By Genny Nguyen Jacob Toscano

Past, Present, and Future of segmenting a customer, using databases. Jonathan Robbin: created first Prizm marketing database. Uncovered the correlation of demographic areas and their consumer behavior Marketers could know who their best target consumers would be.

Who buys from me? What are they going to buy from me? Where can I find them geographically? How can I best communicate with them?

Advances in computing technology Differentiate between next-door neighbors instead of the whole neighborhood. Prizm: Moving from the old static snapshot to the reality of a changing dynamic marketplace as advantage of household systems. Each time house system is updated the database is updated. When life stage changes consumers are open to try new brands and new products through new channels. Great opportunity for marketers to add the “When” in their strategy.

Three Big screens -Computer: Computer cookies being tied to the household segmentation system. -Cable television: -Use of cable television as a direct marketing vehicle to remain consistent among households. -Wireless devices: Offers Direct marketers opportunity to know a subscribers life stage and deliver targeted content whenever and wherever that person happens to be.

Integrated marketing across all channels allows direct marketers the flexibility and ability to efficiently target and tailor ads to their target consumers.

Have you heard of the Three Big Screens? Will the benefits of integrated marketing outweigh the costs? From consumer side, is it an invasion of privacy? Is the new “when” and “on which screen” an effective way to identify or segment a customer? Versus the tradition four question presented earlier in presentation?