Data Dictionary - WordPress.com · i360 fully integrates and continually updates a database that includes more than 190 million active voters and 250 million U.S. consumers — with

Data DictionaryVoter & Consumer Data

i360 fully integrates and continually updates a database that includes more than 190 million active voters and 250 million U.S. consumers — with hundreds of data points on each. Beyond what you see here, i360 collects extensive political identification and coalition data, by way of in-person, phone and online surveys as well as through partner relationships. Through either a subscription or one-time list, i360 clients can leverage all of this data for any messaging channel.

i360 DATA DICTIONARY | 2 VOTER & CONSUMER DATA

VOTER INFORMATION AND VOTING HISTORY

Unique ID

State State in which the individual was imported.

Salutation Salutation of the individual.

First Name First Name of the individual.

Middle Name Middle Name of the individual.

Last Name Last Name of the individual.

Gender Gender of the individual.

Date of Birth Date of Birth.

Year of Birth Year of Birth.

Month of Birth Month of Birth.

Day of Birth Day of Birth.

Age Range Age Range.

Voter ID of the individual, as provided by the state.

Is Registered Flag that indicates if the individual is registered or not.

Is New Voter Individual registered within the last 12 months in a given state and has no vote history in that state.

Most Recent Registration Flag that indicates if this is the most recent registration of this individual; designed for people with multiple registrations.

Voter Registration Date Date voter registered or changed registration as provided by the state or county.

Registered Political Party Varies by state.

Registration Active Status Values: A=Active, I=Inactive, C=Cancelled, D=Deceased


Voter - Permanent Absentee Flag Indicates if voter is on permanent absentee voting list.

Vote History Taxonomy - General Election

The number of times an individual voted in a general election in the last 4 election cycles, with those election cycles depending on the state.

Vote History Taxonomy - Primary Election

The number of times an individual voted in a primary election in the last 4 election cycles, with those election cycles depending on the state.

Primary Ballot Indicator FieldValues: 0 = No Primary Activity, 1 = Only Voted GOP Ballots, 2 = Voted Majority of GOP Ballots, 3 = Voted Equal Number of Dem & GOP Ballots, 4 = Voted Majority Dem Ballots, 5 = Only Voted Dem Ballots

2000 - 2016 General & Primary Vote History

Values: 0 = Did Not Vote (if known), 1 = Voted (general and closed/non-partisan primary), 2 = Voted by Absentee/Mail (if known- general and closed/non-partisan primary), 3 = Republican Ballot (if known- open primary only), 4 = Republican Absentee/Mail Ballot (if known- open primary only), 5 = Democrat Ballot (if known- open primary only), 6 = Democrat Absentee/Mail Ballot (if known- open primary only), 7 = Voted Early (general and closed/non-partisan primary), 8 = Republican Early Ballot (if known- open primary only), 9 = Democrat Early Ballot (if known- open primary only)

HOUSEHOLD INFORMATION

Next Household Member First Name First name of the household member in the mailing household of the UID.

Next Household Member Middle Name Middle name of the household member in the mailing household of the UID.

Next Household Member Last Name Last name of the household member in the mailing household of the UID.

Household Member Rank Rank of the UID in this household compared to this household member.

Residence Household ID i360 Household ID based on residence address.

Number in Residence Household Number of individuals in the residence household.

Mailing Address Household ID i360 Household ID based on mailing address.

Number in Mailing Household Number of individuals in the mailing household.

Phone Number Stores the best phone number available for an individual; could be a landline or a cellphone.

Phone Number Source Source of the phone number.

Phone Line Type Type of Phone Line.

Cell Phone Number Stores the best cell phone number available for an individual.


DEMOGRAPHICS

Number of Children Indicates the number of household members determined to be children. Not the same as number of children names.

Female Occupation Code Indicates occupation of a female present in the household. Information is gathered via survey and public records.

Grandparent in HouseholdIndicates grandparent or grandchildren present in the household.Information is gathered via survey response or inferred data (i.e. a three generational household).

Male Occupation Code Indicates occupation of a male present in the household. Information is gathered via survey and public records.

Selected Member Marital Status Code

Marital status of individual household member. Information is gathered from reported sources and consumer modeling.

