neighbourhood infobase - acxiom...acxiom has created neighbourhood infobase, a geographical version...

NEIGHBOURHOOD INFOBASEACXIOM GEOGRAPHICAL DATA FOR ANALYTICS AND TARGETING

TABLE OF CONTENTS

NEIGHBOURHOOD INFOBASE OVERVIEW . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1

INTRODUCTION . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1 What is Neighbourhood InfoBase? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1 Which areas of the UK are covered? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1 Why use it? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1

WHAT IS INFOBASE? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2

HOW WAS THE NEIGHBOURHOOD INFOBASE BUILT? . . . . . . . . . . . . . . . . . . . . . . . 2 Postcode Sector File . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2 Full Postcode File . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3

WHICH FILES ARE AVAILABLE? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3

WHICH DATA VARIABLES HAVE BEEN AGGREGATED? . . . . . . . . . . . . . . . . . . . . . . 3

APPENDIX: FULL LIST OF DATA VARIABLES . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4 Affordability and Expenditure . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4 Automotive . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5 Channel Behaviour . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5 Charity . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5 Debt and Credit . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5 Employment and Income . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6 Finance and Insurance . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6 Home and Property . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6 Lifestyle and Travel . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6 Media and Technology . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7 Personal and Family . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7

This document contains confidential information of Acxiom. The copyright, design right and/or other intellectual property rights contained in this document belongs to Acxiom. All rights conferred by law and by virtue of International Copyright and other conventions are reserved to Acxiom. This document and the information contained therein or any part thereof must not be reproduced, disclosed, or used for any other purposes than those for which the prior written consent of Acxiom has been given.

To learn more about how Acxiom can work for you, visit acxiom.co.uk or call us at 0207 526 5265.

NEIGHBOURHOOD INFOBASE OVERVIEWINTRODUCTIONDemand for data at a geographic level has rapidly increased over the past few years . Its potential usage is widespread across marketing and includes location planning, spatial analysis, granular targeting of individuals based on geographies and as an input for client models .

Acxiom has created Neighbourhood InfoBase, a geographical version of the UK’s most up to date, comprehensive and predictive source of consumer information . With in-depth knowledge of social, demographic, lifestyle and attitudinal data on over 90% of households, InfoBase is an established source of insight, ideal for building robust estimates at low levels of geography .

Within this document you will be able to find more details on exactly what aggregated data is, how it can be used within marketing, how it was built, the geographies involved and the InfoBase® elements that are currently available .

WHAT IS NEIGHBOURHOOD INFOBASE?

242 key elements from InfoBase have been aggregated (grouped) to two levels of postal geography and shown as a percentage distribution across the postcode .

• Postcode Sector

• Full Postcode

Examples of current geographies built: POSTCODE GEOGRAPHY EXAMPLE NUMBER OF RECORDS CURRENTLY AGGREGATED? Full Postcode DH1 3PQ 1 .56m YesPostcode Sector DH1 3 9,501 Yes

The range of estimates include household and personal characteristics, technology and channel use, as well as indicators of charity, lifestyle and financial behaviour representing all UK areas: England, Scotland, Wales and Northern Ireland.

WHY USE IT?

Neighbourhood InfoBase is ideally for use:

• within location planning and other spatial-marketing analysis where it is necessary to predict the demand for goods and services at a local level

• where analysis at a more granular level (individual or household) is not currently necessary or where taking a geographical view is more appropriate (i .e . insurance pricing) .

• for targeting of IP addresses which can be associated with a geographic area to allow clients to gain insight into the individual by understanding the postcode or sector in which they reside .

• within client models to see where it might outperform census based geo data .

It is also worth considering that when data is aggregated, it no longer contains Personal Identifiable Information (PII) and hence it can be considered anonymous . In order to further ensure anonymity and provide robustness, a procedure has been carried out that ensures postcodes with very low populations are combined with their neighbours .

NEIGHBOURHOOD INFOBASE

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WHAT IS INFOBASE?Acxiom’s InfoBase is the UK’s premier insight and enhancement database for acquisition and customer management; representing more than 90% of the UK . It provides more information, better coverage, more detail and improved accuracy and gives companies a competitive advantage in a changing market . 50% of data is “actual” and sourced directly from the consumer . Sophisticated models impute this out across the UK so all attributes have full coverage .

With InfoBase, companies can target, analyse, model and segment more accurately, make better marketing decisions and ultimately increase revenue faster with more efficient marketing.

HOW WAS INFOBASE AGGREGATED TO CREATE NEIGHBOURHOOD DATA?Acxiom began with a file of 40m UK adult individuals taken from their latest version of InfoBase. This file contained the postal addresses and values from the 242 elements to be aggregated .

