Our unique report includes a demographic portrait of your customers that includes 30+ strategically important demographic elements plus a calculated Market Penetration Index (MPI) to help you define your prospective market potential. View a sample report here.
Use the report to:
The Market Penetration Index (MPI) is a ratio that compares the percentage of households in your customer file that possess a specific attribute to the percentage of households in the reference population that possess the same attribute. The MPI is useful in defining the prospective market potential.
Rather than comparing raw percentages, Z-Scores take relative proportions into account and heavily weigh the size of the file being analyzed. The larger the Z-Score value (positive or negative), the more statistically valid the MPI result is. Any attribute with a Z-Score between -3 and 3 is considered statistically insignificant, whether the MPI is high or not.
The “Best Performers” profile is a combination of attributes that are strongly represented in your customer file. In other words, it shows where your strengths are and describes a customer who is most likely to purchase your products or services. Prospects that match this profile have the highest tendency to convert into a customer.
The “Undecided Prospects” profile is composed of attributes that have low representation in your customer file, showing where there is headroom for further growth. Understanding your “Undecided Prospects” will help you create a personalized marketing message and campaign to effectively target these individuals. You can use this profile to improve your targeting techniques and find new opportunities within these market segments.
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