DemographicsNow: Business and People HLA 2014
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Can you imagine a tool that provides the most up-to-date demographic and psychographic statistics about any location in the United States? Such a powerful online resource is available for your library and patrons: Demographics Now: Business and People, offered by Gale Cengage. Demographics Now: Business and People provides vast amounts of data and the tools to understand and study that data. There is something for everyone from entrepreneurs and established business owners to community organizations and students. Learn more about this database provided through the Hawaii State Public Library System and find out how it can be applied to your patrons’ needs!
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DemographicsNow: Business and People HLA 2014
- 1. Powerful Data for Powerful Decision Making Patti Brown Finie, Gale Patricia.BrownFinie@cengage.com Christine Ayar Illichmann, Hawaii State Library Christine.illichmann@librarieshawaii.org
- 2. DemographicsNow • Detailed demographics and psychographics: • Mosaic • Simmons • Census and American Community Survey • And more! • Business and household intelligence Over 17 million business listings • Over 135 million household listings • Visual mapping capabilities • EZ Reports
- 3. Today We’re Discussing • Using People Search for Genealogy • Using Demographics to gain community insights • Business Demographics for better business decisions • Understanding potential and current customers
- 4. People Search • Updated quarterly • Household data is provided by AMACAI Information Corp. • Sources include directory assistance, white pages, consumer-initiated transactional data and other proprietary sources
- 10. Community Profiles • Demographic data is updated semi-annually • Sources include US Census (2010 Census, current year and 5 year forecast), Experian Insource, BLS Consumer Expenditure Survey, the American Community Survey, Census Retail Trade tables, FEMA, USPS and many other sources • Uses MOSAIC classification at household level
- 11. Active Geography Selection controls information displayed throughout DNow To change the geography, simply type in your selection, or…
- 12. • Click “Geography Menu” • Drill down and select the geography or geographies of your choice • Click “Ok”
- 13. Use the Report Type Drop-Down Menu to select and load reports of interest
- 14. Demographic Detail Summary Provides • Variety of basic demographics from the Census Data • 2000 and 2010 ten year Census information, as well as estimates and projections Easily print, email, or export to Word, Excel, or PDF Perfect for high school Community Profile Projects, Home Buyers, etc.
- 15. Community Profile DemographicsNow provides a wealth of demographic data to better understand an area Screenshot of Executive Summary with Charts PDF export, Ahuimanu
- 16. Means Business!
- 17. Small Businesses… 99.7% Represent of all employers Pay of the total U.S. payroll Create more than of GDP Created of net new jobs over the past 15 years SOURCE: www.tradingeconomics.com | Bureau of Economic Analysis 44% 50% 64% According to USA Today, Honolulu: Hawaii received$4.5m to help small businesses
- 18. Libraries = Economic Development
- 19. What do Business Users Need? • Industry Information Business Insights • Competitive intelligence • Market Information, including market size and success rates • Business leads • Demographic information • Psychographic Information
- 27. Even more to love!
- 31. 7/12= 58% success rate for 581299 eating places
- 35. Even Better: Enhanced EZ Reports! • New EZ Report Options in Dnow: Business & People!
- 36. HSPLS Business Resources http://librarieshawaii.org/serials/databases.html
- 37. Find Training and More Tutorials are being added to the databases webpages Training is also available on the Gale, EBSCO, and other vendor pages For a complete list visit: bit.ly/hsplsdatabaseresources
- 38. Questions? Contact Patti: patricia.brownfinie@cengage.com Or Christine at: christine.illichmann@librarieshawaii.org or 586-3614
Editor's Notes
- supporting the local business community and helping to develop economic growth through library offerings is exactly what Dnow is intended to do. Over the course of this presentation, we’ll provide ideas for leveraging Dnow in your communities in a variety of ways, and, of course, a major part of the conversation will entail supporting your business users.
- This resource can be used by sales people, job seekers, non-profits and foundations and others. Today we are highlighting a few ways this resource can be used
- Business and people area may come to mind when thinking of Dnow– That information is of course useful in a variety of contexts. For example, in genealogy…
- Notice 3 tabs under Business/People. We’re going to focus on the first 2 but want to point out the last tab Physician/Dentist which links to list of 1.1m . Info comes from Healthcare Data Solutions
- People data is updated quarterly Other genealogy resources HSPLS offers include Ancestry and Heritage Quest and the Hawaiiana Room collections
- Wide variety of demographic data to better understand community. Potential users are realtors, home buyers, govt agencies, business prospectors and hs students needing to do a community profile report. 71 categories, part of 19 broader categories, is used to classify every household in US. Based on buying habits, preferences and choices they make.
- If you decide to show any of this live, feel free to hide this and any of the next slides (slides 9-12)
- OF course, because Dnow goes beyond business and household listings and offers a wide variety of demographic information, there are really a wide array of use opportunities. For example, high school students in Hawaii are tasked with completing community profiles. These are extremely easy to pull as you’ll see in the slides that follow. Enter your geography, then just select appropriate reports from the drop-down menu. Students can export these in Word, PDF, or even Excel (great for sorting/filtering the data in a variety of ways), which gives them a great deal of flexibility as they compile their reports. You can easily imagine other areas where these community profiles might come in handy– think of the value you can offer to a variety of local government agencies, for example, as they compile grant applications. Or, consider how useful this information would be for someone evaluating different communities for real estate purchase purposes.
