|
|
|
|
Overlay
Files
|
- It
is often desirable to supplement the in-house information
with data from an outside source. This information
is usually either existing information sold by a service
bureau, or new information collected specifically
for the project. The existing information, often called
‘secondary’ data, is generally demographic
(income, assets), lifestyle information (cluster codes),
or market statistics (size, sales). These overlay
files are often used to provide information to use
in predictive models or customer segmentation.
|
- It
can also be very useful to collect new information
about customers or markets to add data that would
otherwise be unavailable for the analysis. This is
frequently done to quantify the link between attitudes
and behaviors, to find leverage points for marketing
programs, or to better understand market dynamics.
Telephone surveys are frequently used to collect attitudinal
data, product category usage, loyalty measures, advertising
recall, and a host of other measures
|
|
|
|
