Infogroup Consumer Database - PowerPoint PPT Presentation

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Infogroup Consumer Database

C

A

R

overage

ecency

ccuracy

Quality

Infogroup Data Assets

U.S. Consumer Database

www.infogroup.com

U.S. Database of 115 million households and 225 million individuals enhanced with individual & household-level demographic information

Original Compiler with a proven track record since 1917. No really.

75 contributing sources and 3.5 billon records aggregated annually

High value demographics include age, income, homeownership, home value, real estate details, phone, presence of children, lifestyles, and behavioral data.

New Mover Database: 15 million recent movers, 2 to 3 weeks from move date

New Homeowner Database: 3.2 million new homeowners over the last 12 months

2

Infogroup’s Consumer Data Assets

Consumer Database: Database of 115 million households and 225 million individuals enhanced with demographic information.
Consumer Emails:24 million matched to CDB; 54 million on ‘combined’ acquisition email database; 183 million available for append; 300 million for reverse append.
Occupant File: Database of over 146 million addresses, used for saturation mailings.
Occupation File: Database of approximately 16 million licensed individuals, at work or home.
New Movers: Database of 16 million new movers over the last 12 months.
New Homeowners: Database of 3.2 million new homeowners over the last 12 months.
Public Record: Database of over 16 million U.S. business and residential bankruptcyfilings.

Infogroup’s White Page Compilation

Infogroup focuses on speed and accuracy

4,000 Phone Books

210 MM Listings
90% received within 30 days of release
Compiled within 8-12 weeks
Updated Annually

Methodology

Scanning of White Pages (5 OCR engines)
100% Key Entry
Computerized Review
Manual Resolution of Differences

99.5% Accuracy

PreviousMatches

Updated File

Single-Key Record

Consumer Compilation Process

Auto Parse: Data is “placed” into the correct field.

OCR scanned images are converted to useable text.

Each page is individually scanned.

Phone Books Received

Jomes, J. =

Jones, J.

Unmatched records are sent to “Single Key” process.

Single-Key records are merged with original records.

Final Parse:Records that cannot be Auto Parsed are done manually.

Electronic Matching: Current months vs. previous month.

Data Validation:Merged records are processed against USPS, FTC, DMA, Infogroup “flags”

CONSUMER DATABASE (8-12 week process)

Quality Assurance Check

White Page Database

Applications

Reference Products

-Internet Directory

Assistance

-CDroms

Sources

Over 4,000 Phone Books

80 Million Households - 88 Million Individuals

White Pages

Expanded White Page Database

Applications

Reference Products

Sources

White Pages plus

additional

individuals

Expanded White Pages

White Pages

80M Households - 88M Individuals

Consumer Marketing Database

Applications

Marketing

-Telemarketing

-Direct Mail

-Modeling

Sources

3.5 Billion

records from

75 different

sources

Consumer Marketing

White Pages

Universe Database

Sources

Records that do not

qualify for

Marketing:

-No Solicitation

Flagged

-Haven’t been

verified in the

past 24 mos.

-Records at the

previous address

-Deceased people

-Rolling 5 years

Applications

Fraud Prevention

Data Append

Skip Tracing

Modeling

Universe File

Consumer Marketing

115 M Households - 215 M Individuals

White Pages

It’s All About The Sources

More than 75 data sources & over 3.5 billion records aggregated annually

Real Estate Data

Infogroup continues to expand courthouse access to capture Deed Transfers and Tax Assessor data.

Current Coverage

Deed Transfer - approximately 1,766 Counties in 47 States

(85% of population)

Tax Assessor – approximately 3,012 Counties in All States

(95% of population)

……Goal: Universal Coverage to Facilitate Segmentation and Modeling Applications

Utility Transaction Data

Infogroup focuses on data freshness and recency, receiving New Connects 3 – 4 days afterconnection occurs.

Types of New Connects

Service Provider Changes
Line Extensions
Reconnects
New Movers

Processing of New Connects

Comparison against Infogroup Consumer Database
Matching of More than 60% as Non-Movers
Identification of Actual New Movers

Monthly Maintenance

Monthly Update Cycle

Over 75 Contributing Sources

Primary Sources – Can Create a Unique Record on Their Own
Secondary Sources – Enhance Existing Records or Create a Unique Record in Combination with another Secondary Source

Models Refreshed

Monthly File Maintenance

Area Code Changes
NCOALinkTM*
LACSLinkTM*
DPVTM*
Do Not Mail / Do Not Call Suppression Files

* Infogroup is a Non-exclusive Licensee of the USPS National Change of Address, Locatable Address Coding, and Delivery Point Verification.

