We are excited to announce that we’ve updated our CAPE data with 2020 Census data. This release updates estimates and projections from 2010 and replaces all previous CAPE data attributes.
U.S. Census data offers a great opportunity for data enrichment
The U.S. Census is conducted every 10 years to determine the number of people living in the U.S. in addition to collecting data on dozens of topics across 130+ surveys and programs.
U.S. Census data is already broken out into regional groups and covers 100k+ different geographies: States, counties, places, tribal areas, zip codes, and congressional districts.
Block groups are the smallest geographic area for which the Bureau of the Census collects and tabulates data. They are formed by streets, roads, railroads, streams, other bodies of water, and other visible physical and cultural features.
What is CAPE?
Census Area Projections & Estimates data (CAPE) data from Experian utilizes a proprietary methodology to make the data easy to action on for marketing use cases. Made from U.S Census and Experian consumer data, CAPE data sets are developed at the block group and zip code level and targetable at the household level.
CAPE 2020 updates
CAPE 2020 uses the 2020 Census data blended with other Experian data to update CAPE’s unique attributes for data enrichment and licensing. Multiple sources are used and data is delivered at a block group level or zip code. Experian provides unique CAPE attributes not available through other sources that provide Census data. These include our Ratio and Percentages attributes, Score Factors/Segments, and Mosaic.
CAPE 2020 use cases
Our CAPE 2020 data sets enable strategic marketing analysis and decision-making.
You can use CAPE 2020 data to understand the differences in the markets you serve as they relate to core demographics, housing attributes, education, income, employment, spending, and more. You can do this to:
- Find populations that are not typically captured in standard demographics.
- Cross-reference Census demographics data with other behavioral and shopper data.
- Understand supply and demand for products sold.
Get started with our CAPE 2020 data today
If you are using Experian’s CAPE 2010 data, please work with your Experian representative to migrate to CAPE 2020. If you are interested in learning more about our CAPE data, get in touch with us today.
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Use case #1: Identifying customer spending potential to boost growth for a retail chain Objective A large retail chain wanted to understand the spending potential of each customer in their stores. Their goal was to uncover and maximize untapped spending potential. Solution The large retail chain licensed Marketing Attributes to identify the top demographic factors that drove spending in the retail store the previous year. The four key drivers were: Age, Income, Family structure (household composition), Location/region. Results By combining these attributes to create custom segments, we uncovered two valuable annual estimates: Potential spend: A conservative estimate of how much a customer could spend if they reached the top 20% of spenders within their specific demographic segment (based on data from the highest spenders). Unrealized spend: The difference between a customer’s annual potential spend and their current spend. An estimate of how much more they could be spending each year. The solution By syncing its cookies with the Digital Graph, the DSP gained access to related identifiers, including: MAIDs CTV Ids IP addresses Experian cookies This expanded identity universe gave the DSP a unified view of individuals and households, making it possible to connect impressions to conversions across devices and channels. With each weekly refresh, attribution models stayed accurate and up to date, turning fragmented signals into proof of performance. Results Within weeks, the DSP saw measurable improvements 84% of IDs synced 9% increase in match rates