DirecTarget^® Customer Insight Report

Geoscape was contracted by Geoscape Europe to enhance a file of customers with ethnicity identifiers (EthniCodes) and a variety of cultural attributes (CultureCodes). A total of 6742 records were processed and enriched using Geoscape DirecTarget® system – a proprietary method, data and technology that utilizes a person's address, full name and optionally a person's gender, to enable market analysts to understand specific characteristics useful for segmentation, promotions and customer service. It is expected that this file is either a random sample or a complete customer file and therefore representative of the client's base. Therefore the statements in this descriptive profile report are meant to extrapolate from the file to the client's base as a whole compared to the population in census tracts where customers were found - this is the comparison area against which the customer file has been indexed. In cases of extremely low customer counts, some index values may appear to be extraordinarily high – please note the information that appears when the mouse pointer is hovering over graphic objects in the report and use caution when very low customer counts are indicated. The DirecTarget® enrichment indicators added to the file include: Hispanicity Segment, Asianicity Segment , SES Segment. This document summarizes the results of these processes.

Geoscape processed the file through our address standardization, cleansing and GeoCoding procedures. This ensures the most effective means of appending the GeoBase components before processing with the DirecTarget^® Enrichment Engine. The summary below represents the file characteristics in terms of data processing on key parameters related to the preparation of the file for analysis.

Below is a map showing the geographic distribution of customers that were analyzed for this project. Hover with your mouse/pointer over a state to see details for that state and the counties within it that contain the most customers.

DirecTarget® has coded your customer file with cultural Region and Locale codes based on the names and addresses provided. Below is a chart showing the relative size of each Region segment represented in your customer file. Hover with your mouse/pointer over a Region to see details for that Region. Left-Click on a Region to see the relative size of each Locale within that Region represented in your customer file. Right-click to return to the Region chart.

DirecTarget® has coded your customer file with cultural Region codes based on the names and addresses provided. Below is a chart showing the Index for each Region segment represented in your customer file. The Index column shows which Regions are under- and over-represented in your customer file, compared to the total population in areas where your customers are located. An Index of 100 indicates an average (proportional) representation. The Western Europe Region includes the following Regions: Anglo; ATDECH; Belgium-Netherlands; France; Italy; Malta; Northern Europe. As illustrated in the chart below, Geoscape Europe’s customers are over-represented in the Western Europe Region and under-represented in the Pacific Islands Region.

DirecTarget® has coded your customer file with cultural Region and Locale codes based on the names and addresses provided. Below is a table showing detailed results for each Region/Subregion/Locale. The table is sorted alphabetically by Locale within Subregion within Region so that the Locale figures sum to the Subregion figures (where applicable) which sum to the Region figures, with the understanding that some records may only be coded with Region/Subregion codes. Click on a column heading to re-sort the table; click on the Sort column to re-sort the table hierarchically. The figures reported in the AMDS % column are for total population in areas where customer addresses were found. The Index column shows which Region/Locale segments are under- and over-represented in your customer file, compared to the total population in these areas. An Index of 100 indicates an average (proportional) representation. As indicated in the table below, Geoscape Europe’s customer are over-represented in the Anglo Locale and under-represented in the Pacific Islands Locale. Geoscape only encodes customers with a Region/Locale when there is a high degree of confidence that the correct Region/Locale has been determined. In some cases, a customer may be coded with a Region but not a Locale if there was a high degree of confidence in the Region code but not enough confidence in any of the Locales within the Region. Likewise with the African American & Anglo Regions, there are some names that could be coded with either Anglo or African American Region codes; only when there is a high degree of confidence that a name origin is African American will this Region code be applied. Consequently, your customer profile may reflect an under-representation of African Americans and/or an over-representation of customers from the Anglo Region.

The chart and table below show how each major race/ethnicity group is represented in your customer file compared to the general population. The figures reported in the AMDS % column are for total households in areas where customer addresses were found. The Index column shows which race/ethnicity groups are under- and over-represented in your customer file, compared to the total households in these areas. An Index of 100 indicates an average (proportional) representation. As illustrated in the chart and table below, Geoscape Europe’s customers are over-represented in the Hispanic group and under-represented in the Other group.

Hispanicity is a term that Geoscape uses to describe the acculturation levels of Hispanic neighborhoods in the US; in other words, the degree to which they maintain cultural practices that define them as Hispanic. Hispanicity codes are appropriate for comparing your customers’ acculturation profile to the acculturation profile of the market(s) where you have customers. Hispanicity is highly correlated with language, but in many cases diverges significantly with language alone. For example, some metropolitan areas are witness to the fact that some Hispanics maintain the language usage through multiple generations, whereas in other metropolitan areas, Hispanics more quickly lose the ability to speak Spanish among second generation US born Hispanics. The Hispanicity segmentation classifies block groups into five segments based on the Hispanicity Index, which is a blend of ethnicity, immigration and language factors. Values are "HA1", most acculturated (less Hispanic) to "HA5" least acculturated (most Hispanic). The following chart and table summarize the results of the Hispanicity segments observed within the file compared to the Hispanic base population. As illustrated in the chart below, Geoscape Europe’s customers are over-represented in the HA3 segment and under-represented in the HA1 segment.

