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Demographic Data Dictionary

Enhance your database with key insights. Easily access the data you
need to understand and delight the person behind the email address.
segment

Segment
Your List

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Create Context
for Behavior

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Target Customers with
Relevant Offers

Email Intelligence Fields

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Demographics

Age, Gender, Name, Postal Address

Household

Income, Marital Status, Presence of Children, Home Market Value
Purchase

Purchase & Interest

Arts & Crafts, Healthy, Charitable Donor, High End Brand Buyer

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Demographic

Field
Description
Possible Values
Age
Age Range
18-­20; 21-­24; 25-­34; 35-­44; 45-­54; 55-­64; 65+
Gender
Gender
Male; Female
Zip Code
5 digit zipcode
i.e.: 94105
First Name
First Name
First
Last Name
Last Name
Last

Household

Field
Description
Possible Values
Household Income
Income of the household by range.
0-­15k; 15k-­25k; 25k-­35k; 35k-­50k; 50k-­75k; 75k-­100k; 100k-150k; 150k-­175k; 175k-­200k; 200k-­250k; 250k+
Marital Status
Marital status
Single; Married
Presence of Children
Indicates whether there are 1 or more children in the household.
Yes; No
Home Owner Status
Whether the person owns or rents their home.
Own; Rent
Home Market Value
Market value of person’s home. In ranges of $25K and $50K increments.
1k-­25k; 25k-­50k; 50k-­75k; 75k-­100k; 100k-­150k; 150k-­200k; 200k-­250k; 250k-­300k; 300k-­350k; 350k-­500k; 500k-­1mm; 1mm+
Length of Residence
Number of years spent in the current residence. Reported as number; not range.
Less than 1 year; 1 year; 2 years; 3 years; 4 years; 5 years; 6 years; 7 years; 8 years; 9 years; 10 years; 11-­15 years; 16 -­19 years; 20+ years
Home Property Type
The type of building the person resides in.
Single Family; Multifamily
Net Worth
The approximate net worth of the household.
0-5k; 5k-10k; 10k-25k; 25k-50k; 50k-100k;100k-250k, 250k-500k; 500k-1mm;1mm+
Occupation
Occupation
Blue Collar Worker; Business Owner; Civil Service; Technology; Executive/Upper Management; Health Services; Homemaker; Middle Management; Military Personnel; Nurse; Part Time; Professional; Retired; Secretary; Student; Teacher; White Collar Worker
Education
Level of education completed.
Completed High School; AttendedCollege; Completed College; Completed Graduate School; AttendedVocational/Technical

Interest

Field
Description
Possible Values
Arts & Crafts
Purchases Arts & Crafts Products
True; (blank)
Books
Purchases books; Interest in reading books
True; (blank)
Business
Interest in business
True; (blank)
Healthy
Interest in a healthy lifestyle; purchases healthy lifestyle products
True; (blank)
News & Events
Purchases subscriptions for news and current events.
True; (blank)
Movies
Interest in movies
True; (blank)
Music
Interest in music
True; (blank)

Purchase

Field
Description
Possible Values
Automotive
Purchase Behavior: Automotive Goods
True; (blank)
Charitable Doner
Indicates likelihood of being a charitable donor
True; (blank)
Cooking
Purchases cooking magazines; interest in cooking
True; (blank)
High End Brand Buyer
Has bought a premium CPG brand in the past 18 months
True; (blank)
Magazine Buyer
Purchases magazines subscriptions
True; (blank)
Travel
Interest in travel
True; (blank)

Email Activity Metrics

Field
Description
Possible Values
Date First Seen
The date that TowerData first encountered the email address.
2015-03-28
Longevity
A score describing when TowerData first encountered the email address.
0 - 3
Velocity
A score reflecting the activity of the email over the last 6 months as viewed by TowerData.
0 - 10
Popularity
A score reflecting the popularity of the email across TowerData sources in the past 12 months
0 - 10
Month Last Open
The month that TowerData last detected an open by the email address.
2019-05

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