Automated Consumer Segmentation at the Household Level Enables Precise Targeting of Diverse American Cultures and Lifestyles

Share Article

Geoscape Intelligence System provides access to an increasingly diverse marketplace.

News Image
“The 2010 Census showed dramatic cultural shifts. It is critically important that marketers adapt to these changes using strategic data and software that applies these shifts to real-market situations,” said Louis Rolleigh, Product Leader for Acxiom.

Targeting specific consumers and households based on a myriad of demographic, lifestyle and cultural attributes—through an internet-based service—became reality as Geoscape integrated Acxiom® Personicx® into its online platform. Geoscape subscribers now have optional access to a complete household segmentation suite within the Geoscape Intelligence System (GIS) that will enable companies to better understand consumer demographics and buying behaviors, conduct market analysis, plan customer acquisition strategies, and create more highly targeted campaigns.

The move is significant because it validates the growing importance of the Hispanic market and other diverse cultures in America, enabling marketers to improve their efforts by understanding buying power, brand loyalty, media preferences and leveraging the acculturation data of households across America. This market intelligence drives communications planning, brand strategy, product distribution and marketing strategy for any business or product wishing to tap into the culturally diverse American mainstream marketplace.

Geoscape users will have access to Personicx®, a widely used individual and household-level segmentation and visualization system built using the Acxiom’s InfoBase® data. By classifying all U.S. households according to consumers’ different stages of life and related purchasing behaviors, Personicx provides a current, accurate and consistent framework to view consumers at a household level. With 100% coverage, Personicx enables users to see differences in how U.S. households spend time and money. This turns raw data about customers into accurate, actionable information.

“The combination of Personicx segmentation and the Geoscape platform enables true micro-targeting for CPG producers, Retailers and Financial Service providers within minutes. Presenting segmentation data in a clear, easy-to-understand manner using maps, graphs, tabular reports and direct marketing lists makes decision-making far easier and increases the ROI for any marketing initiative,” said Arthur Rockwell, Vice President, Sales, Geoscape.

“The 2010 Census showed dramatic cultural shifts. It is critically important that marketers adapt to these changes using strategic data and software that applies these shifts to real-market situations,” said Louis Rolleigh, Product Leader for Acxiom. “The flexibility and high-performance of Personicx household segmentation combined with the Geoscape platform provides an extensive system for culturally changing markets.”

Geoscape’s HispanicityTM segments define America’s Hispanic population into five distinct segments according to different cultural practices, language preference, time in the country, and can be viewed by many other dimensions. For example, the “Nueva Latina” segment includes English-preferred adults who were born in the U.S. but retain certain of their ancestors’ cultural practices. The “Hispano” segment comprises Spanish-speaking adults who have been in the country over 10 years, having immigrated as an adult. They are primarily Hispanic in their cultural practices and speak limited English. Distinct attitudes, media and buying behavior can be tied to each segment.

For more information on the joint offerings, please Geoscape at 1-888-211-9353 or visit

About Geoscape
Geoscape serves its clients by providing business strategy, analytics, research, databases and automated intelligence systems. The online Geoscape Intelligence System (GIS), the DirecTarget® database enrichment system and a variety of geo-demographic, consumer, business and media databases enable actionable insights that lead our clients to gain significant business advantages. Geoscape is a privately held company owned by NMS Capital and César M Melgoza, Founder & CEO, and is headquartered in Miami.

About Acxiom
Acxiom is a recognized leader in marketing technology and services that enable marketers to successfully manage audiences personalize consumer experiences and create profitable customer relationships. Our superior industry-focused, consultative approach combines consumer data and analytics, databases, data integration and consulting solutions for personalized, multichannel marketing strategies. Acxiom leverages over 40 years of experience in data management to deliver high-performance, highly secure, reliable information management services. Founded in 1969, Acxiom is headquartered in Little Rock, Arkansas, USA, and serves clients around the world from locations in the United States, Europe, Asia-Pacific, the Middle East and South America. For more information about Acxiom, visit

Acxiom, Personicx and InfoBase are registered trademarks of Acxiom Corporation.

Contacts: David Radoff, Geoscape 415‐760‐6336 / dradoff(at)geoscape(dot)com


Share article on social media or email:

View article via:

Pdf Print

Contact Author

David Radoff
Latin Force Group
(415) 760-6336
Email >
Visit website