inspire 2015 - alteryx: enrich your data: making the most of market, demographic & spatial data
TRANSCRIPT
#inspire15
Enrich your Data: Making the Most of Market, Demographic & Spatial Data
Tuesday, May 19, 2015
Wendy Chow, Senior Manager of Data Products & Fulfillment, Alteryx
#inspire15
Agenda
Spatial Data Bundle Core Data Bundle Update Frequency and Availability Reference Documentation Delivery Options
#inspire15
Packages - Spatial
#inspire15
What’s in it?
US Spatial
ProductUpdate Frequency
Description
Geocoder Quarterly Matching addresses to street level
ZIP+4 Coder QuarterlyAssigning lat/lon based on ZIP+4 (80301-1234)
Address Points Quarterly Matching addresses to parcel centroid
CASS Bi-MonthlyAddress clean-up/standardization/append ZIP+4
Ad
dre
ss
US Geocode
r
Street Geocode
r
US ZIP9 Geocode
r
CASS
#inspire15
What’s in it?
US Spatial
ProductUpdate Frequency Description
Alteryx Maps Semi-Annually Map layers for presentation/reference
Drivetime Semi-Annually Trade areas based on drivetime/drive distance
Satellite Imagery Service Raster based imagery showing earth
Report Map
Map Input
Browse
Distance Find Nearest
Non Overlap
Drivetime
Trade Area
Rep
ort
Inp
ut/
Ou
tpu
tS
pati
al
#inspire15
What’s in it?
US 2010 Census Data: Geographies Demographics
Update Frequency: ZIPs – Quarterly Cong Dist, DMAs – Every 2 Years Census Geographies – Every 10 years Data – Every 10 years
US Spatial
Allocate Append
Allocate Input
Allocate Report
Allocate Metainfo
Dem
og
rap
hic
A
naly
sis
#inspire15
Packages – Core Data Bundle
#inspire15
What’s in it?
US Spatial Demographics:
Experian CAPE Experian Simmons Experian Mosaic
Experian ConsumerView ℠ D&B Business Data Kalibrate Traffic Counts (sample)
US Core Data Bundle
#inspire15
Data sets derived from Census 2010, American Community Survey (ACS), Current Population Survey (CPS), Experian ConsumerView℠
Current Year Estimates and Five-Year Projections – includes Daytime Population
Census 2010, American Community Survey (annual update) Consumer Expenditure (Current Year Estimates and 5 Year
Projections) Retail Demand Mosaic Segmentation BG Dominant, Mosaic BG Distribution (annual
update) Simmons Syndicated Survey Data (annual update)
Experian CAPE Demographics
Allocate Append
Allocate Input
Allocate Report
Allocate MetainfoD
em
og
rap
hic
A
naly
sis
#inspire15
Sourced from the Simmons National Consumer Study, the first syndicated national consumer survey launched in the U.S. 60,000+ data variables Usage behavior for all major media, 450+ product categories, 8,000+
brands In-depth demographics, consumer behavior such as psychographics,
lifestyle, attitudes and opinions
What do I use it for? No Customer Data New Business Development Developing Unique Marketing Communications Plan for Brand Targets
Experian Simmons Syndicated Survey Data
Allocate Append
Allocate Input
Allocate Report
Allocate Metainfo
Behavior Metainfo
Report Compariso
n
Compare
Behavior
Report Rank
Dem
og
rap
hic
A
naly
sis
Beh
avio
r A
naly
sis
#inspire15
What is lifestyle segmentation?
It’s a classification technique that categorizes all households and neighborhoods into unique groups based on socio-demographics, lifestyles, behaviors and culture.
Mosaic has 71 unique segments and 19 groups
Mosaic Workplace - where people work as opposed to where people live
What do I use it for?
Help target, acquire, manage and develop profitable relationships and improve business results.
