PersonicX® Classic

PersonicX Classic raises the bar for commercial consumer segmentation systems.  Calculated and assigned at the true household-level, the PersonicX Classic segmentation system uses specific consumer and demographic characteristics to place each U.S. household into one of 70 segments and 21 life stage groups.  If you a marketer or you make decisions on merchandising or site selection, with PersonicX Classic you are able to effectively distinguish between dramatically different behaviors and consumption patterns of consumers living side by side.  The ability to differentiate between the affluent retiring couple living right next door to a young family just starting out opens the door to stronger messaging, better returns on the marketing dollar, and significant improvements in understanding trade areas of interest.

PersonicX Classic is applied to your customer data for quick, accurate analysis, giving you a common framework to view customers and prospects across your product mix, your organization and the marketplace. Its links to syndicated national consumer survey databases gives you information on a wide spectrum of your customer’s attitudes and behaviors, from shopping and media preferences to politics, preferences, and much more.

Of course other segmentation systems are available, but there are several ways that PersonicX Classic stands above the crowd:

• Precise, household-level segmentation – PersonicX Classic segmentation was developed and built using high quality household level information as opposed to census data.  It provides you the highest possible degree of segmentation precision and accuracy.
• Superior differentiation between segments – The PersonicX Classic segmentation methodology provides inherently greater differentiation than classical segmentation models.  Seventy distinct segments organized into 21 groups provide a clear and effective decision making framework.
• Accurate, fresh data reflects U.S. consumers today – PersonicX Classic is driven by Acxiom’s InfoBase-X® household data, known as the most accurate, current source of consumer data in the industry. This results in frequently updated PersonicX Classic assignments that accurately reflect the dynamic nature of consumers today.
• Immediately actionable – PersonicX Classic assignments have been applied to the robust database in InfoBase-X List, helping marketers to immediately select optimal households for new customer acquisition programs.
• An integral part of an enterprise-wide CDI-X™ solution – PersonicX Classic acts as a key element in Acxiom’s Customer Data Integration suite, enabling companies to recognize individual customers across their own enterprise and to quickly act on the power of that knowledge

PersonicX Classic versus Other Segmentation Systems

As outlined in the previous section, several factors make PersonicX Classic unique from other segmentation systems.  No factor is more important than the fact that PersonicX Classic is derived, built, and assigned at the household level using premium InfoBase-X consumer demographics.  In contrast, neighborhood systems are developed and assigned using census demographic data and are bound to census update cycles.  Other household based systems on the market are either developed from census data and extrapolated to the household level using distributions and modeling, or they are developed from consumer data sources proven independently to be less accurate and less current than InfoBase-X consumer data.  PersonicX Classic is a “living model” bonded to InfoBase-X household-level data, kept current by the aggressive InfoBase-X update refresh processes.

PersonicX Classic is structured around the concept that purchases vary with an individual’s current situation, defined by key events like marriage, children, and others.  The life stages concept has been widely acknowledged in industry literature and by marketing leaders as providing the very best insights into consumer behaviors.  Life stages allow us to combine structural knowledge about demographic tendencies with actual historic events significant to the householders to draw useful conclusions about their desires, preferences, and tendencies.

F. Scott Fitzgerald observed in the Great Gatsby that the very rich “are different from you and me”, to which Ernest Hemingway commented, “Yes, they have more money.”  Hemingway might have observed that they have more money to spend.  PersonicX Classic does a superior job of recognizing the very affluent marketplace via its net worth and income measures.  Each of these key measures has been continually improved since the introduction of PersonicX Classic, and the net worth measure was recently updated and reintroduced with the highest accuracy and effectiveness – especially in the crucial higher net worth ranges – than is available anywhere else on the market today.

The fresh content of the PersonicX Classic algorithms, energized by the dynamic InfoBase-X consumer information, produce a system that accurately captures the current demographic trends identified and published by the U.S. census.  Those trends include the growth of “Grandparents Raising Kids” households, later marriages, and growth of single-parent households, later child bearing and greater differentiation in the mature marketplace.

And a last, but very important, distinction is that PersonicX Classic is easy to obtain and use.  With lightning fast matching driven by AbiliTec®, Acxiom’s ground breaking Customer Data Integration technology, you can have PersonicX Classic classification codes appended directly to your customers in real time, or batched to run in a few hours with record turnaround times regardless of the volume requirements.  Analysis is also easy with the PersonicX VisionScape®, the PersonicX Classic Web-based analysis workbench designed to uncover insights with PersonicX Classic.  PersonicX VisionScape includes comprehensive segmentation reporting and analysis tied to custom trade area and location analysis tools to tell you who your customers are, where they live, how they want you to reach them, and what they like to buy.

PersonicX Classic is a strong, accurate and quickly actionable marketing tool for your consumer marketing, trade area analysis, location analysis, site selection, merchandising, and many other needs. It gives you the ability to identify opportunities and act decisively with greater confidence, efficiency and accuracy.