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DBS CAMEO Presentation Transcript

  • 1. © EuroDirect 1991-2004 One Park Lane . Leeds . W. Yorks . LS3 1EP Tel: 0113 242 4747 . Fax: 0113 242 4646 Email: info@eurodirect.co.uk . Web: www.eurodirect.co.uk Click here to enter the Interactive CAMEO UK Guide Interactive Guide Click here for an introduction to CAMEO UK
  • 2.
    • CAMEO UK is EuroDirect’s primary classification and is part of a powerful suite of segmentation tools for customer & market analysis, profiling & prospect targeting
    • The full suite consists of 8 UK household & postcode level classifications and over 25 others for countries all over the world, with many more in development
    • Key applications of CAMEO UK and the other CAMEO Classifications include:
      • Enhancing & segmenting customer databases
      • Understanding your customers & responders through profiling
      • Locating & targeting more prospects by finding ‘look-a-likes’
      • Performing catchment area & site location analysis
      • Understanding market potential
      • Screening of DM lists
      • Advanced statistical analysis & modelling
  • 3.
    • Built at postcode level using 2001 Census data alongside key individual/household level datasets
    • Geodemographic classification identifies:
      • Rich to Poor Areas
      • Young to Old Neighbourhoods
      • Leafy Suburbs to High Rise
    • Segments the UK into 58 categories & 10 key groups o rganised & delivered in an easy-to-use & relevant order by affluence & lifestage
    Postcode Level Targeting
  • 4. A Quick Reference Guide is provided in the brochure. For a more detailed overview of each category please proceed to our Interactive Guide
  • 5. Select a CAMEO UK Group: Welcome to our Interactive Guide U se this guide to help you understand in more detail the CAMEO UK classification. As well as using the system to gain an overview of the 10 CAMEO UK groups, this guide enables you to appreciate the geodemographic and socio-economic make-up of each of the 58 categories. Pie charts are provided which show the percentage distribution of key attributes. The bar charts provide an insight into a range of other key variables, comparing them to the national average which is defined as an index of one hundred. Affluent Singles & Couples In Exclusive Urban Neighbourhoods 1 Affluent Home Owning Couples & Families In Large Houses 3 Suburban Homeowners In Smaller Private Family Homes 4 Comfortable Mixed Tenure Neighbourhoods 5 Less Affluent Family Neighbourhoods 6 Less Affluent Singles & Students In Urban Areas 7 Poorer White & Blue Collar Workers 8 Poorer Family & Single Parent Households 9 Wealthy Neighbourhoods Nearing & Enjoying Retirement 2 Poorer Council Tenants Including Many Single Parents 0 1 © EuroDirect 1991-2005 Source: 2001 Census Area Statistics © Census output is reproduced with the permission of the Controller of HMSO and the Queen’s Printer for Scotland.
