Lesson 2 (USA 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 neighborhoods (eg. Block Groups or ZIP+4) where your customers live, not the individual customers 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 - Pop-Facts - 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 neighborhoods where your customers live within a designated area. Helps answer questions like:

  • What are the demographics of the neighborhoods where my customers live?
  • How do the demographics of my customer neighborhoods compare with the general American 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 - Pop-Facts - Customers Report

 

3. Behavioral or Financial

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

iii. 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 customers. It can be used to get more detailed information about the demographics and behaviors of the customer neighborhood residents. For example, we can say “my customers live in neighborhoods 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. This same report format can be used for any licensed database, not just Behavioral.

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.

iv. 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 USA 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. Download Report Results

v. 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

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

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

 

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