The prospect file is a database of prospective data built from Australia Post’s residential address database (the Australian Address Reference File), overlaid with lifestyle data from the Australian Lifestyle Survey.

Using data fusion methodologies, 100% of deliverable residential addresses in Australia are included on the prospect file database, augmented with lifestyle data or other external data sources, including the recently released ABS 2006 Census Data.

The prospect file contains 2.5m records that can be selected on actual lifestyle characteristics from the Australian Lifestyle Survey and 7m residential addresses that can be targeted based on lifestyle data modelled and aggregated at a household level.

At the heart of the database is the 'pure' lifestyle data.  Targeting this data may be done using manual selections or profiling as is with our existing lifestyle product.  The data here comprises of name and address information as well as telephone numbers and email addresses where available.

In the next layer, we have 'extended' selections which are based on lifestyle data and methodologies used here have utilised fully populated lifestyle surveys to fill any gaps. We now have a completely populated age, gender, income and marital status field for every lifestyle responder.  Over 440,000 updated records are available across the four fully populated variables.  Additional ‘extended’ selections are also available with in the areas listed below.  This data comprises of name, address, telephone numbers and email addresses.

At the 'in depth' household layer, a range of modelling techniques has been used to produce a profile based on likely characteristics.  Data sources have been plotted against the Australian Address Reference File to produce the in depth addressed data.  Selections are available with in the areas listed below.

Multiple selections can be made with in the following three main areas:

• Demographic
• Financial
• Leisure and Interests

All data is fully Privacy compliant.

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