Information is the key to marketing success. The more information you have about people the more successful you are likely to be in finding and retaining customers.
TRAC has a number of data products which will help with your UK consumer targeting needs including:
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Postcode Sector Unemployment data
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Postcode Sector data on Businesses by SIC and Company Size.
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A master directory of all postcodes that have ever been used along with links to geographic boundaries like parliamentary constituencies, wards, local authority districts, health authorities, standard regions, TV regions, M25 boundaries etc. etc.
1. Postcode Measures of Wealth and Consumer Activity
TRAC has a unique product that measures both the level of wealth and the level of consumer activity for all areas in the United Kingdom. The measures or predictors are held as a numeric score for each full postcode in the United Kingdom.
The scores were derived from a variety of different data sources. The wealth score for example was built from information about earnings, the presence of larger detached properties, house prices, the presence of shareholders and company directors, and also occupational and unemployment data. The score on consumer activity was derived from data on housing activity, new car ownership, product holdings and insurance ratings.
The predictors have been used in many applications ranging from improving the targeting capabilities of campaign activity, profiling and propensity modelling, site location and catchment area analysis.
2. House Price Data
One of the most important factors affecting response to marketing campaigns is affluence. This is true fro the promotion of a wide variety of goods and services from charitable appeals to for donations to applications for credit and finance. One important measure of affluence of course, is the value of your home and how much you have paid for it.
TRAC Consultancy has compiled an up-to-date databank of
residential property values and levels of sales activity. Residential property
prices are a measure of wealth and affluence for the neighbourhood and property
sales reflect the level of economic activity in the housing market. The
information covers every postcode sector in Great Britain. Like the measures
of wealth and consumer activity the information can be used for a wide variety
of applications ranging from database enhancement, profiling and modelling,
through to targeting door drops campaigns.
3. Ageis
Age is often an important determinant affecting whether someone will, or is even eligible to, respond to a marketing campaign. All too often a person’s age is not known and consequently this information is not available for targeting or segmentation purposes. The naming of new born children is subject to strong time dependent factors which cause large variations in the frequency of name usage. These variations have been used to predict age.
Ageis is a Directory with just over 1100 most commonly used
names in Great Britain today and associated with each names is a series of
probabilities – the probability that someone with that name is aged 18-24,
25-34, 35-44, 45-54, 55-64, 65-74, and 75 or over. These probabilities can be
used to determine the age profile of any database where a forename is present,
the probabilities have been used with other information such as length of
residence and household composition to provide surprisingly accurate
predictions of a persons age.
4. Sonar