  • 6. Located in fashionable city and suburban areas, these affluent neighbourhoods are characterised by pre and post-family couples and singles. These residents live in small but expensive flats and terraces which they typically rent or mortgage, although some are wholly owned. Highly qualified, they represent the highest proportion of company directors in the UK. Others are employed in professional and white collar occupations in the service, IT and financial sectors. They frequently use the internet and read the quality press. They are active investors with a lower than average credit risk. This group is broken down into the following categories: 1A Opulent Couples & Singles In Executive City & Suburban Areas 1D Wealthy & Educated Singles In Student Areas 1C Urban Living Professional Singles & Couples 1B Wealthy Singles In Small City Flats & Suburban Terraces Affluent Singles & Couples In Exclusive Urban Neighbourhoods (3.44 %) Group 1
  • 7. These neighbourhoods are home to an older and often retired population some with school age children. They tend to live in spacious detached and semi-detached properties in exclusive suburban and rural areas and own two or more cars. In many cases they have paid up their mortgage and enjoy a high disposable income earned as directors or professionals. Although qualifications are lower than the previous group, they still remain high. They are extremely serious investors being 9 times more likely to have substantial shareholdings than the average. They are well able to maintain repayments and so represent a low credit risk. They read the quality press. This group is broken down into the following categories: 2D Wealthy Suburban Professionals In Mixed Tenure 2C Affluent Mature Couples & Singles Some With School Age Children 2B Affluent Mature Families & Couples In Large Exclusive Detached Homes 2A Opulent Older & Retired Households In Spacious Rural Properties Wealthy Neighbourhoods Nearing & Enjoying Retirement (3.64%) Group 2
  • 8. Slightly younger, these couples and families are reaching the pinnacle of their careers. The majority live in mortgaged or owned large detached and semi-detached properties in rural areas. With children of all ages at home, most households have at least 2 or 3 cars. Occupations vary from professional and white collar through to senior positions in blue collar and rural trades. Investor activity is above average. This group tend to be low risk and receptive to appropriate direct mail and mail order services. Internet usage is high and regional newspapers are frequently read alongside quality titles. This group is broken down into the following categories: 3B Young & Mature Couples & Families In Large Rural Dwellings 3A Wealthy Older Families In Spacious Suburban & Rural Detached & Semis 3C Well-Off Older Couples & Families In Large Detached & Semis 3D Wealthy Mixed Households Living In Rural Communities Affluent Home Owning Couples & Families In Large Houses (10.14%) Group 3
  • 9. Typically less affluent than those in group 3, these residents live in smaller less expensive semi and detached properties in small towns and pleasant suburbs. We see a mix of couples, singles and families. Typically homes are mortgaged although some are owned outright. Although this group includes directors, the majority are occupied in professional, white and blue collar employment. Car ownership is high as most residents use private transport to travel to work. Typically responsive to mail order, they are quite able to maintain repayments. They read a mix of newspapers. This group is broken down into the following categories: 4A Executive Households In Suburban Terraces & Semis 4B Professional Home Owners In Detached & Semi Suburbia 4C White Collar Home Owners In Outer Suburbs & Coastal Areas 4D Mature Owner Occupiers In Rural & Coastal Neighbourhoods 4E Couples & Families In Modern Rural & Suburban Developments 4F Mature Couples & Families In Mortgaged Detached & Semis Suburban Homeowners In Smaller Private Family Homes (13.27%) Group 4
  • 10. In this group we start to see a change in social class. These areas predominantly constitute homeowners in lower quality smaller detached and semi-detached properties or flats. They are dominated by couples and singles with some retired elements and family groups. They typically populate rural neighbourhoods, small towns and suburbs and are in most cases employed in white collar and manual trades. However we do see an incidence of individuals rising up the professional ladder. Levels of investment and credit risk are both lower than average. This group is broken down into the following categories: 5A Singles, Couples & School Age Families In Mixed Housing 5B Young & Older Single Mortgagees & Renters In Terraces & Flats 5C Mature & Retired Singles In Areas Of Small Mixed Housing 5D Young & Older Households In Coastal, Rural & Suburban Areas 5E Mature Households In Scottish Industrial Suburbs & Rural Communities 5F Young & Older Households In Areas Of Mixed Tenure 5G Older Couples & Singles In Suburban Family Semis Comfortable Mixed Tenure Neighbourhoods (8.42%) Group 5