POSTCODE SECTOR FILE

The postcode sector file was created by extracting the sectors from each full postcode within the individual level file. This was achieved by removing the final two characters from each postcode and grouping/summing together alike sectors . The set of postcode sectors extracted were matched against the very latest set of UK residential sectors from Royal Mail to ensure continuity .

Every element was then grouped together by creating counts, averages or percentages as appropriate depending on the element type . Indices and z-scores relating to the wider UK average were also produced .

Finally, a smoothing process was implemented by using target volumes of UK households/individuals to make sure figures were consistent with the latest population figures.

NAME AND ADDRESSBASE

AN

ALY

TICS

DA

TA

INTE

GR

ATI

ON

SEGMENTATION AND MARKET PREDICTORS

CHANNEL PREDICTOR

INFOBASE®AFFORDABILITY

PERSONICX

RECOGNITION INFOBASE® INSIGHT

Multi-SourcedMarketing Response,Retail and E-commerceActivity Data

IMPUTED/DERIVED > UK SCALE

50% ACTUAL DATA POINTS > 100% COVERAGE

FOUNDATION PREDICTORS AND INSIGHT

PROPERTY DATACOUNCIL TAX BANDS

CCJ’S DEBTBEHAVIORS

DIRECTORSREGISTERS

CENSUS/LCFS

CHA

NN

EL D

ATA

40 MILLION INDIVIDUALS 27 MILLION HOUSEHOLDS 1.8 MILLION POSTCODES


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FULL POSTCODE FILE

The full postcode file was created in a similar way to that of the sector file; by grouping like postcodes together and creating counts/averages/percentages in the first instance, and then indices/z-scores to a UK average.

Please note that the postcode file includes only those postcodes that contain at least one residential address/delivery point. There are many thousands of UK postcodes that contain only business addresses and these were omitted completely .

STEPPING OUT PROCEDURE

Due to the nature of the UK geography and postal address system, there are many postcodes that contain only a small number of households/delivery points. When aggregating data it is important to ensure statistical robustness, so it was decided to employ a “geographical stepping out” process .

The centroid (geographical centre) of every UK postcode was plotted spatially using the appropriate latitude-longitude . Where a postcode was found to have fewer than 10 households, the closest neighbouring postcode was sought (calculated by straight-line distance) and combined with the original. A new set of counts/percentages/averages were then calculated using the sum of the two neighbouring postcodes . If the threshold of 10 households had still not been reached, the process was repeated again, and so on until the condition was met .

WHICH FILES ARE AVAILABLE?There are two files available for postcode sectors:

• Percentages

• Indices to UK average

A data dictionary will also be provided to the client with more detailed information in regards to the 242 variables .

WHICH DATA VARIABLES HAVE BEEN AGGREGATED?Acxiom have aggregated 242 key elements from InfoBase . These were grouped into data variable categories based on the element type:

DATA VARIABLE CATEGORY NUMBER OF VARIABLESAffordability and Expenditure 78Automotive 7Channel Behaviour 31Charity 8Debt and Credit 14Employment and Income 14Finance and Insurance 14Home and Property 5Lifestyle and Travel 38Media and Technology 18Personal and Family 15Total 242

The full list of these variables is available in the appendix .


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APPENDIX: FULL LIST OF DATA VARIABLESPlease note, all variables are available for licensing at both postcode sector and full postcode level .

AFFORDABILITY AND EXPENDITURE

Delivering effective consumer marketing in a changing economy . InfoBase Affordability is a series of predictors which enable you to understand customers spending potential and how exposed they are to shifting economic conditions .

• Stability Rank• Affordability Rank• Total Household Outgoings (Banded Value Per Week)• Fixed Household Outgoings (Banded Value Per Week)• Committed Household Outgoings• Accommodation Spend Percentile• Mortgage Spend Percentile• Rent Spend Percentile• Home Energy Spend Percentile• Housing Rates and Taxes Spend Percentile• Housing Costs: Housing Maintenance Spend Percentile• Total Housing Expenditure Spend Percentile• Home Insurance Spend Percentile• Buildings Insurance Spend Percentile• Contents Insurance Spend Percentile• Total Household Goods Spend Percentile• Furniture and Furnishings, Carpets and Other Floor

Coverings Spend Percentile• Household Appliances Spend Percentile• Non Consumable Household Goods Spend Percentile• Tools and Equipment for House and Garden

Spend Percentile• Total Pensions, Savings and Investments

Spend Percentile• Pensions Spend Percentile• Savings and Investments Spend Percentile• Total Personal Insurance Spend Percentile• Life Insurance Spend Percentile• Medical Insurance Spend Percentile• Other Personal Insurance Spend Percentile• Motor Fuel Spend Percentile• Vehicle Purchase Spend Percentile• Motor Insurance Spend Percentile• Motoring Maintenance Costs Spend Percentile• Total Motoring Expenditure Spend Percentile• Eating and Drinking Out Spend Percentile• Total Holiday and Travel Spend Percentile