Selected Member Work at Home Indicator Indicates an individual in the household works at home.

POLITICAL GEOGRAPHY

County Census County that the individual resides in.

County Name County name for the county that the individual resides in.

2010 Congressional District 2010 Congressional District that the individual resides in.

2010 State Senate District 2010 Senate District that the individual resides in.

2010 State Legislative District 2010 Legislative District that the individual resides in.

2010 Judicial District 2010 Judicial District that the individual resides in.

2010 Congressional District - Geocoded i360 estimated Congressional District that the individual resides in.

2010 State Senate District - Geocoded i360 estimated Senate District that the individual resides in.

2010 State House District - Geocoded i360 estimated Legislative District that the individual resides in.

2000 Congressional District 2000 Congressional District that the individual resides in.

2000 State Legislative District 2000 Senate District that the individual resides in.

2000 State Senate District 2000 Legislative District that the individual resides in.

Municipality/Town Code Municipality/town code of the state that the individual resides in.


Municipality/Town Name Municipality/town name of the state that the individual resides in.

TownshipIn states west of the Appalachians, townships operate municipal corporations created by the Public Land Survey System. They are analogous to towns in New England, New Jersey, and Pennsylvania.

Ward Number Ward of the state that the individual resides in.

Precinct Number Precinct number of the state that the individual resides in.

Precinct Number Split Split precinct code when precincts are split by political geography.

Precinct Subdivision Code/Ballot Box Precinct subdivision code/ballot box of the state that the individual resides in.

Precinct Name Precinct name of the state that the individual resides in.

Vintage CD, SD and LD Values before or after redistricting.

Registration Geography Geography for the individual: for voters, the registration address is used; for non-voters their mailing address is used.

Registration Geometry Geometry for the individual: for voters, the registration address is used; for non-voters their mailing address is used.

Address Different Registration address is different than the mailing address.

Registration Location ID Location ID for the registration address of the individual; The default Value is 0 for individuals that do not have a registration address.

Registration Address Line 1 Address line 1 for the registration address of the individual.

Registration Address Line 2 Address line 2 for the registration address of the individual.

Registration Address City City for the registration address of the individual.

Registration Address State State for the registration address of the individual.

Registration Address Zip5 Zip5 for the registration address of the individual.

Registration Address Zip4 Zip4 for the registration address of the individual.

Registration Address FIPS code Census FIPS code for the registration address of the individual (obtained via

Registration Address County County name for the registration address of the individual.

Registration Address House Number House number for the registration address of the individual.


Registration Address House Example: “123 1/2 Main Street”, would hold a Value of “1/2”.

Registration Address Direction Before Street Name Direction prior to the street name for the registration address of the individual.

Registration Address Street Name Street name for the registration address of the individual.

Registration Address Direction After Street Name Direction after the street name for the registration address of the individual.

Registration Address Street Type Street type for the registration address of the individual. Example: Street, Boulevard

Registration Address Building Type Building type for the registration address of the individual.

Registration Address Building Number Building number for the registration address of the individual.

Registration Address House Number Odd/Even

House number is odd or even; Used during generation of Walk Lists to indicate the side of the street for the address’s physical location.

Registration Address Delivery Point Code

Delivery Point Code (DPC) for the registration address of the individual. The DPC code consists of the ZIP + 4 plus the last two digits of the primary address

Registration Address Delivery Point Check Device

Delivery Point Check Device (DPCD) for the registration address of the individual. It is an optional check digit if provided by the vendor supplying the address data. The delivery point check digit (or correction character) is a number that is added to the sum of the other digits in the delivery point barcode (DPBC) to yield a number that is a multiple of ten.

Registration Address USPS Carrier Route

USPS carrier route code for the registration address of the individual; A postal carrier route is the group of addresses to which the USPS assigns the same code to aid in mail delivery. The USPS code consists of 9 digits: 5 numbers for the ZIP Code, one letter for the carrier route type, and 3 numbers for the carrier route

Values. Values: C = Carrier Delivery, R = Rural route, B = PO Box, H = Highway, Blank = Unassigned or N/A.

