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Exploring SimplyMap Data: Frequent Flyer Programs

This week we explore the SimmonsLOCAL data package to find which cities in America have the highest percentage of residents enrolled in a frequent flyer program. SimmonsLOCAL is available as an add on data package to SimplyMap, and contains over 50,000 variables. The data measures 210 American DMA’s (Designated Market Areas) with data estimated down to the block group level.

With over 50,000 variables in the data package, you can imagine the variety of variables available to you – in this example we’ll take a look specifically at survey takers who said YES to being currently enrolled in a frequent flyer program. In total, there is 24 variables related to frequent flyer programs including airline specific programs from: Southwest Airlines, Delta, United, and Continental. Let’s get started!

First, create a Ranking Report in SimplyMap.

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Open the Variables tab and follow this path: SimmonsLOCAL » TRAVEL » FREQUENT FLYER PROGRAM » FREQUENT FLYER PROG-CURRENTLY ENROLLED?

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Next, click on the Locations panel and use the USA as your geography. Once you close out the Locations panel, SimplyMap will generate your report. Use the Analyze Data By feature to analyze the USA by Cities.

Lastly, we applied a population filter to only show cities larger than 150,000 residents. Results below!

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Arlington, VA comes away as the #1 spot in the United States for highest percentage of residents enrolled in a frequent flyer program. Seattle and San Francisco come in a distant 2nd and 3rd, respectively.

We hope you enjoyed this week’s SimplyMap report exploring data within the SimmonsLOCAL package. If your institution is interested in a free trial, send us an email to: support@geographicresearch.com

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Exploring SimplyMap Data: Sales At Gift and Souvenir Shops

Most people in the United States could probably guess which cities are popular amongst tourists – Los Angeles and New York. But can you guess how much money is spent in novelty and souvenir shops at these popular destinations? In this quick SimplyMap report, we will use data from the Retail Market Power data package to find the answers to that. The figures might surprise you! Let’s get started.

First, create a new Ranking Report.

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Next, navigate through this path: Retail Market Power » Stores » Miscellaneous Store Retailers » Office Supplies, Stationery, & Gift Stores.

Use the variable titled, RMP: Retail Sales from Gift, Novelty, and Souvenir Stores [NAICS 45322] ($), 2014. Image below for reference.

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Next, click on the Locations panel and select USA as your geography. For reference, the USA at large has a grand total of $34,981,081,171.00 in yearly sales at Gift, Novelty and Souvenir stores.

Lastly, select Cities from the Analyze Data By dropdown menu. (Note: we also applied a data filter for population > 150k. You can read more about filters here).

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Not surprising, New York takes the #1 spot here with a total of $1,020,996,327.00. The number itself was initially surprising – keep in mind that is only sales at gift/novelty and souvenir stores! A quick google search shows that NYC was visited by over 54 million tourists in 2013 – so perhaps the one billion dollar total in souvenir/gift shop sales is not so surprising after all!

A distant second is Austin, TX with $459,035,328.00. Rounding out the top 5:

3. Phoenix, AZ – $443,240,867.00
4. Los Angeles, CA – $262,295,383.00
5. Madison, WI – $167,439,659.00

We hope you enjoyed this week’s SimplyMap report. Let us know if there is a particular data set or variables you are interested in reading more about. We’d be happy to feature them in our weekly blog.

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Exploring SimplyMap Data: Life Stage Clusters

Is there a specific age group and income bracket you are specifically interested in researching for a target location? Our Life Stages module has the information you need. Life Stages, by EASI is a premium data set available for trial or purchase to all SimplyMap subscribers. In this brief write up, we’ll take a look at some of the options available within this data package.

The Life Stages module is broken down into three folders:

Young Households – Very Young <25 and Young 25-34
Middle Age Households – Middle Age 35-44 and Late Middle Age 45-54
Older Households – Nearly Senior 55-64, Senior 65-74 and Oldest 75+

Each of these folders is further broken down by family types and income.The income data has three tiers: lower income, moderate income and higher income. Let’s get started with a demonstration.