- This is a modified Market Development slide-- It’s almost impossible to overstate the importance of local small business in the economy; small businesses: Honolulu statement will pop up when you click-- underscores the recognition of the value of small businesses and the emphasis placed on growing those business. This figure transitions nicely to the next slide, which helps to underscore examples of how libraries are lending their support to small businesses.
- Further drives home the ability for libraries to have a real impact on the local economy
- Hide this slide if you want. I find it helpful for highlighting the variety of needs business users may have, and showing that Dnow can be really supportive in meeting that variety of needs,
- This slide shows the different areas of a business plan, and circles just some of the examples where Dnow can help users find the data/evidence they need to compile their business plans. Dnow should be a go-to support tool to support business plan creation.
- Looking at business idea. Business data from D&B, updated quarterly. For info on how data gathered, go to Help & Info link at top
- Business Story set-up: Imagine user interested in opening a comedy club and restaurant– hoping to capitalize on tourists as well as local single population (Patti– for your background, I based the scenario on the top Mosaic profile for Honolulu County- -Metro Fusion– singles in their 30s to 50s with a decent amount of discretionary income who enjoy going out in their spare time– specifically mentions comedy clubs as an interest). User has three potential locations– one each in the following Honolulu zip codes: 96816, 96822, 96825. So, first thing to do is use the geography menu. Make sure to deselect the Ahuimanu geography, then drill down to zip codes by state/county– Hawaii– Honolulu, then check those three zip codes, and click ok.
- Next, explain comparison reports and switch over to comparison area.
- Pull CEX- Restaurant Detail Comparison. Easy to use the drop-down to select.
- Talk about the CEX data. This particular report shows a variety of data related to restaurant spending. Since we’re opening a restaurant that will primarily focus on dinner and entertainment (comedy, but also perhaps theatre, dance, concerts since that’s an interest of locals). Look at dinner line. Show how you can size the market by multiplying the average household dinner spend by the number of households in each area. Although 96822 has a higher population, the higher average household spend on dinner makes the 96816 the largest market opportunity– over $27 million per year (and remember, that’s only taking into account the dinner spend, so market for comedy club could add to our potential).
- Of course, we’re simplifying the process of forming a business to show you the variety of tools available, but one other thing we might want to look at is consumer habits/attitudes related to our business. Pull up the Simmons Entertainment Leisure report. Talk about Simmons in general– what the organization is (that they’re strong in psychographic/attitudes related information, and there is a large variety of Simmons data in Dnow). Highlighted the live theatre comedy line since we’re specifically looking at founding a restaurant with performance/comedy space. Based on the CEX and high level interest in comedy clubs, let’s focus in on the 96816 area.
- Just put this slide in in case you want to use it to transition from a live demo comparing specific potential dinner comedy locations. Hide or delete it if you want to!
- We can continue to research whether this is a viable business in the business/people area. Typed in address 4354 Pahoa Ave, Honolulu, HI 96816 (it’s a post office). 1, 3, and 5 mile radius pops up by default. It’s easy to change the geography for an address from 1,3,5 miles to whatever range or individual number, and from miles to drivetime– here we did five minutes around the geography. Talk about the data (updated quarterly in this portion, access to 17 mil businesses and over 135 million household listings). Explain that businesses, households, and physician listings offer quick and custom searches– quick is when you’re looking for a specific listings, and custom search is for generating a list based on criteria set by the user.
- Mention different ways to generate lists of types of businesses– menus I tend to use are the business type menu (can search by keyword, or drill down through SIC and NAICS code listings)– in this case I used the Major industry SIC menu and drilled down to the SIC code for dinner theatre. Once I selected the industry, I updated the count to see how many results my search generated. This showed me that there are 0 dinner theatre businesses in the 5 minute drivetime around the location.
- To extend the search, I can actually use the SIC menu to search all of the categories of the businesses one level of the hierarchy up. The update count function is really useful for showing me that I have a greater number of categories this way. Update count also allows me to add in Out-of-Business Listings.
- Clicking to add Out-of-Business listings under Special Selects, then updating the count shows me the number of current and past businesses in the industry. If I compare the numbers, I can see that I have a success failure rate of 7/12. So, now I’m really getting the change to go a bit deeper and see what I’m getting myself into as a business owner.
- If I decide this is a viable business option, and I want to further analyze this potential location, I can view the 7 businesses that fit the search I created by clicking “Search.” I then have options for printing, downloading, and emailing information about the businesses (or households or physicians). I can view further details about up to ten listings at a time. Talk about what the details include, and maybe mention link to BI:E as well as the social networking information (can link to yelp reviews and Twitter feeds, so I can really start to understand what my competitors’ customers view as strengths or weaknesses for me to better understand and capitalize on). Can even map these competitors out.
- It’s easy to zoom in and out on the map to see things in more detail. I can use the mapping tools to not only view competitors, but to toggle things like traffic counts on and off (red= high traffic points)– may want to locate in higher traffic areas away from competitors.
- This slide is really just pointing out other new EZ Report features librarians may want to explore. Remind them that this area now functions off the same geographic selection, and drop-down report selection found elsewhere in the report, making it easy to work with for novice users. But, new geography upload/download features for users who work with geographic data from Google Earth as an example, and the “Batch Reports” option (which makes it possible to pull multiple reports, mean this step by step tool can also be used to meet advanced needs.