Demographics Analytics

Overview

Demographics can play an out-sized role in your decision making process, if you have the proper data at your disposal. Finding and correlating store locations to prime demography is difficult, and integrating this information with your sales information adds layers of complexity. Our Demographics Explorer aims to make integrating demographics into your decision-making process easy. You can quickly filter to find store locations fitting key demographics, and then use these locations over and over in your sales data to research and confirm theories to make better marketing decisions. All in real time, all in one place.

Demographics Insight Panels

Demographics Scatter Plot Analysis & Correlation Insight

The Demographics Performance panel is designed to allow you to plot item sales by store vs a given demographic value and have a regression line and better understand the trend in the data. The example below is a plot which the overall trend is flat across the % of New Homes, but there is a distinct increase in sales at each end - the regression curves on both sides.  What this is telling us - is that sales performs well in older neighborhoods and newer neighborhoods, but there is a lull in the middle where the portion of old/new is about even.

For a home improvement item - this is showing the underlying reality that sales are better for old home neighborhoods because of the renovation cycle.  However, they're also good in the newer home neighborhoods because that's where the general construction is being done.  The middle area is the least active because the homes have been built and are not yet to the point of major renovation work.

The Pearson Correlation insight allows you to quickly see which of many demographics metrics are correlated to sales of a particular item or group of items.  This makes quick work to find out the important demographic drivers!

Demographic Explorer

The demographics explorer lets you filter based on combinations of demographics including race,gender,education,housing and more in order to create target markets.  This is great for new product test markets, as well as for assortment alterations based on differing geographies.  Ultimately you can save these groups for use in any number of reports or insight panels in the application.