SOURCE: Claritas Inc.

November 13, 2006 10:39 ET

Claritas Introduces ATM Location Dataset

Location-Specific Dataset Sourced From MasterCard Worldwide

SAN DIEGO, CA -- (MARKET WIRE) -- November 13, 2006 -- Claritas Inc., the premier provider of intelligent marketing information and target marketing services, announced today the release of the Claritas ATM Location Dataset, a proprietary dataset of MasterCard Advisors and MasterCard Location Services, that provides access to the most comprehensive, up-to-date and accurate ATM location data available.

Jane Crossan, Claritas Vice President and Practice Leader for its Financial Services Group, said the dataset, which contains nearly 400,000 U.S. locations, is available for importing into Claritas spatial applications, Claritas network optimization models and other spatial applications.

"As a main customer touch point, ATMs are critical to a bank's ability to service its customer base. Since customers associate a bank's brand with service, we see ATMs as a key component in network optimization studies that Claritas would conduct through Integras, our advanced analytical and modeling services division," Crossan said.

"Moreover, ATMs not only promote branding, but can provide a connection to customers through personalized marketing messages," she added.

Crossan said that in addition to the locational information, the dataset also provides other supportive data. Some of the features include:

--  Bank/Retail Outlet Name -- Name of the business that houses the ATM.
--  Location Type -- A description of up to 19 types of businesses in
    which the ATM is located, as well as the Primary SIC and Primary NAICS
    codes of the business.
--  Address -- Complete geo-code including postal code, census
    designations and latitude and longitude coordinates to allow for mapping
    and other GIS applications.
--  Airport Code -- The three letter alpha code for an airport.
--  Availability -- Hours ATM location is open to public.
In total, these features, when integrated with applications and other marketing data from Claritas, will allow users to:
--  Screen on a bank name to identify their network vs. the competition.
--  Associate the demographics and market segments (such as "Heavy ATM
    Users") with the trade area and network of the ATM.
--  Identify pockets of opportunity for future ATM placement.
--  Ensure that a brand is reaching the best customers and prospects
    through effective ATM placement.
--  Enhance channel marketing by selecting ATMs for feature upgrades and
    personalization to increase customer satisfaction.
For more information on ATM dataset and its other features call 1-800-866-6520, ex. 516, or go to

About Claritas

Since 1971, San Diego-based Claritas has been the pre-eminent source of accurate, up-to-date marketing information about people, households and businesses within any geographic area in the United States. Its target marketing services are aimed at reducing the cost of customer acquisition and growing customer value. Claritas offers industry-leading consumer segmentation systems, consulting services and software applications for site and market analysis, advertising sales and customer targeting. Claritas is a division of VNU, a world-leading information and media company that includes ACNielsen, Nielsen Media Research, Spectra Marketing Systems and Scarborough Research, among others. To learn more about Claritas and VNU products and services visit their web sites at and

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