How to use households in your platform
Take advantage of the household grouping when building your audience lists.
Audience Insights
In the Demography section of the audience criteria library, you can choose to include individuals identified as Head of Household (HoH) to target decision makers who may be more likely to respond.
The audience criteria library also has a dedicated section for Household, where you can include shared, high-value attributes like household income and presence of children, to target those most likely to pay or expand your reach to other members of the household.
Campaign Workflow
When creating a direct mail list, Household is selected by default in the One Mail Per dropdown. This ensures only one mailer is sent per household, even if multiple people in your audience list live in the same household.
Assigning head of household
During the householding process, WebMD Ignite assigns a HoH to each household using proprietary logic based on age and gender. The person from the highest group (lowest numerically) is set to be the head of household. If multiple people are found in the same group, then one is arbitrarily assigned.
- Female between the ages of 25 and 65
- Male between the ages of 25 and 65
- Individual of unknown gender between the ages of 25 and 65
- Female who is 66 or older
- Male who is 66 or older
- Individual of unknown gender who is 66 or older
- Female of any age
- Male of any age
- Individual of unknown gender of any age
