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QAS Dataplus Datasets

Pacific Micromarketing's geodemographic and household segmentation datasets are typically used for analysis purposes to allow companies to understand more about their consumers. Once appended to your consumer database using QAS software these datasets can be used for a number of applications including:

  • Customer profiling and mapping - Customer profiling and mapping
  • Customer segmentation and modelling - highly valuable discriminators when modelling and/or segmenting customers.
  • Prospect selections - enabling more targeted selections for your direct marketing campaigns.
  • Customer database enhancement - understanding more about your existing customers.
  • Consumer insight - understand market potential and use in strategic planning, setting sales targets and evaluating performance

Mosaic is a geodemographic classification that describes Australia's neighbourhoods by allocating them into 11 Groups, 47 Types and 198 Elements

Mosaic is now into its 5th generation in Australia, it is the third generation Mosaic classification to use Pacific Micromarketing's sub-CCD geography - the Micro Segment (16-20 Households), and the first to be built at the Household level.

Household Mosaic offers an additional level of granularity allowing you to pinpoint target households, rather than just areas. Using key attributes available at a household level, a Mosaic Type is allocated to each individual household within a Micro Segment.

Mosaic Elements is the third tier below Mosaic Groups and Types. This set of 198 sub-types was created using the same input data as Mosaic. Mosaic Elements enable you to compile your own segmentation solution for specific target audiences whilst retaining the link with Mosaic Groups and Types.

  • Australia Mosaic Group and Type
  • Australia Mosaic Element
  • Australia Household Mosaic Group and Type
  • Australia Household Mosaic Element

Factors are ideal for use in statistical techniques such as customer segmentation and market potential modelling, and are particularly useful for building scorecards that require uncorrelated input variables. They help improve statistical models, particularly those that enable enhanced targeting through deeper understanding of customers.

Factors are built using the same variables used to develop Mosaic 2008. These variables are summarised into six non-correlated 'themes' that exist in the data.

  • Australia Factor 1 - Family Composition
  • Australia Factor 2 - Prosperity
  • Australia Factor 3 - Dependants
  • Australia Factor 4 - Cultural Diversity
  • Australia Factor 5 - Housing Ownership
  • Australia Factor 6 - Multi-Dwellings

Affluence is an indicator of a household's disposable income through an evaluation of income and assets. Affluence indicates a household's actual ability to spend. The level of affluence provides understanding of the type of purchases or lifestyle choices a household may make.

Household Income is an indicator of income at a household level. Providing insights where this information may be unknown to improve targeting or retention, or to validate submitted information.

Length of Residence assists with consumer insights, identifying new markets, strategic decision making and customer communications planning.

Relations describes the household structure at address level. An understanding of the household composition equips you with valuable knowledge for your pre campaign planning and post campaign analysis.

Age is a predictor of a person's age based on first name and address characteristics; also available for Head of Household. Age is supplied at either 5 or 10 year bands and can be grouped up into broader bands to meet varying communication needs.

Lifestage is a combination of variables at individual and household levels to determine lifestage at a household level. By understanding the Lifestage of your customers you can gain insight in to the type of products and services they could be interested in.

Adults and Gender at Address indicates the total number of people aged 18 and over in a household as well as the gender splits.

Children at Address is an indicator of the likelihood that a household has children. Banded in age groups from 0 - 11 and 12 - 18, Children at Address provides insight in to the type of purchase decisions a family may make.

  • Australia Affluence
  • Australia Household Income
  • Australia Length of Residence
  • Australia Relations
  • Australia Age
  • Australia Lifestage
  • Australia Adults at Address
  • Australia Gender at Address
  • Australia Children at Address

Pacific Micromarketing Spatial Coordinates Spatial coordinates are available at three accuracy levels. The G-NAF coordinates, collated by PSMA Australia (www.psma.com.au), are at a household level.

Micro Segments coordinates are derived as a by-product of building the geodemographic classification, Mosaic. There are 489,767 Micro Segments covering all residential Australian households, with an average of 16-20 households per Micro Segment. Groups of Micro Segments are fully contained within CCD's The CCD (Census Collection District) was defined by the ABS as part of the 2006 Census. These 38,704 CCD's contain an average of 200 households.

  • Australia G-NAF Latitude/Longitude
  • Australia Micro Segment Latitude/Longitude
  • Australia CCD Latitude/Longitude

Micro Segments coordinates are derived as a by-product of building the geodemographic classification, Mosaic. There are 489,767 Micro Segments covering all residential Australian households, with an average of 16-20 households per Micro Segment. Groups of Micro Segments are fully contained within CCD's

The Census Collection District (CCD) was defined by the ABS as part of the 2006 Census. These 38,704 CCD's contain an average of 200 households.

Statistical Local Areas (SLAs) are the smallest geographical areas other than census districts. SLAs consist of one or more CCD's, and can be local government areas (LGAs), or parts thereof. They also cover any areas without an incorporated local government. SLAs cover, in aggregate, the whole of Australia without gaps or overlaps. SLAs are widely used by government agencies to collect and disseminate statistics.

Local Government Areas (LGA) covers only incorporated areas of Australia. Incorporated areas are legally designated parts of states and territories over which incorporated local governing bodies have responsibility. The major areas of Australia not administered by incorporated bodies are the northern parts of South Australia, most of the Northern Territory and all of the Australian Capital Territory and the Other Territories.

  • Australia Micro Segment
  • Australia CCD
  • Australia Statistical Local Area (SLA)
  • Australia Local Government Area (LGA)

Pacific Micromarketing Property Identifiers

The Household Identification Number (HIN) is Pacific Micromarketing's unique reference ID for each household. AMAS products only include addresses available with the Australia Post PAF, Pacific Micromarketing's full list of Australian addresses therefore can not all be coded via QAS software.

Pacific Micromarketing's Business/Residential code is a combination of the Australian Post file, the AARF and Pacific Micromarketing's own consumer databases

  • Australia Household Identification Number
  • Australia Business/Residential Code

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