. All rights reserved. P$YCLE is a trademark of Claritas Inc.
 Strategic planning to assemble kits specific to each type of branch
that guides the branch staff in directing consumer
Customizing service representative responses business. All of these activities can be linked to

P$YCLE
The best time to make an offer to a customer is when
they contact you. P$YCLE NE allows you to better
determine the right cross-sell or up-sell message
NE for each customer who calls your customer service
center. As your service representative enters the
customer’s address (or calls up their account), the
P$YCLE NE segment can be retrieved along with a list
your overall marketing strategy using P$YCLE NE.
Planning real estate changes
P$YCLE NE is a significant resource for estimating
market potential, ranking branch sites and evaluating
markets for expansion. Linking information about
each of your customers and prospects is crucial to

P$YCLE
Linking tactics to marketing strategy
Your entire organization depends on you to
select the best targets and maximize results.
Targeting your marketing strategy to deliver the
right products to the right people through the
right channels at the right time—all the time—is
the magic formula for success. Your best approach
Finding common ties across lists
Large-scale marketers often use a wide variety
of compiled and behavioral lists. While behavioral
lists often yield higher responses, compiled lists
are often necessary for achieving the budgeted
number of out-bound names. Using P$YCLE NE
to analyze the commonalities of responders can
of products or responses tailored to their segment.
This real-time process increases your customer’s
satisfaction by minimizing the amount of time
necessary for the transaction, while maximizing the
likelihood of offering a desirable product or message.
Don’t have the resources to take on this kind of
process? Claritas Link Partner Network includes
companies that can create the versions for you.
effective site planning and channel management, and
it also provides a means to quickly “introduce” a new
location to prospective customers via direct mail.
Measurement
Focusing on high-value customers
Responsive customers aren’t always profitable

customers’ behaviors.

P$YCLE—The New Evolution (P$YCLE® NE) gives

P$YCLE
is to tailor your marketing strategy to match your
you an easy way to identify, understand and target
your customers and prospects. With P$YCLE NE,
you can profile and locate your best customers,
boost your direct response rates, increase your
market penetration and more—based on the
needs of the specific application. For example,
an expensive promotional piece may benefit from
the greatest household precision possible, while
a postcard campaign for a specific branch might
be more cost-effective using a ZIP+4 saturation
technique. A powerful tool for direct marketing,
P$YCLE NE can increase the effectiveness of your
programs when used for any of the applications
described below:
Direct marketing and strategy
Testing and evaluating lists
P$YCLE NE profiles for media preference can be
used as a blueprint for selecting the best behavioral
mailing lists to test. For example, if your target
includes our “Family Fortunes” segment, you should
consider testing the subscriber lists for both Wine
Spectator and The Wall Street Journal since this
segment shows heavy readership indices for both.
effectively turn your compiled list selection into
a more behaviorally- or lifestyle-focused list of
targets for your marketing strategy.
Targeting an in-house customer file
Many companies typically retain customers’ names
and addresses, and sometimes purchase household
data overlays. P$YCLE NE can prove to be more
cost-effective information added to your in-house
database. This is particularly true when a company
has smaller files (under 2 million records) or more
dynamic files— P$YCLE NE ZIP+6 directory file
allows you to control the appending process without
having to submit files to a third-party processor.
Selecting from affinity group lists
Direct marketers who utilize affinity lists (such
as alumni groups or fraternal organizations) as
the source of their prospects use P$YCLE NE to
economically select the best names. The segment
assignments can be applied across dozens of
incoming lists giving you a common means of
determining your marketing strategy for the best
targets within each list.
Scoring customer inquiries for response
Companies that generate high volumes of incoming
customer inquiries need a system for prioritizing
customers—your customers who are the most
likely to respond might also be the least likely to
pay, to spend very little, or to discontinue service
(churn) after a short time. It is critical to relate
their response times and communications. P$YCLE NE customer account activation, purchasing patterns,
can be utilized to score each of your in-bound phone and payment and retention information to the
calls or other requests to select the most efficient targeting process. P$YCLE NE provides a consistent
follow-up procedure. For example, the standard framework to measure these components of value
response might be a form letter, but high potential across your customer and prospect base so you can
inquiries may be better served via a follow-up use the results for selecting the best prospects to
phone call or glossy, full-color brochure. respond appropriately.
Limiting records to which
household data is appended
Rather than appending household-level data to
an entire customer file, you may find it more cost
effective to first append P$YCLE NE codes. Then,
based on the P$YCLE NE code, household-level
information can be appended only to the most viable
records. In this way, the expense of appending
household-level information is incurred only for
the most profitable segments.
Prioritizing trade areas for programs
Financial marketers increasingly use a direct
marketing strategy to draw customers to their
branches and other retail locations. P$YCLE NE
is useful in identifying the best trade areas for
promotions, choosing the best households to
contact in these areas and determining which
segments are willing to travel the greatest distance
to your location. P$YCLE NE also allows marketers
 Strategic planning to assemble kits specific to each type of branch
that guides the branch staff in directing consumer
Customizing service representative responses business. All of these activities can be linked to

