Acxiom launches its latest segmentation tool

by Mark Banham, Brand Republic 01-Feb-07, 08:00

LONDON - Acxiom has launched the latest version of its Personicx household segmentation tool.

Personicx v2 gives marketers access to accurate data on consumers at household level, classifying them according to demographic, lifestyle and behavioural profiles.

The system has been updated with market behaviours from Acxiom's most recent Research Opinion Poll survey.

To reflect the changing UK market place, UK households have been reclassified and redistributed across the new solution with the emergence of a number of new clusters.

To provide increased data focus, Acxiom has introduced a 150 lower level micro-cluster solution.

Personicx v2 users will have access to an interactive fan that gives a visual overview of all clusters and how they compare to each other, as well as new online profile reports.

Nalini Kara, head of data product development at Acxiom, said: "Acxiom is dedicated to continuous product improvement to provide marketers with the most up-to-date and accurate data solutions.

"The make-up of households in Personicx v2 reflects the current market place, making it the most up-to-date segmentation tool currently available."

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