TRAC Data Enrichment

Tech4T are proud to be able to offer what is one of the most powerful profiling 'tools' for UK consumer data - TRAC.

TRAC Data Products 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 Tech4T provide including:-

1. Sonar Geo-Demographic classification. Sonar is a truly unique and powerful segmentation system that classifies all households and residents in the country according to the type of neighbourhood in which they live. The objectives of the Sonar classification are to provide a powerful and unique tool for consumer segmentation and market planning which is highly effective at identifying the target audiences you wish to reach in a simple and easily understood way.
   
   To do this a number of different data sources were used and these include: • 2001 Census data • TRAC postcode classification of Wealth • TRAC postcode classification of Consumer Activity • Land Registry data on house prices and sales activity These sources were carefully examined and key variables that would provide maximum discrimination were chosen to build the classification. A number of different statistical techniques were tested and a huge number of different cluster solutions were built and compared before the final preferred solution was chosen.
   
   Sonar is the final result. It is a Geo-Demographic classification of unrivalled power and accuracy. Sonar classifies the country into 80 groups. The 80 Sonar codes are organized into six broad lifestyle groups and four wealth groups to provide a tool of unrivalled power and accuracy.

2. Postcode Measures of Wealth and Consumer Activity. This is a unique product that measures both the level of wealth and the level of consumer activity. The predictors are held as numeric scores for each postcode. 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.

3. House Price Data. One important measure of affluence of course, is the value of your home and how much you have paid for it. TRAC Consultancy has built a series modeled predictions of both residential property prices and levels of housing sales activity for each postcode in Great Britain. Residential property prices are a measure of wealth and affluence and property sales reflect the level of economic activity in the housing market.

4. 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 3,000 most commonly used names in Great Britain today – which covers over 97% of the population - and associated with each names is a series of probabilities and these provide a robust and reliable indicator of age. These probabilities can be used to determine the age profile of any database where a forename is present, the and probabilities have been used with other information such as length of residence and household composition to provide surprisingly accurate predictions of a persons age.

5. Debt and Financial Activity.  Like the wealth and consumer activity classifications measures of debt and financial activity have also been derived for each full postcode in Great Britain. These scores have been based upon a number of key measures of deprivation such as levels of CCJ, unemployment, single parent families, lack of cars to derive scores predicting debt and financial activity.

6. Unemployment and Job Vacancies.  Unemployment is a key measure of deprivation and hardship and this often has an adverse effect on marketing response. Using the most up-to-date unemployment claimant and job vacancy figures rates of unemployment broken out be gender, age and duration unemployment together with job vacancies both full and part time for each postcode have been derived. Applications All of the information can be appended to any database or file through a simple match.

The uses of the data include:-

• Enhance & segment consumer databases.

• Understand your customers & prospects through profiling.

• Develop improved sales and franchise territories.

• Locate more prospects by finding look-a-likes using targeted direct mail, tele-canvassing, door-to-door canvassing & leaflet drops.

• Perform catchment area & site location analysis.

• Screen mailing, tele-canvassing or door-to-door lists.

• Understand market potential and use in strategic planning, setting sales targets and evaluating site performance.

• Perform advanced statistical analysis & modelling.

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