helping you understand your world
DATA PROFILING AND ENHANCEMENT
When address data has been geocoded and cleaned, the information can be enhanced and analysed in several useful ways. There are three key processes that can be carried out:
- Data Tagging
- Spatial Analysis of Data
- Data Profiling
Data Tagging
Once your data has been cleaned and validated, it can be tagged with information that will increase its value to your organisation. We can tag on four main pieces of information to your records:
- GeoDirectory Building Ids and XY Coordinates for Database Integration: The GeoDirectoryŠ is the revolutionary national building database created by An Post and the Ordnance Survey. By tagging your database with unique national standard GeoDirectory building codes, you can easily compare records coded in the same manner, even if the addresses are structured and spelled in a totally different way. This process can also assign highly accurate xy geographical coordinates to your data for use within GIS packages.
- ED codes for Demographic Analysis: The electoral district code is the standard unit used in Census analysis. It is also used for many other administrative applications. Once a record is accurately geocoded, this code can be appended.
- Post-AIM codes for Reduced Mailing: This is a discount mail system offered by An Post. If you use Post Aim codes on non-solicited direct mail, significant postage reductions are offered up to 50% of the standard fee.
- Your Own Territory or Boundary Codes. If you have internal sales territories, trading areas, catchment areas or health board areas, any dataset can be tagged with the code of their respective boundary. We take your boundaries in paper or digital format and capture your boundaries before tagging any address dataset with these codes. Use this approach to assign prospect lists to their prospective rep areas.
Spatial Analysis of Data
Geocoded data can be brought into our advanced spatial GIS systems for custom analysis. GAMMA employs a team of expert spatial analysts who can reveal significant geographical patterns in your data, presented in map and tabular format. Examples of analysis performed include:
- Analysis of your customer database - who and where are your customers?
- Penetration levels of your customers vs total population per neighbourhood
- Numbers of patients within a 30 minute drivetime of a hospital
- Areas with a high density of prospective customers matching your ideal customer profile
- Sales made by dealer x in another dealer’s territory and vice versa
- Market share by branch territory vs total number of companies in area
Data Profiling
Customer files and other address data can be profiled using the location of the address as an indicator for the most likely affluence level and life-stage of the occupant.
GAMMA use our proprietary national segmentation index, INCA, to classify addresses based on the neighbourhood in which they are located. INCA (Irish National Classification of Addresses) is an index classifying over 21,000 Irish neighbourhoods by their level of affluence and other key lifestyle attributes. INCA can be linked to your address data to create a complete lifestyle profile of your existing customers and improve future target marketing and data analysis.
The results are provided as a profile report describing your customer profile, often by product group or geographical region.
We can also tag the affluence and life-stage INCA classification to each record and return the enhanced database for internal profiling and targeting.
Download Customer Profiling Datasheet (PDF 1412KB)
