Consumer Segmentation (IMR CCAMS + Claritas PRIZM)

CCAMS + PRIZM

Most aftermarket marketing decisions rest on demographics such as age, income, vehicle type. That’s a starting point, CCAMS + PRIZM goes deeper.

By integrating IMR’s CCAMS consumer behavior data with Claritas’ PRIZM Premier segmentation, we connect what consumers are actually doing in the aftermarket with who they are, where they live, what media they consume, and what motivates them. The result is a targeting capability that didn’t previously exist for this industry.

What the integration unlocks

Precision segmentation — Move beyond broad demographics to identify the specific consumer segments driving purchase activity in your category. Not just “DIYers” — but which DIYers, where they’re concentrated, and how to reach them.

Behavior-linked psychographics — PRIZM ties actual parts and service purchase behavior to lifestyle, media habits, and consumer preferences. You can see not just who’s buying brake pads, but how those buyers think, what they watch, and where they spend their time online and offline.

DIY vs. DIFM targeting at the category level — One of the most persistent gaps in aftermarket marketing has been the inability to differentiate DIY and DIFM consumers with enough granularity to act on it. This integration closes that gap, category by category.

Media planning support — Connect segment behavior directly to media consumption patterns, so your campaign targeting is grounded in actual purchase data rather than assumed audience profiles.

CCAMS already tells you what’s happening in the market. PRIZM tells you who’s driving it and how to find them. Together, they give manufacturers and marketers a tool built specifically for the complexity of the automotive aftermarket consumer.