Consumer Vitality (USA) is a high-value data product that is easy to use, cost-effective, and enhances targeting efforts. It fills a business-wide knowledge gap in scoring consumer performance for small, local areas in the United States. While various classification systems exist in marketing and public relations – such as "Ten Best Places to Retire" – only Consumer Vitality (USA) quantifies consumer performance at the Block Group unit of analysis.
Consumer Vitality (USA) is a data-driven measure of the consumer economy. It measures consumer performance and, more generally consumer performance potential, enabling users to easily understand a neighborhood instantly and in familiar terms. The product can be used to effectively diversify business assets and operations geographically, by locating different types of markets including like-markets. For example, Consumer Vitality (USA) can convey desirability to refine real estate searches, enhance target marketing, and guide site selection and resource allocation decisions for businesses. Additionally, Consumer Vitality (USA) removes many barriers to market entry in commercial and residential real estate, insurance, mobile penetration, and telecommunications because the index is consistent across the United States. If locating in a like-market is a priority and barriers to market entry are oriented around a general lack of in-depth knowledge and understanding of the local marketplace, Consumer Vitality (USA) can be applied to instantaneously fill the knowledge gap.
Understanding customer performance is the key – and formerly hidden – factor in maximizing campaign efficiency and gaining a more precise understanding of how to geographically diversity and allocate existing resources to maximize return on investment potential. Consumer Vitality (USA) can be used to understand the performance of existing consumer market segmentation systems, such as geodemographic segmentations. While classic marketing segmentation systems are used to identify the socio-demographic characteristics of consumers, they do not measure how well various clusters are performing.