lifestyle-based customer segmentation from acxiom · 2020-01-08 · > e.g. demographics (age,...
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Lifestyle-based customer segmentation from Acxiom
www.javelingroup.com
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1. Personicx Geo:
> Postcode-level classification for customer profiling, consumer
research and spatial analysis
Personicx Geo is the primary focus of this document
2. Personicx Household:
> Household-level segmentation used for Direct Marketing
3. Personicx Onliners:
> Individual-level segmentation used for online marketing and research
4. Personicx International:
> Consistent lifestage-segmentation used for cross-territory analysis
5. Personicx Financial:
> Consumer groupings that share similar financial behaviours
Market leading data engine • Consumers
Javelin Group uses 5 customer segmentations produced by Acxiom
Javelin Group and
Acxiom have formed a
strategic partnership
bringing unrivalled
analytics and data
together for the retail
sector
Recent JV project
engagements with
Morrisons, Homeform,
Meyer Bergman,
Habitat, Deliverance,
HobbyCraft...
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Acxiom captures more original consumer data than any other UK
organisation through the Info Lifestyle Universe (ILU) database:
1.2 million consumer postal surveys conducted annually
0.5 million online surveys annually
5 million warranty card registrations annually
Other 3rd party data sources
Delivers 22 million active records:
No other segmentation uses as much original data to build clusters
Personicx segments are based on behaviours and attitudes (not just
traditional demographics such as age and income):
Census variables (i.e. more “traditional” demographic indicators) are
used to help describe groups, not to build them
Fully updated annually:
Other segmentations relying on Census become increasingly out of
date as 12% of population moves house each year
Market leading data engine • Consumers
Personicx segmentations built using Acxiom’s “ILU” database
Personicx Geo defines 60 lifestlye-based clusters that can be
described in detail in terms of underlying demographics (e.g.
lifestage, affluence) and consumption behaviours:
e.g. Healthy Urbanites are “single professionals
taking an active interest in world news and politics
and could be classed as “opinion formers” but are not
necessarily early adopters of technology. Currently
they live in urban areas in their privately rented or
housing association maisonettes or flats. When it
comes to holidays they opt for the more independent
break, also enjoying adventure and skiing holidays.
Willing to pay a premium for convenience, these
people shop locally or on the internet, particularly
Ocado.com. They have an above average spend on
organic foods, health foods, herbal remedies and
Supplements, suggesting they care about their well-
being.”
Market leading data engine • Consumers
Other example
Personicx Geo
segments include:
Adventurous
Students
Organic & Urban
Flats & Convertibles
Urban Travellers
Striving Students
Independent
Thinkers
Spending, Sporty
Families
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AFFLUENCELowHigh HighLow
KeyDominant group in
catchment
Families
Singles
Retired
19%+ of group in
adjacent age band
Here the 60 groups are
distributed across an
“age/affluence fan.
The key customer
groups using a particular
shopping centre in high
numbers are highlighted
in red.
For example, Group 9
(far left) = “Healthy
Urbanites” (described on
previous slide).
Market leading data engine • Consumers
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Personicx Geo informs
much of our spatial
project work and many
of the other consumer
insight products
developed by Javelin
Group –
RETAILNATION
(catchment and market
size analysis),
BRANDSCORE
(customer profiling tool),
CONSUMERSCORE
(shopper group
segmentation) and X-
SPEND (geographic
spending tool)
Market leading data engine • Consumers
HarlowHarlowHarlowHarlowHarlowHarlowHarlowHarlowHarlow
WatfordWatfordWatfordWatfordWatfordWatfordWatfordWatfordWatford
RomfordRomfordRomfordRomfordRomfordRomfordRomfordRomfordRomford
Southend On SeaSouthend On SeaSouthend On SeaSouthend On SeaSouthend On SeaSouthend On SeaSouthend On SeaSouthend On SeaSouthend On Sea
BasildonBasildonBasildonBasildonBasildonBasildonBasildonBasildonBasildon
IlfordIlfordIlfordIlfordIlfordIlfordIlfordIlfordIlford
