Sweating your data assets

(Apr 16, 2009)

In recent years insurers have looked to making better use of the data they already have. The appeal is simple: if you have already collected the data, then it is like leaving money on the table if it is not being exploited to the full. Worse, if your competitors make better use of their data, you can be selected against and lose money.

The biggest change has been in insurers' attitude towards the use of postcodes. Postcodes have to be collected and maintained anyway as part of normal business, so any extra value which can be squeezed out of them is a low-cost bonus.  As we will see, this can sometimes even be a zero-cost bonus.

Every UK residential postcode can be assigned a geodemographic type to describe the sort of people…

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Tags: postcodes, geodemographics, smoking, missing data, P-squared

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