Latest Developments in Telmar's CenTab Database for Marketing Purposes

• Activity Number: 81
• Type: Contributed
• Date/Time: Sunday, August 3, 2014 : 4:00 PM to 5:50 PM
• Sponsor: Section on Statistics in Marketing
• Author(s): Igor Mandel*+
• Companies: Telmar
• Keywords: Marketing data sets ; Census ; Centab ; Data fusion ; Telmar ; Causality

Abstract

In 2010 Telmar introduced a significant new development in US population data set analysis with a product called CenTab. CenTab provides marketers with an up-sampled adaptation of the American Community Survey (ACS) Census data to achieve a 5 million respondent increase over the ACS's original 3 million plus respondent base. Using variable alignment and sample balancing the CenTab 8 million data set enables marketers to perform detailed analysis with stability within various geographies down to the county level. Recently Telmar has expanded the number of variables to include ethnicity, country of origin, medical insurance, food stamps and more. CenTab is being further developed to ascribe approximately 800 consumer consumption indictors from the Bureau of Labor Statistics Consumer Expenditure Survey (CES) for better geographic analysis. This presentation will discuss the developments and evolution of CenTab, and address the more general question of big marketing data sets and their reliability.