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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

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Email Intelligence Fields

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Demographics

Age, Gender, Name, Postal Address

Household

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

Purchase Intent

Kids and Babies, Clothing, Electronics, Furniture
Life-Stage

Life Stage

Millennial, Expecting, Engaged, Mom
Lifestyle

Lifestyle

Gamer, Cord Cutter, Beauty Seeker, DIY-er
Buyer-Type

Buyer Type

Deal-Seeker, Online Buyer, Big Spender, Holiday Shopper

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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-­125k; 125k-­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-750k; 750k-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

Purchase Intent

Field
Description
Possible Values
Auto Parts
Consumers that are actively shopping online for automotive parts, tires, and accessories.
I (Interested); B (Bought); A (Actively Interested); M (In Market)
Kids and Babies
Consumers that are actively shopping online for baby and kids products.
I (Interested); B (Bought); A (Actively Interested); M (In Market)
Children's Clothing
Consumers that are actively shopping online for baby and kids clothes and shoes.
I (Interested); B (Bought); A (Actively Interested); M (In Market)
Baby Products
Consumers that are actively shopping online for baby and kids clothes and shoes.
I (Interested); B (Bought); A (Actively Interested); M (In Market)
Computers and Software
Consumers that are actively shopping online for computers and software.
I (Interested); B (Bought); A (Actively Interested); M (In Market)
Computers
Consumers that are actively shopping online for laptops, desktops and tablets.
I (Interested); B (Bought); A (Actively Interested); M (In Market)
Printing and Copying
Consumers that are actively shopping online for printers and ink.
I (Interested); B (Bought); A (Actively Interested); M (In Market)
Electronics
Consumers that are actively shopping online for electronics.
I (Interested); B (Bought); A (Actively Interested); M (In Market)
Phone Products
Consumers that are actively shopping online for cell phones, smartphones, and their accessories.
I (Interested); B (Bought); A (Actively Interested); M (In Market)
Mobile Phones
Consumers that are actively shopping online for cell phones and smartphones.
I (Interested); B (Bought); A (Actively Interested); M (In Market)
Mobile Phone Accessories
Consumers that are actively shopping online for accessories for cellphones and smartphones.
I (Interested); B (Bought); A (Actively Interested); M (In Market)
Gift Buyer
Consumers that are actively shopping online for gifts, flowers, and food.
I (Interested); B (Bought); A (Actively Interested); M (In Market)
Flowers
Consumers that are actively shopping online for flowers.
I (Interested); B (Bought); A (Actively Interested); M (In Market)
Food Gifts
Consumers that are actively shopping online for food and snacks.
I (Interested); B (Bought); A (Actively Interested); M (In Market)
Table and Glassware
Consumers that are actively shopping online for tableware and glassware
I (Interested); B (Bought); A (Actively Interested); M (In Market)
Beauty
Consumers that are actively shopping online for health and beauty products.
I (Interested); B (Bought); A (Actively Interested); M (In Market)
Cosmetics
Consumers that are actively shopping online for cosmetics.
I (Interested); B (Bought); A (Actively Interested); M (In Market)
Hair Care
Consumers that are actively shopping online for hair care.
I (Interested); B (Bought); A (Actively Interested); M (In Market)
Perfume and Cologne
Consumers that are actively shopping online for perfume and cologne.
I (Interested); B (Bought); A (Actively Interested); M (In Market)
Skin Care
Consumers that are actively shopping online for skin care products.
I (Interested); B (Bought); A (Actively Interested); M (In Market)
Nutrition
Consumers that are actively shopping online for vitamins and nutrition products.
I (Interested); B (Bought); A (Actively Interested); M (In Market)
Home and Garden
Consumers that are actively shopping online for home and garden products.
I (Interested); B (Bought); A (Actively Interested); M (In Market)
Appliances
Consumers that are actively shopping online for appliances.
I (Interested); B (Bought); A (Actively Interested); M (In Market)
Bathroom
Consumers that are actively shopping online for bathroom sets.
I (Interested); B (Bought); A (Actively Interested); M (In Market)
Tools
Consumers that are actively shopping online for power tools, hand tools, and power equipment.
I (Interested); B (Bought); A (Actively Interested); M (In Market)
Linens and Bedding
Consumers that are actively shopping online for bedding.
I (Interested); B (Bought); A (Actively Interested); M (In Market)
Kitchen and Dining
Consumers that are actively shopping online for cooking supplies, tableware, and glassware.
I (Interested); B (Bought); A (Actively Interested); M (In Market)
Furniture
Consumers that are actively shopping online for furniture.
I (Interested); B (Bought); A (Actively Interested); M (In Market)
Garden and Patio
Consumers that are actively shopping online for garden, landscaping, and outdoor cooking supplies.
I (Interested); B (Bought); A (Actively Interested); M (In Market)
Garden Supplies
Consumers that are actively shopping online for garden supplies.
I (Interested); B (Bought); A (Actively Interested); M (In Market)
Home Decor
Consumers that are actively shopping online for home decor.
I (Interested); B (Bought); A (Actively Interested); M (In Market)
Home Improvement
Consumers that are actively shopping online for home improvement products.
I (Interested); B (Bought); A (Actively Interested); M (In Market)
Lamps and Lighting
Consumers that are actively shopping online for home lighting.
I (Interested); B (Bought); A (Actively Interested); M (In Market)
Pets and Supplies
Consumers that are actively shopping online for pet supplies.
I (Interested); B (Bought); A (Actively Interested); M (In Market)
Cats
Consumers that are actively shopping online for cat supplies.
I (Interested); B (Bought); A (Actively Interested); M (In Market)
Dogs
Consumers that are actively shopping online for dog supplies.
I (Interested); B (Bought); A (Actively Interested); M (In Market)
Jewelry
Consumers that are actively shopping online for jewelry and watches.
I (Interested); B (Bought); A (Actively Interested); M (In Market)
Men's Clothing
Consumers that are actively shopping online for men’s clothing and accessories.
I (Interested); B (Bought); A (Actively Interested); M (In Market)
Women's Clothing
Consumers that are actively shopping online for women’s clothing.
I (Interested); B (Bought); A (Actively Interested); M (In Market)
Women's Shoes
Consumers that are actively shopping online for women’s shoes.
I (Interested); B (Bought); A (Actively Interested); M (In Market)
Women's Accessories
Consumers that are actively shopping online for women’s accessories.
I (Interested); B (Bought); A (Actively Interested); M (In Market)
Sports and Outdoors
Consumers that are actively shopping online for sports equipment and outdoor gear.
I (Interested); B (Bought); A (Actively Interested); M (In Market)
Toys
Consumers that are actively shopping online for toys and games.
I (Interested); B (Bought); A (Actively Interested); M (In Market)
Video Games
Consumers that are actively shopping online for video games.
I (Interested); B (Bought); A (Actively Interested); M (In Market)

