Geodemographic Data

The description of individual postcodes into one of 50 standard categories, based upon census data and consumer questionnaires. Mostly used by marketing people, but also used as a component of some credit scorecards.

Geodemographic segmentation is a classification technique for discovering whether the individuals of a population fall into different groups by making comparisons of multiple characteristics with the assumption that the differences within any group should be less than the differences between groups.

The CAMEO Classifications is a set of consumer classifications that are used internationally by organisations as part of their sales, marketing and network planning strategies. CAMEO UK has been built at postcode level and classifies over 60 million British consumers. It has been built to accurately segment the British market into 57 distinct neighbourhood types and 10 key marketing segments. CAMEO was developed and is maintained by Eurodirect.

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