Manifold Data Mining Inc. is a Canadian company specializing in consumer data products, analytics, and predictive modeling. As a data and analytical service provider in Canada, they have been providing businesses, charities, and governmental organizations with comprehensive data products since being founded in 2001. For each neighbourhood, they provide estimates of what products consumers buy, where and how often they shop, how much they spend, which media channels they use, their lifestyles, and their attitudes or psychographics. [1]
Their data products include demographics (e.g. geo-demographics), consumer behaviour, and a number of other categories. The Canadian census is conducted every 5 years, so in order to produce inter-censal estimates, e.g. for Sault Ste. Marie, they need to take into consideration other factors. [2] They also consider factors which affect the standard census such as undercount. [3]
All data products are modelled down to the 6-digit postal code level and various levels of census geographic units, with each postal code averaging 10–15 households.[ citation needed ]
Manifold is a partner of Vividata and Numeris, and models their survey responses down to the 6-digit postal code level, i.e. all across Canada and in markets not covered by their surveys. [1]
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Founded | 2001 in Toronto, Ontario |
Headquarters | Toronto, Ontario, Canada |
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One of their popular data products is CanaCode Lifestyles, which is a lifestyle segmentation system based on over 10,000 variables, ranging from demographic to spending to consumer behaviour and media usage patterns. [4]
Manifold Data Mining has also published numerous peer-reviewed research papers on topics such as Type 2 Diabetes. [5] Manifold also publishes papers on Machine Learning techniques like collaborative filtering, which they use in their modelling and as part of their proprietary techniques. [6]
Manifold is often cited by municipalities in their community profiles, 5 and 10 year economic and land development plans. [7] [8] [9] [10] [11] [12]
Manifold's data has been used by university researchers, for example those investigating poverty odds, living standards, and low socio-economic status. [13]
A ZIP Code is a system of postal codes used by the United States Postal Service (USPS). The term ZIP was chosen to suggest that the mail travels more efficiently and quickly when senders use the code in the postal address.
The Universal Product Code is a barcode symbology that is widely used worldwide for tracking trade items in stores.
Rock River Township is a civil township of Alger County in the U.S. state of Michigan. The population was 1,231 at the 2020 census.
Canadian Lakes is an unincorporated community and census-designated place (CDP) in Mecosta County in the U.S. state of Michigan. The area is mostly within the southwest portion of Morton Township, southwest of Mecosta and east of Stanwood. As of the 2020 census, the CDP population was 3,202, up from 2,756 in 2010. The area defined by the CDP includes small portions in eastern Austin Township.
Cranbury is an unincorporated community and census-designated place (CDP) located within Cranbury Township, in Middlesex County, in the U.S. state of New Jersey. As of the 2010 United States Census, the CDP's population was 2,181. Despite the similarity in the name of Cranbury Township and the CDP, the two are not one and the same, as had been the case for most paired Township / CDP combinations prior to the 2010 Census, in which the CDP was coextensive with a township of the same name.
In marketing, market segmentation is the process of dividing a broad consumer or business market, normally consisting of existing and potential customers, into sub-groups of consumers based on shared characteristics.
In marketing, a product is an object, or system, or service made available for consumer use as of the consumer demand; it is anything that can be offered to a market to satisfy the desire or need of a customer. In retailing, products are often referred to as merchandise, and in manufacturing, products are bought as raw materials and then sold as finished goods. A service is also regarded as a type of product.
The Regional Municipality of Durham, informally referred to as Durham Region, is a regional municipality in Southern Ontario, Canada. Located east of Toronto and the Regional Municipality of York, Durham forms the east-end of the Greater Toronto Area and part of the Golden Horseshoe region. It has an area of approximately 2,500 km2 (970 sq mi). The regional government is headquartered in Whitby.
The Greater Toronto Area, commonly referred to as the GTA, includes the City of Toronto and the regional municipalities of Durham, Halton, Peel, and York. In total, the region contains 25 urban, suburban, and rural municipalities. The Greater Toronto Area begins in Burlington in Halton Region to the west, and extends along Lake Ontario past downtown Toronto eastward to Clarington in Durham Region.
A Canadian postal code is a six-character string that forms part of a postal address in Canada. Like British, Irish and Dutch postcodes, Canada's postal codes are alphanumeric. They are in the format A1A 1A1, where A is a letter and 1 is a digit, with a space separating the third and fourth characters. As of October 2019, there were 876,445 postal codes using Forward Sortation Areas from A0A in Newfoundland to Y1A in Yukon.
The census geographic units of Canada are the census subdivisions defined and used by Canada's federal government statistics bureau Statistics Canada to conduct the country's quinquennial census. These areas exist solely for the purposes of statistical analysis and presentation; they have no government of their own. They exist on four levels: the top-level (first-level) divisions are Canada's provinces and territories; these are divided into second-level census divisions, which in turn are divided into third-level census subdivisions and fourth-level dissemination areas.
A QR code is a type of two-dimensional matrix barcode, invented in 1994, by Japanese company Denso Wave for labelling automobile parts. A QR code consists of black squares arranged in a square grid on a white background, including some fiducial markers, which can be read by an imaging device, such as a camera, and processed using Reed–Solomon error correction until the image can be appropriately interpreted. The required data are then extracted from patterns that are present in both the horizontal and the vertical components of the QR image.
Geodemography is the study of people based on where they live; it links the sciences of demography, the study of human population dynamics, and geography, the study of the locational and spatial variation of both physical and human phenomena on Earth, along with sociology. It includes the application of geodemographic classifications for business, social research and public policy but has a parallel history in academic research seeking to understand the processes by which settlements evolve and neighborhoods are formed. Geodemographic systems estimate the most probable characteristics of people based on the pooled profile of all people living in a small area near a particular address.
In marketing, geodemographic segmentation is a multivariate statistical classification technique for discovering whether the individuals of a population fall into different groups by making quantitative comparisons of multiple characteristics with the assumption that the differences within any group should be less than the differences between groups.
Vividata is a Toronto-based not-for-profit research organization that provides impact and marketing data on print media readership in Canada.
Papua New Guinea has 326 local-level governments (LLGs) comprising 6,112 wards as of 2018.
Customer analytics is a process by which data from customer behavior is used to help make key business decisions via market segmentation and predictive analytics. This information is used by businesses for direct marketing, site selection, and customer relationship management. Marketing provides services in order to satisfy customers. With that in mind, the productive system is considered from its beginning at the production level, to the end of the cycle at the consumer. Customer analytics plays an important role in the prediction of customer behavior.
Targeted advertising is a form of advertising, including online advertising, that is directed towards an audience with certain traits, based on the product or person the advertiser is promoting.
In information science, profiling refers to the process of construction and application of user profiles generated by computerized data analysis.
Psychographic segmentation has been used in marketing research as a form of market segmentation which divides consumers into sub-groups based on shared psychological characteristics, including subconscious or conscious beliefs, motivations, and priorities to explain and predict consumer behavior. Developed in the 1970s, it applies behavioral and social sciences to explore to understand consumers’ decision-making processes, consumer attitudes, values, personalities, lifestyles, and communication preferences. It complements demographic and socioeconomic segmentation, and enables marketers to target audiences with messaging to market brands, products or services. Some consider lifestyle segmentation to be interchangeable with psychographic segmentation, marketing experts argue that lifestyle relates specifically to overt behaviors while psychographics relate to consumers' cognitive style, which is based on their "patterns of thinking, feeling and perceiving".