PowerPoint Presentation

Enrich your Data: Making the Most of Market, Demographic & Spatial DataWendy ChowManager, Data ProductsAlteryx

#inspire14Core and Spatial Data BundleAlteryx Designer with SpatialAlteryx Designer with DataAlteryx Analytics Gallery

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#inspire14Experian CAPE DemographicsData sets derived from Census 2010, American Community Survey (ACS), Current Population Survey (CPS), Experian ConsumerView

Current Year Estimates and Five-Year Projections includes Daytime PopulationCensus 2010, American Community Survey (annual update)Consumer Expenditure (Current Year Estimates and 5 Year Projections)Retail DemandMosaic Segmentation BG Dominant, Mosaic BG Distribution (annual update)Simmons Syndicated Survey Data (annual update)

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#inspire14MosaicWhat is lifestyle segmentation?Its 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.Target MarketingMarket Analysis

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

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#inspire143 Forms of Mosaic BG 080130122011

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#inspire14How Do I Use It In Alteryx?Geodemographic (Mosaic BG Dominant, Mosaic BG Distribution)Profile market characteristicsDetermine market potentialPulling data for thematic maps

Household (Mosaic Household)Profile customersDetermine market potential for mailable households

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#inspire14ConsumerView Household and Individual Analytical FileWhat is it?Experians data warehouse of consumer demographics, self-reported, life event, direct response, property and mortgage informationMore than 235 million consumers and 113 million households in the U.S.Over 150 fields - Household fields include:Mosaic Household and ZIP4Mail order buyer preferencesMortgage/home purchaseMedian family incomeIndividual level includes:Age, Marital status, Gender, Education and Occupation

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#inspire14How Do I Use It In Alteryx?Alteryx Household Matching MacroAutomatically installed in Macros directoryMatch to address and optionally to name and telephone number

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

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#inspire14Dos and DontsDoMosaic profiling of customersMore accurate and granular segmentation

Data enrichment to customer filesGet a clearer view of your customers based on more than just segmentation

Store trade area analysisLook at makeup of households around stores

DontUse for market analysis geodemographic data may be better used for this (basic demographics)

Mix household data and geodemographic data in the same analysis

Direct marketing purposes

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#inspire14Business Location & Summary FileThe D&B file provides business locations in the US (including Puerto Rico) and Canada

D&B Location file - Analytical use of the fileOver 100 variables including: Business NameSIC and NAICS codes up to 6 codes are captured per business recordSales Volume, # of Employees (Total/Here), Square FootageCottage indicator (home base indicator), latitude and longitudeDUNS numbers, contact names, street address or phone numbers can not be returned though they can be queried

D&B Business Summary File Employee and Establishment aggregated counts to the Block Group by Home-based and Non Home-based businesses

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#inspire14Q1 2014 - ~ 26 million business locations10

Dos and DontsDoAnalyzing the competitive landscape Identifying businesses for co-tenancy Identify drivers for trafficIdentify businesses to avoid locating nearProfiling business customers by SIC/NAICS codeCreation of sales territories based on counts of businesses

DontBusiness locations with a DUNS numberDirect marketing purposes

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#inspire14Spatial BundleGeocoderZIP+4 CoderAlteryx MapsDrivetime engineAddress Points90 million (US) parcel centroidsTo improve geocoding accuracyAvailable in geocoding macro and appMelissa CASS engineDigitalGlobe

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#inspire14Simmons Syndicated Survey Data (US)Based on a high quality, nationally representative Simmons National Consumer StudySurvey of adults & households on lifestyles, attitudes, brand preferences and media use

What do I use it for?No customer data?Use it as a proxy for your customers by looking at profiles for your industry

How Is It Used?Demographic ToolsMarket potential

Behavior ToolsUnderstand product profiles Identify target clustersRank markets by product potentialUse to predict attitudes or lifestyles of customers who have a higher propensity towards

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#inspire14Kalibrate Technologies Traffic CountsThe most complete U.S. database of published traffic count data commercially availableData is continuously updated for all road types from freeways in the nations largest metropolitan areas to roads in rural areas Traffic count data is collected from almost 6,000 city, state and federal organizations nationwide

What do I use it for?Useful for estimating the daily traffic on any of the four approaches to that intersectionHow Is It Used?Site selectionMarket analysis - determine the attractiveness of a market given current conditions and leveraging forward looking data

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THANK YOU!

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