Registration Address Enhanced Line of Travel

Enhanced Line of Travel was developed by the USPS to give mailers the ability to sort their mailings in approximate carrier-casing sequence. MLOT provides

add-on range within the carrier route, and the ascending/descending code that indicates the approximate delivery order within the sequence number.

Registration Address Block Group, Census 2010

A cluster of 2010 census blocks, designated as the leftmost 12 characters of a census block; It is the smallest geography that can be used for census ACS data from 2010 to 2019.

Registration Address FIPS code, Census 2010

A legal division used in all states except AK (which uses boroughs), designated by a FIPS (Federal Information Processing Series) code, and as the left most 5 characters of a census block.


Registration Address Tract, Census 2010

A census geography between county and block group in hierarchy; Designated as the leftmost 11 characters of a census block from 2010 to 2019.

Registration Address VTD, Census 2010

A generic name used by the census for precincts, wards, and election districts, drawn to represent those geographies during the 2008 general election.

Registration Address Census Tract and Block Group number within the tract.

MAILING ADDRESS INFORMATION

Mailing Address Location ID Location ID for the mailing address of the individual; The default Value is 0 for individuals that do not have a mailing address.

Mailing Address Line 1 Address line 1 for the mailing address.

Mailing Address Line 2 Address line 2 for the mailing address.

Mailing Address City City for the mailing address.

Mailing Address State State for the mailing address.

Mailing Address Zip5 Zip5 for the mailing address.

Mailing Address Zip4 Zip4 for the mailing address.

Mailing Address FIPS Census FIPS code for the mailing address of the individual; It is obtained via

Mailing Address County County name for the mailing address of the individual.

Mailing Address House Number House number for the mailing address of the individual.

Mailing Address House Example: “123 1/2 Main Street”, would hold a Value of “1/2”

Mailing Address Direction Before Street Name Direction prior to the street name for the mailing address of the individual.

Mailing Address Street Name Street name for the mailing address of the individual.

Mailing Address Direction After Street Name Direction after to the street name for the mailing address of the individual.

Mailing Address Street Type Street type for the mailing address of the individual. Example: Street, Boulevard


Mailing Address Building Type Building type for the mailing address of the individual.

Mailing Address Building Number Building number for the mailing address of the individual.

Mailing Address House Number Odd/Even

House number is Odd or Even; Used during generation of walk lists to indicate the side of the street of the address physical location.

Mailing Address Delivery Point Code

Delivery Point Code (DPC) for the mailing address of the individual; The DPC code consists of the ZIP + 4 plus the last two digits of the primary address

Mailing Address Undeliverable Indication that mail cannot be delivered to this mailing address.

Mailing Address Minor Civil Divisions

Minor Civil Divisions are recognized in 29 states and represent various entities such as towns, townships, boroughs, commissioner districts, magisterial districts, etc.

Mailing Address CASS for assigned records only. Values: F= Firm, G= General Delivery, H= High-Rise, P= PO Box, R= Rural Route or Highway, S= Street

Mailing Address NCOA National Change of Address (NCOA )Move Codes. Values: M= Moved, G= Box Closed, K= Moved No Forward Address, F= Moved Foreign Country

Mailing Address NCOA Type NCOA Match Type. Values: I= Individual Match, F= Family Match, B= Business Name

Mailing Address NCOA Date NCOA Date of Move “YYYYMM”.

Teleatlas LatitudeThe latitude value provided by Teleatlas geocoding; It stores the latitude corresponding to the registration address for voters and mailing address for non-voters.

Teleatlas LongitudeThe longitude value provided by Teleatlas geocoding It stores the longitude corresponding to the registration address for voters and mailing address for non-voters.

Teleatlas Latitude/Longitude Match Level

The level of latitude/longitude match of address provided by a geodata source (registration address is used for voters and mailing address is used for non-voters).

Navtech LatitudeThe latitude value provided by Navtech Street geocoding; It stores the latitude corresponding to the registration address for voters and mailing address for non-voters.

Navtech LongitudeThe longitude value provided by Navtech Street geocoding; It stores the longitude corresponding to the registration address for voters and mailing address for non-voters.

Navtech Latitude/Longitude Match Level

The level of latitude/longitude match of address provided by a geodata source (registration address is used for voters and mailing address is used for non-voters).