• Holidays Abroad Spend Percentile• Holidays Uk Spend Percentile• Total Technology Spend Percentile• Audio, TV, Video, Computer, Photo Spend Percentile• Computer Software and Games Spend Percentile• TV, Video, Satellite Rental, Cable Subscriptions,

TC Licenses and Internet Spend Percentile• Total Recreation and Leisure Spend Percentile• Sports Admissions, Subscriptions, Leisure Class Fees

and Equipment Hire Spend Percentile• Betting/Gambling Spend Percentile• Entertainment and Recreation Spend Percentile• Gardening Spend Percentile• Pets Spend Percentile• Total Nursery and School Education Spend Percentile• Education: Nursery and Primary Education

Spend Percentile• Education: Secondary Education Spend Percentile• University and College Education Spend Percentile• Total Education Spend Percentile• Total Consumer Packaged Goods Spend Percentile• Alcohol at Home Spend Percentile• Food Spend Percentile• Household Goods Spend Percentile• Personal Goods and Services Spend Percentile• Pet Food Spend Percentile• Total Clothing, Footwear and Personal Effects

Spend Percentile• Clothing, Footwear and Personal Effects: Women’s

Spend Percentile• Clothing, Footwear and Personal Effects: Men’s

Spend Percentile• Clothing, Footwear and Personal Effects: Children’s

(Under 16) Spend Percentile• Clothing, Footwear and Personal Effects: Personal

Effects Spend Percentile• Personal Goods and Services: Hair and Beauty

Spend Percentile• Personal Goods and Services: Health Spend Percentile


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• Household Services: Child Care Spend Percentile• Communication Services Spend Percentile• Transport Spend Percentile• Charitable Donations and Subscriptions

Spend Percentile• Goods and Services Spend Percentile• Money Transfers Spend Percentile• Proportion of Income Spent• Proportion of Income Fixed• Proportion of Income Committed• Proportion of Income Discretionary• Indulgence Rank • Asset Rank• Household’s Standard of Living• Pensioner Status (Based on Household’s

Primary Couple)

AUTOMOTIVE• Motorist• Bought a Car Under 3 Years Old• Car Type–SMMT Code (Grouped)• Bought Car New/Used• Car Fuel Type• Car Annual Mileage• Number of Cars in Household

CHANNEL BEHAVIOUR• Probability to Buy Groceries Online–Often• Probability to Buy Insurance–Online• Probability to Buy Insurance–In Shop• Probability to Buy Insurance–by Phone• Probability to Use Internet for–Price Comparison• Probability to Use Internet for–Social Networking• Probability to Use Internet for–Gambling/Betting• Probability to Use Internet for–Games Playing• Probability to Use Internet for–Paying Bills• Probability to Research Tech Prod–Online• Probability to Research Tech Prod–In Shop• Probability to Research Tech Prod–From Catalogue• Probability to Buy Technical Prod–Online• Probability to Buy Technical Prod–In Shop• Probability to Buy Technical Prod–Via Catalogue• Probability to Use Mobile Phone for–Internet• Probability to Have Freeview TV• Probability to Have Satellite TV

• Probability to Have Cable TV• Probability to Read News Online–Often• Probability to Book Holiday Via–Internet• Probability to Book Holiday Via–Agent• Channel Preference: Email (Semi-Decile Rank)• Channel Preference: Post (Semi-Decile Rank)• Channel Preference: Phone (Semi-Decile Rank)• Channel Preference: Text (Semi-Decile Rank)• Channel Preference: Social Networking

(Semi-Decile Rank)• Channel Preference Segmentation• Online Purchase Frequency• Household Has Regular Interest in Catalogue/Mail

Order Shopping• Household Mail–Order Frequency

CHARITY• Charities/Voluntary Work• Charity Donor Ranking• Household Level Charity Donor Ranking• Donate to Environmental/Animal/Wildlife

Causes–Ranked Likelihood• Donate to Global Causes–Ranked Likelihood• Donate to Local Causes• Contribute to Charity in the Street/at the Door• Contribute to Charity By Post–Ranked Likelihood

DEBT AND CREDIT• Have a Mortgage• Individual/Partner Has Personal Loan–

Ranked Likelihood• Probability of Interest in a Secured Loan for any Reason• Individual/Partner is Credit Card Holder• Household Credit Card Ownership• Number of Credit Cards• Individual/Partner Has Visa/Mastercard• Have American Express/Diners Club Card• Have a Store/Shop Card• Have a Debit Card• Difficulty Loan/Credit Repayments • Interest in Reducing Monthly Debt/Mortgage Payments • Credit Card Balance Repayment Behaviour (Based on

Head of Household)–Modelled Data• Credit Card Monthly Balance (Based on Head of

Household)–Modelled Data


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EMPLOYMENT AND INCOME• Individual’s Occupation (Where Working)• Employment Status• Self Employed• Number of Students in Household• Household Socio Economic Classification–

