(800) 234-5973

claritas.com
#01
The Wealth Market
P$YCLE NE
When it comes to American affluence, Know your Customers and Prospects with Powerful Customer Segmentation
The Wealth Market is the number one-
home to the richest addresses in the
nation. Consisting of suburban couples
over age 55, this is where you’ll find
millionaires in the P$YCLE NE system.
Most of the households boast more than
$1 million in income-producing assets, investing in a broad range of stocks, corporate/municipal bonds,
mutual funds and real estate. These consumers also excel in buying annuities and other investment-style
life insurance products. In The Wealth Market, residents are known for both making money and spending
money in grand style, splurging on foreign travel and cultural events as well as hiring a small army of
financial managers, estate planners and full-service brokers-the better to accumulate more assets.

#25
Suburban Scramble
The most accurate and reliable organizing framework—a common language—for
Suburban Scramble is a diverse group of demographic updates understanding your customers, those of your
upper-middle-class homeowners from P$YCLE NE assignments and distributions are competitors, and the marketplace in general. It
suburban and city-fringe neighborhoods. updated annually to reflect the changes occurring should also move beyond your internal departments
Evenly split among singles, couples and in neighborhoods and households. Accurate and to empower your advertising agency, direct mail
families, these 35- to 54-year-olds share reliable demographic estimates and projections house, primary research provider, real estate
upscale financial profiles. They're more are critical to this process. Claritas has the most brokers and franchisees. More importantly,
likely than average Americans to use experienced staff of demographers in the industry. customer segmentation provides the link of tactics
platinum charge cards, invest in mutual funds and open traditional IRA and Roth IRA accounts. Many also They tap into hundreds of local government to strategy. In order to do this, segmentation needs
are receptive to insurance products, owning annuities and policies for disability and long-term care coverage. and private sources to develop current-year to be easily accessible everywhere. Only Claritas
In their free time, Suburban Scramble households pursue wide-ranging leisure activities such as golf and estimates and five-year projections for thousands can do that.
boating as well as nightclubbing and mountain biking. Their media preferences are similarly eclectic; they of demographic items at all levels of geography
listen to sports and news radio, read Vanity Fair and Car & Driver, and frequent auction and job websites. for the entire U.S. The accuracy and reliability Integration of your marketing message is perhaps
of Claritas’ estimates has been proven time and the best way to cut through the near-constant
time again. In fact, several state courts have barrage of market messaging that leads to consumer
even permitted the use of Claritas’ estimates burnout. To reach today’s marketing-savvy consumer,
as “admissible evidence” in cases involving site you need to have the right message, in the
#39 location disputes between a parent company right media, at the right time—all the time. Ask
ATM Nation
and their franchisees. yourself—does your outdoor advertising tie into
your direct mail campaigns? How about your
Young, single and hip, the members of Segmentation—more than a score television and print strategies? Radio? Internet?
ATM Nation are, nevertheless, financially While there are many powerful applications in direct In-branch promotions? Successful financial marketers
unsophisticated. Many of these city mail, customer segmentation is not a list-scoring know the power of integrated marketing and the
apartment dwellers boast enviable model, as its purpose is much broader and more common language that customer segmentation
incomes, but have yet to accumulate strategic than any one application. Customer can provide for those efforts. Successful financial
appreciable assets. They rarely set foot segmentation provides your organization with an marketers use P$YCLE NE.
inside banks, preferring to use ATMs and
online bill-paying when accessing their interest checking accounts. They also prefer to go online to buy a
handful of insurance products-auto, term life and renters insurance. Despite paying off student and
personal loans, ATM Nation residents can afford rich lives offline, showing high indices for traveling
abroad, skiing and playing tennis. When it comes to media, no segment scores higher for listening to
NPR, watching MTV and reading GQ, Vanity Fair, New York and The New York Times. Begin understanding your best customers and prospects with P$YCLE NE segmentation.
Call (800) 234-5973 for more information or visit claritas.com.
FS_COL_3031_1106
©2006 Claritas Inc. All rights reserved. P$YCLE is a trademark of Claritas Inc.

Know your customers and prospects
with powerful customer segmentation
Today's consumers have high expectations for
personalized financial products and services. They
might consider your marketing offer...if you reach
them...and if you suggest to them something
they want...and if it’s on their terms. Your success
depends on finding your most profitable prospects
and then delivering what they’re most likely to buy.
But, what do you know about your most profitable
prospects? How do you reach them? How do you
get them to respond? The answer is simple:
P$YCLE’s customer segmentation tools.
