Chapel Hill, N.C. - Yankelovich Inc., has unveiled a tool that links the attitudes of individual consumers to insurance industry-specific product behaviors. The tool, Attitudes in Action, enables marketers to tailor their messages to a specific individual's wants and needs and tailor their offers to attitudes linked to individual names and addresses. These insurance-specific attitudes can be used for selecting target lists and performing database enhancements, thereby improving marketing productivity through higher response rates and reduced costs.
In addition to insurance, Attitudes in Action can be applied to three other financial services sectors - credit cards, investments and loans and mortgages. Yankelovich, a Chapel Hill, N.C., market research company, used Attitudes in Action to score its proprietary compiled consumer database of 230 million names: ConsumerCONNECT. This unique database makes it possible to identify the specific individuals who hold particular category-specific attitudes - for both lists and data enhancements - and then to deliver marketing targeted to individual customers who hold specific attitudes.
Attitudes in Action develops data links to consumers' attitudes about relevant issues such as customer service, trust, privacy and many other areas, and connects them to insurance products and services. The database also divides the products and services into attitudinal segments, with names indicating behavior, e.g., "seeking incentives," "no penalties" and "high expectations."
The goal of the new tool is to help insurance marketers target their most valuable prospects, profile key consumer or geographic markets, perform geographic analysis for site performance and/or selection, and deliver effective messaging.
Source: Yankelovich Inc.
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