Acxiom Adds Segmentation Tool

US agency Acxiom has launched a new web-based tool, Personicx ANSWERS, to allow clients speedy analysis of the company's household-based consumer segmentation data. Clients will be able to generate their own personalised reports, charts and maps from the data.

Clients will have access to a range of data from customer databases, campaign responses, web shoppers, market research surveys, and syndicated survey data. The company places US households into one of 70 consumer segments and 21 life stage groups, based on consumer and demographic characteristics.

'With Personicx ANSWERS, Acxiom puts its clients in the driver's seat,' according to Richard Howe, leader of Acxiom. 'Marketing applications such as lifetime value analysis, churn/risk analysis, channel preference analysis, and selecting best prospects are available any time. Until now, simple questions such as 'Which customers are most likely to churn?' or 'Who responded to my last campaign?' often required the involvement of multiple internal departments taking days or weeks to determine.'

The company's web site is at www.acxiom.com

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

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