P$YCLE
The best time to make an offer to a customer is when
they contact you. P$YCLE NE allows you to better
determine the right cross-sell or up-sell message
NE for each customer who calls your customer service
center. As your service representative enters the
customer’s address (or calls up their account), the
P$YCLE NE segment can be retrieved along with a list
your overall marketing strategy using P$YCLE NE.
Planning real estate changes
P$YCLE NE is a significant resource for estimating
market potential, ranking branch sites and evaluating
markets for expansion. Linking information about
each of your customers and prospects is crucial to

P$YCLE
Linking tactics to marketing strategy
Your entire organization depends on you to
select the best targets and maximize results.
Targeting your marketing strategy to deliver the
right products to the right people through the
right channels at the right time—all the time—is
the magic formula for success. Your best approach
Finding common ties across lists
Large-scale marketers often use a wide variety
of compiled and behavioral lists. While behavioral
lists often yield higher responses, compiled lists
are often necessary for achieving the budgeted
number of out-bound names. Using P$YCLE NE
to analyze the commonalities of responders can
of products or responses tailored to their segment.
This real-time process increases your customer’s
satisfaction by minimizing the amount of time
necessary for the transaction, while maximizing the
likelihood of offering a desirable product or message.
Don’t have the resources to take on this kind of
process? Claritas Link Partner Network includes
companies that can create the versions for you.
effective site planning and channel management, and
it also provides a means to quickly “introduce” a new
location to prospective customers via direct mail.
Measurement
Focusing on high-value customers
Responsive customers aren’t always profitable

customers’ behaviors.

