| Data Attributes | Percentage |
|---|---|
| Unique ID | 100 |
| URN | 100 |
| Title | 95 |
| Forename | 90 |
| Other Name | 80 |
| Surname | 100 |
| PO Box | 3 |
| House/Flat No. | 80 |
| House/Flat name | 80 |
| Street 1 | 92 |
| Street 2 | 93 |
| Locality | 90 |
| City/Town | 95 |
| State/Province | 98 |
| Country | 100 |
| DOB | 78 |
| 42 | |
| Mobile Number 1 | 89 |
| Mobile Number 2 | 78 |
| Data Source | 100 |
| Data Attributes | Percentage |
|---|---|
| Home owner | 19 |
| Renter | 15 |
| Motor Vehicle | 11 |
| Motor Vehicle Finance | 9 |
| Credit Card | 18 |
| Credit Card Level | 18 |
| Bank Balance Range | 31 |
| Frequent Flyer status | 6 |
| Retail loyalty card | 4 |
| Retail loyalty card leve | 3 |
| Monthly retail card spend | 3 |
| Employment Status | 28 |
| Job Title | 21 |
| Employer | 18 |
| Data Attributes | Percentage Coverage of 122 Million Records |
|---|---|
| Lifestyle spend - Health | 63 |
| Lifestyle spend - Music | 58 |
| Lifestyle spend- Fashion | 32 |
| Lifestyle spend- Technology | 37 |
| Lifestyle spend- Arts | 4 |
| Lifestyle spend - Travel | 21 |
| Data Attributes | Percentage |
|---|---|
| Unique ID | 65 |
| URN | 100 |
| SSN/ITN | 0 |
| Title | 95 |
| Forename | 90 |
| Other Name | 80 |
| Surname | 100 |
| Suffx | 0 |
| Previous Name | 0 |
| Name Changes | 0 |
| PO Box | 3 |
| House/Flat No. | 80 |
| House/Flat name | 80 |
| Street 1 | 92 |
| Street 2 | 93 |
| Locality | 90 |
| City/Town | 95 |
| State/Province | 98 |
| Post Code | 11 |
| Country | 100 |
| DPS (Delivery Point Suffx) | 0 |
| DOB | 80 |
| DOB Actual or Derived | 80 |
| Date at Address Start | |
| Date at Address End | |
| Previous Address | 10 |
| 45 |
| Data Attributes | Percentage |
|---|---|
| Telephone Number | 26 |
| Telephone Mobile | 95 |
| Deceased Indicator | 0 |
| Data Source | 100 |
| Home owner | 11 |
| Renter | 16 |
| Motor Vehicle | 7 |
| MV Finance | 5 |
| Credit Card | 4 |
| Credit card level | 2 |
| Retail Card | 14 |
| Lifestyle spend - Health | 10 |
| Lifestyle spend - Music | 15 |
| Lifestyle spend- Fashion | 17 |
| Lifestyle spend- Technology | 22 |
| Lifestyle spend- Arts | 6 |
| Lifestyle spend - Pets | 2 |
| Lifestyle spend - Travel | 23 |
| Employment Status | 24 |
| Job Title | 19 |
| Employer | 7 |
| Monthly retail card spend | 6 |
| Passport Number | 11 |
| ID Card Number | 9 |
| Online Purchase Frequency | 19 |
| Device ID | 4 |
| 45 |
| Data Attributes | Percentage |
|---|---|
| Title | 100 |
| Forename | 100 |
| Other Name | 55 |
| Surname | 100 |
| Suffx | 65 |
| PO Box | 0 |
| House/Flat No. | 80 |
| House/Flat name | 80 |
| Street 1 | 80 |
| Street 2 | 80 |
| Locality | 80 |
| City/Town | 80 |
| State/Province | 64 |
| Post Code | 10 |
| Country | 100 |
| DOB | 35 |
| 48 | |
| Telephone Number | 15 |
| Telephone Mobile | 77 |
| Passport Number | 5 |
| ID Card Number | 12 |
| Data Attributes | Percentage |
|---|---|
| Home owner | 11 |
| Renter | 5 |
| Number of people in household | 13 |
