EuroDirect & Addressvitt Launch New Version of CAMEO Italy

Global geodemographics and marketing intelligence leader EuroDirect has teamed up with Addressvitt, the Italian-based direct marketing specialists, to deliver an unrivalled consumer segmentation tool for the Italian market.

The new CAMEO Italy classification has been totally rebuilt at Street Segment level by combining Addressvitt's wealth of consumer data with the Italian Census.

Together this combination has formed a highly powerful geodemographic classification that can be used to segment Italians by their demographic, socio-economic and lifestyle characteristics.

CAMEO Italy has been built at a finer level to its predecessor and is now clustered at Street Segment level providing an even more powerful targeting solution for Direct Marketers. The new system enables users to profile and segment over 58 million consumers across Italy .

A wide range of lifestyle attributes have been used in the classification build enabling users to understand the buying behaviours, financial characteristics and interests of each neighbourhood type.

CAMEO Italy is made up of 10 key marketing groups and 51 categories, including:

1D - 'Mature Couples & Families in Owned & Rented Hi-Rise Urban Flats'

4A - 'Young Cosmopolitan Couples & Singles in Owned & Rented Flats'

6F - 'Less Affluent Couples & Families in Suburban & Outlying Communities'

9B - 'Mature Couples & Families in Rural & Suburban Lo-rise Housing'

CAMEO Italy is a highly powerful variable for database enhancement and modelling and has applications in targeting direct mail, door-to-door canvassing and leaflet drops as well as data screening. It enables organisations to profile and segment their current Italian customer base and pinpoint new prospects that display similar geodemographic and lifestyle characteristics to their best customers. In addition this powerful Street Segment classification is also beneficial to retail planners that may wish to understand the makeup of their retail catchments or identify new store locations.

CAMEO Italy can be supplied as a directory for appending to consumer databases or as an integral component within EuroDirect's powerful marketing information software, MICROVISION Italy , which can be used for in-depth market and customer analysis and visualisation. Alternatively, CAMEO Italy can be used as a key selector when targeting names and addresses from the Italian consumer universe.

CAMEO Italy is part of a suite of over 30 consumer classifications built for developed and emerging markets all over the world.

Martin Bradbury, International Client Services Director of EuroDirect comments:

"We are delighted to be working in partnership with Addressvitt to bring extra depth and added-value to our geodemographic classification systems. For direct marketers, CAMEO provides a fantastic opportunity to enter and maximise on the Italian market. We are continually looking at ways in which we can develop and improve the power of our CAMEO classification suite and we are proud to deliver such an unrivalled product into the marketplace."

Sergio Pilu, Marketing, Communications and International Business Development Manager of Addressvitt, says:

"We are honoured to have been chosen by EuroDirect as partners in the development of CAMEO Italy . CAMEO provides a wonderful tool for both Italian and international direct marketers willing to take advantage of all the opportunities given by one of the biggest and richest European markets and we are sure that customers will find in Addressvitt and EuroDirect the expertise needed to support their domestic and cross-border direct marketing strategies."