MicroBuild_HS - Household Segmentation

Household Level, Life Stage Segmentation

For more than 30 years, marketers have been using segmentation systems that can only go so far—oftentimes limited to the neighborhood level or larger. These "birds of a feather" systems result in inaccuracies, false assumptions, and wasted marketing dollars. Acxiom® has taken consumer segmentation to an unprecedented level of accuracy and effectiveness—Personicx.

Personicx is a household level segmentation system that places each US household into one of 70 segments based on that household's specific consumer and demographic characteristics. Personicx reveals the dramatic difference between the characteristics and consumer behaviors of the affluent retired couple right next door and the young family just starting out.

Once you see this difference, you can tailor your marketing programs appropriately. Accurately find more new prospects that look like your most profitable customers.

The Next Evolutionary Step in Consumer Segmentation

• Current and Accurate, fresh data reflects US consumers...today - Personicx is driven by Acxiom's InfoBase® household data, the most accurate, current source of consumer data in the industry. With at least two updates per quarter, Personicx assignments accurately reflect the dynamic nature of consumers today.
• Precise, household level segmentation - Personicx segmentation is applied at an individual household level, not at a block group or larger, enabling greater precision of targeting and true accuracy of segmentation.
• Superior differentiation between segments - Acxiom’s life stage segmentation methodology results in a higher level of differentiating power, providing inherently greater distention than classical segmentation models.

Life Stage Segmentation

Social Psychology and Consumer Behavior supports a common sense assumption that households will share more consumer similarities if they share the same life stage, such as single, married, parent, empty nest and similar socio-economic characteristics.

Personicx® has been developed with a methodology focused on life stages. This results in greater differentiating power—greater consumer distinction between clusters.

The Dynamic Nature of Consumers

The consumer population of the United States is continually changing. Built with InfoBase data, Personicx® assignments are updated two or more times each quarter. This enables marketers to track changes and discover marketing opportunities as changes occur in the life stage of US consumer households.

Annual U.S. Change Statistics

• 4.7 Million Marriages (National Center for Health Statistics)
• 1.53 Million First Births (National Center For Health Statistics)
• 2.04 Million First-time Home Buyers (National Association of Realtors/Fannie Mae)
• 1.9 Million Divorces (National Center For Health Statistics)
• 43 Million Residential Moves (USPS)
• 1.4 Million Work Retirements (Social Security Administration)

More Information

More information can be obtained for this product by contacting one of our sales professionals.



MicroBuild® is a registered trademark of The Gadberry Group, LLC.

^* Personicx® is a household level segmentation system that places each US household into one of 70 segments based on that household's specific consumer and demographic characteristics. The Gadberry Group is a non-exclusive reseller of Acxiom, Inc. The following trademarks are owned by Acxiom Inc.: Acxiom®, InfoBase®, and Personicx®.