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There are four main categories of data used by marketing professionals. These can be broadly classified as: Lifestyle consumer data, Modelled consumer data, Electoral roll consumer data and business data. Lifestyle consumer data Lifestyle consumer data is information personally provided by consumers in response to specific questions. Because people have opted in (they have chosen to take part ) and have provided answers to specific questions the resulting data is generally considered to be ideal for targeting a particular consumer or consumer group who will already have some interest in your product or service. Modelled consumer data This data is created using census information and other histroric data to provide a model of consumer income, spending habits and other preferences. Generally the population is divided by postcode and 'models' of behaviour are assigned to the postcodes. Assumptions about income and lifestyle preferences and consumer buying patterns are associated with postcodes and when a direct marketing campaign is planned, you simply choose your patterns (based on past experience rather than pure guesswork) and a list of postcodes to send your message to is generated. Of course the accuracy of these models is not as good as for lifestyle data, but is usually good enough to produce reasonable returns. Modelled databases usually contain millions of entries and are most useful when conducting large campaigns. Electoral roll consumer data This is the data supplied to local councils by residents and usually only consists of basic information such as name and address. The Electoral Roll is one of the main sources for modelled data. Business data As the name implies, business data is information about businesses and the people that work there. Business data typically includes categories such as names, job titles, telephone numbers, type of business, email and web addresses as well as business addresses. Using a good data provider such as http://www.marketingsource.co.uk can get you talking to the right segments to achieve your sales and business objectives. Call them to find out how they can help you get you in touch with the people that count.
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