Scenario: You want to analyze the city of Chicago by Life Stage clusters to identify high income, non-family households (young, middle age and older).

Step 1: Create a Location Analysis Report, and use the city of Chicago as your location.

Step 2: Open the Variables Panel and navigate to Life Stages and through each household folder, selecting the variables that meet our criteria, such as: % HHs Cluster 12: Very Young (<25) Non-Family with Higher Income, 2014. Image below for reference.

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Step 3: Hover over each variable in your report and select “Sort Descending”. This will effectively rank your Chicago ZIP Codes by that variable allowing you to see the ZIP Codes where each selected variable is most represented.

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Tip: To gather more information on your variables, such as a definition and summary, select View Metadata from the dropdown that appears when hovering over the variable. Sample shown below:

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We hope you enjoyed this week’s feature on the Life Stages data module. If you feel this data package could be useful at your institution, send an email to support@geographicresearch.com We would be happy to set up a free temporary trial.

Stay tuned for more!

 

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Exploring SimplyMap Data: Walking to Work in the US

In this quick SimplyMap report, we use Census data to help us identify which city in the United States has the highest percentage of residents who reported walking to work as their mode of transportation. Have any cities in mind? Let’s find out!

First, click New Ranking from the top of your SimplyMap screen.

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For the variable, follow this path: Census Data » People and Households » Employment » Travel to Work » Mode.

The variable we are looking for is, “% Employment, Walked to Work, 2014”. Picture below for reference.

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Click on the Locations panel and select USA as your geography. By default, your report will generate with the Analyze Data By dropdown set to USA. As a good reference point, the USA shows a total of 2.78% of residents who walk to work. Before we analyze the US by city, let’s take a quick look at the US analyzed by top 10 states:

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DC coming in with the highest percentage of residents who walk to work, at 12.27%, does not seem too surprising given the relative small land area and highly dense population (over 10,000 people per square mile!). Ranked second, Alaska was surprising to us, and we would be interested in researching more about that – if you know why, feel free to leave a comment below.

Now let’s look at large cities. Switch the Analyze Data By dropdown to Cities and apply a filter to only show cities with a population greater than 100,000. Results are shown below:

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At 26.37%, more than a quarter of Cambridge, MA residents walk to work! We think this might be due to Harvard and MIT being the top employers in the city and within such close proximity to each other.

Honorable mention, and rounding out the top 5:

Berkeley – 17.97%
Boston – 15.45%
Ann Arbor – 14.93%
Provo – 13.66%

That’s it for this week’s SimplyMap report. If there is a particular variable or data package you want to see more of, let us know in the comments below or send us an email or tweet.

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SimplyMap Tip: Using Multiple Years

One great feature within SimplyMap is the ability to track the same variable across multiple years. In this report, we will track the percentage of households in the US ordering items from Amazon.com, as we suspect it might show a marked increase over the span of the available years. The value in viewing the same variable over multiple years is that it helps users identify trends in the data over time.

Let’s get started. First, create a Standard Report by selecting New Tabular Report > Standard Report at the top of your screen.

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Next, navigate through this path: MRI Consumer Survey » Purchasing » Mail Order & Internet Purchases and hover over the variable, % Households Buying – Catalog, Mail, Phone, Internet Order: Ordered From: amazon.com, 2014 so the actions menu appears. From the “Select Variable Year” option check off the list of years you would like to see. In this example we will use 2008-2014. See the image below for reference:

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Close out the variables panel, and your Standard Report will be created using the United States by default. Results below!

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The data clearly shows a trend in Amazon.com ordering throughout years, more than doubling from 2008 to 2014 nationally. We suspected this at the onset, and the data appears to back up our initial thoughts. Feel free to add any additional geographies you’d like to see – the data is available down to the block group level.

