What is Target Analytics Affluence?

Target Analytics Affluence is a set of 5 Attributes that provides clients with wealth-related data on their prospects.  This article gives a summary on what Target Analytics Affluence is and lists frequently asked questions.
 
All attributes are appended at the household level and are determined using predictive modeling.  Variables utilized include both directly measured data at the household level, as well as appended financial, behavioral, demographic and econometric data on the household and zip+4 basis.
 
The Attributes returned are:
 
  • Annual Income-  Currency value estimating annual income, including salary, rental income, investment income and all other income-related categories
  • Net Worth- Currency value estimating net worth, including real property, second homes, commercial businesses, investment deposits, etc.
  • Invested Assets- Currency value estimating invested assets, including securities, annuities, life insurance, savings bonds, checking accounts and savings accounts.
    • Note: clients with the Enterprise version of Target Analytics Affluence will also receive individual sub-breakouts for checking, savings, securities, savings bonds, life insurance and annuities
  • Discretionary Spending- Currency value estimating discretionary spending, such as dining out, entertainment, apparel, education, travel and philanthropy
    • Note: clients with the Enterprise version of Target Analytics Affluence will also receive individual sub-breakouts for dining out, entertainment, apparel, education, philanthropy, domestic travel and international travel
  • Wealth Segmentation – an alpha-numeric segmentation that is assigned to each household by combining the four wealth attributes above (Income, Net Worth, Invested Assets and Discretionary Spending) and philanthropic tendencies.  A brief description of each segment follows.
 
SegmentSub-SegmentDefinition% of US PopulationKnown PhilanthropyAnnual IncomeNet WorthInvested AssetsDisc. Spending
A Philanthropists8%Yes$210k$2.1m$1.7m$15.8k
 A1High Net Worth Philanthropists0.5%Yes$368k$7.2m$6.1m$24.0k
 A2Financially Secure Philanthropists0.8%Yes$284k$3.9m$3.3m$20.0k
 A3Upwardly Mobile Philanthropists7.0%Yes$190k$1.5m$1.1m$14.8k
B Humanitarians13%Yes$72k$336k$195k$9.6k
 B1Steady Humanitarians2.7%Yes$94k$549k$342k$10.3k
 B2Devoted Humanitarians6.3%Yes$83k$375k$222k$9.9k
 B3Faithful Humanitarians4.4%Yes$44k$151k$66k$8.6k
C Casual Donors35%Yes$72k$273k$159k$9.3k
 C1Middle Class Casual Donors5.7%Yes$119k$555k$360k$10.9k
 C2Working Class Casual Donors8.3%Yes$55k$150k$70k$8.7k
 C3Marginal Casual Donors4.7%Yes$70k$336k$201k$9.7k
 C4Sporadic Casual Donors16.7%Yes$65k$220k$121k$9.0k
D Enigmas4%No$188k$987k$693k$19.4k
 D1Affluent Enigmas4%No$188k$987k$693k$19.4k
E The Masses40%No$54k$175k$95k$8.7k
 E1Blue Collar Masses17.4%No$62k$246k$148k$9.4k
 E2Non-Starter Masses22.0%No$48k$119k$54k$8.1k

For more information on the specific demographic and behavioral characteristics associated with each Wealth Segment, please click the attachment below.
 
 
  Wealth Segmentation Definitions.pdf

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