Big data play by An Post subsidiary claims to be ‘of the moment’

6 Jul 2015

An Post subsidiary Data Ireland has created a new big data platform that overlays mapping data with company databases.

An Post subsidiary Data Ireland has created a big data database system that will help businesses better understand their target markets with ‘of the moment’ insights and data. is an information platform created by Data Ireland that combines freely available population statistics, including census information from 2011 and the CSO Household Budget Survey, with Data Ireland’s own layers of database intelligence.

Overlaid with a business’ own data, it allows firms to get the clearest picture currently available of Irish households in terms of key demographics, spending patterns and characteristics.

Automatic about the people


Pictured: Bob Hoffman from the Sales Institute, Darina Heavey from Data Ireland and Paul Farrell from Davy.

“All businesses want to find the ideal customer and delivers that,” explained Darina Heavey, head of sales at Data Ireland.

“The first software of its type in this country, it will completely transform how business interacts with big data.

“It represents precision marketing in its most literal sense, helping brands to really understand and develop insights about their target market, combining ‘of the moment’ data and state-of-the-art technology to identify potential new customers.

“One year in development, it will open up a new range of commercial possibilities for Irish business in a very cost-effective manner,” Heavey said.

InsightsIreland won’t be cheap. It will be available on a rolling one-year corporate license that costs €20,000 a year.

The big-data service is being targeted specifically at utility companies that may be launching switch campaigns, financial service providers like banks, insurance and pension companies, and planning departments across local government authorities.

Big data image via Shutterstock

John Kennedy is a journalist who served as editor of Silicon Republic for 17 years