Verve Vero Brings CACI Segments 'to Life'

Verve has partnered with business, consumer and location intelligence firm CACI to develop Fresco Live, combining the former's VIPS (Verve Intelligent Personas and Simulations) with the latter's Fresco segments to bring customer voices directly into brands' strategy, proposition and journey design.

A pioneer of consumer segmentation established in 1975, CACI has offices across the UK, Europe and India, with more than 1600 full-time employees. The new solution applies Verve's Vero AI-powered platform to CACI's Fresco 12-way segmentation of the UK market, creating a live, client-accessible simulation with four modes: Fresco Personas bring segments to life with empathy, narrative and emotional insight; Verve Enrichment dynamically enhances personas with regular cultural updates; Fresco Oracle is a conversational interface to facts and summaries from across the full dataset; and Fresco Segment Experts provides a qual-quant research capability adding detailed insights into segments, sub-segments and micro-segments.

The two firms have spent six months testing the concept, running high-quality simulations across four Fresco segments, allowing the CACI team to test scenarios and make rapid strategic and communications decisions. As the first tranche of retail financial service clients sign up for access to Fresco Live, the partners are working on a new phase, applying this capability to Acorn, CACI's flagship geodemographic segmentation tool, which will further broaden its reach and impact across the UK.

Verve CEO and founder Andrew Cooper says the partnership is 'a natural alignment of strengths,' and will give clients 'a powerful new way to build relationships and act in real time.'

Daniel Parr (pictured), SVP of Consumer and Market Intelligence at CACI, adds: 'Through Fresco Live, we provide data and insight based in deep understanding of people and behaviours, helping our clients make sharper faster decisions across every customer touchpoint. Our partnership with Verve Vero is taking this forward with the client in mind, building in ease of understanding that makes the data more accessible than ever before.'

The partners' web sites are at www.addverve.com and www.caci.co.uk .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.