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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:
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 hereIndex of Profile Reports UK Gender
UK Gender Summary of records used
UK Region Summary of records used
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
To purchase and append profiled variables: click here
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
Number of People in Household
Number of Cars in Household