Navtech Parcel LatitudeThe latitude value provided by Navtech Parcel geocoding; it stores the latitude corresponding to the Registration address for voters and Mailing address for non-voters.


Navtech Parcel LongitudeThe longitude value provided by Navtech Parcel geocoding; It stores the longi-tude corresponding to the registration address for voters and mailing address for non-voters.

Navtech Parcel Latitude/Longitude Match Level

Level of latitude/longitude match of address provided by a geodata source. Registration address is used for voters and mailing address is used for non-voters.

HOME INFORMATION

Actual Home ValueEstimated home value based on a complex set of business rules involving the use of regression models, public record and self-reported data, as well as Census 2010 data.

Home Arrival Year Used to derive Length of Residence.

Home Financing Type consumer modeled or tax assessor / deed data.

Age of Home Calculation based on year dwelling built. Information is gathered via public tax, Census 2010 and deed data.

Home Size Square footage of dwelling (no implied decimal). Blank if not available.

Home Location Type Code Indicates the type of structure associated with address.

Lot Size Number of acres (nnnnn) associated with property address. Information is gathered from tax assessor data.

Household Member Count Number of individuals in the household.

Mortgage Present Indicates household member is associated with the property/mortgage data present elsewhere in the record.

Likelihood Home is Owned or Rented Score indicating likelihood that the household owns their home or is renting.

Number of Rooms at Location Number of rooms in dwelling unit. Information is gathered from tax assessor data.

Sale Date Date of property sale (mm/dd/yyyy). Note: Presence of a date does not indicate new home owner. Information is gathered via tax or deed data.

Year Home BuiltYear (yyyy) dwelling built. If reported data is not available, Census median year built is used (inferred). Information is gathered from tax and deed data or Census 2010.

Years in Residence at Location The difference (in months) between arrival date and current (system) date, converted to number of years.


LIFESTYLE

Interest in Boating and/or Sailing Indicates someone in the household has an interest in boating / sailing. Information is gathered via survey response or reported boat license.

Interest in Books or Recorded Music

Indicates someone in the household has either purchased books, records, video tapes and/or CDs via mail or is interested in reading, viewing, and/or listening to

technology and self-improvement. Information is gathered via survey response.

Interest in Camping Indicates someone in the household is interested in camping. Information is gathered via survey response.

Interest in Cars / Automotive Enthusiast

Indicates someone in the household is interested in cars. Information is gathered via survey response.

Interest in Children’s ProductsIndicates someone in the household has purchased children’s items such as clothes, books, toys, etc. via mail. Focus on children under age 14. Information is gathered via survey response.

Interest in Collectibles Indicates someone in household has either purchased collectibles via mail or has indicated an interest in collectibles. Information is gathered via survey response.

Computer Owner Indicates personal computer in the household. Information is gathered via survey response.

Interest in Cooking Indicates someone in the household is interested in cooking. Information is gathered via survey information.

Interest in Crafts, Sewing, or Needlework

Indicates someone in the household has purchased handicraft/hobby items via mail and/or has an interest in handicrafts, sewing, and/or needlework. Information is gathered via survey response.

Interest in Housekeeping/Kitchen/Decorating

Indicates someone in the household has purchased kitchen/home decorating products via mail. Information is gathered via survey response.

Interest in Diet/Weight Loss Indicates someone in the household has an interest in diet weight loss.Information is gathered via survey response.

Dog OwnerIndicates someone in the household acknowledged ownership of one or more dogs. Set during enrichment; never reset as long as the household remains in the database at this address. Information is gathered via survey response.

Interest in Home Workshop/ Do-It-Yourself

Indicates someone in the household has a home workshop or is interested in “Do It Yourself” projects. Information is gathered via survey response.

Interest in Consumer ElectronicsIndicates someone in the household has purchased electronic products via mail - includes 35mm cameras, VCRs, stereo equipment, video cameras, etc. Average expenditure exceeds $300. Information is gathered via survey response.

Interest in Fishing gathered via survey response.

Interest in Fitness/Sports/ Health/Diet

Indicates someone in the household has purchased health and sports related products via mail (bicycles, treadmills, specialty exercise equipment, etc.) and/or engages in physical activity (walking, running, cycling, skiing, tennis), and/or consumes health foods/vitamins, and/or is dieting. Information is gathered via survey response.


