EuroDirect Launches UK Deprivation Classification - CAMEO Welfare

With recent news highlighting that UK poverty is on the rise, especially among the elderly and children, consumer intelligence specialist EuroDirect has today announced the launch of their latest consumer classification for the UK - CAMEO Welfare.

CAMEO Welfare has been developed to help marketers assess levels of deprivation and poverty across the UK population. It provides a unique tool for profiling and modelling to help in analysing and targeting consumer groups in need of key products or services.

Built at postcode level, CAMEO Welfare comprises 28 categories, where neighbourhoods classified as 1 are the least deprived and those neighbourhoods classified as 28 are the most deprived. As part of the build, EuroDirect has considered a variety of circumstances that contribute to deprivation including:

• Quality of Environment
• Levels of Crime
• General Health
• Levels of Unemployment
• Educational Attainment
• Income Levels

Geographical location has also been taken into account and as such CAMEO Welfare segments areas by their level of deprivation into three geographical areas: Cities, Towns and Rural Areas.

This powerful classification has been built using Deprivation Statistics sourced from Central Government and supplemented with additional intelligence from EuroDirect's vast data resources.

Leanne Davidson, Head of Product Management at EuroDirect comments:
"CAMEO Welfare adds a new dimension to the CAMEO suite of classifications by looking at poverty levels across the UK. The complete CAMEO suite now enables organisations to gauge consumers from all angles and identify which factors can differentiate between consumer groups.

Dependent on a company's product offering and audience, CAMEO Welfare may provide additional targeting power to help identify key consumer groups most suitable for their products and services. It allows users to identify and assess the full spectrum of segments across the UK population from the most affluent demographics down to the least. "


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.