​data

Product-Category-Opticks

Through EA’s partnership with key providers of media and marketing databases and surveys, PRIZM5 offers over ​20,000 variables to help clients match their company’s products and services to those most receptive to them. Where the partner sources are surveys, the links to PRIZM5 allow rich content to be projected to small areas using the geodemographic method—making vast amounts of data available for location analysis and consumer insights.


OpticksPMB

Vividata conducts Canada’s leading syndicated study for single-source data on print readership, non-print media exposure, product usage and lifestyles. Based on a rolling 52-week online survey sample of approximately 36,000 respondents, Opticks Powered by Vividata results in lifestyle and media profiles of over 4,200 variables across a broad range of products, activities, services and media choices. With extensive and robust data available at the postal code (FSALDU) level, Opticks Powered by Vividata helps companies, government agencies and not-for-profits better understand their customers for a range of media and marketing applications. Users must be Vividata members.


how it's used

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Restaurants looking to launch a direct mail campaign can use Opticks Powered by Vividata to identify neighbourhoods that would be receptive to receiving flyers and brochures. Vividata can reveal which of your trade areas would be more likely to read direct mailers so you can make better use of your marketing budget.


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Financial institutions can use Opticks Powered by ​Vividata to learn which magazines their customers are reading and which are being read at a much higher rate than the general population. This information can help marketers optimize their marketing mix.


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Tourism offices can benefit from Opticks Powered by ​Vividata by analyzing the travel habits of different PRIZM5 segments. By determining where segment members like to go, how much they typically spend and what activities they participate in while on vacation, users can learn which segments to target to increase visitorship and, more importantly, tourism dollars.


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OpticksNumeris

Numeris is the leading supplier of radio and TV audience ratings services to the Canadian broadcast advertising industry. Numeris RTS (Return to Sample) is a national survey that queries 43,268 respondents on product usage, leisure, retail behaviour and media habits. Opticks Powered by Numeris provides lifestyle and media profiles for 3,410 variables across a wide range of topics—from radio and TV usage to retail, finance, technology and travel behaviour. The data are available at the postal code level and can help users better understand their customers for a range of media and marketing applications. Users must be Numeris RTS members.


how it's used

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A retailer looking to partner with a loyalty program can use Opticks Powered by Numeris to analyze the trade areas around their stores to highlight which loyalty programs households belong to and how actively they use them.


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Companies can use Opticks Powered by Numeris to determine if their customers are more likely than average Canadians to watch a certain sport on TV or attend a particular sporting event. The knowledge that your customers are avid viewers of baseball games and attend many basketball games can help inform future advertising campaigns.


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Linking the Opticks Powered by Numeris dataset to the PRIZM5 segments of your best customers can reveal how those segments consume media. By determining what radio stations they like and which television programs they watch, you can apply these insights to choose the right strategies and channels to effectively communicate with your customers.

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OpticksACSocial

Based on an online survey of 25,426 respondents from AskingCanadians™, the Opticks Social database provides 651 variables on who is visiting the leading social media websites, what they are doing and how much time they spend blogging, tweeting, posting photos and sharing links. The result is a comprehensive database that enables businesses and not-for-profits to determine the social media behaviour of all segments of Canadian society. From Facebook to Twitter to LinkedIn, social media websites are used by millions of Canadians for updating their profiles and sharing links, reading and publishing blogs, posting photos and news items, and playing online games. The Opticks Social dataset helps companies and not-for-profits determine their customers’ usage of online social media for a range of media and marketing applications.


how it's used

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Marketers hoping to increase activity on their social media pages can use Opticks Social to analyze trade areas and find neighbourhoods with households that enjoy engaging with brands through various social platforms.


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Retailers can use Opticks Social to determine which of their customers frequently rate products online and also have a large number of friends on social networks. Marketers can recruit these influential shoppers to help increase product awareness or promote new offerings.


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Marketers can analyze their target groups to determine the different ways each group uses social media. These insights can help inform future online campaigns so companies can effectively reach their customers.


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OpticksACMobile

For this online survey on mobile usage, AskingCanadians™ asked 24,581 respondents about their ownership and usage of mobile devices, the appeal of various mobile technology features and their attitudes toward mobile marketing. The Opticks Mobile Powered by AskingCanadians™ database offers 839 variables on mobile behaviour. With this dataset, marketers can more accurately profile customers and prospects by their mobile behaviour, including minutes spent texting, preferred apps and favourite tablet manufacturers.

