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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
Ethnicity
The likely race/ethnicity at a household level, based on self-reported sources, public sources and surname/ethnicity tables.
Asian, African American, Chinese, Hispanic, American Indian, Japanese, Portuguese, White

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
Life Stage Segment
70 life-stage based household-level consumer segments contextualized by various consumer demographic and behavioral segments.
Please reach out to sales@towerdata.com for a full list of possible values
Life Stage Group
21 higher level aggregate life stage groups with similar characteristics to life stage segment based on behavior and demographic data.
Please reach out to sales@towerdata.com for a full list of possible values
Financial Segment
54 segments describing likely financial behavior
Please reach out to sales@towerdata.com for a full list of possible values
Financial Group
13 higher level aggregate financial groups that roll up financial segments with similar characteristics
Please reach out to sales@towerdata.com for a full list of possible values

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)
RFM Offline Average Days
The average number of days between offline purchases for this household
Actual Value
RFM Online Average Days
The average number of days between online purchases for this household
Actual Value
RFM Average Dollars
The average dollar amount the household spends per order
Actual Value
RFM Last Order
The date of the last order made by the household
Date (formatted as YYYY-MM-DD)

Email Activity Metrics

Field
Description
Possible Values
Date First Seen
The date that TowerData first encountered the email address.
2021-03-28
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.
2021-05

Get a Printable Version of the Data Dictionary

download the pdf