Consumer Privacy

Infogroup uses only public or opt-in information to power its consumer databases.

Infogroup is not a credit bureau. We do not accept, maintain, or deliver data specific to credit history or activity.

Infogroup is an active member of the Direct Marketing Association and adheres to all industry guidelines and government laws regarding responsible use and distribution of personal information.

Do Not Call / Do Not Mail

FTC DNC downloaded daily (SAN required)
State DNC as delivered
DMA Mail Preference & Telephone Preference
Deceased Master
Internal Suppression File
Email: Global Suppression File

Infogroup Consumer Database

Three Levels of Demographic Data

Individual Level
Household Level
Neighborhood Level

Individual Level Data

Details for Household Members

Infogroup Unique Individual ID (IGID)

Identifies Each Household Member
Up to 8 Individuals

Demographics

Date of Birth / Age
Gender
Head of Household Indicator
Marital Status
Spouse Indicator
Ethnicity / Religion / Language
Credit Card Details
Political Affiliation
Lifestyles and Hobbies
Email Address

Cultural Coding

Infogroup’s Ethnic Identification Scheme

Identifies an individual’s affiliation with a particular racial or cultural group
Based upon extensive proprietary ethnic research and thousands of linguistic rules

162 Ethnicities
16 Ethnic Groups
80 Language Preferences
21 Hispanic Countries of Origin
12 Religions

Based upon First Name, Middle Name, Surname, and Geography
Individual Level

Cultural Coding

5-STEP Match Process

STEP 1: First name match against reference table containing over 70,000 names

example: Nguyen O’Brien will be coded as Vietnamese – not Irish.

STEP 2: Where no first name match is found, a table of 470,000 surnames is referenced.
example: John Chen will be coded as Chinese, although English will be the assigned language.

STEP 3: Where no surname match is made, thousands of linguistic rules are applied, including geographical considerations.
example: All surnames ending with the four letters “OGLU” are Turkish.

STEP 4: Middle name is used as tie-breaker.
example: Peter Mei Yu is Chinese, but Peter Hak Yu is Korean.

STEP 5: Final first name pass to determine language spoken.
example: Pablo DeBrito, who has a unique Portuguese last name and a multi-ethnic first name, will be coded as a Portuguese speaker.

Cultural Coding

Completeness and Accuracy

Geography - Cultural Coding incorporates United States geographic coordinates at the ZIP+4 level to determine ethnic, religious and language group clusters to further enhance accuracy.
Quality Assurance - In order to measure and maintain the accuracy of Cultural Coding and the algorithms contained within, a national market research company is contracted to conduct quarterly telephone studies.

Benefits

Enhanced Understanding of Customers
More Effective Targeted Marketing

Lifestyle Dimensions

Driven by Actions, Transactions, and Survey data
Individual level indicators
Intensity Scores

9 through 1 represents a positive interest
Recency, Frequency, Monetary Value, Number of Sources (RFM+S)
Used to populate household level equivalents and feed more traditional Y/N indicators already present

Almost 1.5 billion indicators of lifestyle
Across 108 Lifestyle Dimension categories

Golf, Gardening, Travel, Apparel, Automotive, Donors, Books, Internet Behavior, Catalogs, Entertainment, Cooking, Family, etc

Updated Quarterly

Lifestyle Dimensions

Created Using Real Data

Direct Mail – Catalog, Fundraising, Memberships
Internet – Web Purchases, E-mail Responses, Online Memberships
Retail – Specialty Stores
Print – Magazine Subscribers and Catalog Buyers
Telemarketing – Surveys, Inbound and Outbound Purchases

Scores are Not Modeled

9 Highest RFM Intensity
8 Very High RFM Intensity
7 High RFM Intensity
. .
. .

General Transactions and Survey Data

2 Traditional Lifestyle Data
1 Reported Interest

No Transactions or Survey Responses

0 No Known Interest

Household Level Data

Infogroup Unique Household ID (IGID)

