For analysts who demand the most current and precise demographic data for their analysis, MicroBuildHD provides a collection of the most commonly used and powerful household demographic variables.
At best, the US Census Bureau uses a demographic characteristics sample from 1 in every 6 to 7 households to reflect the demographics for the entire population. And they only do this once every ten years.
Contrast this Census sampling with an average of 75% sampling for MicroBuild-HD at the block group level. While this is a national average, many block groups use a sampling rate of 90% to 100%.
Many products on the market rely on the U.S. Census as their primary input and continue to rely on these original samples as a means to depict demographic characteristics. This method ensures that you will struggle to see and act on high change areas (growth and decline) and could therefore make inaccurate business decisions.
For more than 30 years, marketers have been using segmentation systems that can only go so far—oftentimes limited to the neighborhood level or larger. These “birds of a feather” systems result in inaccuracies, false assumptions, and wasted marketing dollars. Acxiom® has taken consumer segmentation to an unprecedented level of accuracy and effectiveness—Personicx®.
Personicx is a household level segmentation system that places each US household into one of 70 segments based on that household’s specific consumer and demographic characteristics. Personicx reveals the dramatic difference between the characteristics and consumer behaviors of the affluent retired couple right next door and the young family just starting out.
Once you see this difference, you can tailor your marketing programs appropriately.
Current and Accurate, fresh data reflects US consumers…today – Personicx is driven by Acxiom’s InfoBase® household data, the most accurate, current source of consumer data in the industry. With at least two updates per quarter, Personicx assignments accurately reflect the dynamic nature of consumers today.
Precise, household level segmentation – Personicx segmentation is applied at an individual household level, not at a block group or larger, enabling greater precision of targeting and true accuracy of segmentation.
Superior differentiation between segments – Acxiom’s life stage segmentation methodology results in a higher level of differentiating power, providing inherently greater distention than classical segmentation models.
Social Psychology and Consumer Behavior supports a common sense assumption that households will share more consumer similarities if they share the same life stage, such as single, married, parent, empty nest and similar socio-economic characteristics.
Personicx® has been developed with a methodology focused on life stages resulting in greater differentiating power—greater consumer distinction between clusters.
The consumer population of the United States is continually changing. Built with InfoBase data, Personicx® assignments are updated two or more times each quarter. This enables marketers to track changes and discover marketing opportunities as changes occur in the life stage of US consumer households.
* Personicx® is a household level segmentation system that places each US household into one of 70 segments based on that household’s specific consumer and demographic characteristics. Gadberry Group is a non-exclusive reseller of Acxiom, Inc. The following trademarks are owned by Acxiom Inc.: Acxiom®, InfoBase®, and Personicx®.
America has always been a country of multiple heritages. More significant, is that we see each group choosing to maintain and preserve their unique values. Their preferences and family values are shaped by their culture, social structure and the political climate.
MicroBuildHE defines Ethnic Grouping at the household level by census block or block group by utilizing the industry-leading ethnic encoding engine by Ethnic Technologies. Attributes include ethnicity, race, country-of-origin, assimilation index and language preference.
The ethnic information provided by MicroBuildHE leverages the strength of the MicroBuild product: name and address content. We then use E-Tech* encoding to determine the ethnicity of each individual household in the MicroBuild database.
Ethnicity is an individual’s identity with or membership in a particular racial or cultural group. Many ethnic and religious groups in the United States maintain a strong cultural identity. Immigrants are often attracted to communities from their own ethnicity, communities in which many traditional cultural features are maintained.
An individual’s ethnicity is not in all circumstances related to one’s “Country of Origin.” Deepak Banerjee may have been born in England and emigrated from there, but his ethnicity is Indian and his religion in Hindu.
Conventional wisdom says that America is a melting pot of many different cultures. Try mixing up six different cheeses in a melting pot then try to find the different taste values of each. It is very difficult to do. The same applies to identifying the different cultures in our nation.
A better approach is to see the diversity in America as a mixed salad, where each different ingredient can be identified. This method, if used properly applies to the many ethnicities and different cultures in our nation and each can be identified.
Assimilation is the process whereby a minority group gradually adopts the customs and attitudes of the prevailing culture. Assimilation is also the state of change that occurs when a new immigrant enters the country and adapts to the surrounding environment.
As they become more adapted and comfortable within their new environment, the immigrants will no longer seem to be immigrants. Their lifestyle characteristics will be more in line with that of the general population because of their higher level of assimilation.
Assimilation is a level in which a Hispanic individual or household has adapted to our language and way of living. Ethnicity, language preference, income, dwelling unit size and geographic locators are used as variables along with our expert system rules to match a Hispanic individual with one of our assimilation index codes. With each level of assimilation the individuals spending habits, socio-economic status, communication preference and other lifestyle characteristics differ.