LutonLutonLutonLutonLutonLutonLutonLutonLuton
ChelmsfordChelmsfordChelmsfordChelmsfordChelmsfordChelmsfordChelmsfordChelmsfordChelmsford
BedfordBedfordBedfordBedfordBedfordBedfordBedfordBedfordBedford
StevenageStevenageStevenageStevenageStevenageStevenageStevenageStevenageStevenage
HarrowHarrowHarrowHarrowHarrowHarrowHarrowHarrowHarrow
Hemel HempsteadHemel HempsteadHemel HempsteadHemel HempsteadHemel HempsteadHemel HempsteadHemel HempsteadHemel HempsteadHemel Hempstead
Brent CrossBrent CrossBrent CrossBrent CrossBrent CrossBrent CrossBrent CrossBrent CrossBrent Cross
Wood GreenWood GreenWood GreenWood GreenWood GreenWood GreenWood GreenWood GreenWood Green
St AlbansSt AlbansSt AlbansSt AlbansSt AlbansSt AlbansSt AlbansSt AlbansSt Albans
WalthamstowWalthamstowWalthamstowWalthamstowWalthamstowWalthamstowWalthamstowWalthamstowWalthamstow
EnfieldEnfieldEnfieldEnfieldEnfieldEnfieldEnfieldEnfieldEnfield
Welwyn Garden CityWelwyn Garden CityWelwyn Garden CityWelwyn Garden CityWelwyn Garden CityWelwyn Garden CityWelwyn Garden CityWelwyn Garden CityWelwyn Garden City
Bishops StortfordBishops StortfordBishops StortfordBishops StortfordBishops StortfordBishops StortfordBishops StortfordBishops StortfordBishops Stortford
BrentwoodBrentwoodBrentwoodBrentwoodBrentwoodBrentwoodBrentwoodBrentwoodBrentwood
FinchleyFinchleyFinchleyFinchleyFinchleyFinchleyFinchleyFinchleyFinchley
BarkingBarkingBarkingBarkingBarkingBarkingBarkingBarkingBarking
EdgwareEdgwareEdgwareEdgwareEdgwareEdgwareEdgwareEdgwareEdgware
BraintreeBraintreeBraintreeBraintreeBraintreeBraintreeBraintreeBraintreeBraintree
SudburySudburySudburySudburySudburySudburySudburySudburySudbury
CricklewoodCricklewoodCricklewoodCricklewoodCricklewoodCricklewoodCricklewoodCricklewoodCricklewood
HitchinHitchinHitchinHitchinHitchinHitchinHitchinHitchinHitchin
StratfordStratfordStratfordStratfordStratfordStratfordStratfordStratfordStratford
ChingfordChingfordChingfordChingfordChingfordChingfordChingfordChingfordChingford
HollowayHollowayHollowayHollowayHollowayHollowayHollowayHollowayHolloway
Freeport Village F OFreeport Village F OFreeport Village F OFreeport Village F OFreeport Village F OFreeport Village F OFreeport Village F OFreeport Village F OFreeport Village F O
WithamWithamWithamWithamWithamWithamWithamWithamWitham
BarnetBarnetBarnetBarnetBarnetBarnetBarnetBarnetBarnet
LetchworthLetchworthLetchworthLetchworthLetchworthLetchworthLetchworthLetchworthLetchworth
The GalleriaThe GalleriaThe GalleriaThe GalleriaThe GalleriaThe GalleriaThe GalleriaThe GalleriaThe Galleria
Waltham CrossWaltham CrossWaltham CrossWaltham CrossWaltham CrossWaltham CrossWaltham CrossWaltham CrossWaltham Cross
HampsteadHampsteadHampsteadHampsteadHampsteadHampsteadHampsteadHampsteadHampstead
BiggleswadeBiggleswadeBiggleswadeBiggleswadeBiggleswadeBiggleswadeBiggleswadeBiggleswadeBiggleswade
HertfordHertfordHertfordHertfordHertfordHertfordHertfordHertfordHertford
HornchurchHornchurchHornchurchHornchurchHornchurchHornchurchHornchurchHornchurchHornchurch
HackneyHackneyHackneyHackneyHackneyHackneyHackneyHackneyHackneySwiss CottageSwiss CottageSwiss CottageSwiss CottageSwiss CottageSwiss CottageSwiss CottageSwiss CottageSwiss Cottage
Stansted AirportStansted AirportStansted AirportStansted AirportStansted AirportStansted AirportStansted AirportStansted AirportStansted Airport
Muswell HillMuswell HillMuswell HillMuswell HillMuswell HillMuswell HillMuswell HillMuswell HillMuswell Hill
BarkingsideBarkingsideBarkingsideBarkingsideBarkingsideBarkingsideBarkingsideBarkingsideBarkingside
Harlow R P'sHarlow R P'sHarlow R P'sHarlow R P'sHarlow R P'sHarlow R P'sHarlow R P'sHarlow R P'sHarlow R P's
BrookfieldBrookfieldBrookfieldBrookfieldBrookfieldBrookfieldBrookfieldBrookfieldBrookfield
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3. Harlow Catchment • Potential Catchment • White Collar Presence • Personicx Geo
Potential primary catchment boundary
• The “hot-spot” map
highlights affluence levels
across Harlow’s projected
catchment as measured by
the percentage of
households classified in the
top 2 affluent Personicx
groups in each postsector.
• Hotter colours represent
post-sectors with the highest
over-representation of these
affluent Personicx group
households compared with
the UK average.
• N.B. Analysis based on allocation
of all UK post-sectors divided into
quintiles based on number of
affluent Personicx groups (vs.
national average).