Interest in Food & WineIndicates someone in the household has purchased food and wine via mail (fruit, cakes, meats, cheeses, wine, etc.) and/or has expressed an interest in gourmet foods and wine. Information is gathered via survey response.

Interest in Foreign Travel Indicates someone in the household has an interest in foreign travel.

Interest in Sweepstakes, GamblingIndicates someone in the household responded to mail offers, including sweep-

opportunities, etc. Information is gathered via survey response.

Interest in GardeningIndicates someone in household has purchased garden/landscape products

Information is gathered via survey response.

Interest in Golf Indicates someone in the household is interested in golf. Information is gathered via survey, subscription, or reported information.

Interest in Hunting Indicates someone in the household is interested in hunting. Information is gathered via survey response.

Early Internet Adopter Model A regression technique is used to predict the likelihood that the household uses the internet.

Investments Other Than Stocks & Bonds

Indicates evidence of investments other than stocks/bonds i.e. annuities, tax free instruments, mutual funds, real estate, IRAs, CDs, estate planning or interest in same. Information is gathered via survey response.

Fashion and Jewelry Interest Indicates someone in the household has either purchased jewelry/fashion apparel via mail or is interested in fashion apparel.

Magazine SubscriberIndicates someone in the household subscribes to one or more magazines/peri-odicals (typically house/home and general interest publications). Information is gathered via survey response or 3rd party vendor.

Magazine Subscriber, Survey, Sweepstakes

Indicates someone in the household subscribed to one or more magazines or publications, responded to a survey, or entered a sweepstakes within the past 2 years. Information is gathered via survey, subscription, or reported information.

Mail Order Buyer Indicates someone in the household made a purchase via mail within the past 4 years. Information is gathered via survey, subscription, or reported information.

Mail Responsive CurrentlyIndicates someone in the household subscribed to one or more magazines or publications, responded to a survey, or entered a sweepstakes within the past 2 years. Information is gathered via survey, subscription, or reported information.

Interest in Outdoors Recreation

Indicates someone in the household has purchased health and sports related products via mail (bicycles, specialty exercise equipment, etc.) and/or engages

nd/or has an interest in wildlife. Information is gathered via survey response.

Pet Owner Indicates someone in household is a pet owner. Set during enrichment; never reset as long as the household remains in the database at this address.


Interest in Photography/ Videography

Indicates someone in the household has either acknowledged owning a camera and/or has indicated photography is a hobby or area of interest. Information is gathered via survey response.

Interest in Stocks/Bonds Investments

Indicates someone in the household has investments and/or interested in investments - includes stocks/bonds, tax free instruments, mutual funds, IRAs and CDs. Information is gathered via survey response.

Interest in Travel, Arts, Entertainment

Indicates someone in the household is interested in travel and entertainment

auto clubs, art events, and the performing arts. Information is gathered via survey, subscription, or reported information.

Veteran in Household Indicates someone in the household is a military service veteran. Information is gathered via survey response.

CONSUMER BEHAVIOR

Ethnic Product African American Interest in African American ethnic products. Data sourced from product purchases, subscriptions and surveys. Score indicates the strength of interest.

Apparel Accessory Interest in accessories. Data sourced from product purchases, subscriptions and surveys. Score indicates the strength of interest.

ApparelInterest in all Apparel Categories - includes accessories, kids, men’s, men’s fashion, women’s, women’s fashions. Data sourced from product purchases, subscriptions and surveys. Score indicates the strength of interest.

Apparel Kids Interest in children’s apparel. Data sourced from product purchases, subscriptions and surveys. Score indicates the strength of interest.

Apparel Men Interest in men’s apparel. Data sourced from product purchases, subscriptions and surveys. Score indicates the strength of interest.

Apparel Women Interest in women’s apparel. Data sourced from product purchases, subscriptions and surveys. Score indicates the strength of interest.

Culture Arts Interest in culture/arts i.e., antiques, operas and events. Data sourced from product purchases, subscriptions and surveys. Score indicates the strength of interest.

