Callcredit offers Connected segmentation tool

Callcredit has launched Connected, a consumer segmentation tool that is designed to help marketers engage and communicate with customers and prospects through the most appropriate channel.

Connected uses marketing data from Callcredit's Core consumer universe, combined with information from the Yougov media panel and its technology and telecoms survey.

The customer profiling tool segments the UK population into five broad technological groups, broken down into 23 more specific categories.

These include categories as diverse as 'PDA Professionals' in the 'Spending Big' group, 'Digital Dabblers' in the 'Follow the Leader' group, and 'Keep It Simple Seniors' in the 'Lagging Behind' group.

Connected looks at all types of technology and the ways in which consumers interact with them to support and enhance their lives, whether it is in the purchase of goods and services or in the pursuit of entertainment and knowledge.

The tool can be used by marketers and data planners for customer segmentation, profiling and prospecting.

This detailed insight gives them an understanding of how individuals consume and interact with different types of technology.

This knowledge can then be harnessed to engage more effectively with consumers through more personalised marketing campaigns, carrying an appropriate message through their preferred channel.

Chris Savage, managing director of Callcredit Marketing Solutions, said: 'Knowing which consumers purchase products using mobile technology, which are avid online users and which do not use the internet at all can be extremely useful insights for marketers.

'With this intelligence to hand, acquisition and retention campaigns can be vastly improved, building customer loyalty, lifetime value and return on investment,' he added.

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