Dataset
Acorn
Understanding your audience through a geodemographic segmentation of the UK’s population
Acorn is a geodemographic segmentation of the UK population at postcode level comprising seven categories, 22 groups and 65 types.
This will deepen your understanding of your customer base and catchment area and ensure you identify and interact with the right people, in the right place, at the right time by analysing data from hundreds of sources and segmenting UK postcodes by common characteristics.
Acorn is used by thousands of organisations across every industry to better understand their target demographic.
Struggling to understand your customers?
With every postcode in the UK assigned an Acorn segment, you can easily understand the key characteristics of your audience, brought to life in the accompanying wealth of supporting collateral providing insight on each Acorn segment.
Having trouble determining where your customers are located?
Not only will Acorn help you understand who your customers are, but just as importantly, where they live.
Looking to improve your customer targeting?
Through Acorn, you can tailor your customers’ experiences and personalise messaging, cross-selling and services that align with the needs and preferences of each cohort.
Unparalleled segmentation of the UK population
Acorn provides an innate understanding of the various types of people forming your customer base and catchment areas by analysing data from hundreds of different sources and segmenting UK postcodes by common characteristics. It becomes the foundation of effective engagement strategies by identifying and interacting with the right people, in the right place, at the right time and with the right message.
Blending geography, demographics and consumer characteristics and behaviours
Acorn is built with leading AI techniques, extensive input data, detailed product collateral and dashboards to revolutionise your approach to customers.
The comprehensive insights you gain through Acorn will amplify your business’ strategies, enhance personalised content that resonates with a range of audiences, determine optimal locations for opening new branches and prepare your business for a successful future.
Benefits
Connecting people and places through geodemographic segmentation
Profile consumers & catchments
Receive granular insights ranging from age and income to shopping habits and lifestyle factors to profile and understand your customer base or catchment area
Identify opportunities & headroom
Understand opportunities, your value proposition for each target audience and identify headroom across the UK
Personalise communications
Tailor communications based on customers’ insights and channel preferences
Optimise branch or retail
networks
Optimise your store or branch network to fit the needs and preferences of customers in the area
Plan for expansion
Accurately plan for expansion by understanding where best to make your next move
Assess local demand
Improve product and service decision-making based on local demands and preferences
Ensuring every industry reaches their target demographic
Acorn can help every industry and sector achieve their geodemographic goals. A few of the sectors Acorn does support include:
Charities
Acorn helps charities identify and support those in need and understand the most effective communication methods for various types of supporters to bolster outcomes of fundraising initiatives
Media
Acorn is used across the media industry as a common language between research panels and media buying tools, helping organisations better understand subscribers and define media buying strategies
Public Sector
Understanding the needs of different communities within an area enables public sector organisations to drive value and impact
Property
Acorn equips property owners with the strongest foundations for investment decisions, from securing the right tenant mix in a shopping centre to gauging the type of residential properties specific locations require
Retail & Leisure
Acorn is trusted by retail, leisure, grocery and FMCG organisations to inform location and customer engagement strategies and decisions
Utilities
Organisations across the utility sector use Acorn for predicting consumption to shape effective communications, strategies and product propositions
See us in action
Enabling Affinity Water to understand water demand through Acorn
Find out how Affinity Water leverage CACI’s geodemographic segmentation, Acorn, to model water demand in unmetered households, gain a more nuanced understanding of varying water demands and determine irregularities potentially affecting water usage.
See us in action
Optimising Legal & General customers’ experiences through a data-driven approach
Find out how CACI enabled Legal & General to transform customer experiences by developing a data and technology roadmap that would drive business growth.
Try Acorn
Find out the key characteristics of each Acorn segment and learn more about the Acorn Groups through our interactive dashboard.
Contact CACI
Acorn has been trusted and used by organisations across the UK for over 40 years.
If you’re looking for a demo, want to book a consultation, or both – we’ll make understanding your customers easy.
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