Data Products

Geo-Demographics

Demographic data is about understanding the diversity of consumers and therefore being able to market and locate in order to attract, engage, and ultimately keep your best customers. It enables businesses to enhance their competitive advantage and increase profitability by tailoring their strategies to the unique characteristics of different geographic and demographic segments. It covers age, gender, income, family dwelling, mobility, visible minority, education, employment, labour force, occupation, visible minority, education, religion, language, immigration, ethnicity and more. Data includes 5-year projections for some population and income variables. Go to store for more information

• Retail Location Optimization: Demographic data is useful in retail location optimization planning. It helps define where the opportunity is to reach the right type of customer (by market, region, postal code, etc.).  For example, if selling a luxury item such as a Lexus where are the households that have a higher than average household income?
• Optimize Product Offering: Businesses can use demographic data to determine the next best steps on how to expand and optimize their product offerings.  By understanding the demographic profile and segments of consumers, business can focus  on offering the right product mix to meet needs of their customer base.
• Prospecting: This data is valuable in targeting top prospect households for your marketing efforts.  For example, which households have young children in a trade area around a store that will be most likely respond to a direct mail item promoting children’s goods.
• Targeted Marketing: This data is used for geo-spatial applications using the lat/long coordinates to build heat maps and thematic maps visually displaying the areas of highest potential for target consumers. This enables them to create highly targeted marketing campaigns, increasing the efficiency of their advertising efforts. Demographic data is often used to group customers into similar groups or clusters.  By grouping customers using demographic data, businesses can better understand what each segment wants and how to best  communicate product offerings with them.
• Sales Forecasting: Geo-demographic data can be used to predict sales trends and patterns in different regions. This helps retailers allocate resources more effectively and adjust their strategies to respond to changing market conditions.

Demographic Language Sample Table, Demographic Ethnicity Sample Table, Demographic Immigration Sample Table, Exceed Demographic Data Dictionary 2023, Demographics Projections Sample Table, Demographics Sample Table

Consumer Spend

This data product estimates Canadian household spending on goods and services covering many categories such as food, shelter, household operations & furnishings, clothing, transportation, recreation, pets and more. This data allows businesses to size markets and therefore forms the foundation of business capital expenditure decisions. Go to store for more information

• Location Optimization: Consumer spending data helps quantify where the best opportunities are to reach the right type of customer. It helps measure, analyze, and compare the size of markets and revenue potential to find, attract and keep your best customers.
• Business Strategy: Consumer spending data provides valuable insights into customer behavior. It helps companies understand what products or services consumers are willing to spend their money on and where they allocate their resources, aiding in effective business strategy and planning.
• Marketing and Research: Consumer spending data allows businesses to identify market trends, consumer preferences, and emerging opportunities. This information is invaluable for product development, pricing strategies, inventory management, demand forecasting, and marketing/sales strategies.
• Consumer Behavior Analysis: Consumer spending data allows for a deeper understanding of consumer behavior, including seasonal spending patterns, brand loyalty, and shifts in preferences. This information helps businesses tailor their marketing and product offerings.

Exceed Consumer Spend Data Dictionary 2023

Consumer Wealth

Consumer wealth and financial data empowers retail businesses to make data-driven decisions regarding marketing, pricing, product selection, and customer engagement. It allows retailers to optimize their strategies, enhance customer satisfaction, and drive profitability by helping focus on the financial needs and preferences of their target audience. This data product estimates the income, assets, and debt of Canadian households. Go to store for more information

