Databases and Data Extracts
Databases for Analytic Model Development
For an accurate and deeply insightful representation of consumer demographics, behaviors and interests at the household level, there is no better solution than a full or partial extract of a compiled consumer database. For each household (rows), you receive several hundred columns of demographic data. You will not receive personally identifiable information such as name and the data file is only licensed for analytic, not marketing purposes. (A separate product called a “Prospecting Data Mart” is available for marketing purposes for very large organizations that can afford it.)
Full database extracts are available from reputable compilers such as Acxiom and Experian. For example, Acxiom offers an updated “Historical File” every six months that contains over 500 fields of third-party compiled data including:
- Brand Name Medicine Propensity Score
- Buying Channel Preference Propensity Score (Internet vs. Mail vs. Phone)
- Children’s Age in 1-year Increments
- Country of Orign
- Donation to any of over a dozen different types of charities
- Education Level
- Estimated Household Income
- Ethnicity
- Green Living
- Hispanic Language Preference
- Interests and Buying Behaviors (hundreds)
- Length of Residence
- Mail Responder
- Marital Status
- Mortgage and Property information (dozens)
- RFM purchase data (dozens)
- Vehicle Make, Model and Year
However, Acxiom’s Historical File does not include elements that may be essential for your needs, such as Net Worth, Economic Stability Indicator, Religion or Personicx.
Experian also offers a fully anonymized U.S. Consumer Database. Here are some examples of the 300+ data elements it contains at the household and individual level:
- Age
- Automobile – In Market (within the next 6 months)
- Children’s Age
- Contributes to Charities
- Education Level
- Ethnicity
- Homeowner Probability
- Interests (dozens)
- Language Preference
- Length of Residence
- Mail Responder
- Marital Status
- Mortgage and Property information (dozens)
- Mosaic LifeStyle Segmentation Model
- Net Assets Score
- Political Persona
- TrueTouch Messaging/Channel Model
Pricing for these full database extracts is mid-five figures for an annual license.
Data Extracts or Partial Databases
If you do not need nearly complete demographic data on EVERY U.S. household then a data extract is a better solution. In addition to lower pricing, you will be able to customize the specific data elements you need.
So, for example, if you are doing your analysis in a specific state or region, you would be able to license a 10% random sample of all households and include the key data elements (and only those data elements), including all of the Demographic and Behavior data elements such as Net Worth or Religion any Segmentation Models such as Personicx or P$ycle and even Pre-built Predictive Models such as In-market for New Home or Vehicle.
Data extract pricing is based on the number of records and data elements needed.