Lifestyle databases and geodemographic information

Data on sales and purchases underpin many databases and this is usually overlaid with a considerable amount of profile data. This is known as biographics - the fusion of profile and data on sales and purchases. As a result of associating people's names, addresses, purchasing behaviour and lifestyles and placing it all together on a single record we can obtain an idea of someone's lifestyle. We can also create data fusion by linking such data with a geographic information system database. Linking purchasing behaviour data with lifestyle, geodemo-graphics and panel data helps to produce patterns of purchasing in various regions.

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