About conzoom®

Learn more about how conzoom® is made, our policies for discretion, and the history of conzoom®

How conzoom® is made

conzoom® is powered by the data and analytics house Geomatic who segments consumers in Denmark, Finland, Norway, and Sweden based on national register data, statistics and qualitative survey data. The segmentation consists of many register data and each has its own structure as there are differences between e.g. property data in Denmark and Sweden as well as they are subjected to different legislations. conzoom® shows no personal data. In the family trees below, you find a stylised visualisation of the process from the population as a whole to the conzoom®groups and finally conzoom®types for each country

The family tree illustrates the segmentation model

Creating conzoom® begins with looking at overall parameters such as geography, housing and demographics. These are variable about housing type, ownership, and habitation zone along with data on the families' age, number of children, income, and wealth level. The family trees are simplified illustrations of the variables that determine which conzoom®group and conzoom®type a household is segmented into. The households are divided first into the conzoom®groups (A-J). The groups are defined so each represent as homogeneous a part of the populations as possible. Hereafter, each group is further segmented into the conzoom®types. The types are as heterogeneous as possible


The coloured lines illustrate examples on how different segments can have something in common - for instance the number of children - but still be very different on other parameters and, thus, segmented differently. In the Danish conzoom® you will find that the types B2, A2, D2, and C2 all are quite children-heavy but differentiate on economy, housing, and habitation zones. The are many more relations between the types but in the diagrams below we have chosen to show only the variables on age, income, and children to keep clarity


The soft data is added last

When each household is segmented each segment is enriched with several descriptive variables, for instance from IndexDenmark by Kantar Gallup. This data enables us to describe the segments on parameters such as consumer behaviour, lifestyle, and attitudes towards society, politics, and consumption. In short, the descriptions of each segment are based on a wide range of data attached to each group and type





Privacy and anonymity in conzoom®

Each country has its own legislation and rules on national data collection and distribution. Naturally, Geomatic abide by these rules when both producing conzoom® and in all other data processing. Our business and credibility rely on your trust in us, our partners, and methods


It it therefore crucial to state that conzoom® does not show personal or individual data in any way. Each data point in the segmentation is used in an aggregated form. Therefore, the segmentation can never identify individuals, families, or households but mere uncover common traits within groups in comparable areas


Data in the Danish conzoom®

In Denmark neither Statistics Denmark, nor Geomatic can in any way distribute data that will identify a person, a household, or a company as stated in Lov om behandling af personoplysninger, commonly known as Persondataloven. Data are aggregated in clusters of persons and households where less sensitive data - such as housing type - have a cluster size of three while more sensitive data - like income - have a cluster size of five and upwards


In addition to this we have a principle of privacy that means we further discretionise extreme values in the statistics. That is if a person or a household in a cluster has an income or wealth remarkably above/below normal, we will adjust to a maximum/minimum so that this extreme value will never appear in the data and thus risk to expose a person or a family. For income and wealth this limit is set at +/- 10.000.000 DKK. This means that everyone wealthier or with a higher income will be adjusted to +/- 10.000.000 DKK accordingly


The rules for data security are further described in Datasikkerhedsreglement for Danmarks Statistik. This includes general rules on how data are protected when stored and processed by Statistics Denmark. In addition, Persondataloven regulates everything around the collection, processing, and distribution of personal data, including with a marketing purpose


Data in the Finnish conzoom®

Neither in Finland does conzoom® consist of personal or individual data. The Finnish Persondatalov protects persons and define the rules for the processing and the protection of data about persons that Geomatic naturally comply with. All the information you see about each conzoom®group and conzoom®type in the descriptions is aggregated


Data in the Norwegian conzoom®

Neither Statistisk Sentralbyrå, Bring Dialog, nor Geomatic are under any circumstances allowed to distribute data that will identify persons, households, or companies. This has been stated by the Norwegian Datatilsyn. It is therefore important to clarify that conzoom® does not display personal or individual data of any kind. All information within the segmentation is presented as aggregated data


Less sensitive data - such as housing type - is implemented 1:1 in the calculation while more sensitive data such as income is processed in clusters of four households and upwards. Therefore, the segmentation can by no means identify persons, families, or households, but solely uncover common traits and trends within groups of households


The rule for data security is described in Håndbok i datasikkerhet og fysisk sikring from Statistisk Sentralbyrå. The set of rules include general regulations on how Statistisk Sentralbyrå should protect data during storage and processing. Furthermore, the Norwegian Datatilsyn regulate all matters around the collection, processing and distribution of personal data, including for marketing purposes


Data in the Swedish conzoom®

Neither in Sweden do conzoom® consist of personal or individual data. All information is processed in an aggregated form, complying with the rules of the GDPR, supervised by Tilsynsmyndighederne.  GDPR protects people against the violation of their personal integrity.

