Lesson 2 (Canada Data): Customer Analysis Reporting

Now that you have your workspace set up and a customer list in the system, you can begin to analyze and understand your customer base.

NB: the following reports will provide data on the postal codes or neighbourhoods where your customers live, not the individual customers or households in your list.

Visit our Community's Data Section to review the databases you license.

 

1. Location

i. Run a Ranking Areas - Customers Report

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Learn how to run a report that will rank the standard geographies, within a given trade area, by the count of customers. This can help to identify key markets where your customers live. Helps answer the question:

  • Where do my customers live?

Walk-Through (this will open ENVISION and require you to log in)

Run a Ranking Areas - Customers report

QuickStarts (step-by-step guides hosted here on our Community)

Ranking Areas - Customers Report

 

2. Demographic

If you do not license data from the Demographic category, you can skip this step.

ii. Run a Highlights - DemoStats - Customers report

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Learn how to run a report that consists of a one-page summary of key demographic variables of the postal codes where your customers live within a designated area. Helps answer questions like:

  • What are the demographics of the neighbourhoods where my customers live?
  • How do the demographics of my customer postal codes compare with the general Canadian population?
  • What is the homeowner vs renter breakdown in my customer base?

Walk-Through (this will open ENVISION and require you to log in)

Run a Highlights - DemoStats - Customers Report

How-to-Read (PDF report interpretation guides hosted here on our Community)

Highlights - DemoStats - Customers Report

 

3. Behavioural

If you do not license data from the Behavioural category, you can skip this step.

iii. Run a Behavioural Highlights Report

ENVISION offers many different Highlights Reports for different behavioural databases. To see which highlights you have available, type "highlights customers" in the ENVISION search bar at the top of your home screen. This will filter your tools to show the available Highlights Reports.

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Determine the behavioural Highlights - Database - Customers report you wish to run and then follow the Walk-Through below:

Walk-Through (this will open ENVISION and require you to log in)

Run a Highlights - Numeris - Customers Report

Run a Highlights - Vividata - Customers Report

Run a Highlights - eShopper - Customers Report

Run a Highlights - Mobile - Customers Report

Run a Highlights - Social - Customers Report

Run a Highlights - ClickSpend - Customers Report

Run a Highlights - ShopperChoice - Customers Report

How-to-Read (PDF report interpretation guides hosted here on our Community)

How-To-Read - Highlights Reports

 

iv. Run a Ranking Variables - Customers Report

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Learn how to run a report that will give you a list of variables ranked based on the presence of your customer postal codes. It is used to get more detailed information about the demographics and behaviours of the customer neighbourhood residents. For example, we can say “my customers live in neighbourhoods with people who listen to a particular genre of music.”

Available databases will show up in the "Select a Variable" dropdown menu in the tool.

NB: the base variable can often be determined by looking in the Basics category of the chosen database.

Walk-Through (this will open ENVISION and require you to log in)

Run a Ranking Variables - Customers Report

How-to-Read (PDF report interpretation guides hosted here on our Community)

How-To-Read a Ranking Variables - Customers Report

 

4. Psychographic

If you do not license data from the Psychographic category, you can skip this step.

v. Run a Ranking - Variables - Customers Report (for SocialValues)

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Learn how to run a report that will give you a ranking of the SocialValues Trends based on the presence of your customer postal codes. In this instance, we can say “my customers live in neighbourhoods with people who hold/don't hold these values strongly.”

From the "Select a Variable" dropdown menu in the tool, you will select the SocialValues dataset.

NB: for SocialValues, we recommend using Canada as the benchmark. SocialValues should be evaluated using the resulting index in the report and ranked accordingly.

Walk-Through (this will open ENVISION and require you to log in)

Run a Ranking Variables - Customers Report (SocialValues)

 

5. Financial

If you do not license data from the Financial category, you can skip this step.

vi. Run a Ranking - Consumption - Customers Report

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Learn to run a Ranking - Consumption - Customers report to rank consumption variables outside of a Ranking Variables report. This report allows additional insight based on consumption.

There are two ways this report can be run, which changes the interpretation slightly:

  1. Using a consumption variable that is a dollar value
  2. Using a consumption variable that is not a dollar value (e.g., hours, cups of coffee, number of magazines, etc.)

If you use a dollar value, then this report provides a column for total dollar values for the customer neighbourhoods.  It also provides a dollars-per-household measure. 

If you use a non-dollar value variable, then this report still provides a column for total consumption for the customer neighbourhoods.  It also provides a consumption unit per household measure.


NB: the base variable can often be determined by looking in the Basics category of the chosen database.

Walk-Through (this will open ENVISION and require you to log in)

Run a Ranking - Consumption - Customers Report

How-to-Read (PDF report interpretation guides hosted here on our Community)

How-To-Read a Ranking Consumption - Customers Report

 

vii. Run a Financial Database Customers Report

ENVISION offers several pre-packaged reports for financial databases depending on your license.

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Learn to run a financial database trade area report

NB: the base variable can often be determined by looking in the Basics category of the chosen database.

Walk-Through (this will open ENVISION and require you to log in)

Run a WealthScapes - Customers Report

Run a WealthScapes Lite - Customers Report

Run a WealthScapes Daytime - Customers Report

Run a LiquidAssets - Customers Report

How-to-Read (PDF report interpretation guides hosted here on our Community)

How-To-Read a WealthScapes - Customers Report

 

5. Download Report Results

ix. Learn how to download and output report dashboards to Excel, PDF, CSV or other file formats.

QuickStarts (step-by-step guides hosted here on our Community)

Downloading and Printing a Report Dashboard

 

6. Complete

x. Congratulations, you now have a full set of reports analyzing your customer neighbourhoods in the My Results section of ENVISION!

Let's move on to Lesson 3: Presenting and Sharing Customer Analysis

 

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