Add detail to your customer records to improve your understanding of key groups within your customer database and to help drive more efficient and productive selections when identifying new prospects.
The LifeSketch database provides users with access to a broad and comprehensive range of additional lifestyle attributes that can be used to add personal detail to customer records. Used in conjunction with other data sources, such as transactional history, ACORN profiles and preferred communication channel, these additional insights enable marketers to gain a clearer picture of their target audiences and develop campaigns that nurture successful relationship and deliver a return on investment.
The LifeSketch file combines feeds from a variety of publicly available data sources with consumer information provided by a contracted network data partners operating in a range of commercial sectors, including financial services, mail order, publishing, online competitions and online researchers / questionnaire gatherers.
At initial build, the data compiler claims that the file contained more than 150 million records. Through a process of refinement which included screening against gone-away records dating back to 2000 and past versions of the available Electoral Roll dating back to 2002, the LifeSketch database has been honed to just under 50 million records and provides users with a valuable insight in to the lives, interests and motivations of their customers.
In addition to details relating to the home, such as ownership, type, last sale date and price, the file provides information on the vehicles within the household, credit information, newspaper preferences, employment, directorships and share-holdings, household composition, the number and age of children, as well as details about hobbies and interests. With more than 20 different variables to select from, marketers and analysts are able to develop a very detailed view of the different lifestyles represented within their customer database, grouping individuals according to common traits and using insights to develop relevant campaigns in selected, relevant media.
In addition to applying extra attributes to customer records, the LifeSketch data can also be used to drive prospect selections. By profiling key customer groups and identifying their shared lifestyle attributes, users can build selections through the UKChanges>online Supply tab and gain quick counts of the number of prospect records available to them. Selections can be refined by adding further parameters, such as geographic areas or council tax band, and users can also upload their customer data in to the system as a deduplication file, ensuring that the counts generated exclude existing customer records.
Complementing existing data on transactions, permissions, and channel preferences with external data sources such as sociodemographic profiles and lifestyle indicators, as provided by LifeSketch, allows marketers to develop a better understanding of their customers and the factors that combine to motivate purchasing decisions, repeat purchases and long-term loyalty. Use the LifeSketch data to build this deeper customer understanding, to refine offers and improve campaign targeting, raising response levels and reducing cost per acquisition.