Claritas Signs Additional Sales Contract With ANC Rental Corp.; Customer Segmentation System To Be Utilized By Subsidiary National Car Rental

14 December 2000

Claritas Signs Additional Sales Contract With ANC Rental Corp.; Customer Segmentation System To Be Utilized By Subsidiary National Car Rental

    SAN DIEGO--Dec. 14, 2000--Claritas Inc., the premier provider of intelligent marketing information and target marketing services, today announced it has signed an additional sales contract with ANC Rental Corp. to provide a customer segmentation system for its subsidiary, National Car Rental, adapted from the long-standing, Claritas MicroVision system.
    Financial terms of the contract were not disclosed.
    ANC is an existing client through another subsidiary, Alamo Rent-A-Car, which has been successfully applying a similar system over the last two years, said Claritas President and CEO Bob Nascenzi.
    Nascenzi said the new agreement is "clear evidence" of how the MicroVision system has worked effectively to bolster the bottom line. "Alamo's segments worked so well the company saved $1 million in 1999 in their newspaper advertising alone while increasing the effectiveness of the buy. As a result, ANC asked us to do the same for National's customers," Nascenzi said.
    Cheryl Baylor, ANC's director of database marketing, said that the custom segmentation analysis for the Alamo customer base has positively affected marketing efforts in numerous ways, ranging from mass media buys to Internet efforts to direct mail. "Gaining a deeper understanding of our customers, their demographics, and their buying habits has proved to be invaluable, and we are elated to have the opportunity to extend the system to another of the ANC companies," she said.
    MicroVision, which was created in 1991 and annually updated, classifies every U.S. household into one of 95 unique market segments based on demographic, lifestyle, socioeconomic, buying, media and behavior characteristics of households within a ZIP+4 geography. For National, these 95 clusters will be condensed into custom groups using actual customer data.
    "It will be designed to provide National with the ability to better target and reach their unique client base," said Nascenzi.

    About ANC Rental Corp.

    ANC Rental Corp., headquartered in Fort Lauderdale, is one of the world's largest car rental companies with annual revenue of approximately $3.5 billion in 1999. ANC Rental Corp., the parent company of Alamo and National, has more than 4,000 locations in 69 countries and employs approximately 22,000 associates worldwide.

    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.