Smart segmentation: 12 ways to reach people based on how they drive

Using data for market segmentation is not a new concept. In fact, it seems like everyone is doing it – from Fortune 500 companies to smaller, local businesses. And while this means marketers are effectively using the tools in their toolbox (woohoo 🙌), it also means they need to think outside of the box to stay competitive when it comes to catching consumers’ attention and interest.  

One of my personal favorites is DoorDash, which focuses its marketing efforts on two main segments: “Young professionals” and “families with small children.” Although demographic and geographic data is a helpful start, insight into behavioral and psychographic factors go a long way to get the right message in front of the right consumers.   

And for you and your market segments, the key to those insights may be driving behavior data.   

What is the benefit of driving behavior-based segmentation?  

By now, you’ve hopefully heard that Arity enables marketers to reach U.S. drivers at scale based on how, when, and where they drive. This is a super powerful tool for auto insurance carriers, in particular, to strategically reach different segments of drivers based on levels of driving risk.   

But did you know that marketers, beyond auto insurance, can also reach consumers based on a whole host of other driving-related behaviors?  

With the right audiences in mind, marketers can reach prospects meaningfully with relevant messaging based on consumers’ movements and driving experiences – ultimately boosting conversion rates and overall ROI. 

How can marketers segment consumers based on driving behavior? 

With more than 40M connections to U.S. drivers, Arity has the world’s largest driving behavior database for targeted marketing – which empowers us to offer valuable market segments related to driver risk, mileage, commuting habits, and more.   

Here’s just a partial list of driving behaviors marketers can target using Arity Audiences within the Arity Marketing Platform:  

1. Freeway versus local road driving 
2. Miles driven annually  
3. Hours spent at the wheel 
4. Daily work commuters 
5. Number of stops made daily 
6. High insurance premium customers 
7. Frequent drives past a certain location 
8. Number of drivers per week and month 
9. Frequent speeding 
10. Distracted driving 
11. Tire wear and tear 
12. Weekend miles driven  

Who should leverage driving behavior-based segmentation?  

While there are so many potential use cases for these audience segments, as they can benefit a wide variety of marketers, here are a few examples:  

• Auto manufacturers and dealers can reach weekend road trippers, who need space for luggage and sports equipment; short-distance drivers, who are more likely to buy an electric vehicle; or safety-focused family drivers, who are likely to prioritize safety features. 

• Auto aftermarket and car accessory brands can target long-distance drivers, who are likely to put more wear and tear on their vehicles or who are looking for comfort accessories for their long-haul drives.
   

• Retail and quick-service restaurant (QSR) stores can reach consumers who often drive past their locations as well as understand where else they stop and go along the way. 

• Fuel & convenience stores can reach consumers who drive long distances and frequently pass by their locations, as they will likely need to gas up and grab some snacks for the road. 

Want to learn how driving data can level-up your next campaign to catch consumers’ attention and interest? Let’s start a conversation about which Arity Audiences can help drive your marketing and overall company goals.