The Most Reliable
Segmentation Tool of Spending
Capacity for Affluent Households in the U.S.
 
Case Study

The following is an example of a critical difference between TruWealth data and
traditional modeled data.
A TALE OF TWO CONSUMERS
Why TruWealth is the Critical Differentiator
HOUSEHOLDS MAY LOOK ALIKE, BUT THEY SPEND DIFFERENTLY
Household #1
Income $100K+
Own Home
Age 35-54
Ex-urban
Has Children
Household #2
Income $100K+
Own Home
Age 35-54
Ex-urban
Has Children
TruWealth Score
702
TruWealth Score
553

Exhibits High Spending Behaviors:
Cadillac Escalade
Kitchen remodel $100K+
1+ luxury cruises in last 18 months

Exhibits Low Spending Behaviors:
Toyota Camry
New home purchased in past year
Eddie Bauer shopper
These two households are located directly across the street from each other in a
high-income residential area, as identified by a data provider. Traditional direct
marketing targeting would distribute a solicitation to both households based upon
their location presuming that income and investible assets are similar. As can be
seen, Household #1 has substantially more wealth, exhibits high spending behaviors,
has over $1.5 million in net worth. Compared to Household #2, this affluent prospect
is clearly different and potentially more desirable for you to target.

Given the precision of TruWealth shown in the previous case study, it allows you to
mail fewer pieces, spending the same amount of net dollars, yet hit the precise
target with your message.

Traditional data models do not have the critical information needed for a targeted
marketing campaign. With TruWealth you can discriminate between two households
that appear to be the same but actually spend and behave very differently.
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