EuroDirect unveils home movers file and new analysis

by Daniel Farey-Jones,, Brand Republic 20-Jan-05, 07:30

LONDON – EuroDirect has assembled its 2005 New Movers File, providing data on around 4m individuals that the 2005 Electoral Roll has revealed as having moved addresses in the past year.

The dataset was built by comparing last year's Edited Electoral Roll with this year's almost complete Electoral Roll.

Combining the New Movers file with EuroDirect's CAMEO classifications at household and postcode level, enables users to attain a multi-dimensional insight into consumers by assessing their lifestage, property price, credit risk profile, financial sophistication, income and economic activity.

Movers will often require personal loan and credit cards, as well as being likely to change the services they use, including utilities and gyms.

EuroDirect has also launched a new service, Forensic Analytics, for mailers using multiple lists in a single campaign.

Using a range of retrospective and prognostic modelling and scoring techniques, EuroDirect will run a client's customer files and proposed mailing files against its data of more than 43m individuals and 300-plus consumer attributes, including credit risk data, to identify the discriminates of response.

This analysis will then enable EuroDirect to identify what datasets and individuals are likely to be non-responders. Once these indifferent segments have been removed, EuroDirect will replenish the prospect pool with data from Data Exchange, which is likely to be far more responsive.

Users are invited to try out this new system by allowing EuroDirect to perform a retrospective scoring exercise on a past campaign.

John Dobson, managing director of EuroDirect, said: "In a declining data market, we continue to have access to a mass market of data, including credit risk data, and a level of analytical capability and data expertise mastered by few. This new innovation will change the landscape of data acquisition."

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