Manifold Data Mining Inc.

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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]

Contents

Data Products

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]

Manifold Data Mining Inc.
Industry
Founded2001 in Toronto, Ontario
Headquarters Toronto, Ontario, Canada
Products
  • CanaCode Lifestyle Clusters
  • SuperDemographics
  • Household Spending
  • Household Wealth and Assets

CanaCode Lifestyle Clusters

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]

Scientific Research

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]

Other Usage

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]

Related Research Articles

<span class="mw-page-title-main">ZIP Code</span> Numeric postal code used in the United States and its territories

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.

<span class="mw-page-title-main">Universal Product Code</span> Barcode symbology used for tracking trade items in stores

The Universal Product Code is a barcode symbology that is widely used worldwide for tracking trade items in stores.

<span class="mw-page-title-main">Rock River Township, Michigan</span> Civil township in Michigan, United States

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<span class="mw-page-title-main">Canadian Lakes, Michigan</span> Census-designated place in Michigan, United States

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.

<span class="mw-page-title-main">Cranbury (CDP), New Jersey</span> Populated place in Middlesex County, New Jersey, US

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.

<span class="mw-page-title-main">Product (business)</span> Anything that can be offered to a market

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.

<span class="mw-page-title-main">Regional Municipality of Durham</span> Regional municipality in Ontario, Canada

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.

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<span class="mw-page-title-main">Postal codes in Canada</span>

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.

<span class="mw-page-title-main">Census geographic units of Canada</span> Term used in Canada

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<span class="mw-page-title-main">QR code</span> Type of matrix barcode

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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.

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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".

References

  1. 1 2 "Daily Research News Online no. 28989 – Vividata, Manifold Link for Canadian Consumer Insights". www.mrweb.com. Retrieved November 25, 2020.
  2. Government of Canada, Statistics Canada (May 12, 2020). "Census of Population". www23.statcan.gc.ca. Retrieved November 25, 2020.
  3. "So what is the population of the Sault anyway?" . Retrieved November 18, 2020.
  4. "Consumer Lifestyle Clusters | Manifold Data Mining" . Retrieved 2020-11-18.
  5. Tsasis, Peter; Wu, Jianwong; An, Aijun; Wong, Hannah J.; An, Xiangdong; Mei, Zhen; Hains, Ted (2016-03-29). "Conceptualizing type 2 diabetes and its management". Journal of Multidisciplinary Healthcare. 9: 133–136. doi: 10.2147/JMDH.S88684 . PMC   4820210 . PMID   27099510.
  6. Chen, Yan; Yann, Margot Lisa-Jing; Davoudi, Heidar; Choi, Joy; An, Aijun; Mei, Zhen (2017). "Contrast Pattern Based Collaborative Behavior Recommendation for Life Improvement". In Kim, Jinho; Shim, Kyuseok; Cao, Longbing; Lee, Jae-Gil; Lin, Xuemin; Moon, Yang-Sae (eds.). Advances in Knowledge Discovery and Data Mining. Lecture Notes in Computer Science. Vol. 10235. Cham: Springer International Publishing. pp. 106–118. doi:10.1007/978-3-319-57529-2_9. ISBN   978-3-319-57529-2.
  7. Conboy, Marie (2019-10-15). "Report reveals 30 per cent of Canmore homes owned by non-permanent residents". Bow Valley Crag & Canyon. Retrieved 2020-11-18.
  8. Rolheiser, Duane. "Blackfalds, Sylvan Lake, and Red Deer County team up with City of Red Deer to attract employers". www.todayville.com. Retrieved November 18, 2020.
  9. City of Peterbourough. "Regional Economic Development Profile" (PDF). City of Peterborough. Retrieved November 17, 2020.
  10. Middlesex County. "Immigration and Languages". Invest in Middlesex County.
  11. "TEDC". TEDC. Retrieved 2020-11-18.
  12. City of Oshawa. "2015 Community Profile" (PDF). City of Oshawa. Retrieved Nov 16, 2020.
  13. Sebastine, Asogwa (August 1, 2014). "Poverty Odds and Household Expenditure Patterns in Nigeria". University of Nigeria Nsukka. Retrieved November 18, 2020.