Target Marketing Market Analysis
Experian Mosaic
#inspire15
What is it? Experian’s data warehouse of consumer demographics, self-reported, life event, direct
response, property and mortgage information (Over 150 fields) More than 235 million individuals and 113 million households in the U.S. Household fields include: Mosaic Household and ZIP4, Mail order buyer preferences, Mortgage/home purchase, Median
family income Individual fields include: Age, Marital status, Gender, Education and Occupation
What do I use it for? Match and append fields to address and optionally to name and telephone number Counts or lists of households and/or individuals with specific characteristics
Experian ConsumerView HH and Individual Analytical FileC
alg
ary
Calgary Input
ConsumerView Matching
Join
#inspire15
Experian Mosaic
BG Dominant
BG Group/1 Cluster Code
Cluster E19 = 390 Households
Determine Market Potential
Thematic Maps Allocate Tools Behavior Analysis Tools
BG Household Distribution
BG Many Groups/Cluster Codes
Cluster E19 = 215 Households (A02=2, A06=13, B09=3, etc; total of 390 Households)
Detailed Mosaic Distributions for geographies
Determine Market Potential Thematic Maps Allocate Tools
HH Group/1 Cluster Code Cluster E19 = 1 Household Most granular form of
Mosaic Profile Customers Mkt Potential for mailable
HHs Calgary Input ConsumerView Macro
ConsumerView Mosaic HH
Example: Counts are for BG 080130122011
#inspire15
D&B Location file - Analytical use of the fileThe D&B file provides business locations in the US (including Puerto Rico) and Canada
Over 100 variables including: 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 DUNS numbers, contact names, street address or phone numbers can not be returned though they can
be queried
D&B Business Summary File Employee & Establishment aggregated counts to the Block Group by Home-based and Non Home-based businesses
What do I use it for? Match to address and optionally to name and telephone number Counts or lists of businesses with specific characteristics
D&B Business Location & Summary File
Calg
ary
Calgary Input
Business Match (US)
Join
Allocate Append
Allocate Input
Allocate Report
Allocate MetainfoD
em
og
rap
hic
A
naly
sis
#inspire15
What is it?The most complete U.S. database of published traffic count data commercially availableData is continuously updated for all road types – from freeways in the nation’s 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 intersection
Site selection Market analysis - determine the attractiveness of a
market given current conditions and leveraging forward looking data
Kalibrate Technologies Traffic Counts
Calg
ary
Calgary Input
#inspire15
Update Frequency and Availability
#inspire15
1 CASS is updated bimonthly (February, April, June, August, October, December)2 DigitalGlobe satellite images have ongoing updates3 US Census SF1 data is the same, geographies have been updated. See Data Bundle variable list for details
Package Update Frequency - USBundle Data product Q1 Q2 Q3 Q4
Core
Spatial
Geocoder ü ü ü ü
Address Point ü ü ü ü
Drive time ü ü
Alteryx Maps ü ü
CASS1 ü ü ü ü
DigitalGlobe2 ü ü ü ü
US Census SF1 data geographies3 ü ü ü ü
Experian Demographics CAPE ü ü
Experian Simmons ü
Experian Mosaic ü
Experian ConsumerView ü ü ü ü
D & B Business Data ü ü ü ü
Kalibrate Traffic Count Sample ü ü ü ü
#inspire15
International Spatial Data Bundles
Product Q1 Q2 Q3 Q4Geocoder (CA only) Address Points (CA only) Postcode Coder (UK only) Drive time Alteryx Maps DigitalGlobe
United Kingdom (UK)Republic of Ireland
(ROI)
Australia(AU)New Zealand
(NZ)
Brazil (BR)Canada (CA)
#inspire15
Country Availability - 20+ countries :
NetherlandsFranceGermanySwedenDenmarkBelgiumNorwayFinlandLuxembourgSwitzerlandAustriaSpain
European Multi-Country Spatial
PortugalItaly (incl Vatican City)SlovakiaCzech RepublicHungaryPolandAndorraMonacoSan MarinoLiechtensteinCroatiaSloveniaGibraltar (British Overseas Territories)
Data product Q1 Q2 Q3 Q4
Drive time
Alteryx Maps
DigitalGlobe
#inspire15
Ships with Data: Release notes Variable list Change log Data specific
Experian CAPE methodology document Experian ConsumerView - user guide, penetration report, NCOA Experian Mosaic description and segment descriptions Experian Simmons overview D&B - data description, SIC lookup code, penetration report Kalibrate Technologies overview
Alteryx Community
Reference
#inspire15
External hard drive – Core data bundle US/CA USB drive – Spatial data bundles Amazon S3 – US Core Data Bundle
Delivery Options
THANK YOU!
#inspire15