Close

We use cookies to help enhance your experience and improve the functionality of our website.
For more details and help to manage your cookie options read our Privacy & Cookies information.

Emerging data: Creating analytical value from government administrative files

Keith Dugmore, Journal of Direct, Data and Digital Marketing Practice Vol. 17, No. 4 ()
The growth of computerised government administrative files provides new opportunities for creating analytical value for a wide range of topics. The adoption of address postcodes, when linked to grid references, enables the creation of small area statistics, and also facilitates the mapping of results, which has been further encouraged by the Office for National Statistics’ adoption of postcode-based Output Areas as a standard statistical geography. Postcodes also provide a vital key when seeking to match individual records from different sources. Administrative records have obvious attractions: they often cover very nearly 100% of the relevant population; information is also gathered using the same methods across England (and sometimes Great Britain or the United Kingdom as a whole) and, unlike the Census, are updated frequently; they also include hot topics, such as Income. This paper illustrates some of the possible census-like topics that could be available from government files. It then reviews the patchy progress over recent decades, before giving recent examples of the increasing pressure to make more use of government administrative files, and the possibility of now making a long-awaited breakthrough.

Why do it with the IDM?

Marketers who choose the IDM as their training partner make a real difference to their business, their customers’ lives and their own career.

The IDM is leading the ‘do revolution’

What counts today more than ever is not what you think, or even what you say, but what you can do. IDM qualifications and short marketing courses are designed for marketers who want to do more, faster, better.

Over the last 25 years we’ve trained 70,000 delegates across 28 countries, from Microsoft to the BBC, John Lewis to Lego.

What will you do next in your digital, direct or data-driven career? Find out about IDM qualifications and training courses or IDM membership.

Rob was the speaker at a Mobile Marketing course my colleagues and I attended at the Institute of Direct and Digital Marketing. This course was extremely useful: it broadened my knowledge of mobile marketing and of all the opportunities it can provide. I...

Flavia Trifogli,
European CRM Manager at Carphone Warehouse

Train Your Teams

Upskill your teams marketing capabilities with a tailored IDM training plan that suits your business

Enhance your career with the IDM

Your training partner in filling digital and direct marketing skills gaps, setting you apart as a doer

X
share on