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Data Dictionary

Enhance your database with key insights. Easily access the data you need to understand and delight the person behind the email address.

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Demographics

Field Description Possible Values
Age Age Range 18-­20; 21-­24; 25-­34; 35-­44; 45-­54; 55-­64; 65+
Gender Gender Male; Female
Zip Code 5 digit zipcode i.e.: 94105
First Name First Name First
Last Name Last Name Last

Household

Field Description Possible Values
Household Income Income of the household by range. 0-­15k; 15k-­25k; 25k-­35k; 35k-­50k; 50k-­75k; 75k-­100k; 100k-150k; 150k-­175k; 175k-­200k; 200k-­250k; 250k+
Marital Status Marital Status Single; Married
Presence of Children Indicates whether there are 1 or more children in the household. Yes; No
Home Owner Status Whether the person owns or rents their home. Own; Rent
Home Market Value Market value of person’s home. In ranges of $25K and $50K increments. 1k-­25k; 25k-­50k; 50k-­75k; 75k-­100k; 100k-­150k; 150k-­200k; 200k-­250k; 250k-­300k; 300k-­350k; 350k-­500k; 500k-­1mm; 1mm+
Length of Residence Number of years spent in the current residence. Reported as number; not range. Less than 1 year; 1 year; 2 years; 3 years; 4 years; 5 years; 6 years; 7 years; 8 years; 9 years; 10 years; 11-­15 years; 16 -­19 years; 20+ years
Net Worth The approximate net worth of the household. 0-5k; 5k-10k; 10k-25k; 25k-50k; 50k-100k;100k-250k, 250k-500k; 500k-1mm;1mm+
Occupation Occupation Blue Collar Worker; Business Owner; Civil Service; Technology; Executive/Upper Management; Health Services; Homemaker; Middle Management; Military Personnel; Nurse; Part Time; Professional; Retired; Secretary; Student; Teacher; White Collar Worker
Education Level of education completed. Completed High School; AttendedCollege; Completed College; Completed Graduate School; AttendedVocational/Technical

Interests

Field Description Possible Values
Arts & Crafts Purchases Arts & Crafts Products True; (blank)
Books Purchases books; Interest in reading books True; (blank)
Business Interest in business True; (blank)
Healthy Interest in a healthy lifestyle; purchases healthy lifestyle products True; (blank)
News & Events Purchases subscriptions for news and current events. True; (blank)
Movies Interest in movies True; (blank)
Music Interest in music True; (blank)

Purchase Categories

Field Description Possible Values
Automotive Purchase Behavior: Automotive Goods True; (blank)
Charitable Donor Indicates likelihood of being a charitable donor True; (blank)
Cooking Purchases cooking magazines; interest in cooking True; (blank)
High End Brand Buyer Has bought a premium CPG brand in the past 18 months True; (blank)
Magazine Buyer Purchases magazines subscriptions True; (blank)
Travel Interest in travel True; (blank)

Email Activity Signals

Field Description Possible Values
Month Last Open The month that AtData last detected an open by the email address. Date (formatted as YYYY-MM)

Quality Score

Field Description Possible Values
Quality Score Score each email address in your database using advanced machine learning to rapidly assess potential value to your business. 0 – 10
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