Your best approach is to tailor your marketing
strategies to match your customers’ behaviors. With
Claritas’ latest financial customer segmentation
system, P$YCLE®—The New Evolution (P$YCLE
NE), you will deliver the right products to the right
people through the right channels—all at the right
time! P$YCLE NE distills an ocean of behavioral
and demographic data into an easy way to
identify, understand and target your customers
and prospects. By defining every household in
YOUNGER FAMILY
YEARS LIFE
HIGH
F1
Flourishing Families
07 Family Fortunes
15 Prosperous Parents
19 New Money
23 School Daze
terms of 58 behaviorally distinct segments,
P$YCLE NE helps you learn about their likes,
dislikes, lifestyles and purchasing behavior.
This evolutionary marketing tool provides a sound
basis for effective customer segmentation and
decision making across every aspect of consumer
marketing. Once you understand your customers
and prospects, you can target them more efficiently,
tailoring your message and products specifically to
them. The additional muscle of P$YCLE NE is its
ability to link household-level segment assignments
to a whole host of other databases. From financial
behaviors as measured by Claritas’ Market Audit®
survey, to insurance behaviors from our Insurance
AuditTM survey, to lifestyles and media preferences
from Mediamark Research Inc., this integrated
system provides a seamless transition across market
planning and site analysis to media strategy and
customer acquisition, cross-sell and retention.
The result? You’ll target more precisely while
maintaining links to geography and syndicated
market research.
MATURE
YEARS
M1
Financial Elite
01 The Wealth Market
03 Business Class
M2
Wealthy Seniors
02 Globetrotters
04 Golden Agers
06 Civic Spirits
11 Savvy Savers
13 Annuity-ville
#07
Family Fortunes Deliver results with P$YCLE NE
Your entire organization depends on you to
select the best targets and to maximize results.
The members of Family Fortunes rank at
You can put the 58 P$YCLE NE segments to work
the top in many financial categories
in a variety of ways to provide greater targeting
including: investing in futures and options,
precision for your marketing efforts. Here’s how
owning mutual funds and U.S. Savings
P$YCLE NE delivers your best consumers.
Bonds, and acquiring first mortgages
worth over $150,000. They need to.
These 35- to 54-year-old suburbanites Find your most profitable targets
have more children than any other P$YCLE NE segment. With high incomes and expensive homes, they P$YCLE NE links your customer data with survey
make a prime target for high-value life and homeowners’ insurance. No segment has more college-educated research, syndicated survey data and household-level
residents who enjoy an energetic lifestyle, traveling around the world, shopping at high-end department demographics. Any file that includes a consumer
stores, owning SUVs and enjoying pricey sports like skiing and tennis. Not surprisingly, their favorite types name and address can be P$YCLE NE-coded. If
of media include business and airline magazines, which they read at the highest rate in the nation. you don’t have a customer database, Claritas can
create a surrogate customer profile for you from
our warehouse of syndicated consumer surveys.
Either way, P$YCLE NE reveals which types of
consumers are most likely to use your product
#20 or service and allows you to group segments with
Comfortably Retired similar behaviors to realize the greatest targeting
efficiency and manageability.
The members of Comfortably Retired
Discover what your best targets are like
could be poster children for living below
Once you have identified and defined your targets,
one’s means. Despite their downscale
you can use P$YCLE NE to generate a thorough
incomes, these over-65 singles and
lifestyle portrait that reveals your targets’ predominant
couples have amassed solid, average-
sized portfolios of income-producing
lifestyle, hobby and product usage patterns. Armed
assets. And their investments include a with this customer segmentation information about
well-diversified mix of conservative CDs, fixed-rate annuities and U.S. savings bonds as well as more them, you can focus your product offering to what
adventurous stocks, variable-rate annuities and unit investment trusts. Together, these investments provide you know they value most. You can also find out how
Comfortably Retired households with tranquil lifestyles. With a disproportionate number of residents living your targets don’t spend their time and money to
in exurban areas, many households enjoy pursuits such as bird watching, socializing at church and watching avoid making costly and ineffective marketing decisions.
TV, especially cultural and game shows. In Comfortably Retired, big-time excitement means bingo.
Determine where they live
P$YCLE NE works with all levels of geography,
which means you can discover where your current
customers or prospects live and locate more people
management, you can develop branch kits specific
to the types of customers that visit each location
as well as assess potential branch sites.
Make your data actionable
P$YCLE NE is nearly everywhere. It links with virtually
every major marketing database in the U.S., making
it a common language for integrated financial
marketing and wealth targeting. Consumer marketing
surveys, compiled direct mail lists and syndicated
marketing databases all link to P$YCLE NE, allowing
you to select survey samples by P$YCLE NE
segments or have your completed surveys or
customer data P$YCLE coded and profiled.
Claritas pioneered customer segmentation
systems for commercial use over 30 years
ago—giving you an insider’s view of your
customers and prospects. P$YCLE, the first
financial targeting system of its kind, provided
a standard way of sorting the population
into similar groups by demographics, lifestyle
and financial behaviors to provide you with
actionable target marketing information.