Personicx Geo lifestyle demographics also highlight above average affluence levels
Potential total catchment boundary
UK Average= 100
Q1: Top 20%
Q2:
Q3:
Q4:
Q5: Bottom 20%
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Market leading data engine • Consumers
Personicx behavioural segmentations are more discriminating
Personicx Geo is
consistently stronger
than rival segmentation
products at identifying
high and low users of
retail brands and retail
venues
In this illustrative
example 49% of Evans
Cycles’ customers come
from only 10 groups
(16% of UK population)
The same “Top 10”
profile using other
segmentations produces
much lower percentage
Personicx Geo Customer Profile • Evans Cycles • Top 10 Clusters
Classification Benchmarks Index vs. GB
Lifestage
SegmentCluster Name
Average Age
(1=Youngest /
60=Oldest)
(Personicx Code)
Affluence
(1=high /
5=lowest)
UKEvans
Cycles
Evans vs. UK
Index
No Children Healthy Urbanites 10 2 1.5% 9.1% 609
No Children Flats & Convertibles 27 1 1.4% 7.8% 563
No Children Urban Travellers 5 1 1.5% 8.2% 535
No Children Independent Thinkers 24 3 1.2% 4.3% 371
Mixed Single Students 13 3 1.5% 3.7% 250
Families Spending Sporty Families 28 1 2.3% 4.8% 207
Retired Mature Convertible Drivers 53 1 1.1% 2.1% 183
Mixed Gourmet Travellers 43 1 2.0% 3.4% 169
Families Affluent Modern Families 9 1 2.1% 3.5% 162
No Children Adventurous Students 1 3 1.1% 1.6% 152
TOTAL 15.8% 48.5% 308
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Market leading data engine • Consumers
Personicx segmentations can be cross-referenced with other external data
A range of other data is available to better understand each
Personicx group sourced from:
Acxiom surveys:
> e.g. Demographics (age, household structure, car ownership
etc.), newspaper readership, hobbies, shopping patterns,
use of consumer technology, use of financial products,
response to credit crunch etc.
Other 3rd party research
> e.g. Census, TGI Choices (other spending patterns – e.g.
Usage of coffees hops, frequency of cinema usage,
preferred retail brands etc.), TNS Worldpanel (fashion
shopping patterns and brand preferences)
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Market leading data engine • Consumers
Personicx groups can be re-clustered to produce client-specific segmentations
As an example,
CONSUMERSCORE is
a “super segmentation”
of UK shoppers
developed by Javelin
Group which allocates
Geo groups into 10 new
segments based on key
drivers of shopping
behaviour
Examples where this
approach has been
successfully applied
include Ocado, Canons
Gyms, Sit-Up TV
Attitudes (*)
Personal image
Home
Convenience
Service
Impulsive vs planned
Ethical shopping
Brands
Product quality
Local vs. destination
Time poverty
(*) Measured by response
to over 70 attitudinal
statements
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Behaviours
Spend by category
Preferred
location/channel type
Online spend by
category
Use of mail order
Frequency of usage
(e.g. cinemas,
restaurants)
Market leading data engine • Consumers
10 CONSUMERSCORE segments:
1. Live 4 it now, pay 4 it later
2. “Switched on” spending families
3. Classic, considered, confident
4. Ethical cultured Indies
5. Pottering in the past
6. Strapped 4 cash
7. Blue rinse budget
8. Social but skint
9. Middle England
10. Bargain basement pensioners
2 Market leading data engine • Consumers
2 Market leading data engine • Consumers
Example: “Live 4 It Now, Pay 4 It Later”
Edgy youth-oriented with focus on making the most of now
without worrying about tomorrow
Love adopting all things new, particularly technology
They enjoy high energy activities such as pop/club culture
Fashion matches their hobbies, with high online shopping
They are happy with credit as they see themselves as moving
up in the world so don’t have fear about paying it back over time
They love shopping and enjoy trying new things
• Where do you find a lot of
them:
– Edinburgh, Cardiff,
Nottingham,
Southampton, Newcastle,
Aberdeen
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Global leader in customer information:
6,300 associates worldwide (450 in UK)
Transforms data into in to actionable business insight.
Key lines of business include:
Direct marketing
Database hosting & data Integration
Consumer analytics & segmentation
Location analysis
Lifestyle & demographic data
GIS market data, analysis software
Digital services
Recent JV engagements
with Morrisons,
Deliverance, Meyer
Bergman, Homeform...
Market leading data engine • Consumers
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Javelin Group
1 New Fetter Lane, London, EC4A 1AN, United Kingdom
Telephone +44 (0)20 7961 3200
E-mail: [email protected] Web: www.javelingroup.com
Acxiom
Park House, Station Road, Teddington, TW11 9AD, United Kingdom
Telephone +44 (0)20 8213 5500
E-mail: [email protected] Web: www.acxiom.co.uk