CAMEO Choices
Propensity Scores - Marketing Scores
CAMEO Choices is a unique lifestyling system that segments UK individuals and households by their likelihood to behave in a certain way: in the products and services consumed and the leisure activities the enjoy.
Built using our wide-ranging datasets which represent one of the UK’s largest portfolios.
Models assess the tendency of each UK individual and household to exhibit specific lifestyle traits, financial behaviours and purchasing tendencies.
Scores the UK consumer base with predictions of their likely interests based on the known behaviour of individuals and households like them.
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CAMEO Choices in Detail
- Propensity scores are available for the following types of attributes:
KEY CHOICES SEGMENTS | CAMEO CHOICES ATTRIBUTE |
|---|
| DM & Mail Order | DM Responsive | Mail Order Buyer | |
| Financial | Have a Mortgage | Own House Outright | First time buyer |
| Own other property | Changed mortgage | Loan |
| Credit Card | Credit card transfers | Pay credit card balance in full every month |
| Have home collected credit | Savings Account | ISA |
| Shares | Investment Bonds | Unit Trusts |
| Active Investors | Pay into pension | |
| Home and Leisure | Budget FMCG Brands / Stores | Convenience Store / Forecourts | Quality Grocery Store |
| DIY | Gardening | Gambling |
| Health Foods | | |
| Vehicle Preference | Mini - New | Mini - Old | Small Supermini - New |
| Small Supermini - Old | Supermini - New | Supermini - Old |
| CMAV - New | CMAV - Old | Small Family - New |
| Small Family - Old | Medium Family - New | Medium Family - Old |
| Large Family - New | Large Family - Old | Large Executive - New |
| Large Executive - Old | Large 4x4 - New | Large 4x4 - Old |
| Small 4x4 - New | Small 4x4 - Old | MPV - New |
| MPV - Old | Sports - New | Sports - Old |
| Newspaper Readership | Mid Market Daily | Mid Market Sunday | Popular Daily |
| Popular Sunday | Quality Daily | Quality Sunday |
Households/individuals are scored for each attribute on a scale of 1 to 100, where:
1 = has no interest in the activity listed
100 = we know with certainty that they are interested
Yes/No flags can also be supplied.
Alternatively individuals/households are banded according to their propensity as follows:
1 = Very high
2 = High
3 = Above average
4 = Below average
5 = Low
6 = Very low
CAMEO Choices can be used to:
Enhance & segment consumer databases
Understand your customers & responders through profiling
Target direct mail, telecanvassing, door-to-door canvassing & leaflet drops
Screen mailing, telecanvassing or door-to-door lists
Perform advanced statistical analysis & modelling
