Personicx Geo has been developed by Acxiom to give companies better insight into the demographic and lifestyle profile of their customers.
TUI UK, which includes Thomson Holidays, is hoping to use the information to help develop its above- and below-the-line marketing, to maximise return on advertising investment.
The product works by segmenting UK postcodes into one of 60 clusters using demographic, lifestyle and behavioural characteristics.
Bertrand Labays, database manager at TUI UK, said: "After developing a template format for our Personicx reports, we profiled customers who had brought into a specific TUI brand.
"It gave managers real customer insight allowing them to optimise their media activities. In addition, we used Personicz Geo to compare customers brand by brand and channel by channel, which complemented very well with some of our existing market research projects."
The TUI UK organisation includes Callers Pegasus, Teletext agents and more than 750 Thompson retail stores.
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