What Makes Cohorts Different?

You may be new to segmentation, or you may be using a segmentation solution currently. Either way, you might wonder what makes Cohorts better than other segmentation systems. Below are some key advantages.

Household-level Segmentation
Most widely used segmentation systems are based on area-level U.S. Census data. These geo-demographic systems look at a geographic area (ZIP Code, carrier route, block group, etc.) and assess the aggregated characteristics of that area, and then apply what they find to each individual household.

For example, if a block group has an aggregated median income of $42,000 and median age of 56 based on Census data, every household in that block group is assigned the corresponding cluster code for income $42,000 and age of 56. In reality, few of the households in that block group will fit those exact demographics. (Just look at the young couple with three kids down the block and the elderly, retired couple next door to question the supposed homogeneity of neighborhoods).

In contrast, Cohorts is based on the specific demographic and lifestyle makeup of each individual household. It does not assume that neighbors are in all cases similar. Cohorts understands that consumers will be more responsive to messages and offers that are relevant to their specific lives and lifestyles, rather than the average characteristics of their neighborhood.

Third-Generation Product
Now on our third generation, we are able to offer our clients the benefits of a time-tested and field-proven product. Founded in the early 1990s, by direct marketing and research pioneer, Jock Bickert, Cohorts pioneered segmentation at the household-level. He recognized that existing segmentation tools were not precise enough to meet the needs of database marketers and so he created the first Cohorts product. Since 1992, Cohorts has continually striven to refine and improve our product in order to meet the evolving analysis needs of our clients.

We’re Not “Just Another Data Provider”
There are many consumer data providers out there. We’re not one of them. Our main goal is to help you increase your marketing effectiveness. In other words, we will not provide you with an analysis or sell you data and then leave you to make sense of it, or worse put it on a shelf to gather dust. We will work with you on an ongoing basis to ensure our segmentation is actionable and help you translate it into real marketing initiatives.

Our relationships with our clients reflect our service commitment. Whether you need advice on how to reach to your target segments, copy and creative suggestions, or a steer on your strategy, Cohorts’ account team is available to help you.