You benefit from new
statistical techniques
P$YCLE has been relied upon by many of the
nation's top financial institutions since 1987.
Because it has been used so vigorously, we have
the benefit of feedback from our clients, which
we then include in the system. The result is
a controlled process for producing the best
segmentation system possible. Claritas statisticians

Y1 F2
M3 M4
#49 like them, anywhere in the United States. Accurate have completely rebuilt P$YCLE by aggressively
Young Up & Comers Boomer Comfort
Suburban Achievers Upscale Empty Nests Loan Rangers geographic information is essential for effective site analyzing new data sources and utilizing advanced
05 Power Couples

$ selection, channel management, product distribution,
24 Young Climbers 09 Big Spenders
30 Fiscal Rookies 12 Jumbo Mortgagees
34 Online Living
39 ATM Nation
22 Bargain Lovers
25 Suburban Scramble
F3
Y2 Mass Middle Class
Metro Mainstream 31 Khakis & Credit
43 Forever Young 32 Family Sprawl
46 Settling Down 33 Cut-Rate Country
49 Loan Rangers 36 Paying It Down
50 Urban Essentials 37 Rural Roots
54 City Strivers 41 Finance Chargers
44 Homespun Families
LOW
Y3 F4
Fiscal Fledglings
Working-Class Country
55 Young & Thrifty
45 Greenback Acres
47 Middle Ages
56 Economizers
48 New Nests
57 Young Urban Renters
51 Starter Ranches
58 Bottom-Line Blues
52 Country Cottages
LIFESTAGE
statistical techniques to develop an entirely new
10 Capital Accumulators 08 Retiree Chic
14 Financial Independents 16 Leisure Land
17 Home Sweet Equity
21 Active Empty Nesters
18 Travel & Antiques
20 Comfortably Retired
media strategy and overall resource allocation. system. This third generation of P$YCLE breaks
One of the youngest segments, Loan with traditional clustering algorithms to embrace
M5 Rangers is a group of under-35-year-old Learn how and where you can reach them a new technology that yields better customer
Midscale Matures
26 Early-Bird Specials singles and couples leading mobile Once you understand your targets, you can use segmentation results; that’s why Claritas dubbed
27 Conservative Couples
28 Senior Solitaire lifestyles. These households form the P$YCLE NE to evaluate the best ways to reach it P$YCLE—The New Evolution.
38 Old Homesteaders
top-ranked market for student loans and them. For planning your media strategy, you can
M6 new car insurance, and they show strong learn which magazines and newspapers they read
Retirement Blues indices for personal loans, installment
29 Retirement Ready
and which TV, cable or radio shows they prefer.
35 Hunters & Collectors
40 Urbanistas
credit and interest checking. With their lower-middle incomes and low levels of assets, members of Loan For consumer targeting, you can define selection
42 Senior City Blues
53 Social Insecurity
Rangers are blasé about investing for retirement. However, they do buy a variety of insurance products, criteria for mailing lists and create versioned
including renters, medical and disability coverage, in part because they've recently changed jobs or scripts for your inbound call center. For channel
apartments. Away from work, they enjoy drinking, dancing, going online and checking out rap radio or
music magazines. Loan Rangers represents the top-ranked segment for Maxim, Allure and In Style.

Know your customers and prospects
with powerful customer segmentation
Today's consumers have high expectations for
personalized financial products and services. They
might consider your marketing offer...if you reach
them...and if you suggest to them something
they want...and if it’s on their terms. Your success
depends on finding your most profitable prospects
and then delivering what they’re most likely to buy.
But, what do you know about your most profitable
prospects? How do you reach them? How do you
get them to respond? The answer is simple:
P$YCLE’s customer segmentation tools.
Your best approach is to tailor your marketing
strategies to match your customers’ behaviors. With
Claritas’ latest financial customer segmentation
system, P$YCLE®—The New Evolution (P$YCLE
NE), you will deliver the right products to the right
people through the right channels—all at the right
time! P$YCLE NE distills an ocean of behavioral
and demographic data into an easy way to
identify, understand and target your customers
and prospects. By defining every household in
YOUNGER FAMILY
YEARS LIFE
HIGH
F1
Flourishing Families
07 Family Fortunes
15 Prosperous Parents
19 New Money
23 School Daze
terms of 58 behaviorally distinct segments,
P$YCLE NE helps you learn about their likes,
dislikes, lifestyles and purchasing behavior.
This evolutionary marketing tool provides a sound
basis for effective customer segmentation and
decision making across every aspect of consumer
marketing. Once you understand your customers
and prospects, you can target them more efficiently,
tailoring your message and products specifically to
them. The additional muscle of P$YCLE NE is its
ability to link household-level segment assignments
to a whole host of other databases. From financial
behaviors as measured by Claritas’ Market Audit®
survey, to insurance behaviors from our Insurance
AuditTM survey, to lifestyles and media preferences
from Mediamark Research Inc., this integrated
system provides a seamless transition across market
planning and site analysis to media strategy and
customer acquisition, cross-sell and retention.