• Location Optimization: Wealth and financial data help to quantify where the best opportunities are to reach the right type of customer. It helps measure, analyze, and compare the size of markets and revenue potential to find, attract and keep your best customers. It also aids in tailoring a retail offering to the needs of the households in the trade area.
• Targeted Marketing: Retailers can use consumer wealth data to segment their customer base effectively. Understanding customers’ income levels, spending habits, and financial preferences helps tailor marketing campaigns and promotions to specific consumer groups.
• Pricing Strategies: Retail businesses can optimize pricing strategies based on consumer wealth data. This includes setting price points that resonate with different income brackets and offering discounts or loyalty programs that align with customers’ financial profiles.
• Product Selection: Consumer wealth data informs product selection and inventory management. Retailers can stock products that align with the purchasing power of their target demographic, ensuring that they have the right products available for their customers.
• Credit Offerings: Retailers may offer financing options or credit-based services. Access to consumer financial data is crucial for assessing creditworthiness and determining the terms and conditions for such services.
• Customer Segmentation: Retailers can segment their customer base into various groups based on wealth and financial behavior. This segmentation allows for personalized shopping experiences, product recommendations, and targeted marketing efforts.
• Loyalty Programs: Retailers can design loyalty programs and rewards that align with customer financial capabilities. This encourages repeat business and customer loyalty.
• Risk Management: Retailers can assess the risk associated with offering certain products or services to consumers based on their financial data. This helps mitigate the risk of non-payment or defaults.

DATA DICTIONARY, WEALTH SAMPLE TABLES

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Brand Reputation & Preference

Analyzing the reputation of retail brands has evolved from occurring primarily by local word-of-mouth to a growing world of online reviews, which are directly linked to the success of business. This reflects the importance of maintaining a positive brand image. Online reviews also effectively bring in the power of big data, which is dominated by Google, and its why our brand metrics use Google. They become powerful metrics that help identify opportunities and brand preference in the location optimization process. Go to store for more information

• Brand Reach or Awareness: It’s a regional indicator of the depth of brand recognition or popularity in a region or country. Reach is a good indicator of the penetration and preference of your brand across regions within a province or country. Exceed estimates brand awareness by the number of Google reviews aggregated across the region and benchmarked against the appropriate trade area types, retail category, and geography.
• Share of Voice (SoV): This is a more localized marketing metric that measures the portion of the market your brand owns. It’s a measure of your brand’s visibility and preference compared to your competitors within a specific region. Exceed estimates it as a proportion of reviews your brand receives compared to the total number of reviews in the industry. Values are then benchmarked against the appropriate trade area types and region.
• Brand Sentiment: This is a metric that measures the reputation of your brand at the local level. It can effectively point out the strengths and weaknesses of your value proposition and therefore provide valuable data about the performance of a brand at the local level. Exceed measures Brand Sentiment using the proportion of positive (4&5 stars), negative (1&2 stars) and the average review ratings by brand. The process produces powerful and actionable results by benchmarking these values against averages for the individual brand, retail category, trade area type and region, depending on the specific metric. Metrics are combined at the trade area level and are used in the location optimization process to help determine where the largest gaps are in the service offering within a retail category.
• Brand Preference: This is a local metric also based on the number of reviews and outlines the likely preference of the top brands within a region, even though they are not present in a specific trade area. Its reported for the top brands in each retail store category group and helps determine the best individual brands in the new site selection process.

Retail Business Directory

This data is about finding business to business leads and understanding the location and strength of the competitive landscape. We have the most complete retail business directory in Canada, with over 900,000 counts. Check our counts by retail category and compare them to other data suppliers! Go to store for more information

• Business to Business lead generation is a major use of business directory data.
• Local Search Engine Optimization (SEO): For retail businesses, understanding how competitive accurate directory listings is crucial for local SEO. Search engines like Google rely on directory data to verify business information and rank local search results.
• Competitive Analysis: Businesses can use directory data to research and analyze competitors in their industry or region. This information helps them understand the competitive landscape and make informed strategic decisions.
• Market Research: Researchers and analysts can leverage business directory data to gather insights into market trends, industry dynamics, and regional economic conditions. This data can inform market research and longer-term business decisions.
• Networking: Business directories serve as networking tools, allowing businesses to identify potential mutually beneficial business relationships, connect with potential partners, suppliers, and collaborators within their industry or region.
• Consumer Database Enrichment: Businesses can enhance their customer databases by cross-referencing their existing data with information from business directories. This helps maintain data accuracy and completeness.