CAMEO Welfare

Socio-Economic Segmentation - Consumer Profiling - Prospect Targeting

CAMEO Welfare provides a unique way of segmenting, profiling and understanding the UK population by looking at key deprivation indicators.

Built at postcode level from wide range of Government Statistics, CAMEO Welfare allows users to assess every neighbourhood in the UK according to their overall level of deprivation and poverty.

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CAMEO Welfare in Detail

CAMEO Welfare takes into account location as a key discriminator and segments areas by their level of deprivation into three geographical areas:

Cities
Towns
Rural Areas

CAMEO Welfare comprises 28 different segments, where:

1 is the least deprived
28 is the most deprived

This powerful classification has been built using Deprivation Statistics at Super Output level from Central Government and supplemented with additional geographical intelligence.
It covers a variety of aspects that contribute to deprivation including:

Quality of Environment
Levels of Crime
General Health
Levels of Unemployment
Educational Attainment
Income Levels

A lookup table detailing the 28 CAMEO Welfare clusters and their associated characteristics can be found over the page.

CAMEO Welfare Code	% UK Households	Deprivation Index* (*100 = National Average)	Location	Levels of Crime	General Health	Educational Attainment	Quality of Environment
1	5.51	19	Town	Very Low	Very Good	Very High	Very Good
2	3.37	20	City	Very Low	Very Good	Very High	Very Good
3	0.33	23	Rural Area	Very Low	Very Good	Very High	Very Good
4	5.36	34	Town	Low	Very Good	High	Very Good
5	3.39	35	City	Low	Good	Very High	Good
6	0.96	36	Rural Area	Very Low	Very Good	Very High	Good
7	5.03	46	Town	Low	Good	High	Good
8	1.49	47	Rural Area	Very Low	Very Good	Very High	Good
9	3.32	48	City	Low	Good	High	Good
10	4.89	57	Town	Low	Good	High	Good
11	3.53	58	City	Below Average	Good	High	Good
12	1.60	59	Rural Area	Very Low	Good	High	Better Than Average
13	3.80	71	City	Below Average	Good	High	Poorer Than Average
14	4.72	72	Town	Low	Good	Above Average	Good
15	1.44	73	Rural Area	Very Low	Good	High	Average
16	4.36	88	City	Average	Better Than Average	Above Average	Poor
17	0.99	89	Rural Area	Very Low	Good	High	Poor
18	4.75	90	Town	Below Average	Better Than Average	Average	Better Than Average
19	0.62	109	Rural Area	Low	Better Than Average	Average	Poor
20	4.84	110	City	Above Average	Average	Average	Poor
21	4.60	111	Town	Average	Average	Below Average	Average
22	5.84	140	City	High	Poor	Below Average	Very Poor
23	4.08	141	Town	Above Average	Poor	Low	Poorer Than Average
24	0.38	149	Rural Area	Below Average	Poor	Low	Average
25	6.43	182	City	High	Poor	Low	Very Poor
26	3.62	184	Town	High	Poor	Very Low	Poor
27	2.90	262	Town	Very High	Very Poor	Very Low	Poor
28	7.50	265	City	Very High	Very Poor	Very Low	Very Poor

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CAMEO Welfare

Socio-Economic Segmentation - Consumer Profiling - Prospect Targeting

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CAMEO Welfare in Detail

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