The result? You’ll target more precisely while
maintaining links to geography and syndicated
market research.
MATURE
YEARS
M1
Financial Elite
01 The Wealth Market
03 Business Class
M2
Wealthy Seniors
02 Globetrotters
04 Golden Agers
06 Civic Spirits
11 Savvy Savers
13 Annuity-ville
#07
Family Fortunes Deliver results with P$YCLE NE
Your entire organization depends on you to
select the best targets and to maximize results.
The members of Family Fortunes rank at
You can put the 58 P$YCLE NE segments to work
the top in many financial categories
in a variety of ways to provide greater targeting
including: investing in futures and options,
precision for your marketing efforts. Here’s how
owning mutual funds and U.S. Savings
P$YCLE NE delivers your best consumers.
Bonds, and acquiring first mortgages
worth over $150,000. They need to.
These 35- to 54-year-old suburbanites Find your most profitable targets
have more children than any other P$YCLE NE segment. With high incomes and expensive homes, they P$YCLE NE links your customer data with survey
make a prime target for high-value life and homeowners’ insurance. No segment has more college-educated research, syndicated survey data and household-level
residents who enjoy an energetic lifestyle, traveling around the world, shopping at high-end department demographics. Any file that includes a consumer
stores, owning SUVs and enjoying pricey sports like skiing and tennis. Not surprisingly, their favorite types name and address can be P$YCLE NE-coded. If
of media include business and airline magazines, which they read at the highest rate in the nation. you don’t have a customer database, Claritas can
create a surrogate customer profile for you from
our warehouse of syndicated consumer surveys.
Either way, P$YCLE NE reveals which types of
consumers are most likely to use your product
#20 or service and allows you to group segments with
Comfortably Retired similar behaviors to realize the greatest targeting
efficiency and manageability.
The members of Comfortably Retired
Discover what your best targets are like
could be poster children for living below
Once you have identified and defined your targets,
one’s means. Despite their downscale
you can use P$YCLE NE to generate a thorough
incomes, these over-65 singles and
lifestyle portrait that reveals your targets’ predominant
couples have amassed solid, average-
sized portfolios of income-producing
lifestyle, hobby and product usage patterns. Armed
assets. And their investments include a with this customer segmentation information about
well-diversified mix of conservative CDs, fixed-rate annuities and U.S. savings bonds as well as more them, you can focus your product offering to what
adventurous stocks, variable-rate annuities and unit investment trusts. Together, these investments provide you know they value most. You can also find out how
Comfortably Retired households with tranquil lifestyles. With a disproportionate number of residents living your targets don’t spend their time and money to
in exurban areas, many households enjoy pursuits such as bird watching, socializing at church and watching avoid making costly and ineffective marketing decisions.
TV, especially cultural and game shows. In Comfortably Retired, big-time excitement means bingo.
Determine where they live
P$YCLE NE works with all levels of geography,
which means you can discover where your current
customers or prospects live and locate more people
management, you can develop branch kits specific
to the types of customers that visit each location
as well as assess potential branch sites.
Make your data actionable
P$YCLE NE is nearly everywhere. It links with virtually
every major marketing database in the U.S., making
it a common language for integrated financial
marketing and wealth targeting. Consumer marketing
surveys, compiled direct mail lists and syndicated
marketing databases all link to P$YCLE NE, allowing
you to select survey samples by P$YCLE NE
segments or have your completed surveys or
customer data P$YCLE coded and profiled.
Claritas pioneered customer segmentation
systems for commercial use over 30 years
ago—giving you an insider’s view of your
customers and prospects. P$YCLE, the first
financial targeting system of its kind, provided
a standard way of sorting the population
into similar groups by demographics, lifestyle
and financial behaviors to provide you with
actionable target marketing information.
You benefit from new
statistical techniques
P$YCLE has been relied upon by many of the
nation's top financial institutions since 1987.
