Wealth & Consumer Activity
One of the most important factors affecting response to marketing campaigns is affluence. This is true for the promotion of a wide range of goods and services from charitable appeals for donations, to applications for credit and finance. However, the likelihood of making a purchase is dependent upon many factors of which wealth is just one and so in addition we have also predicted a generalized measure of consumer activity.

The product is postcode based and allows you to identify and target households or people by affluence or consumer activity or both. The two measures or predictors are held as numeric scores for each postcode. Each was derived from a variety of data sources. The wealth score was derived from information about earnings, the presence of larger detached properties, house prices, and also data on occupation, industry and unemployment. The consumer activity score is also derived from multiple data sources on product holdings, levels of residential property sales, levels of new car ownership and information on household composition and the presence and age of children.

In addition to holding the information as numeric scores the predictions have also been banded into semi-deciles to allow any file or database to be profiled.

This profile shows that the client file is very much more affluent than the general population.

The Consumer Activity profile is shown below:-

This shows that the profiled file has more active consumers.

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Other data products include:
Sonar
Financial Activity and Debt
Residential House Price
Ageis
Census Data
Unemployment and Job Vacancies
Postcode Geolink
Wherewework

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