Fresco
CLASSIFY YOUR CUSTOMERS & PROSPECTS BY THEIR FINANCIAL
BEHAVIOURS & ATTITUDES
Fresco is Market SMS’s most powerful financial services segmentation - the first consumer classification of its kind in the South Africa marketplace. Using GFK’s Financial Research Survey and Market SMS’s own wealth of data on the South Africa population, it describes individuals in terms of their financial product holdings, attitudes, lifestage, affluence and digital behaviour.
Fresco is a code which can be appended to each record at individual level, and segments the South Africa adult population into:
- 12 segments (designed for strategic use and to enable high level customer understanding, proposition development profiling and segmentation)
- 45 sub segments (primarily used more tactically, looking at more detailed targeting, campaigning and customer persona creation)
- 134 micro segments (this level is best used in detailed modelling and analysis)
Fresco’s ability to divide South Africa consumers into discrete and clearly defined groups provides organisations with a universal vocabulary with which to describe customers, prospects and the market place. Fresco can be used both for strategic and tactical planning in a wide range of different applications including propositions development, branch planning and management, prospect targeting and campaign planning.
Read our latest blog post on how Lloyds Banking Group nailed their customer segmentation using Fresco
Our Clients
The Benefits
- Updated annually with the latest research data data in response to the rapidly changing financial landscape
- Coded at individual level
- Provides a common vocabulary across organisations to apply to customers
- Wealth of supporting material
- Clear and concise segment names and descriptions
- Available for multi-channel campaigning
Applications
- Gain in depth understanding of your customers
- Develop on boarding processes for potential premium customers
- Target the best, and most valuable prospects
- Assess your market potential
- Proposition development
- Bespoke segmentation and model builds
Further Information
For further information on Fresco and how it can help you understand and target customers and service users please visit the Fresco microsite or call one of our data specialists on 0207 605 6081.
