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

The column headers are the names of each segment. For every block group, we provide scores for 1000+ segments.

In addition to the data file, you also receive a "Segment Key" file that contains a list of all the segments and additional attributes.

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.


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