  • 11. These well established neighbourhoods comprise moderately priced semi-detached and terraced properties in small towns and suburbs. These are typically family areas although we do see some individuals living alone or co-habiting. Less affluent and less educated than those in Group 5, these residents are either starting out in their careers, bringing in a single income to support a family household or merely working in lower paid positions. Their credit risk reflects the national average. They are frequent users of the internet and typically purchase from catalogues. This group is broken down into the following categories: 6A Less Affluent Communities In Areas Of Mixed Tenure 6C Mixed Households In Mostly Welsh Suburban Communities & Rural Areas 6B Older & Mature Households In Suburban Semis & Terraces 6D Couples & Families With School Age & Older Children In Spacious Semis 6E Mature Households In Less Affluent Suburban & Rural Areas 6G Young Single & Family Communities In Small Terraces & Rented Flats 6F Less Affluent Couples In Suburban Family Neighbourhoods Less Affluent Family Neighbourhoods (16.48%) Group 6
  • 12. Characterised by privately rented and mortgaged accommodation, these areas comprise smaller than average terraced properties and converted flats. Densely populated and found within cosmopolitan inner cities and areas on the outskirts of major towns, these are mainly young neighbourhoods comprising couples and singles. Many are students or those on the lower rungs of the career ladder, employed in a mix of professional, white collar and manual occupations. They are credit hungry and we start to see evidence of poor payment histories increasing their credit risk. This group is broken down into the following categories: 7A Single Mortgagees & Renters In Pre-School Family Neighbourhoods 7B Singles & Families In Ethnically Mixed Inner City & Suburban Areas 7C Young Flat Dwelling Singles & Couples In Inner City Student Areas 7D Young Singles, Couples & Students In Urban Areas 7E Young Singles In Privately Rented & Housing Association Properties Less Affluent Singles & Students In Urban Areas (5.70%) Group 7
  • 13. Poorer and older than those in the previous group, these residents encompass a mixture of couples and singles, some with children. There are also pockets of pensioners. Properties are typically smaller low quality terraces and semi’s, mainly mortgaged and located amongst and on the outskirts of urban centres. Typical employment includes manual and poorly paid white collar occupations. Unemployment is above the national average and car ownership is low. Mail order channels are often used to spread payments and to earn additional income through commission but levels of credit risk are above the UK average. This group is broken down into the following categories: 8A Poorer Retired Households In Owned & Rented Accommodation 8B Older & Mature Households In Suburban Areas Of Mixed Tenure 8C Older Households With School Age Children In Towns & Suburbs 8D Poorer Young Singles In Suburban Family Areas 8E Mixed Mortgagees & Council Tenants In Outer Suburbs 8F Singles & Couples In Small Terraced Properties Poorer White & Blue Collar Workers (16.69%) Group 8
  • 14. Comprising singles, couples and families, these neighbourhoods are exemplified by council and housing association tenants. However some of the types within this group are mortgagees. Situated in poorer suburbs and small towns they typically reside in low rise flats, semi’s and terraces. Poorly educated, these residents are mainly employed in low paid unskilled and blue collar occupations, with some working in offices. There are many households with a single income, some of those being single parents. Levels of unemployment and payment default feature significantly in these areas. This group is broken down into the following categories: 9A Poorer Singles In Outer Suburban Family Neighbourhoods 9B Poorer Singles & Families In Mixed Tenure 9C Suburban Scottish Households In Small Terraces & Flats 9D Ethnically Mixed Young Families & Singles In Terraced Housing 9E Poorer Couples & School Age Families In Terraced & Semis 9F Flat Dwellers In Council & Housing Association Accommodation 9G Young & Older Households In Housing Association & Mortgaged Homes Poorer Family & Single Parent Households (10.69%) Group 9
  • 15. The residents of this group typically occupy low quality terraces and small flats in cosmopolitan towns and suburbs. The majority rent social housing from the council or through housing associations, although some are struggling to pay a mortgage. Within these neighbourhoods live poorly paid office and manual workers. Educational attainment is very low and unemployment is the highest in the UK. These are generally family and single areas. They are typically credit hungry, striving to make ends meet and are often unable to meet repayments. These individuals more often than not read the tabloid press. This group is broken down into the following categories: 10A Hi-Rise Flat Dwellers In Cosmopolitan Areas Of Mixed Tenure 10B Council Tenants & Mortgagees In Scottish Suburbia 10C Poorer Mortgagees & Council Renters In Family Neighbourhoods 10D Singles & Single Parents In Suburban Hi-Rise Flats 10E Mature Households In Small Terraces & Semis 10F Poorer Singles In Local Authority Family Neighbourhoods 10G Single Renters In Mixed Age Hi-Rise Communities Poorer Council Tenants Including Many Single Parents (11.53%) Group 10