Acxiom Segmentation Tool Allows Pre-Emptive Marketing

Share this content:
NEW ORLEANS -- Acxiom added pre-emptive marketing capabilities to its Personicx LifeChanges household segmentation system.

Acxiom will demonstrate this new offering it calls Trend View here at the Direct Marketing Association's 87th Annual Conference & Exhibition.

Personicx places each U.S. household into one of 70 segments, or clusters, based on behavior and demographic characteristics. LifeChanges tracks the migration of households from one life-stage cluster to another by using Acxiom's InfoBase List prospect file, which consists of households whose life-stage segment assignment recently changed.

Based on evaluation of multi-year data, Acxiom has identified likely patterns of life changes for clusters within its Personicx segments, said Tiffany Weatherly, product leader at Acxiom Corp., Little Rock, AR.

"The concept of pre-emptive marketing means understanding where consumers are coming from and going to in terms of life changes," she said. "We have clearly identified handfuls of clusters that feed into and go out of key segments, and the tool shows where Personicx clusters tend to come from and go to."

Trend View lets marketers begin a dialogue with prospects before and as they move into their target market. Events such as marriage, a home purchase, birth of a child or preparation for retirement likely will result in a cluster change. Acxiom research estimates 30 million to 35 million household Personicx cluster migrations occur annually.


Next Article in Data/Analytics

Sign up to our newsletters

Company of the Week

USAData helps businesses find new customers and grow their current customers through a combination of data and digital marketing services, and easy-to-use SaaS technology products. We enrich customer data so businesses can more effectively target and communicate with customers, and connect them with their best look-alike prospects through digital and traditional channels. We make it easy through simple, self-serve applications and APIs, as well as through full-service programs managed by our Data and Digital experts. 

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above