With organizations in all sectors and industries seeking ways to better understand how consumers use mobile technology, the Opticks Mobile dataset helps companies and not-for-profits determine their customers’ mobile behaviour for a range of media and marketing applications. By evaluating mobile behaviour, brand preferences and usage, advertisers and ad agencies can design more powerful mobile marketing strategies to reach target audiences.


how it's used

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Telecommunication companies can use Opticks Mobile to analyze trade areas to determine which devices households are planning on purchasing in the next year. ​Opticks Mobile can also help telecoms develop product-specific promotions and target advertising campaigns.

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Opticks Mobile can benefit companies interested in app development by allowing them to analyze CRM data about their customers’ likelihood to download and use mobile applications, as well as their willingness to pay for an app. These insights can help a company determine whether developing a mobile app is a worthwhile investment.

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Marketers looking to deploy a mobile marketing campaign can use Opticks Mobile to analyze PRIZM5 target groups of their best customers and determine which groups are more receptive to receiving mobile marketing messages.

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OpticksACeShopper

Opticks eShopper Powered by AskingCanadians™ offers 656 variables that describe the digital and offline marketplace behaviour of Canadians. The AskingCanadians™ eShopper survey is an online study of 25,061 respondents that measures a wide range of online shopping behaviour—from product research to purchase preferences—for all segments of Canadian society. As marketers seek ways to better understand Canadian consumers, the Opticks eShopper database provides key insights into how different consumers are using the latest online technology in the purchase process. By learning how customers integrate digital technology into the retail experience, businesses can better design their marketing, messaging and merchandising to effectively reach their target customers.


how it's used

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Online retailers can use Opticks eShopper to analyze trade areas and determine what categories of goods are more likely to be purchased online. This can help retailers plan their merchandise mix and tailor their marketing messages.


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Consumer electronics companies can use Opticks eShopper to determine how their customers would like to receive customer service. Knowing whether customers prefer to chat over the phone or online can help customer service departments better meet the needs and expectations of their customers.


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Opticks eShopper can help retailers gauge the changing digital consumer landscape by comparing current online purchase preferences with expected online spending habits for each of their target groups. These insights can give marketers an indication of what they should be doing to attract digital-savvy shoppers.


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OpticksIHSAutomotive

IHS Automotive is the automotive industry’s leading provider of market intelligence and data solutions. Through our partnership, Opticks Powered by IHS Automotive provides users with access to three datasets—NVR (New Vehicle Registrations), TVIO (Total Vehicles in Operation) and RVIO (Retail Vehicles in Operation—for dissemination areas (DAs) and higher levels of geography. PRIZM5 profiles can be created by combining DA-level IHS data with PRIZM5 segments to better understand consumers’ automotive behaviour.


how it's used

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Automotive companies can use Opticks Powered by IHS Automotive to analyze trade areas to differentiate luxury car buyers from those who buy sport-utility vehicles. Knowing which areas prefer which type of vehicles can help inform marketing campaigns and dealership inventory levels.


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Financial companies can uncover the automotive tastes of their customers, reveal potential cross-promotion opportunities and more effectively target advertising dollars.


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PRIZM5 profiles of Opticks Powered by IHS Automotive TVIO data can provide insights into consumer behaviour, such as indications of the importance of image to a buyer of a particular automotive brand or the affordability of luxury goods and the role utility plays in making major purchase decisions—for your own or a competitor’s brand.


TravelCanada

TravelCanada examines the domestic travel patterns of Canadians, detailing where people go, how often they travel and how much they spend while away. Based on Statistics Canada’s Travel Survey, the database also covers the volume of same-day and overnight trips, trip purpose and activities, spending and accommodations. The information, available at the postal code and dissemination area levels, helps tour operators and provincial agencies better understand their visitors: where they live, what their interests are and how best to reach them with relevant messaging and marketing campaigns.


how it's used

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Tourism organizations can profile their visitors with TravelCanada to learn their in-market travel behaviours, such as what kind of accommodations they like, how much money they spend on a trip and why they are travelling. These insights can help guide tourism development, marketing strategy and competitive analysis without the need to conduct time-consuming survey research.


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By joining a prospect dataset to the TravelCanada database, a destination marketer can learn what activities would be most appealing to each prospect. Marketers can then use that insight to deliver activity-specific emails containing the images and content most likely to influence them.