Because it has been used so vigorously, we have
the benefit of feedback from our clients, which
we then include in the system. The result is
a controlled process for producing the best
segmentation system possible. Claritas statisticians

Y1 F2
M3 M4
#49 like them, anywhere in the United States. Accurate have completely rebuilt P$YCLE by aggressively
Young Up & Comers Boomer Comfort
Suburban Achievers Upscale Empty Nests Loan Rangers geographic information is essential for effective site analyzing new data sources and utilizing advanced
05 Power Couples

$ selection, channel management, product distribution,
24 Young Climbers 09 Big Spenders
30 Fiscal Rookies 12 Jumbo Mortgagees
34 Online Living
39 ATM Nation
22 Bargain Lovers
25 Suburban Scramble
F3
Y2 Mass Middle Class
Metro Mainstream 31 Khakis & Credit
43 Forever Young 32 Family Sprawl
46 Settling Down 33 Cut-Rate Country
49 Loan Rangers 36 Paying It Down
50 Urban Essentials 37 Rural Roots
54 City Strivers 41 Finance Chargers
44 Homespun Families
LOW
Y3 F4
Fiscal Fledglings
Working-Class Country
55 Young & Thrifty
45 Greenback Acres
47 Middle Ages
56 Economizers
48 New Nests
57 Young Urban Renters
51 Starter Ranches
58 Bottom-Line Blues
52 Country Cottages
LIFESTAGE
statistical techniques to develop an entirely new
10 Capital Accumulators 08 Retiree Chic
14 Financial Independents 16 Leisure Land
17 Home Sweet Equity
21 Active Empty Nesters
18 Travel & Antiques
20 Comfortably Retired
media strategy and overall resource allocation. system. This third generation of P$YCLE breaks
One of the youngest segments, Loan with traditional clustering algorithms to embrace
M5 Rangers is a group of under-35-year-old Learn how and where you can reach them a new technology that yields better customer
Midscale Matures
26 Early-Bird Specials singles and couples leading mobile Once you understand your targets, you can use segmentation results; that’s why Claritas dubbed
27 Conservative Couples
28 Senior Solitaire lifestyles. These households form the P$YCLE NE to evaluate the best ways to reach it P$YCLE—The New Evolution.
38 Old Homesteaders
top-ranked market for student loans and them. For planning your media strategy, you can
M6 new car insurance, and they show strong learn which magazines and newspapers they read
Retirement Blues indices for personal loans, installment
29 Retirement Ready
and which TV, cable or radio shows they prefer.
35 Hunters & Collectors
40 Urbanistas
credit and interest checking. With their lower-middle incomes and low levels of assets, members of Loan For consumer targeting, you can define selection
42 Senior City Blues
53 Social Insecurity
Rangers are blasé about investing for retirement. However, they do buy a variety of insurance products, criteria for mailing lists and create versioned
including renters, medical and disability coverage, in part because they've recently changed jobs or scripts for your inbound call center. For channel
apartments. Away from work, they enjoy drinking, dancing, going online and checking out rap radio or
music magazines. Loan Rangers represents the top-ranked segment for Maxim, Allure and In Style.

Know your customers and prospects
with powerful customer segmentation
Today's consumers have high expectations for
personalized financial products and services. They
might consider your marketing offer...if you reach
them...and if you suggest to them something
they want...and if it’s on their terms. Your success
depends on finding your most profitable prospects
and then delivering what they’re most likely to buy.
But, what do you know about your most profitable
prospects? How do you reach them? How do you
get them to respond? The answer is simple:
P$YCLE’s customer segmentation tools.
Your best approach is to tailor your marketing
strategies to match your customers’ behaviors. With
Claritas’ latest financial customer segmentation
system, P$YCLE®—The New Evolution (P$YCLE
NE), you will deliver the right products to the right
people through the right channels—all at the right
time! P$YCLE NE distills an ocean of behavioral
and demographic data into an easy way to
identify, understand and target your customers
and prospects. By defining every household in
YOUNGER FAMILY
YEARS LIFE
HIGH
F1
Flourishing Families
07 Family Fortunes
15 Prosperous Parents
19 New Money
23 School Daze
terms of 58 behaviorally distinct segments,
P$YCLE NE helps you learn about their likes,
dislikes, lifestyles and purchasing behavior.
This evolutionary marketing tool provides a sound
basis for effective customer segmentation and
decision making across every aspect of consumer
marketing. Once you understand your customers
and prospects, you can target them more efficiently,
tailoring your message and products specifically to
them. The additional muscle of P$YCLE NE is its
ability to link household-level segment assignments
to a whole host of other databases. From financial
behaviors as measured by Claritas’ Market Audit®
survey, to insurance behaviors from our Insurance
AuditTM survey, to lifestyles and media preferences
from Mediamark Research Inc., this integrated
system provides a seamless transition across market
planning and site analysis to media strategy and
customer acquisition, cross-sell and retention.
The result? You’ll target more precisely while
maintaining links to geography and syndicated
market research.
MATURE
YEARS
M1
Financial Elite
01 The Wealth Market
03 Business Class
M2
Wealthy Seniors
02 Globetrotters
04 Golden Agers
06 Civic Spirits
11 Savvy Savers
13 Annuity-ville
#07
Family Fortunes Deliver results with P$YCLE NE
Your entire organization depends on you to
select the best targets and to maximize results.
The members of Family Fortunes rank at
You can put the 58 P$YCLE NE segments to work
the top in many financial categories
in a variety of ways to provide greater targeting
including: investing in futures and options,
precision for your marketing efforts. Here’s how
owning mutual funds and U.S. Savings
P$YCLE NE delivers your best consumers.