| Motor Vehicle | 18 |
| MV Finance | 15 |
| MV Finance Level | 12 |
| Credit Card - yes / no | 22 |
| Credit card level | 15 |
| Credit card type | 5 |
| Debit card holder | 8 |
| Type of debit card | 4 |
| Bank account yes /no | 22 |
| Bank account amount | 4 |
| Retail Card | 0 |
| Frequent Flyer Card holder | 0 |
| Frequent fyer level | 0 |
| Data Attributes | Percentage |
|---|---|
| Lifestyle spend - Health | 65 |
| Lifestyle spend - Music | 73 |
| Lifestyle spend- Fashion | 35 |
| Lifestyle spend- Technology | 12 |
| Lifestyle spend- Arts | 7 |
| MV Finance Level | 12 |
| Lifestyle spend - Pets | 2 |
| Lifestyle spend - Travel | 28 |
| Employment Status | 22 |
| Job Title | 7 |
| Employer | 0 |
| Income | 15 |
| Device ID | 5 |
| IP address | 5 |
| Type of device | 9 |
| Smartphone yes / no | 18 |
| Brand smartphone | 6 |
| Social Media account holder | 33 |
| Type of social media | 0 |
| Frequency of social media use | 0 |
| Data Attributes | Percentage |
|---|---|
| Unique ID | 100 |
| URN | 100 |
| SSN/ITN | 0 |
| Title | 95 |
| Forename | 100 |
| Other Name | 32 |
| Surname | 100 |
| Suffx | 0 |
| Previous Name | 0 |
| Name Changes | 0 |
| PO Box | 3 |
| House/Flat No. | 75 |
| House/Flat name | 75 |
| Street 1 | 82 |
| Locality | 92 |
| City/Town | 92 |
| Post Code | 88 |
| Country | 100 |
| DOB | 67 |
| Date at Address End | |
| Previous Address | 8 |
| 55 |
| Data Attributes | Percentage |
|---|---|
| Telephone Mobile | 88 |
| Data Source | 88 |
| Home owner | 16 |
| Renter | 22 |
| Motor Vehicle | 2 |
| MV Finance | 1 |
| Credit card | 12 |
| Credit card level | 7 |
| Retail Card | 9 |
| Lifestyle spend - Health | 33 |
| Lifestyle spend - Music | 21 |
| Lifestyle spend- Fashion | 28 |
| Lifestyle spend- Technology | 17 |
| Lifestyle spend- Arts | 9 |
| Lifestyle spend - Pets | 0 |
| Lifestyle spend - Travel | 21 |
| Employment Status | 34 |
| Job Title | 20 |
| Employer | 11 |
| Monthly retail card spend | 5 |
| Online Purchase Frequency | 14 |
| Device ID | 11 |
| Data Attributes | Percentage |
|---|---|
| Unique ID | 100 |
| URN | 100 |
| SSN/ITN | 0 |
| Title | 100 |
| Forename | 94 |
| Surname | 94 |
| PO Box | 3 |
| House/Flat No. | 81 |
| House/Flat name | 81 |
| Street 1 | 81 |
| Locality | 92 |
| City/Town | 92 |
| Post Code | 88 |
| Country | 100 |
| DOB | 73 |
| Previous Address | 11 |
| 84 | |
| Telephone Mobile | 91 |
| Data Source | 100 |
| Data Attributes | Percentage |
|---|---|
| Home owner | 21 |
| Renter | 31 |
| Motor Vehicle | 13 |
| MV Finance | 6 |
| Credit card | 13 |
| Credit card level | 0 |
| Retail Card | 19 |
| Lifestyle spend - Health | 26 |
| Lifestyle spend - Music | 27 |
| Lifestyle spend- Fashion | 33 |
| Lifestyle spend- Technology | 12 |
| Lifestyle spend- Arts | 8 |
| Lifestyle spend - Pets | 0 |
| Lifestyle spend - Travel | 31 |
| Employment Status | 44 |
| Monthly retail card spend | 15 |
| Online Purchase Frequency | 31 |
| Device ID | 21 |