Data Do’s and Don’ts Get More Out of Market and Demographic Data

Wednesday March 6, 2013

Wendy Chow and Maureen Wolfson

Core Data Bundle

Spatial

Geocoder, ZIP+4 Coder, Address Points

Drivetime Engine, Alteryx Maps

CASS, DigitalGlobe

Firmographics

D&B Business Location and Summary

Alteryx Professional Edition

Alteryx Communications Edition

Alteryx Analytics Gallery (US)

Demographics

US -Experian CAPE, Mosaic, Simmons

Canada – 2011 Census

Household

Experian HH and Individual, incl Mosaic HH

Data sets derived from Census 2010, American Community Survey (ACS), Current

Population Survey (CPS), Experian ConsumerView℠

o Current Year Estimates and Five-Year Projections

o Census 2010

o American Community Survey (annual update)

o Consumer Expenditure

o Retail Demand

o Mosaic Segmentation BG Dominant, Mosaic BG Distribution (annual update)

o Simmons Syndicated Survey Data (annual update)

o Coming in 2013 o CEX Current Year Estimates (over 100 new variables) and 5 Year Projections

o Daytime Population

o American Community Survey (ACS) for Puerto Rico

Experian Demographics

http://www.alteryx.com/community

What is lifestyle segmentation?

It’s a classification technique that categorizes all households and neighborhoods into

unique groups based on sociodemographics, lifestyles, behaviors and culture.

Mosaic has 71 unique segments and 19 groups

What do I use it for?

Help target, acquire, manage and develop profitable relationships and improve business

results.

o Target Marketing

o Market Analysis

Mosaic Workplace - where people work as opposed to where people live

Mosaic

o Media Planning o Site Selection

o Merchandising

Mosaic BG Dominant

• Block Group 1 Group/1 Cluster Code

• Type E19 : 390 households

• Use with the Behavior Analysis tools in Alteryx to profile your customers

Mosaic BG Household Distribution

• Block Group Many Groups/Many Cluster Codes

• A02 = 2, A06 = 13, B09 = 3, E19 = 215, G24 = 8, G25 = 86, K37 = 2, K38 = 7, K39 = 2, K40 = 4, O50 = 3, O54 = 8, P61 = 2, Q65 = 30, S71 = 3 : 390 households

• Use to find out detailed Mosaic distributions for geographies

ConsumerView Mosaic HH

• Block Group Many Groups/Many Cluster Codes

• A02 = 1, A05 = 4, B08 =1, B09 = 4, C11 = 1, E19 = 112, G24 = 23, G25 = 55, K37 = 2, K39 = 5, K40 = 12, O50 = 5, O52 = 1, O53 = 2, O54 = 26, O55 = 1, P61 = 1, Q65 = 31, S71 = 2, U00 = 19 : 308 households

• Most granular form of Mosaic segmentation, use for target marketing and model application

3 Forms of Mosaic – BG 080130122011

o Geodemographic (Mosaic BG Dominant, Mosaic

BG HH Distribution)

o Profile market characteristics

o Determine market potential

o Pulling data for thematic maps

o Household (Mosaic Household)

o Profile customers

o Determine market potential for mailable households

How Do I Use It In Alteryx?

o What is it?

o Experian’s data warehouse of consumer demographics, self-reported, life event,

direct response, property and mortgage information.

o More than 235 million consumers and 113 million households in the U.S

o Household fields include:

o Mosaic Household and ZIP4

o Mail order buyer preferences

o Mortgage/home purchase

o Median family income

o Individual level includes:

o Marital status, Gender, Education and Occupation group

ConsumerView Household and Individual

Analytical File

o Estimated income

o Dwelling type

o Presence of children under 18

• Alteryx Matching Macro

• Automatically installed in Macros directory

• Match to address and optionally to name and telephone number

• Calgary

• Counts or lists of households and/or individuals with specific characteristics

How Do I Use It In Alteryx?

Do o Mosaic profiling of customers

o More accurate and granular segmentation

o Data enrichment to customer files

o Get a clearer view of your customers based on more than just segmentation

o Store trade area analysis

o Look at makeup of households around stores

Don’t o Use for market analysis – geodemographic

data may be better used for this (basic demographics)

o Mix household data and geodemographic data in the same analysis

o Direct marketing purposes

Do’s and Don’ts

The Dun and Bradstreet file provides business locations in the US (including

Puerto Rico) and Canada.

Analytical use of the file Contact names, street address or phone numbers can not be returned though they can

be queried. DUNS numbers are not included in the file.

Business Name

SIC and NAICS codes – up to 6 codes are captured per business record

Sales Volume, # of Employees (Total/Here), Square Footage

Cottage indicator (home base indicator), latitude and longitude

D&B Business Summary File (US Only)

Employee and Establishment aggregated counts to the Block Group by Home-based and

Non Home-based businesses

Business Location & Summary File

• D&B matching macro

• Requires company name and address information

• Telephone number is an optional field

• Calgary format

• Counts or lists of business with specific characteristics

• Ex. Dollar stores within a 5 minute drive time of your location

How Do I Use It In Alteryx?

Do

• Analyzing the competitive landscape

• Identifying businesses for co-tenancy

• Identify drivers for traffic

• Identify businesses to avoid locating near

• Profiling biz customers by SIC/NAICS

code

• Creation of sales territories based on

counts of businesses

Dos and Don’ts

Don’t

• Direct marketing purposes

o 90 million (US), 2 million (CA) parcel centroids

o To improve geocoding accuracy

o Available in geocoding macro and app

Address Points

o Based on a high quality, nationally representative Simmons National Consumer Study

o Survey of adults & households on lifestyles, attitudes, brand preferences and media use.

o What do I use it for? o No customer data?

o Use it as a proxy for your customers by looking at profiles for your industry

o How Is It Used?

o Demographic Analysis Tools

o Market potential

Simmons Syndicated Survey Data (US)

o Behavior Analysis Tools

o Understand product profiles

o Identify target clusters

o Rank markets by product potential

o Use to predict attitudes or lifestyles

customers have a higher propensity

towards

Gallery App Demo

Thank You!

Alteryx Analytics Gallery (US) Dataset Public Gallery Private Studios

Demographic

2010 Census SF1 Data

2010 Census SF1 Data with Telco

Boundaries

Experian Demos, Mosaic, Simmons

Experian Demos Communications addition

Spatial

Drivetime TomTom

Map Display

TomTom

DigitalGlobe Aerials with Streets

DigitalGlobe Aerials

Geocoding

TomTom

CASS

Household Experian ConsumerView Household and

Individual Analytical File

Firmographics D&B Business Location Analytical File

Link: http://gallery.alteryx.com/#!help/data

Spatial

Dataset Update frequency Why use it?

Geocoder Quarterly Assigns a latitude and longitude to an address or point

ZIP+4 Coder Quarterly Improves geocoding; associates lat/lon to a ZIP+4 in an address file

Address Points Quarterly Improve geocoding; file includes ~ 90 million parcel centroids (a parcel

is the property bdy)

CASS 6 times a year Address standardization and cleansing to enhance level of accuracy

Drivetime engine Q1, Q3 Create drivetime polygons by following the road network; a step away

from traditional radii analysis

Alteryx Maps Q1, Q3

Enhance visual display with over 50 cartographic layers

Street Wizard Q1, Q3

US SF1 Census Every 10 years Basic demographics - 2010 Census demographics from the Summary File

1

DigitalGlobe Ongoing Enhance visual display with satellite imagery