MAY 2009 - WealthBase Gives Marketers Fresh Insights Into NZ's Wealthiest Households
Veda Advantage, New Zealand’s largest credit information provider, has partnered with database specialist Baton to launch WealthBase, a powerful new database solution for marketers wanting to target the country’s wealthiest investors.
WealthBase is modelled from Baton’s AssetBase, a database of New Zealand’s top equity portfolio owners, by equity portfolio value.
Modelled on the investment behaviours and asset holdings (including equities, land and motor vehicles) of the country’s top 15,000 investors, WealthBase is New Zealand’s most in-depth investment behaviourally based data set. It encompasses the wealthiest 10% of households.
Nick Foster, Solutions Manager for Veda Advantage Solutions Group, says WealthBase participating households have been identified using a series of advanced statistical models, the output of which was compared to other models to ensure that “predictiveness” is optimised.
“Application of the WealthBase model identifies households, against which owner/occupier records have been matched from Veda Advantage’s privacy-compliant consumer data,” Mr Foster says.
“Whilst wealth can mean different things to different people, the real value of WealthBase lies in its structure – a three-tiered segmentation that identifies the unique investment preferences, outlooks and stages of wealth creation of the country’s wealthiest individuals and households.”
The three WealthBase tiers that have emerged through analysis and modelling of AssetBase are sub-segments within the most affluent New Zealand households, delineated first and foremost by behaviours, then, land and other asset holdings and finally geodemographic composition.
The three WealthBase segment descriptions are:
• Affluent Investors – generally from the most affluent sectors of the community, consisting of the wealthiest individuals living in the country’s most prestigious areas.
• Aspiring Investors – this segment depicts a broader range of individuals at different wealth stages that coincide with life stage.
• Safe Haven Investors – have a range of investments. Not only do they have a high likelihood of investing in shares but they are also more likely to invest in property.
“WealthBase’s segmentation approach gives marketers previously unavailable access to invaluable information about the country’s wealthiest investors and consumers,” Mr Foster says.
About Veda Advantage – www.vedaadvantage.com
Veda Advantage facilitates credit reference checks for New Zealand’s major banks and lenders, and underpins the ability of consumers to exercise choice in relation to consumer credit products. Veda Advantage holds files on around 97.5% of the individual credit-active population and 100% of the commercial credit-active population in New Zealand.
About Baton – www.baton.co.nz
Baton Limited is an independent company that filters and presents information to consumers and businesses. Its interest is in opportunities and developments of all kinds which improve quality of life and profitability of business.
Send this page to a friend