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Household Segmentation

Enhance consumer segmentation using solutions based on proprietary household economic and wealth information. Economic Cohorts® provides marketers vital visibility into household economics. Financial Cohorts® offers IXI™ Network member-firms advanced segmentation using financial characteristics.
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Better Understand Customers and Prospects

Your customers and prospects have unique financial and purchasing priorities and habits which continuously change throughout their lives. That means that in order to win their interest, business, and continued loyalty, you need a better understanding of their economic and financial position, interests, and behaviors. With deep insights into your target audiences, you can make productive, meaningful offers that align with their evolving wants and needs.  

Equifax offers two advanced segmentation solutions based on unique proprietary household economic and wealth data that can help you deliver a more personalized customer experience across multiple channels and touchpoints.

  • Economic Cohorts® enables marketers to segment customers based on households’ economic position — estimated total income, spending, financial durability, likely credit capacity, in combination with key demographic, lifecycle/lifestage, behavioral, lifestyle, and geographic attributes. With Economic Cohorts, marketers can better understand, target, and communicate with customers and prospects. Economic Cohorts offers unique metrics for each of 71 clusters. 
  • Financial Cohorts® allows IXI Network firms to segment customers and prospects based on a foundation of anonymous, direct-measured asset data as well as additional behavioral characteristics. With Financial Cohorts, firms can classify households by their financial potential and identify pockets of opportunity among their most common segments: Affluent, Mass Affluent, and Mass Market. Financial Cohorts groups customers into 61 clusters.
Understand Customers
Gain insight on customers’ financial and economic position, behaviors, lifestyle, and preferences.
Identify Top Clusters
Determine top-ranking clusters in your customer base to enhance messaging and find more like your best.
Tailor Communications
Use cluster profiles to deliver the right message for each segment via channels that will resonate.
Unique Foundation
Leverages proprietary household financial and economic information based on a foundation of consumer investable assets.
Use Across Channels
Available both in an offline version and via digital targeting segments to optimize online campaigns.
Apply Across Customer Lifecycle
Can be used for prospecting, segmentation, modeling, messaging, geographic market sizing, and other non-FCRA applications.
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One bank used Financial Cohorts to pinpoint 3 high affinity clusters and identify over $5.6 billion in potential new assets.

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An auto OEM used Economic Cohorts and other measures to fuel email campaign and beat KPI goal by up to 74%.

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A leading bank used Financial Cohorts to analyze customers enabling it to identify segments that could grow LTV by 5%.

Equifax case studies. Results may vary.

Grow Your Business with Segmentation

Use our segmentation solutions to find your top customer segments or target new segments. Deliver messages that will resonate with each audience via the channels they prefer. Apply segmentation to both offline and digital campaigns.

Growing Bank Deposits with Targeted Prospecting

Learn how a bank used Financial Cohorts to identify target audiences likely to have an affinity for the bank and hold significant deposits. The result: an expected 21% improvement in campaign conversion rates and identify over $5.6 billion in potential new assets.

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How Retailers Can Better Identify High Potential Prospects

Discover how retailers can use insights on household economics and market potential to help identify high-potential customers. With these insights, retailers can narrow their target audience, improve campaign efficiency, and better gauge sales potential for new stores.

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Get Started with Segmentation

Work with us to better understand who your customers are, what they are like, and where you can find more of them. Combine your firm’s data with proprietary financial and economic insights from Equifax to help you better identify and understand your target audience and engage with them via the right message and channel. 
Profile Customers
Identify top customers based on first-party data, financial and economic segmentation measures and behaviors, and additional data.
Personify Audiences
Create target groups and describe them in terms of financial and economic measures, attributes, lifestyles, behaviors, demographics, media habits, and channel preferences to inform communications and media strategies. 
Pinpoint Markets
Find and reach target audiences across geographies and in the digital landscape. Reach and engage them via traditional or online marketing channels.

Gain a More Complete View of Your Customers

Our segmentation solutions are designed to help you better segment and target prospects and customers and deliver relevant, targeted offers to the right households.

The Power of Economic Cohorts 

Economic Cohorts can be used by retailers, auto dealers and brands, travel companies, and more. Marketing and analytics teams can use it to segment audiences and optimize campaign messaging for prospecting as well as support customer expansion and loyalty initiatives.

Success with Financial Cohorts

Financial Cohorts can be used by IXI Network firms to better understand financial and other characteristics of customers and prospects. Use cluster details to inform messaging for asset and deposit growth campaigns, cross-sell new products, and support customer treatment.

Enhance Digital Targeting

Use Digital Targeting Segments unique to Economic Cohorts and Financial Cohorts to focus digital ad spend on online audiences that have the right characteristics for your campaigns. 

