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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

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