Self-prophesying models

(Sep 2, 2008)

A phenomenon to watch for is that of the "self-prophesying model".  It occurs when a variable is too specific to the mortality experience of a reference portfolio to have wider application.  It has been claimed that the risk of this increases for smaller data sets and more lifestyle categories. In fact, the error is actually most likely where there is a small number of lives in each sub-group prior to grouping.  This is simply because the impact of random variation is largest in very small groups.

As an illustration of this, consider the apparently reasonable alternative of using postcode sector instead of a geodemographic type.  The postcode sector is basically everything except the last two characters…

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Tags: postcodes, profiling, geodemographics, Mosaic, Acorn, CAMEO, postcode sector

More on postcodes

(Aug 8, 2008)

Following my entry on postcode profiling, I have been asked two further questions. The first is whether you have to use Experian's Mosaic system. The answer is no, and there are other profiling systems which also work well in the United Kingdom. There are equivalent systems such as Acorn (from CACI Ltd) and CAMEO (from Eurodirect), and these work as well as Mosaic.

The second question was what do you do if you want to analyse non-UK data where there is no postcode. The answer is that you can still use a geodemographic profiler, but you need to use the whole address. Both Mosaic and CAMEO are available in countries outside the UK, including USA, Canada, the Netherlands, France and Germany (and many more). By using the…

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Tags: postcodes, profiling, geodemographics, Mosaic, Acorn, CAMEO

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