P$YCLE—The New Evolution (P$YCLE® NE) gives

P$YCLE
is to tailor your marketing strategy to match your
you an easy way to identify, understand and target
your customers and prospects. With P$YCLE NE,
you can profile and locate your best customers,
boost your direct response rates, increase your
market penetration and more—based on the
needs of the specific application. For example,
an expensive promotional piece may benefit from
the greatest household precision possible, while
a postcard campaign for a specific branch might
be more cost-effective using a ZIP+4 saturation
technique. A powerful tool for direct marketing,
P$YCLE NE can increase the effectiveness of your
programs when used for any of the applications
described below:
Direct marketing and strategy
Testing and evaluating lists
P$YCLE NE profiles for media preference can be
used as a blueprint for selecting the best behavioral
mailing lists to test. For example, if your target
includes our “Family Fortunes” segment, you should
consider testing the subscriber lists for both Wine
Spectator and The Wall Street Journal since this
segment shows heavy readership indices for both.
effectively turn your compiled list selection into
a more behaviorally- or lifestyle-focused list of
targets for your marketing strategy.
Targeting an in-house customer file
Many companies typically retain customers’ names
and addresses, and sometimes purchase household
data overlays. P$YCLE NE can prove to be more
cost-effective information added to your in-house
database. This is particularly true when a company
has smaller files (under 2 million records) or more
dynamic files— P$YCLE NE ZIP+6 directory file
allows you to control the appending process without
having to submit files to a third-party processor.
Selecting from affinity group lists
Direct marketers who utilize affinity lists (such
as alumni groups or fraternal organizations) as
the source of their prospects use P$YCLE NE to
economically select the best names. The segment
assignments can be applied across dozens of
incoming lists giving you a common means of
determining your marketing strategy for the best
targets within each list.
Scoring customer inquiries for response
Companies that generate high volumes of incoming
customer inquiries need a system for prioritizing
customers—your customers who are the most
likely to respond might also be the least likely to
pay, to spend very little, or to discontinue service
(churn) after a short time. It is critical to relate
their response times and communications. P$YCLE NE customer account activation, purchasing patterns,
can be utilized to score each of your in-bound phone and payment and retention information to the
calls or other requests to select the most efficient targeting process. P$YCLE NE provides a consistent
follow-up procedure. For example, the standard framework to measure these components of value
response might be a form letter, but high potential across your customer and prospect base so you can
inquiries may be better served via a follow-up use the results for selecting the best prospects to
phone call or glossy, full-color brochure. respond appropriately.
Limiting records to which
household data is appended
Rather than appending household-level data to
an entire customer file, you may find it more cost
effective to first append P$YCLE NE codes. Then,
based on the P$YCLE NE code, household-level
information can be appended only to the most viable
records. In this way, the expense of appending
household-level information is incurred only for
the most profitable segments.
Prioritizing trade areas for programs
Financial marketers increasingly use a direct
marketing strategy to draw customers to their
branches and other retail locations. P$YCLE NE
is useful in identifying the best trade areas for
promotions, choosing the best households to
contact in these areas and determining which
segments are willing to travel the greatest distance
to your location. P$YCLE NE also allows marketers
 (800) 234-5973
claritas.com

P$YCLE NE
Linking Tactics to Marketing Strategy

Improving a direct response model your customer and proprietary research databases
Even the strongest advocates of household-level using P$YCLE NE targets. Link these data sources
data find that P$YCLE NE still creeps into their to other market measures about the competition,
multivariate models. In fact, the nation’s most the product segment or the market as a whole.
progressive and knowledgeable direct marketing
companies use P$YCLE NE as an enhancement, Integrating media with a
fill-in or even a replacement for inferred household- direct marketing strategy
level data such as income in their CHAID, regression Integrating a direct mail program with a media
and LOGIT models. Including P$YCLE NE in a campaign can increase consumer awareness and
custom model also affords marketers the external produce a significant lift in your direct response
links, such as ground counts and behavioral results. P$YCLE NE is often used to determine the
profiles, that make segmentation powerful. preferred TV, cable and radio shows of your target
audience, including the times of the day they are
Cost-effective modeling most likely tuned in. Use P$YCLE NE in your direct
P$YCLE NE is predictive and more cost-effective mail effort to reach the same audience targeted in
than household or individual market data, and it is your media campaigns—integrated marketing is
very effective in adding a descriptive dimension to the best way to cut-through the near-constant
regression-scoring models. For example, you can barrage of market messaging that too often leads
profile the top decile scores to better understand to consumer burn-out.
the lifestyles of your top prospects and determine
if they match your marketing objective. Suppression Tailoring offers and creative
content to segment needs
of certain segments in the top deciles and addition
P$YCLE NE allows you to better understand what
of on-target segments from the lower deciles may
your customers’ interests are, what they like to do,
yield you a better “strategic-fit” for your mailing list.
what they buy and more. Using this information,
your offers and design elements can be tailored to
Integrated media
be most attractive to the target audience. This type of
Organizing your databases application can also be used to create telemarketing
P$YCLE NE is an invaluable tool for integrating scripts that provide a more customized sales pitch
and organizing your marketing databases. Interpret to fit the needs of your prospects.

Begin understanding your best customers and prospects with P$YCLE NE segmentation.
Call (800) 234-5973 for more information or visit claritas.com.
FS_COL_3033_1106
©2006 Claritas Inc. All rights reserved. P$YCLE is a trademark of Claritas Inc.