Population Segments

A reference for users, Motionworks provides population segment references with the segment sources, and published segments can be added to Motionworks products generally.

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Motionworks provides much of its data referenced to geo-demographic cohorts of the population. In addition, behavioral and commercial 3rd party segmentation systems may be used to cross-classify any number of refined population segments, custom for any customer.

Demographics

Motionworks includes the following core demographic attributes for customers to create custom population segments.

Demographics for populations in the United States:

Age - Age (up to 100).
Gender - Gender following US Census Bureau's sex classification.
Race - Race following US Census Bureau's race classifications.
Hispanic - Hispanic origin following the US Census Bureau's Ethnicity classification, where people may be any race but identify as Hispanic, Latino, or Spanish.
Worker - Worker status using the US Census definition of worker in the American Community Survey.
Language - Language spoken at home (English, Spanish, other).
Household Type - Distinguishes "households" from Institutional and Non-institutional Group Quarters.
Household Size - The number of people living in the household.
Household Children - Presence of children (age less than 18yrs) in the household.
Household Income - Total household income (USD) reported, adjusted for inflation.
Household Vehicles - Number of vehicles available to the household.

3rd Party Segmentation Systems

Detailed descriptions and sources for the 3rd Party Segmentation Systems are provided on the pages linked below:

Schema

Motionworks delivers Segments via Snowflake or can be delivered using a compressed flat file output (csv.gz) via cloud storage. The following describes the schema.

Name	Description	Type	Example
motionworks_segment_id	Unique identifier for the Customer's population segment, including customer's identifier and description.	string	a0445aed-cda4-4d74-bc01-894f415412c2
customer_id	Customer Account Number	integer	30
customer_name	Customer Account Name	string	Motionworks
customer_segment_id	Customer Segment Identifier	string	age_21plus
customer_segment_name	Customer Segment Name or Description	string	Population, Age 21+
year	Year of the Popcast™ Digital Population being summarized.	integer	2022
age_min	Filter on the age of people to include. If `null` then no restriction. Values must be greater than 0.	integer	21
age_max	Filter on the age of people to include. If `null` then no restriction. Values must be less than 100.	integer	54
gender	Filter on the gender of people to include. If `null` then no restriction. Values must be either `null`, `f` (female), or `m` (male).	string	f
races	Filter on the race of people to include. If `null` then no restriction. Values follow US Census Bureau classifications: white = White black = Black or African American native = American Indian or Alaska Native asian = Asian islander = Native Hawaiian or Other Pacific Islander other = Other multiple = Multiple	JSON [string]	["asian"]
hispanic	Filter on people who identify as Hispanic to be included. If `null` then no restriction. Values follow US Census Bureau classifications.	boolean	true
worker	Filter on the Worker status of people to include. If `null` then no restriction. Values follow the US Census definition of worker in the American Community Survey.	boolean	true
language	Filter on people using the language spoken in the home. If `null` then no restriction. Values may include: english spanish other	JSON [string]	["spanish"]
household_size_min	Filter on people using the number of people that live in their household. If `null` then no restriction. Values must be greater than 0.	integer	2
household_size_max	Filter on people using the number of people that live in their household. If `null` then no restriction. Values must be less than 20.	integer	6
household_children	Filter on people using the condition of if there are children (age less than 18yrs) that also live in their household. If `null` then no restriction.	boolean	true
household_income_min	Filter on people that live in a household with a Total household income reported (USD - adjusted for inflation) above this value. If `null` then no restriction. Values may be negative (i.e. Self-employment Income, Interest, Dividends, or Net Rental Income)	integer	85000
household_income_max	Filter on people that live in a household with a Total household income reported (USD - adjusted for inflation) below this value. If `null` then no restriction.	integer	199999
household_vehicles_min	Filter on people using the number of vehicles available to their household. If `null` then no restriction. Values must be greater than 0.	integer	1
household_vehicles_max	Filter on people using the number of vehicles available to their household. If `null` then no restriction. Values must be less than 6.	integer	2
prizm_segments	Filter on people that live in a household classified as any of the listed Claritas PRIZM Segments. Only the primary segments, which may be represented as an integer value, may be included. If `null` then no restriction.	JSON [integer]	[54]
consumer_segments	Filter on people associated with any listed Claritas Consumer Segments. If `null` then no restriction.	JSON [string]	["afdb2350-3a53-4c3f-a707-faa0f4cda695", "c43a56df-ffc1-4513-93da-82e51ea9a9d4"]

Updated 6 months ago