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Marketers of sightseeing destinations can use TravelCanada to plan events that will attract both tourists and corporate sponsors. Tourism marketers can analyze the trade areas of planned events to identify those most likely to attract visitors and provide the greatest return on investment.


GreenLiving

The GreenLiving database measures Canadians’ attitudes regarding household-related environmental issues. Created from a sample of respondents from Statistics Canada’s Canadian Community Health Survey, GreenLiving focuses on household consumption and conservation of energy and water, as well as such activities as composting, pesticide use, household hazardous waste disposal and the use of gas-powered recreation equipment. Such information, available at the postal code and dissemination area levels, can be used by city planners and utility companies to locate key infrastructure projects and design energy conservation programs.


how it's used

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Advertising agencies can profile PRIZM5 target groups using GreenLiving to define their environmental behaviour and preferences for more effective advertising campaigns.


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Consumer packaged goods companies can use GreenLiving to better market their environmentally-friendly products to their customers who would be most likely to purchase “green” products.


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Energy providers can use GreenLiving to inform their conservation programs and marketing campaigns by targeting high energy consumption neighbourhoods and areas more amenable to energy reduction programs.


CommunityLife

The CommunityLife database measures key elements of social dynamics, such as the frequency of contact with family and friends, political activism, trust in public institutions and involvement in formal organizations. Developed from StatsCan’s General Social Survey, it also explores volunteer activity, union membership, religious group affiliation and cultural group associations. Combining this information with databases such as CrimeStats or GivingBack can provide additional insight for allocating municipal resources more effectively. The data are available at the postal code and dissemination area levels.


how it's used

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Consumer packaged goods companies can use CommunityLife to better understand the diverse communities of Canada by identifying strongly held values which can inform advertising campaigns and product messaging.


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Energy providers can use GreenLiving to inform their conservation programs and marketing campaigns by targeting high energy consumption neighbourhoods and areas more amenable to energy reduction programs.


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Energy providers can use GreenLiving to inform their conservation programs and marketing campaigns by targeting high energy consumption neighbourhoods and areas more amenable to energy reduction programs.


GivingBack

The GivingBack database explores how Canadians volunteer their time, donate money and provide in-kind gifts to charitable and non-profit organizations, with data available at the postal code and dissemination area levels. Based on Statistics Canada’s Survey of Giving, Volunteering and Participating, the database profiles the philanthropic behaviour of Canadians and offers insights into why they support a particular cause. By combining GivingBack with PRIZM5 data, users can segment their donor or alumni databases to allocate resources and develop relevant messages that will engage prospective audiences.


how it's used

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Non-profit organizations can use GivingBack to determine which volunteer programs their PRIZM5 target groups are more likely to join. Understanding that one group prefers fundraising activities while another prefers teaching or coaching can help an organization more effectively engage their members.


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Religious organizations can use GivingBack to improve their fundraising efforts by analyzing their members and differentiating those who prefer to volunteer their time versus those who prefer to donate money.


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Hospitals can use GivingBack to identify potential donors and conduct more effective fundraising campaigns by analyzing donation amounts, preferred donation channels and the motivations to donate within different neighbourhoods in their community.


Homescan

These product consumption profiles are derived from Nielsen’s Homescan panel of about 12,000 households that scan the UPC codes of products they purchase. The product library available for Spectra analysis is coded to both the BehaviourScape and PRIZM5 segments. The database contains approximately 34,000 item, brand, category and retail shopper profiles. These profiles provide deeper insight into which Canadians are more likely to buy different products based on key metrics of consumption, usage and penetration.


how it's used

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For consumer packaged goods companies, BehaviourScape can help optimize their inventory distribution decisions by determining how variations in product packaging and quantities per stock-keeping unit impact sales to their best performing segments.


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Retailers use Homescan to understand the profile of their shoppers, competitors, the retail channel and even category purchasers at a specific banner. For example, they can compare discount grocery shoppers to ethnic store shoppers and bakery shoppers to identify opportunities for new offerings in a banner or store.


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With Homescan, manufacturers are able to build consumer profiles of product purchasers across a series of metrics, including consumption, total dollars, penetration, buy rate, total dollars per 100 buyers and total price per unit. Homescan can provide them a more detailed picture of their buyers and create key metrics and targets for their plans.