Acxiom Web-based Segmentation System Adds Scarborough Research Local Market Insights
April 03 2008 - 3:59PM
Business Wire
Comprehensive consumer shopping insights from Scarborough Research
are now available in Acxiom� Corporation�s new PersonicX
VisionScape�. The Scarborough data, along with consumer data
provided by Acxiom, allows marketers to dive deep into the consumer
mindset with specifics on behaviors and location characteristics
for U.S. markets as measured by Scarborough. PersonicX
VisionScape�s Web-based mapping and segmentation system is Acxiom�s
latest innovation in the Personicx� family of household-level
segmentation tools. PersonicX is a household-level segmentation
system that places U.S. households into one of 70 distinctive
segments and 21 life-stage groups based on specific consumer
behavior and demographic characteristics. Using PersonicX�s
industry-leading customer-coded system, VisionScape accesses a
comprehensive library of consumer behaviors and attitudes using
Scarborough Research to build in-depth views of specific markets.
Information on consumer markets includes traffic, consumer
expenditures, population demographics, channel and media
preferences, and more. �Adding Scarborough�s industry-leading data
to PersonicX VisionScape allows marketers to more precisely target
their messages based on specific consumer behavior,� said Louis
Rolleigh, Acxiom�s consumer segmentation and analysis product
leader. �Now, companies can access online their PersonicX-coded
data, along with Scarborough data, to make decisions regarding all
of their marketing campaigns. With the Scarborough data, marketers
can examine consumer behavior unique to a particular city or
analyze similarities across markets.� Marketers can use PersonicX
VisionScape to analyze questions such as, �Which consumers are most
likely to be attracted to my new product offering?� and �Where is
the best location for my new store?� VisionScape allows the easy
creation of custom target groups based on PersonicX-coded customer
or third-party survey data. In addition, its easy-to-use report
generator allows businesses to share critical marketing data with
all stakeholders across an enterprise, providing businesses a
consistent framework from which to view and respond to the consumer
landscape. �PersonicX VisionScape gives businesses hands-on access
to tools that generate immediate, precise and actionable results,�
Rolleigh said. �In today�s customer-centric marketplace, it�s a
given that understanding your customers will make the difference in
whether or not you make the sale.� About Acxiom Corporation Acxiom
Corporation (Nasdaq: ACXM) integrates data, services and technology
to create and deliver customer and information management solutions
for many of the largest, most respected companies in the world. The
core components of Acxiom's innovative solutions are Customer Data
Integration (CDI) technology, data, database services, IT
outsourcing, risk mitigation, consulting and analytics, and privacy
leadership. Founded in 1969, Acxiom is headquartered in Little
Rock, Arkansas, with locations throughout the United States and
Europe, and in Australia, China and Canada. For more information,
visit www.acxiom.com. About Scarborough Research Scarborough
Research (www.scarborough.com, info@scarborough.com) measures the
lifestyle and shopping patterns, media behaviors, and demographics
of American consumers. Products and services include the Media
Rating Council (MRC) accredited consumer insight studies in 81
Top-Tier Markets, and a Multi-Market Study. Scarborough Research
also has Scarborough USA+ (a national database), Hispanic studies,
and custom research solutions among its service portfolio. With
more than 30 years of experience, Scarborough measures 2,000
consumer categories and serves a broad client base that includes
marketers, advertising agencies, print and electronic media
(broadcast and cable television, radio stations) sports teams and
leagues, and out-of-home media companies. Surveying more than
220,000 adults annually, Scarborough is a joint venture between
Arbitron Inc. (www.arbitron.com) and The Nielsen Company
(www.nielsen.com). Acxiom is a registered trademark of Acxiom
Corporation.
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