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Building a better ACORN is not simply about using new data and innovative techniques, it’s achieving and sustaining improved performance. CACI carried out extensive testing in order to deliver an ACORN solution which is the best discriminator. Below are examples of the methodology which has enabled us to market the ACORN we have today.
Testing method
Two of the tests we used when building the new ACORN are:
 |
“Pulling Apart” Power |
| |
Targeting Power |
Pulling Apart
“Pulling apart” measures how well the ACORN profile creates discrimination.
Max |
Min |
|
| Family income over £50,000 | 506 |
4 |
| 4+ Internet purchases per year | 237 |
24 |
| Spend over 20,000 on car | 604 |
7 |
| High credit card limit | 300 |
8 |
| High food spend | 223 |
17 |
| Interest in current affairs | 319 |
41 |
| Interest in self improvement | 224 |
59 |
Each ACORN type has a different propensity to use a product. This table shows the highest and lowest indices from an ACORN profile. (The national average = 100)
The bigger the gap between highest and lowest the better the “pulling apart”.
The new ACORN “pulls apart” better than ever before because of our innovative methodology. Examples of areas where ACORN works better:
 Using email |
Dishwashers |
| High
credit card limits |
Tumble
drier |
| High
credit card spending |
Coffee
bars |
| Income |
Lunch-time
eating out |
| Gardening |
Buying
wine |
| Buying
new cars |
Eating
brown bread |
| Scooters |
Big
weekly food bills |
| Opera |
Targeting Power
We measured Targeting power in terms of gains curves (click here to see our method) to check where ACORN is significantly better.
Our tests show that ACORN is targeting better across all sectors, for example finance, automotive, e-commerce, holidays, food shopping and brown goods, as a result of our exclusive methodology.
| Mortgages |
Winter
snow holidays |
| Time
left on mortgage |
Weekend
breaks |
| Company
medical insurance |
Classical
music/Opera |
| Private
pension |
Weekly
food spend |
| Car
insurance |
Eating
out |
| Child
savings plan |
Family
income |
| Guaranteed
income bonds |
House
price |
| National
Savings |
“New
player” credit cards |
| Stocks & shares |
Own
a DVD player |
| Unit
trusts |
Have
cable TV / phone |
| Buy
new car |
Have
satellite TV |
| Buy
car over £20,000 |
Own
a laptop computer |
| Can
choose company car |
Use
PC for finance |
| Car
kept in garage |
Use
PC for education |
| European
holidays |
Use
email |
| USA
holidays |
|
 Converting
from the old ACORN |
legal - privacy
All information presented is copyright CACI Limited 2003