Product Add-Ons

Take complete control of your markets by adding application-specific data bundles that will complete your MicroBuild solution.

Available Add-Ons

Household Demographic (HD) attributes by geography

Household Segmentation (HS) clusters by geography

Household Ethnicity (HE) attributes by geography

For analysts who demand the most current and precise demographic data for their analysis, MicroBuildHD provides a collection of the most commonly used and powerful household demographic variables.

 

Available Data includes:

  • Household Income
    • 2010 Census and current income distributions for U.S. households as ranges by census geography as well as average, median, and per capita income.
    • Income can be provided all the way down to the Zip+4 and Block level
  • Net Worth
    • Current net worth distributions for U.S. households as ranges by census geography as well as averages
  • Age, Presence of Children
    • Provides accurate counts for head of household age and presence of children for current U.S. population
  • Length of Residence
    • Provided as averages for 16 ranges by census geography
  • Economic Stability Indicator (ESI)
    • ESI is a modeled score which identifies U.S. households which are likely to have the economic stability to become valued customers

MicroBuildHD can be delivered in the following ways:

  • Distributions
    • Distributions are available for all census and postal geographies as a flat file that can be seamlessly integrate the comprehensive and accurate demographics into your existing in-house GIS software and analytical models
  • Magnify
    • Clients can receive the data as an integrated solution via Magnify, Gadberry’s data visualization and mapping application.  With Magnify, users can assess new and existing locations and create reports using the most current MicroBuild data.  Because it’s a hosted solution there’s no software to buy or maintain and data updates are seamless
  • Customer Database Enhancement
    • Values can be appended for each customer or prospect household record through Gadberry’s enhancement service.  Clients can then use the demographic characteristics to profile their customer and prospect data and identify their best customers and target new customers
  • List Selection
    • Values can be used to create targeted marketing lists from Gadberry’s marketing services to make sure your messages get in front of your best prospective customers

 

Benefits

  • Current Information — MicroBuild can be updated as frequently as quarterly to ensure that you aren’t basing your decisions on out-of-date information
  • Better Sampling — The ultimate test of any demographic system is its accuracy in producing household and population counts for critical high-growth markets—where our new data excels!  MicroBuild’s patented methodology ensures that we see and deliver high change areas faster than other data products

 

The Census will not help you

At best, the US Census Bureau uses a demographic characteristics sample from 1 in every 6 to 7 households to reflect the demographics for the entire population.   And they only do this once every ten years.

 

Contrast this Census sampling with an average of 75% sampling for MicroBuild-HD at the block group level. While this is a national average, many block groups use a sampling rate of 90% to 100%.

 

Many products on the market rely on the U.S. Census as their primary input and continue to rely on these original samples as a means to depict demographic characteristics. This method ensures that you will struggle to see and act on high change areas (growth and decline) and could therefore make inaccurate business decisions.

Household Level, Life Stage Segmentation

For more than 30 years, marketers have been using segmentation systems that can only go so far—oftentimes limited to the neighborhood level or larger. These “birds of a feather” systems result in inaccuracies, false assumptions, and wasted marketing dollars. Acxiom® has taken consumer segmentation to an unprecedented level of accuracy and effectiveness—Personicx®.

Personicx is a household level segmentation system that places each US household into one of 70 segments based on that household’s specific consumer and demographic characteristics. Personicx reveals the dramatic difference between the characteristics and consumer behaviors of the affluent retired couple right next door and the young family just starting out.

Once you see this difference, you can tailor your marketing programs appropriately.

 

The Next Evolutionary Step in Consumer Segmentation

Current and Accurate, fresh data reflects US consumers…today – Personicx is driven by Acxiom’s InfoBase® household data, the most accurate, current source of consumer data in the industry. With at least two updates per quarter, Personicx assignments accurately reflect the dynamic nature of consumers today.

Precise, household level segmentation – Personicx segmentation is applied at an individual household level, not at a block group or larger, enabling greater precision of targeting and true accuracy of segmentation.

Superior differentiation between segments – Acxiom’s life stage segmentation methodology results in a higher level of differentiating power, providing inherently greater distention than classical segmentation models.

 

MicroBuildHS can be delivered in the following ways:

  • Distributions
    • Distributions are available for all census and postal geographies as a flat file that can be seamlessly integrate the comprehensive and accurate demographics into your existing in-house GIS software and analytical models so you know how many households of each cluster are present in your market areas
  • AnySite
    • Clients can receive the data with the AnySite Segmentation Plug-in. With the AnySite Segmentation Plug-in, users can use the data to understand where your best customers live, which customer segments are most profitable, where to find similar prospects, how to estimate market potential, and how to prioritize markets and which areas are best for expansion.
  • Magnify
    • Clients can receive the data as an integrated solution via Magnify, Gadberry’s data visualization and mapping application.  With Magnify, users can assess new and existing locations and create reports using the most current MicroBuild data.  Because it’s a hosted solution there’s no software to buy or maintain and data updates are seamless
  • Customer Database Enhancement
    • Values can be appended for each customer or prospect household record through Gadberry’s enhancement service.  Clients can then use the demographic characteristics to profile their customer and prospect data and identify their best customers and target new customers as well as understand the overall makeup of their served or potential markets
  • List Selection
    • Values can be used to create targeted marketing lists from Gadberry’s marketing services to make sure your messages get in front of your best prospective customers

Life Stage Segmentation

Social Psychology and Consumer Behavior supports a common sense assumption that households will share more consumer similarities if they share the same life stage, such as single, married, parent, empty nest and similar socio-economic characteristics.

