Creating a Custom Location from a Map

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While creating a radius location is the fastest and easiest method for creating a custom location, there may be situations that require a more specific and targeted locale. Let’s say for example that our target area for analysis are a few neighborhoods located west of Rittenhouse Square Park in Philadelphia.

A radius location would not work in this example as it will include all areas within a defined radius (e.g., 5 miles) around a specific block group. Using the process outlined below will allow you to focus in on the specific areas west of Rittenhouse Square Park, and create a custom location directly from a map. Let’s get started!

First, zoom in on the target area that will make up the custom location.

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Utilize the i-tool and select the first area that will be included in your custom location. Hover over Add to Combination to select the option Create New Combination.

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Exploring SimplyMap Data: Using the Internet to Make Phone Calls

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One of our favorite uses of SimplyMap is to find data that validates our general assumptions and observations. For example, in a previous blog we wrote about the growth of tablet ownership in the US and how the iPad dominates that area. It’s one thing to “know” that tablet ownership has grown, but it’s another thing to view the supporting data behind it.

This week, let’s explore another variable we presume has markedly increased in recent years  – the % of Households who used the internet to make a phone call. Let’s get started!

Open up a Standard Report via the New Tabular Report button at the top of SimplyMap:

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Navigate through this path: MRI Consumer Survey » Internet » Internet Access and Activities to find the variable, % Households Using – Internet Activities: Made a phone call, 2015.

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Exploring SimplyMap Data: Make of Vehicles

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Did you know that you can use SimplyMap to identify which make and model of vehicle is most prevalent within any location in the United States? In this week’s SimplyMap report, we’ll take a look at the SimmonsLOCAL data set to identify the top vehicle brands in select cities around the US. Let’s get started!

First, open up a Standard Report. For this example, we’ll focus on which domestic and foreign vehicles have been most recently acquired within our target areas. Accordingly, we will utilize the Use All Variables feature to add all variables within the two folders:

  1. DOMESTIC-MOST RECENTLY ACQUIRED
  2. FOREIGN-MOST RECENTLY ACQUIRED

domesticvehicle

When you close out the variables panel, a report for the United States is generated. Utilizing the Sort Descending feature, you can determine the top represented domestic and foreign cars that have been most recently purchased.

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Retail Market Power: Manhattan’s Jewelry and Car Sales

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In this week’s SimplyMap report, we’ll take a look at the Retail Market Power dataset and provide a simple, effective example of how the data package can be used. If your institution currently does not subscribe to Retail Market Power, please have a representative reach out to set up a free trial.

What is Retail Market Power?

The Nielsen Retail Market Power database provides an actionable portrait of sales opportunity for market analysis, so marketers can maximize growth strategies by identifying and closing the sales gaps that exist in the marketplace. By using sales potential to depict supply, and geography-based estimates of potential annual consumer expenditures to depict demand, Retail Market Power enables an opportunity gap analysis of the retail environment.

Example – NYC’s Jewelry and Vehicle Sales

By analyzing a geography’s retail sales and expenditures within an industry, you can determine whether or not a gap or opportunity exists. Let’s look at some data.

In a Standard Report, add the following four variables for analysis. They can be found at this path if your institution subscribes to the package: Retail Market Power » Expenditures » Jewelry:

Retail Sales for Jewelry (HH Avg), 2016

Retail Sales for Jewelry ($), 2016

Expenditures for Jewelry (HH Avg), 2016

Expenditures for Jewelry ($), 2016

Open the Locations panel and add in New York County which is coterminous with Manhattan. Close out the panel to generate your report. Results below:

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Simmons MOSAIC Segment Groups: Technology

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Are you a tech wizard? Maybe you’re an apprentice? Learn more about technology consumption behaviors using the Simmons MOSAIC Technology Adoption segments located within the SimmonsLOCAL dataset.

The Experian Marketing Services Technology Adoption segmentation delivers the mindset of American consumers providing vivid details of their use and adoption of technology. There are four unique segments within this folder: wizard, apprentice, journeyman and novice. Details of each are listed below, along with the top 10 counties who represent the highest percentage of each segment.

Note: We used a Ranking Report and a population filter of 300,000 to get the results below.

Wizard

‘Technology is life.’ Technology plays an important and broad role in Wizards’ life. These individuals cannot live without the internet or imagine life without new electronic gadgets. Wizards are enthusiastic and adventurous users of new technology. Technology and new gadgetry helps them keep track of their social calendars and makes leisure time more interesting. This group still wants more from technology and these desires help to move the industry forward. Wizards’ hunger for new technology fuels a future for potential new features, benefits and devices.

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SimplyMap Tip – Recent Business Search

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This week’s SimplyMap report is a quick tip that we hope you find useful and time saving. Did you know that SimplyMap will save all recently searched business queries for future usage? Let’s take a look at this feature.

Within a map or business report, there is a Recent option located directly below the Businesses text on the left hand side of your screen (on a Map you are required to click on the Businesses text to bring up the option).

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Once selected, a window will open up containing all recently used queries.

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Exploring SimplyMap Data: PRIZM® Premier

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In this week’s blog, we’ll be featuring our newest data offering, PRIZM® Premier. If your institution currently subscribes to PRIZM data, this new module is available at no additional cost.

What is PRIZM® Premier?

Nielsen PRIZM® Premier is the latest evolution of Nielsen’s industry-leading consumer segmentation system. 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.

PRIZM Premier defines every U.S. household as one of 68 demographic and behavior types, or segments, to help marketers discern those consumers’ likes, dislikes, lifestyles and purchase behaviors. By segmenting consumer households along these lines, you will be better able to reach and retain your most profitable customers and tailor messages and products that resonate with them. PRIZM® Premier data is available for the current year and five-year estimates.

PRIZM Premier in Action

Let’s identify the top segments within a few cities across the United States so we can analyze the segments for each city and how they might differ from one another.

Raleigh, NC
New Orleans, LA
Austin, TX
Miami, FL

To identify top segments requires a simple two step process: first, you need to add all of the PRIZM segment variables to a Standard Report, and secondly you need to sort the respective columns. Let’s get started.

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Visualizing Preferences in SimplyMap: Credit Cards

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Three weeks ago we utilized the SimmonsLOCAL data set to visualize contiguous America’s mayonnaise brand preference. Staying with the American visualization theme, this week’s report will map the US as it relates to the brand of credit card they own.

To create these maps, we tapped into the Nielsen Financial CLOUT data package. Nielsen Financial CLOUT is a database that contains current year (CY) and five year (FY) projections of market penetration and dollar balances for more than 100 financial products. These modeled estimates and projections include all basic banking products and auxiliary services, such as checking accounts and bill pay, and other services, such as investments and retirement accounts.

The four mapped % Households Owning variables can be found at this path in SimplyMap: Financial CLOUT » Credit Card Products » Bank Credit Card Products

American Express Blue/Clear/Co-branded Card
MasterCard
Discover Card
VISA Card

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Exploring SimplyMap Data: Internet Search Engines

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In this week’s report exploring SimplyMap data, we take a look at the variables available relative to internet search engines used. The source of this data will come from the SimmonsLOCAL data set which, as we’ve mentioned before, contains over 60,000 data variables. With that much data available, it’s safe to say that this series will be around for a very long time. Let’s get started!

Our general assumption here is that Google is the most used search engine in the United States. But does the data backup our assumption? Let’s find out.

First, create a new Standard Report under the New Tabular Report button:

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