Nielsen Claritas is the preferred choice of Fortune 500 companies who wish to optimize their customer targeting, media strategies and site analysis decisions. Nielsen Claritas helps business attract the best customers through understanding the demographic characteristics, lifestyle behaviors and purchase preferences that drive customer decisions. Nielsen Claritas solutions answer questions such as:
-Who are my customers?
-How should I manage my locations to maximize profits?
-What media will best capitalize on marketing dollars?

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Why do demographics matter?
http://en-us.nielsen.com/main/insights/consumer_insight/issue_16/why_do_demographics