Bonds, and acquiring first mortgages
worth over $150,000. They need to.
These 35- to 54-year-old suburbanites Find your most profitable targets
have more children than any other P$YCLE NE segment. With high incomes and expensive homes, they P$YCLE NE links your customer data with survey
make a prime target for high-value life and homeowners’ insurance. No segment has more college-educated research, syndicated survey data and household-level
residents who enjoy an energetic lifestyle, traveling around the world, shopping at high-end department demographics. Any file that includes a consumer
stores, owning SUVs and enjoying pricey sports like skiing and tennis. Not surprisingly, their favorite types name and address can be P$YCLE NE-coded. If
of media include business and airline magazines, which they read at the highest rate in the nation. you don’t have a customer database, Claritas can
create a surrogate customer profile for you from
our warehouse of syndicated consumer surveys.
Either way, P$YCLE NE reveals which types of
consumers are most likely to use your product
#20 or service and allows you to group segments with
Comfortably Retired similar behaviors to realize the greatest targeting
efficiency and manageability.
The members of Comfortably Retired
Discover what your best targets are like
could be poster children for living below
Once you have identified and defined your targets,
one’s means. Despite their downscale
you can use P$YCLE NE to generate a thorough
incomes, these over-65 singles and
lifestyle portrait that reveals your targets’ predominant
couples have amassed solid, average-
sized portfolios of income-producing
lifestyle, hobby and product usage patterns. Armed
assets. And their investments include a with this customer segmentation information about
well-diversified mix of conservative CDs, fixed-rate annuities and U.S. savings bonds as well as more them, you can focus your product offering to what
adventurous stocks, variable-rate annuities and unit investment trusts. Together, these investments provide you know they value most. You can also find out how
Comfortably Retired households with tranquil lifestyles. With a disproportionate number of residents living your targets don’t spend their time and money to
in exurban areas, many households enjoy pursuits such as bird watching, socializing at church and watching avoid making costly and ineffective marketing decisions.
TV, especially cultural and game shows. In Comfortably Retired, big-time excitement means bingo.
Determine where they live
P$YCLE NE works with all levels of geography,
which means you can discover where your current
customers or prospects live and locate more people
management, you can develop branch kits specific
to the types of customers that visit each location
as well as assess potential branch sites.
Make your data actionable
P$YCLE NE is nearly everywhere. It links with virtually
every major marketing database in the U.S., making
it a common language for integrated financial
marketing and wealth targeting. Consumer marketing
surveys, compiled direct mail lists and syndicated
marketing databases all link to P$YCLE NE, allowing
you to select survey samples by P$YCLE NE
segments or have your completed surveys or
customer data P$YCLE coded and profiled.
Claritas pioneered customer segmentation
systems for commercial use over 30 years
ago—giving you an insider’s view of your
customers and prospects. P$YCLE, the first
financial targeting system of its kind, provided
a standard way of sorting the population
into similar groups by demographics, lifestyle
and financial behaviors to provide you with
actionable target marketing information.
You benefit from new
statistical techniques
P$YCLE has been relied upon by many of the
nation's top financial institutions since 1987.
Because it has been used so vigorously, we have
the benefit of feedback from our clients, which
we then include in the system. The result is
a controlled process for producing the best
segmentation system possible. Claritas statisticians

Y1 F2
M3 M4
#49 like them, anywhere in the United States. Accurate have completely rebuilt P$YCLE by aggressively
Young Up & Comers Boomer Comfort
Suburban Achievers Upscale Empty Nests Loan Rangers geographic information is essential for effective site analyzing new data sources and utilizing advanced
05 Power Couples

$ selection, channel management, product distribution,
24 Young Climbers 09 Big Spenders
30 Fiscal Rookies 12 Jumbo Mortgagees
34 Online Living
39 ATM Nation
22 Bargain Lovers
25 Suburban Scramble
F3
Y2 Mass Middle Class
Metro Mainstream 31 Khakis & Credit
43 Forever Young 32 Family Sprawl
46 Settling Down 33 Cut-Rate Country
49 Loan Rangers 36 Paying It Down
50 Urban Essentials 37 Rural Roots
54 City Strivers 41 Finance Chargers
44 Homespun Families
LOW
Y3 F4
Fiscal Fledglings
Working-Class Country
55 Young & Thrifty
45 Greenback Acres
47 Middle Ages
56 Economizers
48 New Nests
57 Young Urban Renters
51 Starter Ranches
58 Bottom-Line Blues
52 Country Cottages
LIFESTAGE
statistical techniques to develop an entirely new
10 Capital Accumulators 08 Retiree Chic
14 Financial Independents 16 Leisure Land
17 Home Sweet Equity
21 Active Empty Nesters
18 Travel & Antiques
20 Comfortably Retired
media strategy and overall resource allocation. system. This third generation of P$YCLE breaks
One of the youngest segments, Loan with traditional clustering algorithms to embrace
M5 Rangers is a group of under-35-year-old Learn how and where you can reach them a new technology that yields better customer
Midscale Matures
26 Early-Bird Specials singles and couples leading mobile Once you understand your targets, you can use segmentation results; that’s why Claritas dubbed
27 Conservative Couples
28 Senior Solitaire lifestyles. These households form the P$YCLE NE to evaluate the best ways to reach it P$YCLE—The New Evolution.
