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Alliant Online Audiences™ Segments for Automotive Marketers


Post Date: November 18, 2013
By: dma

November 18, 2013 — Alliant, a leading provider of predictive targeting and segmentation solutions for multichannel marketers, is introducing its first data segments for automotive markets through Alliant Online Audiences™ (http://www.alliantdata.com/aoa/automotive)  The company announced that this new data source enables auto-related marketers to effectively deploy online advertising to prospects across the internet.

AOA|Automotive segments enable marketers to target online advertising to consumers based on validated auto ownership data. Alliant enhances the automotive information with its proprietary transactional data contained in DecisionBase360™, its cooperative consumer database. The resulting solution provides marketers with targeted audiences qualified by purchase history and response performance.

In total, 22 AOA segments will be introduced to automotive marketers and their agencies. Audiences include selectivity of owners by vehicle type, enhanced with Alliant purchasing information, to identify “empowered” and “emerging” consumers. Alliant will introduce five additional segments in November identifying audiences in purchase preference categories such as new and used car ownership, auto insurance, auto finance, and parts and service.

“Most auto purchasing data focuses solely on make and model and year — AOA goes further,” said Donna Hamilton, vice president, sales and business development at Alliant. “Alliant enables marketers to qualify consumers using predictive transactional metrics.”

“Alliant’s data makes multi-channel marketing campaigns more targeted and profitable for our clients by increasing their ability to predict buying behavior,” said JoAnne Monfradi Dunn, Alliant’s CEO and president. “To date, the performance of our data in the online arena has been impressive.”

Alliant Online Audiences includes 132 audience segments covering more than 100 million U.S. consumers. The data is updated monthly from the customer files of more than 300 consumer brands and is de-identified at the individual level. According to Alliant, AOA segments deliver powerful transaction-level data that produces deeper insight into actual consumer buying behaviors, optimizing online display advertising better than interest-based advertising can do alone.

About Alliant

Relevant consumer insight drives marketing success. Alliant captures transaction-driven consumer information from 300 direct response brands to fuel purchase and behavior profiles on more than 140 million consumers. Alliant’s data-driven solutions identify profitable prospects, increase conversion and improve profitability in retention and reactivation efforts. The right data matters. On the web, in the mail and over the phone, Alliant takes clients to the places where consumer response lives. Learn more at: www.alliantdata.com.

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