The Origins-coded base file produces Origins-coded market profiles, enabling accurate profiling to assess over and under-indexing. It also offers a mapping and GIS option to support market and trade area cultural analysis.
Through the use of Origins, clients acquire an understanding of the cultural mix of customers, prospects or employees. Normally, this understanding is benchmarked against the market from which those individuals are drawn – for example, Australia, or a relevant State, or a metropolitan area.
Benchmarking against census data, although apparently similar, is not appropriate because the two measures of cultural diversity are created with different methodologies, and at a different time.
The best perspective of the market is derived from the Origins base file, representing more than 18m Australian adults and aggregated to ABS Mesh Block and above (including, for example, SA1, postcode and LGA). This base file is coded with Origins, enabling a proper like-for-like comparison of customers with market. Standard market profiles are normally supplied to clients as part of the deliverables for Origins Software & Data Licensing, and Origins Appended Data.
Origins Base File – Australia
However, some organisations, such as those with multiple retail locations or sales territories, have a need for a more detailed representation of where cultural groups can be found. Typically, they will want to have this represented in reports that rank lists of areas, or maps produced from their in-house GIS or mapping systems.
It is these organisations that will benefit most from the Origins Geographical Data product.
Origins supports this need through a low-cost, add-on matrix of geographical units (listed as rows), by Origins CEL codes (listed as columns). The matrix is populated by counts of people aged over 18 and customised to meet your requirements.