SAN DIEGO--(BUSINESS WIRE)--Dec. 20, 2001--
Vail Data Coded With PRIZM(R) Data To Enhance Target Marketing Strategy
Through a newly-signed agreement with Vail Resorts Inc. (NYSE:MTN), Claritas Inc., the premier provider of intelligent marketing information and target marketing services, has developed a high-end customer segmentation system to provide rich and vivid data on customer demographics, lifestyles and consumer behavior patterns.
Vail Resorts is very excited to be working with Claritas. Their ability to complement our customer database with meaningful demographic, lifestyle and behavioral data will greatly aid Vail Resorts in continuing to provide world-class service to our guests while increasing our ability to reach new guests, said Corey M. Ryan, director of electronic marketing.
Claritas Vice President David Larson, who spearheaded the agreement, said that by combining Vail Resorts data with the PRIZM(R) segmentation system Claritas can not only profile the demographics and lifestyles of Vail Resorts' customers, but also their travel and leisure activities, financial behaviors, media usage and Internet activity, as well.
Vail Resorts will utilize the data initially to create targeted offers and to identify other high potential prospects for the company's various resort properties, he said.
Also noteworthy is our use of performance measures involving, in part, analysis of which PRIZM(R) segments were the most responsive to Vail Resorts' marketing programs, allowing the client to quantify both the effectiveness and return-on-investment from our efforts, said Larson.
Larson continued, We are committed to providing Vail Resorts with the most accurate and comprehensive market level data and very excited to be associated with such a dynamic company.
By using customer and transactional data with PRIZM(R), Claritas' signature lifestyle segmentation system, U.S. households can be classified into one of 62 unique neighborhood types or clusters, each with a different name. The clusters are ranked in descending, socio-economic order from Blue Blood Estates to Hard Scrabble, and not only capture the diversity of America's neighborhoods, but also provide a reliable framework for companies to market their goods and services.
About Vail Resorts
Vail Resorts Inc. is the premier mountain resort operator in North America. The company operates the Colorado mountain resorts of Vail, Beaver Creek, Breckenridge and Keystone, and the Grand Teton Lodge Company in Jackson, Wyo. The Vail Resorts corporate Web site is www.vailresorts.com and the consumer Web site is www.snow.com. Vail Resorts is a publicly held company traded on the New York Stock Exchange (NYSE:MTN).
About Claritas
Based in San Diego, Claritas Inc. is regarded as the premier worldwide provider of precision marketing solutions, developed, in part, through intricate customer segmentation systems and other such marketing tools. Along with MicroVision, its PRIZM system, introduced in 1974, is widely acclaimed for identifying, locating and targeting customers and best prospects. Claritas is a division of VNU Marketing Information Inc. (VNU MI Inc.), an established leader in providing a wide variety of industries with innovative precision-marketing solutions including geodemographic information and qualitative audience research. VNU MI Inc. is a subsidiary of VNU Inc., which also includes Nielsen Media Research, Bill Communications, BPI Communications, SRDS, VNU eMedia, and VNU Expositions. To learn more about Claritas' products and services visit its Web site at www.claritas.com.
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