(London, 26 June 2009) Marketing Metrix has made its revolutionary new geodemographic segmentation system, Citizen, available to data buyers through Lloyd James Group’s List & Media Management division.

Using proprietary sophisticated modelling techniques, Marketing Metrix has created a highly functional, topical and economically relevant segmentation tool – currently the most up to date geodemographic system in the UK.  Unique and up-to-date behavioural and attitudinal data indicators have been created to enhance Census and ER data to give a greater understanding and insight into segments of the population.  Peripheral data indicators such as distance to upmarket coffee shops and proximity to good/bad schools help to increase the understanding of an area, allowing for more accurate targeting than is possible with other systems.

Citizen provides data users with access to 47 million individuals.  It is divided into six main segments:  Credit Crunchers; Winding Down; Baby Boomers; Urbane Urbanites; Rank & File; Generation X.  Each segment is broken down further, in total there are 28 distinct Citizen codes for buyers to choose from. 

Citizen can be selected manually (by Citizen code, geographic area, gender and age).  Alternatively, users can obtain profile reports and then build lookalike selection models.

Citizen’s unique approach takes account of the lives people are truly living today – in terms of society, economics, technology, politics, and a host of other factors.  For instance, it identifies those who are suffering financial stress in the current climate and differentiates them from those who remain unaffected by the credit crunch.  Marketing Metrix is refining the models on an ongoing basis so that the data will change as the economic climate changes.  As a result of this level of topicality, individuals may, over time, move between groups.

Citizen is a multi channel data source offering postal addresses, email addresses, landline and mobile telephone numbers.

Lynn Stevens, Managing Director of data solutions provider Lloyd James Group, notes: “Citizen really breaks new ground by taking into account the social and economic context of life in Britain today. This marks a major step forward in the development of targeting systems, and will appeal to the strategies that marketers are having to rapidly develop to steer their organisations through the rough seas of a deep recession.”

Stevens adds: “Citizen’s segmentation system provides data buyers with precise targeting and true understanding of the circumstances that people in the UK find themselves in today. It will suit many types of buyer – mail order, financial services, utilities and charities to name a few.”

Bill Portlock, Managing Director of Marketing Metrix, says: “We have spent a long time creating Citizen and are proud to have unveiled a data segmentation product which so accurately reflects today’s Britain. In constantly keeping the data up-to-date, Citizen gives marketers the opportunity to approach consumers with messages and offers that make sense given their circumstances at the time.”

He adds: “We appointed Lloyd James Group as a data reseller to cover the traditional data sales market. They have a specialist portfolio which allows them to focus on the needs of each of their list owners and Citizen compliments that existing portfolio.”