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FAQs

What is segmentation?
Segmentation is primarily a marketing technique that involves dividing a broad target market into subsets of consumers who have common characteristics, needs and priorities and then designing and implementing different marketing strategies to target them. Companies tend to create product differentiation strategies to target diverse market segments with differing propositions.
What is CAMEO?

CAMEO is Callcredit’s suite of consumer segmentations which can be used to help make smarter decisions in a range of business applications including:

  • Customer Marketing – what kind of people are my customers? how can I speak to different groups of my customers more appropriately?
  • Prospect Marketing - where can I find more customers like my existing ones?
  • Retail Network Planning – where is there consumer demand for a new retail store?
  • Risk and Pricing – how should I price a particular product or service in relation to consumer risk?

CAMEO and the rest of Callcredit’s segmentation tools come in a variety of different ‘flavours’ which each look at a different angle of discrimination. These include lifestyle and geodemographics, income and wealth, personal finance and credit risk, unemployment and welfare, property price and council tax band, technology use and adoption, and green and ethical attitudes.

Our CAMEO classifications are delivered at different levels, from postcode right down to household and individual level. We even provide solutions which look at the 9-5 working populations profiles of any post sector.

And we don’t just provide CAMEO in the UK. We have CAMEO segmentations available for 40 countries across the world alongside a standard international segmentation system which helps you join your global profiling and targeting strategies together.

What is profiling and why would I want to do it?

Customer profiling is a way of developing a detailed understanding of the characteristics of your customers, or a particular segment within your customer database (e.g. high value customers, customers transacting online vs. offline or responding to a direct or email marketing campaign). Typically customer profiling is undertaken against variables, such as age, gender, income, occupation and household composition, using geodemographic classification systems such as CAMEO, although behavioural profiling can also be undertaken using transactional characteristics to identify how your customers behave or interact with your company.

Customer profiling can be undertaken for a wide variety of applications, from simply developing a greater understanding of who your customers are and identifying if different customers segments exist within your base, to more strategic applications such as identifying which geodemographic codes to target within customer acquisition campaigns, informing new product development, benchmarking sales territories or identifying areas for new store development.

How can I profile my data?

With Callcredit’s help you can profile your data in a variety of different ways:

  1. We can do it for you through our analytics team
  2. You can do it yourself using our online UK tool
  3. You can do it yourself using our online international profiling tools
  4. You can do it through our Geographical Information System (GIS)
How can I append segmentations to my data?

With Callcredit’s help you can append CAMEO codes to your data in a variety of different ways:

  1. We can do it for you through our data bureau
  2. You can lisence the data and append it yourself in-house
  3. You can do it yourself using our online UK tool
  4. You can do it yourself using our online international tool
  5. You can do it through our Geographical Information System (GIS)
Does my data need to be clean to append segmentations to it?
The cleaner your data, the better the match rates will be. Therefore we would suggest cleaning your data before you append any data to it. We can help you clean your data either through our data bureau or via our online data cleansing tools for the UK and overseas.
How do I know which segmentation works best for my data?
Profiling will help you understand which segmentation works best in discriminating your data. Our analytics team can do a comprehensive profiling exercise to identify the most powerful variables. But if you want to do this exercise yourself then the index values will give you the best indication. See the FAQ on ‘How should I use the index results to interpret a profile?’.
How big does my file need to be to obtain a good profile?
The ideal size of a customer database for profiling depends on the number of categories within the profiling variable being analysed. For example, profiling against a variable such as gender where there are two outcomes (male or female) can be undertaken using a smaller customer database than profiling against a variable where there are 100 outcomes. For statistically robust profiling analysis against the CAMEO Classifications, we recommend a minimum customer database size of 10,000 records.
What is an index value?

An index value provides a method for comparing the distribution of your customer database to that of the population as a whole. An index value is calculated for each category within a variable, and compares the proportion of your customers in that category to the proportion of population within the same category. An index value of 100 indicates that the category is penetrated at the same rate within your customer database as within the overall population. An index value above 100 indicates that the category is over-penetrated within your customer database whilst an index value below 100 indicates that the category is under penetrated within your customer database.

For example, an index value of 200 would indicate that the category is penetrated at twice the rate within your customer database in comparison to the population, whereas an index value of 50 would indicate that the category is penetrated at only half the rate within your customer database as the overall population.

How should I use the index results to interpret a profile?

The index value provides a comparative measure of the distribution of your customer database and the overall population. High index values can be obtained where proportions of both the overall population and your customers within a particular category are very low.

Categories receiving an index value of 120 or above indicate that the category is significantly over-represented within your customer database. These are typically categories that significantly describe or characterise your customers and would therefore be targeted in direct marketing campaigns. In contrast, categories receiving an index of 80 and below are significantly under-represented within your customer database, and would typically be suppressed from direct marketing campaigns.

Can you only segment the UK market?
No, as well as having a whole range of different classifications for the UK market, we also have segmentation systems for over 40 overseas markets. They all work in the same way and what’s more they each have an integral international segmentation code which helps you compare profiles in one country with another.
Can you build bespoke segmentations?
Yes we can. Our analysts are on-hand to work with you to develop bespoke segmentation systems across your customer or prospect base. These will combine our wealth of datasets with your own data to deliver truly insightful segmentations built around customer buying behaviour, channel preference and transaction recency, frequency and value.

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Interested in CAMEO?

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