Ethnic Product Asian Interest in Asian ethnic products. Data sourced from product purchases, subscriptions and surveys. Score indicates the strength of interest.

Auto Interest in all automotive categories - trucks, racing, etc. Data sourced from product purchases, subscriptions and surveys. Score indicates the strength of interest.

AviationInterest in anything to do with real aviation - not model planes. Data sourced from product purchases, subscriptions and surveys. Score indicates the strength of interest.

Bargains Interest in discount shopping, uses coupons. Data sourced from product purchases, subscriptions and surveys. Score indicates the strength of interest.

Sports Baseball Interest in baseball. Data sourced from product purchases, subscriptions and surveys. Score indicates the strength of interest.


Sports Basketball Interest in basketball. Data sourced from product purchases, subscriptions and surveys. Score indicates the strength of interest.

Beauty Interest in beauty and cosmetic products. Data sourced from product purchases, subscriptions and surveys. Score indicates the strength of interest.

Bible Interest in Bible/devotional. Data sourced from product purchases, subscriptions and surveys. Score indicates the strength of interest.

Birds Interest in bird watching (not pet related). Data sourced from product purchases, subscriptions and surveys. Score indicates the strength of interest.

Outdoors Boating Sailing Interest in boating and sailing. Data sourced from product purchases, subscriptions and surveys. Score indicates the strength of interest.

Publish Books Interest in buying published books. Data sourced from product purchases, subscriptions and surveys. Score indicates the strength of interest.

Business Data sourced from product purchases, subscriptions and surveys. Score indicates the strength of interest.

Buy Internet Interest in internet buying (purchases on the internet). Data sourced from product purchases, subscriptions and surveys. Score indicates the strength of interest.

Outdoors Camp Interest in camping and hiking. Data sourced from product purchases, subscriptions and surveys. Score indicates the strength of interest.

Catalog Interest in catalogs and purchases. Data sourced from product purchases, subscriptions and surveys. Score indicates the strength of interest.

Pet Cats Interest in cats. Data sourced from product purchases, subscriptions and surveys. Score indicates the strength of interest.

Collectibles Interest in collectibles. Data sourced from product purchases, subscriptions and surveys. Score indicates the strength of interest.

College related items). Data sourced from product purchases, subscriptions and surveys. Score indicates the strength of interest.

Computers Interest in computers. Data sourced from product purchases, subscriptions and surveys. Score indicates the strength of interest.

Cooking Interest in cooking. Data sourced from product purchases, subscriptions and surveys. Score indicates the strength of interest.

CraftsInterest in all craft categories - includes crochet, knit, needlepoint, quilt, sewing. Data sourced from product purchases, subscriptions and surveys. Score indicates the strength of interest.

Crafts Crochet Interest in crochet. Data sourced from product purchases, subscriptions and surveys. Score indicates the strength of interest.


Travel Cruise Interest in travel cruises. Data sourced from product purchases, subscriptions and surveys. Score indicates the strength of interest.

Current Events Interest in purchasing current events magazines. Data sourced from product purchases, subscriptions and surveys. Score indicates the strength of interest.

Health Diet Interest in diet (losing weight). Data sourced from product purchases, subscriptions and surveys. Score indicates the strength of interest.

Pets Dogs Interest in dogs. Data sourced from product purchases, subscriptions and surveys. Score indicates the strength of interest.

EgoInterest in personalized products, including monograms. Data sourced from product purchases, subscriptions and surveys. Score indicates the strength of interest.

ElectronicsInterest in non audio/visual electronics, including plug-in electronics. Data sourced from product purchases, subscriptions and surveys. Score indicates the strength of interest.

FamilyInterest in family/child oriented magazines, products etc. Data sourced from product purchases, subscriptions and surveys. Score indicates the strength of interest.

Publish Fiction and surveys. Score indicates the strength of interest.

Outdoors Fishing surveys. Score indicates the strength of interest.

Health Fitness subscriptions and surveys. Score indicates the strength of interest.

Sports Football Interest in football. Data sourced from product purchases, subscriptions and surveys. Score indicates the strength of interest.

Foreign Travel Interest in foreign cruises. Data sourced from product purchases, subscriptions and surveys. Score indicates the strength of interest.

