Smarter Segmentation: Why Tech & Telco Need to Rethink Their Audience Strategy
In today’s tech and telecommunications industries, personalization isn’t just a buzzword—it’s a business imperative. As consumer expectations evolve and digital behavior becomes more fragmented, companies are being pushed to deliver the right message to the right audience through the right channel.
That’s where audience segmentation comes in—but not the traditional kind. What today’s marketers need is a modern, nuanced understanding of their customers. That means going beyond basic demographics and into the realm of digital behaviors, technology usage, lifestyle, psychographics, and location-based context.
ConneXions® Premier: A Modern Approach to Segmentation
To meet these new demands, Claritas has developed ConneXions® Premier—a next-generation consumer segmentation system built specifically for marketers of technology and communication products.
At its core, ConneXions Premier classifies every U.S. household into one of 58 segments based on technology and telecom preferences, behaviors, and usage patterns. This segmentation is fueled by new data and sources, such as MRI Simmons’ real-world app usage, streaming habits, and tech adoption rates, all collected from an opt-in panel of U.S. consumers.
What Sets It Apart
Three things make ConneXions Premier especially relevant for tech and telco marketers:
- Deeper Behavioral Intelligence: With more than 4,600 new behavioral profiles—including insights into cord-cutting, podcast listening, social issue engagement, and digital consumption—marketers can see not just who their audience is, but how they live, interact with content, and make decisions.
- Tech Usage & Adoption Models: The system goes a step further by scoring each household on tech usage and adoption. Are they early adopters or tech minimalists? Power users or digital skeptics? This intelligence allows brands to align product messaging and development with real-world behavior.
- Urbanicity as a Differentiator: ConneXions Premier introduces an innovative Urbanicity Model that classifies U.S. neighborhoods into five categories—Urban, Suburban, Second City, Small Town, and Rural. This provides essential context for tailoring campaigns based on geographic and infrastructural realities, which is critical in telecom and broadband rollouts.
More Accuracy = More Impact
Compared to its predecessor, ConneXions Premier delivers a 7% increase in targeting accuracy. That may not sound huge on paper, but in practice, it can mean the difference between a wasted media spend and a breakthrough campaign. Better targeting leads to better conversion rates, stronger customer retention, and a more efficient use of resources.
Bringing Data to Life Across Channels
With the lines between digital and physical channels increasingly blurred, having a consistent segmentation strategy that feeds into all stages of the marketing funnel is essential. ConneXions Premier integrates easily into multichannel strategies—whether you’re planning media buys, launching email campaigns, or targeting digital ads.
By leveraging the platform, marketers can:
- Discover high-value, underserved segments
- Craft personalized, resonant messaging
- Identify whitespace opportunities in the market
- Maximize media ROI through better audience alignment
Looking Ahead: The Future of Segmentation
This level of insight isn’t just about improving current campaigns—it’s about preparing for what’s next. With AI driving continuous learning and predictive modeling, ConneXions Premier will evolve alongside the market, helping businesses anticipate changes in consumer behavior and act on them before the competition does.
Segmentation is no longer a static tool—it’s a dynamic strategy. In the high-stakes world of technology and telecommunications, understanding who your customers are, how they behave, and where they’re headed is the key to long-term growth.
ConneXions Premier brings together the latest data, powerful modeling, and industry-specific insight to offer a segmentation system that’s not just relevant—but essential—for forward-thinking marketers.
ConneXions Premier is built for that future.