DATA360 - Profile Reports Logo
 
   
COMPANY Adare International Limited
PROJECT NO. 10575
PROJECT NAME Profiling Demonstration
RUN DATE 26/05/2011
   
 
  Introduction to the DATA360 Profile Reports

Profiling your data gives you a greater understanding of who your customers/prospects are. It allows you to refine and target your communications and can help you to retain existing customers and identify prospects who are more likely to become customers.

The information within this report is set out in two parts:

  • Profile Reports - These use variables derived at individual, address and postcode levels. These variables can be appended to your data for more targeted communication and can also be used to select records from other datasets such as prospect lists.
  • Statistical Profiles - These use additional derived variables to provide more insight into your file, giving a picture of how your data relates to the comparison base as a whole. These variables cannot be used to append to your data or select data.

Geo-demographic profiling can provide valuable insight into how the demographic profile of your customers compares to the general population in the comparison base (your market in general) and can inform marketing strategy, whether targeting individuals/households using direct marketing, planning advertising campaigns or new store locations. Geo-demographic datasets do not guarantee that any individual household in the postcode is exactly as described by the classification type, but it significantly increases the probability of targeting postcodes where you will find more prospects that typically share key characteristics with your current customers. Using geo-demographics has the power to improve targeting and marketing effectiveness by a factor of 10 compared to blanket mailings or campaigns.

When reviewing and interpreting the profile reports, as well as looking at the index, it is important to take account of the significance of the results. The Z-Score provides a measure of this significance. For more information on Index and Z-Score: click here

Appending the profiled variables to each of your records will give you the ability to identify and segment different groups of people enabling far greater targeting for your communications.

To purchase and append profiled variables: click here

  Index of Profile Reports UK Gender  
UK Region  
Sonar Profiles  
Statistical Profiles  

UK Gender   Summary of records used
Total records supplied: 10,151 100.00%
Records excluded from report: 208 2.05%
Location not applicable 0 0.00%
Joint Title 5 0.05%
Dual Gendered 55 0.54%
Unknown Gender 148 1.46%
Records included in UK Gender Profile 9,943 97.95%
  UK Gender - Profile The report shows the % of the supplied file by Gender compared to that of the UK.
UK Gender File Count File % UK % Index Index Bar Z-Score
Female 7,720 77.64 51.36 151 52.43
Male 2,223 22.36 48.64 46 -52.43
TOTAL 9,943 100.00 100
200
 
  UK Region   Summary of records used
Total records supplied: 10,151 100.00%
Records excluded from report: 0 0.00%
Location not applicable 0 0.00%
Records with insufficient information to classify 0 0.00%
Records with information that cannot be classified 0 0.00%
Records included in UK Region Profile 10,151 100.00%
  UK Region - Profile The report shows the % of the supplied file by Region compared to that of the UK.
UK Region File Count File % UK % Index Index Bar Z-Score
Scotland 0 0.00 9.15 0 -31.98
Northern Ireland 0 0.00 2.77 0 -17.00
North East 0 0.00 8.39 0 -30.50
North West 0 0.00 13.41 0 -39.65
East Midlands 10,148 99.97 13.35 749 256.57
West Midlands 1 0.01 9.24 0 -32.11
Wales 0 0.00 5.14 0 -23.44
South West 0 0.00 8.86 0 -31.41
South East 2 0.02 15.90 0 -43.75
Greater London 0 0.00 13.79 0 -40.30
TOTAL 10,151 100.00 100
400

Sonar Profiles

Sonar is a geo-demographic classification system which classifies households and their residents according to the type of neighbourhood in which they live, providing a powerful tool for consumer segmentation and local market planning. For further information: click here

Geo-demographic datasets, such as SONAR, are built using data from the Census and Land Registry records for all properties and households across Great Britain. The data is aggregated to Postcode level and used to categorise all GB Postcodes into one of eighty individual Postcode types. The eighty Postcode types are derived by looking at factors such as average incomes, property types, values, employment status and typical household composition, amongst many others. This data is used to describe the typical characteristics of households found in the Postcode.