Gambling Interest in casinos (excludes sweepstakes). Data sourced from product purchases, subscriptions and surveys. Score indicates the strength of interest.

Games Interest in games. Data sourced from product purchases, subscriptions and surveys. Score indicates the strength of interest.

Gardening subscriptions and surveys. Score indicates the strength of interest.

Gift GiverInterest in sending gifts from catalogs and/or sends magazine subscriptions as a gift (excludes donors to charitable organizations). Data sourced from product purchases, subscriptions and surveys. Score indicates the strength of interest.

Sports Golf Interest in golf. Data sourced from product purchases, subscriptions and surveys. Score indicates the strength of interest.


Cooking Gourmet Interest in gourmet foods. Data sourced from product purchases, subscriptions and surveys. Score indicates the strength of interest.

Health purchases, subscriptions and surveys. Score indicates the strength of interest.

High TechInterest in cutting edge and new gadgets (early adopters of new gadgets). Data sourced from product purchases, subscriptions and surveys. Score indicates the strength of interest.

Ethnic Products Hispanic Interest in Hispanic ethnic products. Data sourced from product purchases, subscriptions and surveys. Score indicates the strength of interest.

History American Interest in American history. Data sourced from product purchases, subscriptions and surveys. Score indicates the strength of interest.

History Interest in history. Data sourced from product purchases, subscriptions and surveys. Score indicates the strength of interest.

HobbiesInterest in general hobbies (excludes crafts or collectibles). Data sourced from product purchases, subscriptions and surveys. Score indicates the strength of interest.

Sports Hockey Interest in hockey. Data sourced from product purchases, subscriptions and surveys. Score indicates the strength of interest.

Home Decorating Interest in home decorating/furnishings. Data sourced from product purchases, subscriptions and surveys. Score indicates the strength of interest.

subscriptions and surveys. Score indicates the strength of interest.

Equestrian Interest in horses. Data sourced from product purchases, subscriptions and surveys. Score indicates the strength of interest.

Humor Interest in humor/comics. Data sourced from product purchases, subscriptions and surveys. Score indicates the strength of interest.

Outdoors Hunting Interest in hunting. Data sourced from product purchases, subscriptions and surveys. Score indicates the strength of interest.

InspirationInterest in inspirational, motivational, self help products and magazines. Data sourced from product purchases, subscriptions and surveys. Score indicates the strength of interest.

Internet Access Interest in internet access. Data sourced from product purchases, subscriptions and surveys. Score indicates the strength of interest.

Internet Interest in internet - includes access and buyers. Data sourced from product purchases, subscriptions and surveys. Score indicates the strength of interest.


Crafts Knit Interest in knitting. Data sourced from product purchases, subscriptions and surveys. Score indicates the strength of interest.

Publish Magazines Interest in magazines. Data sourced from product purchases, subscriptions and surveys. Score indicates the strength of interest.

Apparel Men Fashions Interest in men's fashions. Data sourced from product purchases, subscriptions and surveys. Score indicates the strength of interest.

High Ticket Mail Order Buyer Indicates someone in the household has purchased a high ticket product via mail (average price of $100). This would include artifacts and antiques.

TV Movies Interest in entertainment, movies, etc. Data sourced from product purchases, subscriptions and surveys. Score indicates the strength of interest.

Motorcycles Interest in motorcycles. Data sourced from product purchases, subscriptions and surveys. Score indicates the strength of interest.

Music Interest in audio and music. Data sourced from product purchases, subscriptions and surveys. Score indicates the strength of interest.

Crafts Needlepoint Interest in needlepoint. Data sourced from product purchases, subscriptions and surveys. Score indicates the strength of interest.

and surveys. Score indicates the strength of interest.

OceanInterest in the coast - Including magazines and products (lighthouses on checks etc.). Data sourced from product purchases, subscriptions and surveys. Score indicates the strength of interest.

OutdoorsInterest in the outdoors - includes boating & sailing, camping, hunting, hiking, &

indicates the strength of interest.

Pets Interest in pets. Data sourced from product purchases, subscriptions and surveys. Score indicates the strength of interest.

Photography Interest in photography - includes photo processing. Data sourced from product purchases, subscriptions and surveys. Score indicates the strength of interest.

