Lifestyle Segmentations – Cameo
The Lifestyle Segmentations data sets classify areas according to key factors such as house prices, income, unemployment etc. This data can be used on its own or combined with Cameo's census and profiling product to identify which prospects or markets to target with specific products.
- Robust segmentation data
- Derived from many detailed financial data and government statistics
- Focused classifications for a more precise segmentation of your market
Data Type: Lifestyle Classification
all available at unit postcode or postcode sector level
Income – 8 income groups and 48 types
Investor – 7 groups and 42 segments
Property – 24 property price bands
Unemployment – 20 groups
How is it used?
- To identify areas to avoid or target with your product or service
- Understand the consumer purchasing power in each area (the more they earn, the more they are able to spend)
- Segment consumers according to their financial sophistication (are they affluent opportunists or unlikely to invest stocks and shares?)
Republic of Ireland
CAMEO Income is not the only factor used in this classification system – occupation, gender and regionality are all taken into account and the model is calibrated against the family expenditure survey and new earnings survey. The product includes 48 types (e.g. ‘older mortgagees’) arranged in 8 groups (e.g. ‘many households with an income of over £40K’)
CAMEO Investor is built from over 13 million actual and up-to-date FT Top 500 Shareholder Registers, the classification offers 7 groups ranging from ‘serious investor’ to ‘disinterested investor’ and each postcode is allocated to one of 42 investor types such as ‘interested investor retired homeowners’
CAMEO Property, postcode sector includes the average house price for every postcode in GB, giving a key indicator of the wealth and affluence in each area. The prices are compared with national and regional averages to provide an indication of the significance of the value. For ease of use the house values are banded into 24 property price bands.
CAMEO Unemployment has 20 registered groups, each representing 5% of the population. Such a measure can be of great use within direct marketing activity, when evaluating which areas to target and which to avoid.