Data Intelligence
Eighty20 National Segmentation
Profile every South African adult
The Eighty20 National Segmentation allows you to segment your customers & build demographic, attitudinal and behavioural profiles against the entire SA adult population. ENS provides a pre-defined segmentation framework to create fact-based consumer profiles of the SA consumer landscape and of your client base.
The most comprehensive view of South African consumers
million
Adult South Africans profiled
Variables available per individual
Micro-segments
Main population segments
Features you'll love
Match your customers
Match your customers via SA ID or mobile number, batch or real-time API. Built for enterprise scale.
Data enrichment
Append 1,000+ profiling variables: demographics, retail, financial, digital, media behaviour, credit profile.
Market segmentation
Identify segment membership for both customers and 'not-yet' customers in the broader population.
Flexible data delivery
Real-time API for production systems; flat-file enrichment for analytics environments. POPIA compliant.
Refresh frequency
From infrequent full base matches to regular delta batches enrich records of new customers, refreshes from credit bureau and other data providers can be made as frequently as required.
Licensed Dashboard
Per-user or enterprise licensing options for access to an interactive dashboard, refreshed at a frequency that suits your budget. Subscribed-to secondary data assets are included on the platform.
Want to know more? Let us help.
ENS main population segments
The ENS classifies all 45M adult South Africans into eight intuitive population segments, each with distinctive demographic, financial and behavioural profiles, enabling rapid market sizing and customer profiling.
Mass Credit Market
This is the employed, lower middle class, mostly female, some 82% of whom have retail store accounts and 1/5th who have credit cards.
Middle Class Workers
The 4.1m middle income, credit active population with families, mortgages and frequent shopping trips.
Heavy Hitters
This is the wealthiest 5% of the population, more assets than any other segment, mostly male, high internet penetration and lots of shopping. Their current debt load is more than 7 times that of the Middle Class Workers segment.
Comfortable Retirees
Older, high income credit active and asset rich ex professionals and middle class consumers.
Students and Scholars
The youth of the nation, with little to no income, no credit beyond retail and no assets. Sub-segments include Future Heavy Hitters, and the Lost Youth.
Mothers of the Nation
Low income, female grant recipients, mainly unemployed or underemployed. These are the domestic workers and clerks of our country.
Hustling Males
Mostly male, average age 34, low income, very little credit (not even retail credit) and high unemployment. Although fed the promise of the new South Africa, this has not been realised due to poor schooling, skills or training.
Humble Elders
Low income, older grant recipients (the highest average age of all segments), with very little media or credit consumption. The lost apartheid generation.
ENS Customer Profiling Tool
Dashboard Demo
The Eighty20 National Segmentation (ENS) is the most comprehensive profiling tool of South African adults. Using statistical techniques to overlay diverse datasets, including bureau, national and regional surveys, over 1,000 variables are mapped to each consumer. Your consumers are mapped to one of 1,500 micro-segments, 46 sub-segments and 8 segments.
The ENS Dashboard enables client to profile and compare their customers and customer segments. The demo tool provides free access to a summary dashboard of the national view and the ENS segments, plus examples of what it may look like if matched to your customer base.
Download our ENS Customer Profiling Tool – Presentation
Download the Eighty20 National Segmentation Info Sheet
Get started
Client Impact
Large Credit Retailer
ENS-enriched model stack
Challenge
Existing credit and collections models were missing predictive signal from broader consumer lifestyle and behaviour data.
Solution
ENS variables appended to existing model stack, providing 1,000+ consumer profiling variables to enhance model performance.
Result
5% to 8% absolute lift in collections and category prediction model performance.
National Retailer
ENS content segmentation
Challenge
Content communications were undifferentiated across a diverse customer base.
Solution
ENS-based content segmentation applied to communication strategy, matching content to each customer's segment profile.
Result
Up to 40% improvement in content engagement across customer segments.
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Client References
The clearer definition of the target audience has meant we are targeting a smaller universe but achieving far greater levels of reach and frequency.
Marketing Manager, Takealot
Eighty20 are a team of dedicated professionals who show great strategic insight, attention to detail and innovation in their approach to problem solving.
Head of DNA, PEPkor