Frequently Asked Questions

Our household segmentation solutions are built on our unique foundation of consumer investable assets, unlike other solutions that rely on survey-based household geo-demographics.

Economic Cohorts segments households using proprietary estimates of income, spending, affluence, financial durability, and geographic factors. It also integrates ZIP+4 aggregated credit data, household demographics, and syndicated research.

Financial Cohorts is the only segmentation system that directly leverages our proprietary direct measurement of consumer financial assets, providing segmentation capabilities based first and foremost on measured consumer financial capacity, investment style, behaviors, and characteristics. Unlike survey-based solutions, only Equifax can provide reliable and actionable insight based on measured assets.

Economic Cohorts has 71 clusters which are defined by:

  • Economic capacity: Combines estimated household income and spending power, plus affluence and financial durability.
  • Demographics/age: Four age breaks (under 34, 35-54, 55-64, 65+), along with life-cycle, marital status, children, home ownership, and home value.
  • Credit data: Anonymized and aggregated Equifax credit information, including mortgage data.
  • Geographic information/urbanicity: Level of household urbanicity.

After definition, descriptive data is added:

  • Consumer and media behaviors: Market research data on media preferences, attitudes toward advertising, TV channels, internet usage, and shopping habits to aid marketing strategies.
  • Attitudes and lifestyle: Market research data on general opinions, leisure, health/fitness, and travel/entertainment to help understand and appeal to each cluster.

Financial Cohorts groups customers into 61 clusters based on a multi-dimensional framework including:

  • Financial capacity: Assets, income, spending, and credit
  • Investment style: Complexity of investment mix, risk, advice orientation, and credit usage
  • Additional behaviors and characteristics: Age, demographics, and urbanicity 


Once clusters are defined, additional descriptive data is added to each cluster:

  • Consumer and media behaviors and preferences
  • Attitudes and lifestyle

Economic Cohorts and Financial Cohorts can support marketing and analytics teams to:

  • Profile current customers
  • Prospect for new customers
  • Enhance targeting for Invitation to Apply (ITA) campaigns
  • Segment audiences before Prescreen
  • Identify optimal cross-sell/up-sell opportunities
  • Tailor positioning, creative, and messaging
  • Conduct market analyses
  • Define product strategy and distribution
  • Improve loyalty efforts
  • Choose marketing channels and media placement
  • Target online ads and optimize sites
     

Economic Cohorts and Financial Cohorts can be used for:

  • File enhancement/coding: Append customer or prospect files with cluster codes for modeling, segmentation, and marketing campaigns
  • Geographic market sizing: Obtain household counts by cluster and distribution of clusters for desired geographies (state, county, CBSA, block group, ZIP) to help prioritize markets, find opportunities, and inform resource allocation
  • Online: Use Digital Targeting Segments to better target digital ads toward desired online audiences.
     

Related Resources

eBook

Best Practices in Segmentation

Grow your business by better identifying and understanding who your ideal customers are, what they want, and how to connect with them. Create a more personalized customer experience and drive sales.
Best Practices in Segmentation

Related Products

Use our Household Segmentation solutions in conjunction with our other Wealth and Economic Insights solutions to gain a more complete picture of your prospects and customers. 
Affluence Index™
Improve targeting and marketing models with an indicator of households’ capacity to spend, save, or invest
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Spending Power
Use Spending Power to improve targeting and marketing models with a dollar measure of households’ likely capacity to spend, save, or invest. Spending Power estimates reach up to $1.2 million per household, allowing you to identify households likely to have the funds for your goods and services
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WealthComplete Premier
WealthComplete® Premier provides a complete picture of estimated liquid financial assets for nearly every U.S. household. Find the hidden asset potential among customers, grow share of wallet and identify high potential prospects with insight on estimated household assets, investments, and deposits
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CreditStyles Pro
Use CreditStyles Pro to differentiate households based on their estimated credit behavior, availability, needs, and usage. With CreditStyles Pro, marketers, analysts, and lenders can gain critical insight on credit use across the customer lifecycle.
Learn More
Digital Targeting Segments
Better deliver the right message to the desired target audience online
Learn More
Income360® Complete
Income360 Complete provides a continuous household-based dollar estimate of total household income up to $2M, including income from wages, investments, businesses, and retirement funds. Use Income360 Complete to improve segmentation for direct marketing and online targeting campaigns.
Learn More
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Discover our Unique Insights

Our unique insight into the household wallet distinguishes our marketing data from all other options. Discover how our wealth and economic insights can help fuel acquisition, cross-sell, and retention.

Explore Consumer Wealth and Economic Insights
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