What is a Campaign?

A Campaign consists of a Search or multiple searches that result in a single download of data. Each download of data should contain all searches necessary for turning into a communication.

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What is a Search?

A Search is part of a Campaign. You can have multiple searches within each campaign, that add to, or subtract from, the final data download. A Search is built from ‘Definite’ data, ‘Probability’ data, or a mixture of both.

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What is a Saved Search?

A saved search is any previously Search that has been saved whether that search is attached to a Campaign or not. This means that you only need save a search once and you can add it to any number of future campaigns. For example, you save a search with NE postcode area and no car parameters. Instead of rebuilding that search every time you want those parameters, you can simply attach that Saved Search to a new campaign.

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What is ‘definite data’?

Definite data is fixed data such as residential addresses, business addresses, postcodes, postcode areas, and gps co-ordinates, etc.

It is marked in green on the search page.

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What is ‘probability data’?

Probability data is anonymous open data that is highly likely to contain the criteria you request.

It is marked in orange on the search page.

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What is the difference between ‘definite’ data and ‘probability’ data?

Definite data gives you definitive results that match the criteria you request. For example, requesting residential household addresses within the NE postcode area (ie: definite data) will definitely give you all the residential households with the NE postcode.

Probability data gives you results most likely to resemble the criteria. For example, requesting residential household address within the NE postcode area (ie: definite data) AND those households without cars (ie: probability data) will give you the 25% ‘most likely’ residential addresses in the NE postcode area to have no cars.

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Can I add GDPR approved names to the data I download?

Yes, absolutely you can.

You can do this is two ways:

  1. You can merge the anonymous data you download from MyOpenData with your existing GDPR permission data, matching the address with a GDPR registered name that you already hold, and using that data record for as long as you have GDPR permission from the individual in question.
  2. You can merge the anonymous data you download from MyOpenData with GDPR permission data you rent from MyOpenData's registered partner.

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Can I mix definite data with probability data?

Absolutely yes. That’s what MyOpenData is designed to do. In fact, we recommend it, because by defining your volume with definite data, and then targeting with probability data, you are greatly increasing your chances of hitting the type of audience you are looking to communicate to.

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Can I add several probability searches together?

Yes, you can. Although, the more probability data you request in the same search, the more general the answer will be.

This is best illustrated by the following analogy:

If you want ham and pea soup, and only add the ham and pea ingredients, then you are more of less guaranteed to get either ham, or pea, or ham and pea when you taste it.

If however, you want ham and pea soup, but you add ham, pea, carrot, leak and sweetcorn ingredients, then you might not get ham and pea at all… you might not get anything you expected.

So, try to limit the number of your probability search criteria ‘in the same search’. You can always create multiple probability campaigns, then combine and de-duplicate the lists to achieve your goal.

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How can I increase the volume of the data I request?

MyOpenData is predominantly a geographically based targeting tool. To get the correct volumes of data you require, you need to expand, contract the more geographic boundaries.

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How can I increase the accuracy of the data I request?

To increase the accuracy of the data you require, you should limit the number of probability criteria you add into each search.

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Can I add two completely opposite probability search criteria? For instance, ‘Employed’ and ‘Unemployed’.

Yes, you can, however 1) why would you want to? It would be better to create two separate searches to communicate to two obviously different sets of targets, and 2) if you did, what you would get is the top 25% of addresses most likely to contain ‘both Unemployed and Employed’ people, which might be the exact opposite of what you require.

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