Data for Analytics

Data to Power Your Analytic Models

Creating the most accurate and effective predictive model is a winner takes all game, which is why you need the best data for analytics and model development. If your analytic model is even slightly better than the competition it will lead to large incremental gains in the long run: more satisfied customers, greater revenue and profits.

While results depend in part on the actual analytic models (built using tools such as R, Python, Alteryx, etc.) and how they are implemented (e.g., custom workflow or pre-built in to a Customer Data Platform), we also know that having complete and accurate data is a critical factor (“GIGO”).

Gaining an Edge with Data

For marketing purposes knowing a customer’s interaction and purchase history is critical first-party knowledge. But this is not enough. Because to really get an edge, you need to consider the best ways to implement third-party data to generate deeper insights and predictions.

How can your model be complete if you don’t know whether the customer is wealthy, a heavy transactor, a large donor or is known to be in-market for your product, based on their interactions with other organizations? Your own company’s past interactions may be limited or potentially even misleading since, until you have reached a critical mass of activity, there is significant uncertainty about who the person really is, what else they like and what is their potential Life Time Value.

THIRD-PARTY DATA FOR ANALYTICS

Ethically sourced third-party data for analytics on individuals and households can provide additional corroboration or insights that can significantly improve your model’s predictive capabilities.

Data Marketing Strategies is your best partner to navigate the vast universe of third-party data available on the market today. We are the data marketing experts who know what companies such as Acxiom, Claritas, Experian, InfoGroup and others can offer which which dataset and data elements will best fit your needs and budget.

You may need specific fields — as simple as age, income, gender, marital status and homeowner — or as complex as an existing segmentation model such as Personicx or P$ycle or a pre-built consumer propensity model that is itself may highly predictive component. Or you may need a full database extract representing the entire U.S. or a partial extract providing statistically accurate results within a state or region. In any case, when combined with your first-party data and analytics, accurate third-party data will boost your models to yield more accurate and actionable predictions.

Here are some of the types of data and databases we can help you to obtain:

INDIVIDUAL AND HOUSEHOLD DATA

Demographic and Behavior Data for Analytics

Thousands of data elements related to behavior, demographics, and interests are available to append to existing customer data. We can help determine which are the most relevant elements from among multiple data sources. Learn more

Segmentation Models

Segmentation models such as Acxiom’s Personicx and Claritas’ P$ycle combine multiple demographic elements into a cluster or segmentation model which can often highlight highly responsive customer segments. Learn more

Pre-built Predictive Models

Pre-built propensity models based on known transactions are a great input to other models since they are “orthogonal” to traditional demographic elements and so provide expanded opportunities for finding best principal components. Learn more

MARKET-LEVEL INSIGHTS

Databases and Data Extracts

To create your model you may require a full U.S. or regional name/address database license of all households with dozens or hundreds of demographic elements. Others may require a representative sample for short-term model development. Learn more

Custom Geo-Demographic Reports

Learn demographic and behavioral characteristics of local market areas with a custom Geo-Demographic Report. We will provide household counts by ZIP Code for your chosen key demographic variables. Learn more