Demographic Data Dictionary | AtData

Data Dictionary

Demographic
Household
Interest
Purchase
Email Activity Signals
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Demographic

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
Home Property Type	The type of building the person resides in.	Single Family; Multifamily
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
Life Stage Segment	70 life-stage based household-level consumer segments contextualized by various consumer demographic and behavioral segments.	Please reach out to sales@atdata.com for a full list of possible values
Life Stage Group	21 higher level aggregate life stage groups with similar characteristics to life stage segment based on behavior and demographic data.	Please reach out to sales@atdata.com for a full list of possible values
Financial Segment	54 segments describing likely financial behavior	Please reach out to sales@atdata.com for a full list of possible values
Financial Group	13 higher level aggregate financial groups that roll up financial segments with similar characteristics	Please reach out to sales@atdata.com for a full list of possible values

Interest

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

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)
RFM Offline Average Days	The average number of days between offline purchases for this household	Actual Value
RFM Online Average Days	The average number of days between offline purchases for this household	Actual Value
RFM Average Dollars	The average dollar amount the household spends per order	Actual Value
RFM Last Order	The date of the last order made by the household	Date (formatted as YYYY-MM-DD)

Email Activity Signals

Field	Description	Possible Values
Date First Seen	The date that AtData first encountered the email address.	2021-03-28
Longevity	A score describing when AtData first encountered the email address.	0 – 3
Velocity	A score reflecting the activity of the email over the last 6 months as viewed by AtData.	0 – 10
Popularity	A score reflecting the popularity of the email across AtData sources in the past 12 months	0 – 10
Month Last Open	The month that AtData last detected an open by the email address.	2021-05

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