Cartogen implements EuroDirect Cameo
Customer profiling and location planning consultancy Cartogen is using EuroDirect's geodemographic classification system Cameo to categorise online customers. By assigning
e-commerce buyers into one of the 57 categories in the system, users can improve their understanding of online business without having to use lengthy surveys at point of purchase.
Address data is automatically captured as part of the transaction, removing the barrier to profiling usually experienced online. Yet the consultancy claims that most e-commerce companies are not making the most of the information they have.
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For an annual fee, companies can have their customer database profiled on a monthly basis by Cartogen. The business already works with offline data for retailers including Superdrug and Shell UK and is now applying similar tools into the digital space.
By using postcode-derived profiles, ecommerce traders can adapt their product offerings and marketing strategies to suit their actual customer base.
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