PersonicX® is Acxiom’s household-level market segmentation system that places each U.S. household into one of 70 segments based on specific consumer behavior and demographic characteristics. This system accurately reflects the current state of each American consumer household and projects consumer behaviors based on life-stage information.
PersonicX helps marketers see the dramatic difference between the consumer behaviors of the affluent retiring couple next door and the young family just starting out, and tailor their retail and consumer goods marketing messages appropriately.
Acxiom applies PersonicX to customer data for quick, accurate analysis, immediately actionable at the household level, providing a common framework to view customers across product mix and organization.
PersonicX is linked with syndicated consumer survey databases, providing great breadth of knowledge about each target segment’s shopping behaviors. By knowing which segments are more likely to buy which products and services, marketers can better focus their marketing resources on households likely to respond, increasing efficiencies and reducing marketing costs.
While most other segmentation systems are at the block level or larger, PersonicX is the only source of information at an individual household level, enabling more precise targeting and more accurate segmentation. Both improve performance of models.
Powered by Acxiom’s InfoBase-X™ household data, PersonicX is the most accurate, current source of consumer data in the industry. This enables marketers to react to the movement of households from one PersonicX cluster to the next, changes that often trigger new consumer needs and marketing opportunities.
PersonicX assignments have been applied to more than 112 million households in the InfoBase-X database, helping marketers immediately select optimal households for customer acquisition programs. PersonicX enables companies to recognize customers across the enterprise and to quickly act on the power of that knowledge.
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