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InfoBase® Geo
Geographical Data for Market Insight and Audience Engagement
Understand people and places across the UK with postcode-level intelligence.
Acxiom’s InfoBase Geo UK provides insight into the consumers and households that live in a geographical area. This helps brands understand local demand for goods and services, supporting activities such as location planning and geo-marketing.
Why Geographical Insight Matters
Geographical data remains a cornerstone of effective marketing and customer intelligence. By combining robust postcode-level information with Acxiom’s comprehensive InfoBase® dataset, marketers and analysts can:
- Identify where demand exists for products and services.
- Understand local communities demographic and lifestyle profile.
- Predict consumer behaviours and preferences geographically.
- Enable location-based targeting across online, TV, and outdoor media channels.
Whether you’re in retail, finance, travel, or utilities, geographical data provides a deeper understanding of what customers want, helping you meet their needs and engage the right audiences with marketing communications.
What Is InfoBase Geo?
InfoBase Geo is a postcode and postcode sector-level data solution developed from Acxiom’s trusted InfoBase® consumer insight solution. By aggregating demographic, lifestyle and transactional to geographical insights in a way that protects the identity of individuals, InfoBase Geo is anonymous data.
Key Highlights
- Coverage: 100% of UK residential postcodes – England, Scotland, Wales, and Northern Ireland.
- Breadth of insights:
- 250+ demographic, behavioural, and lifestyle insights.
- 80+ purchase behaviours from real consumer spend data.
Features and Benefits
Predictive Power
An extensive range of over 300 insights, built through aggregation of real data delivers greater differentiation between postcode units than traditional, census-based models, giving you more accurate predictions of local demand.
Anonymous and Privacy-Safe
Aggregated insights remove all personal identifiers, ensuring compliance and minimising data risk while maintaining analytical depth.
Comprehensive Coverage
With full residential postcode coverage, you can perform consistent analysis across the entire UK market, ideal for location planning, market benchmarking, and audience targeting.
Accurate and Up to Date
Insights are re-aggregated annually to the latest postcode rosters and calibrated using latest ONS population estimates to ensure insight stays up to date and representative of the market.
InfoBase Geo Applications
Geo-marketing
Identify and reach a wide audience of relevant consumers at home and in public spaces.
Location planning
Forecast demand for new stores, branches, or services.
Insurance and risk modelling
Apply postcode-level insight for risk scoring.
Media activation
Use audience profiles for Connected TV, OOH, or digital campaigns.
Market analysis
Combine with internal data for a comprehensive geographic view of performance.
Available Insights
InfoBase Geo aggregates key consumer data from Acxiom’s wider InfoBase® suite, grouped into the following categories:
- Affordability & Expenditure – indicators of consumer spending potential.
- Automotive – vehicle ownership and usage.
- Channel Behaviour – online and offline media habits.
- Charity & Environment – giving behaviour and sustainability interest.
- Debt & Credit – financial responsibility and credit engagement.
- Employment & Income – occupation and economic status.
- Finance & Insurance – savings, investments, and coverage likelihood.
- Home & Property – homeownership, property type, and household size.
- Lifestyle & Travel – leisure activities and holiday preferences.
- Media & Technology – device ownership and digital adoption.
- Personal & Family – household composition and life stage.
Powered by Real Transaction Data
In partnership with Affinity Solutions, InfoBase Geo incorporates purchase transaction data that reflects real-world spending across brands, categories, and channels.
This provides an unparalleled view of actual behaviour, not just intent, enabling brands to plan and act with confidence.
Integrate InfoBase Geo with Other Acxiom Solutions
InfoBase Geo connects seamlessly with Acxiom’s wider suite of data and insight products:
Together, these solutions provide a 360° understanding of consumers and communities, supporting marketing, analytics, and strategic decision-making.