There are over 200 variables available within the Mail Order & Internet Purchases folder in the MRI Consumer Survey data, including other websites such as:

ebay.com
buy.com
priceline.com
bestbuy.com
walmart.com

And purchases by catalog/mail order from:

QVC
L.L. Bean
Macy’s
Nordstrom

We encourage you to explore the many variables found within the MRI data package. If your school or library does not currently subscribe to the MRI data set, please write in to support@geographicresearch.com. We are always happy to provide demonstrations and trials of data packages at no cost.

What other trends have you utilized SimplyMap to identify? Let us know in the comments below!

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Exploring SimplyMap Data: ConneXions® from Nielsen

In this week’s SimplyMap report, we take a look at one of our newly available data packages – ConneXions® from Nielsen. The ConneXions® segmentation system integrates consumer behavior and usage measures for technology, voice, video and data services with demographics and lifestyle characteristics. ConneXions® enables communications service providers, consumer durables manufacturers, and other companies focused on technology adoption a way to cost-effectively and efficiently retain existing customers, while continuing to acquire new ones.

To give you an idea of these segments, we’ll rank some cities from the US and view each of the top segment’s metadata. Let’s get started!

Step 1: Create a Standard Report by selecting New Tabular Report > Standard Report.

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Step 2: Choose a location from the Locations panel – in this example, we will first use Austin, TX as our location. Close out the Locations panel.

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Step 3: Click on the Variables panel and select the ConneXions® folder. Click on Segments and select “Use All Variables” from the Actions dropdown. Close out the Locations panel to generate your report.

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Step 4: To view the highest segment in the city of Austin, hover over the city and select Sort Descending from the actions dropdown that appears.

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It looks like the largest segment for Austin is Segment 30: Techs and the City. To read about the segment, hover over the variable and select “View Metadata” – below is an excerpt of this segment’s metadata:

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We repeated the process for the cities of Miami and Atlanta to see what their top segments were. Atlanta had a similar result to Austin, with “You & iTunes” as the top segment, but Miami’s “Last to Adopt” segment was most prevalent, reflecting an older average population. Log in to SimplyMap to run your own local analysis – share your results in the comments!

We hope you enjoyed this week’s SimplyMap report. Don’t forget to follow us on Twitter and Like Us on Facebook to keep up to date on all things SimplyMap.

If the institution you are associated with subscribes to SimplyMap and would like a free trial of this data module, please feel free to email: support@geographicresearch.com with your request.

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Exploring SimplyMap Data: Biking to Work in the US

In this week’s SimplyMap report, we set out to find which cities have the highest percentages of people who use their bike as their mode of transportation to work in the US. Let’s get started!

1. Create a new Ranking Report by selecting “New Ranking” at the top of Simply Map:

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2. Select the variable to rank. Follow this path to find the % Employment, Bicycle to Work, 2014 variable: Census Data » People and Households » Employment » Travel to Work » Mode. Image below for reference.

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3. Open the Locations panel and choose USA as your geography. Close out the Locations panel to generate your report. Use the “Analyze data by” tool to select cities.

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Because our variable is using a percentage, the ranking report may produce results skewed towards cities with a smaller population. To address this, we can quickly apply a data filter to only show cities with a population greater than 50,000.

Favorite the variable titled, # Population (Pop). This can be found here: Census Data » People and Households » Age » Total. Return to your report, and select Create New Filter from the Data Filters Dropdown towards the top right. Follow the steps below to create and apply the filter:

  1. Scroll down on the variables dropdown to the Favorites list. Select # Population (Pop)
  2. Set the second dropdown to be “is greater than”.
  3. Enter 50,000 into the value field.
  4. Name the filter
  5. Save

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Once applied, your new report will be generated to show only cities that have a population greater than 50,000. Cities that don’t meet this criteria will be displayed with a strikethrough. To hide this, click on Display Options > Filtered Locations > Hide to see your final list.

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Davis, CA takes home the distinction of having the most bike to work commuters in the United States. A little research on Wikipedia reveals that Davis, CA’s motto is: Most Bicycle Friendly Town in the World. Our results here seem to prove that motto (at least in the US)!

