Consumer Attributes
Household Demographic Data
Property Data
Purchase Behavior
Consumer Attributes
Field Name | Field Definition |
GENDER | Known gender – Male, Female. The gender of an individual is typically gathered from self-reported or public information sources or can be assigned based on the individual’s name and/or title. In cases where the individual’s first name and title are unknown/ambiguous and no additional sources reflect gender, the gender will be coded as “Unknown.” |
AGE | Adult Estimated Age is calculated from date of birth data. Age data is applied at the individual level and is compiled from a variety of sources that may include public data, buying activities, and self-reported information. This is a calculation of age based on the individual’s Year of Birth. The calculation is current year less the YOB. |
DOB | The known month and Year of birth of the individual and date where availabe. The Adult Date of Birth select will identify members of the household that meet the given birth date criteria. Dates must be entered for the birth month and year. Age data is applied at the individual level and is compiled from a variety of sources that may include public data, buying activities, and self-reported information. Exact age data is considered sensitive in nature and may require contractual restrictions. |
LATITUDE | The geometrical location north or south of the equator assigned to the address. A value in decimal degrees to an accuracy of 4 decimal places is accurate to 11.1 meters, a value of 6 decimal places is accurate 0.111 meters. |
LONGITUDE | The geometrical location east or west of a north-south line, called the prime meridian, assigned to the address. A value in decimal degrees to an accuracy of 4 decimal places is accurate to 11.1 meters, a value of 6 decimal places is accurate 0.111 meters. |
PHONE | Public directory assistance and household based telephone number 1 |
FIRST NAME | First Name of the Individual |
LAST NAME | Last name of the individual |
ADDRESS | All address components, including House Number, Directional, Street Name, etc. |
Household Demographic Data
Field Name | Field Definition |
LENGTH OF RESIDENCE | Length of residence indicates the probable number of years an individual/household has been located at current address. Data comes from multiple sources including real estate, public record and self-reported sources. |
DWELLING TYPE | Dwelling Type is an indicator of the type of structure at a given address. Single Family Dwelling Unit (SFDU) indicates that one household resides in the structure. Multiple Family Dwelling Unit (MFDU) is one where more than one household is present in the building. |
HOUSEHOLD INCOME | Estimated income level is a model and takes into consideration several known demographic attributes, self-reported information and census demographics. Data is assigned at the household level. |
MARITAL STATUS | Known marital status and modeled information. The Marital Status select indicates if member of the household is likely married or single. Data is applied at the household level where available and then the married or single designation is inferred at the Zip+4 or to provide more thorough coverage. |
SINGLE PARENT | Potentially single parent determined by model of known demographic information. The Single Parent Household select is used to identify households with a potentially single parent present. Data is applied at the household level and is sourced from self-reported survey data. |
SPANISH SPEAKER | Indicator of an individual who has reported speaking Spanish in the household |
VETERAN IN HOUSEHOLD | Compilation of signals and self-reported data indicating an individual within the household has served or is serving in the armed forces. |
NET WORTH | The net worth selection is a demographically based analytical model which predicts the ranges for household net worth. Net worth is calculated by the total assets estimated to be associated with a household (such as deposit accounts, investments, and home value) minus liabilities (such as loans, mortgages, and credit card debt). |
DONOR | Known donor to charitable causes received from self-reported and other transactional sources |
HOME MARKET VALUE | The estimated market value of the home as indicated by the County Tax Assessor and deed records. The Home Market Value indicates the relative Home Market Value as compared to all of the homes within the same county. This data is applied at the address level. |
EDUCATION | Education is defined as the level of education completed by the consumer. This is a probabilistic attribute based on self-reported information, surveys, and census sources. |
OCCUPATION | Derived from self-reported data and/or state license bureaus indicating an individual’s occupation code. |
ETHNICITY | Ethnicity of an Individual as proved by self reported participante and overlays from participating source data |
RELIGION | Religion of individual as provided by self reported participants and overlays from participating source data |
LANGUAGE | Languages spoken by an individual as provided by self reported participants and overlays from particpating source data |
PRESENCE OF CHILDREN | The Presence of Children, children’s age ranges and number of children selections reflects the probable presence of children under age 18 in a given household. Information is sourced from children’s age and gender data which is gathered from a variety of sources that includes public records where they may be available, survey data as well as modeled census-based information. |
Property Data
Field Name | Field Definition |
YEAR BUILT | Year dwelling was built based on real estate transaction and deed records County Assessor or County Recorder based |
POOL OWNER | Residence has a pool as indicated by Real Estate transaction and deed records County Assessor or County Recorder based |