Life Stage

Field
Description
Possible Values
College Millennial
College Millennials are defined by their age and active presence on university and college campuses.
A (Active)
Expecting Parents
Expecting Parents are expecting a baby or likely to be expecting a baby, as defined by declared data, online shopping for maternity clothing, and website visitation to pregnancy and parental preparation content.
A (Active)
Getting Married
Individuals getting married are defined by their shopping behavior for engagement rings, wedding bands, wedding dresses, wedding shoes, wedding invitations, wedding flowers, and wedding decor.
A (Active)
Home Buyers
Home Buyers or likely to be homebuyers are defined by declared data, online shopping habits, and website visitation.
A (Active)
Moms
Moms are identified and powered by a core set of declared data at the individual level.
A (Active)
New Parent
New Parents are identified and defined by their demographics and shopping behavior for infant and baby clothing, baby feeding products, strollers, car seats, baby furniture, infant toys, and other baby gear.
A (Active)

Lifestyle

Field
Description
Possible Values
Adrenaline Junkie
Adrenaline Junkies are defined by their consistent shopping behavior for camping, hiking, biking, kayaking, skiing, snowboarding, and other outdoor adventure sports gear.
A (Active)
Beauty Maven
Beauty Mavens are defined by their consistent shopping behavior for beauty products such as cosmetics, hair care, skin care, perfume, and beauty tools.
A (Active)
Connected Home
Connected Home consists of consumers that shop across a variety of categories for the connected home, including lighting, security, thermostat, voice-controlled devices, etc. These shoppers are on the leading edge of having a home that is infused with all of the latest technology.
A (Active)
Cord Cutters
Cord Cutters are defined by their cutting of traditional media services like cable, being at the front of the pack for new and streaming technology solutions, and relying heavily upon mobile and connected devices for their content consumption.
A (Active)
Design Aficionados
Design Aficionados are defined by their consistent shopping behavior for products to beautify their homes such as furniture, home decor, curtains and drapes, rugs, bedding sets, and table linens.
A (Active)
DIY Neighbor
DIY Neighbors are defined by their consistent shopping behavior for DIY products such as power tools, flooring supplies, plumbing supplies, building supplies, hardware, electrical supplies, and power equipment.
A (Active)
Early Tech Adopters
Early Tech Adopters are defined by being at the front of the pack with new technology purchases and influencers in their circles. The products and brands they shop for, general demographics, and website content consumption determine membership in this audience.
A (Active)
Fashionista
Fashion Insiders are defined by their consistent shopping behavior for handbags, shoes, dresses, jewelry, and other fashion accessories.
A (Active)
Fitness Buffs
Fitness Buffs are defined by their consistent shopping behavior for fitness equipment, activewear, yoga and pilates gear, vitamins, and nutritional supplements.
A (Active)
Gamers
Gamers are defined by their core demographic of males 18 to 44 and consistent shopping behavior in video games, video game consoles, computers, and electronics.
A (Active)
Gearhead
Gearheads are defined by their consistent shopping behavior for auto parts, auto accessories, and tires.
A (Active)
Family CEO
Family CEOs are defined by their consistent shopping behavior for baby and kids items, products for the kitchen and home, and items for pets.
A (Active)
Outdoors Person
Outdoors People are defined by their consistent shopping behavior for hunting, fishing, boating, camping, and hiking gear.
A (Active)
Pet Lovers
Pet Lovers are defined by their consistent shopping behavior for toys, food, health items, and accessories for their dogs, cats, and other pets.
A (Active)
Team Players
Team Players are defined by their consistent shopping behavior for baseball, softball, football, basketball, volleyball, and hockey gear.
A (Active)
Tech Enthusiast
Tech Fans are defined by their consistent shopping behavior for computers and electronics such as smartphones, tablets, TVs, speakers and headphones, and digital cameras.
A (Active)

Shopper Type

Field
Description
Possible Values
Luxury Shopper
Luxury Shoppers are defined by shopping behavior for high-end fashion and luxury brands from higher-end merchants.
I (Interested); B (Bought); A (Actively Interested); M (In Market)
Big Spender
Big Spenders are defined by making big purchases or spending a large amount.
I (Interested); B (Bought); A (Actively Interested); M (In Market)
Online Buyer
Online Buyers are verified online buyers across the retail vertical.
I (Interested); B (Bought); A (Actively Interested);M (In Market)
Deal Seeker
Deal Seekers are defined by shopping behavior such as using coupons, buying from budget focused stores, and using deal, coupon, and comparison shopping sites.
I (Interested); B (Bought); A (Actively Interested); M (In Market)

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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