Deyde MyDataQ Tipologias and Estratos: Enrichment of Postal Addresses with sociodemographic and economic variables, and strata*
The Typologies module is a solution for enriching postal address data with sociodemographic and economic variables. With this solution, the databases are enriched through the segmentation of Spanish households by means of indicators based on postal address.
*The Estratos module is a solution for the segmentation of Colombian households by assigning the stratum.
An assignment of consumer typologies is made that allows households to be segmented based on their sociodemographic and economic features.
An assignment of sociodemographic, housing, lifestyle and consumption indicators for telephone, insurance, banking and finance, automotive, travel, new technologies and retail is made.
In addition, micromarkets are assigned, a grouping of small territories around one with greater power of attraction, constituting a self-sufficient market.
Module specifications for each country
Social stratification is the way in which households are classified through different categorisation criteria that do not depend on the income that a person or family has, but are based on the conditions of the dwelling. In addition, the address is enriched with data on census block, cadastral block, section, number of dwellings in the section.
According to the Colombian National Planning Department, the socio-economic strata into which dwellings or land are classified are:
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The advantages of having a clean database
- Increase in the information we have about our customers
- Greater precision in the location of the customer
- Better segmentation of our target customers according to consumption
- Improvement in the response level of marketing campaigns
- Multiply efficiency in decision making
- Facilitates the decision to create new offices based on our clients and the competition
Success stories
Bankinter
An entity constituted in June 1965 as an industrial bank, 50% between Banco de Santander and Bank of America. It has been using Deyde MyDataQ‘s services since 2006 to reliably locate its clients in the databases
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