SimplyAnalytics: About the Data

Detailed information is under the Data Documentation link in SimplyAnalytics, under the Support tab.

DEMOGRAPHIC VARIABLES

American Community Survey (ACS) is a national survey that is conducted every month, every year. It is sent to a sample of addresses (about 3.5 million) in the 50 states, District of Columbia, and Puerto Rico. The ACS asks about topics not on the decennial Census, such as education, employment, internet access, and transportation. It is the premier source for detailed population and housing information for the United States.

HISTORICAL CENSUS DATA

Applied Geographic Solutions, Inc. (AGS) is a supplier of premium quality demographic and marketing databases. Established in 1997, AGS brings a unique pioneering spirit to the delivery of superior quality demographic and industry-specific data through an unmatched combination of superior data quality, proven methodologies, greater market coverage, and rapid data access.

Historical census data, including 1980, 1990 & 2000 and more detailed current estimates and 5-year projection data. AGS maintains both current and historical census data going back to the 1980 census, adjusted to the latest census boundaries.

BUSINESS & MARKETING VARIABLES

Dun & Bradstreet. The world’s most trusted source of sales and marketing solutions. All D&B information is powered by DUNSRight™, D&B’s Quality Process, which gives you the insight you need to avoid duplication, better target prospects, and increase the profitability of your marketing lists.

Dun & Bradstreet’s U.S. Business and Points-of-Interest data (over 5.5 million points) including legal name, business name, NAICS codes, address, telephone number, web address, and general description. Premium package available with over 25 million points. The data is updated on a monthly basis with the most current information from D&B.

Claritas, founded in 1971, is a provider of consumer segmentation analysis for marketers. Claritas’ proprietary segmentation algorithm and differentiated access to data sources provide unique insights to businesses regarding their marketplace and consumers. Through Claritas’ core product, PRIZM® Premier Segmentation, clients are able to better understand where their consumers live, work, play, and shop for more effective and efficient marketing. For more information, please visit www.claritas.com.

• PRIZM™ (retired 2017) from Claritas defines every U.S. Household in terms of 66 demographic and behavior types or segments to help marketers discern those customers’ likes, dislikes, lifestyles, and purchasing behaviors.
• PRIZM® Premier is the latest evolution of Claritas’ industry leading lifestyle segmentation system, defining every U.S. household in terms of 68 demographically and behaviorally distinct types, or “segments,” to help marketers discern those consumers’ likes, dislikes, lifestyles and purchase behaviors. New factors in the PRIZM® Premier model are measures of technology behavior and household assets. The introduction of these key drivers enables you to create segments that reflect how today’s households have embraced technology and how they have weathered the economic shifts in recent years. Current-year estimates and five-year projections.
• Claritas Consumer Buying Power® incorporates geography-based estimates of annual consumer expenditures for more than 350 household items. Current-year estimates and five-year projections of potential consumer expenditures are available for all standard geographies.
• Claritas Retail Market Power® provides insight on sales opportunity. Useful for site and market analysis and targeting sales gaps in the marketplace.
• Claritas Financial CLOUT® current year and five year projections of market penetration and dollar balances for more than 100 financial products, including all basic banking products, such as checking accounts and bill pay, and other services, such as investments and retirement accounts.
• Claritas ConneXions is a household segmentation system for marketers of technology and communications products and services - including voice, video, and data services.
• Claritas P$YCLE is the premier segmentation system for financial marketers. It classifies U.S. Households into 58 consumer segments based on income-producing assets of the household.
• Claritas P$YCLE Premier is the next generation of P$YCLE, adding new inputs and drivers, and reflecting demographic and financial changes in the U.S. over the past decade. It is the leading segmentation system for financial marketers. P$YCLE Premier classifies U.S. households into 60 consumer segments based on income-producing assets of the household.

Neilsen

Scarborough, a Nielsen service, surveys more than 210,000 people 18 years of age and older across the country to capture local consumer trends in large and mid-tier markets. Surveys are completed market by market during a 12 month period across more than 140 metro survey area which are grouped by counties.

Simmons

Simmons Research measures American consumer psychographics, preferences, attitudes, and media behaviors by closely overlaying survey and passively measured data using advanced measurement sciences. For more than 60 years, Simmons has helped leading brands, agencies, and media companies effectively engage with consumer, providing measurement of over 60,000 consumer elements, including all major media, 600 attitudes and opinions, 500 product categories, and 8,000 brands.

• Simmons NCS: Simmons National Consumer Study brings consumer targets to life with vivid and complete profiles, including lifestyles, attitudes, brand preferences and media use. The high quality, nationally representative study is the result of a comprehensive, continuously fielded survey of approximately 25,000 U.S. adults, including over 7,500 English- and Spanish-speaking Hispanics.
• SimmonsLOCAL Consumer Insights: a powerful targeting and profiling system that provides insights into consumer behavior for all of America’s 210 media markets on a local level with 60,000+ data variables, including over 450 categories and 8,000 specific brands.
• Simmons Mosaic® USA is a household-based consumer lifestyle segmentation system that classifies all U.S. households and neighborhoods into 71 unique descriptive segments organized into 19 overarching groups. The classification is based upon similar income, buying habits, age household composition and life events.

HEALTH VARIABLES

Applied Geographic Solutions, Inc. (AGS) is a supplier of premium quality demographic and marketing databases. Established in 1997, AGS brings a unique pioneering spirit to the delivery of superior quality demographic and industry-specific data through an unmatched combination of superior data quality, proven methodologies, greater market coverage, and rapid data access.

USAFacts COVID-19 Outbreak data is a record of confirmed COVID-19 cases and deaths each day in the US starting January 22, 2020. The data includes variables on total counts as well as prevalence per 100,000. It is available nationwide at the national, state, and county levels.