Segmentation is a way of analysing data and dividing your consumer base into homogeneous groups, or segments, in order to satisfy their specific needs, bridging the gap between the ‘one size fits all’ approach of mass marketing and the one-to-one approach of individual marketing.
Segmentating a Customer Base for Marketing
It understands that people are alike, but also different, and offers means of delivering relevant and personalised communications in a more profitable way. Typically customer data is segmented based on geographic, demographic, behavioural and psychographic factors.
Segmentation benefits both brand and customers, and it works: 78% of consumers will repeat purchase if a brand uses personalisation, according to McKinsey.
What is Intra?
Intra is our geodemographic segmentation tool, built from on our leading data universe - the most comprehensive consumer data available in the UK.
Intra segments consumers into similar groups according to demographic, behavioural and geographical factors, examining not just where customers live, but how they live, what they care about, and why they buy.
With more than 50 profile segments, Intra enables the detection of subtle yet important differences between customer segments, thereby improving the relevancy and accuracy of prospective marketing activities.

The benefits of using Intra
Enhancement
Append Intra to your customer base to enable a deeper understanding of their characteristics and motivations
Profiling
Understand how customers compare against a different base, and where similarities and differences lie
Targeting
Offer the right products or services via the right channels for each Intra segment
Optimise Spend
Balance online and offline spending based on a segment’s preference as well as their value to your organisation
Modelling
Use the Intra segments as independent variables to predict an outcome, such as buying another product, churning, or responses to a campaign
Personalise
Using the right insight provided by Intra, personalise offers and communications to improve customer retention and drive customer loyalty
Persona Development
Create your own custom groups to enrich marketing and reporting
Intra composition
As a result of the the unique nature of the behavioural, lifestyle and demographic data, Intra is available at three different levels – individual, household, and postcode – allowing brands to match an Intra code to their full customer base, working at the level that suits them and their data / needs.
Built on industry-leading data
Intra data is taken from our Enhance dataset, which offers the most accurate, in-depth, and insightful view of existing customers, backed by the most comprehensive consumer data in the UK; including sources like the latest Census 2021 data available at Output Area level, and open source and Enhance Property Data sources.
Transforming customer insight
Intra segments aren’t personas. They’re data-driven customer clusters, built from real-world behaviours, lifestyles, and values. Some examples of Intra segments helping brands personalise their marketing efforts include:
World Travelling Parents: High-earning, globally minded families
Salubrious Seniors: Secure, health-conscious retirees
Happy Rural Families: Community-driven, traditional households
There’s segmentation and now, thanks to Intra, there’s next gen segmentation.