As the behaviour and purchasing habits of consumers become increasingly complex, markets fragment and marketers must use all of the tools at their disposal to improve their understanding of consumers and the targeting of their campaigns.

Originally developed over 25 years ago, ACORN was the first geodemographic classification tool in the UK. The latest version, described by CACI as the most powerful yet, groups the entire UK population in to 5 categories, 17 groups and 56 types, enabling marketers to make informed decisions regarding strategic business matters such as communications planning, store performance and positioning, resource allocation and cross- or up-selling activities.

By applying the ACORN data to existing records marketers are able to identify the most valuable customers on their files. This profile can then be used to locate enclaves of prime ‘look-a-like’ prospects in other areas, allowing the marketing team to target these households with suitable communications, gearing marketing activities, store openings and retail presence towards those most likely to become repeat customers.

Using a unique two stage process to cross reference and verify the data sources, CACI combined census data with lifestyle and demographic information to create the latest version of ACORN, sustaining the product’s position as the most reliable and respected consumer classification system on the UK market.