Data Providers, Definitions, and Methodology Information

Data Providers and Methodology Information

We partner with premier data providers to give SimplyAnalytics users the most current demographic, business, and marketing data available. This page lists data packages available in SimplyAnalytics by provider. To access more detailed information & methodologies, please click on SUPPORT > Data Documentation (at the top-right) from within the SimplyAnalytics application.

You can also download the complete variable lists: SimplyAnalytics U.S. variables and SimplyAnalytics Canadian variables.

Demographic Variables

Environics Analytics Group, Inc. (Canada only) is the premier marketing and analytical services company in Canada. Specializing in geodemographic segmentation, site modeling and custom analytics, the Toronto-based company provides businesses with data-driven market insights to help reach their customers more effectively. To learn more about Environics Analytics, please visit their website at www.environicsanalytics.ca.

Release notes for most datasets below can be found here.

Variable lists can be found here.

• CensusPlus: The 2011 CensusPlus dataset includes more than a thousand popular variables that analysts and marketers rely on from the Census, plus valuable additional variables from the National Household Survey (NHS).
• DemoStats: Current-year estimates and projections of demographic data. Covers more than 500 key variables for over 56,000 census dissemination areas.
• DemoStats Trends: Estimates of demographic data from 2006 to the current year and projections for the next 20 years. Covers more than 500 key variables for over 56,000 census dissemination areas.
• HouseholdSpend: Demographic estimates and projections of household income data and Statistics Canada’s recent Survey of Household Spending. This product can be used to estimate the spending behaviour of Canadians at any geographic level, from Canada down to a local trade area.
• DaytimePop: Estimate of the population that’s reachable in any geographic area during daytime hours. Provides a breakdown of populations at home and at work, as opposed to Census data that captures only an area’s nighttime population.
• FoodSpend: FoodSpend provides current estimates of annual expenditures for 286 variables of food-related purchases by Canadian households.
• Age by Income: Age-by-income cross-tabulation of household maintainers detailing six age classes and ten income classes for approximately 56,000 dissemination areas (DAs).
• CommunityHealth: Based on the Canadian Community Health Survey (CCHS), 716 variables to better understand and target Canadians based on health-related topics, including ailments, health care utilization, self-esteem, body mass index and fitness level.
• Digital Lifestyle Dataset
  • Opticks Social - Powered by AskingCanadians 2017: Understand the social media behaviour of all segments of Canadian society.
  • Opticks Mobile - Powered by AskingCanadians 2017: Mobile behaviour, including minutes spent texting, preferred apps and favourite tablet manufacturers.
  • Opticks eShopper - Powered by AskingCanadians 2017: Measures a wide range of online shopping behaviour for all segments of Canadian society.
• PRIZM: Continuing with the pioneering methodology that integrates geographic, demographic and psychographic data, PRIZM incorporates the latest, authoritative data from nearly a dozen demographic, marketing and media sources to help you better analyze and understand your customers and markets. The 68 lifestyle types include 14 Boomer segments and almost as many dominated by Millennials—each one with its own unique profile. PRIZM reflects Canada’s cultural diversity, with 16 francophone segments and 14 ethnic segments containing large numbers of immigrants from Asia, Europe and many other places. Together the segments help decision-makers understand what consumers are buying, doing and thinking and anticipate their marketplace behaviour.

American Community Survey (ACS) is a national survey that is conducted every month, every year. It is sent to a sample of addresses (about 3.5 million) in the 50 states, District of Columbia, and Puerto Rico. The ACS asks about topics not on the decennial Census, such as education, employment, internet access, and transportation. It is the premier source for detailed population and housing information for the United States.

Historical Census Data

Applied Geographic Solutions, Inc. (AGS) is a supplier of premium quality demographic and marketing databases. Established in 1997, AGS brings a unique pioneering spirit to the delivery of superior quality demographic and industry-specific data through an unmatched combination of superior data quality, proven methodologies, greater market coverage, and rapid data access.

• Historical census data, including 1980, 1990 & 2000 and more detailed current estimates and 5-year projection data. AGS maintains both current and historical census data going back to the 1980 census, adjusted to the latest census boundaries.

Business and Marketing Variables

Dun & Bradstreet. The world’s most trusted source of sales and marketing solutions. All D&B information is powered by DUNSRight™, D&B’s Quality Process, which gives you the insight you need to avoid duplication, better target prospects, and increase the profitability of your marketing lists.

