From a ZIP code we now know the level of interest, price, placement, products, and language this consumer cluster is coming from. The offers and ads presented to them should take this into consideration.   A more specific profile can be generated from a consumer address, and household demographics from such firms as Claritas, Equifax or Trans Union.  Aside from enhancing the precision of offers based on lifestyle consumer clusters, there is also the leveraging of the Geolocation of their IP address.

Behavioral analytics may also involve the integration and analysis of online and offline information.  This includes a mixture of offline demographics and online clickstream data as well as wireless WAP type of information.  Two major traditional data aggregators Acxiom.com and Experian.com are offering streams of real-time demographics and lifestyle information for behavioral analytics to marketers and advertisers, as well as enterprises.     

These demographics data products are design to predict consumer response and life time value.  Marketers and advertisers can use these real-time demographics to enhance their cookie, registration and other operational databases in order to improve their online sales via segmented behavioral analytics based on a combination of online behavior and offline lifestyle clusters.

Demographics providers are merging their household clusters of millions of US households in the form of networked cookies to target online ads for behavioral analytics.  These new demographic cookies offerings contain lifestyle information allowing an enterprise which subscribes to these demographic networks to target specific ads for specific lifestyle groups.  So that for example, those in the household cluster of say “Cartoons & Carpools” would get shown online ads for minivans rather than sports cars. Or, those consumers coming from a ZIP code with a high concentration of apartments would be shown an ad for a window air conditioner rather than one with remote controls designed for central heating.

Experian real-time marketing service validates a consumer’s name and address against their own information and returns relevant data for websites to use, including demographics and diagnostic information.  The Acxiom product is Relevance-X an online advertising network dedicated to deliver relevant offers based on the uses of their demographics to the right consumers. Acxiom also acquired Kefta a web site personality company.