Significant changes were identified with some Opticks Powered by Numeris and Vividata 2019 variables compared to Numeris 2018, one example being the “Retailers” category of variables in both products. Are we confident in the predictions for the variables in these datasets?
The variables for Numeris and Vividata are consistent with last year's vintage at larger spatial scales (province, region and national). When compared against the source data the 2019 data are comparable to the source data used from Numeris and Vividata. The Numeris product is based off of a survey with 50,000 respondents and Vividata is based off of a survey with 40,000+ respondents, those respondents change with each year. Due to variability caused by sampling, there can be larger changes in small geographic areas, such as a trade area around a store. Additionally, we made a methodology improvement to both Numeris and Vividata. We have started to include PRIZM social groups as an anchor variable in the KNN model. This is largely to provide better control over behavioural differences between urban and rural geographies as well as some additional control over life-stage, cultural and wealth differences.