ONSRSS Conference Commercial Products - PowerPoint PPT Presentation
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ONSRSS Conference Commercial Products
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Store Location analysis. Network Optimisation. Branch Performance analysis. Local Store Marketing. Local newspapers. Posters. Door-drops. TMC ... – PowerPoint PPT presentation
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Title: ONSRSS Conference Commercial Products
1
ONS/RSS ConferenceCommercial Products Services
- Peter Sleight
- Target Market Consultancy
TMC
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Commercial Products Services
- What applications are addressed?
- What tools are involved?
- What types of organisations use them?
- What intermediaries supply them?
- The 2001 Census Experience
TMC
3
What applications are addressed?
- Targeting ( c.f. LGAs )
- Area potential modelling
- Sectors addressed
- Retail
- Manufacturing
- Media ( incl. Direct Marketing )
- Services ( incl. MR )
TMC
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Retail applications
- Store Location analysis
- Network Optimisation
- Branch Performance analysis
- Local Store Marketing
- Local newspapers. Posters
- Door-drops
TMC
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Media/Direct Marketing applications
- Targeting Direct Mail
- Customer analysis
- Interactive ( e.g. Call Centres )
- Media linkages
- Via Market Research
- Direct linkage
TMC
6
What tools are involved?
- Neighbourhood Classifications
- National Lists, Individual Classifications
- Propensity models
- Response models
- Profiling tools
TMC
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What types of organisations use them?
- Financial Services
- Retailers
- Mail Order / Internet
- FMCG Manufacturers
- Leisure Operators
- Telecoms Utilities
TMC
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What intermediaries supply them?
- Census Agencies
- other Census VARS
- Lifestyle Database operators
- Consultancies
- ( note
- - distribution licence
- - approved supplier scheme )
TMC
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What new products do we know about? ( so far )
- Established products
- ACORN, MOSAIC, CAMEO, PRIZM
- New entrants
- ATOMIC, Psquared, SONAR, ( others, as yet
un-named ) - Lifestyle-linked
- itarget, Omnilifestyle, Streetwise
TMC
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The 2001 Census Experience
- Two initiatives, a decade ago
- A.C.A. formed BAG convened
- Led to much closer links with OPCS / ONS
- Excellent consultation process resulted superior
to preceding decade.
TMC
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The 2001 Census Experience
- Census Access welcome initiative (though
agency business model changed ) - Led to positive negotiations re.
- Distribution licence
- Approved suppliers scheme
TMC
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The 2001 Census Experience
- By large, commercial sector got the Census
products they wanted - One disappointment final timing of CAS outputs
( agency schedules wrecked ) - Nevertheless, 2001 Census judged an overall
success by commercial sector.
TMC
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