Callcredit announces the next generation of UK CAMEO Classifications to be launched in 2013 - including latest census data


Callcredit Information Group is pleased to announce that their market leading UK consumer classification system CAMEO will be completely re-built and re-launched including the latest census data.

The national census is still the most comprehensive and richest data-set available to the UK and therefore its inclusion in the new release of CAMEO will provide businesses with the most up-to-date geo-demographic view of the entire UK population.

CAMEO is used by marketers and analysts to assess the socio-economic and geo-demographic profiles of neighbourhoods across the world. Allowing them to segment, profile and analyse customers and markets and use this intelligence for a wide range of purposes including database marketing, customer segmentation exercises and network planning.

New modelling techniques are being used to layer intelligence from multiple levels including neighbourhood, postcode, household and individual level to provide greater discrimination and insight. The updated CAMEO classifications will also allow for this information to be updated using Callcredit's flagship consumer database, Define, which holds details of over 45 million UK consumers. This will ensure that marketers receive an accurate representation of the UK population by recognising that consumers move between categories at key life stage events such as marriage, children or a dramatic change in affluence.

The UK CAMEO Classifications are part of a suite of over 40 country classifications that segment customers across the world. 2013 has already seen the launch of CAMEO Russia, Mexico and Indonesia.

Zoe Palethorpe, Data Assets Director commented "The census is a unique and powerful dataset and we would be foolish not to use it! We always strive to use the best data available and the census data ensures that we will achieve the greatest coverage of the UK population, with the added power of Define we can verify more datasets and ensure the highest accuracy and quality of our data. There are a number of new features for CAMEO UK to be unveiled in the coming months and we are looking forwards to sharing these with our clients!"