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MKT 300/302 Marketing Management: Data Sources and Tools
SimplyAnalytics is a web-based mapping application that allows you to create thematic maps and reports using demographic, business and marketing data. Data can be downloaded for use with other software such as Excel and GIS. Examples of data included are Census data, Consumer Expenditure Survey and Nielsen Retail Market Power.
Technical notes: Users need to create their own account with @umich.edu email address in order to be able to save work.
This data tool leverages Census data to identify companies and revenues by product category in specified geographic areas around the US. It also can track population makeup of individuals on parameters such as age, gender, race, household size, household income, education attainment, marital status, and language spoken. Geographic regions can be filtered to Census tracts, core-based statistical areas, designated market area, states, counties, zip codes, and many other options.
Claritas 360 (previously owned by Nielsen) is available through Kantar Media’s SRDS Platform. It has demographic data (primarily from the US Census) and includes PRIZM segmentation insights that classifies households and consumers according to similar characteristics.
Technical notes: Select 'Claritas 360 after login. Access to Claritas 360 and Market Maps and Data. All other content is not available.
Data on the demographic, psychographic and media use characteristics of users of products, brands and services from the Simmons National Consumer Study, National Hispanic Consumer Study and Simmons Cross-Platform Media Insights.