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. For more information on methodology, refer to the PRIZM® Technical Document.
FAQs
Additional Resources
Along with the release notes, you will see reference to the following additional resources:
GeoProfiles: provides counts of households for each DELTA segment within specific standard geographies
License files: provides the look-up between the combination of FSALDU and community name (Rural Enhanced) as well as the FSALDU (Unique); these files will allow you to assign the correct DELTA code to your corresponding customer lists
Variable List and Metadata: provides definitions of each of the variables in the corresponding databases