You know where they live. Demographics tell you who they are.

You know your customers' names and addresses. What you probably can't see is who they are — how old, homeowners or renters, families or empty nesters. So every campaign goes to everyone, and you learn very little from what comes back.

Why knowing your customers changes your marketing

Demographics turn a name and address into a person you can reason about. Append age, income, home value, and household details to your customer data, and patterns appear: your best customers might cluster in an age range, an income band, a stage of life. Once you can see the pattern, everything gets easier — you mail the people most likely to respond, skip the ones who aren't, and spend less to earn more.

The same data works in the other direction, too. When you know what your best customers have in common, you know what to look for in prospects — which makes list selection and audience decisions far less of a guess.

What you get back

Your data returns with your original records intact and up to 21 demographic elements appended — you choose which ones. Every record is coded so you can see what was matched. And if you want the bigger picture, a demographic profile analysis compares your customers against regional population statistics and shows you where they stand out.

We'll tell you what you don't need

Demographic data is easy to oversell — 21 elements sounds better than four. But most marketing decisions turn on a few well-chosen ones, and we'd rather you buy those than all of them. Since 1994, our approach has been to start with a conversation: what are you deciding, and what data actually informs it? A real person will walk through it with you, and what comes back will be documented well enough that you can act on it without calling us. Though you can always call us.

How it works

1. 1

   Start with a conversation

   We'll ask what you're trying to learn about your customers and which decisions the data will drive. Then we'll recommend the handful of elements that answer it — not all 21. You shouldn't pay for data you won't use.

2. 2

   Choose your elements

   Pick from up to 21 demographic elements — age, income, home value, homeownership, marital status, children in the home, lifestyle interests, and more. We can match on name and address, or on address alone.

3. 3

   We match and append

   Your records are matched and the elements you chose are added, each one tied to the specific customer record it belongs to.

4. 4

   Everything comes back documented

   Your original records return intact, with the new elements appended and each record coded so you can see what was matched. If you'd like, we can also run a demographic profile comparing your customers against the general population.