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Data

DELTA

For granular analysis of Canadian markets and consumers

 

DELTA classifies every postal code in Canada into one of 150 segments based on key dimensions such as age, income, education, marital status and dwelling type. While PRIZM was developed for 67 lifestyle types, DELTA classifies every postal code as one of 150 segments to provide finer analysis of the lifestyles and values of Canadians.

The system was developed to help marketers reach today’s consumers in an era of new mobile and digital advertising channels. Organizations are striving to find high-value customers and rely on DELTA to provide more choices to differentiate customers for profiling and modelling applications. It has proven to be particularly useful in rural targeting and when trying to engage the sub-populations found within PRIZM segments.

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Advanced modelling

Access data variables at a more granular level to inform complex modelling and projects

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Find niche markets

Reach rural communities and sub-populations within PRIZM segments

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150 customer segments

Profile and target consumers with greater precision using Delta's 150 unique lifestyle segments

Want to know more about DELTA?

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An in-depth framework to understand Canadian markets

For businesses and organizations who want more choice to differentiate customers for profiling, modelling, and marketing applications.

  • 150 customer segments to illustrate the variety of Canada’s lifestyles.
  • Information is available at all levels of geography down to the postal code (FSALDU) level.
  • Built with psychographic information to better understand the drivers behind behaviours and consumer choices.
  • Advanced targeting to reach rural communities and sub-populations within PRIZM segments.
  • Built by Canada’s leading demographic experts.

 

    Canada Dot Map with PRIZM Segment Images


    Industry Applications

     

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    Insurance companies can link DELTA to their CRM data to create more robust consumer segment profiles and identify their most profitable segments. The insights generated can help users develop effective strategies for prospecting and attracting new clients.

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    Marketers use DELTA when analyzing different trade areas to determine the best media mix and messages to reach their target audiences.

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    Media companies can create more defined target groups using DELTA segments to help locate areas with high-value customers and provide guidance for more targeted delivery of digital advertising.

    Is DELTA too granular for your application?

    Try PRIZM instead.

    Frequently Asked Questions

    Why is there a need for DELTA? keyboard_arrow_down

    Certain market analyses require finer detail than the 67 segments featured in PRIZM. DELTA’s 150 segments are especially helpful for reaching areas with low populations and when selecting target audiences among, mobile and digital channels.

    DELTA helps to answer key questions about customers like:

    • Who are they? (Age, wealth, diversity, education)
    • What are they like? (Sports, leisure, arts, spending)
    • Where do they live, work and shop?
    • How do they think? (Psychographics, values)
    • How can they be reached? (Media preferences)

    How often is DELTA updated? keyboard_arrow_down

    DELTA undergoes an annual update, but the latest edition represents a complete rebuild, which occurs after every ten years—the time it takes for new neighbourhood formation.

    What are some of the changes in the new DELTA? keyboard_arrow_down

    The exurban classification disappeared as a result of suburban sprawl absorbing exurban communities. In addition, a new urbanity classification, “urban fringe,” emerged in major cities between urban and suburban areas. This category captures once-suburban areas that have become more urbanized as cities expanded over the last 30 years.

    For additional product information, such as release notes, metadata, technical documents, glossaries and training materials, please visit our community site.

    Did the number of segments change since the last DELTA edition? keyboard_arrow_down

    DELTA undergoes an annual update, but the latest edition represents a complete rebuild, which occurs after every ten years—the time it takes for new neighbourhood formation.

    Is DELTA privacy-compliant? keyboard_arrow_down

    Yes. DELTA is created using anonymized, geodemographic or survey data at the postal code level in Canada. We do not collect, use or disclose any personally identifiable information on any individual or household (PII).

    Read more about our privacy policy here.

    What demographic trends can be seen in DELTA? keyboard_arrow_down

    Among the key demographic trends evident in DELTA are the aging Baby Boom population, the growing prominence of Millennials, more condo dwellers and high-rise neighbourhoods, more older children living at home and increasing cultural diversity, especially beyond Toronto and Vancouver.  

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