Glossary

Audience Builder:  Audience Builder allows you to select from an extensive list of demographic and psychographic attributes to create a custom target.  A great tool if you do not have access to customer data and know what your client looks like.

Benchmark: A benchmark is the point of reference to compare the data from your file. This allows you to see the differences and similarities between your file and a benchmark. For example, if your benchmark is Ontario, the characteristics of your file are compared again to the demographics from Ontario. intelligentVIEW provides two benchmark options, Custom and Geographic.

Benchmark – Custom:  A custom benchmark is a file that you create. It can be used to compare two customer files, trade areas, or types of customers.

Benchmark – Geographic: A geographic benchmark is a specific area. (i.e. Toronto, Alberta or all of Canada). Geographic benchmarks are pre-set in intelligentVIEW. Just choose from the list provided.

Blue Collar: A categorization related to manual work and/or workers.

Canada Post Carrier Walks: Carrier Walks, Letter Carrier Walks, Letter Carrier Routes or LCRs as they are sometimes known represent the postal codes walked by a Canada Post letter carrier. They are the smallest unit of geography used for the delivery of Neighborhood Mail (formally unaddressed ad mail). Carrier Walk information is updated monthly and is used for creating targeted direct mail campaigns.

CMA: Census Metropolitan Areas are city definitions by Statistics Canada. intelligentVIEW has a default Project named Standard geographies, where CMAs are stored. Use CMAs for your analysis as the Target File or Benchmark.

CSV File: CSV (Comma Separated Values) is the file format accepted by intelligentVIEW. Any postal code file uploaded to intelligentVIEW must first be saved as a .CSV.

Customer Profile: A Customer Profile is created using existing customer data.

Demographics: Statistical data relating to the population and particular groups within it.

File: intelligentVIEW files are collections of postal codes.

Grey Collar: Grey collar refers to the balance of employed people not classified as a white or blue collar. It is also used to refer to occupations that incorporate some of the elements of both blue and white collar or are completely different from both categories.

Heat Mapping: Heat Mapping allows you to visualize the concentration of your customers and potential market opportunity in your file and benchmark on Google Maps™.

Index: An index is a measure that quantifies the degree of difference of a target’s attributes compared to a benchmark. If the percentage of the target attribute is exactly the same as the benchmark, it is represented by 100 – all things are equal.

intelligentVIEW AdSpot: Competitive ad tracking integrated within intelligentVIEW. AdSpot reporting helps you understand competitor creative as well as activity info such as ad size, media channel, ad position, frequency, occurrence, insertions, and % share of activity.

IntelligentSEGMENTS: A two-tiered segmentation system developed by CiG.  The first tier consists of 20 groups. Each group contains households that share similar key characteristics including, geography, demographics, psychographics, spending, product and media usage, and shopping behaviour. The second tier of clusters is made of 94  segments to further detail the unique characteristics of Canadians even further.

Market Profile: A Market Profile is created using unique postal codes from a specific market area.

Merge File: Combining different Files to create a single view of your customers or store locations.

Over-index: An index is a measure that quantifies the degree of difference of a target’s attributes compared to a Benchmark. Any number above 100 represents how much the target attribute is above average. We say something is over-indexed.

Postal Code: Postal codes are the smallest entity for which data is available. When you create a radius or attribute selection, you are actually pulling postal codes to analyze. There are approximately 900,000 postal codes in Canada and CiG has 1000s of pieces of data for each.

Radius File: A file of postal codes that fall within a circle around a single postal code. A Radius File is helpful for when you know where your customers are but do not have access to a postal code file. For example, the territory serviced by a store location

Segments: People with similar perspectives, consumer habits, lifestyle, income, and life stage tend to cluster together and can be grouped into segments to help marketers understand them.

Segmentation: Segmentation is the process of dividing large homogenous groups into smaller unique groups (segments) based on characteristics. Marketers use segmentation to inform marketing and advertising planning, identify best customers, create relevant content, and develop highly targeted campaigns and programs.

Target File: Represents the target to be compared against the Benchmark and profiled in the Report. For example, your customer, donor, member, or subscriber File is a Target File.  

Under-index: An index is a measure that quantifies the degree of difference of a target’s attributes compared to a Benchmark.  Any number below 100 represents how much the target attribute is below the benchmark. We say something is under-indexed.

White Collar: A categorization related to office work and/or workers.