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SimplyAnalytics

Create heat maps, rankings and tables using demographic, marketing, and consumer behavior data; includes Nielsen, MRI and Census data.

Accessing SimplyAnalytics Register and create your own account in SimplyAnalytics via the GBL Database page business.library.emory.edu/research-learning/databases/simplymap.php Follow the prompts to log into SimplyAnalytics and choose “Create an Account”.

Simply Analytics will save your search variables and results.

Creating & Analyzing Personas Using Claritas PRIZM Data PRIZM stands for Potential Rating Index for Zip Markets

Other Segment groupings included in SimplyAnalytics include:

Claritas P$YCLE Premier = Segments based on different levels of affluence

Claritas ConneXions = Segments based on technology and media preferences

Understanding PRZIM segments Go to the Claritas Segments Details page

claritas360.claritas.com/mybestsegments/#segDetails

Click on the various segments (PRIZM Premier, PSYCLE Premier, ConnecXions) to understand differences and determine relevancy for your project

Explore the filtering options to determine the best segment fit for your project (e.g. Narrow Segments, Sort Segments, etc.)

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Take your Zip Code for a test spin to get a feel for the segments https://claritas360.claritas.com/mybestsegments/#zipLookup

PRIZM Premier Segments

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PRIZM Segments organized by Social Groups

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PRIZM Segments organized by Lifestage Groups

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Creating a Map Using Claritas PRIZM Premier Upward Bound Segment in Atlanta

Claritas PRIZM Premier - Upward Bound segment

1. Click New Project at top of screen, type Atlanta, select Atlanta , Ga City, click Next, keep the default

3 checked variables, then click Create Project. A heat map will display.

2. To select your variables, in the upper left under Data Search, select Browse by Category.

3. Scroll down the list to Claritas and click on PRIZM Premier US

4. Click Segments, then select % Household Segment 13: Upward Bound. A check mark will appear to

the right.

a. To view a definition of the variable, click on the 3 dots to the right of the variable and

choose View Metadata.

5. Click the X in the top right of the box to close the menu and view the map.

6. To display the zip codes for Atlanta on the map, click on View Actions in the upper right, then click

on Show Map Labels. To highlight Atlanta, click on Apply Location Mask.

7. Click Edit at bottom of the Legend box; click the box for Classification Method and change

Quantiles (National) to Quantiles (Local). Click Done.

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8. To name your project, click Current Project near the top of the screen and change the name to

Upward Bound Segment Map Atlanta.

9. To download the map, click on Export in the upper right.

Converting this Map into a Ranking Table

1. To create a ranked table from the map, click on Ranking on the far right.

2. To add additional variables to the Ranking, click on View Actions, then Edit View. Select any

previous variables you have selected, or return to the left and add additional variables, then click

Done.

3. Click on the hyperlinks at the top of ranking (Top 100, Zip Codes, etc.) to change variables and

sorting.

a. NOTE: You can only sort by one variable at a time; the variables are not cross-tabbed.

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Business Table

This option overlays the locations of businesses that offer yoga or pilates services over the map of % of

Households representing the Upward Bound Claritas segment by zip code in Atlanta; yoga is identified as

one of the common behaviors of this segment.

To search and overlay businesses (by name or industry) on to your map, click Businesses on the left.

Click Use Advanced Search and fill in the search box that pops up. Click Search.

The orange circles represent the locations of Yoga and Pilates businesses in your zip codes; the number

inside the circle is the total number of businesses in that specific location. Hover over the circle for some

quick information about each business.

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Click Businesses to the far right to view a table of these businesses and generate an exportable

spreadsheet of the companies.

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Creating a Map of Household Ice Cream Consumption in Georgia

1. Click New Project at top of the page, type Georgia. Select Georgia- State; click Next, then click

Create Project.

2. To select your variables, in the upper left under Data Search, select Category.

3. Scroll down the list that appears and click on Consumer Behavior.

4. Search ice cream; click to the left of the 3 dots for Ice cream and related products ($000).

a. To view a definition of the variable, click on the 3 dots to the right of the variable and

choose View Metadata.

b. If you plan to reuse the variable in other searches, click on the 3 dots to the right of the

variable and click Add to Favorites. You Favorites are now accessible by clicking on the Star

Icon to the right of the Data Search box.

