Free Demographics Data
Betsy Martin, Research Specialist at the Arkansas SBDC, announced recently that she had acquired three new books with demographic data on Arkansas. What an excellent idea for a blog post! Several times each year, I teach a database marketing class, which covers the basics of analysing a customer database and segmenting the data with both Census data and commercial segmentation systems.
What follows is a mini-compendium of FREE demographic sources for small businesses.
Books. The Statistical Abstract of the United States is a compendium of all the offical government statistics that you find scattered about the .gov domain. In addition to the ASBDC Research Center, you’ll find this book of statistical treasure in all federal repository libraries and probably your own local library on the reference shelf.
Demographics U.S.A., Zip edition, from Claritas lists all US zipcodes and provides basic demographics for each. This book is in the Arkansas SBDC Research Center. Contact you local SBDC for more information.
2000 Census. The U.S. Census Bureau’s American Factfinder is the best online resource for accessing demographics data from the 2000 Census. Their About The Data page is a good starting point as its loaded with links to Quick Tables, Geographic Comparison Tables and Ranking Tables (Thank God for Mississippi!), colorful Thematic Maps, and Industry Quick Reports.
The Arkansas SBDC maintains a set of CD-ROM discs from the U.S. Census Bureau at the Research Center in Little Rock. Betsey and the GAs are able to assist you in using the products.
Users wanting large colorful chart-sized maps of Census data are advised to contact the Arkansas State Census Data Center (SCDC) at 501-569-8530 and ask for Phyllis. ” The CSDC receives all the Arkansas census information produced in various formats, produces user-friendly products, and provides technical assistance in the understanding and application of the census information.”
Arkansas Maps Even easier than the Census websites varied data interfaces are the Arkansas state maps produced online with the Arkansas SBDC’s online Arkansas map server. By selecting “querry” and clicking within an Arkansas state map, users may receive well-formatted reports of census data for any spot on the Arkansas map.
Online demographic demos. Several major vendors of demographic data products offer free online demos of their demographic segmentation products. If you’ve never ever looked up your home zipcode in one of these, you’ve missed out on a classic of Internet entertainment.
One of my favorite resources for free Arkansas demographic data by zipcode is PRIZM. Another free resource is ESRI’s Community Tapestry demo which reports the top three segments within any ZIP Code.
The Arkansas SBDC also maintains a soft bound copy of the ACORN segmentation system which provides a lists all the U.S. Zipcodes along with their ACORN segment.
Your class sounds awsome.
Comment by Jeff — February 4, 2005 @ 2:20 pm
Its a fun class to teach.
We start with a 15-29 minute background section to make sure everyone understands what a database, a record, and a field are. Explain about flat file and relational databases.
Next we do about one hour of work introducing Microsoft Access as many small businesses use Office, but never touch Access. Basically we import 100 random Arkansas addresses and we add a new field and do some sorts.
Then we move on to demographics. I explain segmentation systems and ACORN. Then we join some tables to our customer database which codes the customers with their ACORN groups. The class is always surprised to see the richest addresses outside Jonesboro in rice farm country.
We end with a short 10-15 minutes on the use of mapping to display information about our customers.
Makes for a full three-hours.
The really fun seminar that’s hot right now is my new Internet Auctions seminar. I have over 80 people signed up in Clarksville. Normally, at $39/head, that one seminar would bring in about $3,000. A local bank is paying far less for my employer to do this program.
Comment by Timothy — February 4, 2005 @ 6:31 pm