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Select a Segment
Click on a segment card to view detailed scoring breakdown
Click on a segment card to view detailed scoring breakdown
The Inclination Score predicts audience likelihood to purchase or engage, combining first-party McClatchy behavioral data with the WPP/Oxford "How Humans Decide" research framework.
| Pillar | Weight | Data Sources |
|---|---|---|
| Demographic Fit | 20% | Age, gender, income, DMA, household composition match |
| Behavioral Affinity | 25% | Audience Acuity affinities (high/med/low), interests, behavioral cues |
| Content Engagement | 15% | IAB readership topics, NAT vertical sessions/PV, email engagement |
| Purchase Readiness | 20% | Transactional categories, in-market signals, funnel stage |
| Priming Bias (Oxford) | 15% | Touchpoint accumulation, owned/shared 3x multiplier, receptivity band |
| Audience Overlap | 5% | Advertiser audience match %, competitor exclusivity % |
Based on WPP/Oxford research: 84% of purchases involve brands consumers already favor before shopping begins. The model classifies audiences into three Receptivity Bands:
| Band | % of Audience | Behavior |
|---|---|---|
| Unreceptive | ~23% | Hard to influence but loyal once converted |
| Persuadable | ~67% | Open to influence through sustained touchpoints |
| Highly Receptive | ~10% | Easily influenced but with fleeting loyalty |
Critical finding: Owned and shared touchpoints are 3x more powerful than paid channels. This positions McClatchy's first-party readership and email data as uniquely valuable for predicting purchase behavior.
| Stage | Signal Combination |
|---|---|
| Awareness | Low affinity + topic exposure + no transactional signals |
| Consideration | Medium affinity + return visits + some in-market signals |
| Intent | High affinity + high visit frequency + transactional match + email engagement |
| Purchase | All Intent signals + behavioral cue match + transactional execution history |
Each segment receives four outcome-specific scores with adjusted pillar weights:
| Outcome | Top Weighted Pillar | Modifier Trigger |
|---|---|---|
| E-Commerce Purchase | Purchase Readiness (35%) | +5 if transactional categories high |
| Lead Generation | Content Engagement (30%) | +5 if email signals strong |
| App Download | Demographic Fit (30%) | +5 if age 18-34 + tech affinities |
| Drive to Retail | Demographic Fit (35%) | +5 if DMA alignment + homeowner |
| Color | Score Range | Action |
|---|---|---|
| Green | ≥ 80 | High inclination - prioritize for targeting |
| Yellow | 40 - 79 | Moderate - include in expanded campaigns |
| Red | < 40 | Low - exclude or deprioritize |
Real McClatchy audience data (~20M users) from Audience Acuity via Snowflake, including: 363 demographic attributes, 338 affinity categories (high/med/low), 51 interest signals, 14 behavioral cues, 10 transactional purchase categories, IAB taxonomy readership topics, and 12 months of NAT vertical performance data across 8 content verticals.