467 – Section on Statistics and Marketing - 1
Telmar Centab: The New Analytical Possibilities with Coefficients of Structural Associations
Igor Mandel
Telmar Group
Telmar Group Inc. has created and made available for the first time a single respondent database Telmar-Centab based on the most reliable source of demographic information - annual Public-Use Microdata Samples (PUMS) data by the US Census Bureau. It has 3 million of respondents, distributed across 3,000 counties and 150 demographic variables, covering all traditional metrics used in advertising media planning. It could be merged on a fly (by Telmar's "multibasing" technique) with other major sources of marketing information. Telmar-Centab provides the explorer with unique opportunity to cross-tab a huge number of variables and make further analysis. It also opens the opportunities for implementation of the new promising analytical approaches (in particular, the recently proposed coefficients of structural association, CSA). These topics will be covered in a presentation.
