Acxiom Corp., Little Rock, AR, announced yesterday the release of Personicx LifeChanges, a segmentation system that lets marketers target customers as they move through various life stages that affect purchase behavior.
Personicx places each U.S. household into one of 70 segments, or clusters, based on behavior and demographic characteristics.
Personicx LifeChanges tracks the migration of households from one Personicx life-stage cluster to another by using Acxiom's InfoBase List prospect file, which consists of households whose life-stage segment assignment recently changed.
Personicx LifeChanges creates a monthly change file compiled from an evaluation of changed Personicx codes on the InfoBase List file and historical trend analysis.
Events such as marriage, a home purchase, the 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.
