The views expressed here are those of the individual authors and not necessarily those of the JSM sponsors, their officers, or their staff.
Abstract Details
Activity Number:
|
395
|
Type:
|
Topic Contributed
|
Date/Time:
|
Tuesday, August 2, 2011 : 2:00 PM to 3:50 PM
|
Sponsor:
|
Section on Statistics and Marketing
|
Abstract - #301629 |
Title:
|
Demography, Geography, and Marketing: Telmar CentabĀ® - The Largest U.S. Census-Based Study from Telmar. Media and Marketing Studies Can Now Be Cross-Tabbed at Custom Geographic Levels
|
Author(s):
|
Igor Mandel*+
|
Companies:
|
Telmar Group Inc.
|
Address:
|
470 Park avenue South, New York, NY, 10016,
|
Keywords:
|
advertising ;
media planning ;
demographic database ;
Census ;
Data Fusion and Ascription ;
Telmar
|
Abstract:
|
Telmar Group Inc. has created and made available for the first time a single respondent database combining the most reliable source of demographic information - annual Public-Use Microdata Samples (PUMS) data in the American Community Survey by the US Census Bureau and combined it with updated county data from independent census data marketers, to produce over 3 million of real respondents (without their addresses), distributed across 3,000 counties and soon across 40,000 zip codes. It provides marketers with the unique opportunity to have an annually updated, highly reliable, geographically specified crosstab-able data base with 150 different variables, covering all traditional metrics used in advertising media planning. It will also serve as the most reliable hub for all forms of data integration, such as Fusion, Multi-Basing, Weighted Profile Analysis and Ascriptions.
|
The address information is for the authors that have a + after their name.
Authors who are presenting talks have a * after their name.
Back to the full JSM 2011 program
|
2011 JSM Online Program Home
For information, contact jsm@amstat.org or phone (888) 231-3473.
If you have questions about the Continuing Education program, please contact the Education Department.