Population Segments
Motionworks provides much of its data referenced to geo-demographic cohorts of the population. In addition, behavioral and commercial 3rd party segmentation systems may be used to cross-classify any number of refined population segments, custom for any customer.
Demographics
Motionworks includes the following core demographic attributes for customers to create custom population segments.
Demographics for populations in the United States:
- Age - Age (up to 100).
- Gender - Gender following US Census Bureau's sex classification.
- Race - Race following US Census Bureau's race classifications.
- Hispanic - Hispanic origin following the US Census Bureau's Ethnicity classification, where people may be any race but identify as Hispanic, Latino, or Spanish.
- Worker - Worker status using the US Census definition of worker in the American Community Survey.
- Language - Language spoken at home (English, Spanish, other).
- Household Type - Distinguishes "households" from Institutional and Non-institutional Group Quarters.
- Household Size - The number of people living in the household.
- Household Children - Presence of children (age less than 18yrs) in the household.
- Household Income - Total household income (USD) reported, adjusted for inflation.
- Household Vehicles - Number of vehicles available to the household.
3rd Party Segmentation Systems
Detailed descriptions and sources for the 3rd Party Segmentation Systems are provided on the pages linked below:
Schema
Motionworks delivers Segments via Snowflake or can be delivered using a compressed flat file output (csv.gz) via cloud storage. The following describes the schema.
| Name | Description | Type | Example |
|---|---|---|---|
| motionworks_segment_id | Unique identifier for the Customer's population segment, including customer's identifier and description. | string | a0445aed-cda4-4d74-bc01-894f415412c2 |
| customer_id | Customer Account Number | integer | 30 |
| customer_name | Customer Account Name | string | Motionworks |
| customer_segment_id | Customer Segment Identifier | string | age_21plus |
| customer_segment_name | Customer Segment Name or Description | string | Population, Age 21+ |
| year | Year of the Popcast™ Digital Population being summarized. | integer | 2022 |
| age_min | Filter on the age of people to include. If null then no restriction. Values must be greater than 0. |
integer | 21 |
| age_max | Filter on the age of people to include. If null then no restriction. Values must be less than 100. |
integer | 54 |
| gender | Filter on the gender of people to include. If null then no restriction. Values must be either null, f (female), or m (male). |
string | f |
| races | Filter on the race of people to include. If null then no restriction. Values follow US Census Bureau classifications: white = Whiteblack = Black or African Americannative = American Indian or Alaska Nativeasian = Asianislander = Native Hawaiian or Other Pacific Islanderother = Other multiple = Multiple |
JSON [string] | ["asian"] |
| hispanic | Filter on people who identify as Hispanic to be included. If null then no restriction. Values follow US Census Bureau classifications. |
boolean | true |
| worker | Filter on the Worker status of people to include. If null then no restriction. Values follow the US Census definition of worker in the American Community Survey. |
boolean | true |
| language | Filter on people using the language spoken in the home. If null then no restriction. Values may include: englishspanishother |
JSON [string] | ["spanish"] |
| household_size_min | Filter on people using the number of people that live in their household. If null then no restriction. Values must be greater than 0. |
integer | 2 |
| household_size_max | Filter on people using the number of people that live in their household. If null then no restriction. Values must be less than 20. |
integer | 6 |
| household_children | Filter on people using the condition of if there are children (age less than 18yrs) that also live in their household. If null then no restriction. |
boolean | true |
| household_income_min | Filter on people that live in a household with a Total household income reported (USD - adjusted for inflation) above this value. If null then no restriction. Values may be negative (i.e. Self-employment Income, Interest, Dividends, or Net Rental Income) |
integer | 85000 |
| household_income_max | Filter on people that live in a household with a Total household income reported (USD - adjusted for inflation) below this value. If null then no restriction. |
integer | 199999 |
| household_vehicles_min | Filter on people using the number of vehicles available to their household. If null then no restriction. Values must be greater than 0. |
integer | 1 |
| household_vehicles_max | Filter on people using the number of vehicles available to their household. If null then no restriction. Values must be less than 6. |
integer | 2 |
| prizm_segments | Filter on people that live in a household classified as any of the listed Claritas PRIZM Segments. Only the primary segments, which may be represented as an integer value, may be included. If null then no restriction. |
JSON [integer] | [54] |
| consumer_segments | Filter on people associated with any listed Claritas Consumer Segments. If null then no restriction. |
JSON [string] | ["afdb2350-3a53-4c3f-a707-faa0f4cda695", "c43a56df-ffc1-4513-93da-82e51ea9a9d4"] |