Claritas Reshapes the Market and Site Evaluation Process With the Launch of an Innovative Software Application; iMODEL Combines ``Best In Breed'' Data, Statistical Analysis and Software

Business Wire, March 13, 2002

Business Editors

SAN DIEGO--(BUSINESS WIRE)--March 13, 2002

The Analytical Services Group (ASG) of Claritas Inc., the premier provider of intelligent marketing information and target marketing services, announced today the introduction of iMODEL -- a state-of-the-art site and market assessment application that leverages Claritas' high-end site models into an integrated, easy-to-use system.

Claritas Vice President Dave Larson, who heads up the iMODEL initiative, said, "What distinguishes iMODEL is its multi-dimensional functionality. It rapidly scores and ranks markets, optimizes sites within a market and generates performance predictions based on the best combinations of client data, consumer demand and competitive factors."

As for comparative analyses, it can assess entire markets or work on a site-by-site basis, he added.

Ray Major, Claritas senior vice president and chief customer advocate, said iMODEL was the result of Claritas responding to the customers' need for a software delivery system that deploys site models company-wide in order to leverage more value from both Claritas' and the customer's data assets.

"iMODEL is a strategic initiative that rounds out more than a decade of providing quality modeling services to many of the Fortune 500 companies. With it, we can now offer a soup to nuts solution that integrates with Claritas' standard data products and software delivery platforms," Major said.

The key elements, Larson explained, to how iMODEL solves site location issues are:

-- Speed and accuracy in one integrated package that includes a comprehensive
GIS engine.

-- Results generated in multiple formats, including tabular data, printed
reports and maps.

-- The most favorable combination of market sites, based on characteristics
that can affect a store's performance.

-- Accurate "what-if" scenarios for any combination of real estate choices,
site types and geographies.

-- Rapid, consistent and quantitative assessment of markets and sites.

About Claritas

Based in San Diego, Claritas Inc. is regarded as the premier worldwide provider of precision marketing solutions, developed, in part, through intricate customer segmentation systems and other such marketing tools. It is a division of VNU Marketing Information Group (VNU MIG), an established leader in providing a wide variety of industries with innovative precision-marketing solutions including geodemographic information and qualitative audience research. VNU MIG is a subsidiary of VNU Inc., that also includes Nielsen Media Research, Bill Communications, BPI Communications, SRDS, VNU eMedia, and VNU Expositions. To learn more about Claritas' products and services visit its Web site at www.claritas.com.