Callcredit Marketing Solutions new datasets for 2010

Updates applied to CAMEO classifications and Core database

Callcredit Marketing Solutions has rebuilt a number of its data products in order to reflect continuing changes to the UK market.  Amends include an updated version of the CAMEO Unemployment consumer classification, in response to recent shifts in the UK workplace and rising unemployment levels.

CAMEO Unemployment splits the UK population into 20 equal bandings based on the number of economically inactive households.  For the second year in a row, each of these bandings has been revised to take into account the rising numbers of people out of work in the UK.

The lowest band in 2009 was "Less than 1.0% Economically Inactive Households" but considering the current economic climate, this banding contains much fewer households and thus less useful. This has been stepped up to "Less than 2.0%" in March 2010 in order to contain enough households to be of use to marketers. The top banding has shifted from >15.7% in 2009 to >21.8% in 2010.

Further to this, changes have been made to the company's Core database, which launched in November 2009. New variables and datasets have been introduced, including updated Electoral Roll records, a new Social Class model and amended Property and Lifestyle categories.  Property Valuations now reflect the shift in  average property value figures for the UK, and Household Lifestyle Variables has been upgraded to depict affluence across all UK lifestyle groups.

Further updates include the Baby MPS and a new Presence of Children model banded into key groups of:  Pre-School (0-4), Primary (5-11) and High School Teens (12-16). These are invaluable for understanding the different financial and behavioural pressures children place on the family group.

Caroline Worboys, Managing Director, Callcredit Marketing Solutions, comments:

"The current economic climate has been much talked about, but the reality is that it has changed the way that UK consumers think, act and respond to marketing communications. In order for marketers to keep targeting consumers efficiently, they need to be sure they are using the most up-to-date data and classifications on the market, and these amends to our datasets will help them do just that."