38 Old Homesteaders
top-ranked market for student loans and them. For planning your media strategy, you can
M6 new car insurance, and they show strong learn which magazines and newspapers they read
Retirement Blues indices for personal loans, installment
29 Retirement Ready
and which TV, cable or radio shows they prefer.
35 Hunters & Collectors
40 Urbanistas
credit and interest checking. With their lower-middle incomes and low levels of assets, members of Loan For consumer targeting, you can define selection
42 Senior City Blues
53 Social Insecurity
Rangers are blasé about investing for retirement. However, they do buy a variety of insurance products, criteria for mailing lists and create versioned
including renters, medical and disability coverage, in part because they've recently changed jobs or scripts for your inbound call center. For channel
apartments. Away from work, they enjoy drinking, dancing, going online and checking out rap radio or
music magazines. Loan Rangers represents the top-ranked segment for Maxim, Allure and In Style.
 (800) 234-5973
claritas.com
#01
The Wealth Market
P$YCLE NE
When it comes to American affluence, Know your Customers and Prospects with Powerful Customer Segmentation
The Wealth Market is the number one-
home to the richest addresses in the
nation. Consisting of suburban couples
over age 55, this is where you’ll find
millionaires in the P$YCLE NE system.
Most of the households boast more than
$1 million in income-producing assets, investing in a broad range of stocks, corporate/municipal bonds,
mutual funds and real estate. These consumers also excel in buying annuities and other investment-style
life insurance products. In The Wealth Market, residents are known for both making money and spending
money in grand style, splurging on foreign travel and cultural events as well as hiring a small army of
financial managers, estate planners and full-service brokers-the better to accumulate more assets.

#25
Suburban Scramble
The most accurate and reliable organizing framework—a common language—for
Suburban Scramble is a diverse group of demographic updates understanding your customers, those of your
upper-middle-class homeowners from P$YCLE NE assignments and distributions are competitors, and the marketplace in general. It
suburban and city-fringe neighborhoods. updated annually to reflect the changes occurring should also move beyond your internal departments
Evenly split among singles, couples and in neighborhoods and households. Accurate and to empower your advertising agency, direct mail
families, these 35- to 54-year-olds share reliable demographic estimates and projections house, primary research provider, real estate
upscale financial profiles. They're more are critical to this process. Claritas has the most brokers and franchisees. More importantly,
likely than average Americans to use experienced staff of demographers in the industry. customer segmentation provides the link of tactics
platinum charge cards, invest in mutual funds and open traditional IRA and Roth IRA accounts. Many also They tap into hundreds of local government to strategy. In order to do this, segmentation needs
are receptive to insurance products, owning annuities and policies for disability and long-term care coverage. and private sources to develop current-year to be easily accessible everywhere. Only Claritas
In their free time, Suburban Scramble households pursue wide-ranging leisure activities such as golf and estimates and five-year projections for thousands can do that.
boating as well as nightclubbing and mountain biking. Their media preferences are similarly eclectic; they of demographic items at all levels of geography
listen to sports and news radio, read Vanity Fair and Car & Driver, and frequent auction and job websites. for the entire U.S. The accuracy and reliability Integration of your marketing message is perhaps
of Claritas’ estimates has been proven time and the best way to cut through the near-constant
time again. In fact, several state courts have barrage of market messaging that leads to consumer
even permitted the use of Claritas’ estimates burnout. To reach today’s marketing-savvy consumer,
as “admissible evidence” in cases involving site you need to have the right message, in the
#39 location disputes between a parent company right media, at the right time—all the time. Ask
ATM Nation
and their franchisees. yourself—does your outdoor advertising tie into
your direct mail campaigns? How about your
Young, single and hip, the members of Segmentation—more than a score television and print strategies? Radio? Internet?