Asianicity is a term that Geoscape uses to describe the acculturation levels of Asian neighborhoods in the US; in other words, the degree to which they maintain cultural practices that define them as Asian. Asianity codes are appropriate for comparing your customers’ acculturation profile to the acculturation profile of the market(s) where you have customers. Asianity is highly correlated with language, but in many cases diverges significantly with language alone. For example, some metropolitan areas are witness to the fact that some Asians maintain the language usage through multiple generations, whereas in other metropolitan areas, Asians more quickly lose the ability to speak their native language among second generation US born Asians. The Asianity segmentation classifies block groups into five segments based on the Asianity Index, which is a blend of ethnicity, immigration and language factors. Values are "AA1", most acculturated (less Asian) to "AA5" least acculturated (most Asian). The following chart and table summarize the results of the Asianity segments observed within the file compared to the Asian population in the comparison area. As illustrated in the chart below, Geoscape Europe’s customers are over-represented in the AA3 segment and under-represented in the AA5 segment.

Geoscape combines several elements into a model that reflects what professionals normally refer to as socioeconomic status or SES. These factors include: Income, localized to adjust for variations in cost of living, Educational attainment level, Occupation type and Housing characteristics. Although the income component of this model is the most strongly-weighted, each of the components contributes a significant amount to the end result, which in this case is expressed as a five-segment classification of micro-geographic areas. This analysis employs the classic A to E ranking of socioeconomic status, for purposes of familiarity. A is the highest level of socioeconomic status, and E is the lowest. Socioeconomic status helps identify total consumer purchasing power and preferences. The following table and chart summarize the results of the SES segments observed within the file compared to the total households in the comparison area. As illustrated in the chart below, Geoscape Europe’s customers are over-represented in the C segment and under-represented in the E segment.

Geoscape was contracted to enhance a file with HomeBase identifiers - a variety of demographic, economic and lifestyle attributes appended at household level from our contact database. A total of 6742 records were processed and enriched using the Geoscape DirecTarget® system – a proprietary method, data and technology that utilizes a person's name and address to enable market analysts to understand specific characteristics useful for segmentation, promotions and customer service. It is expected that this file is either a random sample or a complete customer file and therefore representative of the client's base or the complete customer file. The statements in this descriptive profile report are meant to extrapolate from the file to the client's base as a whole compared to the general population in census tracts where customers were found - this is the comparison area against which the customer file has been indexed. In cases of extremely low customer counts, some index values may appear to be extraordinarily high – please note the information that appears when the mouse pointer is hovering over graphic objects in the report and use caution when very low customer counts are indicated. The HomeBase enrichment indicators added to the file include: Age of Head of HH, Property Type, Number of Children in HH, HH Income.

Geoscape processed the file through our address standardization, cleansing, geocoding and matching procedures. This ensures the most effective means of appending the HomeBase components before processing with the DirecTarget® Enrichment Engine. The summary below represents the file characteristics in terms of data processing on key parameters related to the preparation of the file for analysis.

Indicates the age associated with the first individual (head of household) in the household. Values are expressed as an Index on the percent of customers in each age range compared to the percent of households in HomeBase in each age range within the comparison area. As illustrated in the chart below, Geoscape Europe’s customers are over-represented in the 50-54 segment and under-represented in the 85+ segment.

Indicates the specific type of housing. Values are expressed as an Index on the percent of customers in each property type compared to the percent of households in HomeBase in each property type within the comparison area. As illustrated in the chart below, Geoscape Europe’s customers are over-represented in the 2-4 Unit (Duplex, Triplex, Quad) segment and under-represented in the Condo segment.

Indicates the number of children in the household. Values are expressed as an Index on the percent of customers in each category compared to the percent of households in HomeBase in each category within the comparison area. As illustrated in the chart below, Geoscape Europe’s customers are over-represented in the 5 Children segment and under-represented in the No Children segment.

Indicates the estimated household income in narrow ranges. This income is either self reported or estimated based on a variety of demographic factors. These factors include age, occupation, home ownership, and median income for the local area. Values are expressed as an Index on the percent of customers in each income range compared to the percent of households in HomeBase in each income range within the comparison area. As illustrated in the chart below, Geoscape Europe’s customers are over-represented in the $90,000 - $99,999 segment and under-represented in the $15,000 - $19,999 segment.