Householding

What is the Household Link?

The Household Link is a patent-pending persistent link that identifies adults residing at the same location who exhibit a persistent relationship.
• Household Link is a persistent linkage of people to households
• Not solely based on the input Personally Identifiable Information (PII), but operates across the historical information as well
• Associates groups of individuals residing together
• Tracks households across moves
• Identifies a group of individuals and is not directly tied to a physical location

How does it work?

Using LiveRamp's industry leading recognition repository, the AbiliTec Identity Graph, and LiveRamp's proprietary, patent-pending algorithms, we build in the following way:
• Identify the best and most current/recent address for an individual
• Identify the best and most current representation of an individual’s name
• Group individuals into a household

Grouping steps

• First, all individuals at the same address, as selected in the first step, with the same (or similar) last name are evaluated and potentially grouped.
• Next, all individuals at the same address, regardless of last name, are analyzed for inclusion in a household. This step relies on the historical data in AbiliTec's Identity Graph to identify relationships that have persisted over time.
• Finally, known relationships and separations are applied to further build or break apart households.
• High turnover or commercial properties are excluded and each individual is assigned into their own household to avoid over-consolidations

Use Cases

• Insurance

Car: Identify other drivers in the household that should be on the policy

Life: Additional policies for family members

• Financial

Clearer picture of the total assets held by the household

• Marketers

Reduce wasted marketing spend by eliminating duplicate mailing to the same household

Helps in the campaign match back to determine action takers versus addressees