Supplementing transportation data sources with targeted marketing data: Applications, integration, and internal validation

Unlike many third-party data sources, targeted marketing (TM) data constitute holistic datasets, with disaggregate variables – ranging from socioeconomic and demographic characteristics to attitudes, propensities, and behaviors – available for most individuals in the population. These qualities, along with ease of accessibility and relatively low acquisition costs, make TM data an attractive source for the supplementation of traditional...