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| CENSATION™ - GEO-DEMOGRAPHIC CLASSIFICATION
FOR ALL! |
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Users
of AFD Postcode, Plotter, Postcode
Plus, Refiner and Names & Numbers have
access to Censation, a powerful geodemographic
solution. Based on the latest census data,
validated using a leading lifestyle dataset
and enhanced using further residential
information, Censation is updated annually.
AFD Refiner an intuitive batch and interactive address cleansing system will
easily append Censation codes to contact data.
Developers can use the AFD Postcode AFD Plotter and AFD Postcode Plus API to
append Censation codes to customer and prospect data and use the codes for profiling
or to make real-time communication more effective. |
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With
AFD Names & Numbers
the Censation codes are fully
indexed so affluence and lifestyle
indicators can be searched, counted
and selected. Selections can
be further refined using Length
of residency and household composition
filters. (Data extract conditions
apply, please see the license
for details)
Please note: AFD licenses specifically
exclude bureau use. For bureau
licensing details please email:
sales@afd.co.uk |
What
is Censation?
Censation™ classifies
every UK postcode using a simple code
system. The code system
is built using the latest and most comprehensive
data about where people live, how affluent
or deprived they are and what 'life stage'
they are in. Information about housing,
employment, qualifications - in fact over
600 variables from the latest UK Census
- are analysed together with residential
and commercial data… and then validated
further using a leading life-style dataset. |
How does
Censation work?
Every
postcode has one of 52 'Clusters'
or Codes assigned to it. This
simple four character code identifies:
- How rich
or poor are my customers likely
to be? The
first letter in a Censation
code shows how rich or poor
people living in a postcode
are likely to be. Are your
customers wealthy, prosperous,
comfortable, striving or struggling?
- What stage
of life are they likely to
be at? The
second letter in Censation
code shows how likely your
customers are to be young singles,
young families, older families,
families with children who
have left home (empty nesters),
seniors, etc.
- Any distinctive
features? The
last two digits of a Censation
code highlight distinctive
characteristics drawn from
the underlying Census, Residential
or Commercial data or from
the lifestyle validation. A
short additional description
is put in descending order
with the strongest or most
likely attribute first. Finally
a detailed supporting table
with over 30 different characteristics
is provided.
Further 'unclassified' codes
are allocated to postcodes
for which census data is unavailable.
These mainly describe the make
up of commercial areas. |
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How
could Censation help my organisation?
For targeting, locating and communicating, Censation can be used to provoke penetrating
questions and important discussions that lead to new or clearer insights and
more confidence in decision-making. These insights can help to shape and style
communication in a way more likely to be relevant to the target audience. For
retail, charity and local government, the options and priorities for locating
stores and services can be more readily assessed.
Perhaps the most obvious application is to append Censation codes to existing
customer databases and to look for consistent patterns. Are you particularly
successful with customers that fall into certain Censation code groups? Why not
look for these codes within your prospect data? Did you expect a different result?
How will that affect your future communication?
Alternatively, you may wish to target existing customers with additional offers.
To do this you can compare the codes for those customers that have made multiple
purchases with those that have only made a single purchase. This can highlight
those customers more likely to make a further purchase. To find out which customers
are likely to stay loyal, long-term customers, you could compare the codes for
those who haven't purchased in the last twelve months, with those that have.
Censation codes can also be applied in 'live' situations. In a call centre, scripts
and offers can be adjusted to be more likely to appeal to a caller - based on
their postcode and Censation code. Universities can attract applications from
targeted social backgrounds by using the codes to communicate with words and
styles more likely to be relevant and accessible.
What are the limits of Censation?
It's important to understand that a Censation code simply highlights the fact
that when compared with the rest of the UK, people living within a particular
postcode are more likely to have the characteristics described by the associated
Censation code. The key to using this information sensibly is to start a sentence
which says "If I were looking for people with X characteristics I would
be more likely to find them within Y Censation Code." Of course a postcode
with a Censation code AW01 (Wealthy, Young Families) may well contain some households
who are not wealthy, young families - however, the code signifies that if you
are looking for wealthy, young families you are more likely to find them here
than elsewhere. Censation is unique in that we believe it more closely describes
the reality on the ground than any other system.
Why
are the Censation codes
not named?
We want to extend the use of geodemographic data beyond a fairly small 'elite'
group. Frankly, clever names or titles can be a distraction - they can cause
us to prejudge, discard or embrace a particular code - on the name alone - whereas
it's much more sensible to apply the codes to customer and prospect data and
let the data talk to you through the codes.
What about areas not covered by the Census?
Some (mainly commercial)
areas of the UK cannot be classified using Census data. However, because the
Censation system also uses current and historical residential and commercial
data along with lifestyle validation we are able to include a set of 'unclassified
codes' which provide a sensible guide for these areas e.g. NL61 means unclassified
(N); Many organisations mixed with low, transient population (L); Consumer Commercial
Centres and Offices (61).
Are there data protection issues?
No. Census data is released at 'output area' level which is then related to postcodes.
An output area consists of roughly 150 people and ensures that it is not possible
to identify individual characteristics.
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