Delivery Format
Due to the high number of variables, this is a large dataset. Only subsets of variables or geographies will be able to be opened in applications like Excel, and those opening this data in more advanced statistical or programming environments will often need to manage memory, especially when running on a local machine.
That said, this data is typically delivered in .csv format with each row representing an individual census block group and each column representing a GeoWeb segment.
When you first load up your GeoWeb dataset, it will look something like this:
| BLOCKGROUP_ID | Fitness Enthusiasts | Gamers | Luxury Retail Researchers | Brides & Wedding Planners | Vacation Planners | Home Exterior Design Enthusiasts | ... | San Diego Activities Researchers | San Diego Events Researchers | Home Goods Supercenter Shoppers | Luxury Fitness Shoppers | Disney Vacation Planners | Milk and Dairy Shoppers |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| 120570114134 | 106.2 | 115.1 | 93.6 | 103.9 | 103.5 | 81.1 | ... | 61.7 | 37.7 | 86.7 | 91.2 | 228.1 | 96.0 |
| 060770034052 | 25.9 | 33.7 | 21.8 | 26.3 | 25.0 | 6.1 | ... | 36.9 | 37.7 | 18.4 | 15.0 | 17.1 | 12.6 |
| 120110204092 | 96.2 | 130.7 | 84.0 | 105.1 | 100.9 | 40.6 | ... | 72.4 | 52.6 | 97.4 | 87.5 | 163.0 | 96.9 |
| 120110601181 | 98.5 | 147.0 | 94.8 | 106.3 | 98.9 | 76.7 | ... | 52.0 | 49.1 | 97.1 | 95.7 | 211.1 | 89.7 |
| 060730170392 | 74.3 | 94.7 | 76.9 | 76.8 | 74.5 | 37.3 | ... | 795.3 | 838.0 | 38.0 | 61.5 | 106.5 | 76.4 |
Here, the column headers are the names of each segment. For every block group, we provide scores for 1000+ segments. NOTE: Your data file may show segment IDs instead of names. These can be easily substituted for names using the "Segment Key" file. The key file contains a list of all the segments as well as additional attributes. The table below previews the key file:
| Segment ID | Segment Name | Description | Category | Median Age | Median HH Income | Percent Married | Percent Children | Percent Bachelors |
|---|---|---|---|---|---|---|---|---|
| 1 | Fitness Enthusiasts | Consumers using fitness tracking apps and websites. | Lifestyle > Activities > Fitness Enthusiasts | 39.99 | 90509 | 44.19 | 24.38 | 57.6 |
| 2 | Gamers | Consumers researching game reviews and cheat codes. | Consumer > Media > Gamers | 37.05 | 72070 | 41.81 | 32.24 | 39.36 |
| 4 | Luxury Retail Researchers | Consumers researching luxury product reviews and gift ideas. | Consumer > Retail > Luxury Retail Researchers | 39.32 | 87914 | 43.93 | 25.25 | 55.04 |
| 5 | Brides & Wedding Planners | People researching wedding ideas and vendors. | Lifestyle > Lifestage > Youth > Brides & Wedding Planners | 40.29 | 103232 | 46.36 | 25.62 | 62.86 |
| 6 | Vacation Planners | Consumers reading reviews of vacation destinations and accommodations. | Consumer > Travel > Vacation Planners | 40.74 | 97925 | 46.49 | 25.04 | 61.5 |
You can see that the file comes with segment name, description, its categorization, and some light demographic metadata. The metadata is calculated by selecting the top 5% of block groups for each segment and aggregating these basic variables.