TransUnion is the new trading name of Callcredit in the UK. The usual high levels of service and products will continue as normal whilst we update the brand over the coming months.

CAMEO Welfare - understanding and assessing social deprivation

Welfare segmentation data by postcodesSocial deprivation affects a significant proportion of the UK population. Understanding which consumers are affected and to what extent can have a dramatic impact on targeting strategy.

CAMEO Welfare is a unique, reliable and comprehensive indicator of poverty throughout the UK. It draws on a range of Government statistics and in-depth postcode level datasets to assess every UK neighbourhood; enabling better customer understanding and more accurate prospect screening.

CAMEO Welfare provides a key differentiator - segmenting consumers by levels of deprivation across cities, towns and rural areas. Within these geographical areas the classification drills down into 28 groups, where 28 is the most disadvantaged and 1 is the least.

Each segment takes into account a range of factors that contribute to poverty and deprivation including:

• Quality of environment
• Levels of crime
• General health
• Levels of unemployment
• Educational attainment
• Income levels

CAMEO Welfare can be used in isolation or to enhance targeting selections from the other CAMEO Classifications.

For more information download the CAMEO Welfare reference table