microdialog lifestyle - features, services, benefits
psychographic features of Deutsche Post Direkt's micro-geographic database
|microm Geo Milieus®||microm Limbic® Types||microm LoHaS|
|Ten psychographic target groups are analysed and allocated to milieus by combining the data system of microm Micromarketing-Systeme und Consult that is based on the concept of micro-geographical market segmentation with the proven target group model developed by Sinus-Institut.||The neuro-scientific target group model maps structural and functional correlations of the motive and emotional systems in the brain in seven target group segments of individuals who have similar personalities.||microm LoHaS identifies people who cultivate a lifestyle of health and sustainability. People who cultivate the lifestyle of health and sustainability use this maxim to take decisions affecting areas as such as holiday, households and home construction.|
By projecting the results of psychographic research over an area, a statistical likelihood is calculated for every home in Germany, in which microm Geo milieus, microm Limbic® Types or microm LoHaS are represented.
The translation into address potential generates benefits for precision dialogue marketing that is aimed at specific target groups, by enriching and analysing existing address databases and selecting addresses for customer acquisition.
- Enrichment of address databases with lifestyle features and other microdialog criteria.
- Analyses and scorecards on the evaluation of customer addresses (profiling, early intervention to contact those customers thinking of taking their business elsewhere etc.), identification of cross and up-selling opportunities in internal customer bases or selection of leased addresses
- Address leasing: selection of addresses for personalised, partially personalised and unaddressed mail.
- Localisation of target group potential down to the house level.
- Greater economic efficiency owing to identification of target groups according to milieu and type.
- Opportunity to make direct contact with existing and prospective customers for location planning purposes etc.
microm Geo Milieus® and microm LoHaS are a joint product of microm Micromarketing-Systeme und Consult GmbH and of SINUS Markt- und Sozialforschung GmbH. microm Limbic® Types is a joint product of microm Micromarketing-Systeme und Consult GmbH and Nymphenburg AG.
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