Whilst Area Profile Reports give insight into a population, ACORN profiling of existing customer data enables deeper customer insight.
This process profiles an organisation's customer base according to the ACORN classification system. The full classification system extends the one used in Area Profile Reports from 5 broad categories to 57 narrower types.
The 57 ACORN types can be targeted by postcode which, on average, represents 15 households.
ACORN Profiles give insight into the life-stage and life-style of participants which can inform the positioning, offer and marketing communications deployed by an organisation as required by its business objectives.
ACORN Profiles can be used to identify 'hotspots' - where new customers are most likely to be - and areas of low participation which would be targets for social inclusion strategies.
The 57 ACORN types can be targeted by postcode which, on average, represents 15 households. This is done by purchasing data from commercial data providers.
Customer databases can be profiled before and after activity to evidence and evaluate impact on custom.
ACORN Profiles are not subsidised in the same way that Area Profile Reports are. Their provision depends upon the availability of comprehensive customer data. For more information contact: leo.sharrock@hants.gov.uk.
