CACI Ltd: ACORN – Geodemographic Segmentation for UK Postcodes
Segment the UK population into one of 62 Acorn Types based on demographics
Acorn is a geodemographic segmentation of the UK’s population. It segments households, postcodes and neighbourhoods into 6 categories, 18 groups and 62 types. By analysing significant demographic factors and population behaviour, it provides a detailed understanding of the consumer characteristics of people and places across the UK, allowing you to define and deliver appropriate targeting strategies across all consumer facing sectors. Whether you are trying to understand your existing customers, identify profitable prospects, understand your catchment area or allocate resources effectively, Acorn can provide insight to help you do just that.
Acorn is supplied as a postcode directory with each UK postcode allocated an Acorn segment. It can be appended to customer records for message selection, used to profile different cohorts of customers or aggregated to describe areas using tools like a GIS.
Acorn data is easy to download and join to any UK postcode dataset, either your customer data or larger geographic areas such as catchments. It can be analysed and visualised in Snowflake and comes with a range of supporting materials such as pen portraits and videos to help with your interpretation.
– Current UK postal geography with Acorn, Category Group and Type
– Acorn Category (6)
– Acorn Group (18)
– Acorn Type (62)
Example Use Case:
Join the Acorn data to customer postcodes and then join the sales data to the customer record to understand what demographic types are your biggest spenders so you can understand what is driving their spending to ensure the communications you send to them are relevant. Are they likely to be Type16 – Metropolitan Professionals, Type 26 – Semi Professional families, owner occupied neighbourhoods or Type 30 – Older people, neat and tidy neighbourhoods.
About the Provider:
At CACI we do amazing things with data. Our heritage of understanding people and places across the UK underpins everything we do and forms the basis of our unique range of data products and solutions. We create unrivalled insight for our clients enabling them to define and deliver appropriate targeting strategies across all consumer facing sectors. Whether you are trying to understand your existing customers or catchment areas, develop propositions, plan investment or allocate resources effectively, CACI can provide the insight to help you do just that.