Summary Level• Household Employment Status (Based on Household’s

Primary Couple)• Number of Incomes Across Primary Couple• Number of Earners in the Household• Proportion of Adults Earning–Banded• Proportion Adults Unemployed–Banded• Household Income as Held Against the Individual• Equivalised Income• Net Household Income Per Week–Banded• Discretionary Household Income Per Week–Banded

FINANCE AND INSURANCE• Private Pension–(Actual/Imputed)• Regular Savings Plan–Ranked Likelihood• Child Savings Plan–Ranked Likelihood• Have an ISA• High Interest Investments–Yes/No• Own Stocks/Shares • Household Level Investment Activity Ranking• Life Assurance–Ranked Likelihood• Private Medical Insurance–Ranked Likelihood• Accident Insurance–Ranked Likelihood• Funeral Plan–Ranked Likelihood• Household Level Insurance Activity Ranking• Motor Insurance Years No Claims• Changed Home Insurance Company Last 3 Years

HOME AND PROPERTY• Household Level Home Ownership Status• Home Owner Maturity (1st Time Buyer, 2nd Time

Buyer, 3rd+)• Household Length of Residence (Banded)• Type of Property• Number of Bedrooms

LIFESTYLE AND TRAVEL• Household Has a Regular Interest in Bet Horse Racing• Household Has a Regular Interest in Current Affairs• Household Has a Regular Interest in

Crosswords/Puzzles• Household Has a Regular Interest in Cycling• Household Has a Regular Interest in Do It Yourself• Household Has a Regular Interest in Eating Out• Household Has a Regular Interest in Fashion Clothing• Household Has a Regular Interest in Fine Art/Antiques• Household Has a Regular Interest in Football• Household Has a Regular Interest in Gardening• Household Has a Regular Interest in Grandchildren• Household Has a Regular Interest in Golf• Household Has a Regular Interest in Fine Food/Cooking• Household Has a Regular Interest in Gym/Classes• Household Has a Regular Interest in Health Foods• Household Has a Regular Interest in Jogging/

Physical Exercise• Household Has a Regular Interest in National Trust• Household Has a Regular Interest in Household Pets• Household Has a Regular Interest in Prize

Draws/Competitions• Household Has a Regular Interest in Going to the Pub• Household Has a Regular Interest in Book Reading• Household Has a Regular Interest in Religious Activities• Household Has a Regular Interest in Listening to Music• Household Has a Regular Interest in Theatre/

Cultural Events • Household Has a Regular Interest in Hiking/Walking• Household Has a Regular Interest in Wildlife/

Countryside Interest• Household Has a Regular Interest in Vitamins/

Food Supplements• Non Smoking Household• Cultural Pursuits Interest Level• Entertainment Interest Level• Animal/Nature Awareness Level• Outdoor Pursuits Level• Take UK Holidays• Take European Holidays• Take USA Holidays–Ranked Likelihood• Take Rest of the World Holidays–Ranked Likelihood• World Travel as a Regular Hobby• Skiing/Boarding as a Regular Hobby


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MEDIA AND TECHNOLOGY• Quality Newspaper Readers• Mid-Market Newspaper Readers• Popular Newspaper Readers• Have a PC in the Household• Have Internet Access at Home• Have Internet Access in the Household

(Ranked Likelihood)• Personal Computing as a Regular Interest• Digital Camera• MP3/Ipod• Have Games Console in Household• Flat Screen TV in Household• Hd TV in Household• Have Pay to View TV in Household• Mobile Phone• Mobile Contract Payment Type• Household Technology Ranking (V3)• Consumer Electronics Audience Segmentation• Telecoms Audience Segmentation

PERSONAL AND FAMILY• Gender• Marital Status• Age (Banded)• Young Adult Still Living at Home• Number of Young Adults Still Living at Home• Parent Status• Number of Children in the Household (0-21 Years)• Children in Household 0-4 Years Old• Children in Household 5-7 Years Old• Children in Household 8-10 Years Old• Children in Household 11-16 Years Old• Children in Household 17-21 Years Old• Age of Eldest Child in Household• Age of Youngest Child in Household• Household Size—Number of Adults in Household

© 2018 Acxiom Corporation. All rights reserved. Acxiom, InfoBase, Personicx and AbiliTec are registered trademarks of Acxiom Corporation. All other trademarks and service marks mentioned herein are property of their respective owners. The following trademarks are owned by the United States Postal Service®: DSF2, NCOALink, United States Postal Service, USPS, ZIP, ZIP Code, ZIP + 4.

To learn more about how Acxiom can work for you, visit acxiom.co.uk or call us at 020 7526 5265.

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neighbourhood infobase - acxiom...acxiom has created neighbourhood infobase, a geographical version...

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