Stay tuned for more SimplyMap reports and tips!

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Refining Your Business Search in SimplyMap

In this week’s SimplyMap report, we review the different options available when searching for a business. The easiest and fastest method of mapping businesses or creating a business report is to use a keyword search. The keyword search function searches across several different criteria and returns all businesses related to your keyword. For example, if you did a keyword search for “seafood” you would return seafood restaurants, seafood markets, seafood shacks etc.

In this example, we’ll demonstrate how to refine your business search using an SIC code to get a targeted list of businesses in specific industries. The process of narrowing your business search involves applying additional conditions to your query.

First choose your location; in this example we will use the city of Boston. Next, open the Businesses tab and select the “Add Condition” button. Set the first dropdown to SIC (1), the next to ”is equal to, (2)” and lastly select View List (3) to browse SIC codes.

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On the SIC selector screen, select the Search tab (1) to search for seafood (2). The screen will populate with results that have the word seafood in it. Mouse over“seafood restaurants” and select Use This Code (3).

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Select “Show Businesses” to populate your report using that specific code as the condition. Boston is home to 43 designated seafood restaurants – that’s not including seafood shacks or markets!

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BONUS: SimplyMap lets you add multiple conditions. On the Businesses panel, you can add up to 4 total conditions by clicking on the “Add Condition” button and setting up conditions. In the image below, we set two conditions: the SIC code for seafood restaurants AND businesses which include “Legal” in their name.. This would then return the popular Boston seafood restaurants – Legal Seafood.

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We hope you enjoyed this week’s SimplyMap report. Stay tuned for more SimplyMap tips and reports!

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Exploring SimplyMap Data: SimmonsLOCAL Lifestyle Statements

In this week’s report we take a look at one folder found within SimplyMap’s SimmonsLOCAL data package. SimmonsLOCAL is 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.

The folder we are looking at today is the Lifestyle Statements folder. Here you will find 26 unique lifestyle statement subcategories ranging from attitude and opinions on apparel, to diet and health statements. The picture below shows the options available.

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In this showcase we will create a Ranking Report using the variable statement AGREE A LOT – NUTRITIONAL VALUE MOST IMPORTANT IN FOOD I EAT. This can be found at this path:

SimmonsLOCAL » LIFESTYLE STATEMENTS » ATTITUDES/OPINIONS – ABOUT FOOD » ATTITUDES/OPINIONS (FOOD) – AGREE A LOT

First, select New Ranking found at the top of SimplyMap. Next, click on Variables and navigate through the above path to locate the variable.

Under locations, select USA as your geography and use the Analyze Data By functionality to select Cities.

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Apply a population filter (read more about using filters here) to only show cities with 100,000 or more residents, and the final result will look like this:

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Note: you can see your applied filter located towards the top of your report by the Active Filter text.

At 38.24% Paterson, NJ ranks first in the United States (cities > 100k) for folks who agree a lot with the statement: NUTRITIONAL VALUE MOST IMPORTANT IN FOOD I EAT.

To quickly map Paterson, NJ hover over the location and select Create Map:

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Map of Paterson, NJ:

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We hope you enjoyed this look into the SimmonsLOCAL data set. With over 60,000 variables in the package, we will be posting many more variable spotlight reports.

Don’t forget to follow us on Twitter, and Like Us on Facebook to stay up to date with SimplyMap.

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ALA is Coming – June 26-29 in San Francisco

We will be attending ALA this summer in San Francisco (hint: dress warm!). Visit us at Booth 413 and don’t forget to enter our raffle – we will be giving away a $100 gift certificate to Amazon.com!

Exhibition Schedule:
Friday June 26 – 5:30 pm – 7:00 pm
Saturday June 27 – 9:00 am – 5:00 pmSunday June 28 – 9:00 am – 4:00 pm
Monday June 29 – 9:00am – 2:00 pm

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