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...