Claritas Releases the Most Comprehensive and Representative Demographic and Cartographic Data Available to Help Marketers Achieve Superior ROI

ClaritasTM a datadriven marketing leader that leverages a proprietary identity graph to help marketers achieve superior ROI today announced the general availability of its Demographic and Cartographic Data update the most comprehensive and representative measurements and projections of the US population currently availableClaritasamp8217 news is particularly timely as last month the US government indicated that it is changing the way it collects and reports on the US population when conducting its Census to increase its accuracy Fortunately Claritas customers do not need to wait for access to superior demographic and cartographic data as Claritasamp8217 proprietary methodology already measures and reports on the US population at a much deeper and broader levelamp8220One of the key reasons we generally released this data today is that when the government recently shared the news that it was revamping its methodology to yield a more accurate census of people with Hispanic Middle Eastern and North African heritage marketers realized how big the gaps are across much of the data in the market nowamp8221 said Ron Cohen Senior Vice President Practice Leadership at Claritasamp160 amp8220Our demographic and cartographic data always went beyond the census for this and other reasons because it simply isnamp8217t enough for marketers to achieve the outcomes they deserveamp8221Unlike the US Census and the majority of other measurement approaches Claritasamp8217 US population measurement methodologySamples the entire US population versus a fractionProjects the total population from the base starting year of the current yearamp8217s estimates to the fiveyear estimate down to the block group levelThis creates the age distribution for the current year and then ages the population forward to the next age group for the fiveyear projection which includes surviving the population from one age group to the nextCreates projections at the subnational level as it is crucial to be able to distinguish between the population living in households and the population living in group quarters such as nursing homes college housing military quarters or correctional facilities This is because household population tends to age in place while group quarters age distributions are more static over time so distinguishing between the two is critical for estimating in local marketsHas a very low bias as seen in the analysis report Claritas Evaluation of 2020 Estimates against 2020 Census ResultsGives marketers access to US population data specific toPopulation by age and sexRace and ethnicity by age and sexHouseholds by age of the hoUSeholderHousehold sizeHousehold compositionTenure owner or renterHouseholds by raceethnicity of householderAccording to the Association of National Advertisers marketers today must adapt their brand and marketplace strategies to more effectively leverage demographic changes and better champion diversity because inclusion and equality have never been more important to our society or critical to business successRegarding race and ethnicity Claritas data is particularly valuable to marketers because measurements like the US Census are only now evolving to provide deeper analysis within multicultural populations to provide more specific demographics within communities that identify as Hispanic North African and Middle EasternAs Claritas data has shown for many yearsNearly half of the US population identifies as multicultural and that number is expected to grow over the next few years58 of the projected population growth will come from the Hispanic segmentHispanics now account for 20 percent of the US population with a majority 53 identifying as white up from 21 in 2020 making this the fastest growing in the nationAt 211 million Asians now account for 62 of the total US populationCurrently there are just over 147 million Americans who identify as multicultural making up 43 of the total population That number is expected to reach 47 by 2028In addition to this data the next releases of Claritasamp8217 Demographic and Cartographic data will also shareLanguage spoken at homeForeignborn populationPopulation by race ethnicity and educational attainmentamp8220This and a trove of other insights Claritasamp8217 Demographic and Cartographic Data unearths is vital for advertisers who are looking to craft personalized messaging that will resonate with different segmentsamp8221 said Cohen amp8220While the census data is a good start it simply does not provide a deep enough look into these demographics and other cultural insights marketers count on to drive successamp8221For more information about Claritas Demographic and Cartographic Solutions please visit its latestClaritas 2024 Demographic and Cartographic WebinarUS Hispanic Market ReportAsian American Market ReportPosted at MediaVillage through the Thought Leadership selfpublishing platformClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillageorgMyersBizNet

SUBSCRIBE FOR FREE MEDIAVILLAGE CONTENT | BECOME A THOUGHT LEADERSHIP CONTRIBUTOR

Claritas Releases the Most Comprehensive and Representative Demographic and Cartographic Data Available to Help Marketers Achieve Superior ROI

Author

Publish date

Channel

Mike Nazzaro

SUBSCRIBE FOR FREE MEDIAVILLAGE CONTENT | BECOME A THOUGHT LEADERSHIP CONTRIBUTOR

Claritas Releases the Most Comprehensive and Representative Demographic and Cartographic Data Available to Help Marketers Achieve Superior ROI

Enjoying This Commentary? There's More to Love

Mike Nazzaro

TAGS:

Cookies