Organising data in context starts to provide us with information – a much more useful asset in driving customer insight.

Traditional ways of describing or classifying businesses and decision makers simply won’t deliver you the level of insight you need to understand why a small business buys Apple instead of Dell – and thus to create effective programmes.

We know that ultimately it is people that make and influence decisions in businesses, but people are notoriously individual – even at work. So it goes without saying that a ‘one size fits all’ approach won’t cut it. Not compared to a sophisticated, insight driven programme that’s built for you – based on gaining a deeper understanding of decision makers as people – and using this information to engage with them more effectively.

Generic products and models give generic results.   Stand alone or combined with your data, our segmentation products take you further towards insight, add value to every stage of the process and are fine-tuned to exactly fit your needs and, most importantly, deliver the results you want.

Segmentation data for greater Insight 

Understanding customer behaviour - in detail - is a prerequisite to delivering consistently successful business-to-business relationship marketing. A key component of delivering this enlightenment is data.

But most business data sadly lacks any insight at all, and so – not satisfied with this, we’ve built our own segmentation products to help. These have been developed to address particular needs and to enhance critical aspects of the analytical process – without compromising our B2B data independence.

Understand the business landscape, with GIC

GIC (Geo-demographic Industrial Classification) is a true business geo-demographic tool that helps you to understand how customers are affected by location. GIC maps the overall business characteristics of every UK postcode sector to provide a unique perspective into customer behaviour.

GIC provides a useful way to describe business areas but its particular strength is in helping to build and apply accurate models of market demand at the ground level. 

Knowing where concentrations of demand are and are not, helps you to allocate strategic resources, plan dealer networks, allocate sales territories and measure performance.

Download a data sheet: Insight_Products_GIC

Understand how personal values affect purchasing, with PIC
 
High on the wish lists of the Marketers that we talk to is the ability to understand individual decision maker attitudes - to bring an element of psychology into the B2B marketing communications process. After all it’s people that make decisions.

PIC gives an understanding of the embedded behaviours, values and prejudices of small business owners and how to use it in your marketing programmes.  This knowledge equips you to create more compelling and profitable propositions and creative communications carefully designed to engage with their particular needs and preferences.

Download a data sheet: Insight_Products_PIC.

Self Employed

Sole Traders and the self employed form a massive part of the business community, offering many opportunities to suppliers, but are often the most difficult to find. 

Our DNA database contains details on around 1 million of these micro business entities that don’t appear on any other business database.

By their nature, they do not comply with the same rules as larger businesses – which is why Information Arts has developed a special segmentation to describe them using information about their businesses, and about themselves.

This 7 Cluster segmentation gives you knowledge that is much more useful in understanding and marketing to them and gets away from considering businesses only using SIC codes.

Download a data sheet: Microsoft_Word_-_Data_Products_DNA.pdf

For more information on Business segmentation tools and how to use them email us with your requirements.