The next generation in global consumer understanding

CAMEO is a consumer segmentation system linking address information to demographic, lifestyle and socio-economic insight. It helps you connect more profitably with each and every customer. CAMEO is used by many of world’s most successful and ambitious organisations to understand who their customers are, where they live and what they ‘look like’.

CAMEO delivers valuable insight on your customers, using real-life information such as:

CAMEO gives you a smarter, more connected understanding of your customers and markets

→ Age

→ Marital status

→ Affluence/Income

→ Occupation

→ Property characteristics

→ Purchasing behaviour

→ Educational attainment

→ Vehicle ownership

→ Presence of children

→ Urban/Rural location

→ Attitudes and motivations

→ Financial products

→ Commuter patterns

→ Channel preference

Address InformationEsplanade 17

13187 Berlin

GERMANY

Bio-boomers Well established

households in rural single family homes

Segmentation is the practice of dividing

consumers into groups of individuals that are

similar in specific ways relevant to marketing,

such as age, gender, interests and spending

habits. It helps you to target these groups

effectively, and allocate marketing

resources to best effect.

Consumer segmentation

CAMEO GERMANY code 3B

Use CAMEO toPlan your marketing activity based on the most comprehensive data available

→ Improve customer acquisition rates and reduce costs

→ Identify cross-sell opportunities and increase retention

→ Inform communication strategies, building strong

and profitable customer relationships

→ Build a clearer picture of online and offline customers

→ Understand the makeup of retail catchments

→ Identify new store locations

→ Understand credit and insurance risk

Applying these CAMEO insights to your own transactional database ensures the most relevant communications are delivered to the right people at the right time.

Campaign results can be fed back into your database for continual refinement, making your customer data work harder for you.

No two people are exactly the same, but, by understanding how your customers fit into different consumer segments you can unlock valuable and actionable insight.

As well as building a clearer picture of your current customers, CAMEO can help you find “look-a-likes” through profiling analysis. By using CAMEO to power your marketing activity you can focus your customer acquisition program on

the types of people more likely to respond and convert. CAMEO is used worldwide to find the right prospects, benchmark mailing lists and ensure acquisition costs are driven down.

Deriving insight from your customer database

Find more of your best customers

Smarter consumer insight. Built on advanced intelligence.

CAMEO is developed from an extensive range of demographic and spatial datasets sourced from statistics offices and data partners around the world. Our expert development team combine advanced methodologies with leading technology to understand and exploit the complex interaction between variables. This unique analysis enables the classification of millions of global consumers into highly discriminative CAMEO typologies.

CAMEO Mexico profile report – this client’s customer-base over-indexes in the most and mid-affluence consumer segments.

CAMEO Mexico categories mapped for Mexico City at Manzana level

Attach high-definition personality to otherwise lukewarm customer and market data

Interact and engage with people, not anonymous database records

CAMEO Mexico Profile ReportCUSTOMERS BASE COMPARISON INDEX

DATA BARSCOUNT % % Z-SCORE INDEX

1 Big City Success 1,321 7.3% 3.2% 21.10 227

2 Flourishing Families 2,903 16.0% 10.3% 21.01 156

3 Ambitious Households 2,789 15.4% 11.3% 15.16 136

4 Comfortable Communities 1,498 8.3% 16.4% -39.75 50

5 Settled Society 1,180 6.5% 12.4% -32.31 52

6 Dynamic Neighbourhoods 3,456 19.0% 9.6% 32.30 198

7 Industrious Communities 2,789 15.4% 10.2% 19.20 150

8 Stretched Families 1,209 6.7% 8.5% -10.08 78

9 Agricultural Adversity 766 4.2% 13.5% -62.32 31

10 Struggling Society 234 1.3% 4.5% -38.18 29

We believe there are two fundamental variables that link all consumers in all markets; lifestage and income. The CAMEO International classification consists of 25 international codes that provide a bridge between other countries allowing users to find similar CAMEO segments in new markets.

For more information ask to see our detailed International CAMEO product sheet.

Apply insight from one market to another

Eastern Europe

AustraliaHong KongIndiaJapanKorea

PhilippinesSingaporeIndonesiaNew Zealand

Asia/Pacific

Western Europe

South Africa

Africa

BrazilCanadaMexicoUSA

Americas

AustriaBelgiumDenmarkFinlandFranceGermanyItalyNetherlands

NorwayPortugalRepublic of IrelandSpainSwedenSwitzerlandUnited Kingdom

Czech RepublicEstoniaHungaryPolandRomaniaRussiaSlovakia

CAMEO unrivalled global coverage

“TransUnion is a very flexible

“The system’s ability to assess socio-economic and geodemographic profiles of neighbourhoods worldwide will expand our global reach and provide valuable and relevant customer insights for our clients.”VP & GM, Global Data Solutions, Merkle

partner with global capabilities, and an innovative approach to marketing solutions and is very complementary to Acxiom’s global data strategy.”Global Data & Analytics team, Acxiom Corporation

Deeper understandingCAMEO has the widest range of public, private and transactional source datasets and works with a global network of partners to give you access to deeper, broader data.

Global reachCAMEO has the widest coverage of any international customer classification. It covers over 35 countries, each with a country specific segmentation.

Safe and secureCAMEO is 100% compliant with data privacy legislation allowing you to analyse your customers at a granular level whilst helping you comply with data regulations such as GDPR.

Wider coverageCAMEO can be attached to all your customer and prospect addresses, so you have understanding and intelligence across your entire market.

Choose your preferred way of working CAMEO can be delivered by:

→ Bureau Append Services, which appends CAMEO to your consumer records

→ CAMEO Online, which lets you append your records securely from any location at any time

→ Server based API, which provides a fully integrated solution.

5 dynamic CAMEO benefits

Isn’t it time to find out how CAMEO can make a world of difference to your business?

+44 (0) 113 868 2600

transunion.co.uk/cameo

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TU/CAMEOGLOBAL/11453/12.18