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November 13, 2012 > A new marketing tool at the library

A new marketing tool at the library

By Gertrude Rooshan, Fremont Main Library

Fremont Main Library and the branches of the Alameda County Library System now have access to a great business tool: Demographics Now.

"Demographics Now" introduces novice and expert users of demographic data to a new way to view and act upon consumer and market insights, using instant interactive maps, detailed summary and comparison reports, and fast access to U.S. Census data sorted by geographies and demographic characteristics.

This online database has a wealth of business and residential information covering detailed demographic data on more than 23 million businesses and 206 million consumers. You have the ability to search by company name, business type, number of employees and other limiters. Consumer data consists of 135 million households, containing information on more than 206 million U.S. residents, enabling users to search by name, address or a variety of U.S. Census data counts.

Create custom reports and fully interactive maps; perform quick and accurate market analysis; create radius based maps and reports; generate summary and comparison reports for any geography; get full access to AGS current year estimates and five year projections. The data can be downloaded into MS Word, Acrobat PDF, or MS Excel spreadsheet files. Reports can be saved in Acrobat format or emailed...

DemographicsNow is brought to you by Gale, a leading publisher of research and reference resources and SRC, the industry's leading developer of business and market intelligence solutions. The source of the business data is from Applied Geographic Solutions (AGS), and people data from AMACAI Solutions, a TARGUSinfo company. Designed with an intuitive interface, interactive mapping tools and comprehensive data, this new resource makes it easy to collect, analyze and act upon quality consumer market data, consumer spending data, demographic and housing data, population estimates and forecasts, and census data.

The Business Module
This new marketing tool will help small business owners, start-ups, sales personnel, community leaders and non-profit organizations. Business owners can create a business plan or do a location analysis, identify competitors in an area, relocate a business or change a product mix; marketing and sales people can develop targeted, accurate customer leads, and anyone can create and mailing lists for promotions, coupons, or to target new customers.

You can retrieve detailed geographic business intelligence, such as:

Create Business & Marketing Plans
Assess business viability
Identify where your competitors are located
Analyze minority ownership
Analyze new markets for expanding product lines or adding a new location
Understanding your customers better (How much do they earn? How much do they spend?)
Use direct mail advertising to customers most likely to buy your product/service.
Create sales leads and marketing mailing list
Estimate sales territories
Find potential sponsors and donors to grow a non-profit
Determine business failures by industry type
Identify household buying patterns
Create and analyze trade areas
Evaluate market penetration
Identify business locations
Find new customers and reach them more effectively
Reveal untapped markets
Select the right merchandise mix
Expand into appropriate markets

Search for an individual company or create a mailing list of multiple companies from more than 23 million businesses. Searches can be refined by company name, executive title, business type, number of employees, credit rating, and more. QUICK SEARCH is the ideal way to find a business or company when you know all or part of the company name, an executive's first and/or last name, or a geographic location. Through CUSTOM SEARCH, users can create lists of businesses. Search by company name, business type, executive title, credit rating, number of employees, minority ownership, and more.

The Consumer and Lifestyles Module
The database can analyze variables, such as socio-demographics, lifestyles, behaviors and culture to evaluate buying behaviors of customers, establish customer profiles, target prospects, reveal potential market opportunities and conduct analytics. Compare cities.

Users can search the Households module by name, address, phone number, email and a variety of Census neighborhood data. Search by geography to find information on income, housing, race, age, education, retail spending with lifestyle market segmentation classifications. Sift data to a specific county, zip code or street address. A unique mapping tool allows users to map their results, create custom geographies and view demographic variables in thematic coloring scales.

Geographic and Map Data
The database covers any national geography, such as, county, ZIP code, congressional district, census tract, and metropolitan area, and allows users to create their own customized geographic areas. Thematic maps come with coloring scales. Define an area such as a street address or intersection or by selecting a preset area such as a ZIP code or census tract. Once you have made their selections, you can turn to the thematic map window that has tools and features for further analysis.

View trade areas by drive times, target businesses in the area, create market profile maps, highlighting your customers or competitors. Create maps with many variables. Mapping is provided in conjunction with SRC, LLC of Orange, Calif., a developer and provider of geographic business-intelligence technology and solutions.

If you need help, go to the tutorials, use the many help pages and watch six different videos on how to build a sales lead list, find a business, find a person, use mapping, access Census 2010 data, and generate a demographic report.

Whether you have a library card or an e-card, you can access this database from home or your business, at no cost. Just go to and click on Research. A drop down menu will show A-Z Resources, and then click on D for Demographics Now. It will be the first link on the page. We will also be happy to assist you in person at the library.

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