5. Click on the X in the top right of the box. The heat map will appear.

6. To see the county names on the map, click on View Actions in the upper right and then click on

Show Map Labels; click on Apply Location Mask to make your geographic area pop.

7. Click Edit at bottom of the Legend box; click the box for Classification Method and change Quantiles

(National) to Quantiles (Local).

8. If you want to narrow the geography to Atlanta, click Locations on the far left, type Atlanta, and

select Atlanta, GA City.

9. To rename this map, click on New Project in the upper part of the screen and change the name to a

description that will help you to recall the variables, for example Atlanta Ice Cream Consumption.

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10. To download the map, click on Export in the upper right. Click Continue to Layout to add the Legend

to the ppt.

Creating a Ranking Comparing Levels of Household Ice Cream Consumption /

Cookies and Crackers / Potato Chips/Nuts in Atlanta

NOTE: You can only view one one variable at a time in a Ranking Table. To compare across

multiple geographic locations and multiple variables, use the Comparison Table.

4. To make a Ranking Table from a map, click on Ranking on the far right, then select View Actions,

then click on Edit View and add Ice cream and related products ($000) selection; click Done.

5. To add additional variables to your table, in the upper left under Data Search, click Category; scroll

down the list and click Consumer Behavior.

6. Search for potato chips; click to the left of the 3 dots for Potato chips, nuts, and other products

($000).

a. To view a definition of the segment, click on the 3 dots to the right of the variable and

choose View Metadata

7. Now run another search and add the variable for Cookies and Crackers ($000); click to the left of the

3 dots.

8. Click on the X in the top right of the box.

9. Click on the hyperlinks at the top of ranking (Top 100, Zip Codes, etc.) to explore adjusting variables

and sorting.

a. NOTE: You can only sort by one variable at a time; the variables are not cross-tabbed.

10. Click on the variable to do any of the following: Add to Favorites; View Metadata; Remove from

Report; Sort Largest to Smallest; Sort Smallest to Largest

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Creating a Related Data Table

On the far left, click New View+, then select Related Data Table. This allows you to glean some quick

insights around a variable and related data points.

By default, all of the Locations and Data you have been working with will display and will be used in the

Related Data Table; if you want to add additional variables, select from Locations or Data on the left. If

you don’t want to add any variables right now, just click Done.

For example, for the variable, Ice Cream and Related Products, SimplyAnalytics added related data for

expenditures across dairy products for selected geographies.

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Additional Report Options

Click New View+ on the far right to explore additional Table/Output options.

Creating a Comparison Table

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Creating a Quick Report

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Creating a Time Series Table

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Creating a Bar Chart

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Creating a Ring Study Table

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Creating a Combination Location Combination Locations are locations that you create by combing multiple existing locations. For example you can group several zip codes into one area you are targeting. Follow these steps:

1. Click Locations on the far left, then click Custom Locations, then click Create New Combination Location

2. In the Create Combination Location pop-up, name your search and select all of your locations. Click the Clock icon to access recently used locations or the Star icon for your favorites. Click Save. NOTE: you can only combine like locations types, e.g. only zip codes or only counties, etc. You can now use this combination location to create heat maps and reports.

3. To view your Combination Location in a map, click Map on the far right, then click View Your Custom Location on the far left, then click on your combination location so that a check appears to the left of the 3 dots.

4. To add your Combination Location to a table, click on Comparison Table, etc. on the far right; click View Action, click Edit View, check the combination location, click Done.

5. Once you start exploring your map, you may identify other areas (e.g. zip codes, counties, etc.) that you want to add to your Combination Location.

a. Click the “I” icon on the left of the map, click on a new zip code; in the pop-up box, click Add to Favorites

b. Then click View Your Custom Locations on the left; click on the 3 dots to the right of your Combination Location, click Edit Combination Location, click the Star icon, click the zip code, then click Save. You have now added that zip code to you Combination Location.

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Click New View+ and explore different tables you can create in SimplyAnalytics

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