Acxiom® Corporation Offers Marketers a High-speed, Household-level Mapping and Segment Analysis Tool

PersonicX® VisionScape™ Market Analyzer provides real-time, integrated analytics about consumer behaviors and attitudes

September 30, 2008 – Acxiom® Corporation (Nasdaq: ACXM ) today announced the release of enhancements to its PersonicX® VisionScape™ segment analysis and visualization tool suite. Acxiom customers can now increase market analysis productivity by 30 percent with PersonicX VisionScape, plus gain a better understanding of their target audience as a result of greater accuracy and speed in the analysis of consumer attitudes, demographics and behaviors by geographic location.

PersonicX VisionScape is Acxiom’s latest innovation in the PersonicX family of household-level segmentation tools. The centerpiece of PersonicX is PersonicX Classic™, 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.

Through PersonicX’s industry-leading consumer-coded system, VisionScape accesses a comprehensive library of consumer behaviors and attitudes using syndicated resources such as Mediamark Research and Intelligence, LLC, Scarborough Research and DK Shifflet and Associates to derive in-depth consumer insights. Other available information in VisionScape includes InfoBase-X™ demographic data, consumer purchasing behavior, business summary data, and more. Additionally, the new enhancements include analysis modules that enable businesses with a brick-and-mortar presence to evaluate new sites and the performance of existing stores as compared to their calculated potential.

“PersonicX VisionScape gives businesses hands-on access to tools that generate immediate, precise and actionable results,” said Ray Kraus, product manager for Acxiom. “In today’s customer-centric marketplace, it’s a given that understanding your target audience will make the difference in whether or not you make the sale. By identifying and marketing to consumers who are twice as likely to have known target segments, double digit increases in response and conversion rates can also be realized.”

With VisionScape Market Analyzer, marketers can identify trade areas with large concentrations of targeted consumers; pinpoint and map the location of existing customers; quantify the base demographics and consumer spend of trade areas; and analyze how they stack up against the competition. “With these VisionScape enhancements, marketers can now make intelligent decisions that can improve their return on investment by understanding their market in a geospacial framework,” added Kraus.

Marketers can also use PersonicX VisionScape to answer 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 for easy creation of customized target groups based on PersonicX-coded customer/consumer behavioral survey data. These easy-to-use reporting and mapping capabilities enable businesses to share critical marketing data with all stakeholders across an enterprise, providing businesses a consistent framework from which to view the consumer landscape.

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