Summary of records used
Total records supplied: 10,151 100.00%
Records excluded from report: 7 0.07%
Location not applicable 0 0.00%
Records with insufficient information to classify 0 0.00%
Records with information that cannot be classified 7 0.07%
Records included in Sonar Profiles 10,144 99.93%
  Sonar Lifestyle Group - Profile The report shows the % of the supplied file by Sonar Lifestyle Group compared to that of Great Britain.
Sonar Lifestyle Group File Count File % GB % Index Index Bar Z-Score
 A: Young Singles 130 1.28 13.25 10 -35.56
 B: Young Families 1,906 18.79 18.45 102 0.89
 C: Families 1,183 11.66 16.70 70 -13.61
 D: Mature Families 2,629 25.92 19.73 131 15.66
 E: Empty Nesters 2,295 22.62 16.36 138 17.05
 F: Retired 2,001 19.73 15.51 127 11.73
TOTAL 10,144 100.00 100
200
  Sonar Wealth Quartile - Profile The report shows the % of the supplied file by Sonar Wealth Quartile compared to that of Great Britain.
Sonar Wealth Quartile File Count File % GB % Index Index Bar Z-Score
1: Affluent 2,500 24.65 25.03 98 -0.89
2: Comfortable 2,501 24.65 24.76 100 -0.23
3: Less Comfortable 4,010 39.53 25.69 154 31.89
4: Struggling 1,133 11.17 24.52 46 -31.26
TOTAL 10,144 100.00 100
200
  Sonar Wealth Decile - Profile The report shows the % of the supplied file by Sonar Wealth Decile compared to that of Great Britain.
Sonar Wealth Decile File Count File % GB % Index Index Bar Z-Score
Decile 1 - Most Affluent 224 2.21 9.95 22 -26.04
Decile 2 1,801 17.75 10.99 162 21.78
Decile 3 626 6.17 9.93 62 -12.65
Decile 4 805 7.94 9.64 82 -5.81
Decile 5 1,545 15.23 9.28 164 20.67
Decile 6 1,438 14.18 10.05 141 13.83
Decile 7 1,508 14.87 9.84 151 16.99
Decile 8 1,229 12.12 10.81 112 4.23
Decile 9 247 2.43 9.10 27 -23.34
Decile 10 - Least Affluent 721 7.11 10.42 68 -10.92
TOTAL 10,144 100.00 100
200
  Sonar Type - Profile The Sonar Type provides further breakdown within each Lifestyle Group / Wealth Quartile. The Sonar Type code reflects the Lifestyle Group code plus Wealth Quartile code, with an additional sequential digit to create a unique identifier for each Sonar Type.   The report shows the % of the supplied file by Sonar Type compared to that of Great Britain.
Sonar Type File Count File % GB % Index Index Bar Z-Score
 A11: Aspiring Entrepreneurs 0 0.00 1.62 0 -12.92
 A12: Tom Brown's School Days 0 0.00 0.15 0 -3.85
 A13: Young Professionals 0 0.00 1.03 0 -10.29
 A21: Young Private Renters 0 0.00 0.50 0 -7.16
 A22: Settling Down 0 0.00 1.80 0 -13.64
 A23: Campus Life 0 0.00 0.31 0 -5.64
 A24: Off Campus Life 0 0.00 0.76 0 -8.79
 A25: Metropolitan Mix 0 0.00 1.03 0 -10.29
 A26: First Time Buyers 0 0.00 0.60 0 -7.85
 A31: Terraced Overcrowding 0 0.00 1.62 0 -12.93
 A32: Young Blue Collar 0 0.00 0.46 0 -6.83
 A41: Black Metropolis 0 0.00 0.80 0 -9.03
 A42: Social Housing 130 1.28 0.61 212 8.77
 A43: Overcrowded High Rise 0 0.00 1.22 0 -11.20
 A44: Council Sink Estates 0 0.00 0.52 0 -7.30
 A45: Lone Parent Hardship 0 0.00 0.22 0 -4.68
 B11: Affluent Young Professionals 0 0.00 1.12 0 -10.73
 B12: Young Professionals with Pre-school Children 258 2.54 1.42 179 9.51
 B13: New Housing Developments 96 0.95 0.40 238 8.77
 B21: Terraced Start Ups 63 0.62 1.23 50 -5.59
 B22: Young Military Families 1 0.01 0.24 4 -4.69
 B31: Mortgaged Tiny Terraces 403 3.97 2.78 143 7.31
 B32: Blue Collar Families 751 7.40 2.88 257 27.24
 B33: Larger Families 0 0.00 1.03 0 -10.26
 B34: Council Home Owning 161 1.59 1.63 97 -0.33
 B41: Poorer Renters 67 0.66 1.26 52 -5.43
 B42: Asian Extended Families 0 0.00 0.66 0 -8.19
