Exploring SimplyMap Data: Frequent Flyer Programs

This week we explore the SimmonsLOCAL data package to find which cities in America have the highest percentage of residents enrolled in a frequent flyer program. SimmonsLOCAL is available as an add on data package to SimplyMap, and contains over 50,000 variables. The data measures 210 American DMA’s (Designated Market Areas) with data estimated down to the block group level.

With over 50,000 variables in the data package, you can imagine the variety of variables available to you – in this example we’ll take a look specifically at survey takers who said YES to being currently enrolled in a frequent flyer program. In total, there is 24 variables related to frequent flyer programs including airline specific programs from: Southwest Airlines, Delta, United, and Continental. Let’s get started!

First, create a Ranking Report in SimplyMap.



Exploring SimplyMap Data: Sales At Gift and Souvenir Shops

Most people in the United States could probably guess which cities are popular amongst tourists – Los Angeles and New York. But can you guess how much money is spent in novelty and souvenir shops at these popular destinations? In this quick SimplyMap report, we will use data from the Retail Market Power data package to find the answers to that. The figures might surprise you! Let’s get started.

First, create a new Ranking Report.


Next, navigate through this path: Retail Market Power » Stores » Miscellaneous Store Retailers » Office Supplies, Stationery, & Gift Stores.

Use the variable titled, RMP: Retail Sales from Gift, Novelty, and Souvenir Stores [NAICS 45322] ($), 2014. Image below for reference.

Exploring SimplyMap Data: Life Stage Clusters

Is there a specific age group and income bracket you are specifically interested in researching for a target location? Our Life Stages module has the information you need. Life Stages, by EASI is a premium data set available for trial or purchase to all SimplyMap subscribers. In this brief write up, we’ll take a look at some of the options available within this data package.

The Life Stages module is broken down into three folders:

Young Households – Very Young <25 and Young 25-34
Middle Age Households – Middle Age 35-44 and Late Middle Age 45-54
Older Households – Nearly Senior 55-64, Senior 65-74 and Oldest 75+

Each of these folders is further broken down by family types and income.The income data has three tiers: lower income, moderate income and higher income. Let’s get started with a demonstration.

Exploring SimplyMap Data: Walking to Work in the US

In this quick SimplyMap report, we use Census data to help us identify which city in the United States has the highest percentage of residents who reported walking to work as their mode of transportation. Have any cities in mind? Let’s find out!

First, click New Ranking from the top of your SimplyMap screen.


For the variable, follow this path: Census Data » People and Households » Employment » Travel to Work » Mode.

SimplyMap Tip: Using Multiple Years

One great feature within SimplyMap is the ability to track the same variable across multiple years. In this report, we will track the percentage of households in the US ordering items from Amazon.com, as we suspect it might show a marked increase over the span of the available years. The value in viewing the same variable over multiple years is that it helps users identify trends in the data over time.

Let’s get started. First, create a Standard Report by selecting New Tabular Report > Standard Report at the top of your screen.


Next, navigate through this path: MRI Consumer Survey » Purchasing » Mail Order & Internet Purchases and hover over the variable, % Households Buying – Catalog, Mail, Phone, Internet Order: Ordered From: amazon.com, 2014 so the actions menu appears. From the “Select Variable Year” option check off the list of years you would like to see. In this example we will use 2008-2014. See the image below for reference:

Exploring SimplyMap Data: ConneXions® from Nielsen

In this week’s SimplyMap report, we take a look at one of our newly available data packages – ConneXions® from Nielsen. The ConneXions® segmentation system integrates consumer behavior and usage measures for technology, voice, video and data services with demographics and lifestyle characteristics. ConneXions® enables communications service providers, consumer durables manufacturers, and other companies focused on technology adoption a way to cost-effectively and efficiently retain existing customers, while continuing to acquire new ones.

To give you an idea of these segments, we’ll rank some cities from the US and view each of the top segment’s metadata. Let’s get started!

Step 1: Create a Standard Report by selecting New Tabular Report > Standard Report.


Exploring SimplyMap Data: Biking to Work in the US

In this week’s SimplyMap report, we set out to find which cities have the highest percentages of people who use their bike as their mode of transportation to work in the US. Let’s get started!

1. Create a new Ranking Report by selecting “New Ranking” at the top of Simply Map:


2. Select the variable to rank. Follow this path to find the % Employment, Bicycle to Work, 2014 variable: Census Data » People and Households » Employment » Travel to Work » Mode. Image below for reference.


3. Open the Locations panel and choose USA as your geography. Close out the Locations panel to generate your report. Use the “Analyze data by” tool to select cities.

Refining Your Business Search in SimplyMap

In this week’s SimplyMap report, we review the different options available when searching for a business. The easiest and fastest method of mapping businesses or creating a business report is to use a keyword search. The keyword search function searches across several different criteria and returns all businesses related to your keyword. For example, if you did a keyword search for “seafood” you would return seafood restaurants, seafood markets, seafood shacks etc.

In this example, we’ll demonstrate how to refine your business search using an SIC code to get a targeted list of businesses in specific industries. The process of narrowing your business search involves applying additional conditions to your query.

First choose your location; in this example we will use the city of Boston. Next, open the Businesses tab and select the “Add Condition” button. Set the first dropdown to SIC (1), the next to ”is equal to, (2)” and lastly select View List (3) to browse SIC codes.


Exploring SimplyMap Data: SimmonsLOCAL Lifestyle Statements

In this week’s report we take a look at one folder found within SimplyMap’s SimmonsLOCAL data package. SimmonsLOCAL is a powerful targeting and profiling system that provides insights into consumer behavior for all of America’s 210 media markets on a local level with 60,000+ data variables, including over 450 categories and 8,000 specific brands.

The folder we are looking at today is the Lifestyle Statements folder. Here you will find 26 unique lifestyle statement subcategories ranging from attitude and opinions on apparel, to diet and health statements. The picture below shows the options available.


In this showcase we will create a Ranking Report using the variable statement AGREE A LOT – NUTRITIONAL VALUE MOST IMPORTANT IN FOOD I EAT. This can be found at this path: