Demography, Geography, and Marketing: Telmar Centab® - The Largest U.S. Census-Based Study from Telmar. Media and Marketing Studies Can Now Be Cross-Tabbed at Custom Geographic Levels

• 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
• Author(s): Igor Mandel*+
• Companies: Telmar Group Inc.
• 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.