 B43: Struggling Families 0 0.00 1.07 0 -10.46
 B44: Benefit Dependant Families 106 1.04 0.76 137 3.25
 B45: Terraced Industrial Heartlands 0 0.00 1.97 0 -14.28
 C11: Wealthy Young Families in Town Houses 0 0.00 0.44 0 -6.66
 C12: Affluent Family Suburbs 156 1.54 0.68 225 10.46
 C13: Hardworking Entrepreneurs 0 0.00 0.90 0 -9.58
 C14: Commuting Life 0 0.00 1.35 0 -11.79
 C15: Suburban Semi's 1 0.01 1.39 1 -11.87
 C21: White Collar Mortgages 331 3.26 1.55 210 13.94
 C41: Big Brood Estates 98 0.97 2.94 33 -11.79
 C42: Struggling Homeowners 0 0.00 3.19 0 -18.28
 C43: Transitional Blue Collar 141 1.39 2.01 69 -4.43
 C44: Post War Council Semi's 456 4.50 2.25 200 15.24
 D11: Professionals with Older Families 0 0.00 1.36 0 -11.84
 D12: Professionals in Modern Developments 0 0.00 0.86 0 -9.39
 D13: Green Belt Expansion 0 0.00 1.87 0 -13.90
 D14: Books and Badges 0 0.00 0.88 0 -9.50
 D15: Small Town Professionals 792 7.81 1.54 508 51.34
 D16: Hardworking Materialists 193 1.90 1.82 104 0.61
 D21: Farming Families 33 0.33 1.43 23 -9.40
 D22: White Collar Semi's 301 2.97 2.38 125 3.86
 D23: Village Life 468 4.61 1.45 317 26.58
 D31: Hardworking Double Income Families 136 1.34 1.87 72 -3.92
 D32: Getting By 706 6.96 2.70 257 26.42
 D33: Post Industrial Regeneration 0 0.00 0.70 0 -8.43
 D41: Council Right to Buy 0 0.00 0.86 0 -9.37
 E11: Established Professionals 0 0.00 0.71 0 -8.51
 E12: Bricks and Mortar Assets 366 3.61 1.65 218 15.45
 E13: Ambridge Revisited 450 4.44 1.33 332 27.23
 E21: Settled Middle England 1 0.01 1.91 1 -14.00
 E22: Cosy Couples 0 0.00 2.17 0 -15.01
 E23: Small Town Business 139 1.37 1.52 90 -1.20
 E31: Traditional Values 519 5.12 1.57 325 28.69
 E32: End of the Line - New Beginnings 161 1.59 1.72 92 -1.00
 E33: Older Service Sector Workers 641 6.32 2.00 317 31.12
 E41: Run Down Provincial High Rise 18 0.18 0.70 25 -6.29
 E42: Hard Up and Hard Pressed 0 0.00 1.08 0 -10.52
 F11: Older Professionals 68 0.67 1.62 41 -7.60
 F12: Affluent Elders 120 1.18 0.88 135 3.31
 F21: Scenic Retreats 86 0.85 1.20 70 -3.29
 F22: On the Move 1 0.01 0.86 1 -9.29
 F23: Settled Retired White Collar 440 4.34 1.49 290 23.59
 F24: Elders in Retirement Flats 114 1.12 0.40 281 11.54
 F25: Seaside Seniors 523 5.16 1.89 273 24.19
 F31: Ageing Home Owners 148 1.46 0.90 162 5.98
 F32: Settled Seaside Elders 122 1.20 0.75 160 5.24
 F33: Poorer Elders and Younger Unskilled Service Industry 0 0.00 0.92 0 -9.69
 F34: Aged Small Town Communities 151 1.49 1.30 115 1.72
 F35: Struggling Council Flat Elders 111 1.09 0.88 124 2.26
 F41: Retired Blue Collar 117 1.15 0.78 148 4.32
 F42: Infirm Elders in Council Flats 0 0.00 0.72 0 -8.60
 F43: Homes for the Elderly 0 0.00 0.31 0 -5.63
 F44: High Rise Elders 0 0.00 0.60 0 -7.83
TOTAL 10,144 100.00 100
400
 

To purchase and append profiled variables: click here


Statistical Profiles

The following charts cover a number of key variables that are supplied within the Sonar statistics. For these variables, we have applied the GB category percentages to the client file's profile of Sonar Types to derive a percentage profile of the client data that can be compared to the GB 'base'.

Please note these calculated percentages have no direct linkage to individual records, so cannot be output on a client record or used directly to select from other datasets.

    Age
      Marital Status
 
    Occupation
      Social Grade
      Number of People in Household
 
    Tenure
      Property Type
      Number of Cars in Household