The history of conzoom®

The history of conzoom® runs over many years from the very first Danish conzoom®classification was published in 2002 to a dynamic segmentation model integrating customer data for real-time calculation and improved segmentation


From the beginning, conzoom® has aimed to describe households and their inhabitants as accurate as possible based on national data registers and statistical data on addresses, properties, family types, income, wealth, consumer behaviour, and so forth; all the data contributing to portrait the existing consumer segments at a given time. In a way, conzoom® has yearly portrayed first the Danish population and later the rest of the Nordics when Sweden, Norway, and Finland were conzoom®segmented


With the development of each new generation of conzoom® we have adjusted and improved the segmentation to reflect developments in both quality and accessibility of the public data registers - without ever compromising the privacy of the individual; conzoom® does not display individuals and personal data. Rather, it identifies the common traits and tendencies that define us as customers, consumers, and citizens


Extract from conzoom® 2005 about Type 4 Suburban singles:

Suburban singles are on beat. They use e-mail and SMS's in their daily communication and trade everything from stocks to groceries online. Few have a car, rather they use public transport. They read magazines on fashion and lifestyle or find inspiration for their home decoration in idé-nyt. They are eager readers of Søndagsavisen. On tv they typically watch TV Danmark and TV3, but the Suburban singles are also prone to rent a video film. On the radio they prefer Radio2


From cell-grid data to road-bite clusters

One the most defining developments for conzoom® has been the shift from cell-grid data to road-bite clusters. That happened with the 5th generation of conzoom®Denmark in 2015 after a few years with a combination of cell grid data and the slightly different clusters of road-side data. This development made Geomatic the first data house to offer data displayed in the new and far more precise clustering method on data from Statistics Denmark. The gains were remarkable making the segments far more homogenous with more seniors in the Senior group and more wealthy people in the wealthy segments, exemplified below where the personal income level for the conzoom®type D1 The Gold Coast is shown with both cell-grid data and road-bite data:

The conzoom®timeline

  • 2022

    The 6th generation of conzoom®​Denmark is published

  • 2020

    The 4th generation of conzoom®​Sweden is published

  • 2017

    conzoom® becomes dynamic and is now a model that can blend in customer data and calculate even better segments in real-time

  • 2015

    The 5th generation of conzoom®Denmark is published consisting of 9 groups and 36 types. It is the most precise segmentation to that date due to the new road-bite cluster data from Statistics Denmark

    Also the 1st generation of conzoom®Norway is published that year

  • 2014

    Geomatic is established in Sweden and the 2nd generation of conzoom®Sweden is published

  • 2013

    The 3rd generation of conzoom®Finland is published

  • 2011

    The 4th generation of conzoom®Danmark is published. It is now based on a combination of cell grid data and road-side data, an new and improved BBR as well as based on new and more sophisticated models to calculate conzoom®, hence further improving the segmentation tool

  • 2008

    The partnership with Experian comes to an end and they launch their own mosaicTM in Denmark. Simultaneously Geomatic publish the 3rd generation of conzoom®Denmark

  • 2007

    The 1st generation of conzoom®Finland is developed and is marketed under the name mosaicTM

  • 2006

    Geomatic starts a global partnership with Experian, followed by a merge of the products mosaicTM and conzoom® that is now marketed globally under the name mosaicTM and nationally under the name conzoom®, which is now on its 2nd generation in Denmark

  • 2005

    Geomatic expands the conzoom® portfolio by adding the 1st generation of conzoom®Sweden

  • 2002

    Martin Glarvig resigns from TDC to found Geomatic and thereby bring The Danish Cell Grid to life. The 1st generation of conzoom®Denmark is developed as Denmarks first geosegmentation tool based on the cell grid

  • 2001

    Danish property data and addresses are bought free following the first PSI directive, and the offentlige informationsserver OIS is created. At this time, Geomatic's founder Martin Glarvig is working as a geomatic manager in TDC and sees the possibility of developing a new geosegmentation tool based on open public data and a Danish cell grid development together with national authorities, including Statistic Denmark and the then Kort- & Matrikelstyrelsen

See the national segmentations