MicroBuild HD - Economic Stability Indicator

MicroBuild_HD

Economic Stability Indicator

Overview

The MicroBuild_HD ESI is a modeled score which identifies U.S. households which are likely to have the economic stability to become valued customers. MicroBuild_HD ESI is created using the Acxiom® Economic Stability Indicator variable which is built using only marketing data, so there are no regulatory concerns. MicroBuild_HD ESI is constructed using both household and geographic attributes such as:

Household level data

Investments in stocks and bonds
Home market value
Occupation

Area level data

Households with interest/rental/dividend income
Households in a targeted income range
Single-parent or two-person households
Occupation

Using households from the Mediamark Research & Intelligence Doublebase file, responses from ten survey questions were selected to describe the households as either “financially stable” or not. The top and bottom 25 percent of households were used to identify the positive and negative targets. A final nationally representative database of 1 million households was used to create final ranks. Each household was assigned a score, sorted by score and ranks were produced so that each rank had approximately the same number of households, about 3.3 percent of total U.S. households.

Features

MicroBuild_HD ESI provides current values for U.S. households as ranges by census geography as a score of 1-30, where 1 represents the least economic risk and 30 represents the highest risk.

Benefits

· Household demographics transformed into census geographies and formats allow accurate trending and a “common language” for research and marketing applications

· Unprecedented accuracy with average national household level sampling exceeding 74%

· Precision with data beginning at census block level

· Quarterly updates provide current information for changing markets

Deliverables

· MicroBuild_HD can be delivered as a flat file in multiple formats as well as common GIS formats

· Clients can receive the data as a integrated solution via Magnify™, Gadberry’s data visualization and mapping application

The Gadberry Group

801 Technology Dr., Ste. D • Little Rock, 72223

Phone: 501.907.7100 • Fax: 501.907.7101