Personicx® has been developed with a methodology focused on life stages resulting in greater differentiating power—greater consumer distinction between clusters.

 

The Dynamic Nature of Consumers

The consumer population of the United States is continually changing. Built with InfoBase data, Personicx® assignments are updated two or more times each quarter. This enables marketers to track changes and discover marketing opportunities as changes occur in the life stage of US consumer households.

 

Annual U.S. Change Statistics

  • 4.7 Million Marriages (National Center for Health Statistics)
  • 1.53 Million First Births (National Center For Health Statistics)
  • 2.04 Million First-time Home Buyers (National Association of Realtors/Fannie Mae)
  • 1.9 Million Divorces (National Center For Health Statistics)
  • 43 Million Residential Moves (USPS)
  • 1.4 Million Work Retirements (Social Security Administration)

 

Personicx® is a household level segmentation system that places each US household into one of 70 segments based on that household’s specific consumer and demographic characteristics. Gadberry Group is a non-exclusive reseller of Acxiom, Inc. The following trademarks are owned by Acxiom Inc.: Acxiom®, InfoBase®, and Personicx®.

America has always been a country of multiple heritages. More significant, is that we see each group choosing to maintain and preserve their unique values. Their preferences and family values are shaped by their culture, social structure and the political climate.

MicroBuildHE defines Ethnic Grouping at the household level by census block or block group by utilizing the industry-leading ethnic encoding engine by Ethnic Technologies. Attributes include ethnicity, race, country-of-origin, assimilation index and language preference.

 

Data Packages Include:

  • Summary Level
  • Hispanic Detail
  • Asian Detail

 

Household Ethnicity by E-Tech®

The ethnic information provided by MicroBuildHE leverages the strength of the MicroBuild product: name and address content. We then use E-Tech* encoding to determine the ethnicity of each individual household in the MicroBuild database.

 

What is Ethnicity

Ethnicity is an individual’s identity with or membership in a particular racial or cultural group. Many ethnic and religious groups in the United States maintain a strong cultural identity. Immigrants are often attracted to communities from their own ethnicity, communities in which many traditional cultural features are maintained.

An individual’s ethnicity is not in all circumstances related to one’s “Country of Origin.” Deepak Banerjee may have been born in England and emigrated from there, but his ethnicity is Indian and his religion in Hindu.

 

Melting Pot or Salad Bowl?

Conventional wisdom says that America is a melting pot of many different cultures. Try mixing up six different cheeses in a melting pot then try to find the different taste values of each. It is very difficult to do. The same applies to identifying the different cultures in our nation.

A better approach is to see the diversity in America as a mixed salad, where each different ingredient can be identified. This method, if used properly applies to the many ethnicities and different cultures in our nation and each can be identified.

  • By 2045 Minority purchasing power may reach $4.3 trillion US Dollars
  • Minority Populations will contribute between 44%* and 70%* of the total increase in purchasing power from 2000-2045
    • *(This percentage depends on the proportional increase or decrease in income disparity)
  • The buying power of various ethnic groups is counted in the trillions of dollars

 

Hispanic Highlights

  • The Hispanic population reached 44.3 million in 2006, 14.8 % of the total US population.
  • Total consumer spending by Hispanics was $736 billion for 2006.
  • Between 2002 and 2020, their growth rate is projected to be 2.8% a year and by 2020 make-up 18.9% of the total US population.
  • Projected income growth per household will be 4.8% per year and personal consumption spending will average 9.1% growth through the year 2020.

 

Hispanic Assimilation

Assimilation is the process whereby a minority group gradually adopts the customs and attitudes of the prevailing culture. Assimilation is also the state of change that occurs when a new immigrant enters the country and adapts to the surrounding environment.

As they become more adapted and comfortable within their new environment, the immigrants will no longer seem to be immigrants. Their lifestyle characteristics will be more in line with that of the general population because of their higher level of assimilation.

Assimilation is a level in which a Hispanic individual or household has adapted to our language and way of living. Ethnicity, language preference, income, dwelling unit size and geographic locators are used as variables along with our expert system rules to match a Hispanic individual with one of our assimilation index codes. With each level of assimilation the individuals spending habits, socio-economic status, communication preference and other lifestyle characteristics differ.