• Dun & Bradstreet’s U.S. Business and Points-of-Interest data (over 5.5 million points) including legal name, business name, NAICS codes, address, telephone number, web address, and general description. Premium package available with over 25 million points. The data is updated on a monthly basis with the most current information from D&B.
• The Canadian D&B’s Business Directory incorporates over 1.1 million Canadian businesses with the following data fields: Legal Name, Business Name, NAICS & SIC Code, Address, Telephone number, Web address, General description, Estimated revenues, Number of employees, Year started, Key contact person and more.
• 2022 update note: The 2022 NAICS Revision update issued by the U.S. Bureau of Labor Statistics may not yet be reflected in D&B data. Please refer to the document below for details on specific NAICS code updates.

Claritas, founded in 1971, is a provider of consumer segmentation analysis for marketers. Claritas’ proprietary segmentation algorithm and differentiated access to data sources provide unique insights to businesses regarding their marketplace and consumers. Through Claritas’ core product, PRIZM® Premier Segmentation, clients are able to better understand where their consumers live, work, play, and shop for more effective and efficient marketing. For more information, please visit www.claritas.com.

• PRIZM™ (retired 2017) from Claritas defines every U.S. Household in terms of 66 demographic and behavior types or segments to help marketers discern those customers’ likes, dislikes, lifestyles, and purchasing behaviors.
• PRIZM® Premier is the latest evolution of Claritas’ industry leading lifestyle segmentation system, defining every U.S. household in terms of 68 demographically and behaviorally distinct types, or “segments,” to help marketers discern those consumers’ likes, dislikes, lifestyles and purchase behaviors. 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. Current-year estimates and five-year projections.
• Claritas Consumer Buying Power® incorporates geography-based estimates of annual consumer expenditures for more than 350 household items. Current-year estimates and five-year projections of potential consumer expenditures are available for all standard geographies.
• Claritas Retail Market Power® provides insight on sales opportunity. Useful for site and market analysis and targeting sales gaps in the marketplace.
• Claritas Financial CLOUT® current year and five year projections of market penetration and dollar balances for more than 100 financial products, including all basic banking products, such as checking accounts and bill pay, and other services, such as investments and retirement accounts.
• Claritas ConneXions is a household segmentation system for marketers of technology and communications products and services - including voice, video, and data services.
• Claritas P$YCLE is the premier segmentation system for financial marketers. It classifies U.S. Households into 58 consumer segments based on income-producing assets of the household.
• Claritas P$YCLE Premier is the next generation of P$YCLE, adding new inputs and drivers, and reflecting demographic and financial changes in the U.S. over the past decade. It is the leading segmentation system for financial marketers. P$YCLE Premier classifies U.S. households into 60 consumer segments based on income-producing assets of the household.

Scarborough, a Nielsen service, surveys more than 210,000 people 18 years of age and older across the country to capture local consumer trends in large and mid-tier markets. Surveys are completed market by market during a 12 month period across more than 140 metro survey area which are grouped by counties.

Simmons Research measures American consumer psychographics, preferences, attitudes, and media behaviors by closely overlaying survey and passively measured data using advanced measurement sciences. For more than 60 years, Simmons has helped leading brands, agencies, and media companies effectively engage with consumer, providing measurement of over 60,000 consumer elements, including all major media, 600 attitudes and opinions, 500 product categories, and 8,000 brands.

• Simmons NCS: Simmons National Consumer Study brings consumer targets to life with vivid and complete profiles, including lifestyles, attitudes, brand preferences and media use. The high quality, nationally representative study is the result of a comprehensive, continuously fielded survey of approximately 25,000 U.S. adults, including over 7,500 English- and Spanish-speaking Hispanics.
• SimmonsLOCAL Consumer Insights: 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.
• Simmons Mosaic® USA is a household-based consumer lifestyle segmentation system that classifies all U.S. households and neighborhoods into 71 unique descriptive segments organized into 19 overarching groups. The classification is based upon similar income, buying habits, age household composition and life events.

Health Variables

Applied Geographic Solutions, Inc. (AGS) is a supplier of premium quality demographic and marketing databases. Established in 1997, AGS brings a unique pioneering spirit to the delivery of superior quality demographic and industry-specific data through an unmatched combination of superior data quality, proven methodologies, greater market coverage, and rapid data access.

• Healthcare Database - Hospital Discharges, Emergency Department Diagnosis

USAFacts COVID-19 Outbreak data is a record of confirmed COVID-19 cases and deaths each day in the US starting January 22, 2020. The data includes variables on total counts as well as prevalence per 100,000. It is available nationwide at the national, state, and county levels.

Public Health Agency of Canada COVID-19 Outbreak data is a record of confirmed COVID-19 tests, cases, and deaths each day in Canada starting January 31, 2020. The data includes variables on total counts as well as prevalence per 100,000. It is available nationwide at the national and province levels.