SCRIPPS PRIZM DATABASE ANALYSIS PROGRAM
Scripps has launched a sophisticated new marketing analysis program that will enable you to identify and target
customer segments most likely to increase their spending with your store(s). We have the most complete household
database available in each Scripps’ market. This database incorporates a wide variety of demographic and lifestyle
data about consumers in our market. We can use this information to help you better segment your customers and to
design marketing programs to drive your store traffic, increase sales and build customer loyalty.
WHAT WE DO:
DELIVERABLES:
• Clean your customer database to match U.S. Postal Service
address format (“CASS” address standard).
• Profiles of your customer segments by Claritas PRIZM™
cluster codes (demographic and lifestyle codes).
• Geocode your customer addresses to incorporate U.S.
Census Tract codes (sub-Zip Code level; typically 1,200 –
1,500 household geographic levels).
• Geographic mapping of where your customers live.
• Append demographic and lifestyle PRIZM™ codes from
Claritas.
• Match your customers to our home delivery print
subscribers.
BENEFITS:
• Determine what customer segments offer you the best
opportunity to increase sales.
• Improve your advertising and marketing efficiencies
through greatly enhanced targeting capabilities.
REQUIREMENTS:
Customer database with names and addresses, including Zip
Codes. The data should be in comma-delimited text or in Excel.
• Demographic analysis of your store trading area(s), e.g., 3-,
5-, 10-mile radii around stores.
• Data and maps showing numbers of your customers in Zip
Codes compared to total households.
• Report showing percentages of your customers compared to
newspaper home delivery subscribers by PRIZM code, as well
as the newspaper, web site, and selective direct mail reach of
your target customer segments.
MARKETING PROGRAMS:
Using this information we will help you design a complete
marketing program involving combinations of ROP, preprint,
Internet and/or direct mail advertising. This will ensure that
you target your highest-opportunity customer segments in the
most cost-effective means possible. This information can also
be used to help you optimize other media purchases through
Scripps Media.