Photo Processing Interest in photo processing. Data sourced from product purchases, subscriptions and surveys. Score indicates the strength of interest.

Publish Interest in publications - includes books and magazines. Data sourced from product purchases, subscriptions and surveys. Score indicates the strength of interest.

Crafts Quilt Interest in quilting. Data sourced from product purchases, subscriptions and surveys. Score indicates the strength of interest.

Auto Racing Interest in auto racing. Data sourced from product purchases, subscriptions and surveys. Score indicates the strength of interest.


Rural Interest in farming. Data sourced from product purchases, subscriptions and surveys. Score indicates the strength of interest.

Science Interest in science, includes physics, etc. Data sourced from product purchases, subscriptions and surveys. Score indicates the strength of interest.

Publish Science Fiction subscriptions and surveys. Score indicates the strength of interest.

Seniors Interest in buying non-age related senior products. Data sourced from product purchases, subscriptions and surveys. Score indicates the strength of interest.

Crafts Sew Interest in sewing. Data sourced from product purchases, subscriptions and surveys. Score indicates the strength of interest.

Sports Ski Interest in skiing. Data sourced from product purchases, subscriptions and surveys. Score indicates the strength of interest.

Sports Soccer Interest in soccer. Data sourced from product purchases, subscriptions and surveys. Score indicates the strength of interest.

SportsInterest in sports - includes baseball, basketball, football, golf, hockey, soccer, tennis, etc. Data sourced from product purchases, subscriptions and surveys. Score indicates the strength of interest.

Collectibles Stamps Coins Interest in collecting stamps and/or coins. Data sourced from product purchases, subscriptions and surveys. Score indicates the strength of interest.

OceanInterest in the coast - Including magazines and products (lighthouses on checks etc.). Data sourced from product purchases, subscriptions and surveys. Score indicates the strength of interest.

Stationery Interest in writing, stationery and related products. Data sourced from product purchases, subscriptions and surveys. Score indicates the strength of interest.

Finance Stocks and Bonds mutual funds, IRAs, CDs, etc. Data sourced from product purchases, subscriptions and surveys. Score indicates the strength of interest.

Sweeps Interest in sweepstakes offers. Data sourced from product purchases, subscriptions and surveys. Score indicates the strength of interest.

Sports Tennis Interest in tennis. Data sourced from product purchases, subscriptions and surveys. Score indicates the strength of interest. .

Tobacco Interest in tobacco products. Data sourced from product purchases, subscriptions and surveys. Score indicates the strength of interest.

Travel Interest in any kind of travel - includes cruises, RV, US. Data sourced from product purchases, subscriptions and surveys. Score indicates the strength of interest.

Travel RV Interest in recreational vehicles travel. Data sourced from product purchases, subscriptions and surveys. Score indicates the strength of interest.


Travel US Interest in travel in the United States. Data sourced from product purchases, subscriptions and surveys. Score indicates the strength of interest.

Auto Trucks Interest in trucks. Data sourced from product purchases, subscriptions and surveys. Score indicates the strength of interest.

Apparel Women Fashions Interest in women’s fashions. Data sourced from product purchases, subscriptions and surveys. Score indicates the strength of interest.

Do It Yourself Interest in do-it-yourself projects. Data sourced from product purchases, subscriptions and surveys. Score indicates the strength of interest.

Sports Ski Interest in skiing. Data sourced from product purchases, subscriptions and sur-veys. Score indicates the strength of interest.

Interest in Travel, Arts, Entertainment

Indicates someone in the household is interested in travel and entertainment

auto clubs, art events, and the performing arts. Information is gathered via survey, subscription, or reported information.

Catalog Interest in catalogs and purchases. Data sourced from product purchases, subscriptions and surveys. Score indicates the strength of interest.

Gift GiverInterest in sending gifts from catalogs and/or sends magazine subscriptions as a gift (excludes donors to charitable organizations). Data sourced from product purchases, subscriptions and surveys. Score indicates the strength of interest.

Documents

Data Dictionary - WordPress.com · i360 fully integrates and continually updates a database that includes more than 190 million active voters and 250 million U.S. consumers — with