EuroDirect adds new levels of detail as they launch the latest CAMEO Australia

Global geodemographics and marketing intelligence leaders EuroDirect have rebuilt their CAMEO Australia classification at a finer level of geography using new datasets to deliver a more detailed targeting system to Direct Marketers.

CAMEO Australia has been completely rebuilt using new datasets drilling each geographic segment down to mesh block level (30-60 dwellings). This fine level segmentation can assist marketers in to analyse their customers and markets with more precision and pinpoint over 15 million Australian consumers for targeting.

CAMEO Australia has been developed using a combination of the latest Australian Census alongside extensive consumer information that reveals important transactional details. CAMEO Australia incorporates wide ranging variables including consumer demographics, household income, housing type and tenure, ethnicity, lifestyle and spending behaviour.

CAMEO Australia classifies the Australian consumer market into 51 highly discriminative household types and 10 key marketing groups, including:
1B: 'Pre-Family Cosmopolitan Urban Executives'
2D: 'Rural Couples & Large Families With Older Children'
3B: 'Young Groups In Urban Student Areas'
8C: 'Rural Low Income Neighbourhoods'
10C: 'Young Rural Indigenous Families'

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

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

CAMEO Australia users are now able to append the codes to their address easily and free of charge via the groundbreaking CAMEO Online software!

CAMEO Australia is part of a suite of over 30 consumer classifications built for developed and emerging markets all over the world, including New Zealand, Singapore and The Philippines.

Martin Bradbury, International Client Services Director of EuroDirect comments:
"By increasing the level of granularity in CAMEO Australia we can now offer an even more sophisticated solution to direct marketers wishing to understand and target Australian consumers. We believe it is just as important to improve on our existing international classification systems as it is to develop into new markets. The rebuild of CAMEO Australia compliments our expanding product suite and reinforces our position as world leaders at the forefront of international demographics. "


Notes to Editors

About the Callcredit Information Group
Callcredit Information Group brings together experts across the fields of credit referencing, marketing services, interactive solutions and consultative analytics to enable our client base of businesses and consumers to make informed decisions using our innovative products and services. The group is made up of two complementary divisions:

Marketing Solutions, providing specialist knowledge in customer analytics, consumer targeting, database building and hosting, marketing communications, business modelling and market analysis through three market leaders in their own fields: EuroDirect, Broadsystem and GMAP Consulting.

Credit Solutions, encompassing Callcredit, Legatio and DecisionMetrics - specialists in credit risk, ID verification services and tracing tools.

About EuroDirect
EuroDirect, the marketing services business within Callcredit information group and is one of the UK's leading marketing suppliersThe company is well established in the field of direct marketing. Clients include over 40% of the UK's top 1,000 companies, including three of the top five largest multi nationals Examples are Npower, Airmiles, Capital One, Scottish and Southern, Barclaycard and HBOS. EuroDirect is a prime supplier of consumer data, targeting and segmentation systems, credit marketing services and software and technologies to help marketers undertake consumer profiling, analysis, targeting, data management, market analysis and decision support. EuroDirect also works internationally and has developed a suite of international segmentation tools under the CAMEO brand.