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Personicx Onliners lets firms identify and target web users on their databases based on their level of internet adoption, usage and lifestage.

"The problem clients face is there's no comprehensive system, so information is sometimes just an email address," said James Horsburgh, product manager for segmentation at Acxiom. "Personicx Onliners lets firms identify specific groups with the right offer at the right time."

To create Personicx Onliners, Acxiom split consumer internet behaviour into eight groups and used its Infobase Lifestyle Universe data variables to segment them into 33 web user clusters.

These include Time with Tots, who are more likely to the internet for grocery shopping or banking, and Digitally Detached, who are infrequent web users.