CAMEO Choices
Propensity Scores - Marketing Scores
CAMEO Choices is a unique lifestyling system that segments UK households by their likelihood to behave in a certain way: in the products and services consumed and the leisure activities enjoyed. They assess the tendency of each UK household to exhibit specific lifestyle traits and purchasing behaviours.
The CAMEO Choices propensity scores have been built at household and individual level using wide-ranging datasets which represent one of the UK's largest data portfolios, meaning that the model predictions are extremely accurate.
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CAMEO Choices in Detail
- Household level propensity scores available for a wide range of lifestyle activities and product purchases.
- Individual level variables are also available to understand the likelihood of individuals to display certain financial behaviour or to hold certain financial products.
- Scores the UK consumer base with predictions of their likely interests based on the known behaviour of households like them.
- 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 (household) | Mortgaged Homeowner | Own Outright Homeowner | Health Care Insurance |
| Home Buildings Insurance | Home Contents Insurance | Current Account | |
| Motor Insurance | Savings & Investments General | Savings & Investments Tax Free | |
| Shares | Loans | Credit Card Holder | |
| Financial (individual) | Pay credit card bill in full every month | Make credit card balance transfers | Recent use of home collected credit |
| Recently increased investments | Recently made new investments | Have an ISA | |
| Have multiple loans | Have changed mortgage | First ever mortgage | |
| Own other property | Pay into a pension scheme | ||
| Technology | Cable TV | Computer Games | Computer Owner |
| Internet User | Satellite TV | ||
| Home | Budget FMCG Brands/Stores | Convenience Store/Forecourts | DIY |
| Dog Owner | Gardening | Pet Lovers | |
| Quality Grocery Store | Value Grocery Store | ||
| Automotive | Car Owner | ||
| Leisure & Entertainment | Arts | Cinema | Food & Wine |
| Gambling | Music | Pubs | |
| Mini Breaks | Voluntary Work | Book Lovers | |
| Glossy Magazines | Mid Market Daily | Mid Market Sunday | |
| Popular Daily | Popular Sunday | Quality Daily | |
| Quality Sunday | Regional Daily | Regional Sunday | |
| Health | Health/Organic Foods | Health Clubs | Slimming Products |
| Sports | Leisure Sports | Outdoor Pursuits | Racquet Sports |
| Water Sports | Winter Sports | ||
| Travel | Holidays Taken - Europe | Holidays Taken - North America | Holidays Taken - Rest Of World |
| Holidays Taken - UK/Ireland | |||
| Charity | Charity Donor | Arts & Conservation | Medical |
| Social & Economic Issues | |||
| Education | Further Education | ||
- 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
CAMEO Choices Applications
- 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
- Modelled CAMEO Choices attributes can be used to 'top-up' real data selections.
- Use in isolation or combine with the powerful age and affluence aspects of CAMEO Lifestyle to provide a unique tool that can be used to identify and target key consumer groups most likely to be receptive to particular offers.