ATM Nation are, nevertheless, financially While there are many powerful applications in direct In-branch promotions? Successful financial marketers
unsophisticated. Many of these city mail, customer segmentation is not a list-scoring know the power of integrated marketing and the
apartment dwellers boast enviable model, as its purpose is much broader and more common language that customer segmentation
incomes, but have yet to accumulate strategic than any one application. Customer can provide for those efforts. Successful financial
appreciable assets. They rarely set foot segmentation provides your organization with an marketers use P$YCLE NE.
inside banks, preferring to use ATMs and
online bill-paying when accessing their interest checking accounts. They also prefer to go online to buy a
handful of insurance products-auto, term life and renters insurance. Despite paying off student and
personal loans, ATM Nation residents can afford rich lives offline, showing high indices for traveling
abroad, skiing and playing tennis. When it comes to media, no segment scores higher for listening to
NPR, watching MTV and reading GQ, Vanity Fair, New York and The New York Times. Begin understanding your best customers and prospects with P$YCLE NE segmentation.
Call (800) 234-5973 for more information or visit claritas.com.
FS_COL_3031_1106
©2006 Claritas Inc. All rights reserved. P$YCLE is a trademark of Claritas Inc.
 (800) 234-5973
claritas.com
#01
The Wealth Market
P$YCLE NE
When it comes to American affluence, Know your Customers and Prospects with Powerful Customer Segmentation
The Wealth Market is the number one-
home to the richest addresses in the
nation. Consisting of suburban couples
over age 55, this is where you’ll find
millionaires in the P$YCLE NE system.
Most of the households boast more than
$1 million in income-producing assets, investing in a broad range of stocks, corporate/municipal bonds,
mutual funds and real estate. These consumers also excel in buying annuities and other investment-style
life insurance products. In The Wealth Market, residents are known for both making money and spending
money in grand style, splurging on foreign travel and cultural events as well as hiring a small army of
financial managers, estate planners and full-service brokers-the better to accumulate more assets.

#25
Suburban Scramble
The most accurate and reliable organizing framework—a common language—for
Suburban Scramble is a diverse group of demographic updates understanding your customers, those of your
upper-middle-class homeowners from P$YCLE NE assignments and distributions are competitors, and the marketplace in general. It
suburban and city-fringe neighborhoods. updated annually to reflect the changes occurring should also move beyond your internal departments
Evenly split among singles, couples and in neighborhoods and households. Accurate and to empower your advertising agency, direct mail
families, these 35- to 54-year-olds share reliable demographic estimates and projections house, primary research provider, real estate
upscale financial profiles. They're more are critical to this process. Claritas has the most brokers and franchisees. More importantly,
likely than average Americans to use experienced staff of demographers in the industry. customer segmentation provides the link of tactics
platinum charge cards, invest in mutual funds and open traditional IRA and Roth IRA accounts. Many also They tap into hundreds of local government to strategy. In order to do this, segmentation needs
are receptive to insurance products, owning annuities and policies for disability and long-term care coverage. and private sources to develop current-year to be easily accessible everywhere. Only Claritas
In their free time, Suburban Scramble households pursue wide-ranging leisure activities such as golf and estimates and five-year projections for thousands can do that.
boating as well as nightclubbing and mountain biking. Their media preferences are similarly eclectic; they of demographic items at all levels of geography
listen to sports and news radio, read Vanity Fair and Car & Driver, and frequent auction and job websites. for the entire U.S. The accuracy and reliability Integration of your marketing message is perhaps
of Claritas’ estimates has been proven time and the best way to cut through the near-constant
time again. In fact, several state courts have barrage of market messaging that leads to consumer
even permitted the use of Claritas’ estimates burnout. To reach today’s marketing-savvy consumer,
as “admissible evidence” in cases involving site you need to have the right message, in the
#39 location disputes between a parent company right media, at the right time—all the time. Ask
ATM Nation
and their franchisees. yourself—does your outdoor advertising tie into
your direct mail campaigns? How about your
Young, single and hip, the members of Segmentation—more than a score television and print strategies? Radio? Internet?
ATM Nation are, nevertheless, financially While there are many powerful applications in direct In-branch promotions? Successful financial marketers
unsophisticated. Many of these city mail, customer segmentation is not a list-scoring know the power of integrated marketing and the
apartment dwellers boast enviable model, as its purpose is much broader and more common language that customer segmentation
incomes, but have yet to accumulate strategic than any one application. Customer can provide for those efforts. Successful financial
appreciable assets. They rarely set foot segmentation provides your organization with an marketers use P$YCLE NE.
inside banks, preferring to use ATMs and
online bill-paying when accessing their interest checking accounts. They also prefer to go online to buy a
handful of insurance products-auto, term life and renters insurance. Despite paying off student and
personal loans, ATM Nation residents can afford rich lives offline, showing high indices for traveling
abroad, skiing and playing tennis. When it comes to media, no segment scores higher for listening to
NPR, watching MTV and reading GQ, Vanity Fair, New York and The New York Times. Begin understanding your best customers and prospects with P$YCLE NE segmentation.
Call (800) 234-5973 for more information or visit claritas.com.
FS_COL_3031_1106
©2006 Claritas Inc. All rights reserved. P$YCLE is a trademark of Claritas Inc.