Digital Sinus-Milieus® in AIlon: from analysis to campaign in no time at all
New co-operation combines social and target group research with efficient campaign planning on one platform.
In a groundbreaking collaboration with the SINUS Institute, ERASON, developer of the AIlon market and consumer research platform, has digitised the Sinus-Milieus and integrated them into AIlon. This represents a milestone for the marketing and communications industry. Companies can now assign their target groups to the renowned Sinus-Milieus in just a few minutes and activate them directly across media - quickly, precisely and efficiently.
Target group gold standard goes AI
For decades, the Sinus-Milieus have been considered the gold standard of target group research. With over 40 years of experience in values and lifeworld research and around 100,000 representative interviews per year, the SINUS Institute offers an in-depth understanding of our society.
By integrating it into ERASON's AI-supported AIlon platform, this powerful target group tool is now operationalised for planning purposes. Companies can create their target groups in AIlon in less than ten minutes and receive a precise intersection with the Sinus-Milieus including milieu-specific activation parameters - automated and in record time.
"The Digital Sinus-Milieus combine scientifically sound target group segmentation with state-of-the-art activation technology," explains Niklas M. Mrutzek, Executive Partner, Clients & Innovation at ERASON. "The result offers a new level of efficiency in addressing target groups as well as the timeliness and scope of the data."
From the potato graphic to the targeted campaign
With just a few clicks, companies can analyse their target groups on the interactive AIlon dashboard interface: The well-known "potato graphic" shows at a glance how strongly target groups are represented in the individual milieus. The platform also provides comprehensive data on socio-demographics, lifestyle, consumer behaviour and media usage - and identifies the optimal digital media channels.
The real revolution: AIlon automatically translates the insights gained into specific targeting parameters that can be implemented directly in campaigns on platforms such as Google, Meta, (d)OOH or Connected TV.
Versatile areas of application: strategically and operationally unbeatable
The Digital Sinus-Milieus in AIlon offer far-reaching opportunities for marketing and communication managers:
- Strategic marketing: market and target group analyses, brand positioning, potential determination
- Communication planning: Milieu-specific communication, touchpoint and messaging analyses
- Media activation: Precise campaign planning and activation in social media, programmatic advertising and (d)OOH.
An agile ecosystem for every industry
Whether luxury goods, tourism, politics or media: the Digital Sinus Milieus in AIlon open up new ways of understanding customer and buyer groups, positioning products in a targeted manner and implementing communication measures accurately.
"The first-time combination of Sinus-Milieus and AI technology via AIlon is a real innovation," says Jan Hecht, Director Research & Consulting at the SINUS Institute. "It has never been so easy to activate the Sinus-Milieus so efficiently and cross-medially."
Learn more now
Interested companies can obtain non-binding advice and find out more about this innovative solution. Further information can be found at: www.ailon.io/digitale-sinus-milieus
About SINUS-Institut
SINUS Markt- und Sozialforschung GmbH, with offices in Heidelberg and Berlin, has specialised in psychological and social science research and consulting for over 40 years. The institute develops strategies for companies and institutions that utilise socio-cultural change as a success factor.
A key tool for this is the Sinus-Milieus - a social and target group model that categorises people into "groups of like-minded people" according to their lifeworlds. The Sinus-Milieus have been one of the best-known and most influential segmentation approaches for decades and are now available for over 50 countries.
SINUS co-operates closely with its sister companies INTEGRAL Markt- und Meinungsforschung in Vienna and OPINION Market Research & Consulting, Nuremberg (INTEGRAL-SINUS-OPINION Group).
Further information about the SINUS-Institut can be found at www.sinus-institut.de/en.
Contact for queries
SINUS Markt- und Sozialforschung GmbH
Jan Hecht
Phone: +49 (0)6221 – 80 89 – 53
Mail: jan.hecht@sinus-institut.de
About ERASON GmbH
ERASON is a science spin-off of the Leuphana University of Lüneburg. With its flagship AI AIlon, ERASON has developed a holistic market research solution that bridges the gap between target group analysis and media activation. The holistic approach provides coherent, activatable market and consumer insights for marketing, communication and media planning. In this way, we support agencies and advertisers - regardless of size and budget - to increase the effectiveness of their campaigns and realise cost savings in media planning.
Founded in Lüneburg in 2018, ERASON employs around 20 people. Its customers already include numerous well-known companies, particularly from the automotive, FMCG, retail, fashion, banking and insurance sectors, as well as creative and media agencies.
More information at www.ailon.io
Contact for queries
ERASON GmbH
Tina Tobergte
Phone: +49 4131 2270 000
Mail: tina.tobergte@erason.de
