Acxiom system uses behaviour to classify

Acxiom is promising to help firms understand their customers better with the launch of a consumer segmentation system called Personicx.

The new system classifies UK households and postcodes not only by their demographic and lifestyle profile, but also by behaviour.

"We've driven it by consumer behaviour and made it more predictive than PRiZM," said James Horsburgh, Acxiom's product manager for segmentation and spatial products. "People make subjective choices about what they buy and where they go on holiday. While there are links between behaviour and demographics, when you segment by behaviour you get a slightly different cluster output."

Acxiom has built Personicx using its lifestyle and demographic data, as well as the lifestyle databases of Claritas and Consodata, both of which it bought earlier this year. 2001 Census statistics are also included.

To enable behaviour prediction, Personicx has been tested against more than 100 'behaviours', including shopping habits, holiday choice and credit card use.

There are two versions of the product: Personicx Geo, which segments UK postcodes into 60 clusters, and Personicx, which segments UK households into 52 clusters.


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