Age is often an important determinant affecting whether someone will, or is even eligible to, respond to campaign activity. All too often a person's age is not known and consequently this information is not available for targeting or predictive modeling purposes. The naming of new born children is subject to strong, time dependent factors which cause large variations in the frequency of name usage. These variations in forename usage are a powerful predictor of age and can be easily used for analytic purposes.
A directory has been created with over 8,000 first names - which covers about 98% of the population - with associated age probabilities and these provide a robust and reliable indicator of age. These probabilities can be used to determine the age profile of any database where age is not known but the person's name is. They can also be used alongside other information in a wide variety of applications..