Identifies All Household Members

Location Attributes

Phone Numbers
Length of Residence
Dwelling Unit Size
Location Type
Physical Attributes
Latitude / Longitude
Mail Confidence Score

Household Data

Number of Adults
Age of Head of Household
Occupation
Presence of Children
Children by Age
Marketing Targets

By age, gender, household size

Homeowner Data

Homeowner / Renter Indicator
Estimated Home Value
Estimated Home Equity
Mortgage Amount / Mortgage Date
Loan To Value

Income & Affluence Indicators

Estimated Household Income (FIND)
Purchasing Power Indicator (PPI)
WealthFinder
Potential Investors (PIC)

Special Interest Groups

Early Technology Adopters…… Early Internet Adopters
Heavy Internet Users……Internet Savvy Consumers
Credit Card Revolvers……Propensity to Switch
Home Based Businesses……SOHOs

More You Should Know About

Mail Responsiveness

Current (past 2 years)
Recent (3 to 4 years)
Ever (remains “on” through life of HH)
Mail Order Buyers

Dog or Cat Present
Grandparent Present
Veteran Present
Donors

Health
Religious
Environmental
Political

Clustering Systems

PrizmNE (Nielsen Claritas)
Infogroup’s Cluster Spectrum

TargetReady Categorical Models

Real-time Marketing Answers in Rapidly Changing Market

Pre-built for Immediate Deployment: No time to wait for custom models
Household Level Targeting: Superior to neighborhood level clustering
Provide “Marketing Answers”: No need for users to plow through sea of data
Extensive Category List: Covers Behavioral & Attitudinal Elements
Simple to Use: 9 means good, 0 means bad
No charge for Model Development: For test friendly pricing

Categorical Models in Action

NASCAR
Luxury Automobile Buyers
Higher Educational Degrees
Pets – Dog or Cat Products
Heavy Pay-per-View – Movies & Sports
Attitudinal Targets

Diet Products
Green
Conservative
Liberal
Leaning Conservative
Leaning Liberal
Opinion Leaders
Shopaholics
Impulse Buyers

And the list goes on…

For Everyone in our consumer database:

Banking & Finance

High-value Stock/Security Investors
High Risk/High Return Investors
Low Risk/Low Return Investors
Safety & Security Conscience
Life Insurance (via agents/DM)

Travel

Frequent Business Travelers / Frequent Flyers
Cruisers
Foreign Travel for Vacation
Timeshare Owners
Avid Theme Park Visitors

Baby Products
Health

Diet Products
Organic Foods
Heavy Vitamin & Dietary Supplement Users
Physical Fitness Clubs

Cluster Spectrum

Infogroup’s Second Generation Clustering System

Group “like” households together
Household Level Analysis
Intended Benefits

Getting to know your customers
What makes your best customers your best customers
Turning prospects into more ‘best customers’

Structure for Analyzing

Customer Behaviors
Consumer Preferences
Marketplace Trends

Cluster Spectrum

Neighborhood Level Data

Socio-Economic Status Indicator……SESI

Positions Neighborhoods on the Socio-Economic Continuum (Composite Score 00 – 99)
Income
Education
Occupation
Ownership
Environment

Neighborhood Statistics: Aggregate List Statistics……ALS

Proprietary Updates Formulated from the Consumer Database

Median Age of Head of Household
Median Income
Median PPI
% Households with Income $100,000+

2000 => 2010 Census

Income
Age
Household Composition
Employment
Ethnicity

Adding Value

18 additional data sources & more than 6.5 billion records aggregated annually

New Mover Database

Each year, nearly 20% of the population moves to a new residence!

15 million recent moves
3.1 million phone numbers
Over 1 million moves per month
Weekly feeds available
State/Federal Do Not Call records suppressed

Compiled Using

Utility Data (Telephone Connections)
New Homeowner Data (Deed Transfers)
Change of Address Information

Magazine and Credit sources (FCRA Compliant)
Not NCOALinkTM moves

Benefits

Speed to Market – received weekly (2-3 weeks from move date) for trigger processing
Quality – 80% have moved within last 90 days. De-duplication, standardization and matching to core file allow for higher approval rates.