Intra Segmentation

Targeted customer breakdowns

Geodemographic segmentation to improve the relevancy and accuracy of marketing activity

Intra is our geodemographic segmentation, classifying consumers into groups according to demographic, behavioural, and geographical factors. This enables the detection of subtle yet important differences between customer segments, therefore allowing you to improve the relevancy & accuracy of your marketing efforts.

Why Use Intra?

Enhancement

Append to your customer base to enable a deeper understanding of their characteristics and motivations

Profiling

Understand how your customers compare against a given base, (usually the UK population) and see where they align and deviate

Target

Optimise your targeting by offering the right products or services, through the right channels for your various Intra segments

Optimise Spend

Balance your spending online and offline for your segments based on their preferences as well as their value to your organisation

Modelling

Employ the Intra segments as independent variables in your models to predict outcomes of interest; such as buying a product, churning, certain responses to a campaign

Personalise

Using the right insight Intra brings, personalise your offers and communications to improve customer retention and drive customer loyalty

Persona Development

Use the Intra Segments to create your own groupings, allowing for a fully bespoke segmentation that enriches your marketing & reporting

Example Intra Segments

Young Stable Spenders

This group is financially stable either still working or retired, which leads or has lead to a balanced lifestyle.

With the futureproofing securities of an ISA, pension and life insurance, they certainly think ahead. They like to travel around the UK perhaps venturing out with an occasional walk or hike, enjoy being outdoors exploring wildlife with their dog in tow, but periodically like to travel to Europe. These people are big green supporters and above average charity donors.

Romantic Retirees

Almost exclusively retired couples, with no mortgages and fair savings making the most of their newly aquired free time.

Engaging with a varied set of activities, with emphasis on time outdoors and spending time with their grandchildren.

These couples tend to live in mainly urban areas but not major conurbations, who holiday in the UK & Europe and have an affiliation to healthy/clean living.

Happy Rural Families

From early to cemented middle ages, these individuals create traditionally strong core family units.

Tending towards lower incomes and affluence, yet living in more rural areas where there is little barriers to housing, meaning this groups owns their own home, lives with their partner and children & is likely to holiday in Europe.

They ascribe to what you would classify as traditional interests, e.g. watching/gaming, going to the pub, watching sports, eating out, etc.

Salubrious Seniors

This group enjoy making the most of their retirement years, and are out and about socialising, holidaying, and taking up hobbies. They take an interest in their own health and take steps to keep fit.

They also are likely to have opinions and be in support of green initiatives, animal welfare ,and environmental issues. Whilst not very affluent, they are financially secure and are likely to be homeowners with savings and investments. They don’t spend too much time online or on social media and are more likely to take the time to read post.

Unadventurous Budgeters

These are younger individuals starting out with low incomes, they are single usually either living in 2 or 3 person rented accommodation, or still living at home. They do not own pets and are not very charitable.

The areas they live have high mortgage debt, with high propensity to smoke, mortality and morbidity. These areas also have high ethnic diversity consisting of people who are unemployed, and students. This group have no special hobbies or any particular interests but do lean to the left supporting racial and LGBT cause.

World Travelling Parents

These are families with school age children, pets, and homeowners of large, detached homes. They are well educated and are usually business or medical professionals, with very high incomes.

They enjoy travelling, visiting place in the UK, Europe, USA, as well as other places around the world . The areas they live in tend to be rural areas having an older population with high incomes and low ethnic diversity.

Living in rural areas they either work from home or travel quite large distances to get to work.

Clever with data

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