Nielsen’s offline segmenting system offered to online marketers

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New York—Nielsen Co. has cut a deal with online behavioral targeting company DataLogix, whereby DataLogix will offer Nielsen’s Prizm segmentation system, previously used exclusively by offline marketers to address target audiences.

Prizm’s geo-demographic segmentation, which divides households into 66 segments based on consumer buying patterns and neighborhood groupings down to the ZIP code level, has been used for years by marketers in planning TV, print and direct-mail campaigns.

Nielsen and DataLogix said the Prizm database would be used to complement behaviorally based online targeting data.

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