Data from our clients is central to the enrollment projections we provide, but we also extract information from a variety of community demographic products.
- Census Data
The StudentView System has most of the 2010 census data integrated in the system. The data is stored at a Census block group level. The Census Bureau wrote this about the 2010 Census: “The 2010 Census represented the most massive participation movement ever witnessed in our country. Approximately 74 percent of the households returned their census forms by mail, and the remaining households were counted by census workers walking neighborhoods throughout the United States.” (http://2010census.gov/2010census/about/) The 2010 census included the following data: age, sex, race, Hispanic or Latino origin, household relationship, household type, group quarters population, housing occupancy, and housing tenure.
- American Community Survey Data
In 2010 the Census Bureau changed its survey model. In the past there was a “short form” and a “long form”. The short form only asked basic information about a household. The long form, which only went to a sample of households, asks much more information such as education, occupation, transportation, etc. With the 2010 census, the long form was dropped and the American Community Survey (ACS) has been used in its place. The ACS is a survey that is done at some level every year. The Bureau writes, “The American Community survey (ACS) is an ongoing statistical survey that samples a small percentage of the population every year – giving communities the information they need to plan investments and services.” (http://census.gov/acs/) These data are intended to provide state and local leaders as well as businesses and school officials make decisions that are tied to more recent data. The ACS is conducted on a cycle with the release of small geography data every five years. It is these data that are incorporated into the StudentView System. For more information on release cycles, go to http://census.gov/acs/guidance_for_data_users/guidancemain/.
- In addition to the 2010 Census and the ACS, the StudentView System also incorporates a full array of the Census and ACS data that is updated annually. In addition, some data includes a five year projection and smaller set, a 10 year projection forecast (i.e. population, households and age).
- Mosaic USA
Consumer Segmentation System for the United States:
Experian Marketing Services Mosaic USA is a household-based consumer lifestyle segmentation system that classifies all U.S. households and neighborhoods into 71 unique segments and 19 overarching groups, providing a 360-degree view of consumers’ choices, preferences and habits. The new Mosaic System is the first segmentation tool built in the U.S. market in the past five to ten years, and reflects critical new data presented in the 2010 census.
- Simmons Consumer Behavior and Attitudinal Survey Information
Experian Simmons National Consumer Study, for which 25,000 adults are surveyed annually, covers nearly 60,000 data elements, including in-depth demographics, consumer behavior and brand preferences, and more than 600 psychographics, attitudes and lifestyle measures.
- Client Data
School districts provide us with information on their student population that allows us to attach a geocode to each student record (geocoding means attaching a latitude and longitude coordinate to each record for mapping and analysis). A district also provides us with school site addresses (also for geocoding) and capacities. New development data is collected from multiple sources including the district, local developers and, when necessary, city or county planning departments.
- Mapping Data
The DI StudentView System is built on Google base maps. This allows for the integration of multiple base map options including standard street maps, terrain maps and satellite imagery. Google has committed significant resources to keeping their base maps up to date.