Acxiom Segmentation: Personicx

Personicx is a consumer level segmentation system designed to group individuals who have similar characteristics and demand for products and services together to help make marketing more effective. It is built using a rich variety of sociodemographic characteristics, affluence, interests and affinities, by which the segments are defined and is linked to various surveys enabling further insight in to the everchanging marketplace.

Personicx can work flexibly at an individual, household or postcode level, allowing clients across all sectors to tap into the complete range of audiences and engage consumers across multiple channels. 

Each country utilises the available data sources available to build a unique version of Personicx, optimised for that local market, but consistently defined by the key drivers of life-stage and affluence.

Example segments:
Germany
- PersonicxTM "Young & Career Entry"
- PersonicxTM "Midlife Single & well situated"
- PersonicxTM "Single Parent & Low Status"
- PersonicxTM "Young & in Education"
- PersonicxTM "Golden retirement & active"

UK
- Personicx YH102 Young Affluent Adults “Going Places”
- Personicx FL324 Lower Income Families “Family Allowance”
- Personicx XM440 Middle Income Empty Nests “Winding Down”
- Personicx RH447 Comfortable and Retired “Golden Years”

Use cases & Benefits:
Personicx enables clients to understand their market and customers, providing insight that can be used to:
- Quantify market potential
- Inform appropriate marketing strategies such as pricing, messaging and promotions
- Identify prospective areas and customers and reach them through the most appropriate channels
- Optimise engagement and loyalty with existing customers

搜集汇总

背景与挑战

背景概述

Personicx是一个基于社会人口特征和消费行为的消费者细分系统，可在个人、家庭或邮编级别灵活应用，帮助客户量化市场潜力并制定精准营销策略。该系统针对不同国家市场进行本地化优化，提供如年轻职业群体、退休活跃人群等典型细分案例。