Introducing the Insights Report for Consumers and BusinessesAllison Gibson
Ever want to be a mind reader? Be in a crowded room and read the thoughts and interests of those around you? Or even in a restaurant and wondering what the other guests are talking about or into? Now it is time to look into your digital crystal ball with Insight Reports. Is it mind reading…well no, but it is the closest thing to it to learn more about consumer demographics, business revenue footprints and knowing more about a clients database.
How is this possible?
From a database list, we use cookie-less data and match first party data whether it’s phone numbers, names, emails, physical addresses, domain URLs, mobile device ids, HHIP addresses, other wifi addresses and compares it to offline data (like census and income data) and location data (mapping people from a business location to a home IP address) to determine who a person is and what their characteristics are.
What is included in this report?
It provides details on location, age, life stage, ethnicity, political party, household income, charitable contributions, home value, discretionary income, net worth, invested assets, genders present in the household, and number of children.
Let’s take a peek at each section of the Insights Report for Consumers:
The first part includes a segment summary.
Total Households is the total number of postal addresses we can match to targetable households. (Please note this number is not always the one used for the match rate. It depends on the match type – if the match type is addresses, we’ll use this number. If the match type is emails, we’ll use emails and so on).
Total People is the total number of people living across all matched households, this is from our offline data of people-based profiles who share the address/location.
Total Household Devices is the total number of devices being used by the people within all households.
Total Top Household Devices is the total number of frequently used devices we can match within a household.
Total Household Network IPs is the total number carrier IP addresses, associated with your mobile phone dynamic IPs (when roaming, on LTE, etc). Generally, this number is higher than Wi-Fi IP’s because network/carrier IPs are constantly changing, and they rack up a bunch of IPs found.
Total Household Wi-Fi IP’s is the total number of IP addresses from Wi-Fi routers/modems we can detect in total within a household.
Total Phones is the total number of landline phones across all households, which were can match within a household. Note that these are landlines, not the mobile phone numbers so this number is typically lower because landlines are of limited use.
Total Emails is the number of emails that are owned between all houses. Please note we can’t expose these email addresses.
The next section of the report covers location data.
Urban means lives in a town or city in a more densely populated area. Suburban means lives just outside a town or city is a less densely populated area. Rural means characteristic of the countryside rather than the town in a sparsely populated area.
The next chart is the age breakdown by age segments.
The next chart shows a Social Matrix of those matched. This is where the mind reading comes in. You and gain valuable insights on your database. For instance, things like your audience could have a high % of “Luxury Lifestyle” meaning they are 52–64-year-olds living luxurious lives due to high-paying professional jobs and greater disposable income or “Core Families” meaning 40–51-year-olds with a strong focus on the family. Career and job are secondary leading to financial planning issues and lower credit status.
Other Insights include race and political party affiliations.
Insights Reports includes Household Income Data compared to the national average:
Information if they are charitable contributors in the community compared to the national average:
Home Value data compared to the national average:
It also includes Discretionary income data:
As well as Net Worth data compared to the national average:
Is your database list investing their assets? Invested Assets data is included in Insights Reports:
And more demographic data included gender and children in the household:
Not only can we take a deep dive with a consumer list, but also with businesses. Insights Report for Business look a little different. Data includes top business types, top business organizations, # of employees and revenue.
For example, you can see how many employees each business has to determine if they are a small, medium, or enterprise operation:
So, what to do with all this data? First, we can find these people online through custom audience matching and serve them a variety of different digital ads. Native (including video), display, video pre-roll, online audio, OTT or Social Mirror. So many options!
This data can be used for future targeting options or used for lookalike targeting to find other consumers or business that look like your list. Adding on social matrix info, political party, income, or even net worth could really expand the reach to an audience you may otherwise have missed. Take your campaigns to a whole new level with Insights Reports and Custom Audience Matching!