Sharper focus, smaller targets

As the 1991 census data start to appear, this article summarises the new census data and their practical limitations, and describes how these and other sources can be fused to produce improved and highly local information for a variety of applications.

Sharper focus, smaller targets

Understanding the new census, and how data fusion can enhance its value to marketers

Susan Squires

The 1991 census data are now coming through. Together with postcodes, electoral rolls and other consumer geographies, they are being used for a huge range of business decisions and in all sorts of businesses. Inter alia, they are an invaluable tool to define media catchment areas, to identify individuals and households for direct marketing, and to locate new premises and retail outlets. After summarising the census data and their practical limitations, this article describes how these and other...

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