Market Narc and accelerated DBM
Six minutes. I walk through Market Narc, the tool from accelerated DBM, then Roz and Brian show Customer Mirror.
What this is
Accelerated DBM is the market research division of Accelerated Experiences LLC. Market Narc is its tool. This episode walks through it on the real screens.
Sixty kinds of household
Every home in the country is one of sixty kinds. Three things sort them: the stage of life the household is in, how much it earns, and the kind of place it sits in, from the middle of a city to out in the country. Income is counted from the Census, not guessed.
Your town, and who buys
Type your town or zip code and Market Narc shows which of the sixty kinds live there. The film uses Kootenai County, Idaho. Then pick a kind of business and see which households spend the most on what you sell, and where to reach them on social media.
Customer Mirror
Customer Mirror is a custom job. It takes the list of your best customers, works out which kinds of household they come from, and builds a list of more homes just like them, with your current customers left off. The list in the film is made up: three hundred diners on real North Spokane streets. No real customers were used.
Where the numbers come from
U.S. Census American Community Survey, Census County and ZIP Business Patterns, the BLS Consumer Expenditure Survey and American Time Use Survey, CDC PLACES, Pew Research Center, and the Census address lookup. Where a number is an estimate, the screen says so.
Scope
Household segmentation by geography, built on Census, BLS and Pew data, demonstrated in Market Narc, the accelerated DBM research tool.
The model
Sixty segments: three life stages × four affluence tiers × five urbanization classes, loaded per geomarket. Affluence is ACS five-year household income (counted, not modeled).
Spend and reach
Segment demand is indexed against BLS Consumer Expenditure Survey category spend (100 = U.S. average; 120 and up is recommended), then clustered into audience targets. Channel reach is household-weighted from Pew. Spend index and channel reach are labeled as estimates on screen.
Customer Mirror
Geocodes a customer list, assigns each customer the segment of their neighborhood, and builds a look-alike mailing list with current customers suppressed. The demo list is synthetic.
Sources
ACS 5-year; Census CBP and ZBP; BLS CE and ATUS; CDC PLACES; Pew Research Center; Census geocoder.