HOME WITH FIREPLACE | Residence has a fireplace as indicated by Real Estate transaction and deed records County Assessor or County Recorder based |
HOME VALUE | – |
APPRAISED VALUE | – |
PROPERTY FOOTPRINT | Home square footage, property square footage, property acreage. |
LOAN INFORMATION | Amount of loan, name of lender, mortgage initiation date, LTV |
NUMBER OF ROOMS | Number of bedrooms, number of stories, number of baths |
PROPERTY TYPE | Single-family, commercial, condominium, apartment, mobile home |
PROPERTY CONDITION | Excellent, very good, fair, poor, unsound, under construction |
OWNER-OCCUPIED | – |
PROPERTY CONSTRUCTION | Wood, brick, stucco, metal frame, concrete, masonry |
ROOF TYPE | Clay tile, aluminum, shake |
PROPERTY FEATURES | Garage, basement, pool, fireplace |
PROPERTY STYLE | Colonial, bungalow, art deco, coach, A-frame, victorian, tudor, spanish, mediterranean |
UTILITIES | Fuel type, air conditioning, heating type, water type |
ACCESSOR PARCEL NUMBER | – |
Purchase Behavior
Field Name | Field Definition |
ACCESSORIES | Includes shoes, purses, belts, etc. |
APPAREL | Includes the purchase of clothing. |
AUDIO | Includes purchases related to audio equipment. |
AUTOMOTIVE | Includes purchases related to Cars/Trucks |
AVIATION | Includes purchases of aviation related items. |
BARGAIN SEEKERS | Includes purchases of low-cost or on-sale products from catalogs, retail and websites |
BIBLE | Includes purchases of religious items |
BOATING/SAILING | Includes boating, sailing, canoeing, kayaking, water skiing, rafting, etc |
BOOKS COUNT | Number of distinct book company participants. |
BUSINESS | Includes business news, and/or products usually associated with running a business or a career or operating an office |
CAMPING | Includes camping and hiking |
CATALOG PURCHASES | Number of different catalogs ordered from. |
COLLECTIBLES | Includes dolls, coins, stamps, stuffed animals, plates, memorabilia, etc. |
COMPUTERS | Includes Computers, software and computer accessories |
COOKING | Includes recipes, cooking utensils and food products |
COSMETICS/BEAUTY PRODUCTS | Includes purchases of Beauty & Cosmetic items |
CRAFTS | Includes crochet, sewing, knitting, needlepoint, quilting, jewelry, ceramics, painting, etc. |
CULTUREARTS | Includes art, antiques, opera, museums, the theatre, etc. |
CURRENT EVENTS | Includes periodicals, news magazines, websites & blogs |
DO IT YOURSELF | Includes home improvements and construction, wood working, auto repair, etc. |
ELECTRONICS | Includes home and auto stereos, video equipment, etc. Does not include computers. |
EQUESTRIAN | Includes purchases related to horses/horse riding |
FAMILY | Includes products designed for families with children. |
FICTION | Include books & magazines of fiction |
FISHING | Include fishing paraphenalia as well as books & publications related to fishings |
FITNESS | Includes purchases of fitness equipment, clothing, accessories as well as subscribers to publications and books. |
FOOD | Includes purchases of any food item |
FUNDRAISING DONATIONS | Number of different charitable organizations to which a donation was made. |
GAMES | Includes computer games, traditional board games, puzzles, etc. |
GARDENING | Includes purchases of gardening products, plants, seeds, books etc. Also includes subscribers to gardening publications |
GENERAL MERCHANDISE | Includes catalog items not classified under any other affinity. |
GIFT GIVER | Number of orders that were given as gifts. |
GIFTEE | Number of orders that were received as gifts. |
GOURMET | Includes upscale products, and fine foods, wines, and other expensive items. |
HISTORY | Includes purchases of books/publications related to history |
HOME DECORATING/FURNISHINGS | Includes furniture as well as other home décor items such as rugs, vases, pictures etc. |
HOUSEWARES | Includes housewares excluding large appliance purchases |
HUMOR/COMICS | Includes comic books and strips, cartoons, comedies, etc. |
HUNTING | Includes purchases of all types of hunting related items (including rifles, bows etc) as well as subscribers to hunting publications |
INSPIRATION | Includes non-religious products, such as new age products, astrology, etc. |
CHILDREN’S APPAREL | Includes all types of children’s apparel |
MAGAZINES | Number of distinct participating magazine titles. |
MEN’S APPAREL | Includes all types of men’s apparel |
MOTORCYCLES | Includes all types of motorcycles/motorcycle related products and subscriptions to motorcycle publications |
MUSIC | Includes music, music playing equipment, and musical instruments. |
OP SEEKERS | Includes moneymaking opportunities, usually of the get-rich-quick nature. |
PERSONAL FINANCE | Includes all types of personal finance (including magazines) |
PETS | Includes purchase of all types of pet products including cats and dogs |
PHOTO PROCESSING | Includes companies that offer film processed via the mail or the Internet. |
PHOTOGRAPHY | Includes products/magazines related to photography |
PUBLISHING | Number of distinct publishing participants, counting individual magazines and book companies |
SCIENCE | Includes products, magazines & books related to science |
SPORTS | Includes products, magazines & books related to sports |
TRAVEL | Includes products, magazines & books related traveling & vacations |
TV/MOVIES/VIDEO | Includes purchases of videos, subscribers to streaming services as well as magazine subscribers |
WILDLIFE/ENVIRONMENT | Includes purchasers of products related to Wildlife and the environment as well as donors & magazine subscribers |
WOMEN | Includes generic women’s publications. |
WOMEN’S APPAREL | Includes all types of women’s apparel |
WOMEN’S FASHION | Includes publications related to women’s fashion. |